Morgan Johnston, Manager Corporate Communications and Social Media Strategist, JetBlue Airways www.bdionline.com

1. JetBlue Social Media
Morgan Johnston
Corporate Communications
@MHJohnston
fb.me/morganjohnston

2. 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

3. Build the relationship
Only then do you earn the
right monetize

4. How JetBlue does Social
Tactical
• Monitor
• Engage
• Inform
• Humanize

5. Monitor
Where’s the place
of greatest
potential?

6. Information Booth
Customer Service

12. Great customer service is
about doing what is right and
fair for all customers

14. Deliver a sustainable message:
“This is what we ALL deserve.”

16. Customer Service: Share
what every customer should be
able to expect
BAD PR: Share what only
“popular” customers get

18. How JetBlue does Social
Measurement
• Track and level set
• Set and challenge goals
• Integrate into operations

19. Which Represents the JetBlue
“Voice of the Customer”?
Solicited Surveys Unsolicited Emails Social Media
They all do!
19
Source: June 2010 comparison of NPS surveys, Speakup emails, Twitter traffic about JetBlue

20. “Listen” across many channels
20K flights /mo. Social 40K tweets /mo.
Operational
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
20

21. Robust Analytics
Statistical analysis = what
Text analysis = why
21

24. Actionable Insights for All
Drives Prioritization
Drives
Accountability
Drives Behavior
24

25. Voice of the Customer – C-Level to Front-line
25

26. JetBlue Social Media
Morgan Johnston
Corporate Communications
@MHJohnston
fb.me/morganjohnston