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.