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. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
APC Free White Paper
Optimize your network investment &
Enter to win a Samsung Galaxy Note

www.apc.com
Mobile Tech
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:





 Mobile Tech
1.   Android 'Fake ID' Puts Millions at Risk
2.   FTC Wants Fix for Mobile Cramming
3.   Facebook To Force Use of Messenger
4.   BlackBerry Acquires Secusmart
5.   T-Mobile Calls 'BS' on AT&T Promo


advertisement
Android 'Fake ID' Puts Millions at Risk
Users: stick to apps from Google Play.
Average Rating:
FTC Wants Fix for Mobile Cramming
Overcharges are 'the perfect scam'.
Average Rating:
BlackBerry Acquires Secusmart
German security firm offers street cred.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Canadian Government Charges China With Cyberattack
The government of Canada is not happy with China. Canadian officials have accused "a highly sophisticated Chinese state-sponsored actor" of launching a cyberattack on its National Research Council.
 
Researchers Working To Fix Tor Security Exploit
Developers for the Tor privacy browser are scrambling to fix a bug revealed Monday that researchers say could allow hackers, or government surveillance agencies, to track users online.
 
Wall Street Journal Hacked Again
Hacked again. That’s the story at the Wall Street Journal this week as the newspaper reports that the computer systems housing some of its news graphics were breached. Customers not affected -- yet.
 

Enterprise Hardware Spotlight
Apple Updates MacBook Pros, Cuts Prices Up to $100
The popular MacBook Pro laptop line just got an update and a price cut of as much as $100. The MacBook Pro with Retina display now includes faster processors and double the memory.
 
Watson Gets His First Customer Service Gig
Since appearing on Jeopardy, IBM's Watson supercomputer has been making a living using his super-intelligent knowledge base for business verticals. Now, Watson's been hired for his first customer service job.
 
Tablet Giants Apple and Samsung Feel the Heat
When a company saturates its home market with a once-hot product, expect it to pump up efforts elsewhere. Apple, for its part, is now pushing iPads to big corporations and the enterprise market.
 

Mobile Technology Spotlight
Android 'Fake ID' Puts Millions of Users at Risk
Having this fake ID is nothing to brag about, even if you are a minor. The “Fake ID” Android flaw drops malware into smartphone apps. It can steal credit card data and even take over your device.
 
FTC Wants Fix for 'Perfect Scam' of Mobile Cramming
The U.S. Federal Trade Commission has issued new guidelines to curb “mobile cramming,” a troublesome practice that adds unauthorized third-party charges to mobile phone bills.
 
Facebook: You Will Use Messenger, and You Will Like It
Starting this week, Facebook users with Android and iOS phones will be forced to use the separate Messenger app to send Facebook messages. Pending messages will still be visible in the main app.
 

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 | CRM Systems | 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

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.