(B2B case study) MAERSK
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The document discusses Maersk Group's successful use of digital media marketing. Maersk Group is a large global conglomerate operating in shipping, logistics, and oil and gas. Their social media campaign called "Getting Closer to our Customer" aimed to increase brand awareness, customer loyalty, and gain customer insights. They achieved success through engaging content on platforms like Facebook, Twitter, Instagram, and LinkedIn, fostering conversation and community. This real-time engagement earned them awards and positive feedback from followers.
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This document contains an agenda for evaluating Maersk Line's success with social media marketing and recommendations for next steps. It summarizes that Maersk succeeded due to seeing social media strategically, authentic customer interaction, and being first to adopt multiple platforms. Key drivers included visual content, consistent voice, crisis response, management buy-in, platform segmentation, and low costs. The document evaluates Maersk's content strategy focusing on differentiating content and using employees as creators. It analyzes Maersk's execution across platforms like Facebook, Twitter, LinkedIn and YouTube. Competitors may initially be ambivalent but will likely seek to match Maersk's success. Future challenges include redefining real-time marketing, greater
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Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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(B2B case study) MAERSK
- 1. What other companies in B2B have done successfully on digital media marketing? By Qing Li Mengyue Qiu Winda Yodpinij Stephanie Chiramberro
- 2. The Maersk Group is a worldwide conglomerate and operates in some 130 countries with a workforce of over 89,000 employees. • the world’s largest shipping companies • shipping • logistics • oil and gas industries
- 4. Employee branding Brand Awareness Customer Loyalty Employee Retention Customer insights Product Development Campaign’s goal “Getting Closer to our customer”
- 6. Facebook Get closer to customers in high engagement level Score is measured: likes + shares (x2) + comments (x4) number of fans
- 7. Empowering local Facebook posts To truly “get closer to our customers” Arabic ChineseTurkish
- 8. Behind the successful tool • Immediately respond to current situations • come out and talk about what has happened instead of trying to suppress the issue • Always be prepared
- 9. Twitter Sharing the news with industry and employees
- 10. Official instagram @mearskline reached 300K followers Many people talked about Maersk Line one their photos. Create a community
- 11. LinkedIn: the shipping circle • Discussions with shipping experts around the world • Bringing in external intelligence • Inspire management decisions
- 12. Home page : Maersk Line Social • Adding depth and storytelling, ensuring high-quality engagement • Content not owned by 3rd party platforms
- 14. Conclusion ● Engaging and visual content: questions, photographs, video, links ● Fostering conversation ● Winning in the category “Community Presence” in social media and the award for “Social Media Campaign of the Year” at the European Digital Communications Awards held in Berlin 2012 Real comment from a follower
- 15. 114K followers 1,585 followers 1.5 million views 96,687 followers 30.1K followers #maersk 30K posts #maerskline 7K posts 1,146 followers 1.1 M likes <6,000 views on every photo