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Maersk Line: B2B Social Media - "It’s Communication, Not Marketing"
Katona, Zsolt , and Miklos Sarvary
Publication date: 2/11/2014, pages 1-23

The case describes the launch of a social media platform by the largest container shipping company in the world. Students will evaluate the campaign, which has done extremely well. The case provides details on the platforms used, the nature of content, and the associated budgets (including headcount). The budgets permit a discussion around the program’s ROI. The case ends with the question: "How to move forward?" This allows for discussion on the problematic organizational aspects of the program launch. Students can appreciate the issues arising from scaling up and improving the program, integrating it in the company’s overall marketing effort.

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