JetBlue’s “All you can jet” Word of Mouth Campaign <ul><li>JetBlue knows that September is notoriously slow month for pass...
JetBlue’s “All you can Jet” Word of Mouth Campaign Bryan Baldwin  Manager Corporate Communications  “ Twitter really drove...
Scenarios calling for Real-time Search Relevancy JetBlue’s “All you can Jet” Word of Mouth Campaign In the 24 hours after ...
JetBlue’s “All you can  Fly ” Word of Mouth Campaign In the 24 hours after JetBlue’s first Tweet on Wednesday, clicks to t...
Michael Jackson Cardiac Arrest  <ul><li>Different levels of journalism have different risks, and have varying degrees of “...
Introduction   Proposed Research   Future Research What makes this research different <ul><li>A current acceleration of us...
Information Interface and Presentation Introduction   Proposed Research   Future Research <ul><li>A wealth of information ...
Social / Traditional Media data correlations goes Real-time <ul><li>One challenging aspect of social media is understandin...
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Social and Traditional Media Listening Platform

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  • “ death panels”
  • “ death panels”
  • Social and Traditional Media Listening Platform

    1. 1. JetBlue’s “All you can jet” Word of Mouth Campaign <ul><li>JetBlue knows that September is notoriously slow month for passengers, so to fill the predicted empty seats, they came up with the All-You-Can-Jet Pass. This offer would allow unlimited flying on the JetBlue network for about $599 for the first month after Labor Day. </li></ul><ul><li>This was a pure word-of-mouth marketing campaign, initiated by a single Tweet, and without any traditional advertising (newspapers, magazine, or TV ads) of any kind. </li></ul><ul><li>According to an article in USAToday, JetBlue’s single tweet about the promotion propelled the campaign to go viral. </li></ul>Introduction Proposed Research Future Research Scenarios calling for Real-time Search Relevancy Original tweet
    2. 2. JetBlue’s “All you can Jet” Word of Mouth Campaign Bryan Baldwin Manager Corporate Communications “ Twitter really drove this in so many ways. Within minutes [of the Tweet], we could see the response start to trickle in…We were just watching the hits come in on Twitter. They were coming in by the dozens. It really got its jumpstart in the social media world.” In the 24 hours after JetBlue’s first Tweet on Wednesday, clicks to the airline’s online route-map spiked a whopping 861% by Thursday evening — presumably coming from would-be customers seeing where they might be able to fly if they bought a $599 flight pass. Su 9 M 10 Tu 11 W 12 Th 13 F 14 S 15 Route map website spiked 861% Su 16 M 17 Tu 18 W 21 S 22 JetBlue sells out of passes 36 hours before deadline Introduction Proposed Research Future Research 1 st Tweet 231 Re-Tweets Scenarios calling for Real-time Search Relevancy
    3. 3. Scenarios calling for Real-time Search Relevancy JetBlue’s “All you can Jet” Word of Mouth Campaign In the 24 hours after JetBlue’s first Tweet on Wednesday, clicks to the airline’s online route-map spiked a whopping 861% by Thursday evening — presumably coming from would-be customers seeing where they might be able to fly if they bought a $599 flight pass. Introduction Proposed Research Future Research WOM / Social Media campaign being amplified by TV
    4. 4. JetBlue’s “All you can Fly ” Word of Mouth Campaign In the 24 hours after JetBlue’s first Tweet on Wednesday, clicks to the airline’s online route-map spiked a whopping 861% by Thursday evening — presumably coming from would-be customers seeing where they might be able to fly if they bought a $599 flight pass. Introduction Proposed Research Future Research Scenarios calling for Real-time Search Relevancy Not only did TV amplify the WOM / Social Media campgain, they also changed it’s name (probably by error), and you can see Tweets after this date using the TV name… “All you can fly”
    5. 5. Michael Jackson Cardiac Arrest <ul><li>Different levels of journalism have different risks, and have varying degrees of “information quality control” therefore report at different times </li></ul><ul><li>Quality of Information Disputed Wikipedia article changed and reverted 268 times with page “owners” saying &quot;This is not yet verified,&quot; &quot;He's not dead,&quot; &quot;Premature edits,&quot; and &quot;ONCE AGAIN, HE IS NOT DEAD, JUST STOP.&quot; </li></ul>Introduction Proposed Research Future Research Scenarios calling for Real-time Search Relevancy ~2:00pm 2:06pm 2:28pm <ul><li>Not surprising. Users are offered more invalidated information these days. Search engines should maximize their users’ preferences. </li></ul>
    6. 6. Introduction Proposed Research Future Research What makes this research different <ul><li>A current acceleration of user generated content </li></ul><ul><li>I capture traditional and social media as real-time information (TV, news, social networks, blogs, forums) and use them to determine validity scores to nodes of information. </li></ul><ul><li>Unsupervised learning based on correlations between media and historical trends </li></ul><ul><li>Measuring the velocity of information </li></ul><ul><li>I take advantage of all the temporal, validity, and sentiment information available to provide better search results, cumulative trending data, and thus improve the user experience of information retrieval </li></ul>
    7. 7. Information Interface and Presentation Introduction Proposed Research Future Research <ul><li>A wealth of information creates a poverty of attention. How do you demonstrate correlations of real-time information across different media sources? </li></ul><ul><li>User’s current HCI expectations of search results are of static pages . How do you interrupt a user’s search results to update them of real-time changes to results? </li></ul><ul><li>How does the user determine information quality on such a wide variety of sources (Twitter, TV, blogs, forums, etc.) </li></ul><ul><li>A principal of sound UX is user freedom and flexibility . Should a user be able to adjust my relevancy ranking and listening platform based on how valuable time is to their information needs? </li></ul>
    8. 8. Social / Traditional Media data correlations goes Real-time <ul><li>One challenging aspect of social media is understanding how it flows between traditional and social realms. </li></ul><ul><li>Media correlations and the necessity to follow stories as they pass between traditional and social media is becoming more difficult due to information overload. </li></ul><ul><li>The speed of communications today creates the possibility of reporting on events in real time. Due to the nature of breaking news, it is very difficult to capture and analyze this material. </li></ul>Introduction Proposed Research Future Research My Contributions to Future Research

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