social fresh east 2013: morgan johnston
TRANSCRIPT
#CultureMatters
Morgan Johnston JetBlue Airways
Inspire Humanity
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
Build the relationship
Only then do you earn the right monetize
How JetBlue does Social
• Monitor
• Engage
• Inform
• Humanize
Listen!
Net Promoter Score
Pos
itive
NP
S
Neg
ativ
e N
PS
US Airways -12%United -10%
American -2%
Southwest 59%
JetBlue 60%
Trader Joes 82%
Amazon 70%
AirTran 16%
Delta 2%
Apple 72%
Continental 7%
USAA 89%
Airlines 0%
Source: Satmetrix 2011 NPS Benchmarks
NPS
“Listen” across many channels
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VoC
NPS Surveys
Email Feedback
Operational data
Social Media
Analytics
Web feedback
Call Center
50K emails /mo.
20K flights /mo.
50K resp /mo.
40K tweets /mo.
1-2M hits/day
700K calls/mo
Actionable Insights for All
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Drives Prioritization
Drives Accountability
Drives Behavior
Voice of the Customer – C-Level to Front-line
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#CultureMatters
Culture in Action
Where’s the place of greatest potential?
Encourage Initiative & Innovation
Do the Right Thing
1.7 million media
impressions
+
=
Inspire Greatness in Others
Questions?
Morgan Johnston@MHJohnston