Group Members:- Harinder Singh

Siddesh DaptardarSushant Ohri

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World leaders in Air cargo.

Largest Intercontinental connections and longest Air Operating Network with 73 million passenger every year.

Founded in 1919, World’s oldest airline operating under its original name.

Headquartered in Amstelveen Near Amsterdam, Netherlands.

First European Airlines to introduce special roof for upper deck.

In 1985 had Joint venture with North-Western Airlines and in 2004 Merged with Air France.

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CRITERIA FOR SELECTION- BALANCED SCORECARD

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Impact of social Media into different sectors .

Importance of Social Media In Aviation Sector

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CRITERIA FOR SELECTION- BALANCED SCORECARD

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INTERNAL ANALYSIS

User friendly

Interactive and linked to external sources

Responsive- Q/A

Promotion of CSR activities through internal source.

KLM Travlr- Beta tool to indentify holiday destination.

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CRITERIA FOR SELECTION- BALANCED SCORECARD

.Facebook Fan Photos- Used for Customised Luggage tag.

EXTERNAL ANALYSIS

Won Award for Best Airlines in Social Media For last two years

It has been one of the Best Facebook Timelines.

Facebook contest -Fill in the Blank where favourite destination is customised with the image to encourage Fans following.

Twitter – Propose the Bet contest- Fill up empty Plane travelling to Miami.

Influential – Linked to all major social media networking sites

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CRITERIA FOR SELECTION- BALANCED SCORECARD

.Qantas Airways- Qantas Luxury Hashtag – Social Media Disaster.

COMPETITORS ANALYSIS

Delta Airways- Unique launch of “ Ticket Window”- Booking tickets from Facebook Fan page and Twitter.

Malaysian Airways- Introduced Concept of “child Free zone” – videos and Gaming zone

Virgin Airways- Global Collaboration with Facebook for Social Media Marathon- Launch of Facebook application called “First Time”.

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“Meet and Seat”- enhanced customer engagement and better networking.

SOCIAL MEDIA INITIATIVES

KLM customer service operates 24X7 on Twitter and FB with live customer response within 23 minutes.

Three strategic pillars of social Media initiative – Customer Service, Brand and Reputation and Commerce.

Social Media campaigns- “Tile and Inspire”-personalised touch to customer.

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KLM – “Surprise Campaign” for turning customer boredom into excitement.

http://www.youtube.com/watch?

v=XpUyFqPcwO4

http://www.youtube.com/watch?v=Sh-JRoY7_LU

http://www.youtube.com/watch?v=eL2lWn7oup4

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YOU TUBE VIDEOS

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SOCIAL MEDIA IMPACT

.Fan Following- Growth rate amplified after social-media campaign.

.Conversion of customers travelling within European Nations after KLM social Media campaign.

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RECOMMENDATIONS

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KLM is setting an example as the most sustainable airline to reduce co2 emission by 3%

It Uses recycled cooking oil to fuel 200 flights between Paris and Amsterdam for reducing carbon emission every year for which they charge voluntarily from customer as a CSR initiative.

Consumer survey - 81% of consumer are unaware of any such CSR intitative. More campaigns should be conducted on social media channels.

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RECOMMENDATIONS

. Introduce gaming challenges and networks via social media in order to help generate awareness on hijacking and terrorist activities.

Introduce Mobile application such as Luggage tracking .

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REPORT STRUCTURE

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Background Study- Aviation industry

Overview of KLM Airlines

Selection Criteria- Balanced scorecard

Internal and External Analysis

Social Media Initiatives

Recommendations

Competitive Analysis