Salesforce ExactTarget Marketing Cloud Powers Airline's Social Media Engagement

INDIANAPOLIS  (Dec. 3, 2013) - Southwest Airlines (NYSE: LUV) expects  social media conversations to sky rocket this holiday season, as a record  number of travelers are predicted to turn to Facebook and Twitter to interact  with the airline.

The  airline saw social conversations in November and December 2012 surge 75.4  percent over the same period in 2011, and with the Salesforce ExactTarget Marketing Cloud, the company is well  positioned to manage the expected record growth predicted for this year.

"At Southwest Airlines, our purpose is to  connect people to what's important in their lives through friendly, reliable,  low-cost air travel and helpful travel guidance. That purpose is most  meaningful during the holidays, when many of our Customers are traveling to  connect with friends and family," said Christi McNeill, Project Lead, Social  Business & Listening for Southwest Airlines. "As we enter the most  connected holiday season in history, we will rely on our dedicated staff, which  is our single greatest strength and most enduring long term competitive  advantage, to predict needs and assist Customers in real time over social."

Using insights from its record-setting 2012  social media holiday program, the Southwest Airlines team has identified the  most frequently asked questions and is prepared to quickly respond to  travel-related inquiries throughout the holidays. 

"Southwest listens to their customers' needs  and connects with them in real time through social media to provide advice and  help," said Michael Lazerow, chief marketing officer, ExactTarget Marketing  Cloud. "The ExactTarget Marketing Cloud makes it possible for Southwest to  connect 1:1 with their customers to deliver a world-class customer experience."

Southwest will continue growing its strength  in social media with the construction of a revolutionary new Listening Center,  powered by Salesforce Radian6.  Slated to begin construction in January  2014, the center will provide a collaborative workspace where the airline can,  in real time, listen to, engage with and analyze social conversation among  Customers, news media and Employees.

About ExactTarget, a salesforce.com Company
ExactTarget is a leading global provider of  cross-channel digital marketing software-as-a-service solutions that empower  organizations of all sizes to communicate with their customers through email,  mobile, social media, Web and marketing automation. ExactTarget's suite of  integrated applications enables marketers to plan, automate, deliver and  optimize data-driven digital marketing and real-time communications to drive  customer engagement, increase sales and improve return on marketing investment.  ExactTarget is a salesforce.com company. For more information, visit www.ExactTarget.com.

About Southwest Airlines Co.
In its 43(rd) year of service, Dallas-based  Southwest Airlines (NYSE: LUV) continues to differentiate itself from other  carriers with exemplary Customer Service delivered by more than 45,000  Employees to more than 100 million Customers annually. Southwest is the  nation's largest carrier in terms of originating domestic passengers boarded,  and including wholly-owned subsidiary, AirTran Airways, operates the largest  fleet of Boeing aircraft in the world to serve 96 destinations in 41 states,  the District of Columbia, the Commonwealth of Puerto Rico, and five  near-international countries. Southwest is one of the most honored airlines in  the world, known for its triple bottom line approach that takes into account  the carrier's performance and productivity, the importance of its People and  the communities it serves, and its commitment to efficiency and the planet. The  2012 Southwest Airlines One Report(TM)southwest.com/citizenship.

  Media  Contact:
  Kari  Brownsberger (Finn Partners) 312.329.3980 or MediaRelations@ExactTarget.com


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