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.