SmartSocial Summit | The Next Generation of Partnerships : Southwest Airlines

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Southwest Airlines' presentation for The Next Generation of Partnerships. Whether you’re partnering with influencers, brands or talent, there’s no question that the whole is greater than the sum of its parts. But to make the biggest mark, partners must be joined by one vision and one purpose. Join this session to hear how these brands partnered to up-level their digital presence and make an impact.

Presentations & Public Speaking

Proprietary & Confidential
Page 2
Let’s Talk Partnerships
1. The Challenges We Face As Marketers
– The Content Conundrum
2. The #SouthwestStorytellers Program
– How we launched it
– The Pillars of the Partnership
– A Quick Look at the Results

Proprietary & Confidential
Page 3
The Challenges

Proprietary & Confidential
Page 4
The Content Conundrum

Proprietary & Confidential
Page 5
Wait There’s More

Proprietary & Confidential
Page 6
I’m not listening to you….

Proprietary & Confidential
Page 7
The Southwest Storytellers
Program

Proprietary & Confidential
Page 8
Meet the Storytellers
VIDEO

Proprietary & Confidential
Page 9Page 9
Proprietary & Confidential
Our 2018 Storytellers
Leslie Harvey (OAK)
Family Blogger
A-List and Companion Pass
Joey Price (BAL)
Millennial/Business Owner
Rocky Turner (DAL)
Syndicated Radio Personality
Chase RR Card
Justin Forsett (DAL)
NFL (Retired) / Entrepreneur
Lucas Hoge (BNA)
Country Music Artist
Rob Sesser (DAL)
Photographer
Dani Austin (DAL)
Fashion/Lifestyle Influencer
Karen Putz (MDW)
Speaker/Barefoot Water-skier
Sakura Considine (PHX)
Small Business Owner
The Outbound Life (MDW)
Adventure Filmmakers

Proprietary & Confidential
Page 10
Partnership Pillars
1. Authenticity Over Audience Size
2. Let’s be Different by Design
3. Realistic Expectations of the
Influencers

Proprietary & Confidential
Page 11
Authenticity
.

Proprietary & Confidential
Page 12
The influencer landscape
today

Proprietary & Confidential
Page 13
Authenticity Over Audience

Proprietary & Confidential
Page 14
Let’s Be Different by Design
.

Proprietary & Confidential
Page 15
The travel inspiration space..

Proprietary & Confidential
Page 16
Celebrate the differences…
“At its best, travel should challenge our preconceptions
and most cherished views, cause us to rethink our
assumptions, shake us a bit, make us broader minded
and more understanding.” – Arthur Frommer

Proprietary & Confidential
Page 17
The Southwest Storytellers
Music
Fashion/
Lifestyle
Business
Sports
Adventure
Family
Travel is a passion point across multiple verticals

Proprietary & Confidential
Page 18
Realistic Expectations
.

Proprietary & Confidential
Page 19
Keeping it Real…….
Influencers don’t sell plane tickets.

Proprietary & Confidential
Page 20
Influencers can….
Inspire customers to consider a trip…

Proprietary & Confidential
Page 21
Influencers can….
Create amazing content for our owned channels.

Proprietary & Confidential
Page 22
Results
.

Proprietary & Confidential
Page 23
2018 Southwest Storytellers Program At-A-Glance
264,000
Likes, Comments, Shares
24.1 Million
People Reached
426
Social posts

Proprietary & Confidential
Page 24
Questions
.

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SmartSocial Summit | The Next Generation of Partnerships : Southwest Airlines

1. Proprietary & Confidential Page 1

2. Proprietary & Confidential Page 2 Let’s Talk Partnerships 1. The Challenges We Face As Marketers – The Content Conundrum 2. The #SouthwestStorytellers Program – How we launched it – The Pillars of the Partnership – A Quick Look at the Results

3. Proprietary & Confidential Page 3 The Challenges

4. Proprietary & Confidential Page 4 The Content Conundrum

5. Proprietary & Confidential Page 5 Wait There’s More

6. Proprietary & Confidential Page 6 I’m not listening to you….

7. Proprietary & Confidential Page 7 The Southwest Storytellers Program

8. Proprietary & Confidential Page 8 Meet the Storytellers VIDEO

9. Proprietary & Confidential Page 9Page 9 Proprietary & Confidential Our 2018 Storytellers Leslie Harvey (OAK) Family Blogger A-List and Companion Pass Joey Price (BAL) Millennial/Business Owner Rocky Turner (DAL) Syndicated Radio Personality Chase RR Card Justin Forsett (DAL) NFL (Retired) / Entrepreneur Lucas Hoge (BNA) Country Music Artist Rob Sesser (DAL) Photographer Dani Austin (DAL) Fashion/Lifestyle Influencer Karen Putz (MDW) Speaker/Barefoot Water-skier Sakura Considine (PHX) Small Business Owner The Outbound Life (MDW) Adventure Filmmakers

10. Proprietary & Confidential Page 10 Partnership Pillars 1. Authenticity Over Audience Size 2. Let’s be Different by Design 3. Realistic Expectations of the Influencers

11. Proprietary & Confidential Page 11 Authenticity .

12. Proprietary & Confidential Page 12 The influencer landscape today

13. Proprietary & Confidential Page 13 Authenticity Over Audience

14. Proprietary & Confidential Page 14 Let’s Be Different by Design .

15. Proprietary & Confidential Page 15 The travel inspiration space..

16. Proprietary & Confidential Page 16 Celebrate the differences… “At its best, travel should challenge our preconceptions and most cherished views, cause us to rethink our assumptions, shake us a bit, make us broader minded and more understanding.” – Arthur Frommer

17. Proprietary & Confidential Page 17 The Southwest Storytellers Music Fashion/ Lifestyle Business Sports Adventure Family Travel is a passion point across multiple verticals

18. Proprietary & Confidential Page 18 Realistic Expectations .

19. Proprietary & Confidential Page 19 Keeping it Real……. Influencers don’t sell plane tickets.

20. Proprietary & Confidential Page 20 Influencers can…. Inspire customers to consider a trip…

21. Proprietary & Confidential Page 21 Influencers can…. Create amazing content for our owned channels.

22. Proprietary & Confidential Page 22 Results .

23. Proprietary & Confidential Page 23 2018 Southwest Storytellers Program At-A-Glance 264,000 Likes, Comments, Shares 24.1 Million People Reached 426 Social posts

24. Proprietary & Confidential Page 24 Questions .

SmartSocial Summit | The Next Generation of Partnerships : Southwest Airlines

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SmartSocial Summit | The Next Generation of Partnerships : Southwest Airlines