The Globe and Mail

Go to the Globe and Mail homepage

Jump to main navigationJump to main content

Press release from PR Newswire Announces JetBlue Transforms Social Marketing with Salesforce Marketing Cloud, Realizes 140 Percent Return on Investment

Tuesday, July 09, 2013 Announces JetBlue Transforms Social Marketing with Salesforce Marketing Cloud, Realizes 140 Percent Return on Investment

08:25 EDT Tuesday, July 09, 2013

JetBlue leverages Salesforce Buddy Media to connect with customers in entirely new ways through Facebook marketing campaigns

NEW YORK, July 9, 2013 /PRNewswire/ -- (NYSE: CRM), the world's #1 CRM platform (, today announced that JetBlue (Nasdaq: JBLU), the customer focused airline, transformed its social marketing with Salesforce Marketing Cloud and has realized a 140 percent return on investment*. JetBlue standardized its social marketing on Salesforce Buddy Media, the #1 social publishing application within the Salesforce Marketing Cloud to increase productivity with a streamlined and flexible way to create and execute social campaigns.


JetBlue reduced marketing costs and gained better visibility into the relative success of various social marketing campaigns, according to a new ROI case study report published by Nucleus Research.

Comments on the News

  • "Customer companies like JetBlue are connecting with their customers in entirely new ways and thriving as a result," said Michael Lazerow, CMO of Salesforce Marketing Cloud, "The JetBlue team is made up of some of the savviest marketers in the world. What' they've been able to accomplish by combining their deep understanding of social marketing and Salesforce Buddy Media is only the beginning."
  • "JetBlue prides itself on reaching both business and recreational travelers in unique ways," said Sean Williams, analyst, consumer promotions, JetBlue Airways. "By using Buddy Media for all of our social promotions, we've increased productivity and seen direct cost savings."

Using Salesforce Buddy Media, JetBlue reports the following benefits:

  • More efficient management of creative services. Buddy Media allows JetBlue to focus agency investment on more strategic activities and spend less on routine campaign development and execution fees.
  • Increased productivity. Buddy Media makes it easier for the team to track and analyze the relative success and impact of different promotions, as well as schedule execution times for various phases of a campaign, saving valuable time.
  • Greater visibility. Buddy Media analytics allow the JetBlue promotions team to quickly understand the reach, volume and impact of a campaign, and how it aligns with demographic and psychographic profiles of the audience.
  • Better execution. Standardizing on Buddy Media for social marketing campaigns enables JetBlue to retain brand consistency while quickly activating campaigns based on the real-time nature of social media and specific events.

JetBlue embraces the customer revolution and illustrates how brands can connect with customers, employees and partners in entirely new ways. One particular campaign JetBlue executed with Buddy Media was the "Think Up" campaign. The company asked users to submit ideas for a new JetBlue iPad app on Facebook. The ideas submitted are now under review by the JetBlue team and will result in a final product that is truly customer centric.

Salesforce Marketing Cloud: Publish With Buddy Media

Together, Radian6, Buddy Media and form the Marketing Cloud, the #1 social marketing solution for transforming how customer companies market in the social and mobile era. Buddy Media is a Facebook Preferred Marketing Developer product, a Certified Twitter Product for Engagement and a Google+ Engagement Solutions partner.

With Buddy Media, marketers can: 

  • Manage communications on the leading social networks ? including Facebook, Twitter, Google+, YouTube, and LinkedIn ? through one central interface.
  • Utilize a single asset library to store frequently-used content such as images, videos, and sapplets, or host related files that can be accessed across an organization
  • Deliver unique experiences for fans on social profiles with more than 50 social canvasses ("sapplets")
  • Understand how social media drives traffic, purchases and other conversions that impacts the bottom line

Additional Information

  • Download a full copy of the Salesforce Buddy Media JetBlue ROI Case Study here:
  • View a video on how JetBlue connects with customers on social media at:
  • Like, Salesforce Marketing Cloud and JetBlue on Facebook:,,  
  • Follow @marketingcloud, @jetblue and @salesforce on Twitter

*The return on investment (ROI) percentage based on a case study conducted by Nucleus Research and sponsored by

About Nucleus ResearchNucleus Research is a global provider of investigative, case-based technology research and advisory services that provide real-world insight into maximizing technology value. For more information, visit or follow us on Twitter @NucleusResearch.- See more at:

About is the world's largest provider of customer relationship management (CRM) software. For more information about (NYSE: CRM), visit:

Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase applications should make their purchase decisions based upon features that are currently available. has headquarters in San Francisco, with offices in Europe and Asia, and trades on the New York Stock Exchange under the ticker symbol "CRM." For more information please visit, or call 1-800-NO-SOFTWARE


For further information: Joe Ciarallo,, 212-634-6969,

  • The Globe and Mail Newspaper

    Newspaper delivered to your doorstep. subscribe

  • Globe Unlimited

    Digital all access pass across devices. subscribe

  • The Globe and Mail App

    The New Globe and Mail App for iPhone®, iPad® and Apple Watch download

  • Globe2Go

    The digital replica of our newspaper. subscribe

  • Globe eBooks

    A collection of articles by the Globe. subscribe

See all Globe Products

Advertise with us

Your number one partner for reaching Canada's Influential Achievers. learn more

The Globe at your Workplace
Our Company
Secure Service
Customer Service
Advertising Privacy
Globe Recognition
Mobile Apps
Other Sections