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OKC Ad Club Presentation


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OKC Ad Club Presentation

  1. 1. SOUTHWEST AIRLINESNUTS ABOUT COMMUNICATION<br />Online <br />July 2011<br />@brooksethomas<br />#SWAManSays<br />
  2. 2. Where We’ve Been<br />2010<br />2009<br />2008<br />2007<br />2006<br />Oct. 09: Southwest Airlines streams a press conference announcing Panama City service LIVE within Facebook.<br />July 09: The Social Media crisis response is tested when Flight 2294 makes an Emergency Landing with a hole in the fuselage. <br />March 10: The Employee Blog is launched. <br />February 07: A media buy is used to launch a Facebook page to host a basketball bracket game.<br />April 06: The “Nuts About Southwest” Blog is launched, picking up where Airline left off.<br />Feb 08: The PR team uses YouTube to respond to customers deemed by the media as “Too Pretty to Fly.”<br />December 06: The Southwest Airlines Marketing Team uses YouTube to host a “Wanna Get Away”video submission contest<br />Summer 07: Southwest begins a YouTube channel. And joins Twitter!<br />Sept 09: The Emerging Media Team is converged with the PR and Employee Communication team<br />Jan 09: The Social Media Council and The Rapid Response teams are created. <br />Aug 08: The Emerging Media Team is developed within Communications and includes 4 full-time Social Media employees. <br />May 08: The Nuts About Southwest Blog get a makeover, allowing users to access YouTube, Flickr, from the homepage. <br />May 07: A Social Media integration team is created between Communications and Marketing. <br />
  3. 3. Our Job Responsibilities<br />Primary: <br />LISTEN<br />Secondary: <br />ENGAGE & SHARE VIA ORGANIC CONVERSATIONS<br />
  4. 4. Where We Are Now<br />Social Media is thriving at Southwest Airlines! We continue to stay ahead of our competitors while still maintaining our unique sense of simplicity. <br />Some of the sites we are actively participating in:<br />
  5. 5. The Official Southwest Fan Page has more than 1.6 million Facebook fans, more than any other airline!<br />
  6. 6. Station Fan Pages:<br /><ul><li> Allow interaction with the community.
  7. 7. Permit conversation is in a controlled environment.
  8. 8. Empower Employees to have a voice.
  9. 9. Offer us power in numbers!</li></ul>But…with guidelines! <br /> We currently have about 30 stations <br /> using a Facebook Fan Page <br /> to connect to the community! <br />
  10. 10. Operational Delays: Construction<br />
  11. 11. Operational Delays: Weather<br />
  12. 12. Community Outreach<br />
  13. 13. Around the Airport<br />
  14. 14. Local Flair<br />
  15. 15. Twitter is a tool used to share short (140 character) updates to anyone who chooses to follow your updates.<br />But you knew that… right?<br />On Twitter, SouthwestAir has more than 1 million followers! <br />However… Lady Gaga has the highest number of Twitter followers with 11.5 million!<br />
  16. 16. The last time I did this presentation Lady Gaga had 10.8 million followers<br />
  17. 17. That was in June<br />
  18. 18. Our Page<br />
  19. 19. Top 10 Things We Do on Twitter <br />Monitor:We monitor keywords regarding the industry and Southwest.<br />Respond: If necessary, we respond to questions and concerns. <br /> <br />Live Tweet Events/Create Buzz:From plane pulls to city openings – we provide real time updates to followers. <br />Behind the Scenes Glimpse: Followers love to see what’s going on behind the scenes at SWA.<br /> <br />Connect with Reporters/Bloggers:We respond to media or put them in touch with a spokesperson.<br />  <br />Quickly Gain Insight:Our Twitter audience is quick to tell us if they like an idea or not. They dish out their thoughts and act as a virtual focus group.<br />Emergency Notifications:we’ve used Twitter multiple times to share information regarding emergencies or incidents. <br />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.<br />
  20. 20. 24/7 Monitoring and Engagement<br />Desktop Monitoring : Tweetdeck<br />Mobile Interaction: Twitter App<br />Measurement: Radian6<br />Content Management: CoTweet<br />
  21. 21. Nuts About Southwest on <br />
  22. 22. How Can We Stay Ahead? <br />To reshape our consumer-to-brand relationship, we should establish a new governance entity capable of:<br /><ul><li> Identifying and executing strategic opportunities.
  23. 23. Develop company-wide relationship building capability.
  24. 24. Scale the success without interrupting the well-earned equity and momentum.</li></ul>Customers do not care about departments, silos or turf. They want answers and solutions. We must organize ourselves behind the scenes to provide these two things wherever our customers are. In turn, we will win, we will build reputation, and will create brand advocates.<br />Responsibility:<br /><ul><li>The channel “voices”
  25. 25. Blog/community management
  26. 26. Corporate Social Media strategy
  27. 27. Employee Mobile Communication
  28. 28. Crisis Comm/Rapid Response
  29. 29. Business consulting
  30. 30. Employee policy creation
  31. 31. Conversation monitoring
  32. 32. New platform tests</li></ul>Responsibility:<br /><ul><li> “Look and Feel” of channels
  33. 33. Fan/Follower Acquisition
  34. 34. Brand positioning and creative platform extensions
  35. 35. Social experience definition
  36. 36. Vendor recommendations
  37. 37. Strategic partnership opportunities
  38. 38. Paid media within the social space
  39. 39. Revenue generating social initiatives </li></ul>Responsibility:<br /><ul><li> AOM messaging on social channels
  40. 40. Rapid Response Team communication
  41. 41. Customer Relations “voice” within social media channels
  42. 42. Contact Resolution/TLC
  43. 43. Business consulting </li></li></ul><li>Our Hub for Content<br />Where we Showcase:<br /><ul><li> Company News
  44. 44. Contests
  45. 45. Interesting Stories </li></li></ul><li>Blog: Content Generation<br />Blog Team<br />About 30 Members<br />Pilots, Flight Attendants, Etc.<br />Minimum 2 Posts Per Month<br />All Are Volunteers<br />
  46. 46. Blog: Content Generation<br />Story Submission Sheet<br /><ul><li> Idea: the storyline
  47. 47. Multimedia: the elements
  48. 48. Timeline: when to expect it
  49. 49. Misc.: what we can do to help</li></li></ul><li>Blog: Content Generation<br />Customer Content<br />Reach out to Customer<br />For Permission<br />Guest Blog Post Opportunities<br />Examples<br />Pictures (Top Right)<br />Video (Bottom Right)<br />
  50. 50. Blog: Content Sharing<br /><ul><li>Our Digital Presence Enables Us to Broadcast Our Story to Millions
  51. 51. Once a Particular Story is Crafted and Sent Through Corporate Accounts, it is then Shared by Others, to Others (Domino Effect)
  52. 52. Media Sees the Initial Story, or the Buzz Surrounding it, and Covers our Story
  53. 53. What this looks like…</li></li></ul><li>Blog: Content Sharing<br />
  54. 54. Case Studies<br />Captain Compassion<br />Flight 812<br />
  55. 55. Captain Compassion<br /><ul><li> Online Fans begin raving about “Capt. Compassion” on Jan. 10 after blogs about the experience of a Customer in need.
  56. 56. By Jan. 11, media calls are pouring in </li></ul> and the online fans begin to overshadow some of the negativity surrounding Rapid Rewards.<br /><ul><li> Themes of “doing the right thing” and </li></ul> “empowering Employees” stood out.<br />
  57. 57. Captain Compassion<br />139 Broadcast clips<br />71 Print and Online news clips<br />1,780 Blog clips<br />2,925 Tweets<br />1,132 Facebook mentions<br />To put the social media activity into perspective, the Kevin Smith situation resulted in more than 27,000 social media mentions and more than 3,400 comments to the Nuts Blog - compared RR 2.0 which has 2,400 social media mentions and 250 comments on the Nuts blog). <br />
  58. 58. SWA Flight 812: Timeline of Events<br />6:30pm Incident occurs onboard Flight 812<br />6:39 @BlueStMuse sends out first tweet<br />6:58Dispatch ENS message is sent out<br />7:04 CBS 13 (Sacramento) Posts First Story<br />7:05 KTXL and CBS 13 (Sacramento) begin reaching out to @BlueStMuse<br />7:22 @BreakingNews sends first tweet: Southwest flight from Phoenix to Sacramento makes emergency landing in Ariz. after rapid cabin decompression CBS 13<br />7:40 HECC is activated<br />7:45 Chatter across news outlets heightens<br />8:19 First Flight 812 Update Posts on Nuts<br />8:23 @SouthwestAir sends first tweet:Southwest Airlines responds to loss of pressurization event on flight from PHX to SMF:<br />8:28 & FlyerTalk threads begin<br />8:44 SWALife Update #1 Posts<br />Overnight Steady flow of chatter, mostly nuts and bolts, praise for SWA crew<br />Picture Tweeted from @BluestMuse<br />Views: 20,233 as of 4PM CT 4/2/11<br />Background:<br />Flight 812 left from PHX bound for SMF, carrying 118 passengers. A short time into the flight, a loud explosion was heard, leaving a 3 ft. hole in the fuselage over Row 11. The plane diverted safely to a military airfield in Yuma, AZ.<br />
  59. 59. Morning News Round-Up<br />FOX: Fuselage Rupture, Hole Ripped in Plane's Roof Force Emergency Landing<br />CNN: Southwest grounds 79 planes<br />MSNBC: Southwest grounds 79 jets after hole mid-flight<br /><ul><li> Picked up by all major networks
  60. 60. Calm demeanor of @BlueStMuse greatly helped shape the discussion</li></li></ul><li>Conclusions and Questions?<br />
  61. 61. Emerging Media Team<br />Consists of 8 People<br />3 People Responsible for 1 Channel Each<br />1 Person to Oversee (Brandy)<br />How the Rest Shakes Out:<br />Facebook (Laurel)<br />Twitter (Christi)<br />Nuts About Southwest Blog (Brooks)<br />4 Customer Relations Representatives<br />
  62. 62. A Typical Day<br />Doesn’t Exist, But… Day-to-Day Duties Include:<br />Daily Social Media Newsletter to Comm. Dept.<br />Daily Management/Editorial Process of Blog Team<br />Daily Oversight of Station Fan Pages<br />Frequent Travel<br />Supporting Teammates<br />Seeing Your Ideas Realized in the form of Real-life Events<br />Freedom to Come Up With New Ideas<br />
  63. 63. Crafting a Comm. Plan<br />Be Creative<br />Account for EVERYTHING, down to the minute<br />Timeline<br />Available Channels<br />People involved<br />Materials Needed<br />Develop a Contingency Plan<br />Don’t be afraid to delegate<br />Benchmark – Don’t rely on the finish line to measure your success<br />