Maersk is one of the largest shipping companies in the world operating in 130 countries. To increase its low brand awareness and limited social media presence, Maersk began regularly uploading personal videos to its YouTube channel featuring employees and tours of ships. Its most popular video has over 1 million views. Since utilizing social media, Maersk has seen increased revenue and subscribers on YouTube, establishing itself as a well-known international shipping brand through personable content.

1. Sara Schultz
Roosevelt University
BADM 104 Social Media and Business
11/17/14

2. Brief Background

 One of the world’s largest shipping companies
 Operates in 130 countries
 Employees around 88,000 people
 Established around the 1900s
 One of their vessels hit a whale in June 2012
http://www.maersk.com/en/the-maersk-group/about-us

3. Situation

4. Situation

 Low brand awareness
 “Underdogs”
 Customers had limited knowledge of company
 Limited presence on social media websites
 Very few YouTube videos
 Company had limited knowledge of their customers
http://barnraisersllc.com/2014/05/b2b-case-studies-prove-social-media-roi/

5. Action

6. Action

 Beefed up YouTube channel
 Created “We are Maersk” video
 Uploaded videos more frequently
 every few hours to every few days
 Their videos focus on the in’s and out’s of the
company
 Employees are interviewed frequently on their
channel to create a personal aspect
http://www.youtube.com/user/Maerskcom

7. “We Are Maersk” Video

 Uploaded after
whale incident
(2012)
 Gives inside look
into what Maersk
shipping does
 Lengthy video
 52,103 views
https://www.youtube.com/watch
?v=hp8G_pL9mlI

8. “Discovery: World’s Biggest Ship” Video

 Discovery
channel special
 Most Viewed
Video on their
Channel
 1,328,504 views
 Video is based on
the Triple-E
https://www.youtube.com/wat
ch?v=RUfGCngF9DI

9. “On Board Edith Maersk” Video

 Shows a day in
the life of Maersk
employees
 “Edith Maersk” is
a ship
 This video has
over 1 million
views
https://www.youtube.com/watch?
v=PHTgkVM0o0k

10. Result

11. Result

 52,103 views on the “We are Maersk” video
 13,305 subscribers on YouTube
 Their most popular video has 1,293,751 views
 Their entire channel has 6,090,164 views
 Revenue in 2011: $322 Billion
 Revenue in 2013: $366 Billion
http://www.youtube.com/user/Maerskcom
http://en.wikipedia.org/wiki/Maersk

12. Learning

13. Learning

 Made themselves one of the most well known
international shipping companies
 Social media can increase your following immensely
 Creating personable YouTube videos can help
customers build trust into your brand
 Keeping up and staying current with your Social
Media profiles helps build communication with your
customers