AIRBUS BRAND Topline of Airbus Brand OVERVIEW OF AIRBUS PROJECT
1 Spiral16 monitored online conversations about Airbus over a
60-day time period from December 7, 2011 to February 7, 2012 Online
research brought back 20,410 unique pages Spiral16s research
focused on the Airbus brand and the following aircrafts: A380 A350
A330 A320
Slide 2
AIRBUS BRAND Topline of Airbus Brand OVERVIEW OF AIRBUS PROJECT
2 Spiral16s research monitored the Airbus brand and the A380, A350,
A330 and A320 jetliners. The largest number of results and the
highest number of positive results came from the general Airbus
brand and the A330. There was also a high number of positive
results from the A380 data.
Slide 3
AIRBUS BRAND Airbus Brand - Highlights HIGHLIGHTS OF AIRBUS
BRAND MONITORING 3 Airbus A380 Cracks - Wing cracks in Airbus A380s
found by Singapore Airlines in late January resulted in a spike in
online activity for the Airbus brand. This story was widely covered
by the media. Norwegian Air Order for New Planes - Norwegian Air
placed order for new Airbus jetliners. The order for 222 airplanes
is the biggest ever placed by a European airline and this news was
widely covered in the international press.
Slide 4
AIRBUS BRAND Airbus Brand - Highlights HIGHLIGHTS OF AIRBUS
BRAND MONITORING 4 Press coverage about new orders for Airbus and
other positive news stories featuring the company resulted in
favorable conversations online. A few of the news stories covered
during the Spiral16 monitoring period: Philippines Carrier Cebu
Pacific to Begin New flights in 2012 Cebu to lease up to 8 Airbus
A330-300 aircraft to serve new markets. Airbus May Refine A330
Jetliner Virgin America Customized an Airbus A320 to Honor Steve
Jobs The words "Stay Hungry, Stay Foolish" were stenciled on the
nose of the A320 jetliner Multiple news stories about new Airbus
orders in 2012 that were shared on Twitter to increase overall
brand chatter about Airbus brand.
Slide 5
AIRBUS BRAND Airbus Brand - Highlights OFFICIAL AIRBUS BRAND
NOT INFLUENTIAL ONLINE 5 The Airbus website and other official
Airbus brand resources were not influential or loud online.
Conversations about Airbus are happening online but the official
brand is not the driver of these conversations. This trend was
consistent across all of the Airbus topics monitored. News and
Twitter are Influential for Airbus This is a favorable trend
because conversations about the brand are occurring online about
Airbus. Airbus Opportunity to Increase the Official Brand
Visibility There are steps Airbus can take to increase the brand
visibility online. These recommendations are outlined in the
conclusion of the report.
Slide 6
AIRBUS BRAND Airbus Brand Sentiment AIRBUS BRAND PERCEPTION
VERY POSITIVE 6 Favorable results about Airbus made up 75% of the
general brand conversations. This is extremely high given the
negative news coverage during the research period. Positive
conversations about Airbus, despite a wave of negative press
coverage, speaks to the prestige of the company and the brand in
the public perception. In addition, the negative conversations
about Airbus were low for the aircraft industry.
Slide 7
AIRBUS BRAND Airbus vs Boeing Brand Sentiment AIRBUS POSITIVE
CONVERSATIONS OUTWEIGH NEGATIVE 7 At the peak of the negative news
cycle for the A380 story, the overall activity online for the
Airbus brand was still more positive than negative. The chart below
that shows the ratio of positive to negative conversations about
Airbus, during the first days after the A380 news story broke.
Compare the Airbus positive activity to the negative Boeing brand
activity on the next slide.
Slide 8
AIRBUS BRAND Airbus vs Boeing Brand Sentiment COMPARE AIRBUS
BRAND SENTIMENT TO BOEING 8 In December 2011, news of the Boeing
Wichita layoffs broke. During the negative news cycle, online
conversations about Boeing were shown to be 98% negative. Compare
the negative activity surrounding Boeing in December 2011 with the
previous two slides about Airbus. Public perception of Boeing was
impacted far more by negative media coverage, when compared to
Airbus. Negative Boeing Activity During December 2011
Slide 9
AIRBUS BRAND Airbus Online Activity TWITTER AND NEWS LOCATION
OF GENERAL BRAND CONVERSATIONS 9 Twitter made up almost half of the
online results for Airbus. The Twitter conversations shared news as
well as opinions about the planes and pictures. News made up 29% of
the Airbus brand activity online with Twitter holding 42% of the
conversations about Airbus online. Video results brought back 422
unique web results. The number of video results is high for the
industry.
Slide 10
AIRBUS AIRBUS A380 Airbus A380 Topline HIGHLIGHTS OF AIRBUS
A380 MONITORING 10 Research Returned 5,878 Unique Web Pages About
Airbus A380 Despite News Story on A380 Wing Cracks, Only 14% of
Online Conversations Negative Results for Airbus A380 Were 56%
Positive Negative Sentiment Unusually Low in Light of A380 Wing
Crack Media Coverage
Slide 11
AIRBUS AIRBUS A380 Airbus A380 Topline POPULAR TOPICS
SURROUNDING AIRBUS A380 11 Airbus Will Deliver 30 A380 Superjumbos
in 2012 http://www.aviationbrief.com/?p=5217 Airbus A380 Wing
Cracks http://bit.ly/ySQ3am Philippines Inaugurated Airbus A380
Hangar http://bit.ly/yer6OC In addition to the three stories above,
there were a number of news articles and online social media
conversations about the success of Airbus and the A380 orders for
2011 and predictions on A380 orders for 2012.
Slide 12
AIRBUS AIRBUS A380 Airbus A380 Topline INFLUENTIAL RESULT ABOUT
A380 FROM DESIGN BLOG 12 Influential results on the web often come
from unexpected sources. For the Airbus A380, a blog focused on
design, The Fancy, created online conversations about the A380. The
Fancy posted a picture of the First Class cabin on the Qantas
Airbus A380. The blog is very popular and the bloggers post about
the A380 was shared on Twitter. The Fancy Blog Post About Qantas
Airbus A380 http://bit.ly/v0sehL
Slide 13
AIRBUS AIRBUS A380 A380 Wing Crack Story Impact NEGATIVE MEDIA
COVERAGE OF AIRBUS A380 WING CRACK 13 Despite significant press for
the A380 wing crack story, perception of the Airbus A380 remained
positive. The chart below compares the positive versus negative
conversations during the research period. Positive activity
outweighs negative for the A380.
Slide 14
AIRBUS AIRBUS A380 Airbus A380 Online Activity AIRBUS A380
ACTIVITY HEAVY ON TWITTER AND NEWS SITES 14 Twitter and news
contained the most activity surrounding the A380. Twitter and news
results made up 77% of all the online activity for Airbus A380.
Spiral16s research occurred during a time period that contained a
large volume of breaking news for this Airbus aircraft. A longer
period of monitoring would be needed to find out if the large
proportion of Twitter and News results are the norm.
Slide 15
AIRBUS AIRBUS A330 Airbus A330 Topline HIGHLIGHTS OF AIRBUS
A330 MONITORING 15 Airbus A330 Research Returned the Highest Number
of Positive Mentions for Airbus 2,843 total A few reasons for the
high ratio of conversations surrounding the Airbus A330 are due to
multiple news stories about new Airbus A330 orders in 2012, as well
as overall positive online conversations about the A330. Some of
the most popular topics are listed below: Manila's Cebu Air Leasing
A330-300s for Non-Asian routes
http://www.reuters.com/article/2012/01/31/uk-cebuair-idUSLNE80U01120120131
Airbus May Refine A330 Jetliner
http://www.reuters.com/article/2012/01/30/airbus-a-idUSL5E8CU3UL20120130
Hong Kong Airlines Takes Delivery of All Business Class Airbus
A330-200
http://www.travelweekly.co.uk/Articles/2012/01/30/39430/hong-kong-airlines-takes-new-aircraft-delivery.html
Airbus A330 data contained unique results compared to other Airbus
research. See next slide.
Slide 16
AIRBUS AIRBUS A330 Airbus A330 Topline AIRBUS A330 ACTIVITY
UNUSUAL 16 Airbus A330 results are very diverse and colorful,
compared to results about the other Airbus aircraft. Data returned
about the Airbus A330 contained a high volume of activity
surrounding a custom Hello Kitty jet. A330 data contained more
influential video results. It was not that there was a higher
number of video results for the Airbus A330--- but the results were
more visible for the brand. Hello Kitty Jet -EVA Airways Airbus
A330-300 customized with Hello Kitty icon generated positive
activity online.
http://www.airbus.com/presscentre/pressreleases/press-
release-detail/detail/eva-air-debuts-its-first-hello-kitty-
inspired-a330-300/
Slide 17
AIRBUS AIRBUS A330 Airbus A330 Sentiment AIRBUS A330 CONTAINS
MOST POSITIVE RESULTS 17 Airbus A330 data contained the most
positive results. Positive conversations made up 88% of the online
conversations. Only 9% of the Airbus A330 activity was negative and
neutral results made up only 4% of the Airbus A330 data. The level
of positive activity for the A330 is high for the industry and
these results were the highest for the Airbus brand.
Slide 18
AIRBUS AIRBUS A330 Airbus A330 Online Activity AIRBUS A330
CONTAINS MORE INDUSTRY BLOG CONVERSATIONS 18 Airbus A330 data stood
out from the other Airbus topics because there was a higher volume
of blog results for the A330. Online conversations about the A330
occurred more often in aircraft industry blogs and aircraft
forums---compared to the other Airbus topics. News and Twitter made
up an important piece of the online activity but locations of the
conversations were spread out more across different areas of the
Internet.
Slide 19
AIRBUS AIRBUS A320 Airbus A320 Topline HIGHLIGHTS OF AIRBUS
A320 RESULTS 19 Consistent Conversations About A320 The
conversations surrounding the Airbus A320 were consistent and the
level of activity was stable. Most of the conversations were
positive. Multiple topics featuring the A320 were found and a few
of the highlights included: Norwegian Air Order of 100 Airbus A320
Planes
http://finance.yahoo.com/news/summary-box-norwegian-airline-buys-165805879.html
Airbus Lawsuit Against Aviation Partners over the Blended Winglet
Technology http://bit.ly/z4fkKj Spirit Airlines orders 75 Airbus
A320 airliners
http://www.marketwatch.com/story/spirit-airlines-orders-75-airbus-a320-airliners-2012-02-01
Airbus Leads Over Boeing with Record Orders Due to A320neo
http://www.businessweek.com/news/2011-12-12/airbus-record-order-intake-for-2011-beats-boeing-on-a320neo.html
Slide 20
AIRBUS AIRBUS A320 Airbus A320 Topline AIRBUS A320 STEVE JOBS
& BOSTON RED SOX 20 Some of the most powerful mentions come
from unusual topics and this is true for the Airbus A320.
Significant data was returned for the A320 surrounding the
following topics: JetBlue Put a Boston Red Sox Banner on Airbus
A320 Jet
http://www.huffingtonpost.com/2012/02/13/jetblue-plane-sports-boston-red-sox-paint_n_1274398.html?ref=travel
Virgin Air Customized Plan to Honor Steve Jobs
http://www.aviationbrief.com/?p=5217
Slide 21
AIRBUS AIRBUS A320 Airbus A320 Sentiment AIRBUS A320 CONTAINS
MOSTLY POSITIVE RESULTS 21 Airbus A330 data contained mostly
positive results, 88% of the online conversations. Only 9% of the
Airbus A330 activity was negative and neutral results made up only
4%.
Slide 22
AIRBUS AIRBUS A320 Airbus A320 Online Activity AIRBUS A320
CONTAINS MORE INDUSTRY BLOG CONVERSATIONS 22 Airbus A320 data stood
out from the other Airbus topics because there was a higher volume
of blog results for the A320. Online conversations about the A320
occurred more often in aircraft industry blogs and aircraft
forums---compared to the other Airbus topics. News and Twitter made
up an important piece of the online activity as well.
Slide 23
AIRBUS AIRBUS A350 Airbus A350 Topline HIGHLIGHTS OF AIRBUS
A350 RESULTS 23 Airbus A350 Brought Back the Fewest Number of
Results The conversations about the A350 represented the lowest
volume of activity out of the five Airbus topics researched by
Spiral16. A350 conversations contained more serious news and
topics. Online activity for the A350 jet contained content about
trade sanctions, supply chain issues and on-going news about a
trade dispute. Airbus A350 Faces Supply Chain Challenge
http://www.supplychaindigital.com/procurement/airbus-a350-faces-supply-chain-challenge
Us Threatens Trade Sanctions
http://www.reuters.com/article/2011/12/09/us-usa-eu-airbus-idUSTRE7B822Y20111209
EU-US trade dispute over subsidies for Airbus and Boeing
http://www.reuters.com/article/2012/02/24/us-boeing-airbus-wto-idUSTRE81N1EJ20120224
Slide 24
AIRBUS AIRBUS A350 Airbus A350 Topline AIRBUS A350 RESULTS TIED
TO OTHER AIRBUS ACTIVITY 24 Conversations About Airbus A350 Tied to
Other Airbus Topics The conversations about the A350 were the
lowest volume out of the Spiral16 data and the lower number of
results for the A350 were tied to conversations about OTHER Airbus
jets or the Airbus brand. Concerns About Cracks on Wings of A380
Burst Bubble of Enthusiasm for A350 http://bit.ly/y1krKl Indian
Airline Reducing Orders Effects 380s But 350s Order Untouched
http://www.businessweek.com/news/2012-01-06/airbus-wins-order-for-a380s-from-hong-kong-airlines.html
Airbus A350 Activity Increase Next Week Appeal judges at the World
Trade Organization are expected to rule on the claims of unfair
support for Boeing next week. While Washington is edging towards
possible sanctions against the EU, A350 activity will increase
substantially in the next few days.
Slide 25
AIRBUS AIRBUS A350 Airbus A350 Sentiment A350 NEUTRAL ACTIVITY
DUE TO SERIOUS TOPICS NOT AIRBUS 25 Airbus A350 data contained a
high level of neutral results. Unlike the neutral data for the
A320, the neutral results for the Airbus A350 are related to the
serious nature of the topics surrounding the A350 conversations.
The A320 data reflected a lack of enthusiasm surrounding the
aircraft. The results for the A350 were not neutral due to the
Airbus brand but because conversations about subjects such as trade
sanctions and trade disputes are neutral.
Slide 26
AIRBUS AIRBUS A350 Airbus A350 Sentiment AIRBUS A350 NEUTRAL
ACTIVITY DUE TO TOPICS NOT BRAND 26 As seen in chart below, the
positive activity surrounding Airbus A350 aircraft mentions was
much more positive than negative.
Slide 27
AIRBUS AIRBUS Recommendations Recommendations from Spiral16
OPPORTUNITIES FOR AIRBUS BASED ON DATA RESULTS 27 Think of the
Internet as a crowded room with many people talking. At Spiral16,
we help brands discover the online conversations that are the most
influential or loud for companies and brands. After discovering the
sources that are most influential, the Spiral16 analytics team
makes recommendations on ways to utilize the data from our research
for business purposes. The following slides contain the overview of
the recommendations from our data team. These slides will be
explained in greater detail during the post-report phone
meeting.
Slide 28
AIRBUS AIRBUS Recommendations Airbus Opportunity AIRBUS BRAND
TO BECOME THE ONLINE RESOURCE FOR INFORMATION 28 The Airbus website
and other official Airbus brand resources were not influential or
loud online. Conversations about Airbus are happening online but
the official brand communication is not being heard above the noise
of the Internet. Airbus has a significant opportunity to increase
the brand visibility and brand conversations online. Airbus can
become the center of the information for the company online by
implementing some very simple changes, some of which we have
outline in the next slides.
Slide 29
AIRBUS AIRBUS Recommendations Airbus Opportunity COMMUNICATE
MORE USING VIDEO AND PICTURES ONLINE 29 Airbus currently has a rich
library of video and photos on the website. But the website videos
and images are not being shared online as frequently as they could
be. Increase Use of Web Friendly Video - Video was a small portion
of the online activity for Airbus overall but the video results
ranked high for the brand. There are conversations already
happening about Airbus aircraft in video form-- it makes sense for
the Airbus company to join in. Make sure all videos for Airbus can
be easily shared via YouTube. YouTube is a powerful platform for
the aircraft industry and it is one of the fastest growing search
engines. Mobile Video - Use more video in the social media
communication about Airbus. Mobile apps such as SHOUTZ are easy to
use via iPhone or Android phone. Users can instantly shoot video
then share it online. Mobile video is an excellent way to share the
excitement of a new plane taking off or to show the view from the
cockpit of a A380.
Slide 30
AIRBUS AIRBUS Recommendations Airbus Opportunity COMMUNICATE
MORE USING VIDEO AND PICTURES ONLINE 30 Promote the Airbus Planes
on Instagram - Instagram is a popular mobile app that allows users
to share beautiful pictures. Sharing beautiful pictures of flights
as well as the chic design of the new Airbus jets via social media
community Instagram. Share Chic Interiors of Airbus Jets on
Pinterest and Design Blogs Airbus jets contain some of the most
beautiful and cutting edge designs in the industry. Get more
attention for the Airbus designs via online design blogs and social
media communities with design savvy members. Pinterest is such a
popular community for those interested in design. Airbus could
utilize Pinterest to increase brand visibility and engagement
online.