1. #CultureMatters
Morgan Johnston JetBlue Airways

4. Inspire Humanity

5. 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

6. Build the relationship
Only then do you earn the
right monetize

7. How JetBlue does Social
• Monitor
• Engage
• Inform
• Humanize

10. Listen!

11. Net Promoter Score

12. 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

13. “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 feedback
50K resp /mo. NPS
Surveys VoC Call
Center
700K calls/mo
13

15. Actionable Insights for All
Drives
Prioritization
Drives
Accountability
Drives Behavior
15

16. Voice of the Customer – C-Level to Front-line
16

17. #CultureMatters

19. Culture in Action

20. Where’s the place
of greatest
potential?

23. Encourage
Initiative & Innovation

26. Do the Right Thing
1.7 million
= media
impressions
+

27. Inspire Greatness in Others

28. Questions?
Morgan Johnston
@MHJohnston