Maersk Line Grows Social Media Community to More than 1 Million Followers with Global Social Relationship Management Strategy
 
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Maersk Line Grows Social Media Community to More than 1 Million Followers with Global Social Relationship Management Strategy

Maersk Line is the world’s largest container shipping company with more than 600 container vessels and 3.4 million containers. The company has 325 offices in 150 countries, and 100,000 global customers.

Maersk Line’s container vessels make one port call every 15 minutes, with a total of 35,000 port calls every year.

 
 

 
 

Challenges

A word from Maersk Line

  • "Oracle Social Cloud has provided us with an easy-to-use business solution that supports our drive to engage and build relationships with our key social communities: customers, employees, shipping-industry experts, and casual fans of our brand. It has enabled us to consolidate and coordinate our social-media presence across country borders." – Christian Kasbani Nakskov, General Manager Marketing Channels, Maersk Line

  • Consolidate and coordinate the company’s social-media presence—especially on Facebook, where the company had one company page plus 20 regional pages—to achieve a consistent, engaging, and compelling brand message
  • Expand the audience for locally-sourced content by enabling global publishing and consolidating the number of regional pages into one corporate platform
  • Eliminate the pressure on local administrators to frequently post local shipping and transportation news, and do away with time-consuming maintenance work
  • Attract more fans, followers, and likes for content posted in the company’s social media channels to engage and empower the company’s stakeholders
  • Improve the reach to the four key social communities―employees, customers, experts from other shipping companies, and casual fans of the brand or ship fans―with a single, integrated social marketing platform
  • Support the company’s social media strategy to improve brand awareness, customer loyalty, industry intelligence, employee engagement, and crisis management capabilities

Solutions

Oracle Product and Services

  • Deployed a single-platform, social-relationship-management tool, Oracle Social Cloud, for managing the company’s social communities on Facebook, Twitter, Instagram, Pinterest, and Google+
  • Consolidated and merged all 20 regional Facebook pages into one single Facebook page to scale social marketing across geographies and enable global publishing and sharing of local content, such as photos of ships, shipments, and ports
  • Provided different countries a wider audience for their local content, enabling them to attract more fans, followers, and likes, while reducing the pressure on local administrators to regularly post new content
  • Made it possible, through an integrated dashboard, for social-community management to increase visibility into social-media channel activities, tracking what content different teams and local administrators post to which pages and when
  • Simplified social-media publishing processes and made social-channel and community maintenance easier, increasing work efficiency
  • Increased Facebook fans to 1.1 million and achieved 90,000 Twitter followers, 50,000 LinkedIn contacts, and 25,000 Instagram followers in approximately 18 months by coordinating social-media efforts to promote a broad, corporate-level strategy supported by IT infrastructure
  • Utilized Oracle Social Cloud’s analytic capabilities to provide insight into fan and follower behavior and determine which activities produce most response and engagement on social networks
  • Utilized drag-and-drop tab creation to create subpages on Facebook to minimize the cost of external agencies and to help the company get closer to its customers

Why Oracle

"We chose Oracle Social Cloud because it was the best available solution at the time, that could help us to closely connect with all our stakeholders around the world in a coordinated manner,” said Christian Kasbani Nakskov, general manager marketing channels, Maersk Line