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i s h i Jai n
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o h i t Pati aru
M g
e n k at Po rabh
V u
r i y e sh Sa
P
i ra g Shah abhan
Ch
P a dm an
Arjun
Q1
Why do you think Maersk Line was so successful in
social media? What do you think are Maersk Lines key
drivers of success
Q2
Evaluate how Maersk executed on its social media plan
and platforms
Channel Specific Content Development Breaking the notion of
Maersk being a boring
Delivering the right content to the right audience and conservative
company
Develop
Rank Segment
Content
Before Maersk engaged in Social Media marketing, it clearly identifies the different platforms that it wants to utilize and
the purpose, audience, and focus for each platform. The rationale is to assist Maersk in setting achievable engagement
goals and developing appropriate content based on four key areas of focus listed above.
Social media platforms plotted as per user preference
Customers, shipping
Customers and shipping experts professionals, experts and
journalists
Focused on
16337
functionality, not
subscriptions
reach(35 videos,
16 subscribers)
Fans Fans
Flickr
33734 followers
491 followers
1225 followers
Find
Impact
difficult to
measure
Visual
Companies Cutting through Companies will platforms like
focusing on the background continue to Pinterest,
right time to noise to prioritise Instagram and
engage the capture engagement Tumblr will
right clients limited and metrics for increase in
rather than consumer social media popularity as
rapid response attention will success customer
be a challenge engagement
Implication of trends
Maersk can ride the tailwinds of change
Greater Content
Redefining real- Visual Web
Information Marketing will
time marketing
Density continue to grow
Integrate social Keeping
media marketing abreast of
Achieve with strategic changes in
Share relevant
consistent and marketing efforts social media and
content with the
coherent brand and update implementing
right audiences
image for organizational technologies to
on the right
sticky structure to engage
platforms
impression support consumers eg.
marketing CRM and digital
changes marketing tools
Q6
What should Maersk Line do next? What areas should
the company focus on and why?
Focus Areas
Augmenting social media marketing in overall business
Internal External
Employee
Employee Usage
Usage Communicatio
Communicatio Sales
Sales Customer
Customer
n
n Service
Service
Build Employee Develop brand Generation of Conversation
Role Engagement awareness leads with customer
Thought
Thought Maersk is established as the go-to-shipping provider for clients with its expertise
Leadership
Leadership
Information
Information Provide insights to potential customers and optimize shipping solutions
source
source
Value
Value Creation
Creation Encouraging sharing of best practises and customer dialogue