#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

13

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

15

Drives Prioritization

Drives Accountability

Drives Behavior

Voice of the Customer – C-Level to Front-line

16

#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