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SOUTHW
EST AIR
LINES
UN
I TE
D,
AM
ER
I CA
N,
& J
ET
BL U
E
LISA KLIER [email protected] LAU [email protected] MARCHI [email protected]
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
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