JetBlue Case Study
Jiahao Yang
http://cb.hbsp.harvard.edu/cbmp/access/63241325
JetBlue makes itself social through human-centered marketing including humorous YouTube videos, an organizational structure designed for innovation, targeting customer interaction using social media, and authenticity and transparency.
Jetblue develop its voice through the channel of youtube. It’s a channel which jetblue convey its ideas and identification concepts to customers through. It’s also a way to prompt two-way communication between jetblue and customers. Jetblue had come up with many successful human-centered marketing campaigns. It understand its boundaries, identify itself as cheap alirline that offers fun and equal air trips. In all the marketing campaigns, it maintain the image of a fun and innovative company. Its videos belong to the humourous type, which is the type of image the brand is trying to build in consumers’ mind. Innovation is also an important part. This may come from inside the company like every staff who come up with good ideas or outside the company, customers who use the products or services themselves and find out improvements from their user perspective. As for the company, innovation should always be encouraged because the failing cost nowadays is increasingly low.
Social media can support branding strategy in many ways. On the outside, it serves as the spokesperson of the brand. People get to know the brand from what its social medias send out. So it’s important that the account manager demonstrate the corporate culture properly through social media. Followers of the social media are also a very useful resource. Their feedback and comments are great reference to improve customer service of the brand. Analyzing follower’s data can help identified their group and find out what to do with this particular group of target customers. Smart companies can also use them as promotion tools, using marketing tactics to encourage them to share the brand to their friends on social media to promote word of mouth.
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