Whydo you think Maersk Line was so successful in social media? What do you thinkare Maersk Line’s key drivers of success?Maersk Line succeeded because of 3reasons:Paradigm shift: It saw social media as astrategic marketing effort in B2B which was traditionally a conservativeindustry. It had few competitors who still relied on offline marketingtechniques.First mover Advantage: It was the firstshipping company to adopt social media marketing on various platforms such asFacebook, twitter, Instagram even LinkedIn and pinterest.
Engagement: Its marketing made sure ithad authentic interaction with customers which made their content moreengaging. Q2Evaluate Maersk Line’s content strategyThey changed the perception of theircompany from B2B to that of B2C. They focused more on sharing of stories to createa connection in the minds of its customers. Real stories tend to engage moreaudience. The content was created shareable in order to reach a wider audiencerather than only the business or sales team.The type of content was also varied liketime-lapse videos of the loading and unloading of container that grasps theattention of a customer, journalism that made the customer think about thebrand as a service provider than just a shipping company, they also showedinteresting photos of the company on Instagram to gain continuous engagement.
It shared positive as well as negative content to keep it real for thecustomers to know everything that went in the company. They also posted updateson the shipping industry which came to use for other companies as well andincreased the audience for them. They let their employees engage in thisactivity for sharing content which made them feel that they were contributingtowards the building of Maersk as a brand. Such activities create loyaltyamongst the customers and the employees. Q3Evaluate how Maersk Line executed on its social media plan and platforms.They first ranked the social mediaplatforms according to their type from most to least corporate, where the varioussocial media platforms were facebook, LinkedIn, Instagram, Pinterest, Youtubeand Twitter. Then they segmented their target audience into four groups: Fansand followers of the company, Customers, experts in the shipping industry, andmost crucially, its employees. They then developed content which revolvedaround these target audiences for the separate platforms to get highestaudience engagement on each one.
Q4How do you think Maersk Line’s competitors will react to the company’s successin social media?Their competitors will start investingin social media after reviewing success. They will build a strong foundationwhich will include a team of officials whose only job is to make the socialmedia activities of the company stronger. Establish conversations to get apresence in the industry discussions rather than just marketing themselves. Also, they should launch a counterattack on Maersk on their social media activities, come up with better content whichgrabs the audience’s attention. Shareable content which people find relevant willincrease the reach. They should showcase their core competencies todifferentiate themselves from other companies.
One of the final and mostimportant steps is to measure there activities in order to find out the majorsource of audience and invest more on those platforms and also create anddevelop content according to that and also helps us find out which platforms tofocus more on. Q5.What are the challenges facing Maersk Line in social media going forward?There are 4 key ideas to improve andgrow their social media engagementRedefine real time marketing: companiesshould start focusing on the right customers at the right time instead oftargeting everyone to get a more focused and reliable response. Improved density of information: Onlyproviding what is relevant and giving the industry what it needs to stand apartfrom the clutter in order to become a more reliable source of information.Content marketing: Focus on contentmarketing and provide customers with different kinds of content so that theynever go to your competitors for information. Make it as engaging as possiblein order to grab the attention.
Day by day more and more content is going to beavailable therefore it is important that Maersk’s content should be the onepeople see first. Add social media marketing to the strategic marketing of thecompany and make changes in the structure of the organizationto accommodate this change.Visual Content: platforms such asInstagram, pinterest, tumblr are going to gain popularity as visual contentgrabs more attention and customers when see something tend to retain theinformation better therefore focus more on visual social-media platforms. Implementtechnological changes in the social media content, run CRM activities on socialmedia. Also, posting content that is in sync with current affairs, this type ofcontent grabs a lot of attention. Q6.
What should Maersk Line do next? What areas should the company focus on andwhy?What they need to do next is to increasethe social-media marketing in theoverall business. There are two components where it needs to focus on, internaland external.InternalComponent: Employee UsageThe role of the company here is to buildemployee engagement. Currently, its employees are the generators of content.ExternalComponent: CommunicationThe role of the company here is todevelop brand awareness. Currently, it has a wide reach across 10 social-mediaplatforms.ExternalComponent: SalesThe role of the company here is togenerate leads through expertise.
Currently, however, the content is notdirected towards generation of leads. This should change.ExternalComponent: Customer ServiceHere, the role of the company is toencourage customer satisfaction. Currently, however, there is a lack of focuson customer service procedures online. This needs to change.
Current social media efforts lack impacton bottom line. Maersk can master its digital journey to unleash full potentialof social media.They need to· Sharestories and pictures on Tumblr and Pinterest· Sharevideos on YouTube and Flickr· Increasebrand visibility through Instagram· Postbusiness news and press briefings in Google+· Postnews updates and humanize the brand on Twitter and Facebook· Postbusiness news and increase customer interaction via LinkedInBy transforming social media marketinginto a key strategic effort, they can harvest untapped value pools.
Insights and best-practices sharing willdrive bottom line growth:· Thought Leadership: Maersk is established as the go-toshipping provider for clients with its expertise· Information Source: Producing useful insights for potentialcustomers to lower costs and optimize shipping solutions· Value Co-creation: Encouraging sharing of best practicesand customer dialogueThey should leverage their social mediapresence with Compass to drive its top-line growth:· Maerskpublished technical insights and information on industry best practices onLinkedIn· Informationis shared though other channels to leverage on its existing fan base· Customersengage with technical insights and recognize the economic value propostion ofworking with Maersk· Top-of-the-mindawareness created amongst potential customers· Salesteam works with clients to propose customized solutions and optimize theirshipping processes· Continualoutreach through social media to gather client input and share best shippingpractices