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Amplifying Perceptions: How JetBlue Uses Twitter to Drive Engagement and Satisfaction

Amplifying Perceptions: How JetBlue Uses Twitter to Drive Engagement and Satisfaction. BUS 550 The Contemporary Firm Celeste Martin. Company History JetBlue chose Twitter vs. Facebook All You Can Jet (AYCJ) pass Social Media Conclusion. Agenda.

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Amplifying Perceptions: How JetBlue Uses Twitter to Drive Engagement and Satisfaction

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  1. Amplifying Perceptions: How JetBlue Uses Twitter to Drive Engagement and Satisfaction BUS 550 The Contemporary Firm Celeste Martin

  2. Company History • JetBlue chose Twitter vs. Facebook • All You Can Jet (AYCJ) pass • Social Media • Conclusion Agenda

  3. 1999-Founder David Neelemanand first airline to have TV at every seat • 2004-Online check-in • 2005-Partnership with American Express • 2007-Davis Barger is named president & CEO, Launched Twitter and offer complementary inflight email & instant messaging Company History

  4. 2008-TrueBlue points, JD Power & Associates award, flights and vacation packages auctioned on EBay • 2009-Promise Program and All You Can Jet pass (AYCJ) • 2010-You Above all Company History continued

  5. Frequent flyers and TrueBlue users • Marketing • Mobile-friendly • Engagement • Customer Service • Content Creation easier Twitter vs. Facebook

  6. JetBlue Cheeps • AYCJ • Advertising Free • Sold out 48 hours early • 700% increase for website • Flyers connected on Twitter • Impact All You Can Jet

  7. Demographics • Reach • Features and Usability • Self Promotion • Advertisement • Information sharing • Customer service Social Media

  8. Increased users • Transparency • Twitter highlighted JetBlue’s extraordinary Customer Service • AYCJ is back • Social Media for business Conclusion

  9. How many years did JetBlue run the AYCJ pass? • 10 years • 5 years • 3 years Who founded JetBlue? • Davis Barger • David Neeleman • Minder Chen How much was the AYCJ pass? • $699.00 • $599.00 • $899.00 Questions

  10. http://www.jetblue.com/about/ourcompany/history.aspx • Aaker, J. L; Leslie, S; Hoyt, D; Rogier, D. (2010). Amplifying Perceptions: How JetBlue Uses Twitter to Drive Engagement and Satisfaction https://gsbapps.stanford.edu/cases/detail1.asp?Document_ID=3396 • Twitter vs. Facebook for Marketing http://www.articlemarketingco.com/2012/05/twitter-vs-facebook-for-marketing/ • Mershon, P. (2011).http://www.socialmediaexaminer.com/26-promising-social-media-stats-for-small-businesses/ • DeBono, J. (2012). http://socialmediatoday.com/james-debono/480927/13-reasons-why-using-social-media-business-non-negotiable References

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