KLM’s Community & Social Network Strategy
Competitive parity is the method of determining an advertising budget, designed to maintain the current Share of Voice. Since KLM is actively launching new communities, it looks like more campaign based advertising budget is churned into long term brand programming. See KLM’s and Air France’s latest launch of social traveling network Bluenity.
Well, where should I start? I applaud KLM for their approach and attempts to innovate and learn. We bloggers quite easy tend to criticize all we see, but we forget too often give compliments to the ones who try to differentiate themselves. So I will try to be realistic and objective.
