KLM

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30 brands with excellent social media strategies

From brand storytelling to new commerce opportunities, social platforms offer brands an unmissable opportunity to reach and engage consumers today (social media users passed the 3.5 billion mark in July 2019, as reported by WeAreSocial). Strategy is not always easy to get right, especially when it comes to the tricky issue of attribution. With that […]

How KLM uses bots and AI in ‘human’ social customer service

KLM social media manager Karlijn Vogel-Meijer was one of the most enlightening speakers at 2016’s Festival of Marketing.

She told the story of KLM’s work on social media, including the latest footnote – using AI and bots to enhance the customer journey whilst maintaining a human touch.

Here’s a recap..

Six useful mobile marketing case studies

Case studies are always hugely popular on the Econsultancy blog because they act as a valuable source of inspiration for marketers.

In this post I’ll roundup six interesting mobile case studies, some of which perhaps lean more towards being about multichannel marketing.

These have mostly been borrowed from the Econsultancy Case Studies Database, which is packed full of useful examples from a range of brand and industries.

50+ key takeaways and soundbites from the Festival of Marketing

Last week, thousands of marketers attended our Festival of Marketing at the Tobacco Dock in London.

It was a two-day celebration of the modern marketing industry, featuring speakers from brands including LEGO, Marks and Spencer, Coca-Cola, Buzzfeed, KLM and many more industry experts sparking discussions in a unique mix of Q&As, debates, case studies and workshops.

Although it would be impossible to condense one session into a single quote, or even cover every single session in each strand (there were 10 stages featuring approximately 120 sessions plus five keynote speeches), here’s a quick round-up some of the key takeaways from our event. 

KLM: We make €25m per year from social media

When trying to improve your digital marketing skills it’s advisable to learn from the best in the business.

In social media that means taking a lesson from KLM, an airline that can achieves €25m in social sales each year.

At Econsultancy’s Festival of Marketing today KLM’s social media manager Karlijn Vogel-Meijer gave an insight into the company’s strategy, which is built around a laser focus on the customer experience.

The talk kicked off with a reminder of a very important rule for social marketers: you’re a guest at someone else’s party.

Logo for the Dutch airline KLM

How KLM nails social customer care

130 dedicated social customer care employees, social payment for customers, flight attendants supplied taking social enquiries offline, an updating Twitter header displaying average response time.

These are some of the elements of KLM’s social customer care that make it world beating.

Let’s have a closer look, courtesy of Robertjan Groenveld, social media hub manager at KLM, speaking at Socialbakers’ Engage London 2014.