October 2009 JOIN THE © 2009, Southwest Airlines Co. Confidential and Proprietary CONVERSATION Social Media: Every Employee Matters

Mainstream Media New York Times – Circulation of 1,038,000 Wall Street Journal – Circulation of 2,012,000 USA Today – 2,293,000 SW Numbers SW.com visitors: Reached over 16 million visitors in June CNS subscribers: more than 7.2 million subscribers to Click ‘N Save e-mails Followers on Twitter: Over 610K followers Overall Industry numbers 83 percent of the Internet population (ages 13 to 54) participates in Social Media. Twitter currently has 20 million unique monthly visitors. Source: Wikipedia, Mashable, and comScore How the World Has Changed

Mainstream Media

New York Times – Circulation of 1,038,000

Wall Street Journal – Circulation of 2,012,000

USA Today – 2,293,000

SW Numbers

SW.com visitors: Reached over 16 million visitors in June

CNS subscribers: more than 7.2 million subscribers to Click ‘N Save e-mails

Followers on Twitter: Over 610K followers

Overall Industry numbers

83 percent of the Internet population (ages 13 to 54) participates in Social Media.

Twitter currently has 20 million unique monthly visitors.

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

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

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.

The Twitter Phenomenon has become mainstream and a powerful form of communication. 6/09, Time magazine featured Twitter: "How Twitter Will Change the Way we Live.” Just a fad? The environment will evolve and channels may change – as it has in the past. The vehicle will change and be formed by what we see and interact with today. “ 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 How the World Has Changed

The Twitter Phenomenon has become mainstream and a powerful form of communication.

6/09, Time magazine featured Twitter: "How Twitter Will Change the Way we Live.”

Just a fad?

The environment will evolve and channels may change – as it has in the past. The vehicle will change and be formed by what we see and interact with today.

“ 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.”

SOCIAL MEDIA DEFINED

Social Media A fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) Transforming people from content readers into publishers Social Networking Supportive system of sharing information and services among individuals and groups having a common interest Source: Wikipedia and Dictionary.com Definitions: Social This and That

Social Media

A fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many)

Transforming people from content readers into publishers

Social Networking

Supportive system of sharing information and services among individuals and groups having a common interest

What is YouTube? YouTube is television on the web with a bazillion channels with a wide spectrum of varied content. Content is different from TV content – it doesn’t have to be the slick, highly produced video. Many times the rougher, user-generated content gets more views. Provides one of the easiest distribution channels for video. Source: The Cohcom Blog Social Networking: YouTube

What is YouTube?

YouTube is television on the web with a bazillion channels with a wide spectrum of varied content.

Content is different from TV content – it doesn’t have to be the slick, highly produced video. Many times the rougher, user-generated content gets more views.

Provides one of the easiest distribution channels for video.

Southwest Airlines YouTube Channel Most Viewed Videos on Our Channel Southwest Airlines YouTube Channel

Source: The Cohcom Blog and Wikipedia What is Facebook? 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. People can: 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

What is Facebook?

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.

People can:

Add friends and send them messages,

Update their personal profiles

Broadcast my pictures, my links, my book lists, my blog posts

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

Searching Facebook for Southwest Airlines groups returns 200 independent Southwest Airlines Groups – formed by various Employees groups, airports, alumni, etc. Many of these groups have now been made private, meaning you must request to join the group to see the page’s content and user’s posts Southwest Airlines Presence on Facebook

Searching Facebook for Southwest Airlines groups returns 200 independent Southwest Airlines Groups – formed by various Employees groups, airports, alumni, etc.

Many of these groups have now been made private, meaning you must request to join the group to see the page’s content and user’s posts

What is Twitter? 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

What is Twitter?

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.

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

What is flickr? 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

What is flickr?

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.

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.

Social Media at Southwest (Every Employee Matters/Every Interaction Matters) Our Employees are ALWAYS ON People are watching and with these new social media tools have the ability to immediately share their experiences online – whether Southwest is formally in the space or not Our Employees Are ALWAYS On Passenger Removal from SW Flight 1552 Singing Flight Attendant Rapping Flight Attendant

Social Media at Southwest (Every Employee Matters/Every Interaction Matters)

Our Employees are ALWAYS ON

People are watching and with these new social media tools have the ability to immediately share their experiences online – whether Southwest is formally in the space or not

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. What Your Twitter Feed Say About You

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.

CASE STUDIES

Successful brands form a relationship with their Customers. Because Southwest is built on this philosophy, Social Media is a piece of cake because we’re just creating more channels to engage Brand already talked about, praised Already have the Customer evangelists For SWA, Social Media is a Piece of Cake

Successful brands form a relationship with their Customers. Because Southwest is built on this philosophy, Social Media is a piece of cake because we’re just creating more channels to engage

Brand already talked about, praised

Already have the Customer evangelists

Southwest Social Media Secrets to Success Keep It Simple. Keep messaging short Example: Direct users to links and multimedia that help explain the message No Gimmicks. 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

Southwest Social Media Secrets to Success

Keep It Simple.

Keep messaging short

Example: Direct users to links and multimedia that help explain the message

No Gimmicks.

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

@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

Who: United Airlines 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”. Implications: 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

Who: United Airlines

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”.

Implications:

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.

@ 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