(B2B case study) MAERSK

What other companies in B2B have done successfully on digital media marketing?

By

Qing Li

Mengyue Qiu

Winda Yodpinij

Stephanie Chiramberro

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

Employee branding

Brand Awareness

Customer Loyalty

Employee Retention

Customer insights

Product Development

Campaign’s goal“Getting Closerto our customer ”

in digital media

FacebookGet closer to customers in high engagement level

Score is measured: likes + shares (x2) +

comments (x4) number of fans

Empowering local Facebook postsTo truly “get closer to our customers”

Arabic ChineseTurkish

Behindthe 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

Twitter Sharing the news with industry and employees

Official instagram@mearsklinereached 300K followers

Many people talked about Maersk Line

one theirphotos.

Create a community

LinkedIn: the shipping circle

• Discussions with shipping experts around the world • Bringing in external intelligence • Inspire management decisions

Home page : Maersk Line Social • Adding depth and storytelling, ensuring high-quality engagement • Content not owned by 3rd party platforms

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

114K followers

1,585 followers1.5 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