Social Media Strategy: Airbnb

Social Media Strategy: Airbnb

February 18, 2017Jessica Stenglein 1

Table of ContentsExecutive Summary…………………………………….....................………………………………………….....3Social Media Audit…………………………………………………………………………………………….…...4-7Social Media Objectives…..……………………………………………………………………………..……….....8Online Brand Persona & Voice…...…………………………………………………………………………..….....9Strategies & Tools………………………………………………………………………………………………10-11Timing & Key Dates…….……………………………………………………….………………………………….12Roles & Responsibilities………….………………………………………………………...……………………...13Social Media Policy………………………………………………………………………………….……………...14Critical Response Plan………………………………………………………………………………….……...15-16Measurement & Reporting Results…………………………………………………………….........………..17-19

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Executive SummaryOur major social media priorities for 2017 will be increasing engagement among our audience.

The primary focus will be to support overall business growth and revenue generation by driving more traffic to our website. This will be accomplished by creating and curating relevant and engaging content, which will allow us to build meaningful relationships with our customers and allow us to add value to Airbnb.

Two major social strategies will support this objective:

1. Increase the number of engagements and conversations among audience members

2. Increase the volume of followers across all platforms

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Social Media AuditThe following is an audit of Airbnb’s social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics and a competitor analysis.

Social Media AssessmentData as of January 1,2017

Assessment Summary: Although Instagram has the most frequent posts, Facebook has the highest level of followers and engagement, with Instagram being the second highest. LinkedIn has infrequent posts and few interactions. The relevancy of this channel to the brand should be considered. 4

Social Network URL Follower Count Average Weekly Activity Average Engagement Rate

Facebook https://www.facebook.com/airbnb/

5,208,449 3 posts per week 87%

Twitter https://www.twitter.com/airbnb

573,003 8 posts per week 5%

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

1,600,000 18 posts per week Average interactions (comments) per post: 250

LinkedIn https://www.linkedin.com/company/airbnb

332,141 1 post per month 0%

Social Media Audit, continuedWebsite Traffic Sources AssessmentTimeframe: Monthly data, November 2016 to December 2016

Assessment Summary: Facebook is currently the biggest driver of traffic to our website. Furthermore, Facebook has a slightly higher conversion rate than Twitter. While no direct traffic data is available for Instagram, many social interactions occur on this network.

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Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 7,000 unique visits 25% 3.5%

Twitter 2,500 unique visits 5% 2%

Instagram NO DATA NO DATA NO DATA

LinkedIn 50 unique visits 0.3% .015%

Social Media Audit, continuedAudience DemographicsSurvey distributed in January via email and upon visitor registration. Total applicant responses: 1000

Assessment Summary: A majority of the respondents are in the 18-30 age range and use Facebook and Instagram as their primary social networks. Affordable prices and safety in locations around the world are primary motivators for using Airbnb. Resources should be dedicated to further developing Instagram content and engagement.

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Age Distribution Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need Secondary Need

50% 18-30

30% 31-40

15% 41-55

5% 56-80

57% Female

43% Male

60% Facebook

20% Instagram

10% Twitter

70% Instagram

25% Facebook

5% Twitter

Finding an affordable and safe place to stay while traveling around the world.

Staying in trendy and unique accommodations.

Social Media Audit, continuedCompetitor Analysis

Assessment Summary: The Competitor Analysis focused on the strengths and weaknesses of Airbnb’s biggest competitors in the realm of Instagram, Facebook and Twitter, respectively. While all had frequent and visual posts, each brand struggles with engagement and interactions with audience.

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Competitor Name Social Media Profile Strengths Weaknesses

HomeAway Instagram: @homeaway Visual posts featuring HomeAway locations, frequent posts

One-way conversation, brand does not interact with those commenting on posts

Tripping FB: @tripping Very visual, comments from visitors are responded to, shares content relevant to customers’ interests

Small number of interactions and not a lot of engagement per post

VRBO TW: @vrbo Frequent posts, interacts with customers, retweets customer testimonials

Low engagement per tweet (few likes on each tweet, rarely receive retweets)

Social Media ObjectivesIn 2017, the primary focus of our social media strategy will be to support overall business growth and revenue goals by directing more traffic from our social channels to our website. In order to accomplish these objectives, our social media priorities will be increasing the engagement among our online following by interacting more with our audience and more frequently sharing relevant content.

Some specific objectives include:

1. Increase visitors to website by 25% in next 6 months via:a. Use of brand hashtags on all social platformsb. Increased engagement and responses to customers on Instagram

2. Increase Twitter followers by 5,000 in 6 months3. Increase Instagram followers by 3,000 in 6 months

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Key Performance Indicators:

1. Number of unique visitors from Facebook, Twitter and Instagram

2. Number of Instagram followers3. Number of Twitter followers4. Number of comments and likes on

Instagram5. Sentiment analysisKey Messages:

● Home. Wherever You Are.● Safe and Affordable Accommodations Around the World.

Online Brand Persona and VoiceAdjectives that describe our brand:

YouthfulInclusiveAdventurousHigh-quality

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When interacting with customers we are:

HelpfulPoliteKnowledgeable

Strategies and ToolsPaid: Each Friday, boot that week’s most popular organic Facebook posts for the weekend. The post must have a minimum organic reach of 1,000 as well as a minimum of 300 likes or 150 comments. Additionally, utilize one sponsored Instagram post each weekend.

Owned:Introduce the hashtag #WhereWillYouGo on all platforms. Encourage audience members to utilize hashtag in order to join the conversation. Source user-generated content from those who use hashtag and regram, retweet, or post UGC on Facebook 3 times per week.

Earned:Partner with 10 key influencers in travel industry to co-develop articles and videos about influencers’ Airbnb stays as well as travels to gain larger reach.

Monitor Twitter for keywords: vacation, travel, rentals, Airbnb. Offer discount codes to 75 warm leads/prospects for use when they book using Airbnb for the first time = unexpected delight. 10

Strategies and Tools, continuedApproved Tools:HootsuiteBufferRegram AppCanva for Work

Rejected Tools:N/A

Existing Subscriptions/Licenses:PhotoshopIllustratorIndesignVimeo

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Timing and Key DatesKey Dates:• Holidays (consider holidays from various

cultures due to global nature of business)• Spring Break• Summer Vacation• Winter Break• SXSW• Large music festivals (ex: Coachella, Austin

City Limits)

Internal Events:• Give Back Day

• Each Airbnb office takes the day to volunteer in their local communities.

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Lead Times:• Allow at least 2 weeks for planning and

review of all campaign materials across platforms to ensure message consistency for special events.

Reporting Dates:• Reporting will occur quarterly beginning in

March. Exact dates TBD.

Social Media Roles and ResponsibilitiesGlobal Head of Social Marketing and Content — Eric Toda

Oversee the development of marketing plans and content for the brand, ensure consistent brand messaging, utilize creativity to create brand story and messaging, oversee social marketing departments across US Airbnb offices

Social Marketing Manager — Jasmine AthertonCreate social media strategy to promote Airbnb, oversee social marketing team, create best

practices for social media, utilize internal and external resources to ensure successful social media campaigns

Social Media Specialist — Ashley VailManage day-to-day communications across various platforms, monitor content during campaigns

and events

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Social Media PolicySocial media is a huge part of our lives as well as what we do at Airbnb. Social media allows us engage with and build relationships with our customers. It allows us to share what’s new and exciting here at Airbnb and let people get a glimpse into the inner workings of the company. As an employee and representative of Airbnb you are expected to adhere to the following social media guidelines:

• Be respectful and polite• Never post illegal material• Do not attack the competition• Be attentive in interactions with Airbnb customers• Be helpful

Violation of the Airbnb social media policy may result in corrective action, including termination. You may be subject to legal action, including criminal prosecution. Airbnb reserves the right to take actions it deems appropriate on a case by case basis. If you have any questions, please reach out to the Human Resources Team.

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Critical Response PlanScenario 1: Inappropriate message posted on social media platform from @airbnb

Action Plan:

1. When post is detected:a. Take screenshot of postb. Delete postc. Alert Social Marketing Manager (Jasmine Atherton). If unavailable, alert Head of Social Marketing and

Content (Eric Toda).2. Jasmine and Eric to discuss impact, evaluate further action.3. Jasmine to develop messaging to follow-up on inappropriate post. Eric to approve.4. If media has seen post and developed news articles, Eric to issue statement.5. Issue disciplinary action to employee who was origin of inappropriate post.

NO PRE-APPROVED MESSAGING IN THIS SCENARIO.Messaging will be developed on a case by case basis.

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Critical Response Plan, continuedScenario 2: Negative Airbnb experience highly publicized on social platforms

Action Plan:

1. Social Media Specialist (Ashely Vail) to respond immediately..2. Offer solution to problem, or if no solution available, offer Airbnb discount rate.3. Social Marketing Manager (Jasmine Atherton) to contact host of Airbnb site where problem occurred to remedy

situation.4. Ashley and Jasmine to develop messaging for general public to counteract highly publicized negative experience.

NO PRE-APPROVED MESSAGING IN THIS SCENARIO.Messaging will be developed on a case by case basis.

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Measurement and Reporting ResultsQuantitative KPIsReporting period: roughly 2 monthsData as of February 18, 2017

Website Traffic Sources AssessmentTimeframe: Monthly average, January 2017 to February 2017

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Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 8,500 unique visits+ 21% growth

32% 10%

Twitter 3,500 unique visits+ 40% growth

11% 6%

Instagram NO DATA NO DATA NO DATA

LinkedIn 55 unique visits+10% growth

1% .5%

Measurement and Reporting Results, cont.Social Network DataTimeframe: As of February 18, 2017

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Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate

Facebook https://www.facebook.com/airbnb/

5,210,250+0.03% growth

9 posts per week+200% growth

90%

Twitter https://www.twitter.com/airbnb

575,003+0.3% growth


11%

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

1,603,000+0.19% growth


Average interactions (comments) per post: 390

LinkedIn https://www.linkedin.com/company/airbnb

340,000+2.4% growth

3 posts per month+200% growth

1.5%

Measurement and Reporting Results, cont.Quantitative Summary: The amount of followers grew marginally over the reporting period as did the conversion rate. One notable accomplishment is the average Instagram interactions growing from 250 to 390. Additionally, we achieved our goal of increasing engagement by utilizing more user-generated content through #WhereWillYouGo.

Qualitative KPIs

Sentiment Analysis:An analysis of the interactions on 500 Facebook posts, Instagram posts and Tweets revealed the following:• Overall positive sentiment from those who utilize properties posted on Airbnb. This includes reviews on the Airbnb

website, Instagram posts and Airbnb recommendations online.• The biggest driver of negative sentiment is related to pricing. Customers are searching for nice places at prices lower

than those of major hotel chains.

Proposed Action Items• Continue use of #WhereWillYouGo• Continue to utilize user-generated content to engage with audience across all platforms• Bolster presence on LinkedIn by posting relevant content more frequently

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