Roy ScheerderVP Marketing KLM29 November 2010

15 april

16 april

17 april

18 april

19 april

19 april

20 april

20 april

21 april

21 april

22 april

Persbericht

KLM vergroot bereikbaarheid door inzet Twitter en Facebook

 Gezien de uitzonderlijke omstandigheden is het

bijzonder druk in de call centers van KLM. Om de bereikbaarheid voor passagiers met vragen over reserveringen te vergroten, maakt KLM gebruik van haar kanalen op Twitter en Facebook. Ook kunnen passagiers via deze kanalen hun vluchten omboeken.

Peter Hartman, President-directeur KLM: "Wij zetten echt alles op alles om onze passagiers te kunnen helpen. Dat we social media hiervoor in kunnen zetten, is bijzonder goed nieuws. KLM is hiermee koploper".

22 april

23 april

23 april

23 april

Followers & Fans

Network Before crisis

End of crisis

Today

Twitter 6.000 29.000 65.000

Facebook 11.000 41.000 82.000

Current status

• “Social Media Hub”– Multi-disciplinairy team– Full servicing on Twitter & Facebook– KLM offers the same facilities through social media as via

call center– Reaction time within one hour, problem solving within 24

hours– Still limited to office hours

• Social Engagement– Content sharing– KLM Surprise

Surprised Customers

Tobias Hootsen• Marketing Manager Heineken• Leaves to Dubai for prolonged period• Checked in to SPL airport on 4sq

KLM Surprise!: Holland pack

Willem van Hommel • Traveling to NYC• Big fan of soccer team PSV (#1 in Dutch competition)• About to miss one of his soccer team’s most important

matches of the year

KLM Surprise!: Lonely Planet guide to New York with all the best soccer bars in the city marked out for him.

Conclusion

• Social networks prove to be valuable media for emergency communication

• From strategy to implementation can be done in a week (you may need an ash cloud however)

• Consumers are willing to involve brands into their social space, but only upon relevancy

• Social networks justify to be fully integrated into customer and commercial services

2711-04-2023