JetBlue executives realized that many of their travelers were experiencing numerous problems with the airlines and most of the time it stemmed from a lack of communication. Busy commuters did not have time to stop and read detailed information when they were rushing to catch a flight at the airport or lost at a baggage terminal, so Twitter seemed to be worth a closer look. This campaign focused on answering consumer questions in a laid back, friendly format…which was very different from the standard press releases that the company was used to.
Customer service agents answered customer questions in real time
Answers were conversational and designed to connect on a personal level
Several formats were tried as the JetBlue Twitter account gained followers
JetBlue quickly realized that while standard company memos received almost no response at all, consumers were easily captivated with real time interactions from friendly staff members. Since their Twitter account had almost no followers at the launch of the campaign, it was relatively easy to try several different messaging formats until the right combination was found. The company considers this campaign a massive success in connecting with consumers on a personal level and they have plans to expand the program. You can read more about this case study here.
The Arizona Office of Tourism was spending a significant amount of money on traditional forms of advertising and they were seeking a cost-effective alternative to reaching interested parties. They decided to implement a marketing strategy on Facebook that would get visitors excited about the state of Arizona.
Promotion utilized popular keyphrases to maximize exposure
Drawings were held for free vacation getaways
Keywords were based off Facebook users’ various interests
The Arizona Office of Tourism saw an average of eight times more clicks to their website than what traditional advertising campaigns delivered. Over one in four of those visitors requested additional information about vacationing in Arizona, which was a much higher conversion rate than they had ever experienced before. Since the promotion delivered such promising results, 89% of the advertising budget for the Arizona Office of Tourism is now spent through Facebook. To read the actual study, click here.
Heading back over to Jet Blue for a very simple case study that examines the strategic decisions companies make when they decide to hang their shingle in Twitterville. How many Twitter accounts should one brand have? Companies like RogersCommunications and WholeFoods have several, while others, like SouthWest Airlines, concentrate all their efforts in a single space.
So why did Jet Blue decide to diversify? According to Jet Blue’s Manager of Corporate Communications, Morgan Johnston, they understood that their Twitter followers could generally be divided into two groups: those who were interested in conversation, and those who only wanted information on seat sales. They decided to give customers in each segment what they wanted, eliminating what each would consider to be noise.
Case Studies Online bonus: To hear about how Jet Blue manages its Twitter account through CoTweets, check out this interview, filmed right around the time the second account was launched.
Okay, I applied for the job. So did everyone I know last year when Queensland, Australia conducted a highly visible marketing campaign aimed at increasing awareness of, and visits to, the region.
It was, essentially, a contest. But it was packaged as a job — for six months, the winning “applicant” would be flown first class to the Great Barrier Reef from anywhere in the world, where your only tasks would be to feed the dog, clean the pool from time to time, and blog about how amazing it is being there. All expenses paid. Oh, and a salary of USD$8,800 per month.
While traditional advertising and public relations supported the campaign, this was one that was won in social media.
Carnival Cruise Lines thinks it’s pioneered the use of social media to build customer loyalty and satisfaction. Its campaign included launching a blog, a Twitter stream, Flickr photostreams, and a web site offering a virtual interactive tour, an online community/ social network offering photo/ story sharing, scrapblogging, trip planning, event organizing. The target audience was travel agents and new as well as existing customers. The results — more than one million hits on the web site and more than 20,000 online bookings Case Study
British Airways worked with Web Liquid on a social media campaign to promote OpenSkies – a differentiated customer experience for air travel. A blog was launched to share the progress of OpenSkies and gather customer feedback well before it went live. The blog was a huge hit with the premium and business class travellers and helped spread the word to larger audiences. The blog was used to launch OpenSkies, recruit flight attendants and hosted videos for the awesome in-flight experience. 20 Influential bloggers were invited for inaugural flight. The results – substantial organic search traffic and community co-creation of brand and product Case Study
Tod Maffin, COO and Senior Strategist at tMedia Strategies, is a digital marketing strategist, specializing in social media, mobile marketing, and viral marketing. [keynote speeches | bio]
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Tod Maffin, COO and Senior Strategist at