SOUTHW

EST AIR

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LISA KLIER LKLIER@MAC.COMTIFFANY LAU ITSTIFFANYLAU@GMAIL.COMASHLEY MARCHI ASHLEYMARCHI@GMAIL.COM

Profe

ssor

Rag

as

PRAD 391

Novem

ber 9

,2011

BRIEF

INTR

ODUCTION O

F BRANDS

• Southwest Airlines

• United Airlines

• JetBlue

• American Airlines

SOUTHWEST AIRLINES

L E A D E R S H I P

• Gary Kelly, CEO & Chairman of the Board

• Incorporated in Texas in 1971, headquarters still in Texas

• Topped monthly domestic passenger ratings in May 2003

G E N E RA L

• US’s most successful low fare, high frequency carrier

• Operates more than 3,400 flights a day

• Flies to 72 cities in 37 states

• 35,000 total employees

• Largest US carrier based on domestic passengers

• 550 Boeing 737 Jets

• Avg Cost $139.18 one-way

SOUTHWEST AIRLINES CON’T

S T O C K

• CS traded under “LUV” on NYSW

• Profitable until 2010; profitable for 38 consecutive years

• May 2, 2011 acquired Air Tran Airways

F I N A N C E

• Net income: $459 million

• Total passengers carried: 88 million

• Total RPMs: 78 billion

• Average passenger load factor: 79.3 percent

• Total operating revenue: $12.1 billion

H T T P : / / W W W . Y O U T U B E . C O M /U S E R / N U T S A B O U T S O U T H W ES T # P / U / 3 / - C K Z A W G Q S W C

UNITED AIRLINES

G E N E RA 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

AMERICAN AIRLINES

G E N E RA 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

JETBLUEG E N E RA L 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

GENERAL RUNDOWN

  Southwest United Airlines

American Airlines

JetBlue

Daily Flights

3,400 3,600+ 3,400+ 600

Destinations 72 cities,

37 states201

worldwide destinations

200+ worldwide

destinations50

locations, 6 countries

Employees 35,000 61,200 87,000+ 13,000

# of planes

550 Boeing 737s 350 620

160 Embraer/

AirbusAvg. cost $139.18

one-way    $230

roundtrip (2010)

SOCIAL M

EDIA

PROFIL

E OF

BRAND

10. 27. 2011 11. 9 .2011

VOLUME OF CONVERSATION

Brand Mention By Social Media Count

Roughly 23,838 mentions

Roughly 16,307 mentions

VOLUME OF CONVERSATION

Tweet Volume Trend (10/9 -11/9)

Total number of 52,869 tweets

Topic by Media Type 10. 9. 11 – 11. 9 . 11

BREAKDOWN SOCIAL MEDIA VOLUME BY TYPE

Brand Mention Count By Media TypeRoughly 16,307 mentions on 11.9.11

BREAKDOWN SOCIAL MEDIA VOLUME BY TYPE

TOP SOCIAL MEDIA INFLUENCERS

M A I N S T R E A M

• JetBlue has better Twitter influence

N O T S O M U C H F O R T W I T T E R

B L O G S

Positive Brand Cloud

Negative Brand Cloud

TOPICS/ KEYWORDS MOST ASSOCIATED

Topic Sentiment By Trend

10.9.11 – 11.9.11

Quite accurate when comparing to sentiment on River

of News

OVERALL SENTIMENT OF CONVERSATIONS

Overall Sentiment – Not too great.

Besides low price offers, a lot of negativity

• Loss in profit; cell phone misunderstanding; actress kicked off

OVERALL SENTIMENT – RIVER OF NEWS

COMPETI

TIVE A

NALYSIS

OF

BRANDS

SHARE OF VOICE1 0 . 9 . 2 0 1 1

1,962 posts; Competitors ~ 27%; Brand ~ 20.1%

1 0 . 1 6 . 2 0 1 1

1 0 . 1 6 . 2 0 1 11 0 . 2 3 . 2 0 1 1

1,741 posts; Competitors ~ 24.7%; Brand ~ 25.7%

4,378posts ; Competitors ~ 30%; Brand ~ 8.7%

1,852posts; Competitors ~ 27%; Brand ~ 19.3%

COMPETITIVE TRENDS

From 10. 9. 2011 – 11.9.2011

ACTIONABLE

SOCIA

L MED

IA

INSIG

HTS

INSIGHTS FOR SOUTHWEST

B A C K L A S H O N A D C A M PA I G N

A lot of complaints about commercials

Audience not responding well Focus on social media, not

TV Can either:

Try to be classier like UA Air commercials on HULU

C AT T L E C A L L Many upset by line up

technique Unfair

A L O T O F G E N E R A L N E G AT I V I T Y Loss of money

People getting kicked off plane Childish company and immature Serious lawsuits and issues

Need to issue press releases Address problems instead of

avoid them

INSIGHTS FOR SOUTHWEST

F O U R S Q U A R E• Allow customers to

check in on flights• Be mayor of planes• Southwest badge on

foursquare• After check in, you

get a free snack or drink

T W I T T E R

• HR should utilize twitter to offer jobs

• It really hypes people up and can be RT for days

• It’s powerful and reaches millions• Use it to the fullest extent

Click icon to add picture

CONCLUSIO

N• 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 media