Posts Tagged ‘jetblue’

Is using Social Media an impediment to your Organization?

by Himanshu Jhamb on February 8, 2010

Au Contraire, it can lead to improved productivity and branding.

First and foremost, let’s get one thing clear about Social Media. It is not just a tool, or a tactic or even a strategy. It is simply a channel for having online conversations. Depending on if you know and intend to use it purposefully or not, it can increase productivity… or not. There are two kinds of stances organizations that do not believe in the power of Social Media take when it comes to using Facebook or Twitter, at work.

  1. Employees will be distracted. They’ll spend too much time on these sites and it will be an impediment to the actual work. So, they should not have access to these at work.
  2. Social Media is not useful at all. I don’t want to know when someone is going grocery shopping or cleaning his car.

The issue with the first stance is simply not about social media. It is about ethics. Just like you shouldn’t be browsing the internet for 7 hours a day in your 8 hour workday and you shouldn’t be chatting on the phone about your favorite football team with your buddy for the better part of your workday, you shouldn’t be using the different social media channels for extended periods of time. Blocking the websites wouldn’t do a lot of good if the people in your organization are looking to spend the majority of their working hours elsewhere. You might want to look at “Why are they distracted”? more than “What distracts them”?

The issue with the second stance is simply ignorance and a fixed way of thinking about social media. There are some Social Media Rockstars who have branded themselves impeccably using the various social media channels. It does not mean they have never got subjected to online conversations about grocery shopping from other folks. It simply means they have been participating and contributing to the social media space purposefully and with an open mind. They do not allow themselves to be led by popular opinion. They are in the department of changing the popular opinion… or even being a source of a new one! There is a reason why companies like CNN, BestBuy, Dell and JetBlue continue using Twitter and the reason is simply that were ready to experiment and they’ve found a way to make it work for whatever it is that they are after. Contrary to popular belief, these companies not only use Twitter as a channel to market their offers but also to have online conversations with their customers which, mind you, involves listening to the customer’s concerns and then engaging with them by taking action to best take care of them.

Regardless of your organization’s stance on Social Media, Social Media is here to stay. It’s not any different from any new practice or technology that is invented. About 30 years ago or so, with the advent of computers, we got a real taste of what machines can do from a small microchip. About 20 years ago or so, we got a taste of what connectivity means with the advent of the internet. Perhaps it’s time for organizations to give up their rigidity on Social Media and leap into this new decade with a sense of exploration and genuine intrigue to see what conversing online means with the advent of this dangerous opportunity (Social Media).

The New Socioeconomy

by Deepika Bajaj on August 21, 2009

Socioeconomy choice pic1Social media is not for the weak of heart. It requires a certain level of risk taking and willingness to experiment. The success of social media is based on contribution, connections and community. There is no one way to identify what tools within social media are relevant to your business objectives. This has not stopped companies and individuals to adapt to these tools and some have successfully harnessed the raw power of social media. No doubt, there are many people and companies who are still resisting this new social phenomenon. Like it OR not – this is here to stay.

I have spoken to many people in different organizations and some have shared with me their concerns of using social media.

Here are a few that I want to share with you all:

1. We can’t have a Youtube video. If the advertisement on RHS of the video is of adult content, it will dilute our brand.

2. We can’t open up Facebook to our employees since we are a Financial services company and have to protect client information.

3.  We really are interested but don’t know the best practices around what works and what doesn’t work.

These are all valid concerns. Just recently, an article in the wired blog mentioned that Military may ban Twitter, Facebook as security ‘Headaches’.

And yet there are other companies who have transcended to leverage social media in a compelling and effective manner. In my previous post, I committed to sharing some stories of companies who are using social media in a creative and innovative manner.

Here are a few stories:

  • How EMC used social media to recruit, re-brand and rebuild.
  • COOL factor: Held a series of highly effective recruiting fairs in Second Life, a 3D virtual world,  that showed EMC the undeniable power of social platforms for business.

    ROI: EMC’s employment brand operation has a zero spend budget. The number of followers on EMC Careers Twitter channel and Facebook are growing. There is a spike in the number of resumes per job opening. Therefore, ROI is positive.

  • JetBlue’s ” All You Can Jet” Promo shows Power and Peril of Free Media Channels.
  • COOL factor: A unique JetBlue promotion called, yes, “All You Can Jet” offering people a $599 ticket for unlimited travel between Sept. 8 through Oct. 8 to 57 cities where JetBlue flies. Main promotional components appear to have been a release over PR Newswire and a tweet sent out by JetBlue at around noon that day.

    ROI: Total PR buzz of the effort at 31 million search results and 10 million blog posts in seven hours.

    I believe that we live in a new world where we are all connected. We can  leverage these connections to create new possibilities. Truly, there has never been a time when things changed so dynamically. This does not mean that traditional media is dead. It is a great resource for mass distribution – like selling a book, launching a product or a career. The idea that your competitor has more connections and has the ability to hurt your business has driven companies to adapt social media. I believe it is the new Socioeconomy (study of the relationship between economic activity and social life) – a shift more profound than the launch of an automobile or the cell phone.

    DD-new-pic-headshot Contributed by Deepika Bajaj, President and Founder, Invincibelle, LLC. Invincibelle helps women who live and work in a multicultural world to accelerate their professional growth. You can follow Deepika on Twitter at invincibelle

    Listening to customers through Twitter

    by Robert Driscoll on July 2, 2009

    listen-To-Your-Customers-On-TwitterIn my previous post “How Brands Can Leverage The Power of Twitter, I discussed how companies can use Twitter to increase their companies sales. It is widely known that it costs companies more to find new customers than to keep their existing ones, yet too often they neglect their existing customers.

    While many companies use call centers to address customer complaints, many customers feel like their frustrations go unheard. Today, more companies are starting to embrace the power of Twitter to market their new offers as well as a means of keeping their customers informed of changes, updates and addressing their unique concerns. Twitter is becoming another conduit for customer service and an opportunity for these companies to build their brand with new and existing customers. Twitter is not a means to replace a companies call center, but rather to complement it. In a recent USA Today article, it stated that, “the popular communications technology has helped companies quickly and inexpensively respond to customer complaints, answer questions and tailor products and services,” while at the same time, “easing the load on call centers and expensive mailers that most customers abhor.”

    In the era of instantaneous communications, even email now is considered too slow. Companies like JetBlue and Starbucks are using Twitter (Click here to follow Jetblue on twitter and here to follow Starbucks on twitter) to update their customers instantly. JetBlue uses it to not only communicate their latest flight specials to their customers, but more importantly, informing them if their flight is delayed, in turn reducing customer frustrations. Starbucks uses it to get customer feedback on their services and to address customer complaints as well.

    While using Twitter to tweet the latest product releases is what companies primarily use it for, it is just as important they pay attention to what their customers are also saying about them. Companies such as Salesforce have built Twitter in to their online customer service portal called the Service Cloud. Their service not only allows their customers to post complaints but also to search for relevant tweets, track responses and list their own.

    Customers don’t want to be placed on hold when they call customer support. They want answers right away. Twitter is allowing companies to have these instantaneous conversations with their customers to not only help promote new products and services, but to handle and resolve complaints, in turn improving the company’s service to their customers.

    The questions to ask yourself are: Are you using the new tools of “today” (like Twitter) to effectively “listen” to your customers? Or Are you sitting on the sidelines waiting for a better tool or are you just “happy” with what you have? Are you sure your competitors are not using the new tools of “today”, while you are waiting? What if your customers are talking to the customers of your competitors (trust me, they are!) and hearing of the ‘instant’ support they are getting? How long do you think they will “Wait” before they switch?

    The answer is simple… listen to your customers through Twitter!