JetBlue's Social Media Strategy Focuses on Building Relationships Through Listening and Humanizing Brand Interactions
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JetBlue's Social Media Strategy Focuses on Building Relationships Through Listening and Humanizing Brand Interactions
- 1. #CultureMatters Morgan Johnston JetBlue Airways
- 5. Our Social Goals • Communication • Showcase brand personality and transparency of who we are as a company and individuals • Communicate important information, track and face crises or issues • Service • 24/7 monitoring of brand mentions with 1:1 customer engagement, real time recovery and operational outreach • Commerce • Drive sales and awareness for key marketing objectives
- 6. Build the relationship Only then do you earn the right monetize
- 7. How JetBlue does Social • Monitor • Engage • Inform • Humanize
- 10. Listen!
- 12. USAA 89% NPS Trader Joes 82% Apple 72% Amazon 70% JetBlue 60% Positive NPS Southwest 59% AirTran 16% Continental 7% Delta 2% Airlines 0% Negative American -2% NPS United -10% US Airways -12% Source: Satmetrix 2011 NPS Benchmarks
- 13. “Listen” across many channels 20K flights /mo. Operational Social 40K tweets /mo. data Media Analytics 50K emails /mo. Email Web 1-2M hits/day Feedback feedback 50K resp /mo. NPS Surveys VoC Call Center 700K calls/mo 13
- 15. Actionable Insights for All Drives Prioritization Drives Accountability Drives Behavior 15
- 16. Voice of the Customer – C-Level to Front-line 16
- 17. #CultureMatters
- 20. Where’s the place of greatest potential?
- 26. Do the Right Thing 1.7 million = media impressions +
- 27. Inspire Greatness in Others
- 28. Questions? Morgan Johnston @MHJohnston