As I was flipping through the inflight magazine on my recent All Nippon Airways (ANA) Brand Ambassador trip to Okinawa, Japan, it was a pleasant surprise to see the below article:
I’ll translate it further below, but for the sake of this conversation, let’s just say that ANA is very clear as to what content you can expect to receive should you Like the All Nippon Airways Facebook Page.
Instead of simply saying, “Please Like our Facebook Page,” I always tell my clients that they need to give a reason as to why present and potential customers should Like their Page – on top of the need to create a truly “Likeable Page” as part of a unique Facebook experience. The heart of this will ultimately come down to what content you decide to share with your fans to engage with them. While a social media strategy would include a content strategy, Facebook challenges most organizations because of its playful environment as well as the need to engage to “defeat” Edgerank.
What do I post on Facebook if I am a soap company? What if I want to sell chips for people on the go? Reusable shopping bags? Famous brand fashion bags? These are some of the questions that past clients have asked me, and unfortunately there is no one one-size-fits-all cookie cutter approach. Social media marketing is part art and part science, so if you are not beginning with a clear content strategy and then not experimenting, you’ll never know what content will be “engaging” for your unique fan base.
Let’s get back to ANA’s content strategy for their Facebook Fans. Note that this is for their Japanese Fan Page targeting Fans in Japan or overseas Japanese. There are many things that ANA could be posting about, but they should be applauded not only for being clear in informing potential fans what their publishing objectives are, but also for the clarity of their Facebook content strategy.
For further background about their Facebook content strategy, I had a chance to interview the Marketing Communications team who is in charge of their social media. They actually saw Facebook as an extremely low-cost way of sharing stories about their brand that they couldn’t do elsewhere in order to keep mindshare with their fans. Whether it’s a ground staff crew dressed in a Santa Claus costume that you will only see should you fly around Christmas (and have a window seat!) or the salt that is commonly used to keep airplanes from slipping on winter runways that is given to high school students flying ANA to take their college preparatory tests (for good luck so that they don’t “slip” on their tests), posting photos and stories on Facebook seemed like a natural outlet for them to tell stories about their brand.
Moving back to ANA’s Facebook content strategy, according to the advertisement in their inflight magazine, here is how they describe their Facebook presence:
Objective: ANA’s Facebook Page is to showcase rarely seen “behind the scenes” information about air travel, participatory events, etc. – information related to the keywords “安心、温か、明るく元気！”, which translates to “peace of mind/a sense of security,” “(human) warmth,” and “bright and cheerful!”
Below in bold are three categories of content that All Nippon Airways publish on their Facebook page:
Start Your Week with ANA Staff Smiles! – Every week we introduce one ANA staff member – and their smile – to help you get your week off to nice start! (Note: After meeting with ANA’s marketing communications team, I realized that they not only publish a staff member’s smile every Monday morning but also close the week with a picture of one of the destinations they serve every Friday afternoon.
Introducing ANA’s Airplanes – This includes older aircraft as well as those memorable “branded” aircraft, like the Pokemon 747 I had a chance to glimpse at the Naha, Okinawa airport pictured below.
We Will Show You Behind the Scenes of ANA! – Images of our maintenance crew working on our aircraft, our pilots, and even rarely scene images of our Cabin Attendants in action. Please enjoy a world that is rarely scene by most!
Seeing the number of fans that ANA has amassed (close to one million) combined with the engagement you see below, it appears that ANA’s Facebook content strategy has been successful.
If I was to ask your brand, would you also be able to provide me a concise mission as well as clear content strategy for any given social media channel as All Nippon Airways has?