social media strategyMaria Vargas

TABLE OF CONTENTS

➤ Executive summary 1

➤ Social media audit 2

➤ Social media objectives 3

➤ Online brand persona 4

➤ Strategies & tools 5

➤ Timing & key dates 6

➤ Roles & responsibilities 7

➤ Social media policy 8

➤ Critical response plan 9

➤ Measurement & Results 10

EXECUTIVE SUMMARY

Our major social media focus for 2017 will be creating more loyal brand ambassadors as well as growing and strengthening our social media community.

Strategies that will support this objective:

➤ plan to create more engagement on our social platforms

➤ encourage new followers and loyal fan base

SOCIAL MEDIA AUDIT

below is an audit of airbnb’s social media presence up to today

social network url follower count average weekly activity

twitter https://twitter.com/Airbnb 573K average 10-12 posts/week

facebook https://www.facebook.com/airbnb 5,222,437 average 8 posts/week

instagram https://www.instagram.com/airbnb/ 1.6m 14 pictures/week. 2/day

LinkedInhttps://www.linkedin.com/

company-beta/309694?pathWildcard=309694

332,305 1-2/month

COMPETITORS

Strengths: - cheaper - solo travelers - meet new people

Weaknesses: - can only stay for short periods of time - hard to get to know the person you are staying with beforehand. Might not like host

Weaknesses: - expensive - shrinking market

Strengths: - for families - rent entire houses

SOCIAL MEDIA OBJECTIVES

➤ Demographics

Part of airbnb’s campaign this year is to be inclusive to everyone, so it’s important that all of our social media reflects this.

➤ Our primary focus this year is turning customers into loyal brand evangelists who spread their love for airbnb to their friends. Another focus is gaining new customers by showing that airbnb is not just another hotel service, it’s an experience

➤ increase use of unique hashtags on all platforms

➤ create instagram campaign by gathering stories of airbnb customers who had an outstanding experience with us and sharing them via all social media platforms

➤ increase use of LinkedIn by using the new “Publisher”feature

SOCIAL MEDIA OBJECTIVES CONT.

ONLINE BRAND PERSONA & VOICE

adjectives that describe our brand…

when interacting with customers we are…

memorable reliable adventurous community

friendly excellent customer service trusted

STRATEGIES AND TOOLS

Paid

During days of most traffic on hotel and airline website, pay for boosted views on most popular organic posts

Owned

Increase the use of campaign-specific hashtags across all platforms to encourage users to use the tag during their stays with airbnb

Earned

Develop a campaign that interviews diverse airbnb customers and share their stories and airbnb experiences

TIMING & KEY DATES

before holidays people are more likely to book places to stay before key holidays including:

➤ winter holidays

➤ thanksgiving

➤ 3 day weekends

➤ spring break

➤ summer holidays

internal events ➤ winter holiday community giveback events

➤ mid summer travel tips events

ROLES & RESPONSIBILITIES

marketing director

social media manager

social media coordinator

social ads support

customer support

social media intern

SOCIAL MEDIA POLICY

➤ provide outstanding customer service

➤ be respectful to all

➤ excellent engagement across all platforms

➤ stand with our company values

➤ when in doubt, ask

➤ have another pair of eyes revise before posting/scheduling

➤ keep it simple yet engaging and interesting

➤ be creative, innovative and fun

CRITICAL RESPONSE PLAN

➤ Scenario inappropriate message sent through social media @airbnb is detected

screen shot delete alert social media manager/marketing manager

manager will then evaluate further action and develop the appropriate followup message

MEASUREMENT & REPORTING RESULTS

social network url follower count average weekly activity

twitter https://twitter.com/Airbnb +100,000 average 15 posts/week

facebook https://www.facebook.com/airbnb +70,000 average 10 posts/week

instagram https://www.instagram.com/airbnb/ reached 2m 16 pictures/week. 2/day

LinkedInhttps://www.linkedin.com/

company-beta/309694?pathWildcard=309694

+20,000 2/month

# hashtag campaign was successful and increased following across all platforms, yielding higher numbers of interaction and engagement especially on Instagram and Facebook

PROPOSED ACTIONPROPOSED ACTION

➤ continue hashtag and engagement campaigns

➤ publish gathered customer interview to create a campaign featuring those stories

➤ explore snapchat and instagram stories; have a brand ambassadors do live videos of most popular airbnb sites

➤ facebook live and twitter live chats for engagement