Social Media Strategy Jordan FolkesFeb. 19, 2016

Table of Contents■ Executive Summary■ Social Media Audit -

– Social Media Assessment – Website – Audience – Competitors

■ Social Media Objectives■ Online Brand Persona and Voice■ Strategies and Tools■ Timing and Key Dates■ Social Media Roles and Responsibilities ■ Social Media Policy■ Critical Response Plan ■ Measurement and Reporting Results

Executive Summary■ The major social media priorities for 2017 will be growing the online

following and community ■ The primary focus will be to support revenue goals through driving

more traffic to the website by sharing more engaging, relevant content and building deeper relationships with our customers. The company needs to increase following on smaller networked sites to create a broad base of social network communities.– LinkedIn, YouTube

■ Major social strategies will support this objective: – A plan to increase the volume of content we publish to our social

profiles. – Develop more posts on niched social networks– Encourage conversations and discoverability of content.

Social Media Audit■ The following is an audit of Airbnb . social media presence to date. It

includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

website https://www.airbnb.com/

1 million +

views

Varies on Deals

27% engagement rate

Twitter https://twitter.com/Airbnb

573K 20 posts per week

250 likes/tweet

Facebook https://www.facebook.com/airbnb/ 5,235,353

5-6 posts per week

80% engagement rate

Google + https://plus.google.com/+airbnb

3,190,520

Last post Sep 28, 2015

0%

LinkedIn https://www.linkedin.com/company-beta/309694?pathWildcard=309694

332,554 1 post per month

0%

YouTube https://www.youtube.com/user/Airbnb

61,722 3 videos per week

Varies from 1000 to 1 millions views

Instagram https://www.instagram.com/airbnb/

1.6m 8-9 posts per month

Up to 25,000 likes/per

Social Media Audit – Traffic SourceSocial Network

Volume % of Traffic Conversion Rate

website 57.3 million unique visits

N/A 27% (Bounce Rate)

Twitter 40,000 unique visits

2.09% 1.2%

Facebook 500,000 unique visits

5% 3.2%

Google + N/A N/A N/A

LinkedIn N/A N/A N/A

YouTube 10,000 Unique views

9.40% N/A

Instagram 800,000 unique visits

3% 1.5

Time Frame: Feb 10 - 17Summary: Airbnb.com is the biggest traffic source

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

40% (18-30) 50& Female 50% Instagram

40% Website

Affordability and “hipster”

Convenience and adventure

30% (31-40) 50% Male 40 & Website

30% Twitter Low cost and fees

Able to save and not go to a hotel while close to location

20% (41-55) 10% Twitter 30% LinkedIn

10% (56-80+)

Social Media Audit – Audience

Audience Demographic: People ages 18-30 use Airbnb the most due to affordability and “hipster” trend. The costs are more affordable than that of a hotel

Competitor Name

Media Profile Strength Weaknesses

Tripping.com Facebook: @TrippingTwitter: @TrippingInstagram: @Tripping

Umbrella for multiple travel conglomerates. Strong brand display

Needs to post more on all platforms

FlipKey Facebook: @FlipKeyInstagram: @Flipkey_vacationTwitter: @Flipkey

Offered through a top competitor, great posts

Low following on platform

Wimdu Facebook: @WimduTwitter: @Wimdu

Daily tweets. Great display of brand across platforms

Not a strong following

VRBO Facebook: @VRBOTwitter: @VRBO

Top competitor, strong media following

Does not post frequently

Social Media Audit –Competitor

Social Media Objectives

■ After a strong outing in 2016, and the building of their brand to being the top competitor in a short amount of time, Airbnb has to develop content for all social media platforms that will increase there following and spread the name of the company.

■ Airbnb can benefit from spreading their demographic across the spectrum. College students going to music festival or spring break vacations, to families travelling, and business men and women travelling. Demographics can be amplified by sharing messages that speak to everyone.

Social Media ObjectivesKey Performance Indicators (KPI)■ Number of unique visitors from Facebook, Twitter and LinkedIn ■ Followers on Twitter and Instagram■ Posts per platform Key Messages ■ Unforgettable trips start here.■ Book unique homes and experience a city like a local.

Online Brand and Persona and Voice Adjectives that describe Airbnb:■ Fun■ Community ■ Unforgettable■ Home■ Experience When interacting with customer we are:■ Friendly ■ Resourceful■ Kind

Strategies and Tools Paid: ■ Using paid promotions, such as those on Twitter and Facebook for example, to

reach out to users and clients that would otherwise hear about Airbnb through word of mouth.

Owned: ■ Introduce new hashtags that promote a new message. These can be used to

implement company policy or messages used to increase demographic or base of company following.

■ Followers can use retweet messages which allows ”word of mouth” spread.Earned: ■ Use keywords to implement geotagging, partner with socialites that can

influence the product of Airbnb. Tools: Approved: N/ARejected: N/AExisting License: N/A

Timing and Key Dates■ Holiday’s

– New Year’s Day (January 1st)– Martin Luther Kin, Jr. Day (January 16th)– George Washington's Birthday (February 20th)– Memorial day (May 29th)– Independence Day (July 4th)– Labor Day (September 4th)– Columbus Day (October 9th)– Veterans Day (November 10th)– Thanksgiving Day (November 23rd)– Christmas Day (December 25th)

Social Media Roles and Responsibilities■ Head of Global Public Relations - Natalie Harrison

– Including global consumer, product & tech and international PR■ Global Head of Social Marketing and Content - Eric Toda

– Manage content and increase social standing of company, attract customers

■ Head of Social/Social Media Manager – Jasmine Atherton– Public voice of the company on all external sites. Create, curate,

and manage all published content.

Social Media Policy■ Social media is integral to the success of a growing company. A lot of

companies find success through the influence of their customers who share, retweet, and re-gram posts that boost their brand. Airbnb, as a home and community based field, should strive to have customers spread positive word of mouth about the brand ad share ads, tweets, posts, etc. via social media platforms.

■ Guidelines to follow: – Be respectful– Use inclusive language– Ask before posting– Be courteous to customer

Critical Response Plan■ Scenario One-Inappropriate tweet sent from @Airbnb

– 1. Tweet will be recorded– 2. Deleted immediately– 3. Contact Social Media Manager, action will be taken further on

their behalf– 4. Have Social Media Team create and curate post with written

apology.– 5. Social Media Manager will take action dependent of severity of

post.

– Pre- Approved Messaging: ■ Messaging (on behalf of the company) will be dependent on the

nature of the tweet – developed by Social Media Team.

Critical Response Plan ■ Scenario Two- Customer or Host Complaint

– 1. Reach or to Customer and Host to understand situation– 2. Alert senior leadership team to any negative posts– 3. Contact PR department if media spreads story– 4. Monitor situation – 5. Offer incentives such as discounts or reimbursements for any

damages that may have been done

– Pre-approved messaging ■ “Sorry to hear that! We love all of our customers, Please DM us so we

can sort this out.” (Sent to customer) ■ Based on incident

Measurement and Reporting Rules

Source URL Follower Count

Avg. Weekly Activity

Engagement Rate

LinkedIn https://www.linkedin.com/company-beta/309694?pathWildcard=309694

500,000 10 posts per month

5%

YouTube https://www.youtube.com/user/Airbnb

100,000 10 videos per week

Views up 200%+

Social Network Data

Source Volume % of Traffic Conversion RateInstagram 900,000 unique visit 5% 3.2%

Website Traffic Source AssessmentTimeframe: N/A

Measurement and Reporting Results■ Quantitative KPIs

– Sentiment Analysis■ An analysis of the interaction on our posts across all platforms have revealed the

following: – Positive sentiment from customers who have experience an Airbnb. – Word of mouth has spread due to positive feedback

– Proposed Action Items■ Continue to use hashtags to spread company message■ Continue to halt negative publicity by engaging with customer ■ Create content that allows customers to interact and show personal experience

Social Network Summary:Niched use of social sites are gaining an audience due an increase in posts. All previously used major platforms Increased followers due to regulations and creativity.