TWTRCON NY 10 JetBlue Case Study | Marty St. George


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Social Media, with Emphasis on the Social

Don’t let the buzzwords fool you: Using the skills you learned today as a tool to build your brand.

Presented by Marty St. George, Senior Vice President Marketing and Commercial Strategy, Jet Blue Airways

at TWTRCON NY 10 | June 14, 2010

Published in: Business, Technology
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TWTRCON NY 10 JetBlue Case Study | Marty St. George

  1. 1.<br />
  2. 2. Thank You to Our Sponsors<br />ANCHOR SPONSORS<br />PLATINUM SPONSORS<br />RESEARCH SPONSOR<br />RECEPTION SPONSOR<br />GOLD SPONSORS<br />SILVER SPONSORS<br />Please visit our sponsors and exhibitors during the breaks!<br />
  3. 3. Closing Keynote:Social Media, with Emphasis on the Social<br />Marty St. George, Senior Vice President Marketing and Commercial Strategy, JetBlue Airways | @martysg<br />
  4. 4. Think Social, not Media<br />Marty St. George<br />@martysg<br />SVP-Marketing and Commercial Strategy<br />
  5. 5. American Customer Satisfaction Index 2008<br />HealthInsurers<br />Cars/Trucks<br />IRS<br />USPS<br />Airlines<br />
  6. 6. <br /><br /><br /><br /><br /><br /><br /><br /><br /><br />Jetting = Differentiation in a Commoditized Land <br />Personal Service<br />Great<br />experience<br />No-Frills<br />Functional Service <br />
  7. 7. Where We Jet<br />
  8. 8. How did we learn to love Social Media?<br />
  9. 9. February 14, 2007<br />
  10. 10. Social Media = No Middle Man <br />
  11. 11. What we learned<br /><ul><li> Customers want to hear the explanation
  12. 12. Customers can sense authenticity
  13. 13. Interaction and transparency build engagement</li></li></ul><li>
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  18. 18. None of this is social media.<br />
  19. 19. Social media is the conversation.<br />
  20. 20. Build the relationshipOnly then do you earn the right to monetize<br />
  21. 21. How you form the relationship<br /><ul><li>Monitoring
  22. 22. Engaging
  23. 23. Informing
  24. 24. Humanizing</li></li></ul><li>Monitoring<br />
  25. 25. Resolved within 18 hours. <br />
  26. 26. Engaging<br />
  27. 27. Informing<br />
  28. 28. Humanizing<br />
  29. 29. CaseStudies<br />
  30. 30.
  31. 31. “All You Can Jet”<br />All You Can Jet<br />
  32. 32. You can’t make this stuff up!<br />
  33. 33. Revenue is actually a small part of the story….<br /><ul><li>700% increase on views to route map
  34. 34. Millions in publicity value
  35. 35. 232.5 million people reached
  36. 36. BRAND PASSION</li></li></ul><li>Twitter Street Team<br />
  37. 37.
  38. 38. OFFICIAL RULES<br />NO PURCHASE NECESSARY. Deadline to enter is June 14, 2010 at 6:00pm ET as determined by JetBlue Airways (“Sponsor”)’s computer. <br />Eligibility: Employees of TWTRCON’s sponsors and affiliates, JetBlue and members of their immediate families (i.e., spouse, parent, child, or sibling) are not eligible. Void where prohibited. <br />Prizes (2): A travel certificate redeemable for a roundtrip flight between any cities in the JetBlue route network valid for 1 year. All travel must be booked and flown within the valid dates shown on the certificate.  Redeemed travel is subject to availability and seats may not be available on all flights.  Certain blackout dates may apply and travel may be capacity controlled.  Schedules are subject to change without notice. The certificate is transferable; however, at no time may it be purchased, sold, bartered, or otherwise exchanged for value without prior written consent from JetBlue.  The certificate cannot be sold or traded on auction websites.  Passengers are subject and entitled to all provisions of JetBlue’s Contract of Carriage except denied boarding and Bill of Rights compensation. JetBlue’s Contract of Carriage is posted on the JetBlue website at  Redeemed travel is not eligible for TrueBlue points.  Fees, taxes, surcharges and/or service charges are the responsibility of the passenger.  Redemption of the certificate at a JetBlue airport ticket counter or online is not allowed.  Loss of authorization number and PIN cannot be replaced.  The certificate may be redeemed only for travel on JetBlue-operated flights.  Not available for use on any partner airlines or in connection with JetBlue Getaways Vacation Packages or Cruises. Use of the certificate is subject to additional terms and conditions and other restrictions may apply. Approximate Retail Value: $298. Odds of winning depend on number of entries. <br />Prize Restrictions: Winners are solely responsible for any costs or expenses relating to prize that are not expressly included in prize description, including taxes, fees, meals, beverages, tips, souvenirs, parking and transportation. <br />To Play:   To play, you will need to a Twitter account prior to participating. Using your Twitter account, post a Tweet that includes the message on the following slide. Subject to verification of eligibility, the first entrant to elicit the correct answer from one of their Twitter “followers” and that follower each will win a Prize. Uses of automated devices are not valid for entry. Sponsor is not responsible for failed, delayed, misdirected, corrupted, or garbled transmissions or errors of any kind or for entries that are not submitted by the stated deadline for any reason. If selected as a potential winner, you will have to send your name, address, telephone number, and other information to Sponsor by DM in order to receive your prize after being notified.<br />ID Disputes: In the event of a dispute as to the identity or eligibility of a winner based on a Twitter account, the winning entry will be deemed made by the adult assigned to the Twitter account, as of the date of entry.<br />Winner Notification: Winners must be following the JetBlue Twitter account (@jetblue) and will be notified via direct message and may be required to provide Sponsor with valid photo ID. If a potential winner is disqualified, not eligible, cannot be contacted using information from entry or does not accept prize, that prize will not be awarded.<br />Miscellaneous: Sponsor shall be entitled to interpret all rules as needed and its decisions are final. Sponsor reserves the right to cancel, terminate or suspend this Game should any non-authorized intervention or other causes beyond its control impair the security, fairness, or operation of this Game. Sponsor may correct typographical, clerical or printing errors in any Game materials. Sponsor may disqualify any person who Sponsor believes has violated these rules. No more than the stated number of prizes will be awarded. In the event that more than the stated number of prizes are available or claimed for any reason, Sponsor will award only the stated number of prizes by a random drawing from all legitimate, un-awarded, eligible prize claims.<br />Consent To Use of Information: By accepting a prize, winners consent to the use of their names, photographs, likenesses, biographical information and voices in this and future promotions and publicity (including on Sponsor’s web page) without further compensation, except where prohibited.<br />Disclaimer of Liability: Entrants agree that Sponsor and a range of related persons and entities are released <br />from any and all liability related to this Game including the receipt or use of any prize. <br />
  39. 39. Win a Free Ticket for you and a Follower!<br />Tweet your followers this question – first follower who replies to you with the answer will win a free JetBlue ticket for themselves and for you:<br />“Quick! Name one of the two @JetBlue planes named after real people instead of a “blue” theme? #JetBlueTrivia”<br />(If they don’t use the tag, they can’t win!)<br />
  40. 40. Follow us:<br />Twitter:<br /> @JetBlue<br /> @JetBluecheeps<br />Facebook:<br />Blog:<br />
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