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