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KLM Social media strategie

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Kim Spinder
Kim Spinder

Open Innovation Festival 2010

TechnologyBusiness
1 of 27
Roy Scheerder VP Marketing KLM 29 November 2010
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Persbericht KLM vergroot bereikbaarheid door inzet Twitter en Facebook Gezien de uitzonderlijke omstandigheden is het bijzonder druk in de call centers van KLM. Om de bereikbaarheid voor passagiers met vragen over reserveringen te vergroten, maakt KLM gebruik van haar kanalen op Twitter en Facebook. Ook kunnen passagiers via deze kanalen hun vluchten omboeken. Peter Hartman, President-directeur KLM: "Wij zetten echt alles op alles om onze passagiers te kunnen helpen. Dat we social media hiervoor in kunnen zetten, is bijzonder goed nieuws. KLM is hiermee koploper". 22 april
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Followers & Fans Network Before crisis End of crisis Today Twitter 6.000 29.000 65.000 Facebook 11.000 41.000 82.000
Current status • “Social Media Hub” – Multi-disciplinairy team – Full servicing on Twitter & Facebook – KLM offers the same facilities through social media as via call center – Reaction time within one hour, problem solving within 24 hours – Still limited to office hours • Social Engagement – Content sharing – KLM Surprise
Surprised Customers Tobias Hootsen • Marketing Manager Heineken • Leaves to Dubai for prolonged period • Checked in to SPL airport on 4sq KLM Surprise!: Holland pack Willem van Hommel • Traveling to NYC • Big fan of soccer team PSV (#1 in Dutch competition) • About to miss one of his soccer team’s most important matches of the year KLM Surprise!: Lonely Planet guide to New York with all the best soccer bars in the city marked out for him.
Conclusion • Social networks prove to be valuable media for emergency communication • From strategy to implementation can be done in a week (you may need an ash cloud however) • Consumers are willing to involve brands into their social space, but only upon relevancy • Social networks justify to be fully integrated into customer and commercial services
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KLM Social media strategie

  • 1. Roy Scheerder VP Marketing KLM 29 November 2010
  • 3.
  • 14. Persbericht KLM vergroot bereikbaarheid door inzet Twitter en Facebook Gezien de uitzonderlijke omstandigheden is het bijzonder druk in de call centers van KLM. Om de bereikbaarheid voor passagiers met vragen over reserveringen te vergroten, maakt KLM gebruik van haar kanalen op Twitter en Facebook. Ook kunnen passagiers via deze kanalen hun vluchten omboeken. Peter Hartman, President-directeur KLM: "Wij zetten echt alles op alles om onze passagiers te kunnen helpen. Dat we social media hiervoor in kunnen zetten, is bijzonder goed nieuws. KLM is hiermee koploper". 22 april
  • 18.
  • 19.
  • 20.
  • 21. Followers & Fans Network Before crisis End of crisis Today Twitter 6.000 29.000 65.000 Facebook 11.000 41.000 82.000
  • 22. Current status • “Social Media Hub” – Multi-disciplinairy team – Full servicing on Twitter & Facebook – KLM offers the same facilities through social media as via call center – Reaction time within one hour, problem solving within 24 hours – Still limited to office hours • Social Engagement – Content sharing – KLM Surprise
  • 23.
  • 24. Surprised Customers Tobias Hootsen • Marketing Manager Heineken • Leaves to Dubai for prolonged period • Checked in to SPL airport on 4sq KLM Surprise!: Holland pack Willem van Hommel • Traveling to NYC • Big fan of soccer team PSV (#1 in Dutch competition) • About to miss one of his soccer team’s most important matches of the year KLM Surprise!: Lonely Planet guide to New York with all the best soccer bars in the city marked out for him.
  • 25.
  • 26. Conclusion • Social networks prove to be valuable media for emergency communication • From strategy to implementation can be done in a week (you may need an ash cloud however) • Consumers are willing to involve brands into their social space, but only upon relevancy • Social networks justify to be fully integrated into customer and commercial services