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Social Media Monitoring Project Final

All Nippon Airways Boeing 787

Problem

Last Week (March 19, 2012)

Last Month (February 26, 2012)

                                        

First of all, when you compare to last month on Social Mention, passion, reach, sentiment are decreasing. Even though strength has been staying the same number, I think the awareness of ANA Boeing 787 has declined. Its top keyword was "dreamliner" last month, but it's no longer in the ranking anymore.

Second, when you look at a graph from trend.icerocket.com, you can see that it keeps going down. Also, compete.com shows that the visitors of ana.co.jp are also decreasing. Before Boeing 787 was launched in October 2011, the awareness and passion were relatively higher. 

Next, ANA does not have "Boeing 787" account with Twitter. I think it is the biggest problem for ANA to maintain their awareness. Twitter is one of the most influential communication tools in the world. Despite the fact that ANA has been working on Boeing 787 as a big project, they do not even have a Twitter and talking and listening to people at all. 

ana.co.jp (Boeing 787 featured website)

Finally, a website of "ANA Boeing 787"(English ver.) has not been updated since September 24, 2011. There is no surprise that the visitors of ana.co.jp have dropped since last September (a graph from Compete.com).

Goal

Since the number of visitors and enthusiasm for ANA Boeing 787 have declined, I would set a goal of raising awareness and keeping engaging with people. Updating constantly is one of the crucial keys to engage with people through social media. 

Recommendation 

1. Creating a Twitter account for Boeing 787

   Since ANA has not launched their Boeing 787 account with Twitter yet, I would recommend them to get one for it as soon as possible. Twitter lets us update audience 

2. Keeping talking with people on website

   Even though ANA has a great website for Boeing 787, they have not updated it for a while. ANA should keep informing us about new flights and campaigns on the website.

Summary

Over all, ANA has been doing okay for Japanese company when it comes to social media. I do not think most of Japanese companies can tap into the groundswell in many ways. Actually, ANA has already launched to energize and embrace their customers with a several websites. One of the websites is voice787.com.

Unfortunately, you can only check in Japanese. Yes, I think they should start English version as soon as possible. This is one of my suggestions as well. You can just post on Twitter or facebook what you feel about Boeing 787. For example, some people already tweeted like "I am about to board B787 for the first time!" or, "It was so comfortable because I couldn't hear noise from airplane that much." So you can share your thoughts and experiences through this website. Even though ANA does not have a Twitter account for B787, they are embracing their customers on the website instead. So far, 2230 voices have been posted.

Of course, you can post in English. But all the instruction and description would be in Japanese. They should start its global version so that ANA can spread their flight with Boeing 787 all over the world.

As I already mentioned above, the target audience would be basically people who travel a lot for business. The age range would be 25-60 years old. ANA will/ has begun services between Japan and San Jose, Seattle, and Hong Kong. They are big cities but more famous for business such as IT. People who work a lot might not have time to check all the information from ana.co.jp. Thus, I would strongly to recommend creating an account with Twitter for Boeing 787 because it is easy to check and update constantly.  

Mid Term Monitoring Report

All Nippon Airways Boeing 787

I picked up ANA(All Nippon Airways) as my target client, and especially as the target product, I will monitor Boeing 787 Dreamliner which is a new type of airplanes from Boeing Co. Actually, ANA collaborated with Boeing to work on B787 together. This is the first project which a commercial airline involved in planning and designing airplane. Also, ANA is the first airline that launched B787 in the world. I thought it is going to be interesting to monitor how ANA is tapping into the groundswell.

Then How ANA Tapping into Groundswell?

ANA has launched their own communication tools such as facebook, Twitter, Ustream, YouTube, and a website already. 

Facebook

-ANA.Japan(567,661 liked, 57,624 talking about this), 

-All Nippon Airways Global(169,685 liked, 7,394 talking about this), 

-ANA Hong Kong(5,135 liked, 331 talking about this)

On facebook fan pages, there is "Boeing 787 Special Channel" and ANA are promoting Boeing 787  with newsfeed, videos, and some more information. 

Twitter

ANA has some twitter accounts such as "ANA flight info"(English and Japanese ver.), and @FlyANA_USA(6,260 followed). However, ANA does not have an account for "Boeing 787."

YouTube 

ANAGlobalCH

ANA has own channel and 13 videos are available. 

ANA787 TV commercial English version_2011/10/13.(Development edition)

Ustream

We were able to watch the maiden flight live on Ustream.

Website

ANA Boeing 787

On the website, we can jump onto other social media such as YouTube, Ustream, and facebook. Also, we can get to know more details about their interior, services, history, and so on. 

How ANA Give Us Impact?

According to compete.com, ANA increased the number of their viewers in July and September, 2011. In July, they announced that they would operate their first revenue flight of the Boeing 787 Dreamliner as a charter flight from Tokyo, Narita to Hong Kong. Also, their YouTube channerl, "ANAGlobalCH"was launched. In September, ANA had a serious incident because of an operation mistake by a pilot. Because of those reasons, I assume that people visited ana.co.jp and got more the details on their website and it increased their viewers.

In terms of trend, it seems like they need to work on more. Average of "ana boeing 787" was approximately 0.006 and the number is even decreasing. 

On socialmention.com, I looked into how "ANA Boeing 787" is mentioned in the world. In last month, ANA was mentioned, but it turned out that Boeing 787 has some design flaw which was solved immediately. However, the sentiment was positive: 17 neutral: 148 negative: 6. I was surprised that negative was only 6 even though ANA had some trouble at that time. And passion was 30% and reach was only 12%. Despite the fact ANA has own website, facebook, and YouTube account in English, they did not reach that much.

Last Month(Feb 20, 2012)

Target Audience 


I assumed that target audience of ANA will be 25-60 years old business people who fly all over Japan and the world. Especially, ANA has a lot of fans because their service is notably excellent. They always is ranked in Top 10 in terms of service. Those target audience are sensitive about the news because people choose ANA are concerned more about comfort and safety than price. Thus, ANA must be careful about news release and need to tell audience what is going on when some trouble happened otherwise ANA would have a bad reputation in a minute.

The Groundswell Reading Reflection Ch.11-14

Attaining Groundswell Thinking (Groundswell Ch.14 p.279)


Essence of the groundswell thinking

1. The groundswell is person-to-person activity.

    As a person, you need to be ready to talk and connect to your customers. For example, blogging, connecting in communities, and "friending" are personal activities.

   "Develop empathy for the people, and you unlock their secret."

2. Be a good listener

The successful point in the groundswell is listening not just to customers but to others in your company, and to people who have built applications at other companies.









3. Be patient

   Technology is still developing and moving fast, so it takes a while to get everyone into the same level. Eventually, they will take that first step to begin the first journey.









4. Be opportunistic

   Starting small is really important. To seek places to build applications that make progress on connecting with customers in a small way lead and help you to seek opportunities to expand that success.



5. Be flexible

   The groundswell always surprises people because events happen that you don't expect at all.

   "Groundswell thinking means constantly adjusting to and learning from these events."

6. Be collaborative

   You will need supports from people who think the same way as you, so that you will break the precedent with them and their idea will help you accomplish your goals.　

7. Be humble

   Even though it is a social media, you will deal with people and it's people's groundswell. Connecting people is not easy and requires you to have a big power. However, you need to consider how to face with people. Being humble is the best way to engage with people in the groundswell. Trying to be a part of it.



Still, a lot of companies has not started the groundswell yet because their executives are now willing to spend much money on social media to communicate with people. However, some are actually trying to transfer their communication style to digital which means social media. Here is the link about how much the companies are transferring their style of engage with people.

PR News: Digital Media Radically Transforming Marcom Process

In the groundswell, it has been telling us how important to engage people as a person. That sounds like it tells us how to be a good person. Thus, as long as being a "human"when you talk to people through social media, your engagement will be succeeded and the groundswell will be tapped into your customer well.

Grab What You Like On Your Pinterest!

Hmm...what is Pinterest?

Have you ever heard of Pinterest? Pinterest is new social media tool and gaining so many users these days. Pinterest has already 10.4 million registered users all over the world. According to pinterest.com, "Pinterest is a virtual pinboard, Pinterest allows you to organize and share all the beautiful things you find on the web. You can browse pinboards created by other people to discover new things and get inspiration and get inspiration from people who share your interest. "

Also, according to RJMetrics,  Pinterest is retaining and engaging users as much as two to three times as efficiently as Twitter was at a similar time in history.

So basically, Pinterest is like flicker, or tumblr. For example, we can decorate fashion coordinates, or make a plan for wedding ceremony. 

"Pin It!"


Pinterest has a"Pin It" button, and you can drag or add it to the bookmark bar. It lets you collect an image from the website you are browsing and add it to one of your pinboard on Pinterest.




You can check the tutorial on YouTube. (Chrome ver.)

You can also check other browsers version, IE, Safari, and such.

Also, you can check the website on PC and your iPhone. According to Pinterest.com, we can browse pins from people and pinboards you follow. And it lets you repin, like and comment on your favorite pins. Also, you can pin with your camera and add a location so other pins can visit.

Who is Pinterest's user?

According to Ragan.com and Ignite,　97% of Pinterest users are women and especially, age 25-34 are the biggest demographic of that. Meanwhile, the majority of Pinterest is male, and the ratio is 55(male) to 45(female) in the UK.

Some companies already created an account and are trying to engage to Pinterest users. According to PR Daily, top corporate companies are Real Simple (34,517 followers), HGTV (17,824 followers), Nordstrom (9,886 followers), West Elm (11,547 followers), ModCloth (11,813 followers), Whole Foods (14,217 followers), Better Homes and Gardens (15,127 followers), Kate Spade (16,371 followers), Etsy (53,784 followers).

As you can see, the possibility of the groundswell is stronger everyday. Pinterest would be the next powerful social media even though many people tend to avoid and hesitate to be on another social media such as Google+. So let's see how Pinterest can influence people in terms of marketing. I tried to make an account for myself a week ago, but I received an email from Pinterest and it said  I am on the waiting list. I am not sure what that means but I assume that the number of users are increasing and they didn't have enough "space" to accept new users. Now it looks everyone can register and make an account with Pinterest. To my surprise, 26 of my facebook friends already on Pinterest. Now you can see how Pinterest is growing actually.

I used to collect many pictures from fashion magazines and make a scrapbook when I was in high school. Now we can do that easily on the internet and share with people all over the world. 

If you (used to) like creating scrapbooks or subscribe magazines, go check out Pinterest.

Main resource: Ragan's PR Daily

Groundswell Reading Reflection Ch. 7-10

Tapping with the groundswell Twitter






Twitter is one of the most powerful groundswell social media. It lets us listen, talk, energize, support, and embrace customers effectively. If you know how to use Twitter very well, your brand will reach to many people promptly.



Then how should we do with Twitter?

First of all, you should have a clear objective before you make an account with Twitter. Like groundswell have been telling us that we always need to know our objectives, otherwise it would end up with failing.


1. Lock up your handle


   You need to handle Twitter by yourself. Don't let another people pretend your company. You can set up a verified account on Twitter so that people can figure out if it is a real account or not.



2. Listen first


   Before you start tweeting, you should know what people are talking about your brand/ product.



3. Be ready to support people

  Your follower would be anticipating for your support. Especially, angry customers need your help. So have a technical group and be supportive for your customers.




4. Follow others


   Follow your followers. It gives you more opportunity to receive the customers voices from "direct message." Also, it might get followers excited like "Subway follows me!"





5. Be ready for a crisis


   If some accidents happen, you need to post to follow up them for your followers. They are expecting you to inform them, so you have to be responsible. Make a plan for a crisis, and also be able to link to official statements.











6. Respond, retweet, and link


   Reacting to tweets from followers. Response to what follower talk about your products, retweet if they tweet something interesting, and links to your website or videos. But avoid posting the same response because we can review all the tweets from the tweet-stream.
   


7. Staff it


    Be prepare people for Twitter as a job. As groundswell says,

"Twitter needs to be somebody's job." 

No matter they are marketers, PR practitioners, or other support people, they need to work for twitter as a job.



8. Check with legal and regulatory staff

   Groundswell says,

"Twitter is public speech."

You have to be care full if your posts would be inappropriate or not.



9. Having gathered a following, don't waste it!

   Once you have many followers for your temporary twitter account (ex. seasonal events, or products), you should lead all of them to other accounts (if you have a main account for your company/products). You might have already built their interests in your products. Do not waste them!!




This is actually one of the great examples of "Follow others."

Twitter Official Page of Chubu Int'l Airport
(Again, sorry this is written in Japanese. )

One of the Japanese airports, Chubu Int' Airport (@Centrairairport), follows all of their followers.  They actually talk and listen to them and give followers advises about shops, and restaurants in the airport when they ask (tweet) Centrair account like "what can we eat for lunch at the airport?" and then, Centrair answers the question like "we have a seafood restaurant, sushi place, and noodle booth." So they actually communicate with followers. Also, they often keep us updated about traffic and train information, so that people can make plans for a time to leave.


This is the only company that follows me on Twitter even though I followed more than a hundred companies. I realized that not many companies followed back  their follow back. So they might just  watch on Twitter and be trying to know what people talk about on Twitter.



As I already mentioned above, Twitter is the most simplest and influential social media. If you use Twitter well, you can talk, listen, energize, support, and embrace them easily. Let's try and practice on your private Twitter account. If you can satisfy your own followers, you will be able to engage to your customers.

3.11 and Social Media

On March 11, 2011. I will never ever forget what happened in Japan. A huge earthquake hit Japan and especially northeast area got damaged. At that time, tsunami washed away literary everything. Also, tsunami hit nuke plants in Fukushima, and it destroyed the plants which have caused tremendous problems.  

Social media has dedicated to Japan after the earthquake. It has helped us to get information which Japanese government, TEPCO, or even main media do not. Without social media, we might have not even known any situations of nuke plants in Fukushima.

Since Japanese government has been hiding the facts and main media have not covered the situation in Fukushima area which nuke plants are located, it is been hard for us to get the right information. The reasons are stupid, and complicated because of the money, power, and relationships among the government, TEPCO, and main media. So, instead of them which they have a huge responsibility to tell us all the fact, social media became clear its position that it is one of the tools to get the information of the reality.

Blogging is one of the popular social media in Japan. As I already mentioned on previous post, we have some blog SNS and one of them, “ameba blog” has more than 230 millions viewers per a month. So blogging is one of the influential tools in Japan. After the disaster, many free journalists and activists headed to Fukushima because no main media had covered the real situation around the area at that time. (Even now, it is rare to see those media report that.) Those journalists put the pictures and videos they took and share what they saw in the town around the nuke plants in Fukushima. One of the activists, Ken Noguchi also shared us on his blog. The pictures he put on his blog were that I did not want to believe that it is still happening in my country, Japan. If you really want to know what is going on and you are ready to look the pictures, please visit his blog. Although the content is written in Japanese, you can still check his pictures.

Also, Twitter is one of the most useful social media for us because it let us inform people if we are safe or where we are. Since it was very hard to use phones after the earthquake, people just posted on twitter to let their family or friends know about their situations.

What if social media did not exist? It must have been tough to get to know the situation of nuke plants area. The disaster proved that social media became a big tool to get information instead of TV or newspapers. Here is an interesting statistic about social media. We can see how the number of people on social media increased dramatically after the earthquake. 

月(month), 単位（unit: K）, April, 2010-March, 2011

You may think that Japan is not safe enough to visit yet. It’s hard to response to the feelings because I don’t even know the actual radiation level right now and doubt the information from government, TEPCO. How can foreign people believe information from Japanese government even many Japanese people cannot trust it? That’s why the number of foreign visitors is decreasing. But, most of the parts in Japan were not affected so I want you to visit Japan someday in the near future. Here is a really great video from ANA(All Nippon Airways). They just released an advertised video of Japan. Please check and come to Japan!!