Airlines and Twitter have a chequered history. Some airlinebrands have embraced theimmediacy that themicro-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 mediaexpertise. Unusually, this strategy publicised KLM's readiness to embrace customerconversations through social media, rather than promoting ticket sales.
Rather than using Twitter to promotea new ticket offer or service, KLM wanted to let customers know about itscommitment to customer service in the social media space. KLM's social media policywas to answer every customer message personally within one hour, twenty-fourhours a day, seven days a week. The results was a Twitter response campaignthat was people powered in more ways than one...
KLM wanted to letcustomers know about the service that KLM offered in the social mediaspace. KLM's social media policy was to answer every customer messagepersonally within one hour, twenty-four hours a day, seven days a week.
In a move designed todemonstrate its commitment to customer service through social media, KLMdecided to spend a day replying to Twitter messages in person, or at moreaccurately, with 450 people.
Live reply involved the deployment of 450 KLMvolunteers working in three shifts to answer tweets, Facebook posts, or Hyves'scraps' using 140 characters at a time.
Followers and friendsof the brand could reach KLM through social media channels in Dutch orEnglish and ask anything regarding their travel or tickets. KLM also informedits followers about the latest airline news.
The human tweets werestreamed live on a dedicated site, and archived on the KLM YouTubechannel.
Results
This stunt is one of a number that KLM hasstaged on Twitter. Live reply saw approximately 70 videoswere uploaded onto the KLM YouTube channel, each achieving between 200 and6,500 views.
External links
BRAND: KLM
BRAND OWNER: Air France KLM
CATEGORY: Travel/Airlines
REGION: The Netherlands
DATE: September - September2011
MEDIA OWNERS: Twitter ,Facebook ,Hyves
MEDIA CHANNEL: Digital,Online,PR
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