航空公司营销--美西南网络营销案例 Southwest airlines nuts about online communication.pptVIP

SOUTHWEST AIRLINESNUTS ABOUT COMMUNICATION Leveraging Online tools AE’s Airline Blog - Nuts About Southwest Youtube ? Twitter Facebook Flickr LinkedIn STAYING AHEAD OF THE CURVE CASE STUDIES Announced Assigned Seating test with CEO blog post Received 700 comments Most Customers said “If it ain’t broke, don’t fix it,” “I love your open seating policy, please don’t change.” Influenced executives and internal debate VIRTUAL FOCUS GROUP Customers denied boarding for threatening behavior Claim they were “banned for life” because they were “too pretty” Mainstream media covering only one side of the story ? Joke or serious threat to reputation? On the heels of the mini skirt debacle, couldn’t risk it… Learned from our previous experience that we needed to communicate directly with our Customers via:? Online spokespeople Official Statement YouTube video RECEIVED TREMENDOUS SUPPORT FROM BLOGGERS TOP VIEWED VIDEO CASE STUDY:FAA Fines SWA For Missed Inspections CASE STUDY (cont.) “You must need nerves of steel to work in Southwest Airlines Communication department right now. Once you mount the corporate-blogging horse theres no getting off it again. And Southwest is learning enough about what can then happen to write the ultimate book on the subject. Yesterday they finally decided there was no choice but to temporarily ground 44 of their Boeing 737s - including 38 taken straight off the line - affected by the safety allegations that have blown up around them. At time of writing they have 17 comments in response to the 260 they received on their earlier posts on the issue. The 17 are markedly more negative than positive - although the hard core of support is indicative of a degree of loyalty that many other companies would struggle to secure. Obviously this is not going to go away easily. So will Southwest have regrets over the blog? Im pretty sure that they wont. On balance its been a great tool for them in this horrendous situation.