liston_klm_sm_presentation
TRANSCRIPT
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KLM Royal Dutch Airlines:
Flying High on Social Media
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Eyjafjallajökull Volcano
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#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
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To the Rescue #ashcloud
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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.
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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.
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KLM On Social Media
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Notable Campaigns
#HappytoHelp
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Notable Campaigns#Fly2Miami
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Notable Campaigns
#MeetandSeat
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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.
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Any Questions?