CASE SUMMARY ASSIGNMENT

CASE TITLE: Maersk Line: B2B Social Media – “It’s Communication, Not Marketing”

BADM 562

CASE DESCRIPTION

The case entails how the largest container shipping company in the world Maersk Line gained a high
social media network on Facebook with over 1 million fans, 40,000 followers on Twitter, and 22,000
on Instagram despite their separation from customers. In addition to that, they became active on
LinkedIn , Pinterest, and Google+ and even created a social media home base for Maersk Line called
Maersk Line Social. The case emphasizes that B2B companies face a set of challenges ranging from
the fact that many companies see social media as a cute promotional activity, tending to market
themselves to businesses alone when it can be a strategic marketing activity.

What did you learn from the case? Explain how the company was able to create value (based on
the case)

I got to understand that even B2B brands can benefit from the boost in consumer awareness
conferred by a strong social media presence by enhancing their connection with consumers
and other stakeholders. I agree to the fact that it is better to focus on keeping it real and
creating bottom value than having the vanity of game of numbers.
In order to create value, the company, specifically Wichmann studied the approaches
followed by Dell and GE closely and applied it in late 2011, by communicating and using
different strategies in different social media platforms rather than marketing. They engaged
authentically with their audience rather than pushing. On Facebook, they told stories
including negative ones from the inside. On Twitter, they basically shared their news and
thereby influenced the industry. On LinkedIn, they engaged in user research and
engagement and so on. They found a way to attract attention even on a low budget.
How would you apply what you learned in this case to another business? Either
mention a specific company name or describe your own entrepreneurial venture. Be
specific about what you would do.
I once worked in a media firm that carried out media activities for other businesses. This was
their sole focus and it made them reluctant to communicate through Social Media as they
believed “when any company wants to cover an event, they come to us, we do not need to
go to them”.

In this case, I would apply the social media strategy of people engagement by
focusing on company authenticity and moving on to spontaneous Facebook,
Instagram and Youtube posts featuring photos and stories and eventually respond to
follower engagement with polls and audience contributions. This will expand the
company’s horizons and create a presence out there to even potential users that are
yet to hear of it.