Social Fresh EAST 2013: Morgan Johnston

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Social Fresh EAST 2013: Morgan Johnston

  1. 1. #CultureMattersMorgan Johnston JetBlue Airways
  2. 2. Inspire Humanity
  3. 3. 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
  4. 4. Build the relationshipOnly then do you earn the right monetize
  5. 5. How JetBlue does Social • Monitor • Engage • Inform • Humanize
  6. 6. Listen!
  7. 7. Net Promoter Score
  8. 8. USAA 89%NPS Trader Joes 82% Apple 72% Amazon 70% JetBlue 60% Positive NPS Southwest 59% AirTran 16% Continental 7% Delta 2% Airlines 0% Negative American -2% NPS United -10% US Airways -12% Source: Satmetrix 2011 NPS Benchmarks
  9. 9. “Listen” across many channels 20K flights /mo. Operational Social 40K tweets /mo. data Media Analytics 50K emails /mo. Email Web 1-2M hits/day Feedback feedback50K resp /mo. NPS Surveys VoC Call Center 700K calls/mo 13
  10. 10. Actionable Insights for All Drives Prioritization Drives Accountability Drives Behavior 15
  11. 11. Voice of the Customer – C-Level to Front-line 16
  12. 12. #CultureMatters
  13. 13. Culture in Action
  14. 14. Where’s the place of greatest potential?
  15. 15. EncourageInitiative & Innovation
  16. 16. Do the Right Thing 1.7 million = media impressions +
  17. 17. Inspire Greatness in Others
  18. 18. Questions? Morgan Johnston @MHJohnston
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