Liston_KLM_SM_Presentation

KLM Royal Dutch Airlines:

Flying High on Social Media

Eyjafjallajökull Volcano

#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

To the Rescue #ashcloud

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.

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.

KLM On Social Media

Notable Campaigns

#HappytoHelp

Notable Campaigns#Fly2Miami

Notable Campaigns

#MeetandSeat

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.

Any Questions?