JetBlue Social MediaMorgan JohnstonCorporate Communications@MHJohnstonfb.me/morganjohnston
Our Social Goals• Communication   • Showcase brand personality and transparency of who we are as a     company and individ...
Build the relationshipOnly then do you earn the      right monetize
How JetBlue does Social                  Tactical     • Monitor     • Engage     • Inform     • Humanize
Monitor Where’s the place   of greatest    potential?
Information Booth                    Customer Service
Great customer service isabout doing what is right and   fair for all customers
Deliver a sustainable message:“This is what we ALL deserve.”
Customer Service: Sharewhat every customer should be        able to expect  BAD PR: Share what only   “popular” customers ...
How JetBlue does Social                   Measurement• Track and level set• Set and challenge goals• Integrate into operat...
Which Represents the JetBlue     “Voice of the Customer”?          Solicited Surveys                                    Un...
“Listen” across many channels                     20K flights /mo.                  Social        40K tweets /mo.         ...
Robust Analytics                   Statistical analysis = what                   Text analysis = why                      ...
Actionable Insights for All Drives Prioritization      Drives   Accountability   Drives Behavior                          ...
Voice of the Customer – C-Level to Front-line                                                25
JetBlue Social MediaMorgan JohnstonCorporate Communications@MHJohnstonfb.me/morganjohnston
Morgan Johnston, JetBlue Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum
Morgan Johnston, JetBlue Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum
Morgan Johnston, JetBlue Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum
Morgan Johnston, JetBlue Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum
Morgan Johnston, JetBlue Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum
Morgan Johnston, JetBlue Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum
Morgan Johnston, JetBlue Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum
Morgan Johnston, JetBlue Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum
Morgan Johnston, JetBlue Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum
Morgan Johnston, JetBlue Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum
Upcoming SlideShare
Loading in...5
×

Morgan Johnston, JetBlue Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum

1,344

Published on

Morgan Johnston, Manager Corporate Communications and Social Media Strategist, JetBlue Airways

www.bdionline.com

Published in: Business, Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,344
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Morgan Johnston, JetBlue Presentation - BDI 4/19/12 The Social Customer Service Leadership Forum

  1. 1. JetBlue Social MediaMorgan JohnstonCorporate Communications@MHJohnstonfb.me/morganjohnston
  2. 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. 3. Build the relationshipOnly then do you earn the right monetize
  4. 4. How JetBlue does Social Tactical • Monitor • Engage • Inform • Humanize
  5. 5. Monitor Where’s the place of greatest potential?
  6. 6. Information Booth Customer Service
  7. 7. Great customer service isabout doing what is right and fair for all customers
  8. 8. Deliver a sustainable message:“This is what we ALL deserve.”
  9. 9. Customer Service: Sharewhat every customer should be able to expect BAD PR: Share what only “popular” customers get
  10. 10. How JetBlue does Social Measurement• Track and level set• Set and challenge goals• Integrate into operations
  11. 11. Which Represents the JetBlue “Voice of the Customer”? Solicited Surveys Unsolicited Emails Social Media They all do! 19Source: June 2010 comparison of NPS surveys, Speakup emails, Twitter traffic about JetBlue
  12. 12. “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 feedback50K resp /mo. NPS Surveys VoC Call Center 700K calls/mo 20
  13. 13. Robust Analytics Statistical analysis = what Text analysis = why 21
  14. 14. Actionable Insights for All Drives Prioritization Drives Accountability Drives Behavior 24
  15. 15. Voice of the Customer – C-Level to Front-line 25
  16. 16. JetBlue Social MediaMorgan JohnstonCorporate Communications@MHJohnstonfb.me/morganjohnston

×