{"id":968,"date":"2011-12-02T10:51:00","date_gmt":"2011-12-02T10:51:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2011\/12\/02\/la-sorpresa-de-klm\/"},"modified":"2023-06-27T11:31:30","modified_gmt":"2023-06-27T11:31:30","slug":"la-sorpresa-de-klm","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/la-sorpresa-de-klm\/","title":{"rendered":"La Sorpresa de KLM"},"content":{"rendered":"

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Salta a la vista el potencial que tenen les xarxes socials per al m\u00e0rqueting i la investigaci\u00f3 de mercats. Perfils plens d'informaci\u00f3 personal que ens permeten segmentar mercats i personalitzar accions. Simplement indagant una mica al perfil dels nostres consumidors podem arribar a con\u00e8ixer els seus gustos, inquietuds, opinions, motivacions o aspectes de la seva vida quotidiana com el que estan a punt de fer. Aix\u00f2 \u00e9s justament el que ha fet l'aerol\u00ednia holandesa KLM.<\/span><\/p>\n

La companyia a\u00e8ria KLM ha dut a terme la campanya KLM Surprise, reedici\u00f3 d'una campanya llan\u00e7ada originalment a finals del 2010 per la mateixa aerol\u00ednia. Es tracta d'una campanya que integrava el potencial de les xarxes socials i els RAK's (random act of kindness) combinant <\/span><\/span>accions on-line i off-line. El quid de la q\u00fcesti\u00f3 era obsequiar els viatgers que havien triat KLM per volar mentre esperaven a l'aeroport per embarcar a l'avi\u00f3, convertint l'avorrida espera en una experi\u00e8ncia positiva.<\/span><\/p>\n

\n

Un equip de hostesses i personal destinat a la campanya en q\u00fcesti\u00f3 es va dedicar a monitoritzar les persones que feien check-in a alguna venue de KLM<\/span><\/span><\/span> <\/span><\/span>a trav\u00e9s de Foursquare o havien anunciat via Twitter o Facebook que es disposaven a volar amb la companyia. Un cop identificats els viatgers, a trav\u00e9s de la informaci\u00f3 accessible dels seus perfils a les xarxes socials, tractaven de con\u00e8ixer els seus clients m\u00ednimament i\/o esbrinar quin tipus de viatge es disposaven a fer, cap on es dirigien i amb quin prop\u00f2sit. La fi de tot aix\u00f2 era aconseguir-los un regal totalment personalitzat i fer-los entrega a l'aeroport abans que pugessin a l'avi\u00f3. Un exemple: Lars, un jove de 17 anys, fan de KLM i que es descriu a si mateix a Twitter com a \u201cfutur pilot de KLM\u201d, va ser sorpr\u00e8s per les hostesses de l'aerol\u00ednia que el van obsequiar amb una aut\u00e8ntica gorra de pilot de la mateixa companyia. <\/span><\/p>\n

El resultat de la campanya va ser un impactant viral amb m\u00e9s de 150.000 reproduccions a Youtube on es mostra com la companyia s'esfor\u00e7a per con\u00e8ixer els clients i sorprendre'ls amb regals totalment personalitzats. Per intrusiva que sembli l'acci\u00f3 (la companyia va inspeccionar els perfils dels clients a les xarxes socials), els resultats salten a la vista: cares de sorpresa i satisfacci\u00f3.<\/span><\/p>\n

A m\u00e9s d'un gran impacte en xarxes socials, KLM es mostra com una aerol\u00ednia propera al client i preocupada per la seva satisfacci\u00f3 alhora que transmet una imatge diferent de la de la seva compet\u00e8ncia. Tot aix\u00f2 a un cost inferior al duna campanya tradicional de m\u00e0rqueting.<\/span><\/p>\n

<\/p>\n

Aquesta \u00e9s una manera diferent i original de fer una campanya de fidelitzaci\u00f3. Gr\u00e0cies al gran volum d'informaci\u00f3 que es pot extreure a trav\u00e9s de les xarxes socials tenim l'oportunitat de relacionar-nos amb els nostres clients, de con\u00e8ixer-los i intentar connectar amb ells a un cost pr\u00e0cticament nul. Evidentment, aquesta acci\u00f3 seria inviable sense l'exist\u00e8ncia dels social media.<\/span><\/p>\n

http:\/\/www.youtube.com\/watch?v=pqHWAE8GDEk<\/a><\/p>\n

<\/span><\/p>\n

Ra\u00fal Hidalga Ram\u00f3n<\/div>\n

<\/span><\/p>\n

<\/div>\n<\/span>","protected":false},"excerpt":{"rendered":"

Salta a la vista el potencial que tenen les xarxes socials per al m\u00e0rqueting i la investigaci\u00f3 de mercats. Perfils plens d'informaci\u00f3 personal que ens permeten segmentar mercats i personalitzar accions. Simplement indagant una mica en el perfil dels nostres consumidors podem arribar a con\u00e8ixer els seus gustos, inquietuds, opinions, motivacions o aspectes del seu [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"\nLa Sorpresa de KLM -<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La Sorpresa de KLM -\" \/>\n<meta property=\"og:description\" content=\"Salta a la vista el potencial que poseen las redes sociales para el marketing y la investigaci\u00f3n de mercados. Perfiles repletos de informaci\u00f3n personal que nos permiten segmentar mercados y personalizar acciones. 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