Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Please click for more information, or scroll down to pass the ad, or Close Ad.
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Vblock™ Systems:
Advanced converged infrastructure
increases productivity & lowers costs.

www.vce.com
E-Commerce
24/7/365 Network Uptime!
Average Rating:
Rate this article:  
JetBlue
JetBlue's ROI Soars on Social Marketing

By Jennifer LeClaire
July 22, 2013 1:50PM

    Bookmark and Share
"JetBlue relies on the trust that they engender with their customers, so social media is very important. Simply think about what harm can come from disgruntled customers who have had one too many delays through Chicago on JetBlue. It just takes one negative tweet to influence potential or current customers," said Current Analysis' Brad Shimmin.
 



There's plenty of talk about ROI in the social marketing realm but fewer actual results. With that reality in mind, JetBlue Airways is offering some metrics worth noting.

The airline is reporting a "social marketing transformation" that saw a 140 percent return on investment using the Salesforce marketing cloud, according to a case study report from Nucleus Research. JetBlue standardized its social marketing on Salesforce's Buddy Media, a social publishing application, to increase productivity. The results: reduced marketing costs and better visibility.

"JetBlue prides itself on reaching both business and recreational travelers in unique ways," said Sean Williams, analyst of consumer promotions at JetBlue. "By using Buddy Media for all of our social promotions, we've increased productivity and seen direct cost savings."

Creating Customer-Centric Products

JetBlue reports more efficient management of creative services as part of its success story. The airline said Buddy Media allows it to focus agency investment on more strategic activities and spend less on routine campaign development and execution fees. On the productivity front, Buddy Media makes it easier for the JetBlue team to track and analyze the successes and impacts of different promotions, as well as schedule execution times for various phases of a campaign, saving valuable time.

Meanwhile, Buddy Media analytics allow the JetBlue promotions team to understand the reach, volume and impact of a campaign, and how it aligns with demographic and psychographic profiles of the audience. And standardizing on Buddy Media drives brand consistency and the ability to activate campaigns based on the real-time nature of social media and specific events.

The Nucleus Research report pointed to one particular campaign JetBlue executed with Buddy Media -- the "Think Up" campaign. The company asked users to submit ideas for a new JetBlue iPad app on Facebook. The ideas submitted are now under review by the JetBlue team and will result in a customer-centric final product.

Just One Negative Tweet

Brad Shimmin, a principal analyst at Current Analysis, is not surprised by the success. He reminds us that Buddy Media was a market success in the social space before Salesforce acquired the company -- and aligns well with its objective.

"Social marketing is more than important -- it's an imperative," Shimmin said. "Any company that has any sort of constituency cannot ignore social media. Companies must take steps to both monitor and preserve their brand as it's represented on social media and seek ways to maximize the value that can be derived from social media."

Shimmin called social marketing invaluable as a disintermediator that allows customers to literally feel as though they are directly in touch with their favorite brands.

"JetBlue relies so much on the trust that they engender with their customers, so social media is very important," Shimmin said. "Simply think about what harm can come from disgruntled customers who have had one too many delays though Chicago on JetBlue. It just takes one negative tweet to influence potential or current customers."
 

Tell Us What You Think
Comment:

Name:



Your Next Generation Data Center Is Here! Vblock™ Systems: the world's most advanced converged infrastructure are built on the Cisco Unified Computing System with Intel® Xeon® processors. Vblock™ Systems deliver extraordinary time to market, ROI and TCO, and flexibility to meet your continually changing demands with 5X faster deployment, 96% less downtime, and 1/2 the cost. Click here to learn more.


 E-Commerce
1.   'Like' Cheerios, Give Up Right To Sue
2.   Tech Giant Alibaba Plans U.S. IPO
3.   Alibaba Earnings Boost Yahoo
4.   Mark Hurd's 5 Keys to Market Success
5.   Amazon 3D Smartphone Pics Leaked


advertisement
'Like' Cheerios, Give Up Right To Sue
General Mills policy forces arbitration.
Average Rating:
Tech Giant Alibaba Plans U.S. IPO
Frenzied interest like Facebook in 2012.
Average Rating:
Alibaba Earnings Boost Yahoo
Amid modest advertising sale gains.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Heartbleed Could Cost Millions, Could Have Been Prevented
Early estimates of Heartbleed’s cost to enterprises are running in the millions. The reason: revoking all the SSL certificates the bug exposed will come at a very hefty price. Some say it all could have been avoided.
 
Michaels Says Nearly 3M Credit, Debit Cards Breached
Arts and crafts retail giant Michaels Stores has confirmed that a data breach at its POS terminals from May 2013 to Jan. 2014 may have exposed nearly 3 million customer credit and debit cards.
 
Google's Street View Software Unravels CAPTCHAs
The latest software Google uses for its Street View cars to read street numbers in images for Google Maps works so well that it also solves CAPTCHAs, those puzzles designed to defeat bots.
 

Enterprise Hardware Spotlight
Vaio Fit 11A Battery Danger Forces Recall by Sony
Using a Sony Vaio Fit 11A laptop? It's time to send it back to Sony. In fact, Sony is encouraging people to stop using the laptop after several reports of its Panasonic battery overheating.
 
Continued Drop in Global PC Shipments Slows
Worldwide shipments of PCs fell during the first three months of the year, but the global slump in PC demand may be easing, with a considerable slowdown from last year's drops.
 
Google Glass Finds a Home in Medical Education, Practice
The innovative headpiece may find its niche in markets where hands-free access to data can be a big advantage. Glass experiments for doctors are already under way, with some promising results.
 

Mobile Technology Spotlight
Review: Siri-Like Cortana Fills Windows Phone Gap
With the new Cortana virtual assistant, Windows catches up with Apple's iOS and Google's Android in a major way, taking some of the best parts of Apple's and Google's virtual assistants, with new tools too.
 
With Galaxy S5, Samsung Proves Less Can Be More
Samsung has produced the most formidable rival yet to the iPhone 5s: the Galaxy S5. The device is the fifth edition of the company's successful line of Galaxy S smartphones, and shows less can be more.
 
Facebook Rolls Out Potentially Intrusive Location-Sharing
Looking for friends? Facebook users in the U.S. will soon be able to see which of their friends are nearby, using a smartphone's GPS. Could be a cool feature in some cases, or way too much information.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | Small Business | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters | XML/RSS Feed

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.