For Southwest specifically, if you compare how a crisis was handled just four years ago to how a crisis is handled now, the impact of Social Media is apparent.
MDW 1248 in 2005
Press Release distributed in less than three hours post incident
No direct way to talk to Customers (no Blog, Facebook, or Twitter presence)
Relied completely on the traditional media to deliver and shape our message
Flight 2294 in 2009
Immediate monitoring of the Social environment
Official statement distributed on Blog and Twitter in less than three hours post incident
Able to distribute message through Blog, Facebook, and Twitter
SWA was able to shape the conversation and set the tone of the incident
How the World Has Changed
More than 6,000 Customer-submitted photographs More than 77,000 friends We now have over 670,000 followers More than ONE MILLION people have viewed our content In its first month, we had 1.2M visitors to the mobile site 29,989 Total Profiles as of 7/3 One of the first Fortune 500 companies to have a blog. Named Best Blog by PR News for two years in a row Reaches over 12 million visitors monthly Southwest Communication Touchpoints More than 500 Employees listed on LinkedIn including our CEO.
A free-access social networking web site that allows users to join networks organized by city, workplace, school, and region to connect and interact with other people.
Add friends and send them messages,
Update their personal profiles
Broadcast my pictures, my links, my book lists, my blog posts
Social Media/Networking: Facebook
With our Southwest Airlines Facebook page, we have over 80K Superfans. Facebook is about personal conversation style connections – and the Superfans are not shy to call us on any updates that are more “marketer-speak”. Southwest Airlines Facebook Fan Page
Simple tool that blends the status update function of MySpace and Facebook with the idea of the chat room
People write short updates, often called "tweets“ of 140 characters or fewer. These messages are posted to your profile, sent to your followers and are searchable on Twitter search.
What does it mean to follow someone on Twitter?
Following someone simply means receiving their Twitter updates. When you follow someone, every time they post a new message, it will appear in your Twitter home page.
Source: The Cohcom Blog and Twitter Handbook for Teachers (Tomaz Lasic ) Social Networking: Twitter
Southwest Airlines joined Twitter in July ‘07 and has built relationships with over 750K Customers as well as with Twitter itself. Earlier this summer, Twitter included @SouthwestAir as a Suggested User. Southwest Airlines Twitter Page
flickr (an image and video hosting web site and online community platform) allows Southwest Customers and Employees to express themselves.
One of the “older” social media channels, flickr has thrived and survived since its launch in 2004.
Social Networking: flickr
Slideshow of Southwest flickr images Our brand is the backdrop for life events. We are interacting with our Customers at some of the most important, special events of their life. Southwest Airlines flickr Page
Our Influencers Jen Leo: Travel blogger for LA Times. More than 3,400 followers on Twitter. LUVS SWA! “ Curbcrusher” aka Drew Ramsey: Self-proclaimed airline geek. Regularly reaches out to reporters to share the Southwest “scoop.” Has been known to contact us about an issue, before we know it exists! “ Flygirl737700” aka Laura Groves: A Southwest Captain. She goes to bat for us constantly, and weighs in on all airline conversations. Perfect role model of how Employees can participate online.
There are measurement tools that can assist you in understanding tone and how a brand is being represented in the social media space. These are created by the Twitterstreams from Southwest, jetBlue, and Alaska.
Example: Direct users to links and multimedia that help explain the message
Example: SWA Porch
Be All In.
Which means monitoring and being actively involved in a 24/7 medium
Example Fare Sale: Pushing Sale at 2 a.m., immediately picked up online
Allow Customers to Shape What you are Doing.
Use your Social Media channels as an immediate customer response channel
Example: Including Color Ads on boarding passes: Responses came in and able to change immediately
Social Media: Secrets to Success
@Shamu: Sea World’s Twitter is written from Shamu’s perspective. Funny posts and pictures of the animal world, trivia, giveaways, and light-hearted humor @ChurchsChicken: Witty, zaney tweets Twitter Works Best if Your Brand is FUN…
Twitter posts are relevant to the Customer’s needs. Use the channel to communicate “new” news but with the inside scoop – Zappos posted the e-mail he sent to employees about the Amazon acquisition. If Your Brand is Relevant…
Gives the brand a real, conversational voice. Simple, no gimmicks, genuine responses. And, if You’re Brand is Real
What: United Airlines shows us how our viral culture has given a voice to all.
After United failed to resolve an issue with a customer, the customer created a YouTube video of the song, “United Breaks Guitars”.
YouTube Video has over 3 million views in less than 10 days.
Number 3 on Google when you search with the keywords "United Airlines“.
More than 100 news stories and almost 2,000 blog posts on the issue. Story made the TV news networks and was a hot topic on Twitter.
Source: Aviation Week Brands that Missed the Mark - Airlines
@ jkrums There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy. Within 10 minutes of the aircraft touching the water, a Consumer generated photo and headline were circulating on Twitter Brands in Crisis: US Airways/Hudson
By 9am on July 14, this picture had been viewed 6,100 times Brands in Crisis: SWA/Flight 2294
Your Resources Christi Day Communications Specialist [email_address] @christiday