KLM replaces tweets with live replies
KLM Royal Dutch Airlines has been one of those airlines that has made great strides in social media and in the past a tweet inspired an in-flight dance party as well as stalking its passengers through social media and buying them gifts.
KLM is also an airline that promises to reply to any tweet within an hour, day or night. For an airline that is exactly as you should be on social media. It’s latest campaign takes that a step further and if you send KLM a tweet during the next ten-or-so hours you get a ‘KLM Live Reply’.
The tweet, which went up yesterday, and is in the words of KLM designed to “show the world KLM’s helpful social media service, we’ve replaced normal Facebook and Twitter typed responses with a living alphabet made up of 140 KLM employees. This dedicated crew responds to tweets and posts in a unique way, by running around and assembling the answer live before your eyes, within the hour.”
It’s a nice stunt, but more than anything else it draws attention to engagement of KLM when it comes to social media.
All Comments
Although this is clearly a stunt.. its a very good stunt.. KLM clearly get what social media is all about.. so many companies i see, do the mon-fri 9-5pm.. and then thats it….
what happens at weekends? twitter is not a part time thing.. customers are talking about you, need your help at all sorts of times..not just when it suits you…
well done KLM a great initiative…
Mark Shaw
Blimey. I nearly fell asleep watching that. Instant?? Glacial more like. It would have been so much more effective if it had been a succession of tweets that also showed a diversity of questions, comments and answers.
It’s a ‘nice’ idea. But hopelessly executed.
Agreed it is a tad slow, but i imagine its kind of like watching other people’s holiday snaps. If it is you having your message spelled out then it is probabably quite fun.
Still it is a good reminder how quick and ready KLM are to engage socially.
This one is nice! They are singing too… http://www.youtube.com/klm/#p/a/u/0/dnCgHgtJRWo
Seriously! why is this great? it isn’t visually compelling, it is slow and it doesn’t communicate any brand values!! It is just something the makes the tweeters go to another platform (from twitter to youtube) and watch a video that is probably NOT the answer for their tweet.
It isn’t even funny or has babies and kittens in it.
What is the point of this?! Is this REALLY what social media is about?! NO! And it is so much NOT about social media, that it makes me angry.
Responding within an hour 24/7 is great. Not sure what the stunt is supposed to achieve though. Would have been better to show one “hero” responding to a massive quantity of tweets within an hour, multitasking queries, emails, phone calls grabbing people as they walk past etc just to respond to the customers. Then at least you can identify with something, feel like they’re efficient, going the extra mile, in control
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