Air Canada vs. Delta Airlines on Instagram

Zixuan Liang

How often does each brand post?

Air Canada is active on Instagram and posts content on a daily basis. However, the company rarely posts information on weekends. It can make 1 – 3 posts each day. Delta Airlines is also active on Instagram whereby it posts content both on weekdays and weekends. Each day, the company can post 2 – 4 times.

Which kind of content does each brand post?

Air Canada posts mainly videos and pictures. Most of the content focuses on the airline, for example, the latest aircraft and nature. Delta Airlines also posts videos and pictures. The content contains mainly the company’s aircraft, crew members, services offered and travel destinations.

Does each brand use 50/50 rule?

Air Canada does not consider the 50/50 rule because most of the content is about the company’s aircraft and services. Thus, the posts mainly promote the services of the company.

Delta Airlines applies the 50/50 rule. Half of the posts show the services offered by the company. The remaining content shows videos of nature, customers, and people who enable the company to achieve its objectives. Besides, the content demonstrates how the company helps other people such as young artists.

Keyword sentences used by each brand

Air Canada uses terms such as “connect”, “#Canada”, and “#fly the flag”. Delta Airline uses words such as “#Delta” and “#PEK”.

What are the most successful recent posts?

Air Canada had the most successful post on February 10, 2017, which shows a moving aircraft. The post has 11246 likes and 655 comments ("Instagram photo by Air Canada • Feb 9, 2017, at 5:24 pm UTC", 2017).

Delta Airlines had a successful post on February 7, 2017, when it posted a picture showing an aerial view of Central Park. The post has 18206 likes and 291 comments ("Instagram photo by Delta Air Lines • Feb 7, 2017, at 3:52 pm UTC", 2017). 

Why are these posts successful?

The picture posted by Air Canada aims at attracting the attention of customers, which makes it easy to convince them to use the airline. The picture shows the aircraft’s steadiness and fast speed, which is highly convenient to customers.

The post by Delta Airlines is successful because it demonstrates that the company has a great corporate social responsibility and prefers operating in a healthy environment. Thus, the company easily attracts customers by showing them its interest to nature.

Air Canada vs. Delta Airlines on YouTube

Zixuan Liang

How often does each one post a video on YouTube?

Air Canada has a moderate activity on YouTube. The company posts videos only if it is an advert or it shows achievements made when undertaking any project. Delta Airlines is very active on YouTube because it posts content on a daily basis or for several days in a week.

What type of video content does each brand post?

Air Canada posts videos that advertise its services and position in the industry. Most of the videos show how the airline has a high class and operates in many nations.

Delta Airlines posts many videos that include commercial adverts, nature, celebrities and famous destinations in the world.

In the description area, what kind of content is included?

The description area for Air Canada shows the name of the video, its purpose, and keywords. Description for Delta Airlines videos includes the name of video, purpose, and keywords.

What are your two brands most successful videos?

Air Canada’s recent successful video is titled “Fly the Flag”. The video shows how the Airline helps Canadians to visit many parts of the world. The video has 2,339,298 views, 667 likes and 130 comments ("Air Canada: Fly the Flag", 2017). The video is available at https://www.youtube.com/watch?v=tbfKyg7Qx6w  

Delta Airline’s recent successful video is titled Delta 4 a.m. The video demonstrates how Delta employees wake up as early as 4.00 am to serve its customers, hence promoting the economy of the world. The video has 793,146 views, 234 likes and 51 comments (Delta Airlines, 2016). 

Why do you think these two videos were successful?

Air Canada video is successful because it shows that Canadians are humble and hardworking people. Hence they are needed in all parts of the world.

The video posted by Delta Airline is successful because it shows how the company promotes global economy by providing efficient services to many people. Thus, the advert attracts many customers who want to arrive at their destinations on time. 

Air Canada vs. Delta Airlines on Twitter

Zixuan Liang

How often does each brand post?

Air Canada is highly active on Twitter and posts most of its content on weekdays. On a daily basis, the company can tweet 3 – 5 times. Since February 9, 2017, the company has increased its content on Twitter due to its 80^th anniversary. Delta Airlines has a higher activity on Twitter than Air Canada. The company is active both on weekdays and weekends. Besides, the company can post up to 6 tweets each day.

What content does each brand post?

Air Canada posts much content on Twitter in the form of pictures and videos. The information posted focuses mainly on the services provided by the company. For example, new services, travel routes and latest activities ("Air Canada (@AirCanada) | Twitter," 2017).

Delta Airlines posts its latest activities using pictures and videos. For example, the most recent post shows how the company supports Kelsea Ballerin for the GRAMMY Awards ("Delta (@Delta) | Twitter", 2017). Then, some of the content shows the best travel destinations for the airline.

Does each brand use 50/50 rule?

Air Canada does not apply 50/50 rule. Most of the content posted describes the company and services provided.

Delta Airlines uses the 50/50 rule. Half of the content posted describes the airline and its operations. The remaining posts focus on other issues such as nature, celebrities, and the general society.

Keywords used by either brand

Keywords employed by Air Canada are “diversity”, “fly the flag” and “landscape”. Delta Airline uses “proud”, “support” and “system” as keywords in the posts.

Which are the most successful recent posts?

Air Canada posted s successful video on February 9, 2017. The two-minute video shows the company celebrating its 80^th anniversary where it honors diversity and heritage. The video has 204 tweets and 341 likes.

Delta Airlines posted a successful video on February 8, 2017. The video demonstrates Delta’s support for Lucas Graham, a first-time GRAMMY Awards nominee. The video has 171 tweets and 735 likes. 

Why are these posts successful?

The post by Air Canada informs customers about the success the company has achieved for the past 80 years. Thus, it is marketing and promotion strategy the company uses to attract many customers. According to Grégoire et al. (2015), posts on social media such as Twitter provides customers with adequate information on the company’s operations, hence attracting many of them.

Delta Airlines uses the video to promote its brand. Increasing awareness of its brand makes it easy to attract customers from all parts of the world (Gunarathne et al., 2015). According to Wan and Gao (2015), Delta Airlines engages its consumers through Twitter to promote its brand.

Air Canada vs. Delta Airlines on Facebook

Zixuan Liang

How often does each brand post?

Air Canada actively uses Facebook to post most of its information. The company posts content on weekdays (Monday to Friday). Each day, the company makes 2 – 4 posts. However, on weekends, Air Canada is less actively because it does not give any updates on Facebook. For example, the company did not post any information on Saturday, February 11, 2017.

Delta Airlines is more active than Air Canada on Facebook. The company posts content both on weekdays and weekend. On a daily basis, the company makes 3 – 6 posts. However, the company has had fewer activities on Facebook from Tuesday, February 7, 2017 – Thursday, February 9, 2017. According to Minazzi (2014), Delta Airlines is among the companies in the tourism industry that market their services on social media.

Which content does each brand post?

Air Canada focuses mainly on advertising and promoting the airline (Hanke, 2016). 90% of its content consists of the nature of its services, newly identified destination and new changes in its aircraft or flight schedules. Ideally, the content markets the airline as the most secure ("Security Check Required", 2017). The company uses both pictures and videos in its posts.

Likewise, Delta Airline posts content that advertises the efficiency of its services. The content shows how the airline has enabled many young people to achieve their dreams. Some of the posts also show how crew members are highly ambitious to deliver quality and timely services to customers. The company uses mostly videos to market itself.

Does each brand use 50/50 rule?

Air Canada does not use 50/50 rule because most of the content focuses on its services and destinations.

Delta Airline applies the 50/50 rule by posting half of the content related to its business strategy and services. The remaining posts focus on nature and the society, for example, the airline describes how it has leads people to apply their dreams on time.

Keywords used by either brand

Air Canada uses keywords such as “diversity”, “fly the flag” and “livery”. Delta Airline uses terms such as “Delta” and “systems”.

Which are the most successful recent posts?

Air Canada made it most successful post on February 11, 2017. The video, which demonstrates achievements made by the airline on its 80^th anniversary, has more than 801,000 views and comments.

Delta Airlines made a successful post on February 9, 2017, when it posted a video showing its support for Lucas Graham, a first-time nominee for GRAMMY awards. The video attracted 1 million views, likes, and comments.

Why are these posts successful?

Air Canada gained success from its post because it attracted many customers who had an interest in learning its operations. On the other hand, Delta Airline succeeded in its post because the video promoted its brand worldwide. 

An SEO Analysis of Air Canada & Delta Airlines

SEO Analysis

Air Canada VS Delta Airlines

Zixuan Liang

Introduction

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines (SearchEngineLand, 2017). SEO can help marketers effectively when they want to promote their brand or products online, it brings up the ranking of the research result. The higher your ranking is; the more people would click into your page.

SEO Audit	Air Canada (AirCanada, 2017)
Screen Captures of both Brand’s home pages:
1.     URL:	https://www.aircanada.com/ca/en/aco/home.html
2.     Page Title	Air Canada – Official Website
3.     Meta Description	Buy airline tickets, find cheap airfare, last minute deals and seat sales with Air Canada. Book hotels, cars and vacations with Air Canada Vacations.
4.     Meta Keywords :	Book online, online check in, cheap flights.
5.     Quality of written content	Limited written content, most contents are an image with one or two sentences
6.     Content shareable	The contents on the website does not support sharing
7.     Quality of visual content	Excellent, make people start thinking vacations
8.     site upload speed	Fast upload speed
9.     Call-to-action:	Book now, contact us
10.  Anchored Text (hyperlinks):	My booking, check-in, flight status
11.  Mobile Friendly: Yes/No	Yes
12.  Social Media: (List all SM icons on the home page.	Facebook, Twitter, YouTube

SEO Audit	Delta Airlines (DeltaAirlines, 2017)
Screen Captures of both Brand’s home pages:
1.     URL:	http://www.delta.com/
2.     Page Title	Airline Tickets & Flights: Book Direct with Delta Air Lines - Official Site
3.     Meta Description	Delta Air Lines, a leader in domestic and international travel, offers airline tickets & flights to over 300 destinations in 60 countries. Book direct at Delta.com.
4.     Meta Keywords :	Book a trip, flight status, vacation packages.
5.     Quality of written content	Limited written content, most contents are an image with one or two sentences
6.     Content shareable	The contents on the website does not support sharing
7.     Quality of visual content	Great, images of bench and mountain encourage people to book a flight
8.     site upload speed	Fast upload speed
9.     Call-to-action:	Book today and save, find out more
10.  Anchored Text (hyperlinks):	Book a trip, shop, skymiles
11.  Mobile Friendly: Yes/No	Yes
12.  Social Media: (List all SM icons on the home page.	Mobile App, Facebook, Twitter, Blog

Google Trends:

(GoogleTrends, 2017)

Google Trends Insights:

               From the graph by Google Trends, we can tell the peak of airlines research is around the start of January, where people are finishing their Christmas holiday and ready to get back to work or school. By the comparison between Delta Airlines and Air Canada, it is obvious that Delta Airlines is more popular than Air Canada worldwide. More people are travelling to the U.S. and people in the U.S. travel with planes a lot. I believe those are the reasons for this result.

Latent Semantic Indexing Keywords:

Air Canada:        

• Air Canada Flight Tracker
• Air Canada Mobile App
• Air Canada Flight Check In
• Air Canada Rouge

Delta Airlines   

• Cheap Flights
• Delta Airlines Check In
• Delta Airline Customer Service Toll Free Number
• Delta Airlines Reservation Check

Summary:

Air Canada’s strengths are Canada based airline company and national airline brand in Canada. Its website looks great and encouraging; people do feel like ‘vacation’ when they see the website. The areas Air Canada needs to improve are their keywords and descriptions on the website.

Delta Airlines’ strengths are well-known airline company in the world, more people are choosing it due to its reputation. The SEO it is applying are better than Air Canada, with better descriptions and keywords. Areas to improve for Delta Airlines are there should be more call to action on its website.

Conclusion:

I think Delta Airlines is doing better than Air Canada, Delta’s descriptions and keywords are better than Air Canada; these two components do help the result of SEO, which would increase more people to go to your website and increase the profit.

References

AirCanada. (2017). AirCanada. Retrieved from https://www.aircanada.com/ca/en/aco/home.html

DeltaAirlines. (2017). Delta Airlines. Retrieved from http://www.delta.com/

GoogleTrends. (2017). Google Trends Compare. Retrieved from Google Trends: https://www.google.ca/trends/explore?q=%2Fm%2F012j50,%2Fm%2F0k9ts,airlines

SearchEngineLand. (2017). What Is SEO / Search Engine Optimization? Retrieved from SearchEngineLand: http://searchengineland.com/guide/what-is-seo