CIO Today

CIO Today Network Sites:   Top Tech News  |   CIO Today   |   Mobile Tech Today   |   Data Storage Today
Daily Briefing for Technology's Top Decision-Makers
Wednesday, April 23rd 
Real-time info services with Neustar
This ad will display for the next 20 seconds. Please click for more information, or scroll down to pass the ad, or Close Ad.
Trending Topics:   Security Heartbleed Big Data Cloud Computing Windows XP Data Centers OS X Mavericks
Home
Enterprise Software
Enterprise Hardware
Big Data
Network Security
Cloud Computing
CRM Systems
Data Storage
Operating Systems
Communications
CIO Issues
Mobile Tech
Chips & Processors
World Wide Web
Business Briefing
After Hours
Press Releases
 
Free Newsletters
Top CIO News
 
Mobile Tech Today
 

Business Briefing

JetBlue's ROI Soars on Social Marketing

JetBlue
July 22, 2013 1:50PM

Bookmark and Share
"JetBlue relies on the trust that they engender with their customers, so social media is very important. Simply think about what harm can come from disgruntled customers who have had one too many delays through Chicago on JetBlue. It just takes one negative tweet to influence potential or current customers," said Current Analysis' Brad Shimmin.

Neustar, Inc. (NYSE: NSR) is a trusted, neutral provider of real-time information and analysis to the Internet, telecommunications, information services, financial services, retail, media and advertising sectors. Neustar applies its advanced, secure technologies in location, identification, and evaluation to help its customers promote and protect their businesses. More information is available at www.neustar.biz.

There's plenty of talk about ROI in the social marketing realm but fewer actual results. With that reality in mind, JetBlue Airways is offering some metrics worth noting.

The airline is reporting a "social marketing transformation" that saw a 140 percent return on investment using the Salesforce marketing cloud, according to a case study report from Nucleus Research. JetBlue standardized its social marketing on Salesforce's Buddy Media, a social publishing application, to increase productivity. The results: reduced marketing costs and better visibility.

"JetBlue prides itself on reaching both business and recreational travelers in unique ways," said Sean Williams, analyst of consumer promotions at JetBlue. "By using Buddy Media for all of our social promotions, we've increased productivity and seen direct cost savings."

Creating Customer-Centric Products

JetBlue reports more efficient management of creative services as part of its success story. The airline said Buddy Media allows it to focus agency investment on more strategic activities and spend less on routine campaign development and execution fees. On the productivity front, Buddy Media makes it easier for the JetBlue team to track and analyze the successes and impacts of different promotions, as well as schedule execution times for various phases of a campaign, saving valuable time.

Meanwhile, Buddy Media analytics allow the JetBlue promotions team to understand the reach, volume and impact of a campaign, and how it aligns with demographic and psychographic profiles of the audience. And standardizing on Buddy Media drives brand consistency and the ability to activate campaigns based on the real-time nature of social media and specific events.

The Nucleus Research report pointed to one particular campaign JetBlue executed with Buddy Media -- the "Think Up" campaign. The company asked users to submit ideas for a new JetBlue iPad app on Facebook. The ideas submitted are now under review by the JetBlue team and will result in a customer-centric final product.

Just One Negative Tweet

Brad Shimmin, a principal analyst at Current Analysis, is not surprised by the success. He reminds us that Buddy Media was a market success in the social space before Salesforce acquired the company -- and aligns well with its objective.

"Social marketing is more than important -- it's an imperative," Shimmin said. "Any company that has any sort of constituency cannot ignore social media. Companies must take steps to both monitor and preserve their brand as it's represented on social media and seek ways to maximize the value that can be derived from social media."

Shimmin called social marketing invaluable as a disintermediator that allows customers to literally feel as though they are directly in touch with their favorite brands.

"JetBlue relies so much on the trust that they engender with their customers, so social media is very important," Shimmin said. "Simply think about what harm can come from disgruntled customers who have had one too many delays though Chicago on JetBlue. It just takes one negative tweet to influence potential or current customers."

Tell Us What You Think
Comment:

Name:



 Business Briefing
1. AT&T in $500M Net Video Partnership
2. High Court To Hear Aereo Dispute
3. Aereo CEO Speaks Out on Future
4. Uber Meets Local Lookalikes in Asia
5. Otherworldly Ambitions of Elon Musk




 Most Popular Articles
1. BlackBerry Drops T-Mobile After Nasty Spat
2. Cisco, IBM Launch Internet of Things Consortium
3. Salesforce CRM Gets Industry Specific for Internet of Customers
4. Intel Bets on Cloudera for Big Data Analytics
5. SAP HANA Data Warehouse App Gets Faster Analytics

Have an informed opinion on this story?
Send a Letter to the Editor.
We want to know what you think.
Send us your Feedback.

 Related Topics  Latest News & Special Reports

  Hortonworks, Concurrent To Partner
  Microsoft, BMC Targeting VMware
  AT&T in $500M Net Video Partnership
  Verizon Report Exposes Cyberthreats
  Samsung: $2.2B Too Much for Apple

 Technology Marketplace
Business Intelligence
Get real-time, cloud-based information services with Neustar.
 
Cloud Computing
Next Generation Data Center Is Here! Vblock™ Systems from VCE
 
Contact Centers
HP delivers the future of the contact center with HP Qfiniti 10.
 
Data Storage
Next Generation Data Center Is Here! Vblock™ Systems from VCE
Barium Ferrite (BaFe) is the future of tape.
2.5" Enterprise-class SATA & SAS SSDs for server & storage applications
 
Enterprise Hardware
Barium Ferrite (BaFe) is the future of tape.
2.5" Enterprise-class SATA & SAS SSDs for server & storage applications
 
Hardware
Protect your network with APC Smart-UPS battery backup
 
Network Security
Protect your network with APC Smart-UPS battery backup
 

Network Security Spotlight
Verizon Data Breach Report Exposes Top Threats
Beyond Heartbleed, there are cyberthreats vying to take down enterprise networks, corrupt smartphones, and wreak havoc on businesses. Verizon is exposing these threats in a new report.
 
Where Do Web Sites Stand, Post-Heartbleed?
A security firm says the vast majority of Web sites have patched themselves to protect against the Heartbleed bug, but now there are questions raised on the reliability of open-source programs.
 
White House Updating Online Privacy Policy
A new Obama administration privacy policy explains how the government will gather the user data of online visitors to WhiteHouse.gov, mobile apps and social media sites, saying much is in the public domain.
 
Navigation
CIO Today
Home/Top News | Enterprise Software | Enterprise Hardware | Big Data | Network Security | Cloud Computing | CRM Systems
Data Storage | Operating Systems | Communications | CIO Issues | Mobile Tech | Chips & Processors | World Wide Web
Business Briefing | After Hours | Press Releases
Also visit these Enterprise Technology Sites
Top Tech News | CIO Today | Mobile Tech Today | Data Storage Today

Services:
FreeNewsFeed | Free Newsletters | XML/RSS Feed

About CIO Today Network | How To Contact Us | Article Reprints | Services for PR Pros (In partnership with NewsFactor) | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 CIO Today. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.