This document discusses how Southwest Heart looks to its customers and employees as content stars. It provides examples of Marty the viral flight attendant and Hudson the dog reunited with his pilot to illustrate how customer stories can grow organically. The document concludes with takeaways around letting data guide decisions while trusting the heart, accentuating customer passions to reinforce brand identity, and utilizing employee strengths by empowering them and converting social sensations into marketing campaigns.

1. Proprietary & Confidential
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Make your Customers and Employees Content Stars
@brooksethomas
#SouthwestHeart

2. What does Southwest Heart look like?

4. Our People.

5. And that includes our Customers.

6. Every seat has a story.

7. Meet Marty, the “Funny Flight ADendant.”

8. Marty rose to fame on YouTube.

9. By popular demand, Marty met Ellen.

10. Then Marty starred in a commercial.

11. Every seat has a story. (Even the jump seat.)

12. Meet Hudson.

13. We found Hudson on Facebook.

14. Then Hudson became a story on our blog.

15. Hudson was reunited with the waving Pilot.

16. Our videographers captured the moment.

17. From there, Hudson’s story grew.

18. From there, Hudson’s story grew.

19. Takeaways.

20. § Let data chart your course, then trust
your heart to lead the way.
§ Accentuate your Customer’s talents
and passion points.
§ Rally around Customer content that
reinforces who you are and what you
represent.
§ Develop a relationship that seamlessly
gleans data from the Customer that
allows you to personalize their
experience & examine trends.

21. § Utilize Employee strengths.
§ Empower them to do the right thing.
§ Train them for a digital world.
§ Convert social sensations into
marketing campaigns.
§ Brand Journalism: turn your work force
into a functioning newsroom.

22. Don’t sell your soul. Without a Heart, it’s just
a machine.