ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 11th Annual Shorty Awards

Southwest Airlines Community

Gold Distinction in Online Community

About this entry

In order to keep up with the demands of a growing business, Southwest Airlines has invested in an owned, online community as a place for Customers to share stories, exchange knowledge, and find inspiration from other members.

Why does this entry deserve to win?

The Southwest Community was launched in 2016 and is home to a Customer Discussion Forum and Corporate Blog.

The corporate blog gives readers a behind the scenes look at Southwest's involvement in the communities we serve, information on products and services, and stories from the Heart.

The Discussion Forum's taxonomy is aligned to common support inquiries, which initially included:

Since the initial launch of these discussion boards, we have added several new boards based on discussion trends and business need, including:

The Community is integrated on several high traffic pages of Southwest.com, including:

Direct email marketing has been used to inform Customers about the Community. The most recent email campaign contained a clear call to action to join the Community and resulted in more than 15,000 new members within five days.

Gamification is a key area of focus, allowing members to level up through a ranking system and earn badges based on participation. Several times a year, Members have the ability to nominate themselves or others to become participants in the Community Champions Program, which formally recognizes the Community's top contributors.

Community Champions are recognized with a unique avatar, making it easy for others to identify them as a trusted voice within the Community. They receive a variety of perks throughout their time in the program, ranging from exclusive swag to in person events. They help set the tone and direction of the Discussion Forum and are frequent contributors to the Blog. They also have opportunities to connect regularly with The Southwest Community Team, making it easier to discuss questions, issues, and opportunities for the Community.

Results

Using an on-platform customer experience survey, we've been able to show an early indication that we are on our way to achieving our goal of contact avoidance:

  • 39% of survey respondents said they came to the Community to find information to help them use a product or service; 40% were looking for support or help; 11% were looking for information to help them make a purchase decision; 6% were looking for a question to answer or discussion to participate in; only 4% came to the Community for some other reason.
  • 56% of survey respondents said they found what they were looking for on the Community and 67% of those individuals said they would have contacted Customer Service if they had not found what they were looking for.

  • To date, the Community has amassed more than 100,000 Community Members and has quickly become a natural extension of Southwest's Customer experience.

    Media

    Produced by

    Southwest Airlines

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