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.
6. Where Weâve Been
Oct. 09: Southwest
Jan. 11: Social
Airlines streams a
Media Policy
press conference
July 09: The Social and Handbook
April 06: The âNuts February 07: A announcing ECP
Media crisis are created.
About Southwestâ media buy is used to service.
response is tested
Blog is launched, launch a Facebook
when Flight 2294
picking up where page to host a May 08: The Nuts March 10: The
makes an
Airline 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 Emerging
Airlines Marketing Team uses Employee
Southwest begins a Media Team is converged
YouTube to host a âWanna Get App created.
YouTube channel. with the PR and Employee
Awayâvideo 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.
8. Fan Page created: March,
2007
Nearly 2.2 million fans
Facebook is a hub for
Customer interaction!
Using Facebook, we link to a
Southwest page (typically,
Nuts About Southwest or
southwest.com).
11. Our Hub Where we Showcase:
⢠Stories From Around the System
⢠Company News
⢠Contests
12. Blog Basics
Story Submission Sheet
⢠Idea: the storyline
⢠Multimedia: the elements
⢠Timeline: when to expect it
⢠Misc.: what we can do to help
13. 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 likeâŚ
17. Hollyâs Story
⢠Using WiFi, Rowland comments on our Facebook
Page.
⢠Rowland asks us to appreciate Holly somehow,
vows to sign contract saying heâll only fly
Southwest .
⢠Marketing Employee Matt J. sees comment, alerts
us & PHX Inflight Supervisor Stephen D.
18. Hollyâs Story
⢠Flight lands, Rowland is escorted off plane with
Holly.
⢠Holly is presented with a sash and âcookie cake of
appreciationâ
20. ⢠Employee-Generated Content
â Events/News Items Around the System
â Unsolicited Submissions
â Internal Stories that Warrant External
Publicity
⢠Customer-Generated Content
â Social Media Mentions (Direct & Indirect)
â Customer Relations/CS&S Phone Calls
â Emails
Identifying Content
21. ⢠Field Employees Are:
â Pitchers
â Facilitators
â Reporters
⢠Why Southwest is a Natural Fit
â Established Internal Communication
â Education in Storytelling & Policy
â Empowerment (Confidence in Your
People)
Employee Content
22. Itâs a lot easier to catch a story
when youâre ahead of it.
23. Employee Content: ATL at Last
⢠Know Your Plans
- Have you
accounted for
everything?
⢠Know Whatâs Visual
- Are you in a
position to
capture the best
elements?
⢠Know Your
Timeframe
- Is the content
time-sensitive, or
evergreen?
25. Customer Content
Every Tweet or Facebook Post is a Story
Idea
â Evaluate: is it worth pursuing?
â Engage: Contact People Involved, get the
whole story
⢠Multimedia
⢠Who else was involved? (Should you contact
them?)
â Determine: is this better as a first-person
account or third-person account?
⢠Options: Customer, Employee involved, or Blog
Team Member