Some important case studies in Digital marketing and how they help to better understand.

2. Digital Marketing Case Study

3. • Maersk Line is the largest container shipping company in the world.
• Maersk line has managed and operated over 110 vessels of varying
types and sizes.
• With the largest U.S flag feet in commercial service
• The target audience includes, clearing and forwarding agents,
employees, exporters, manufacturing companies, maritime unions,
etc
Introduction

4. Approach to Social Media
• They emphasise on these three areas communications
• Customer service
• Sales
• Internal usage

5. Social Media Goal
Their goal was to get closer to their customers
while understanding other opportunities like
• Better press coverage,
• Gain higher employee engagement
• Develop more brand awareness, etc.

6. When did they start ?
• Began in 2008 with a goal to understand SOCIAL MEDIA
• For 2 to 3 years they listened to conversations on social media
• Started indexing the conversations under trends
• Each trend was analysed to identify the 4W’S and 1 H for shipping and
logistic industry.
• Searched digital archives for images and reports to validate the trend
• This exercise was repeated year – on – year for further validation

7. Now we have all
the DATA!

8. Created strategy to address issue
of Ice situation in the Baltic Sea

9. PROBLEM
Every year the Baltic Sea freezes over, making it extremely difficult for
shipping companies to arrive on time in the Port of St Petersburg. Often
cargo gets damaged due to extreme temperatures. Most exporters
refrain from exporting in this region due to losses.

10. EXECUTION PLAN
• Maersk created a report on how freezing temperatures effect cargo,
care to be taken for different cargo during winters in Baltic sea.
Further this report highlighted how Maersk takes care of the cargo in
winters
• This report was available for download from Maersk website only
after filling required form
• Through media buy they ensured this report link and ads were shown
on all conversations related to Baltic sea during winters
• With data backing of 3 years they has exactly identified keywords and
customer profiles to be targeted for this campaign

11. RESULT
• The report was downloaded by more than 200 people
• Collected data was strategically used for email marketing to influence
the prospective customers
• Maersk saw addition of 20 new freight forwarders to client base
within six months. This translated to increase in business as each
freight forward had huge client base.

12. MOVING AHEAD – SOCIAL MEDIA FRONT

14. Present Strategy
• Maersk Line garnered over 1 million fans on Facebook, 40,000
followers on Twitter, and 22,000 on Instagram
• Effectively most social media channels
• Have trained captains and employees to use social media effectively
• Have social media policy in place as a mandate

15. Slideshare

16. Instagram

17. Facebook

18. Some visuals

19. Social Media Case Study

20. About – Strepsils®
Strepsils is a line of lozenges manufactured by Reckitt Benckiser in
Nottingham, United Kingdom. They come in a variety of flavours and
are part of the Boots Healthcare International (BHI) brands that Reckitt
Benckiser acquired in 2006. As of 2010, it is the largest-selling sore
throat product in the world.

21. About Campaign
Strepsils is about clearing throat & cleaning.

22. Launch of Interactive Website http://www.abmontubolega.com/

23. Youtube Video - https://www.youtube.com/watch?v=O7MaUmVqJMg#t=101

24. Ab Montu Bolega – Swachh Bharat
• Strepsils connected itself to Swachh Bharat Abhiyan which aims
CLEANING.
• Taking a step further towards CSR initiatives, Strepsils launched
campaign on social media, especially Twitter requesting followers to
send images of uncleaned streets, grounds, beaches, etc with a
promise to clean them.
• The tweets has to be done using #AbMontuBolega & #SwachhBharat
and reply to @StrepsilsIndia.
• Places which have maximum tweets and retweets would be adopted
by the company for cleaning program.

25. Initiation of the Campaign
• The campaign was initiated with
• IndBloggers with contest, as part of content generating plan.
• Twitter – PPC program based on users interest analytics. This activity had
maximum focus on Twitter as they intend to use this platform to launch on
other social networks
• Facebook – page activity, requesting to post photographs of uncleaned areas

31. Analysis
Failures
• Through the video and interactive
website promotes on SPEAK UP concept,
it failed to connect with audience for all
SPEAK UP issues, as it focuses on
“Swachh Bharat”
• The campaign was initiated from 1st Dec
14, but haven’t been able to achieve viral
factor, since it focused more on blogging
and tweets
• Failed to propagate Who is MONTU of
“Ab Montu Bolega”, like “Digen Fruti
Peeta hai” for Fruti or Balbir Pasha for
AIDS awareness
Success
• The innovative concept of visual
communication for SPEAK UP for
CLEANINESS, worked amongst audience.
Cleaning & adoption of playground at
Kolkata helped to build better case study
for CSR also.
• Achieve success to raise awareness on
CLEANINESS on Google search through
blogging contest
• If the campaign syncs with vision of
Strepsils – Cleans throat, now cleans
streets both for better and healthy life.

32. Conclusion
• Involvement of “MONTU” didn’t made any impact to create awareness.
• Sticking to only one category makes sense “Swachh Bharat” instead of trying to
promote 15 categories and zero success, being category leader helps.
• This brings us to the conclusion that interactive website and video should have
also focused on “Swachh Bharat”.
• This would have helped to build the concept which has been acceptable across
different target audiences and geographical societies. Taking this further to
adoption of localities, which can be maintained by Strepsils along with branding
and initiatives.
• This would have helped them to build viral campaign to whatsapp images of
uncleaned societies, streets, grounds, platforms, etc form a lobby around it and
pitch to the govt officials for adoption.
• Adoption process should be a BTL activity involving the local people participation
in cleaning. (Case study ref - Coke Cola RockCorps)

33. • ShipServ is a leading e-marketplace in the maritime industry providing a portfolio of software, services and hosted
applications designed to enable efficient global shipping. Their core product TradeNet, an e-commerce platform
connecting industry buyers and suppliers. Currently ShipServ serves 150 shipping companies managing 5,000 ships
and approximately 30,000 suppliers. In 2008 the company turned to the social web to help them through several
marketing challenges:
• Image of being an impersonal software company.
• Limited marketing budget and employee resources
• Increase awareness of using eCommerce as a shipping solution — a big change for traditional customers
• Customer base not early technology adopters. A survey showed 65% regarded the social web as a “distracting
waste of time”
Introduction

34. • The company began with research to find out where customers were receiving their information, their
participation in the social web, information needs and the current “state of the conversation” for the
ShipServ brand.
• Key discoveries included that there were very few online communities for their industry and that the
mention of their brand was rare.
• Despite the fact that their historical customer base largely did not use the social web, they saw an
opportunity to seize the lead and become a thought leader in their marketplace.
• ShipServ partnered with an outside marketing firm and their CRM vendor to create an integrated social
media plan that focused on leading the creation of an online community, developing outstanding content
and using social media channels to drive new sales leads through their website.
Strategy

35. • Conducted research to determine customer information needs and keyword themes.
• Revamped website to be more customer and content driven — New design was more easy-going and personal. Developed custom
landing pages for groups of keywords used to find the company and specific calls to action based on individual customer needs.
• Created a blog that frequently featured their customers. They also used the blog as a way to establish conversations in the industry.
• Developed quarterly content plan based on themes established from research. Content was leveraged and re-purposed in various ways
across all the social media sites.
• Promoted original content through variety of social media channels, which were used as “beacons” to drive traffic back to the main
website.
• A series of valuable white papers (like 10 Essentials of Online Marketing in the Shipping Industry) were created and promoted through
the social channels, website and newsletter, resulting in 1,000 downloads in seven months.
• Search engine optimization campaign, including keyword content planning.
Key actions taken

36. • Website
• Website visitors increased by 59 %
• Pageviews increased by 70 %
• Average time on site increased by 25 %
• Generated over 1,000 downloads of a white paper
• Community
• 378 members in the ShipServ Maritime Network group on LinkedIn
• 300 visitors to the blog
• Over 600 views of the company videos
• LinkedIn and Twitter have gone from zero to the top 20 traffic sources
• Business statistics
• Increased contact-to-lead (landing page contact) conversion by 150%
• Increased lead-to-opportunity conversion by 50%
• Decreased campaign management costs by 80%
• Increased the number of sales-ready leads by 400%
• Measurable increase in brand awareness
Impact

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