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Liston_KLM_SM_Presentation

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Liston_KLM_SM_Presentation

  1. 1. KLM Royal Dutch Airlines: Flying High on Social Media
  2. 2. Eyjafjallajökull Volcano
  3. 3. #ashcloud effects  $1.7 billion dollars lost during the entire shutdown.*  1.2 million passengers per day affected.*  95,000 flights canceled.**  Airlines swamped with customer service inquires. * Per International Air Transport Association (IATA) reported by BBC. http://news.bbc.co.uk/2/hi/business/8634147.stm ** - per BBC report - http://news.bbc.co.uk/2/hi/uk_news/8633892.stm
  4. 4. To the Rescue #ashcloud
  5. 5. After the Ash Cleared… Social Media Strategy Three “Pillars” 1. Service 2. Brand & Reputation 3. Commerce “Social Care” – Team that monitors Facebook/Twitter, and responds to any customer question or concern.
  6. 6. KLM Social Care  Started as a team of 160, including employees from other areas of the business, like flight attendants.  Monitors Facebook, Twitter, LinkedIn and Vkontakte (Russian)  Grew to be 24/7, and to include ability to respond in nearly every language via Twitter.  1 hour reply promise on Facebook, Twitter and Vkontakte.
  7. 7. KLM On Social Media
  8. 8. Notable Campaigns #HappytoHelp
  9. 9. Notable Campaigns #Fly2Miami
  10. 10. Notable Campaigns  #MeetandSeat
  11. 11. Does Social Media Pay Off for KLM? - Positive attention = new customers? - $28 million in sales due to social media. - New ‘Social Payment’ system brings in $90,500 a week in sales, and will grow. - Use their social media sites to advertise their KLM produced mobile games. - Proves their strategy has been effective. - Can finance new campaigns and initiatives.
  12. 12. Any Questions?

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