JetBlue Case Study: Social Media, With Emphasis on the Social (Part 2 of 4)

Part 2: Marty St. George, Senior Vice President of Marketing & Commercial Strategy at JetBlue Airways, talks about the ‘social’ in social media, JetBlue’s Twitter accounts, and presents a case study with Jet Blue’s ‘I Can Jet’ program.  He focuses on the ‘social’ as a way to share information and to create a relationship between the brand and the consumer.  He breaks down a successful social media strategy into four parts:  monitor/listen to your community, engage customers, keep informed, and humanize your brand.

JetBlue created two Twitter accounts, each with a completely different aim.  The @JetBlue account listens to customers’ needs, staying focused on customer service and keeping customers informed about flight info.  @JetBlueCheeps exists solely to communicate sales, discounts, and offers to the customers who are interested.

Marty then presents a case study with the ‘I Can Jet’ program, which offered a specific amount of unlimited travel vouchers for one month for $599.  This offer marked a seminal moment for JetBlue: it was announced with a press release and one tweet, no marketing support, and customers created a hashtag and community around the offer the very morning it was released.  This promotion generated tons of excitement and sharing throughout Jet Blue’s customer base, and the brand team was ecstatic about its success.

This video was filmed at TWTRCON NY on June 14, 2010.