do you think Maersk Line was so successful in social media? What do you think
are Maersk Line’s key drivers of success?
Maersk Line succeeded because of 3
Paradigm shift: It saw social media as a
strategic marketing effort in B2B which was traditionally a conservative
industry. It had few competitors who still relied on offline marketing
First mover Advantage: It was the first
shipping company to adopt social media marketing on various platforms such as
Facebook, twitter, Instagram even LinkedIn and pinterest.
Engagement: Its marketing made sure that
they had authentic interaction with their customers which made their content
Evaluate Maersk Line’s content strategy
They changed the perception of their
company from B2B to that of B2C. They focused more on sharing of stories create
a connection in the minds of its customers. Real stories tend to engage more
audience. The content was created shareable in order to reach a wider audience
rather than only the business or sales team.
The type of content was also varied such
as time-lapse videos of the loading and unloading of container that grasps the
attention of a customer, journalism that made the customer think about the
brand as a service provider than just a shipping company, they also showed
interesting photos of the company on Instagram to gain continuous engagement.
It shared both positive and negative content to keep it real for the customers
to know everything that went in the company. They also posted updates on the
shipping industry which came to use for to other companies as well therefore
increasing the audience for them. They let their employees engage in this
activity for sharing content which made them feel that they were contributing
towards the building of Maersk as a brand. Such activities create loyalty
amongst the customers and the employees.
Evaluate how Maersk Line executed on its social media plan and platforms.
They first ranked the social media
platforms according to their type from most to least corporate, the various
social media platforms being: facebook, LinkedIn, Instagram, Pinterest, Youtube
and Twitter. They then segmented their target audience into 4 groups: Fans and
followers of the company, Customers of the firm, experts in the shipping
industry and most importantly its employees. They then developed content
revolving around these target audiences for the separate platforms to get most
audience engagement on each one.
How do you think Maersk Line’s competitors will react to the company’s success
in social media?
Maersk’s competitors will start
investing in social media after reviewing success. They will build a strong
foundation which includes a team of focused officials whose only job is to
strengthen the social media activities of the company. Establish conversations
to get a presence in the industry discussions instead of just marketing
They should also launch a counter attack
on Maersk on their social media activities, come up with better content that
grabs the audience’s attention. Content that is shareable so that people who
find it relevant can increase the reach. They should showcase their core
competencies to differentiate themselves from other companies. One of the final
and most important steps is to measure there activities in order to find out
the major source of audience and invest more on those platforms and also create
and develop content according to that and also helps us find out which
platforms to focus more on.
What are the challenges facing Maersk Line in social media going forward?
There are 4 key ideas to improve and
grow their social media engagement
Redefining real time marketing:
companies should start focusing on the right customers at the right time
instead of targeting everyone to get a more focused and reliable response.
Better density of information: Only
providing what is relevant and giving what the industry needs to stand apart
from the clutter and become a more reliable source of information.
Content marketing: Focus on content
marketing and provide customers with different kinds of content so that they
never go to your competitors for information. Make it as engaging as possible
in order to grab the attention. Day by day more and more content is going to be
available therefore it is important that Maersk’s content should be the one
people see first. Add social media marketing to the strategic marketing of the
company and make changes in the organizational structure
to accommodate this change.
Visual Content: platforms such as
Instagram, pinterest, tumblr are going to gain popularity as visual content
grabs more attention and customers when see something tend to retain the
information better therefore focus more on visual social media platforms.
Implementing technological changes in the social media content, running CRM
activities through social media. Also posting content that is in
synchronization with the current affairs, this type of content grabs most
What should Maersk Line do next? What areas should the company focus on and
What they need to do next is to increase
the social-media marketing in the
overall business. There are two components where it needs to focus on, internal
Component: Employee Usage
The role of the company here is to build
employee engagement. Currently, its employees are content generators.
The role of the company here is to
develop brand awareness. Currently, it has a wide reach across 10 social-media
The role of the company here is to
generate leads through expertise. Currently, however, the content is not
directed towards leads generation. This needs to change.
Component: Customer Service
The role of the company here is to
encourage customer satisfaction. Currently, however, there is a lack of focus
on customer service procedures online. This needs to change.
Current social media efforts lack impact
on bottom line. Maersk can master its digital journey to unleash full potential
of social media.
They need to
stories and pictures on Tumblr and Pinterest
videos on YouTube and Flickr
brand visibility through Instagram
business news and press briefings in Google+
news updates and humanize the brand on Twitter and Facebook
business news and increase customer interaction via LinkedIn
By transforming social media marketing
into a key strategic effort, they can harvest untapped value pools.
Insights and best-practices sharing will
drive bottom line growth:
Thought Leadership: Maersk is established as the go-to
shipping provider for clients with its expertise
Information Source: Producing useful insights for potential
customers to bring down costs and optimize shipping solutions
Value Co-creation: Encouraging sharing of best practices
and customer dialogue
They should leverage their social media
presence with Compass to drive its top-line growth:
published technical insights and information on industry best practices on
is shared though other channels to leverage on its existing fan base
engage with technical insights and recognize the economic value propostion of
working with Maersk
awareness created amongst potential customers
team works with clients to propose tailor-made solutions and optimize their
outreach through social media to gather client input and share best shipping