Maersk_line__group_4.pptx

Maersk Line: B2B Social Media Its communication not marketing

GROUP 4 Akashdeep Choudhary (PGP04007)

Ashish Nagrale (PGP04017)

Divyansh Agrawal (PGP04025)

Jitender Narwal (PGP04039)

Kelvin Basumatary (PGP04041)

Atif Afzal (PGP04049)

Priyanshu Nayak (PGP04064

5C-Analysis Company

Competitors Mediterranean shipping company CMA CGM Evergreen line Cosco APL , CSAV group Hanjin Shipping, CSCL

Containers Shipping company 25000 employees $ 27 Billion in revenue 325 offices and 125 Countries

Context Social Media- How social media as strategic marketing effort in a B2B, traditional, conservative industry

Collaborator Online platform Eg. Facebook Instagram Twitter Linked in, pinterest Customers who generate content

Customers 25%-Wall-mart, Nike and Tesco 15%- Key client freight forwarder (middleman) 50%- Smaller customer 10%- other freight forwarders

Problem Statement The biggest challenge is that many companies see social media as cute promotional strategy, and as first mover advantage Maersk line achieved success through the expansion of social media, so its time to think whether they need to adopt new strategy

Alternatives Stick with Jonathan Wichmann Strategy – online community on FB Social command listening center Handle complaints in public Informative professional and fun Story telling even negative one Expansion of use of social media platform and development of dedicated cross functional media team 1 – Social media manager 1 – community manager 5 – CCM Manager 5 – social collaboration (Phd. )

Framework B2B Digital marketing framework

01 02 03 04

Discover

Time for the paradigm shift Engagement , First mover Advantage

Create

Visually engaging content, consistent voice and presence, segmentation of platform, Managerial support for integration, Timely crisis management

Enable

Channel specific content development Linked in and google+, Facebook and Twitter, Vimeo and YouTube, Instagram

Drive

Story telling including negatives stories and visual approach, B2C approach , employee as content creator

Recommendation  Should invest with same passion to increase presence but locally to reach out the local customers.  Use only one video platform, either Vimeo or YouTube to avoid cannibalization.  Understanding the customers available on different platforms for effective utilization of each social media. Differentiating them from corporate to non-corporate level.  Leveraging the media platforms to generate sales through the experts, currently it is not able to generate any leads.  Time to focus on more professional and technical platform i.e., LinkedIn to get very close insights from their employees and customers’ who have the knowledge of the industry.

Plan to Handle Negatives Measurability - Developing mechanism to map quantitatively from the qualitative data. Entry of Competitors - Keep projecting Maersk as the market leader in the industry. Underutilization of other platforms - Being niche to such platform where visibility is low like on Google+, Pinterest, Tumblr and Flickr. Overgrowth of content marketing – Updating organizational structure to support marketing changes which can integrate social media marketing with strategic marketing effort. Lower rapid response – While focussing on right client and at right time, company should share relevant content to the target audience.

Thank you