Speaker:

Koen Spiers
Social Media Manager
KLM Royal Dutch Airlines
Responsible for: – Setting up and managing international online (Social Media) campaigns. – Campaign strategy – Developing new (commercial) campaign concepts – The Integration of Social Media in other online-marketing campaigns – The commercial use of Google+ – Social advertising

Koen has his job because of the Eyjafjallajökull eruption in 2010. The question for KLM was “are we going to respond” as if we did, there’s no turning back. They did respond and answered as many questions as possible.

1. Service – service is sales.
2. Brand & Rep – Brand actions speak louder than tweets.
3. Commerce – Make commerce social by design.

KLM’s challenges geographically.

• 65 countries
• 131 worldwide desitinations
• Over 100 languages
• 25,8000,000 passengers per year

Flying is a huge moment of stress people. More than 100 people working on social media now in over 10 languages. 35,000 interactions per week, 75% of which are through Facebook. They now take away forms and replace with social media interaction. Lost and found team have 3 dedicated employees to retrieve lost objects.

Crew now have an iPad to connect to airports during flights and connects with Salesforce to integrate social inflight.

Reactive – Proactive – Predictive. This process means managing expectations. KLM promise to respond within an hour but with this has to come transparency.

Social Payment is now active within Facebook and Twitter to make things really simple to do something such as an upgrade. This came to 100,000 EUR in payments in the first 2 weeks alone meaning it really works.