Southwest Airlines & Competitors

LISA KLIERLKLIER@MAC.COMTIFFANY LAUITSTIFFANYLAU@GMAIL.COMASHLEY MARCHIASHLEYMARCHI@GMAIL.COM

• Southwest Airlines• United Airlines• JetBlue• American Airlines

SOUTHWEST AIRLINES LEADERSHIP GENERAL• Gary Kelly, CEO & Chairman • US’s most successful low fare, high frequency carrier of the Board • Operates more than 3,400• Incorporated in Texas in 1971, flights a day headquarters still in Texas • Flies to 72 cities in 37 states• Topped monthly domestic • 35,000 total employees passenger ratings in May 2003 • Largest US carrier based on domestic passengers • 550 Boeing 737 Jets • Avg Cost $139.18 one-way

SOUTHWEST AIRLINES CON’T STOCK FINANCE • Net income: $459 million • CS traded under “LUV” on NYSW • Total passengers carried: 88 million • Profitable until 2010; profitable for 38 consecutive years • Total RPMs: 78 billion • May 2, 2011 acquired Air Tran • Average passenger load Airways factor: 79.3 percent • Total operating revenue:HTTP://WWW.YOUTUBE.COM/USER/ NUTSABOUTSOUTHWEST#P/U/3/- $12.1 billion C K Z AW G Q S W C

UNITED AIRLINESG E N E R A L I N F O R M AT I O N • 3,600 Daily flights • Close to Southwest • Flies international • 201 Destinations • 61,200 worldwide employees • Double Southwest

AMERICAN AIRLINESG E N E R A L I N F O R M AT I O N • 3,400 Flights daily • Same as Southwest • Flies International • 200 Destinations • 87,000 Employees • 620 Planes

JETBLUEGENERALI N F O R M AT I O N• 600 Daily flights• Lands in 50 locations • Lot less than Southwest• 6 countries• 13,000 Employees • 1/3 of Southwest• 160 Embraer/ Airbus

GENERAL RUNDOWN Southwest United American JetBlue Airlines AirlinesDaily Flights 3,400 3,600+ 3,400+ 600Destinations 200+ 72 cities, 201 worldwide 50 locations, 37 states worldwide destinations 6 countries destinationsEmployees 35,000 61,200 87,000+ 13,000# of planes 550 Boeing 160 Embraer/ 737s 350 620 Airbus Avg. cost $139.18 $230 one-way roundtrip (2010)

VOLUME OF CONVERSATION Brand Mention By Social Media Count 10. 27. 2011 11. 9 .2011Roughly 23,838 mentions Roughly 16,307 mentions

VOLUME OF CONVERSATIONTweet Volume Trend (10/9 -11/9) Total number of 52,869 tweets

BREAKDOWN SOCIAL MEDIA VOLUME BY TYPE Topic by Media Type 10. 9. 11 – 11. 9 . 11

BREAKDOWN SOCIAL MEDIA VOLUME BY TYPE Brand Mention Count By Media Type Roughly 16,307 mentions on 11.9.11

TOP SOCIAL MEDIA INFLUENCERSBLOGSMAINSTREAMNOT SO MUCH FOR TWITTER • JetBlue has better Twitter influence

TOPICS/ KEYWORDS MOST ASSOCIATEDPositive Brand Cloud Negative Brand Cloud

OVERALL SENTIMENT OF CONVERSATIONS Quite accurate when comparing to sentiment on River of News Topic Sentiment By Trend 10.9.11 – 11.9.11

OVERALL SENTIMENT – RIVER OF NEWS Overall Sentiment – Not too great.Besides low price offers, a lot of negativity• Loss in profit; cell phone misunderstanding; actress kicked off

SHARE OF VOICE 10. 9. 2011 10. 16. 20111,962 posts; Competitors ~ 27%; Brand ~ 20.1% 1,741 posts; Competitors ~ 24.7%; Brand ~ 25.7% 10. 23. 2011 10. 16. 2011 1,852posts; Competitors ~ 27%; Brand ~ 19.3% 4,378posts ; Competitors ~ 30%; Brand ~ 8.7%

COMPETITIVE TRENDSFrom 10. 9. 2011 – 11.9.2011

INSIGHTS FOR SOUTHWESTBACKLASH ON AD C AT T L E C A L LC A M PA I G N  Many upset by line up technique  A lot of complaints about  Unfair commercials A LOT OF GENERAL  Audience not responding well N E G AT I V I T Y  Focus on social media, not TV  Loss of money  Can either:  People getting kicked off plane  Try to be classier like UA  Childish company and immature  Air commercials on HULU  Serious lawsuits and issues  Need to issue press releases  Address problems instead of avoid them

INSIGHTS FOR SOUTHWEST FOURSQUARE TWITTER• Allow customers to • HR should utilize twitter to offer jobs check in on flights • It really hypes people up and can be • Be mayor of planes RT for days• Southwest badge on • It’s powerful and reaches millions foursquare • Use it to the fullest extent• After check in, you get a free snack or drink

• Watched Radian 6 closely to come up with these insights• Found that Southwest has a great presence in social media • Mostly in blogs and mainstream news• Most sentiment is negative for now• In comparison to competition, Southwest is doing really well with keeping up with their audience• Within next month = great increase in Southwest presence in social

Southwest Airlines & Competitors

by DePaul University - College of Communication (Digital PR class) on Nov 10, 2011

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Southwest Airlines & Competitors — Presentation Transcript