Presentatie webcare tjalling smit klm 8 maart definitief

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Presentatie webcare tjalling smit klm 8 maart definitief

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Presentatie webcare tjalling smit klm 8 maart definitief

  1. 1.
  2. 2. Social Media at KLM <br />The leverage between brand, care & conversion<br />Type here to add names of the composers (optional)<br />Tjalling Smit<br />
  3. 3. Storyline<br />Social Media: from ‘experimental’ start to serious crisis communication channel<br />The need for social media reinforced<br />Strategic approach<br />Social Media within KLM today<br />
  4. 4. First social media experiment in Summer 2009:‘Mr Safety’<br />
  5. 5. KLM active on Twitter since Dec ‘09<br />
  6. 6. KLM active on facebook since March ‘10<br />
  7. 7. Main goal = commercial: create fanbase and reach customers in international markets<br />
  8. 8. 15 April<br />
  9. 9. Storyline<br />Social Media: from ‘experimental’ start to serious crisis communication channel<br />The need for social media reinforced<br />Strategic approach<br />Social Media within KLM today<br />
  10. 10. dd-mm-2008<br />Name of presentation - Version 1.01<br />10<br />The need for Social Media reinforced<br />Customers want a direct and personal relationship;<br />within the environment that suits them most;<br /> Customers don’t come to KLM(.com) anymore, we need be where they are<br />Blog<br />Facebook<br />100.000+ fans<br />Twitter<br />80.000+ followers<br /><ul><li>Engagement
  11. 11. Servicing
  12. 12. Inspiration
  13. 13. News
  14. 14. Servicing
  15. 15. Commercial Messages
  16. 16. Background info
  17. 17. Engagement</li></li></ul><li>dd-mm-2008<br />Name of presentation - Version 1.01<br />11<br />Opportunities & Threats<br />Our customers have an audience<br />And it’s not only KLM that influences the Brand experience<br />
  18. 18. Opportunities & Threats<br />Vulnerable: fast exchange of bad experiences<br />
  19. 19. Storyline<br />Social Media: from ‘experimental’ start to serious crisis communication channel<br />The need for social media reinforced<br />Strategic approach<br />Social Media within KLM today<br />
  20. 20. dd-mm-2008<br />Name of presentation - Version 1.01<br />14<br />Leverage between brand, care & conversion<br />Social Media playing field<br />Commercial use<br /><ul><li> Gain followers
  21. 21. Structural engagement of followers
  22. 22. Drive conversion
  23. 23. Alternative cost effective acquisition channel</li></ul>Web care & servicing<br /><ul><li> Monitor social activity
  24. 24. Create responsiveness & proximity
  25. 25. Proactively inform followers
  26. 26. Full customer service</li></ul>BRAND<br /><ul><li>Look & Feel
  27. 27. Brand engagement</li></li></ul><li>dd-mm-2008<br />Name of presentation - Version 1.01<br />15<br />Targets<br />Web care and Servicing:<br />Full Servicing via Social Media<br />Customer satisfaction, reputation and brand experience are experienced as positive<br />3. Targeting on responsiveness & proximity<br />Commercial:<br />1. Social media: efficient e-acquisition channel for KLM<br />2. Leading role for KLM in social media<br />3. One million qualitative relations with our target customers<br />
  28. 28. 16<br />dd-mm-2008<br />Name of presentation - Version 1.01<br />Challenges webcare & servicing<br />First one-stop shop concept<br />Legacy systems<br />Old media processes and lead times<br />Position Social Media customers versus other groups<br />Technical challenges (case management, monitoring)<br />Etc.<br />
  29. 29. dd-mm-2008<br />Name of presentation - Version 1.01<br />17<br />Strategic plan<br />Four phased approach<br />Gain followers <br />From negative to neutral <br />From neutral to ambassador<br />Convert to klm sales<br />
  30. 30. dd-mm-2008<br />Name of presentation - Version 1.01<br />18<br />Tactics: Focus on channels that fit the product, target groups and objectives best<br /><ul><li>Within above selected platform categories, KLM chooses for the largest worldwide platforms
  31. 31. Unless there are focus countries in which other platforms are the standard
  32. 32. Campaigns are designed cross channel</li></li></ul><li>Storyline<br />Social Media: from ‘experimental’ start to serious crisis communication channel<br />The need for social media reinforced<br />Strategic approach<br />Social Media within KLM today<br />
  33. 33. dd-mm-2008<br />Name of presentation - Version 1.01<br />20<br />Make their dream come true<br />Surprise them<br />Answers their questions<br />Every customer a VIP<br />Value their opinion<br />Really listen to them<br />Inform them<br />Solve their problems<br />
  34. 34. dd-mm-2008<br />Name of presentation - Version 1.01<br />21<br />Challenges<br />Keeping track: measurement<br />Social Media cannot be seen on it’s own<br />Central vs Local<br />Managing our reputation while expanding <br />Social loyalty vs established loyalty<br />Next step: <br />
  35. 35. Dank voor uw aandacht!<br />www.onlinetuesday.nl<br />www.meetup.com/onlinetuesday<br />@onlinetuesday<br />

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