1. Jet Blue Social Media Marketing Analysis
Jilly Ballantyne
Nikki McGrath
Stephanie Reilly
Stacey Harland
Jackie Menzies
Eden Taylor

2. Jet Blue’s history American Airline Founded in August 1998
Commenced flights in February 2000
Key focus on;
JFK (New York)
Fort Lauderdale-Hollywood International Airport
Logan International Airport (Boston)
Long Beach Airport
Luis Munoz Marin International Airport (San Juan, Puerto Rico)
Orlando International Airport

3. Jet Blue as a Social Media “brand”
Active on several Social Media platforms;
Their own blog
Facebook
YouTube
Twitter
Instagram

4. Jet Blue’s Social Media Metrics

5. #FlyingItForward campaign
Dates back to 2012 on Google Trends
Formally known as #FlyItForward
Strategy changed over time along with the name change
Based on the idea of paying it forward for coffee etc, or just doing little acts of kindness
Began with Tameka who arrived in New York on the 20th September 2014 from Chicago after receiving her free flight
Was able to attend the NYC United Nations Meetings
She then picked a winner and the winner picked the next recipient and so on…

6. The idea behind and terms of this idea
Campaign which focuses on “Social Good”
Relied heavily on the idea of “Inspiring Humanity”
Began with Jet Blue staff searching the web for those in need and moved on to social media nominations using the hashtag
Open to legal residents over 18 in the 50 US States, the District of Columbia, Puerto Rico, Colombia, Dominican Republic, Haiti and Jamaica
Entry via JetBlue.com, Twitter and Facebook
Hashtags #Contest and #FlyingItForward required

7. Campaign Ethos
Ethos, Pathos, Logos can be summarised in “Social media for social good”
About the people rather than the company
The message of the campaign; “a journey with no end in sight”
Overall ethos is an emotional message to promote social good
In line with the same ideas as the “kindness chain” that Starbucks launched

8. Grand Prize Winner Determination
Each entry will be judged on the criteria's, out of a possible 100 points
Originality – (0-50 points)
Human Interest – (O-25 points)
Inspirational Value – (0-25 points)
Three finalists are then judged by the prior Flying it Forward winner
In the event of a tie, the entries will be re-judged by an agent of the sponsor

9. #FlyingitForward Branding

10. Successfulness of campaign
Original “Fly It Forward” before rebrand gained 31k views on YouTube (3 years ago)
Initial rebrand video of the First Stories gained 1.1m views of YouTube (2 years ago)
Campaign was pushed, meaning they paid for content but people seemed to not respond as expected eg not too many people liked, shared or reposted content
Videos are the main collateral content
YouTube channel is the main source yet collateral content sucks
Original #FlyItFoward has been re-appropriated by a women’s only pilots association

11. How to rebrand “#FlyingItForward”
In 2016, people from 79 countries participated in International Pay it Forward Day
28th April 2017
Ideal time to rebrand
Focus on keywords and less clutter
Better communication between company and customers
Begin by removing dead space from YouTube and make this a bigger focus
Campaign nominated for Shorty Award so potential to hone in on YouTube creators

12. We contacted them to find out what was going on…

13. Where to focus the “rebrand”
Launch in countries where the terms and conditions allow eg US, Colombia
Google trends backs this up
Focus on Asia due to high spending power after this
Thereafter Europe, Australia etc
Focus on the Spanish aspect, as the collateral is in both English and Spanish
Great cause due to Spanish being 2nd most spoken language in US

14. Refocus of Social Media
As part of rebranding and relaunch a focus on the social media associated with the campaign is key
How can we use this to further the campaign?
Use points system to get 10 finalists
Ask finalists and public to get like/sharing/retweeting or #ing for the favourites
Five with the most social media impact by the end of a set time are given to previous winner to chose next recipient
This means that the Social Media spread should far exceed previous years

15. Social Media Example

16. Google Keywords Focus less on terms such as “Inspiring Humanity”
“Pay it Forward” is far more successful than “Flying it Forward”
The idea of “storytelling” is a huge google keyword, second highest result
Focus on “giving back”, “global good” and “social good”
The campaign is a free flight so should be branded this way as a charitable exercise rather than winning a contest