Jet Blue

CASE: M-336 DATE: 06/10/2010 AMPLIFYING PERCEPTIONS: HOW JETBLUE USES twitter TO DRIVE date AND SATISFACTION THE GOAL 1 JetBlue created its outgrowth Twitter account in May 2007 (twitter.com/JetBlue). The come with’s goal was to target its patronize flyers, the loyal TrueBlue users. What was surprising, however, was the rapid progress the company made from zip fastener Twitter followers to more followers than the White House, JetBlue’s targeted benchmark, could claim (August 2009). 2 BUILDING A RELATIONSHIP WITH TWITTER Realizing the power of Twitter, JetBlue created a cross-departmental working group from food marketing, corporate communications, and customer commitment to focus on Twitter. JetBlue’s first tweets were marketing-driven. Though, from the company’s institutionalize of view, people have become more accepting of gross revenue and promotional activities on Twitter, at that point JetBlue’s followers were turned off by the appraisal of using Twitter as a vehicle for sales or promotions. Instead, Morgan Johnston, corporate communications manager, explained, JetBlue had to “earn the right to market to the community. You earn that right through engagement.” Thus, the company concentrated on developing a relationship with its customers and potential customers as the first step towards engaging them.



JetBlue also got a big ascension when Twitter made JetBlue a suggested feed in February 2009. Anyone who sign-language(a) up for Twitter during that time was prompted with information on 1 2 altered from an interview with David Clark, chief people officer at JetBlue. By April 2010, JetBlue had 1.6 million followers and the White House had 1.7 million followers. Sara Gaviser Leslie, David Hoyt and David Rogier, and professor Jennifer Aaker prepared this case as the basis for class treatment rather than to illustrate either effective or unproductive handling of an administrative situation. Copyright © 2010 by the Board of Trustees of the Leland Stanford next-to-last University. All rights reserved. To order copies... If you want to get a just essay, order it on our website: Ordercustompaper.com



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