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#17 IMU: Social Media for Big Businesses (GF302)

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Class 17 of Inbound Marketing University

Class 17 of Inbound Marketing University

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  • 1. Social Media for Big Businesses (GF302)
    Professor:Paula Berg, Southwest Airlines,
    Linhart PR
  • 2. Nuts About Online Communication
  • 3. Who remembers Airline?
  • 4. Nuts About Southwest launched April 2006
    • A virtual focus group
    • 5. A place to make and break
    news
    • A place to tell “the rest of the
    story”
    • An incubator for new ideas
    • 6. A platform for our Employees to
    share industry knowledge
    • A great resource for SEO
  • 30+ EMPLOYEE BLOGGERS
    A mix of Frontline and behind-the-scenes Employees.
    3 Guidelines:
    • Write when you feel like it
    • 7. Write what you’re
    passionate about
    • Make it personal
  • May 5, 2008 we launched Blog 2.0
    USER LOGIN
    AND PROFILES
    PERSONALIZATION
    OPTIONS
    ORIGINAL BLOG
    FLICKR FEED
    READER POLLS
    VIDEO BLOG
    SHARING
    FEATURES
    OFFICIAL PHOTO AND VIDEO GALLERIES
    NEWS FEED
    PODCASTS
    LINKS TO SWA COMMUNITIES
    RATING
    OPPORTUNITIES
  • 8. Nuts About Southwest 2.0 launched May 2008
    Within months of launching the new site:
    • Visits up 25%
    • 9. Page Views up 40%
    • 10. Visitors staying 26% longer
     
    “Anchor of our social media efforts”
  • 11. Where are our Customers? Not just on our blog.
    How do we manage it all?
    “CHANNEL OWNERS”
  • 12. Also active on aviation blogs & forums
  • 13. CASE STUDIES
  • 14. CASE STUDY: Open Season on Assigned Seating
    Announced assigned seating test with CEO blog post
    Received ~1000 comments
    Most customers said “If it ain’t broke, don’t fix it!”
    Influenced executives & internal debate
    VIRTUAL FOCUS GROUP
  • 15. CASE STUDY: Tough Customer Issue
    • We were able to gauge public sentiment
    • 16. By posting negative comments, our blog earned credibility/trust
    • 17. Missed opportunity to lead the conversation by not stating our position clearly and presenting the facts as we knew them
    • 18. Let the conversation go on for far to long with out participating
  • CASE STUDY: Too Pretty to Fly
    Media saying: Customers “banned for life” because they were “too pretty”
    Joke or serious threat to reputation?
    We needed to communicate directly with our Customers via:
    Online spokespeople
    Official Statement
    YouTube video
  • 19. RECEIVED TREMENDOUS SUPPORT FROM BLOGGERS
    “Cool… a spokesperson who speaks like a person. Go figure…”
    Comment by Leviticus — 2/25/2008 @ 12:35 pm
    “I must admit, I’m VERY impressed… Someone from SWA coming her to lay out their
    side?  Next time I have a flight to take, I’ll have to make sure to make at least part of
    the trip via your airlines…”
    Comment by Scott Jacobs — 2/25/2008 @ 10:08 pm
    “I too am impressed by SWA’s response. The lawyerly output of most corporations in
    response to potentially embarrassing events almost universally prevents this kind of
    interaction. When I say almost always, I think that this is the first and only time I’ve
    been witness to such a response. Amazing.
    Comment by j.pickens — 2/25/2008 @ 10:24 pm
  • 20. TOP VIEWED VIDEO
    Total views: ~250,000
     
    #8 most viewed video of the day
    #32 most discussed video of the day
    #86 most views of the week
    Following the Domino’s Pizza incident, our video response was cited as a great example of a corporate response to an online crisis.
  • 21. CASE STUDY:FAA Fines SWA For Missed Inspections
    On March 6, 2008, the FAA levied a $10.2 million fine against Southwest Airlines for alleged missed aircraft inspections, sparking what was arguably the biggest threat to our airline and our reputation in our 37 year history.
    Over the following eight days, we posted a total of five posts:
    The posts generated approximately 450 cumulative comments, the majority of which were negative.
  • 22. “You must need nerves of steel to work in Southwest Airlines Communication department right now. Once you mount the corporate-blogging horse there's no getting off it again. And Southwest is learning enough about what can then happen to write the ultimate book on the subject. Yesterday they finally decided there was no choice but to temporarily ground 44 of their Boeing 737s - including 38 taken straight off the line - affected by the safety allegations that have blown up around them. At time of writing they have 17 comments in response to the 260 they received on their earlier posts on the issue. The 17 are markedly more negative than positive - although the hard core of support is indicative of a degree of loyalty that many other companies would struggle to secure. Obviously this is not going to go away easily. So will Southwest have regrets over the blog? I'm pretty sure that they won't. On balance it's been a great tool for them in this horrendous situation. Most importantly of all, it's let their supporters declare their positive views in public - something that never really happens with conventional media coverage because nobody's out looking for those people.”
    ----
  • 23. Bad PR Leaves One Reputation
    Grounded While Another One Soars
    BY Katie Paine
    In contrast, American Airlines launched its blog, AAConversation.com…
    but it is clearly designed to make sure that their side of the story got out there, and therein lies the difference. Southwest wanted to hear what its customers had to say, American wanted to tell its side of the story.
    So, when troubles with the FAA began, information was quickly posted on the blog, and all of Southwest founder Herb Kelleher’s statement to Congress was made available there as well. Customers weighed in—and many of them were not happy with the situation—but it was all out there for the world to see.
  • 24. Search Engine Optimization (SEO)
    Timely content + HOT issues =
    Influence search
    Draw readers to our sight
    3. Lead discussions
  • 25. CASE STUDY: THE NEW FACE OF FACEBOOK
    Challenge: In 1QFacebook redesigned their platform, opening the door for more engagement and personal interaction with “Fans” via real-time status updates.
    Response: We began updating our “status” regularly with a mix of Marketing messages, news updates, SWA FUN, and operational updates.
    Results: Facebook users were initially surprised - and some annoyed – with the change. Our numbers waivered as we boiled down to the brand champions that wanted to receive our messages. Initial loss of followers has now been replaced with growing audience – approximately 100 new “Fans” join our Facebook group each day.
    1,000,000+
  • 26. Twitter
  • 27. “It’s entirely possible that three to four years from now, we’ll have moved on. But the key elements of the Twitter platform will persevere. Every major channel of information will be Twitterfied.”
    Source: Time Magazine
  • 28. Twitter-mania
    Twitter has forever changed the face of communication
    • Southwest has been a member since July 07
    • 29. Currently has ~1,000,000 followers
    • 30. JULY 2009 - SOCIAL MEDIA/PR DRIVEN FARE SALE LED TO OUR HIGHEST TRAFFIC AND SALES DAY IN OUR HISTORY
    • 31. OCTOBER 2009 – DID IT AGAIN!
  • =
    +
  • 32. Southwest Airlines YouTube Channel
    June 2007
    Most Viewed Videos on Our Channel
  • 33. Southwest Airlines YouTube Channel
    SWA uses our YouTube
    channel and videos to help
    communicate within our
    Customer Service
    channels.
  • 34. CRISIS: US Airways Incident
    Within 10 minutes of the aircraft touching the water, a witness generated photo and headline was circulating on Twitter
    @jkrums There's a plane in the Hudson. I'm
    on the ferry going to pick up the people. Crazy.
  • 35. FLT 2294
    First photo appears on Twitter 1 hour and 3 minutes after event.
  • 36. Measurement – Trying to make sense of it all
    • Every Day, Week, Month, Quarter, Year
    • 37. Reading between the numbers - tell the story
    • 38. Capture the ah-ha moments
    Quarterly Reporting
    • Numbers
    • 39. 2-3 Case Studies
    ROI
    • Cost can be small
    • 40. Take baby steps
    • 41. What’s the cost of not participating
  • MEASUREMENT & REPORTING
    What are you trying to prove? The answer will change over time. Your reports should too.
    Who cares? Get your information to the right people.
     
    It’s not all about the numbers! Read between the numbers to spot trends and “ah-ha moments”
     
    Focus on what you’ve got, not what you think you want. What are fans telling you?
     
    Report like a weather man. Who cares what the weather was yesterday? Report for tomorrow.
    Do it yourself. Tools are a supplement. They can’t predict the future. Use common sense and gut instincts.
    Do PR for your efforts. Don’t just tell the story…sell the story.
     
    Report your screw ups.Decide how you are going to handle similar situations in the future.
    Reporting for yourself.If you’re not dazzled, don’t expect anyone else to be.
     
     
  • 42. MY KEY TAKE AWAYS
    Don’t be afraid to join conversations
    Make it personal
    Engage the positive people first
    Establish channels before a crisis
    Act fast
    Don’t rely on the numbers alone
    Get an executive sponsor
    Educate your employees and leaders
    Live and breathe social media
    Have fun – this is not a burden, it is a gift
  • 43. Contact me anytime:
    Pberg@LinhartPR.com
    @paulaberg
    Just don’t call me!