{"id":42746,"date":"2012-06-25T12:53:10","date_gmt":"2012-06-25T11:53:10","guid":{"rendered":"https:\/\/visionarymarketing.wordpress.com\/?p=2813"},"modified":"2020-10-10T19:14:10","modified_gmt":"2020-10-10T17:14:10","slug":"klm-how-to-pilot-social-media-for-clients-benefit","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2012\/06\/25\/klm-how-to-pilot-social-media-for-clients-benefit\/","title":{"rendered":"KLM shows how to pilot social media for one’s clients’ benefit"},"content":{"rendered":"

KLM’s Anna Ketting\u00a0<\/i>showed u<\/i><\/span>s how to pilot social media for one’s clients’ benefit. She was presenting for <\/i><\/span>KLM<\/span><\/em> today at the usefulsocialmedia conference. Her presentation was definitely aimed at better using social media for customer interaction. <\/span><\/em><\/p>\n

KLM has a small home country and market. 70% of its traffic to KLM.com is coming from paid channels. Google for instance is one of the biggest beneficiaries in that department. When Anna started working on that 3 years ago, questions arose so as to \u201cspend less on paid media\u201d. Discussions ensued, campaigns too (25,000 followers on Twitter joined in) \u2026 and then there was the ash cloud. The day after the ash cloud, Schipol Airport was empty but all the phone lines went down! This is when KLM started answering questions via Twitter and Facebook. They had so many questions that they put together a 140 staff organisation to address all these questions 24\/7.<\/p>\n

KLM shows how to pilot social media for one’s clients’ benefit<\/h2>\n
\"KLM<\/a>
KLM shows how to pilot social media for one’s clients’ benefit<\/figcaption><\/figure>\n

\u201cIn 2 week\u2019s time, this incident showed KLM management\u00a0 that social media was useful!\u201d Anna added.
\n3 main strategic pillars for social media at KLM.<\/p>\n

    \n
  1. customer services: address service issues and have the necessary feedback. This enables to pick up on the complains and solve them.<\/li>\n
  2. brand & reputation: that\u2019s a straightforward department \u2013 such as was demonstrated by Heineken. Southwest had a very bad example with \u201cSouthwest breaks guitar\u201d which did a lot of bad publicity for the brand. \u201cThis is what you don\u2019t want to happen\u201d.<\/li>\n
  3. commerce<\/li>\n<\/ol>\n

    KLM started with social media campaigns, went through service and is now putting products worth sharing online. In March 2011, with the fly2miami campaign, KLM sold the first-ever flight on Twitter.\u00a0 In May 2011, the tile and inspire campaign enabled users to propose \u201ctiles\u201d which then decorated a plane (120,000 of them on the whole). In September 2011, the Dutch airline launched \u201clivereply\u201d a video made with real-life employees who advertised live customer service on Twitter and Facebook 24\/7. \u201cThis worked great for employee cohesion\u201d Anna added.<\/p>\n