Airlines and Twitter have a chequered history. Some airline
brands have embraced the
immediacy that the
micro-blogging platform has to offer, while others have come in for very public floggings from disgruntled
This stunt is the latest example of KLM's social media
expertise. Unusually, this strategy publicised KLM's readiness to embrace customer
conversations through social media, rather than promoting ticket sales.
Rather than using Twitter to promote
a new ticket offer or service, KLM wanted to let customers know about its
commitment to customer service in the social media space. KLM's social media policy
was to answer every customer message personally within one hour, twenty-four
hours a day, seven days a week. The results was a Twitter response campaign
that was people powered in more ways than one...
KLM wanted to let
customers know about the service that KLM offered in the social media
space. KLM's social media policy was to answer every customer message
personally within one hour, twenty-four hours a day, seven days a week.
In a move designed to
demonstrate its commitment to customer service through social media, KLM
decided to spend a day replying to Twitter messages in person, or at more
accurately, with 450 people.
Live reply involved the deployment of 450 KLM
volunteers working in three shifts to answer tweets, Facebook posts, or Hyves
'scraps' using 140 characters at a time.
Followers and friends
of the brand could reach KLM through social media channels in Dutch or
English and ask anything regarding their travel or tickets. KLM also informed
its followers about the latest airline news.
The human tweets were
streamed live on a dedicated site, and archived on the KLM YouTube
channel.
Results
This stunt is one of a number that KLM has
staged on Twitter. Live reply saw approximately 70 videos
were uploaded onto the KLM YouTube channel, each achieving between 200 and
6,500 views.
External links
BRAND: KLM
BRAND OWNER: Air France KLM
CATEGORY: Travel/Airlines
REGION: The Netherlands
DATE: September - September
2011
MEDIA OWNERS: Twitter ,Facebook ,Hyves
MEDIA CHANNEL: Digital,Online,PR
No comments:
Post a Comment