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Posted: Tue Jun 17, 2025 10:02 am
The Social Conference 2012 last week had a packed program with more and less interesting cases and speakers. Logically, multiple blogs about it will appear, also here on Frankwatching . In this post a number of sessions
Fons Trompenaars , THT consulting, warms us up with some cool one-liners ('there are few women on the board, because they immediately start crying and get pregnant') and wise lessons ('We are not educated to deal with dilemmas' and 'Corporate social responsibility is fashion') to send us out of the room to other sessions with a few nice take-aways (such as 'The use of social media is loaded with dilemmas', 'Define challenges in terms of dilemmas' and 'Reach out to colleagues of different orientations'). Bram Koster has made a more extensive report of Fons' words on Marketingfacts .
From Social Media Airline to Social Business
viktorvanwijk_klm during The Social Conference 2012 - photo: Gitta BartlingAlways brother cell phone list good for full halls: KLM . Continuous pioneer when it comes to the use of social media in the Netherlands among so-called corporates and therefore attractive for the inquisitive visitor. Viktor van Wijk explains how KLM is trying to develop from a Social Media Airline to a social business. And that this works well for KLM, he illustrates with the message that 70% of the bookings are now made via digital channels. And 1 in 6 can be traced back to digital marketing (actions).
KLM has 3 strategic pillars: customer service, brand & reputation, commerce. With the 40 people who now work in the social media hub of KLM (which is a multilingual combination of ecommerce and corporate communication professionals), volume and engagement are combined . Among other things 'by making our business offer social'; for example by selling tickets via the tweetbot @klmfares, (trying to) achieve a richer real-time experience, by combining social and mobile to quickly solve a problem or question, and through real business integration - such as Meet & Seat .
Fons Trompenaars , THT consulting, warms us up with some cool one-liners ('there are few women on the board, because they immediately start crying and get pregnant') and wise lessons ('We are not educated to deal with dilemmas' and 'Corporate social responsibility is fashion') to send us out of the room to other sessions with a few nice take-aways (such as 'The use of social media is loaded with dilemmas', 'Define challenges in terms of dilemmas' and 'Reach out to colleagues of different orientations'). Bram Koster has made a more extensive report of Fons' words on Marketingfacts .
From Social Media Airline to Social Business
viktorvanwijk_klm during The Social Conference 2012 - photo: Gitta BartlingAlways brother cell phone list good for full halls: KLM . Continuous pioneer when it comes to the use of social media in the Netherlands among so-called corporates and therefore attractive for the inquisitive visitor. Viktor van Wijk explains how KLM is trying to develop from a Social Media Airline to a social business. And that this works well for KLM, he illustrates with the message that 70% of the bookings are now made via digital channels. And 1 in 6 can be traced back to digital marketing (actions).
KLM has 3 strategic pillars: customer service, brand & reputation, commerce. With the 40 people who now work in the social media hub of KLM (which is a multilingual combination of ecommerce and corporate communication professionals), volume and engagement are combined . Among other things 'by making our business offer social'; for example by selling tickets via the tweetbot @klmfares, (trying to) achieve a richer real-time experience, by combining social and mobile to quickly solve a problem or question, and through real business integration - such as Meet & Seat .