Polle de Maagt: Money Earned Through Social Media

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  • Echt integreren in een organisatie is lastig\n
  • Dus daarvoor hebben we drie pijlers in gang gezet\n\n
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  • - idee geboren in Kazakhstan/Canada (komt uit de business, niet uit het social team)\n- social concept dat klopt met het merk\n- social concept dat gecraft is om engaging te zijn (dus goed voor IPM/edgerank, organic reach en niet killing)\n- social concept dat consumenten echt een rol geeft\n- lowlow periods\n- one of many social sales concepts we’re developing\n
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  • Oplossing van consumentenprobleem: booking hassle met vrienden\nOOK weer een voorbeeld van geen losse campagne, maar iets dat problemen oplost en iets dat ook blijvend is.\n
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  • Polle de Maagt: Money Earned Through Social Media

    1. 1. Revenue (mln €) 90 86 100 +30 days 80 80 95 Direct 86150 73 600 Bookings 67 65 65 90 73 Direct 80 60 +30 days 55 Be My Guest 80 50100 48 67 One-time effort to 400 43 55 drive sales/bookings. 40 40 48 35 65 65 43 30 60 40 25 5050 20 20 40 200 35 15 30 25 10 20 20 15 10 0 0 JUL AUG SEP OCT NOV DEC JAN FEB MAR APR JUN JUL Highlighted revenues Money earned through social media. -3%100 ALL WORK. ALL PLAY. Revenue (mln €) Average revenue/sale About July ‘12 €873,50 75 +30 days An atypical month because of the Be My Guest Direct -3% campaign effect kicking in. General sales volumes stay the same. 43 80 55 50 -3% -3% Prediction for August ’12 Polle de Maagt for Central / local Launch of new Flash Sales tool might give us extra 25 sales on Facebook channels and in Products / 27 36 20 40% services. 0 60% Facebook Twitter Be My Guest
    2. 2. WHAT ARE WE GONNA DO TODAY?THE SOMEWHAT OVER-CONFIDENT NAME OF MY COMPANY IS Ministry of World Domination.
    3. 3. ABOVE ALL: I change companiesto be less about adsand more about acts.
    4. 4. I WORKED FOR COMPANIES LIKECURRENTLY, I DO LONG TERM DIGITAL (AND SOCIAL) STRATEGY FOR { } Global Global Europe MY FOCUS TODAY
    5. 5. EXACTLY TWO YEARS AGO, I DID KLMSURPRISE
    6. 6. |LOVE IT OR HATE IT?
    7. 7. DUDE, WHERE’S MY SUITCASE?!The most important thing I learned about social. Ever.
    8. 8. Polle de Maagt @polledemaagt Proof that social media works. 95% OF CURRENT PROOF CHARLATANISM SOCIAL MEDIA IS COOL BECAUSE SOCIAL MEDIA IS COOL FANBOYISM IRRELEVANT STUFF WOW, THIS TECHNOLOGY THAT NOBODY UNDERSTANDS IS AWESOME LIKES, VIEWS, AWARDS
    9. 9. CASE STUDYKLM Royal Dutch Airlines
    10. 10. KLM, a 93-year-old airline.
    11. 11. KLM defined three main strategic pillars. 365 24 7 Customer service. Brand & Reputation. Commerce. No next steps without excellent Proving our brand in acts and Direct and indirect return on our customer support. conversations. social media relations. Questions answered within 1 hour Transparency Engage and sell Issues solved within 1 day Fast communication Target: 3 million engaged fans and followersKLM Twitter and Facebook team present 24/7 React on positive and negative feedback
    12. 12. Your social brand voice is leading. “WE KNOW YOU. AND WE “GET A 20% DISCOUNT REALLY FEEL YOU NEED TO ON ALL SEE THE NORTHERN LIGHT AT FLIGHTS TO OSLO.” LEAST ONCE IN YOUR LIFE. THAT’S WHY WE OFFER YOU A 10% DISCOUNT.”Photo: B_Olsen (Flickr)
    13. 13. Social campaigns, products and continuous efforts. September 2011 KLM Livereply March 2011 May 2011 450 KLM volunteers Fly2Miami Tile & Inspire 12 hours live November 2010 First flight scheduled and 120.000 tiles KLM Surprise sold through Twitter 1 million+ tweets +1500% Kazakhstan/Canada CAMPAIGNS. Social Sales Meet & Seat Tripplanner 24/7 servicing PRODUCTS & ACTS.CONTINUOUS CONTENT. Don’t push. Create stuff worth sharing.
    14. 14. Multi-dimensional return on social is obvious. EXTERNAL +1500 Campaigns We have great campaigns that work to generate likes and likeability. Direct sales Social drives direct sales Social products that drive preference Trip Planner, @KLMfares and others Tools like Meet & Seat will be dealmakers in New social tools that generate salesINDIRECT RETURN the long term. DIRECT RETURN KLM Web Relations Employee pride Cost efficient, service is sales, cocreation Social makes employees happy, generates many new ideas INTERNAL
    15. 15. OK, LET’S CUT THE CRAP.Show me the money.
    16. 16. 1500% extra sales by involving customers We invited customers to vote for their favorite destination (tell us where you want to go) and invite their friends to join in on the campaign (tell us how badly you want it). Our promise: the more people join in, the higher the discount. +1500% 1.1 million 44,8 IPM SALES COMPARED TO A NORMAL DAY TOTAL CUSTOMERS REACHED OUT OF EVERY REACHED CONSUMER INTERACTED WITH THE CAMPAIGN THE MORE JOIN IN, THE LOWER THE PRICEMORE http://klmcas.es/socialoffer
    17. 17. How does it work? Engage Activate Sell Potential customers are engaged to vote The winning destinations go up for the KLM announces the final ticket price and for their favorite destination and invite next round. The more customers join in, offers the opportunity to buy the their friends to do the same. the higher the discount. discounted tickets.MORE http://klmcas.es/socialoffer
    18. 18. Service is sales. A 1H RESPONSE & 24H SOLUTION 25.000 INTERACTIONS PER WEEK 24/7 service in 7 world languages (soon more)*YES, I LOVE SOCIALBAKERS.MORE http://klmcas.es/webcare
    19. 19. Trip Planner: break-even after first month. Trip Planner is a very easy way to plan a trip with your friends. Remove the hassle of picking a date, choosing a destination and finding a flight. All in three easy steps via the Trip Planner tool. Use Facebook to gather ... find a date, destination and ... book and enjoy! your friends ... price that works for everyone ...MORE http://klmcas.es/tripplanner
    20. 20. Travel Predictions: break-even after firstTravel Predictions analyses consumer’s Facebook graph to predict what their next trip will be. Oddly enough (?), it inspires consumers to actually live this prediction. 100.000 300% multiplier PREDICTIONS ON AVERAGE, EACH PARTICIPANT SHARES IT WITH 3 FRIENDS FACEBOOK GRAPH BASED PREDICTIONS
    21. 21. Social’s fair share in making the sale.More and more consumers get inspired by social media based interactions. On top of that, we’re helping moreand more people through social media with their questions and complaints. That must account for something, right? That’s the basis of conversion attribution. OF TRAFFIC COMES FROM PAID CHANNELS 75 % A potential passenger sees Potential passenger turns passenger one of our digital campaigns. and buys a ticket at klm.com. A potential passenger has a question/ complaint and turns to twitter/facebook. SHARE OF SOCIAL IN THIS SALE
    22. 22. 6 THINGS I LEARNED.
    23. 23. Polle de Maagt @polledemaagt 1. Consumers expect more. Deal with it. OVER-THE-TOP-DELIVERY OVER-DELIVERY EXPECTATIONS LEVEL DELIVERY UNDER-DELIVERY
    24. 24. Polle de Maagt @polledemaagt 2. Questions? Femke.Schreuders@klm.com KLM Social Business Dashboard > Global > Summary July ’12 Overview of cumulated revenue from channels, products, services and content on a global level. Flash Sales One-time effort to Total revenue & bookings 200 drive sales/bookings. 100 800 95 Revenue (mln €) 90 86 100 +30 days 80 80 95 Direct 86 150 73 600 Bookings 67 65 65 90 73 Direct 80 60 +30 days 55 Be My Guest 80 50 100 48 67 One-time effort to 400 43 55 drive sales/bookings. 40 40 48 35 65 65 43 30 60 40 25 50 50 20 20 40 200 35 15 30 25 10 20 20 15 10 0 0 JUL AUG SEP OCT NOV DEC JAN FEB MAR APR JUN JUL Highlighted revenues -3% 100 Revenue (mln €) Average revenue/sale About July ‘12 €873,50 75 +30 days An atypical month because of the Be My Guest Direct -3% campaign effect kicking in. General sales volumes stay the same. 43 80 55 50 -3% -3% Prediction for August ’12 Central / local Launch of new Flash Sales tool might give us extra 25 sales on Facebook channels and in Products / 27 36 20 40% services. 0 60% Facebook Twitter Be My Guest Channels Campaigns They don’t talk social. So talk management porn.
    25. 25. Polle de Maagt @polledemaagt 3. Build momentum. Change the organization. 2010 2010-2011 2011-2012 SOCIAL SOCIAL SERVICE SOCIAL PRODUCTS CAMPAIGNS 2012-2013 A true social business CAN YOU GUESS?
    26. 26. 4.Don’t reinvent, learn from others.Don’t trust your agency, trust your
    27. 27. 5. Break stuff. Make it work. Make it scalable. Social Offer started out as a Facebook experiment in the local KLM office in Kazakhstan. After tweaking it with our Canadian team, we packaged it, made it scalable and implemented it with our existing systems. By now, we have packaged it even further and made into an off-the-shelf campaign format for social.MORE http://klmcas.es/socialoffer
    28. 28. 6.Technology dictates strategy. Deal with it. Metrics dictates creativity. 35% 15%
    29. 29. Polle de Maagt @polledemaagt DO SOMETHING WITHIN 48 HOURS AFTER THIS SESSION.
    30. 30. THE END

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