1. Revenue (mln €) 90
86 100
+30 days
80 80 95
Direct 86
150 73 600
Bookings 67 65 65
90 73
Direct 80 60
+30 days 55 Be My Guest
80 50
100 48 67 One-time effort to 400
43 55 drive sales/bookings.
40 40
48 35
65 65
43 30 60
40 25 50
50 20 20 40 200
35
15 30
25
10 20 20
15
10
0 0
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR JUN JUL
Highlighted revenues Money earned through social media.
-3%
100
ALL WORK. ALL PLAY.
Revenue (mln €)
Average revenue/sale About July ‘12
€873,50
75 +30 days An atypical month because of the Be My Guest
Direct -3% campaign effect kicking in. General sales volumes
stay the same.
43 80
55
50 -3% -3%
Prediction for August ’12
Polle de Maagt for
Central / local Launch of new Flash Sales tool might give us extra
25
sales on Facebook channels and in Products /
27
36
20
40% services.
0 60%
Facebook Twitter Be My Guest

2. WHAT ARE WE GONNA DO TODAY?
THE SOMEWHAT OVER-CONFIDENT NAME OF MY COMPANY IS
Ministry of World Domination.

3. ABOVE ALL:
I change companies
to be less about ads
and more about acts.

4. I WORKED FOR COMPANIES LIKE
CURRENTLY, I DO LONG TERM DIGITAL (AND SOCIAL)
STRATEGY FOR
{ }
Global Global Europe
MY FOCUS TODAY

5. EXACTLY TWO YEARS AGO, I DID KLMSURPRISE

6. |
LOVE IT OR HATE IT?

7. DUDE, WHERE’S MY SUITCASE?!
The most important thing I learned about social.
Ever.

8. Polle de Maagt @polledemaagt
Proof that social media works.
95% OF CURRENT PROOF
CHARLATANISM
SOCIAL MEDIA IS COOL BECAUSE
SOCIAL MEDIA IS COOL
FANBOYISM
IRRELEVANT STUFF
WOW, THIS TECHNOLOGY THAT
NOBODY UNDERSTANDS IS AWESOME LIKES, VIEWS, AWARDS

9. CASE STUDY
KLM Royal Dutch Airlines

10. KLM, a 93-year-old airline.

11. KLM defined three main strategic pillars.
365
24
7
Customer service. Brand & Reputation. Commerce.
No next steps without excellent Proving our brand in acts and Direct and indirect return on our
customer support. conversations. social media relations.
Questions answered within 1 hour Transparency Engage and sell
Issues solved within 1 day Fast communication Target: 3 million engaged fans and followers
KLM Twitter and Facebook team present 24/7 React on positive and negative feedback

12. Your social brand voice is leading.
“WE KNOW YOU. AND WE
“GET A 20%
DISCOUNT REALLY FEEL YOU NEED TO
ON ALL SEE THE NORTHERN LIGHT AT
FLIGHTS TO
OSLO.” LEAST ONCE IN YOUR LIFE.
THAT’S WHY WE OFFER YOU A
10% DISCOUNT.”
Photo: B_Olsen (Flickr)

13. Social campaigns, products and continuous efforts.
September 2011
KLM Livereply
March 2011 May 2011 450 KLM volunteers
Fly2Miami Tile & Inspire 12 hours live
November 2010 First flight scheduled and 120.000 tiles
KLM Surprise sold through Twitter
1 million+ tweets
+1500%
Kazakhstan/Canada
CAMPAIGNS. Social Sales
Meet & Seat Tripplanner
24/7 servicing
PRODUCTS & ACTS.
CONTINUOUS CONTENT.
Don’t push. Create stuff worth sharing.

14. Multi-dimensional return on social is obvious.
EXTERNAL
+1500
Campaigns
We have great campaigns that work
to generate likes and likeability. Direct sales
Social drives direct sales
Social products that drive
preference Trip Planner, @KLMfares and others
Tools like Meet & Seat will be dealmakers in New social tools that generate sales
INDIRECT RETURN the long term. DIRECT RETURN
KLM Web Relations
Employee pride Cost efficient, service is sales, cocreation
Social makes employees happy,
generates many new ideas
INTERNAL

15. OK, LET’S CUT THE CRAP.
Show me the money.

16. 1500% extra sales by involving customers
We invited customers to vote for their favorite destination (tell us where you want to go) and invite their friends
to join in on the campaign (tell us how badly you want it). Our promise: the more people join in, the higher the
discount.
+1500% 1.1 million 44,8 IPM
SALES COMPARED TO A NORMAL DAY TOTAL CUSTOMERS REACHED OUT OF EVERY REACHED CONSUMER
INTERACTED WITH THE CAMPAIGN
THE MORE JOIN IN,
THE LOWER THE PRICE
MORE http://klmcas.es/socialoffer

17. How does it work?
Engage Activate Sell
Potential customers are engaged to vote The winning destinations go up for the KLM announces the final ticket price and
for their favorite destination and invite next round. The more customers join in, offers the opportunity to buy the
their friends to do the same. the higher the discount. discounted tickets.
MORE http://klmcas.es/socialoffer

18. Service is sales.
A 1H RESPONSE & 24H
SOLUTION
25.000
INTERACTIONS PER WEEK
24/7 service in 7 world languages
(soon more)
*YES, I LOVE SOCIALBAKERS.
MORE http://klmcas.es/webcare

19. Trip Planner: break-even after first month.
Trip Planner is a very easy way to plan a trip with your friends. Remove the hassle of picking a date,
choosing a destination and finding a flight.
All in three easy steps via the Trip Planner tool.
Use Facebook to gather ... find a date, destination and ... book and enjoy!
your friends ... price that works for everyone ...
MORE http://klmcas.es/tripplanner

20. Travel Predictions: break-even after first
Travel Predictions analyses consumer’s Facebook graph to predict what their next trip will be. Oddly enough (?), it
inspires consumers to actually live this prediction.
100.000 300% multiplier
PREDICTIONS ON AVERAGE, EACH PARTICIPANT SHARES IT WITH 3 FRIENDS
FACEBOOK GRAPH
BASED PREDICTIONS

21. Social’s fair share in making the sale.
More and more consumers get inspired by social media based interactions. On top of that, we’re helping more
and more people through social media with their questions and complaints. That must account for something,
right?
That’s the basis of conversion attribution.
OF TRAFFIC
COMES FROM
PAID CHANNELS
75 %
A potential passenger sees Potential passenger turns passenger
one of our digital campaigns. and buys a ticket at klm.com.
A potential passenger has a question/
complaint and turns to twitter/facebook.
SHARE OF SOCIAL
IN THIS SALE

22. 6 THINGS I LEARNED.

23. Polle de Maagt @polledemaagt
1.
Consumers expect more. Deal with it.
OVER-THE-TOP-DELIVERY
OVER-DELIVERY
EXPECTATIONS LEVEL DELIVERY
UNDER-DELIVERY

24. Polle de Maagt @polledemaagt
2.
Questions? Femke.Schreuders@klm.com
KLM Social Business Dashboard > Global >
Summary July ’12 Overview of cumulated revenue from channels, products,
services and content on a global level.
Flash Sales
One-time effort to
Total revenue & bookings
200 drive sales/bookings. 100
800
95
Revenue (mln €) 90
86 100
+30 days
80 80 95
Direct 86
150 73 600
Bookings 67 65 65
90 73
Direct 80 60
+30 days 55 Be My Guest
80 50
100 48 67 One-time effort to 400
43 55 drive sales/bookings.
40 40
48 35
65 65
43 30 60
40 25 50
50 20 20 40 200
35
15 30
25
10 20 20
15
10
0 0
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR JUN JUL
Highlighted revenues -3%
100
Revenue (mln €)
Average revenue/sale About July ‘12
€873,50
75 +30 days An atypical month because of the Be My Guest
Direct -3% campaign effect kicking in. General sales volumes
stay the same.
43 80
55
50 -3% -3%
Prediction for August ’12
Central / local Launch of new Flash Sales tool might give us extra
25
sales on Facebook channels and in Products /
27
36
20
40% services.
0 60%
Facebook Twitter Be My Guest
Channels Campaigns
They don’t talk social. So talk management porn.

25. Polle de Maagt @polledemaagt
3.
Build momentum. Change the organization.
2010 2010-2011 2011-2012
SOCIAL SOCIAL SERVICE SOCIAL PRODUCTS
CAMPAIGNS 2012-2013
A true social business
CAN YOU GUESS?

26. 4.
Don’t reinvent, learn from others.
Don’t trust your agency, trust your

27. 5.
Break stuff. Make it work. Make it scalable.
Social Offer started out as a Facebook experiment in the local KLM office in Kazakhstan. After tweaking it with our
Canadian team, we packaged it, made it scalable and implemented it with our existing systems. By now, we have
packaged it even further and made into an off-the-shelf campaign format for social.
MORE http://klmcas.es/socialoffer

28. 6.
Technology dictates strategy. Deal with it.
Metrics dictates creativity.
35%
15%

29. Polle de Maagt @polledemaagt
DO SOMETHING WITHIN
48
HOURS AFTER THIS SESSION.

30. THE END