Open Innovation Festival 2010

1. Roy Scheerder
VP Marketing KLM
29 November 2010

2. 15 april

4. 16 april

5. 17 april

6. 18 april

7. 19 april

8. 19 april

9. 20 april

10. 20 april

11. 21 april

12. 21 april

13. 22 april

14. 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

15. 23 april

16. 23 april

17. 23 april

21. Followers & Fans
Network Before
crisis
End of
crisis
Today
Twitter 6.000 29.000 65.000
Facebook 11.000 41.000 82.000

22. 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

24. 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.

26. 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

27. 30-1-2015
27