Using your content as a currency. Emerging Media Coordinator Brooks E Thomas demonstrates how Southwest Airlines provides the best online content of any airline and shares how they measure their success.
Where We’ve Been Oct. 09:
Southwest Jan. 11: Social Airlines streams a Media Policy press conference July 09: The Social and HandbookApril 06: The “Nuts February 07: A announcing ECP Media crisis are created.About Southwest” media buy is used to service. response is testedBlog is launched, launch a Facebook when Flight 2294picking up where page to host a May 08: The Nuts March 10: The makes anAirline left off. basketball bracket About Southwest Blog Employee Blog Emergency Landing. game. get a makeover! launches.December 06: The Southwest June 11: Summer 07: Sept 09: The EmergingAirlines Marketing Team uses Employee Southwest begins a Media Team is convergedYouTube to host a “Wanna Get App created. YouTube channel. with the PR and EmployeeAway”video submission contest And joins Twitter! Communication team May. 11: Social Media Customer Relations Jan 10: The Social Specialists are Aug 08: The Emerging Media Media Council and The hired to help May 07: A Social Media Team is developed within Rapid Response teams manage online integration team is created Communications and includes 4 are created. CR issues. between Communications full-time Social Media and Marketing. employees.
Top Things We Do on Twitter• Monitor: We monitor keywords regarding the industry and Southwest.• Respond: If necessary, we respond to questions and concerns. • Live Tweet Events:
From plane pulls to city openings – we provide real time updates to followers. • Behind the Scenes Glimpse: Followers love to see what’s going on behind the scenes at SWA.• Connect with Reporters/Bloggers: We respond to media or put them in touch with a spokesperson.• Create Buzz: We alert followers to sales, giveaways, or news announcements.• Crowdsource: We ask our Followers for what they would like to see (Gary’s Halloween costume, a headline on a press release, how we should celebrate our Millionth follower). • Emergency Notifications: we’ve used Twitter multiple times to share information regarding emergencies or incidents. • Sharing our Story! Southwest has a long history or being FUN, friendly, and outgoing. Twitter takes that persona and brings it to the Internet. For example, singing flight attendants, LUV couples, and the best inflight/gate agent humor are all shared via Twitter.
Content Sharing• Our Digital Presence
Enables Us to Broadcast Our Story to Millions• Once a Particular Story is Crafted and Sent Through Corporate Accounts, it is then Shared by Others, to Others (Domino Effect)• Media Sees the Initial Story, or the Buzz Surrounding it, and Covers our Story• What this looks like…
Holly’s Story• Using WiFi, Rowland
comments on our Facebook Page.• Rowland asks us to appreciate Holly somehow, vows to sign contract saying he’ll only fly Southwest .• Marketing Employee Matt J. sees comment, alerts us & PHX Inflight Supervisor Stephen D.
• Employee-Generated Content – Events/News
Items Around the System – Unsolicited Submissions – Internal Stories that Warrant External Publicity• Customer-Generated Content – Social Media Mentions (Direct & Indirect) – Customer Relations/CS&S Phone Calls – EmailsIdentifying Content
• Field Employees Are: –
Pitchers – Facilitators – Reporters• Why Southwest is a Natural Fit – Established Internal Communication – Education in Storytelling & Policy – Empowerment (Confidence in Your People)Employee Content
Employee Content: ATL at Last•
Know Your Plans - Have you accounted for everything?• Know What’s Visual - Are you in a position to capture the best elements?• Know YourTimeframe - Is the content time-sensitive, or evergreen?
Customer ContentEvery Tweet or Facebook
Post is a Story Idea– Evaluate: is it worth pursuing?– Engage: Contact People Involved, get the whole story • Multimedia • Who else was involved? (Should you contact them?)– Determine: is this better as a first-person account or third-person account? • Options: Customer, Employee involved, or Blog Team Member