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The Future of Storytelling Adam Hernandez Southwest Airlines @SouthwestAir @adamchernandez

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Page 1: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

The Future of Storytelling

Adam Hernandez

Southwest Airlines

@SouthwestAir

@adamchernandez

Page 2: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Instagram:

@adognamedqueso

Page 3: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Today’s Objectives

• Organize your team for optimal success

• Use social listening to create the foundation for strong storytelling

• Draw on social customer care teams to create surprise-and-delight moments

• Identify customer stories and experiences that are perfect for storytelling

• Transform these customers into brand advocates and brand ambassadors

• Activate in real-time content marketing that matches brand guidelines

• Better train employees in social media with situation-based learning inspired by

customer and employee experiences

Page 4: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Organize your team for optimal

success

Page 5: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Team Structure

• Social Business Team leads social strategy and managers vendor relationships for

social listening, social engagement, and social publishing

• Social Business Team coordinates with Marketing, Communication, and Customer

Relations departments on storytelling and real-time content marketing opportunities

Page 6: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Use social listening to create the

foundation for strong storytelling

Page 7: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Listening is one of our greatest strengths!

• Foundation for Social Customer Care

• Unsolicited Customer Feedback

• Embeds the Voice of the Customer into the Operation

• Early Warning System for Potential Threats

• Stimulates Innovation and Change within the Company

• Informs storytelling and real-time content marketing

Page 8: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

This is the Listening Center

Page 9: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

• The Listening function is managed by the Social Business Team.

• The Social Business Team manages the daily operation of the Listening Center while

leveraging other teams to implement tactics.

• The activities that take place in the Listening Center are supported by other teams

• The Listening Center has a strong operational arm to support the objective to move from

insights to action

Listening Center Org & Governance

Page 10: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Every seat has a story.

Page 11: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Southwest Heart is everywhere…

Page 12: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

…but we have to listen in order to act on those stories.

Page 13: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Meet Reecie. She works at DCA.

Page 14: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Reecie’s story began as an Instagram post.

Page 15: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

We amplified her story.

Page 16: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Takeaways.

Page 17: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Listen to social conversation about

your brand

Utilize Employee strengths.

Convert social sensations into

marketing campaigns.

Turn your Employees into a functioning

newsroom.

Social Listening Fuels Storytelling

Page 18: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Meet Hudson.

Page 19: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

We found Hudson on Facebook.

Page 20: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Then Hudson became a story on our blog.

Page 21: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Hudson was reunited with the waving Pilot.

Page 22: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Our videographers captured the moment.

Page 23: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

From there, Hudson’s story grew.

Page 24: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

From there, Hudson’s story grew.

Page 25: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Takeaways.

Page 26: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Accentuate your Customer’s talents

and passion points.

Rally around Customer content that

reinforces who you are and what you

represent.

Page 27: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Listening can also inform your real-time content marketing.

Page 28: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Who placed a bet on a baby name?

Page 29: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Did you watch the live broadcast?

Page 30: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

What’s in your bag?

Page 31: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Takeaways.

Page 32: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Listen to trending topics and hashtags.

Have a content strategy in place –

know what works and what doesn’t

work.

Develop real-time content marketing

guidelines with your Marketing,

Communication, and Legal teams.

Move fast so the opportunity doesn’t

pass you by.

Page 33: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Draw on social customer care teams

to create surprise-and-delight

moments

Page 34: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Meet Chris.

Page 35: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Chris wrote this great blog post about

his experience.

Page 36: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Meet Reagan.

Page 37: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Ragan got the experience of a lifetime.

Page 38: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Reagan’s story was amplified on our

social media channels.

Page 39: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

BREAK

Page 40: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Let’s practice…

Page 41: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,
Page 42: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

How would you tell that

story?

Page 43: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Use storytelling in social media

training for Employees

Page 44: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

It’s time to play: Know Your Social Media Policy!

Page 45: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Proprietary & ConfidentialPage 45

Basic Social Media Training

Page 46: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Proprietary & ConfidentialPage 46

Basic Social Media Training

Page 47: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Proprietary & ConfidentialPage 47

Basic Social Media Training

Page 48: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Proprietary & ConfidentialPage 48

Basic Social Media Training

Page 49: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Proprietary & ConfidentialPage 49

Basic Social Media Training

Page 50: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Next contestant!

Page 51: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Proprietary & ConfidentialPage 51

Basic Social Media Training

Page 52: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Proprietary & ConfidentialPage 52

Basic Social Media Training

Page 53: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Proprietary & ConfidentialPage 53

Basic Social Media Training

Page 54: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Proprietary & ConfidentialPage 54

Basic Social Media Training

Page 55: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Proprietary & ConfidentialPage 55

Basic Social Media Training

Page 56: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Final contestant!

Page 57: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Proprietary & ConfidentialPage 57

Basic Social Media Training

Page 58: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Proprietary & ConfidentialPage 58

Basic Social Media Training

Page 59: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Proprietary & ConfidentialPage 59

Basic Social Media Training

Page 60: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Closing Thoughts

Page 61: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Every tweet has a story.

Page 62: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Every Facebook post has a story.

Page 63: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,

Every seat has a story.

Page 64: The Future of Storytelling - Ragan Communications · Team Structure • Social Business Team leads social strategy and managers vendor relationships for social listening, social engagement,