KLM's Social Efforts Generated €25 Million in 2014 — A Look Inside The Strategy

The head of KLM's social media team talked strategy with SocialTimes at the Socialbakers Engage conference in Prague, explaining how the airline turns unhappy passengers into brand ambassadors.

One of the biggest demerits against social marketing has been that it’s tough to prove direct return on investment.

Don’t tell that to Gert Wim ter Haar, the social media hub manager at Dutch airline KLM. His company’s social team turns irate passengers into happy brand ambassadors — generating an extra 25 million Euro last year for the company.

Wim ter Haar doesn’t see an angry customer as something to be placated or ignored, shipped to a 1-800 customer service number or a boilerplate FAQ page.

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