chris mainz southwest airlines executive comms
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Executive Communications How to make your CEO work for your Communications Department
©2014 Southwest Airlines Co.
SOUTHWEST HISTORY
SOUTHWEST HISTORY
SOUTHWEST SUCCESS
Executive Visibility Program
Executive Visibility Goals • Drive Company-wide strategic initiatives in support of
business imperatives • Tell the SWA Story and create new Executive Brand
Ambassadors • Support Senior Leader Development • Champion Culture Integration/Saturation • Activate/Rally around key issues • Create Strong Leadership Voices • Strategically leverage media interviews among
Executives on various topics aligned with their expertise
Outcomes: Confident, credible and visible Executive leaders that
demonstrate depth in the management Team, enhance the external Brand and actively support the Culture
Executive Visibility
A comprehensive, cohesive approach to positioning our leaders and drive business success
Executive Visibility Program
Speaker’s Bureau (SB)
Local Market
Presence
Contingency Planning (CP)
Executive Culture Visits
(ECV)
Executive Platforms (EP)
Executive Visibility
Executive Platforms
Why do we need Executive Platforms?
• Our mission is to develop the voice, Topic(s), and Venues—both internally and externally—in an effort to elevate the profile for selected Executives.
• Our objective is to create individual messaging platforms for our Executive-level Leaders. Some will be more involved than others, and each will be tailored to the individual.
• Each platform will enable our Leaders to place Southwest in the best competitive position
through strategic messaging in their area of expertise
• Our job is to identify opportunities to position our Leaders internally and externally through speaking opportunities, publications, surveys, and blogs
• The ultimate goal is to position our Leaders to drive industry-wide innovation and establish best practices in their domains, and elevate the Executives’ individual profiles.
So basically, we’re the internal publicists for our great Leaders!
Example: Executive Platforms
Training Needs: On-Camera Presentation
External Venue Platform/Messaging Nuts about Southwest
One post each quarter talking about our commitment to efficiency and improving our operation.
Speeches Place Mike at one top-level industry conference a year as a keynote speaker.
Media Media training? - Use Mike as spokesperson on operations, including maintenance, Ground Ops, Pilots, etc. .
Trade publications Pitching our COO as the an efficiency pioneer
Initiative Create a platform for Mike Van de Ven to place Southwest in the best competitive position through messages encompassing our efficient operation, Safety, competitive advantage, and being a Leader in Customer Service—increasing his visibility both outside and inside the Company walls. Communication Strategy Find opportunities to position Mike internally and externally as Southwest’s operational visionary through venues, publications, pitches, surveys, blogs, and videos. The goal is to position him to drive industry-wide innovation and establish best practices as our Chief Operations Officer. Strengths/Topics: Operational Excellence Safety Absenteeism Fleet Modernization
What does this look like in action?
EXECUTIVE PLATFORM: MIKE VAN DE VEN
“This is a very complex transaction that requires time and close coordination with multiple parties,” said Southwest Chief Operating Officer Mike Van de Ven. “While we do have a tentative agreement with Delta, final details must be completed with all parties before a binding agreement between Delta and Southwest can be completed.” – WSJ, May 22, 2012
CEO Communication
Starts at the Top
“I work for the Communications Department!”
-- Southwest CEO Gary Kelly
CEO Channels Internal: • January Battle Plan Letter to Employees • Messages to the Field • Weekly: Gary Newsline; Digital Signs • Monthly: Employee Newsletter Column • Mid-Year Update • Periodic Letter on Critical Issues External: • Monthly: Spirit Magazine Column • Quarterly: Financial Results • Social: LinkedIn Influencer • Speeches • Media Events
Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec.
LUVLines Gary’s Takeoff
Spirit Gary’s Greeting
Appearances& Events
LinkedIn Influencer
Internal
External
TACTICS
The Year
Ahead
The Year
Ahead
= INTERNAL COMMUNICATION
= EXTERNAL COMMUNICATION
Connect with our
Culture
Our Purpose
Gary’s Communication Calendar
Message to
the Field
International Expanding
Beyond our
Borders
Birthday Past/Present/
Future of SWA
(SWA Vison)
Community/ From the
Heart
Mid Year
/Integration Update
Industry/ Outlook
Overview
Wright Amendment/
DAL
Heroes/ Holidays/ Thank You
Customer Service Stories/
Surprise and Delight
Culture Spreading
the LUV
Our Purpose Communication
International Expanding
Beyond Our
Borders
Birthday Past/Present/
Future of SWA
(SWA Vison)
Community/ From the
Heart
Integration Update
Industry/ Outlook
Overview
Wright Amendment/
DAL
Thanksgiving Holidays
Customer Service Stories/
Surprise and Delight
1/23: 4Q 2013 Financial Results
MTTF 2/6- MCO 2/10- ATL 2/12- LAS 2/20- PHX
2/26- MDW
2/14- Heroes of the Heart
03/04: Dallas MTTF
4/24: 1Q
Financial Results
5/14: Shareholder’s
Meeting
6/14: Annual Awards Banquet
7/24: 2Q
Financial Results
10/23: 3Q
Financial Results
Thanksgiving
Wing’s Club NYC?
The State of My Industry
Deadline- 3/13 Launch- 3/25
Career Curveballs
Deadline- 4/11 Launch- 4/22
If I Were 22
Deadline- 5/8 Launch- 5/20
No Influencer
Submissions
Best Business Travel Shortcuts/
Best Business Travel Disasters Deadline- 6/4 Launch- 7/22
No Influencer
Submissions
How I Do It
Deadline- 8/28 Launch- 9/16
The One Thing I’d Fix
Deadline- 10/2 Launch- 10/14
My Plan B/The Road I Didn’t Take
Deadline- 10/30 Launch- 11/11
Big Ideas 2015
Deadline- 12/4 Launch- 12/16
DONE! DONE!
Newslines (Weekly)
Battle Plan
Herb and Gary Video
Ask Gary MTTF Edition
Gary’s 10th Year as CEO
Ask Gary Mid Year Update
Ask Gary Mid Year Update
Ask Gary Mid Year Update
Ask Gary Mid Year Update
MTTF Cities Media Interviews
MTTF Cities Media Interviews
MTTF Cities Media Interviews
D CEO Magazine Feature: Lunch with the CEO
Pitch to Business Magazine (Fortune/ Forbes)
Ask Gary Ask Gary Ask Gary Ask Gary Richardson Chamber
Of Commerce
SER National
Conference
U.S. Conference Of Mayors
AIME Award
Wing’s Club
Newsline
Message to the Field Our “State of the Union” Address Five to Six Messages per Year in key markets February and March Arrange Key Media Interviews with Gary and major outlets Meet with local influencers
Reuters Headline: Southwest looks at growth opportunities
‘Ask Gary’ New Take on Mid-Year Update Employees submit Qs via short videos Gary answers unscripted Drive more engagement and interest Some of best success we’ve ever had
http://youtu.be/tN8fIVA1KqI
“I’m addicted to Ask Gary!” “I look forward to Ask Gary like I look forward to Breaking Bad!”
Overview Ask Gary 2013 – All Episodes 1 - 13
Total Blog & Video Views per Episode
3,687
6,307
4,684
7,303
10,055
12,329
7,260
11,752
5,330
10,448
14,455
12,935
8,174
1,879
2,952
2,655
2,433
3,773
5,547
3,405
5,407
2,715
3,426
6,335
4,605
2,859
0 5,000 10,000 15,000 20,000 25,000
E13: Season Finale
E12: AirTran Policies and More
E 11: Integration and More
E10: All Things International
E9: AA/US Merger and No Show
E8: SWA Effect and Red Eyes
E7: ATL, Early Bird and Ads
E6: Growth, SAN & more
E5: NY Market, Fuel
E4: International, SWAG
E3: Labor, TSA, PreChecks
E2: Early Out, Bags, Hawaii
E1: How is SWA Doing?
Blog Views Video Views
‘Ask Gary’ Next Steps Next Steps: • ‘Ask Gary’ MTTF Edition • Take ‘Ask Gary’ External—
will New Take Questions from Customers on Social Channels
http://youtu.be/mixWbuXjLgA
Gary as LinkedIn Influencer
Link from Brian
Gary Kelly on LinkedIn About the LinkedIn Influencer Group: Comprised of more than 400 of the top world and business leaders (President Obama, Bill Gates, Richard Branson, Jack Welch, Joel Peterson, and CEOs from Expedia, Marriott, Quantas in the travel sector) share professional insights with LinkedIn’s 259+ million members. Influencer group includes 75+ CEOs.
LinkedIn Influencer
Influencers chime in on the state of the world’s economy to their best career mistake Influencers and editors are tapped for business insights and commentary on the day’s top news
Dallas Business Journal: Southwest's Kelly calls on the FAA to take navigation into 21st century Entitled State of Aviation: Emerging from a Lost Decade, it’s Kelly’s first post since being named a LinkedIn Influencer, a group that includes 400 top world and business leaders.
On average posts generate 300+ social actions and likes or comments
LOCAL MARKET PRESENCE
CASE STUDY: GARY AT DU
• 700 attendees (200 MBA students, 500 local business leaders) • 329 live stream views • 50,000 recipients of post-event YouTube link • Harvard Business Review • $50 SWA Audience voucher
FREE HOBBY Had to convince City of Houston to build International Terminal at Hobby Major tactic was to have Gary in market: • Media interviews • At City Council Hearings • Local Speeches and Events
Contingency Planning
Contingency Planning
• Identified Potential Issues • Drafted Contingency Plans for each topic,
including verbiage, statements, resources, spokespeople, etc.
• Routed for Review • Received Direct Leadership Approval and made
necessary edits • Core Team meets quarterly to discuss new
topics, review case studies, talk about best practices
Contingency Planning PRIMARY PILLARS AND SUB-CATEGORIES BY SPOKESPERSON: Bob Jordan – Chief Commercial Officer Operations
Massive Flight Reduction/Station Closing Codeshare Discontinuation
Ginger Hardage – Senior VP Culture and Communications Customer Service
Controversial SW sponsorships Misplaced Customer (ex. child or special needs)
Employee Criminal Activity (ex. Substance Abuse, Employee Arrest, etc) Officer or Executive Medical Emergency Officer or Executive Death (natural, murder, accident) Employee Death (or serious injury) Disruptive Employee Action
QUESTIONS?
©2013 Southwest Airlines Co.