Case study: Maersk Line

A brilliant example of excellent social media presence for all B2B companies

Janne Hokkanen, Digital Technologist, Vaisala, 2016

Maersk Line’s social media channels

• The largest shipping company in the world, Maersk Line, is not just active, but also brilliant in many social media platforms

Janne Hokkanen, Digital Technologist, Vaisala, 2016

Industry does not matter

• Carco shipping is quite unsexy industry, still Maersk Line has over 1 million of FB likes AND hundreds of likes + tens of comments per post

• If they have do it, what is stopping you to accomplish the same?

Janne Hokkanen, Digital Technologist, Vaisala, 2016

Social media strategy is the key

• Their success started from a Social Media strategy, done 2011, which they follow.

• They do not cross-post a lot between the social media platforms. Each entry is targeted for one single social media platform and the tone of voice is thought to fit for that platform.

Janne Hokkanen, Digital Technologist, Vaisala, 2016

So what? Does engagement generate sales?

Do their efforts generate any value?

Janne Hokkanen, Digital Technologist, Vaisala, 2016

Benefits of nurtured social media channels

• Positive brand awareness• Possibility to start the customer journey from neutral ground

• Audience finds you and chooses to follow (vs. phone call from sales person)

• Possibility to advertise, for free or with tiny budget• Keep the tone of voice in mind

• Possibility to handle customer service and crisis situations openly to avoid snowball effect• Reaction time is the key

• Definitely social media is not the most popular lead source for many B2B companies, but every stream matters

Janne Hokkanen, Digital Technologist, Vaisala, 2016

Further reading

• Janne Hokkanen, Linkedin post:A brilliant example of excellent social media presence for all B2B companies – Maersk Line

• Maersk Line’s social channels info page