Beta 1


Title A Practical Oriented Study of Social Media
Author Lynnerup, Line Kynde (Ingeniørhøjskolen i København, IHK)
Supervisor Larsen, Lisbeth (Ingeniørhøjskolen i København, IHK)
Conradsen Jørgensen, Charlotte (Ingeniørhøjskolen i København, IHK)
Raagaard, Søren (Ingeniørhøjskolen i København, IHK)
Institution Ingeniørhøjskolen i København, IHK, DK-2750 Ballerup, Denmark
Thesis level Bachelor thesis
Education Diplomingeniør, Eksport
Education Bachelor of Engineering
Publication date 2013-12
Abstract Abstract
This bachelor thesis investigates whether Maersk Drilling can use social media to reach and engage with customers, generate leads for CRM all with the purpose of generating more sales.
This purpose fits well with the overall strategy of Maersk Drilling, which is to grow in order to become a greater contributor to the profit of the A.P Møller Maersk Group.
Analyses of the lessons learned from Maersk Drilling current social media strategy on employment, the customers and available IT systems have been important in order to compose a strategy for reaching customers on social media.

The methods used to support the analysis are in-depth interviews with relevant stakeholders, online surveys on social media and statistics from various sources.

The bachelor thesis encompasses an evaluation of Maersk Drilling’s current social media strategy, a market analysis with emphasis on social media and an analysis of the social media channels that Maersk Drilling ought to use. All of it concludes in a social media strategy with a cost-benefit analysis.

The market analysis confirmed that it was possible to have a more proactive sales approach to customers. It became clear that the customers’ behaviour had changed and customers valued knowledge sharing and interaction with their suppliers, which could take place on social media. It was crucial to find a system that could measure customers’ behaviour on both social media and the website. After researching, analysing and comparing different systems, it has been concluded that Click Dimensions and Oracle Social Cloud are the best fit for the proposed social media strategy.
The social media strategy supports Maersk Drilling’s overall sales strategy, as the strategy enables the sales department to be more proactive in their relationship with customers.
The costs of managing and license social media are 740,981.60 DKK the first year and 640,981.60DKK the supsequent years. It is a profitable investment if Maersk Drilling can generate sales of minimum 2469,938.67DKK the first year. It is believed that it can do that, as social media can create brand awareness, customer insights and some costs are also avoided by using social media strategy.
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External partner Ledere og medarbejdere i private virksomheder
Admin Creation date: 2013-12-17    Update date: 2014-01-10    Source: ihk    ID: ihk-21614023    Original MXD