Presentatie webcare tjalling smit klm 8 maart definitief

2. Social Media at KLM The leverage between brand, care & conversion Type here to add names of the composers (optional) Tjalling Smit

3. Storyline Social Media: from ‘experimental’ start to serious crisis communication channel The need for social media reinforced Strategic approach Social Media within KLM today

4. First social media experiment in Summer 2009:‘Mr Safety’

5. KLM active on Twitter since Dec ‘09

6. KLM active on facebook since March ‘10

7. Main goal = commercial: create fanbase and reach customers in international markets

8. 15 April

9. Storyline Social Media: from ‘experimental’ start to serious crisis communication channel The need for social media reinforced Strategic approach Social Media within KLM today

11. Servicing

12. Inspiration

13. News

14. Servicing

15. Commercial Messages

16. Background info

18. Opportunities & Threats Vulnerable: fast exchange of bad experiences

19. Storyline Social Media: from ‘experimental’ start to serious crisis communication channel The need for social media reinforced Strategic approach Social Media within KLM today

21. Structural engagement of followers

22. Drive conversion

24. Create responsiveness & proximity

25. Proactively inform followers

28. 16 dd-mm-2008 Name of presentation - Version 1.01 Challenges webcare & servicing First one-stop shop concept Legacy systems Old media processes and lead times Position Social Media customers versus other groups Technical challenges (case management, monitoring) Etc.

29. dd-mm-2008 Name of presentation - Version 1.01 17 Strategic plan Four phased approach Gain followers From negative to neutral From neutral to ambassador Convert to klm sales

31. Unless there are focus countries in which other platforms are the standard

33. dd-mm-2008 Name of presentation - Version 1.01 20 Make their dream come true Surprise them Answers their questions Every customer a VIP Value their opinion Really listen to them Inform them Solve their problems

34. dd-mm-2008 Name of presentation - Version 1.01 21 Challenges Keeping track: measurement Social Media cannot be seen on it’s own Central vs Local Managing our reputation while expanding Social loyalty vs established loyalty Next step:

35. Dank voor uw aandacht! www.onlinetuesday.nl www.meetup.com/onlinetuesday @onlinetuesday