Maersk Line Background
What industry is Maersk Line in?
Logistics and Transportation
What are 3 social media platforms that they are on?
FB
YT
Flickr
Google+
Tumblr
Vimeo
What company did we use as an example of thought leadership - hint: they host blog posts!
ndeed is an example of a company that is an industry leader through their use of blog posts that industry experts create. This content creates greater exposure for the company.
Paid Social Advertising Campaigns falls into which of the following strategies?
A. Thought Leadership Content
B. Influencer Partnerships
C. Leveraging Advanced Targeting
D. A/B Testing
C. Leveraging Advanced Targeting
What is the PESO model stand for?
P - Paid
E - Earned
S - Shared
O - Owned
Where is their HQ located?
Copenhagen, Denmark
How did Maersk leverage user-generated content on Instagram?
Users take photos of their vessels and containers, using the hashtag #maersk
What company did we use as an example for Influencer Partnerships?
RBC, Royal Bank of Canada has developed relationships and collaborations with industry professionals, allowing for the company to target a niche audience.
Building Relationships falls into which of the four key strategies?
A. Thought Leadership Content
B. Influencer Partnerships
C. Leveraging Advanced Targeting
D. A/B Testing
B. Influencer Partnerships
What is a customer journey map?
The customer journey map is a tool used to visualize the experience of interacting with your brand from a customer's perspective.
What is their market share?
15%
What were some specific examples of content Maersk employed to promote their brand on LinkedIn?
What company did we use as an example that uses paid LinkedIn ads to target IT professionals, C-suite executives, and developers.
Microsoft's Approach: Microsoft effectively uses paid LinkedIn ads to target IT professionals, C-suite executives, and developers.
Staying top of mind falls into which of the following strategies?
A. Thought Leadership Content
B. Influencer Partnerships
C. Leveraging Advanced Targeting
D. A/B Testing
A. Thought Leadership Content
Is there a discussion post or quiz due today?
Discussion post
How many countries do they operate in?
125+
Was Maersk's social media strategy successful?
Yes!
Follower count: Secured comprehensive presence on 8 social media platforms in 11 months 600k+ Facebook fans 20k+ Twitter fans
ROI: Initial investment - $100,000 Estimated $1,900,800 revenue made 1500% return on investment
Awards and Recognitions: 2012 Social Media Campaign of the Year 2012 Community Presence Award 67% improved perception of brand
Benchmarking: 4 times higher engagement than average B2B brand Mediterranean Shipping Company 4,500 fans CMA CGM 11,000 fans
What company did we use as an example of using A/B testing!
A/B Testing
Behavioural Insights falls into which of the following strategies?
A. Thought Leadership Content
B. Influencer Partnerships
C. Leveraging Advanced Targeting
D. A/B Testing
C. Leveraging Advanced Targeting
When is Part 2 and Part 3 of group assignment due?
November 22
How many employees do they have?
25,000
What is their mission statement?
"It's about engaging, not pushing"
What influencers did RBC partner with for Influencer Partnerships?
RBC recently has collaborated with , the reality TV stars from Island of Bryan, Bryan and Sarah Baeumler. On the show, they discuss financial troubles with ongoing construction and family updates. RBC has partnered with them to promote financial planning for parents and small businesses.
Which of the following is NOT a strategy for Influencer Partnerships?
A. Establishing Clear Goals
B. Strategic Content Partnership
C. Behavioural Insights
C. Behavioural Insights falls into Leveraging Advanced Targeting in Paid Social Advertising
What is the title of the textbook?
Understanding Digital Marketing: A Complete Guide to Engaging Customers and Implementing Successful Digital Campaigns, Fifth Edition, Damian Ryan, Kogan Page Limited