KLM is at the forefront of the European airline industry. Offering reliability and a healthy dose of Dutch pragmatism, 32,000 KLM employees work to provide innovative products for their customers and a safe, efficient, service-oriented operation with a proactive focus on sustainability.

Over the last two years, KLM made some remarkable steps towards a consumer connected company. The start of their social media efforts was during the ash cloud in 2010, when the company realised an investment in social media was needed to keep in contact with their customers. Since then, they created momentum to build huge followings on twitter and facebook, some remarkable campaigns (e.g. KLM Surprise, Tile and Inspire, LiveReply) and become one of the best in class in travel and social media in general.

During my time at Boondoggle Amsterdam and Boondoggle Leuven as well as InSites Consulting, and, later, as a independent consultant, I was involved in several projects:

KLM Surprise

KLM Surprise: An experiment how happiness spreads

“Do something with Foursquare”. That was the briefing KLM took to then Boondoggle Amsterdam. Over the course of three weeks, we surprised KLM passengers with personalised gifts, making KLM Surprise a pretty remarkable social media case.