the social media command center€¦ · rich customer social data and advanced social analytics...

The Social Media Command Center

Lessons from Southwest Airlines

Proprietary & Confidential

Topics

Ashley Pettit

Social Business Advisor

Southwest Airlines

@SouthwestAir

@AshleyPettit


Without a Heart, It’s Just a Machine


Social Media Presence

4.5 Million Fans

1.7 Million Followers

92k Followers

19k Followers

10 Million Views

80k Followers

Corporate Blog Executive Presence


Flight Path to Social Business


Social Business Roadmap

Holistic

Widespread Customer and Employee engagement makes social an indispensible part of the business.

Beyond

Assessment

Leadership is aligned around a coherent social business strategy that is tied to business results.

Coordinated

All social activities are led by a single team, with the ability to prioritize resources against programs that drive the best business results.

Scaled

Rich Customer social data and advanced social analytics enable a personalized social experience that drives trackable business results. Integrate social CRM within overall CRM.

Personalized

Social is embedded into everyday planning and practices, creating a seamless experience for Customers and Employees.

2013 2014 2015 2016


Vision

Create a world-class

social media command

center at Southwest

Airlines that fit the

needs of our business.

The facility was

designed by Corgan

Associates, built by

Structure Tone, and is

powered by Salesforce

ExactTarget Marketing

Cloud’s Radian6

Command Center.


Org & Governance

• The Listening function resides in the central, strategic hub to lead

the Listening Center to success 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

• Success measures of the Listening Center remain operational in early

stages as we grow awareness and establish processes


The Listening Center

Location

Southwest Airlines Corporate

Headquarters in Dallas, TX

Hours of Operation

Monday – Friday, 7:00am – 7:00pm

Staffing

Employees from Social Business,

Communication & Outreach,

Customer Relations, and Marketing

staff the facility on a daily basis


Business Value

• Unsolicited Customer Feedback

• Embeds the Voice of the Customer into

the Operation

• Early Warning System for Potential

Threats

• Provides Real-time Content Marketing

Opportunities

• Stimulates Innovation and Change within

the Company

• Employee Education and Advocacy


Listening Center in Action

Unsolicited Customer Feedback

Social Intelligence Process

Listening is the

first step in the

process.

Analyze data to

discover themes,

sentiment, source

and market

breakouts, and

ultimately

business

insights.

Produce a

comprehensive

listening report

containing

insights and

supporting data.

Business Teams

take action from

insights.

And we can start

over to determine

effectiveness of

the changes!

Collect

Data

Analyze

Content

Deliver

Insights Take

action

Southwest Airlines

mobile app was

designed with

Customer feedback in

mind.



Coordination with the Operation

Employees from Southwest’s Social Care

Team staff a satellite Listening Center in the

airline’s Network Operation Control (NOC).

The NOC is staffed 24 hours a day to keep

Customers safe and on time – this helps

ensure the Customer Experience is nothing

short of outstanding.

To achieve this, more workgroups have

recently moved to the NOC floor to

synchronize and strengthen our network.



Crisis Response

• 11:30am CT: Gunman opened fire at LAX.

• 11:42am CT: LAX Active Shooter situation

was identified as an emerging issue in the

Listening Center, moments after the first

tweet appeared from an influencer who was

flying Virgin America.

• 11:44am CT: Listening Center sent initial

notification to Communication and Social

Media Team

• 12:24pm CT: Southwest was the first airline

to acknowledge the situation at LAX on their

social media channels, and encouraged

travelers to check their flight status. The

Social Media team responded to traveler

questions by directing them to

southwest.com throughout the afternoon.



Storytelling

During National Small Business Week, we

celebrated the spirit of entrepreneurs with a

blog post on our corporate blog.

The blog post included the perfect quote our

own entrepreneur and founder, Herb

Kelleher.

“You must be very patient, very persistent. The

world isn’t going to shower gold coins on you just

because you have a good idea. You’re going to have

to work like crazy to bring that idea to the attention

of people.”

–Herb Kelleher



Real-time Content Marketing



Employee Education & Advocacy

• Stimulate awareness of Southwest’s Social

Business Practice

• Provide an avenue for non-social savvy

Employees to learn about the social media

landscape

• Educate Employees about Southwest’s

Social Media Policy

• Generate ideas for how Employees can

use social data

• Answer questions about Southwest’s

Social Business strategy and the business

value of our social practice


Topics

Questions?

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