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.