SOCIAL MEDIA & COGNITIVE

ANALYTICS

MAERSK
LINE - B2B
SOCIAL
MEDIA
Group 14 (Term 6)
Discussion Outline
TODAY'S TOPICS

About the Maersk Line

About Case
Success of Maersk
Execution on Social Media
ROI Calculation
Competitors
Challenges
Recommendations
SDSC | New Members
About the Maersk Line
ABOUT CASE

The case describes the biggest container transport firm in the world
launching a social media platform.

Case assess the campaign, which has performed remarkably based on

visible metrics.

Details about the many platforms used, the kind of material offered on
each, and the accompanying expenditures are presented in the case
(including headcount).

The case is concluded with the query, "How to proceed?" This presents
an opportunity to talk about the far more problematic organizational
aspects of the programme launch
Success of Maersk
Q1. WHY 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's use of social media was so successful because the company viewed it as a tactical marketing
tool.

In order to discover the best B2B social media techniques, Jonathan Wichmann first investigated Dell's and
GE's social media strategies.

Subsequently, Maersk Line created its own distinct strategy for using social media, concentrating on
customers. Wichmann pointed out "Social media is not about selling; it is about communication. Engaging is
key, not pressing." Wichmann wanted to "engage his audience in a genuine way."

Thomas Bigum, a social media expert, listed several elements that contributed to Maersk Line's success, such
as its bravery, storytelling, and being an early adopter of social media.
Key Drivers of Success
THEIR VISUAL STORYTELLING
They used photos of ships, seascapes, and
ports to tell stories and share their history. Ex-
giraffe on a containership.
THEIR TRANSPARENCY
They didn't just tell the positive stories.
They told the negative stories too. Ex -
whale incident.

STRATEGIES & PLATFORMS KEEPING COSTS DOWN

Segmented their market into fans, Spent $100,000 and had 600,000
customers, employees, and experts and Facebook fans and 20,000 Twitter fans.
used platforms that best suited Their low marketing costs resulted in higher
those segments. ROI.
Execution on SM
Q2. EVALUATE HOW MAERSK LINE EXECUTED ON ITS SOCIAL MEDIA
PLAN AND PLATFORMS?

Brand Awareness by Understanding Customers

"Get closer to customers" Research to understand

by engaging authentically their audience.
Moving stories to engage Ranked Social Media
with their audience Figured out best option of
Created Brand Awareness LinkedIn

IN SUM , MAERSK EXECUTED ON ITS SOCIAL MEDIA PLATFORMS

BY FOCUSING THE CONTENT ON EACH PLATFORM TO THE
INTERESTS AND NEEDS OF THE USERS OF THOSE PLATFORMS .
ROI Calculation
Q3. HOW DO YOU THINK JONATHAN WICHMANN CALCULATED
THE 1,500 PERCENT ROI IN FACEBOOK? DO YOU AGREE WITH HIS
CALCULATION? WHY OR WHY NOT?

QUANTITATIVE METRIC OF ROI

In the qualitative world of social media by assigning monetary values based on
supposedly non-arbitrary social media metrics

ROI CALCULATION OF 1500

When considering that his investment was only $100,000 USD, Maersk would
only have to produce a return of $1.5M USD

NON-MONETARY RETURNS
Employee pride in the company, brand recognition, less expense in answering
customer service concerns, cultural benefits and improved efficiencies by
empowering employees to become thought leaders
Competitors
Q4. HOW DO YOU THINK MAERSK LINE'S COMPETITORS WILL
REACT TO THE COMPANY'S SUCCESS IN SOCIAL MEDIA?

Maersk's relatively quick social media success dispelled the argument

held by Maersk and its competitors that B2B companies, boring
industries and unrecognizable brands were not fit for social media
platforms.

Nevertheless, Wichmann was able to bring brand awareness,

discussion, insight, questions and other valuable content to Maersk
helping them understand not only their customers better, but also the
content sharing enthusiast that enjoyed the industry from afar. Just as
Maersk found this information to be valuable and informative, Maersk's
competitors would find the content valuable as well.
Challenges Q5. WHAT ARE THE CHALLENGES FACING MAERSK LINE IN SOCIAL
MEDIA GOING FORWARD?

RELIABILITY SIMPLICITY FOCUS ON ENVIRONMENT

Wichmann held that much of his success was owing to the autonomy he enjoyed, affording him a spontaneous and
flexible approach to engage authentically with his audience.

This successful recipe and his "lean is fun" mantra could be threatened by the proposal of a social media
department growing to a staff of five, with a $250,000 budget.

Wichmann's engineering of the social platform was indeed noteworthy; but the new team must think strategically
and do more than just accumulate fans on Facebook and win awards which may not justify the additional
investment.

Forrester Research estimates that 98% of users of social media are "spectators."
Recommendations
Q6. WHAT SHOULD MAERSK LINE DO NEXT?WHAT AREAS SHOULD THE COMPANY FOCUS ON AND
WHY?
STEP 1 STEP 2 STEP 3
Now that Maersk has achieved Adobe has a suite of products The first step for Maersk to take
some level of 'traction' in social designed to assist in precisely these Social and in fact all its marketing
media, it needs to work on kinds of analysis, including Adobe channels to the 'next level' would be
monetizing its success as it scales Channel Manager and Adobe for them to migrate from Google
further. Hard buckets of value are Social. Furthermore, Adobe has Analytics to Adobe analytics.
clearly traditional media savings, experts who are experienced at They should then attend the Adobe
customer service savings, and linking online analytics with offline Digital Marketing Summit to learn
increased conversions due to customer relationship management how the world's best practitioners
improved customer engagement. systems to provide and end-to-end measure the impact of online
Soft buckets are brand awareness view of ROI for all marketing marketing, including social. With
and improved customer sentiment channels, including social. these data in hand, it should be
Unfortunately, Maersk is not yet easy for Skyum-Nielsen to justify
an Adobe Analytics client. additional budget.
 THANK YOU..!
Group-14

Ritesh Rai BA027-21

Vyom Agarwal BA037-21

Sakshi Garg M078-21

Gaiakwad Saurabh Ramanbhai M141-21

Gazal Singla M143-21

Kumar Saiyam M251-21