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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.