{"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\/fr\/la-sorpresa-de-klm\/","title":{"rendered":"La surprise KLM"},"content":{"rendered":"<p><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if gte mso 10]>  <![endif]--><\/p>\n<p style=\"text-align: justify;\"><span>Le potentiel des r\u00e9seaux sociaux pour le marketing et les \u00e9tudes de march\u00e9 est \u00e9vident. Des profils remplis d\u2019informations personnelles qui nous permettent de segmenter les march\u00e9s et de personnaliser les actions. En creusant simplement un peu le profil de nos consommateurs, nous pouvons conna\u00eetre leurs go\u00fbts, leurs pr\u00e9occupations, leurs opinions, leurs motivations ou des aspects de leur vie quotidienne comme ce qu&#039;ils s&#039;appr\u00eatent \u00e0 faire. C\u2019est pr\u00e9cis\u00e9ment ce qu\u2019a fait la compagnie a\u00e9rienne n\u00e9erlandaise KLM.<\/span><\/p>\n<p style=\"text-align: justify;\"><span>La compagnie a\u00e9rienne KLM a r\u00e9alis\u00e9 la campagne \u00ab KLM Surprise \u00bb, une r\u00e9\u00e9dition d&#039;une campagne initialement lanc\u00e9e fin 2010 par la m\u00eame compagnie a\u00e9rienne. C&#039;est une campagne qui a int\u00e9gr\u00e9 le potentiel des r\u00e9seaux sociaux et de RAK (<span><span style=\"background: none repeat scroll 0% 0% white;\">acte de gentillesse al\u00e9atoire) combinant <\/span><\/span>actions en ligne et hors ligne. L&#039;essentiel \u00e9tait d&#039;offrir aux voyageurs qui avaient choisi KLM de voler pendant qu&#039;ils attendaient \u00e0 l&#039;a\u00e9roport pour monter \u00e0 bord de l&#039;avion, transformant ainsi cette attente ennuyeuse en une exp\u00e9rience positive.<\/span><\/p>\n<p style=\"text-align: justify;\">\n<p style=\"text-align: justify;\"><span>Une \u00e9quipe d&#039;h\u00f4tesses et du personnel affect\u00e9 <span>La campagne en question \u00e9tait d\u00e9di\u00e9e au contr\u00f4le des personnes qui s&#039;enregistraient \u00e0 <span><span style=\"background: none repeat scroll 0% 0% white;\">un site KLM<\/span><\/span><\/span><span><span style=\"color: rgb(85, 85, 85); background: none repeat scroll 0% 0% white;\"> <\/span><\/span>via Foursquare ou avaient annonc\u00e9 via Twitter ou Facebook qu&#039;ils s&#039;appr\u00eataient \u00e0 voler avec leur entreprise. Une fois les voyageurs identifi\u00e9s, gr\u00e2ce aux informations accessibles depuis leurs profils sur les r\u00e9seaux sociaux, ils ont essay\u00e9 de conna\u00eetre un minimum leurs clients et\/ou de savoir quel type de voyage ils allaient faire, o\u00f9 ils allaient et dans quel but. Le but de tout cela \u00e9tait de leur offrir un cadeau enti\u00e8rement personnalis\u00e9 et de le leur livrer \u00e0 l&#039;a\u00e9roport avant de monter dans l&#039;avion. Un exemple : Lars, un fan de KLM de 17 ans qui se d\u00e9crit sur Twitter comme un \u00ab futur pilote de KLM \u00bb, a \u00e9t\u00e9 surpris par les agents de bord de la compagnie a\u00e9rienne qui lui ont offert une authentique casquette de pilote de KLM de la m\u00eame compagnie. <\/span><\/p>\n<p style=\"text-align: justify;\"><span>Le r\u00e9sultat de la campagne a \u00e9t\u00e9 un viral choc avec plus de 150 000 vues sur YouTube, montrant comment l&#039;entreprise s&#039;efforce de conna\u00eetre ses clients et de les surprendre avec des cadeaux enti\u00e8rement personnalis\u00e9s. Aussi intrusive que puisse para\u00eetre l\u2019action (l\u2019entreprise a inspect\u00e9 les profils des clients sur les r\u00e9seaux sociaux), les r\u00e9sultats sont \u00e9vidents : des visages surpris et satisfaits.<\/span><\/p>\n<p style=\"text-align: justify;\"><span>En plus d&#039;un grand impact sur les r\u00e9seaux sociaux, KLM se pr\u00e9sente comme une compagnie a\u00e9rienne proche de ses clients et soucieuse de leur satisfaction tout en transmettant une image diff\u00e9rente de celle de ses concurrents. Tout cela \u00e0 un co\u00fbt inf\u00e9rieur \u00e0 celui d\u2019une campagne marketing traditionnelle.<\/span><\/p>\n<p style=\"text-align: justify;\"><!--[if gte mso 9]><xml>  <w:worddocument>   <w:view>Normal<\/w:View>   <w:zoom>0<\/w:Zoom>   <w:hyphenationzone>21<\/w:HyphenationZone>   <w:punctuationkerning\/>   <w:validateagainstschemas\/>   <w:saveifxmlinval>false<\/w:SaveIfXMLInvalid>   <w:ignoremixedcontent>false<\/w:IgnoreMixedContent>   <w:alwaysshowplaceholdertext>false<\/w:AlwaysShowPlaceholderText>   <w:compatibility>    <w:breakwrappedtables\/>    <w:snaptogridincell\/>    <w:wraptextwithpunct\/>    <w:useasianbreakrules\/>    <w:dontgrowautofit\/>   <\/w:Compatibility>   <w:browserlevel>MicrosoftInternetExplorer4<\/w:BrowserLevel>  <\/w:WordDocument> <\/xml><![endif]--><!--[if gte mso 9]><xml>  <w:latentstyles deflockedstate=\"false\" latentstylecount=\"156\">  <\/w:LatentStyles> <\/xml><![endif]--><!--[if gte mso 10]>  <![endif]--><\/p>\n<p><span>C\u2019est une mani\u00e8re diff\u00e9rente et originale de r\u00e9aliser une campagne de fid\u00e9lisation. Gr\u00e2ce \u00e0 l&#039;\u00e9norme volume d&#039;informations qui peuvent \u00eatre extraites via les r\u00e9seaux sociaux, nous avons la possibilit\u00e9 d&#039;interagir avec nos clients, de les conna\u00eetre et d&#039;essayer de se connecter avec eux \u00e0 un co\u00fbt pratiquement nul. \u00c9videmment, une action de ce type ne serait pas viable sans l\u2019existence des r\u00e9seaux sociaux.<\/span><\/p>\n<p><a href=\"http:\/\/www.youtube.com\/watch?v=pqHWAE8GDEk\">http:\/\/www.youtube.com\/watch?v=pqHWAE8GDEk<\/a><\/p>\n<p><span><\/span><\/p>\n<div>Ra\u00fal Hidalga Ram\u00f3n<\/div>\n<p><span><\/span><\/p>\n<div><\/div>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Le potentiel des m\u00e9dias sociaux pour le marketing et les \u00e9tudes de march\u00e9 est \u00e9vident. Des profils riches en informations personnelles nous permettent de segmenter les march\u00e9s et de personnaliser les actions. En analysant simplement les profils de nos consommateurs en profondeur, nous pouvons en apprendre davantage sur leurs go\u00fbts, leurs pr\u00e9occupations, leurs opinions, leurs motivations et les aspects de leur vie [\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":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La Sorpresa de KLM -<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\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. 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