Our group closely followed Southwest Airlines along with its competitors United Airlines, JetBlue, and American Airlines. We tracked the social media profile of the brand and also recommended some insighs.

2. LISA KLIER
LKLIER@MAC.COM
TIFFANY LAU
ITSTIFFANYLAU@GMAIL.COM
ASHLEY MARCHI
ASHLEYMARCHI@GMAIL.COM

3. • Southwest Airlines
• United Airlines
• JetBlue
• American Airlines

4. SOUTHWEST AIRLINES
LEADERSHIP GENERAL
• Gary Kelly, CEO & Chairman • US’s most successful low
fare, high frequency carrier
of the Board
• Operates more than 3,400
• Incorporated in Texas in 1971, flights a day
headquarters still in Texas
• Flies to 72 cities in 37 states
• Topped monthly domestic
• 35,000 total employees
passenger ratings in May 2003
• Largest US carrier based on
domestic passengers
• 550 Boeing 737 Jets
• Avg Cost $139.18 one-way

5. SOUTHWEST AIRLINES CON’T
STOCK FINANCE
• Net income: $459 million
• CS traded under “LUV” on
NYSW • Total passengers carried:
88 million
• Profitable until 2010; profitable
for 38 consecutive years • Total RPMs: 78 billion
• May 2, 2011 acquired Air Tran • Average passenger load
Airways factor: 79.3 percent
• Total operating revenue:
HTTP://WWW.YOUTUBE.COM/USER/
NUTSABOUTSOUTHWEST#P/U/3/-
$12.1 billion
C K Z AW G Q S W C

6. UNITED AIRLINES
G E N E R A L I N F O R M AT I O N
• 3,600 Daily flights
• Close to Southwest
• Flies international
• 201 Destinations
• 61,200 worldwide
employees
• Double Southwest

7. AMERICAN AIRLINES
G E N E R A L I N F O R M AT I O N
• 3,400 Flights daily
• Same as Southwest
• Flies International
• 200 Destinations
• 87,000 Employees
• 620 Planes

8. JETBLUE
GENERAL
I N F O R M AT I O N
• 600 Daily flights
• Lands in 50 locations
• Lot less than Southwest
• 6 countries
• 13,000 Employees
• 1/3 of Southwest
• 160 Embraer/ Airbus

9. GENERAL RUNDOWN
Southwest United American JetBlue
Airlines Airlines
Daily Flights 3,400 3,600+ 3,400+ 600
Destinations 200+
72 cities, 201 worldwide 50 locations,
37 states worldwide destinations 6 countries
destinations
Employees 35,000 61,200 87,000+ 13,000
# of planes 550 Boeing 160 Embraer/
737s 350 620 Airbus
Avg. cost $139.18 $230
one-way roundtrip
(2010)

11. VOLUME OF CONVERSATION
Brand Mention By Social Media Count
10. 27. 2011 11. 9 .2011
Roughly 23,838 mentions Roughly 16,307 mentions

12. VOLUME OF CONVERSATION
Tweet Volume Trend (10/9 -
11/9)
Total number of 52,869 tweets

13. BREAKDOWN SOCIAL MEDIA VOLUME BY TYPE
Topic by Media Type 10. 9. 11 – 11. 9 . 11

14. BREAKDOWN SOCIAL MEDIA VOLUME BY TYPE
Brand Mention Count By Media Type
Roughly 16,307 mentions on
11.9.11

15. TOP SOCIAL MEDIA INFLUENCERS
BLOGS
MAINSTREAM
NOT SO MUCH FOR TWITTER
• JetBlue has better Twitter influence

16. TOPICS/ KEYWORDS MOST ASSOCIATED
Positive Brand Cloud Negative Brand
Cloud

17. OVERALL SENTIMENT OF CONVERSATIONS
Quite accurate when
comparing to
sentiment on River of
News
Topic Sentiment By Trend
10.9.11 – 11.9.11

18. OVERALL SENTIMENT – RIVER OF NEWS
Overall Sentiment – Not too great.
Besides low price offers, a lot of negativity
• Loss in profit; cell phone misunderstanding; actress kicked off

20. SHARE OF VOICE
10. 9. 2011 10. 16. 2011
1,962 posts; Competitors ~ 27%; Brand ~ 20.1% 1,741 posts; Competitors ~ 24.7%; Brand ~ 25.7%
10. 23. 2011 10. 16. 2011
1,852posts; Competitors ~ 27%; Brand ~ 19.3% 4,378posts ; Competitors ~ 30%; Brand ~ 8.7%

21. COMPETITIVE TRENDS
From 10. 9. 2011 – 11.9.2011

23. INSIGHTS FOR SOUTHWEST
BACKLASH ON AD C AT T L E C A L L
C A M PA I G N  Many upset by line up technique
 A lot of complaints about  Unfair
commercials A LOT OF GENERAL
 Audience not responding well N E G AT I V I T Y
 Focus on social media, not TV  Loss of money
 Can either:  People getting kicked off plane
 Try to be classier like UA  Childish company and immature
 Air commercials on HULU  Serious lawsuits and issues
 Need to issue press releases
 Address problems instead of avoid
them

24. INSIGHTS FOR SOUTHWEST
FOURSQUARE TWITTER
• Allow customers to • HR should utilize twitter to offer jobs
check in on flights • It really hypes people up and can be
• Be mayor of planes RT for days
• Southwest badge on • It’s powerful and reaches millions
foursquare • Use it to the fullest extent
• After check in, you get
a free snack or drink

25. • Watched Radian 6 closely to come
up with these insights
• Found that Southwest has a great
presence in social media
• Mostly in blogs and mainstream
news
• Most sentiment is negative for now
• In comparison to competition,
Southwest is doing really well with
keeping up with their audience
• Within next month = great increase
in Southwest presence in social