JetBlue established a social media support team. Since expanding their social media presence, the team has grown to 25 dedicated members who monitor JetBlue’s presence on Twitter and Facebook 24/7. Using ExactTarget SocialEngage™, the team watches for all mentions of their brand, determines when a response is appropriate, and responds to Tweets in real time.

1. Client Success
SocialEngageTM
JetBlue
“
goals:
JetBlue, a New York based airline serving 71 destinations in 12 countries, and one of Often, we learn about
the most recognizable names in the sky, takes much care protecting and promoting what’s going on in the
their brand. JetBlue was an early adopter of using social networks like Twitter to company on Twitter before
engage with their customers. With a rapid increase of followers and a growing
we hear it internally.
expectation of responsiveness, JetBlue recognized the need to constantly monitor
mentions of their brand so they could intelligently contribute to the conversations. SocialEngage helps us
The goal is not only to understand what customers are saying about the brand, but understand the magnitude
to learn and act upon these insights while engaging in conversation that is relevant of the issue—small
”
and timely.
or large.
solution: —Justin Thompson,
JetBlue established a social media support team. Since expanding their social Director, Customer Insights
media presence, the team has grown to 25 dedicated members who monitor and Recovery, JetBlue
JetBlue’s presence on Twitter and Facebook 24/7.
Using ExactTarget SocialEngage™, the team watches for all mentions of their
brand, determines when a response is appropriate, and responds to Tweets in real
time. SocialEngage allows the team to quickly assign Tweets to each other and
individuals in other departments, as needed, for quick and accurate responses.
The team categorizes each Tweet according to sentiment to gain insight into the
mood their followers in real time. They also tag according to topics mentioned in
order to share the feedback internally. Being able to see
the overall sentiment at a glance allows JetBlue to respond
in an appropriate tone and customize the messages they
choose to publish to their large audience.
results:
SocialEngage allows JetBlue to stay on top of what’s
happening with their customers and engage in an immediate
and personal way. Because they respond to 90% of all
Tweets within 15 minutes, their social following has grown to:
• 1.7 million Followers JetBlue’s SocialEngage message
interface allows reps to manage Tweets
• 5,000 average mentions per day and Facebook posts in real time.
• 500 average responses per day
“We know, without a doubt, that our customers are engaged,” said Justin Thompson,
Director, Customer Insights and Recovery at JetBlue. “They can—and do—Tweet us knowing
that we’re listening all the time.”

2. Client Success
SocialEngageTM
ExactTarget SocialEngage™
How Business Gets Social Ready to join
ExactTarget SocialEngage™ is a comprehensive, web-based social media engagement, the conversation
management, and reporting solution that helps companies of all sizes engage, track,
and analyze conversations about their brands across the most popular and influential taking place about
social communities today—Twitter and Facebook. your brand?
Built for the unique needs of businesses, SocialEngage helps marketers and customer Learn more at
support professionals manage their day-to-day social media conversations from a www.ExactTarget.comSocial
centralized, easy-to-use dashboard.
Through the use of features like Workgroups, Roles and Permissions, Email Notifications,
Conversation History, and more, SocialEngage makes it simple to:
• Empower teams to engage across the social web
• Listen for conversations about your brand
• Optimize workflow for efficient collaboration
• Measure the impact of reach, engagement, and influence
• Build deeper customer relationships