Co-creation in Social Media KLM Royal Dutch Airlines

Co-creation in Social Media KLM Royal Dutch Airlines 22 March

Plan • Airlines & Co – creation • A few facts about co-creation • Some interesting examples • Creative task & discussion • Case solving example

Airlines & Co-creation • Not only products but also services can be a platform for co-creation • Social Media is a convenient place for co-creation: — Transparency — Viral reach — Sharing nature — Habitual place for customers

A few facts about co-creation • Co-creation is not only about the product/service you are selling • Co-creation is not necessarily a big project • Co-creation can be made out of nothing • Co-creation can be a continuous process made on a daily basis

Classical example When kids would run KLM… Share your ideas to give children a fantastic flight experience here: http: //klmf. ly/Xm 9 vp. V Bright ideas for children!

Classical example

Co-creation is not only about the product you are selling Create a map, with the best tips from your friends, and have it delivered for free! http: //klmf. ly/Tl. BQ 2 A KLM Must See Map

Co-creation is not only about the product you are selling How do you look when dressed as a KLM flight attendant? Stewardess yourself!

Co-creation is not necessarily a big project KLM crew suggested these 4 products for on board sales. But only one will end up in our KLM store. YOU have the final say! Choose your favourite 1, 2, 3 or 4. !

Co-creation is not necessarily a big project What sandwich package design (1, 2, 3, 4 or 5) do you prefer? For a closer look click here: http: //klmf. ly/GCFg. U

Co-creation can be made out of nothing • Help us find a name for our new tab! Since you have surprised us several times with creative ideas through our social media channels, we decided to create a tab on this facebook page where you can think along with us about our products and services. We value your opinion! While the tab is still under construction we are looking for a name. We have come up with ‘lab tab’, ‘fan lab’… Can you think of a better one? ’ • Tomorrow we’ll launch a new item here on facebook: ‘Bright Ideas’, a place where you can help us to improve what we do. Thank you Denise, Dianna and Andy for coming up with this cool and sparkling name when we asked for input! You will receive a surprise KLM goody bag.

Co-creation can be made on a daily basis Ideas for co-creation are everywhere! Real examples: • How to name a new aircraft? Piazza Navona Roma • How to name a new e-service? TTT • Which menu should we serve on board? China

Creative task Purpose: • To create something really special with the help of your customers. Something that connects your brand attributes and values and inspires customers to travel with you. Something that will make them feel fun. Conditions & main features. This campaign should: • Be held mainly online and easily promoted via Facebook; • Create a buzz around it in both online and offline media even without your active participation; • Be targeted on all of your fans without age/gender specifications; • Contribute to positive brand image; • Show customers clear criteria how their input will be selected. Rewards: • You cannot provide each participant with a valuable prize. Task: • Propose a general concept; • Create an engaging post for Facebook to invite your fans to participate.

Tile & Inspire Get your Delft blue portrait on a real KLM plane! Let your inspirational message fly all over the world! http: //youtu. be/a. P_b. N 4 xww 9 s http: //youtu. be/YR 75 c 8 mt. Gjk

Tile & Inspire

Tile & Inspire

Tile & Inspire Results: • More than 1 300 000 video views in Youtube, a lot of press releases and articles published • Attracted large audience from all over the world • Very positive feedback Keys to success: • Clear and transparent idea • Inspiring concept • Easy functional • Constant engaging • Personal approach

More co-creation examples from other airlines http: //simpliflying. com/2010/airlines-go-on-a-crowdsourci ng-binge-co-creating-their-brands-with-travelers/

Good luck! Enjoy co-creation!