Social Media Monitoring # 1: JetBlue Airways

SOCIAL MEDIA MONITORING # 1:  

   

         


          Round trip from Boston to Los Angeles during spring break. Both flights were great. Flight was about 6 hours and snacks given out free, as well as drinks. TVs were nice. Flights was well priced, seats were comfortable and I had plenty of legroom.', That is my personal comment for JetBlue flights after spring break's flight experience. Just as Dave Barger, the CEO of JetBlue Airways, said in the video from Youtube that "Treat others, as you want to be treated yourself", "bring humanity back to air travel" is always JetBlue's mission. 

Introduction & Background

       Founded in 1999, JetBlue Airways is located in New York CIty's Jonh. F Kennedy Airport. At early time, it aimed at providing low cost airline service to 56 destinations in 6 countries. David Neeleman, the founder of JetBlue, announced his plan to launch a new airline that would bring "humanity back to air travel". Despite the fact that 87 new-airline corporations failed over the previous 20 years, JetBlue was growing aggressively even when the U.S. airline industry facing challenges following the terrorist attacks of Sep. 2001. Based on what I have searched on line, JetBlue has built a really awesome word of mouth. For example: 

            The airline industry leader known for innovation;

            Emphasizing customer service and satisfaction; 

            Early social media adapter (with 1,6 million Twitter followers);

            Standing out in the digital space.

Marketing Strategy

          JetBlue had made significant progress in establishing a strong brand by seeking to be identified as a safe, reliable, low-fare airline that was highly focused on customer service and by providing an enjoyable flying experience. The main promotion strategies are: 
A: 'Bill me Later'  

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        It is the effortless way to pay without using our credit card.  Simply select Bill Me Later at checkout, answer two simple questions and accept the terms. It’s that easy. There is no separate application process.  Then we can just choose JetBlue's flexible terms to pay in full or over time. It is a good way 

B. ShopBlue

          JetBlue has its own brand not only limited in airways, but also has its differ products (clothes) under the brand name. The right picture is a list of products in its shopBlue web.

C 'True Blue' program                         

         The 'True Blue' program is a revenue-based program. Members now earn points based on the amount of money spent on flights. 100 Points = One Free Round-trip Flight (Short, Medium and Long flight each from 2 to 6 points). Members get double points for booking online.

D 'BluePass'

       JetBlue Airways introduced BluePass,a three-month, unlimited travel option for business customers on flights to select markets from Boston Logan International Airport or Long Beach Airport between August 22 and November 22, 2011.

Twitter 

        JetBlue has nearly 1.6 million Twitter followers. JetBlue is admitted as a success in using Twitter as a social media tool to promote its products. Especially when it came time to its 10th anniversary in 2009, JetBlue gave away 1,000 tickets on Twitter. Free giveaways is definitely a social media crutch. However, as far as I am concerned, flying 1,00 people round-trip comes at a cost, and it is not clear how many new business flights could cover this cost and charge other customers more money in the long-term. 

Blogs

        Blogs concerning JetBlue can be mainly decided into the following categories: customers' response to its customer service, JetBlue's marketing promotion like Facebook, Twitter, the TrueBlue rewards program. The highly talking topic is JetBlue's Twitter marketing. The following is a latest blog trend for JetBlue from Jan 22 to Mar 18.

           From this tread chart, we can see two peaks: one on Feb. 14, another one on Mar. 12. The reason why blogs citation increase dramatically in the two days is because of Valentine's Day promotion, together with big deals on Mar. 12. 

             
               Comparing at Google insights from Feb 5 to Mar. 18, the interests on Valentine's day and Mar. 12  were similarly on its peak. Moreover, March 9 drew our attention a little bit, because Elton John Concert was held at Bank Atlantic Center that day.

Topics, Tones, Strength, Sentiment, Passion, Reach at SocialMention

           After observing JetBlue Airways on SocialMention for a few days within a month, I found a general trends about JetBlue Airways.

Strength, is the likelihood that JetBlue is being discuss in social media. The 1% strength undoubtedly shows  that JetBlue has been discussed quiet little in the social media. Generally speaking, the keywords mentioned JetBlue itself are more than airways, airlines as well as flights.
Sentiment, is the ratio of mentions that are generally positive to those that are generally negative. We can see from this chart: the general perceived tone are either positive or neutral, while the negative reviews were extremely rare. 
      A sample of positive feedbacks:

     A sample of negative feedbacks:

Passion, is the likelihood that consumers would talk about your brand repeatedly and continuously. The passion data shows 35% indicating JetBlue's good reputation in social media.
Reach, is to measure the range of influence. 24% reaching influence reflecting JetBlue has certain reaching influence on its consumers. What JetBlue has to focus is still making efforts to expand its brand recognition as well as connections with customers.
Conclusion
           All in all, in my first monitoring blog, I focus on the following four parts: brief introduction about JetBlue, the successful marketing strategies JetBlue adopts, social medias JetBlue uses to promote its product, as well as a detailed tracking about customers' attitudes and feedbacks about JetBlue. However, JetBlue has its own negative parts that should pay much attention to. Later on, the second monitoring would cover about these parts.