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...
GET RECOGNIZED.
Let an ISACA® certification
elevate your career.

Register today and save
Business Intelligence
DDoS Protection Powered By Verisign
Average Rating:
Rate this article:  
JetBlue's ROI Soars on Social Marketing

JetBlue's ROI Soars on Social Marketing
By Jennifer LeClaire

Share
Share on Facebook Share on Twitter Share on Linkedin Share on Google Plus

"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:



Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.


 Business Intelligence
1.   Facebook Offers Cross-Device Analytics
2.   Splunk Cuts Prices, Vows 100% Uptime
3.   IBM Beefs Up Identity Intelligence
4.   Brain Waves: the New Focus Group?
5.   Chief Customer Officers' Clout Grows


advertisement
Facebook Offers Cross-Device Analytics
Marketers can track ad conversions.
Average Rating:
Brain Waves: the New Focus Group?
Customer data gets more scientific.
Average Rating:
IBM Beefs Up Identity Intelligence
To offer biz better security products.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
UPS Stores in 24 States Hit by Data Breach
Big Brown has been breached. UPS said that about 105,000 customer transactions at 51 of its UPS Store locations in 24 states could have been compromised between January and August.
 
Cost of Target Data Breach: $148 Million Plus Loss of Trust
The now infamous Target data breach is still costing the company -- and its shareholders -- plenty. In fact, the retailing giant forecast the December 2013 incident cost shareholders $148 million.
 
Aruba Networks Handles Black Hat with Aplomb
It's not an easy job. Aruba Networks' task throughout the Black Hat USA conference in Las Vegas this month was to ensure thousands of attendees could connect without malicious attacks.
 

Enterprise Hardware Spotlight
Acer's New Desktop Box Rides the Chrome OS Wave
Filling out its Chrome OS line, Acer is following the introduction of a larger Chromebook line earlier this month with a new tiny $180 desktop Chromebox and also a smaller Chromebook.
 
Three New Lenovo PCs Aimed at Business Users
Businesses everywhere want computing solutions that do more for less money, and Lenovo has unveiled three new desktop PCs that offer solid computing at a budget-minded price.
 
Aruba Networks Handles Black Hat with Aplomb
It's not an easy job. Aruba Networks' task throughout the Black Hat USA conference in Las Vegas this month was to ensure thousands of attendees could connect without malicious attacks.
 

Mobile Technology Spotlight
Google Glass Adds Voice Access to Phone Contacts
The latest update to Google Glass will let users access their top 20 phone contacts with voice commands alone. A user can then choose a phone call, Google hangouts, e-mail or text messaging.
 
Samsung, B&N Target Amazon with Nook Tablet
They've seen the enemy and it is Amazon. So Samsung and Barnes & Noble are teaming up to combat their common foe with a 7-inch tablet that blends Samsung’s tech, Nook’s content and e-reader platform.
 
Acer's New Desktop Box Rides the Chrome OS Wave
Filling out its Chrome OS line, Acer is following the introduction of a larger Chromebook line earlier this month with a new tiny $180 desktop Chromebox and also a smaller Chromebook.
 

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.