This document discusses KLM Airlines' use of social media. It provides an overview of KLM, which was founded in 1919 and is the oldest airline operating under its original name. The document then analyzes KLM's social media initiatives both internally and externally, compares them to competitors' strategies, and provides recommendations, such as conducting more campaigns to increase awareness of KLM's CSR work in reducing emissions.

1. Group Members:-
Harinder Singh
Siddesh Daptardar
Sushant Ohri

2. Founded in 1919, World’s
oldest airline operating
under its original name.
Headquartered in Amstelveen
Near Amsterdam, Netherlands.
First European Airlines to
introduce special roof for
upper deck.
In 1985 had Joint venture
with North-Western Airlines World leaders in Air cargo.
and in 2004 Merged with Largest Intercontinental
Air France. connections and longest Air
Operating Network with 73
million passenger every
year.
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3. CRITERIA FOR SELECTION- BALANCED SCORECARD
Impact of social Media into
different sectors .
.
Importance of Social
Media In Aviation Sector
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4. CRITERIA FOR SELECTION- BALANCED SCORECARD
INTERNAL ANALYSIS
User friendly
Interactive and linked to external sources
Responsive- Q/A
.
Promotion of CSR activities through
internal source.
KLM Travlr- Beta tool to indentify
holiday destination.
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5. CRITERIA FOR SELECTION- BALANCED SCORECARD
EXTERNAL ANALYSIS
Influential – Linked to all major social media networking sites
Won Award for Best Airlines in Social Media For last two years
It has been one of the Best Facebook Timelines.
Facebook Fan Photos- Used for Customised Luggage tag.
.
Facebook contest -Fill in the Blank where favourite destination is
customised with the image to encourage Fans following.
Twitter – Propose the Bet contest- Fill up empty Plane
travelling to Miami.
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6. CRITERIA FOR SELECTION- BALANCED SCORECARD
COMPETITORS ANALYSIS
Delta Airways- Unique launch of “ Ticket Window”- Booking tickets
from Facebook Fan page and Twitter.
Malaysian Airways- Introduced Concept of “child Free
zone” – videos and Gaming zone
Qantas Airways- Qantas Luxury Hashtag – Social Media Disaster.
.
Virgin Airways- Global Collaboration with Facebook for Social Media
Marathon- Launch of Facebook application called “First Time”.
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7. SOCIAL MEDIA INITIATIVES
KLM customer service
operates 24X7 on Twitter and
FB with live customer
response within 23 minutes.
Three strategic pillars of social
Media initiative – Customer
Service, Brand and Reputation
and Commerce.
.
Social Media campaigns-
“Tile and Inspire”-personalised
touch to customer.
“Meet and Seat”- enhanced
KLM – “Surprise Campaign” customer engagement and
for turning customer boredom better networking.
into excitement.
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8. YOU TUBE VIDEOS
 http://www.youtube.com/watch?v=XpUyFqPcwO4
 http://www.youtube.com/watch?v=Sh-JRoY7_LU
 http://www.youtube.com/watch?v=eL2lWn7oup4
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9. SOCIAL MEDIA IMPACT
.
Fan Following- Growth rate
amplified after social-media
campaign.
.
Conversion of customers
travelling within European
Nations after KLM social
Media campaign.
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10. RECOMMENDATIONS
KLM is setting an example as
the most sustainable airline to
reduce co2 emission by 3%
.
It Uses recycled cooking oil to
Consumer survey - 81% of
fuel 200 flights between Paris and
consumer are unaware of any
Amsterdam for reducing carbon
such CSR intitative. More
emission every year for which they
campaigns should be
charge voluntarily from customer
conducted on social media
as a CSR initiative.
channels.
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11. RECOMMENDATIONS
Introduce Mobile
application such as
Luggage tracking .
.
Introduce gaming challenges and
networks via social media in order
to help generate awareness on
hijacking and terrorist activities.
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12. REPORT STRUCTURE
Background Study- Aviation industry
Overview of KLM Airlines
Selection Criteria- Balanced scorecard
Internal and External Analysis
.
Competitive Analysis
Social Media Initiatives
Recommendations
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