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 it
had authentic interaction with customers which made their content more
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 to 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 like
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 positive as well as 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 other companies as well and
increased 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, where the various
social media platforms were facebook, LinkedIn, Instagram, Pinterest, Youtube
and Twitter. Then they segmented their target audience into four groups: Fans
and followers of the company, Customers, experts in the shipping industry, and
most crucially, its employees. They then developed content which revolved
around these target audiences for the separate platforms to get highest
audience engagement on each one.
How do you think Maersk Line’s competitors will react to the company’s success
in social media?
Their competitors will start investing
in social media after reviewing success. They will build a strong foundation
which will include a team of officials whose only job is to make the social
media activities of the company stronger. Establish conversations to get a
presence in the industry discussions rather than just marketing themselves.
Also, they should launch a counter
attack on Maersk on their social media activities, come up with better content which
grabs the audience’s attention. Shareable content which people find relevant will
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
Redefine 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.
Improved density of information: Only
providing what is relevant and giving the industry what it needs to stand apart
from the clutter in order to 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 structure of the organization
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. Implement
technological changes in the social media content, run CRM activities on social
media. Also, posting content that is in sync with current affairs, this type of
content grabs a lot of attention.
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 the generators of content.
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 generation of leads. This should change.
Component: Customer Service
Here, the role of the company 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 lower 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 customized solutions and optimize their
outreach through social media to gather client input and share best shipping