KLM’s social media strategy – Part 1

Part 1 : Early Efforts and the Ash Cloud

KLM has been active in social media since late 2009. Ever since, people have been asking us about our social media strategy. We’re pleased about all the attention. Unfortunately, though, we can’t answer all questions individually. So, we thought we’d write a short series of blogs about it instead.

Back in the summer of 2009, a small group of department representatives gathered each week to discuss the rise of social networks and how they related to KLM. Rather than blindly setting up accounts, thinking, “We have to do something with social media”, we took the time to observe, listen and learn. We noticed how travellers were exchanging experiences with each other, how the media were listening in, and how online sentiment was having an increasing impact on consumer choices and brand reputations. We concluded that, by becoming an active part of the online dialogue, we could increase brand engagement, strengthen our reputation, and ultimately sell more tickets. It was in these early days that we created the solid base that is now one of the keys to our success: cooperation. Keep reading →

KLM’s social media strategy – Part 2

Part 2 : The Social Media Hub

KLM has been active in social media since late 2009. Ever since, people have been asking us about our social media strategy. In this second part of our blog series about it, we look at how we’re organised.

Jeff Bezos, founder and CEO of Amazon.com once said: “Your brand is what people say about you when you’re not in the room.” That’s very true indeed, but there’s more to it than that. The world is changing. More than ever, people are sharing their experiences online, and they rely on peers opinions rather than top-down marketing campaigns. Keep reading →

KLM’s social media strategy – Part 3

Part 3 : Campaigns

KLM has been active in social media since late 2009. Ever since, people have been asking us about our social media strategy. In this third part of our blog series about it, we look back at some of our campaigns.

Over the past three years, we launched a number of social campaigns – some big, some small, like “Personal Space”, “Dream Destinations” and our “Latino” campaign. One of our earliest campaigns that I really enjoyed was “KLM Fans”, in which we invited talented filmmakers to promote our Facebook page. Keep reading →

KLM’s social media strategy – Part 4

Part 4 : Roadmap and Strategy

KLM has been active in social media since late 2009. Ever since, people have been asking us about our social media strategy. In this fourth and final part of our blog series, we take a look at where we’re heading.

2009 was the year of orientation. In 2010 we continued to set up accounts, experiment and further explore the social landscape. In 2011 we focused on growing, learning and putting governance into place. And our efforts started to pay off. On 31 January 2012, we reached a milestone with one million likes on our global Facebook page. At the time of this writing, we have over 1.7 million. Keep reading →