Professional Documents
Culture Documents
Airbnb: Social Media Strategy 2/19/2017 Elizabeth Kough
Airbnb: Social Media Strategy 2/19/2017 Elizabeth Kough
• Slides Title
• 1 Cover Page
• 2 Table of Contents
• 3 Executive Summary
• 4-8 Social Media Audit
• 9 Social Media Objectives
• 10-13 Online Brand Persona and Voice
• 14-16 Strategies and Tools
• 17 Timing and Key Dates
• 18 Social Media Roles and Responsibilities
• 19 Social Media Policy
• 20-22 Critical Response Plan
• 23-25 Measurement and Reporting Results
Executive Summary
• Including:
• Social Media Assessment
• Website Traffic Sources Assessment
• Audience Demographics Assessments
• Competitor Assessment
Social Media Assessment
Assessment Summary:
Instagram tends to have the most engagement. Yet, Twitter and Facebook provide
a more consistent ability for the audience to share content.
Website Traffic Sources Assessment
Assessment Summary:
Facebook generates the most unique traffic to the website, while Instagram tends to have
a lot of engagement but lead to little traffic. The small amount of traffic on Instagram is
probably because the link remains in the “bio” of the profile rather than being added to
each post.
Audience Demographics Assessment
Age Distribution Gender Primary Social Secondary Primary Need Secondary Need
Distribution Network Social Network
60% 18 - 30 50% female 50% Facebook 40% Instagram Lodging during Renting a room
travel or apartment
out
20% 31 - 40 50% male 30% Instagram 30% Twitter
10% 41 - 55 20% Twitter 30% Facebook
10% 56 - 80
Assessment Summary
The largest age range using Airbnb is from 18 to 30, an even split between gender, and most of our
audience primarily uses Facebook. Our target audience has a split need between lodging during travel
and renting out a room to said travelers.
Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Couchsurfing Facebook, Instagram, Focus on the It seems like a lower
Twitter travelers rather than luxury travel option
the listings
VRBO Facebook, Twitter Interacts with Lacks an Instagram,
customers that ask and lacks visual
for help or for content
listings on posts
Homeaway Facebook, Instagram, Has a banter-like Not many
Twitter brand voice that interactions with
could appeal to a customers
younger demographic
Assessment Summary:
Some of the competition focuses more on the audience rather than the properties. Yet,
weaknesses tend to be platforms that aren’t social or aren’t engaging with their audience.
Social Media Objectives
• Overall Business Goals:
• Increase interactions with audience and help the relationship between travelers and hosts
• Social Media Objectives to Support Business Goals:
• Increase unique visitors from social platforms by 20% in 6 months
• KPIs
• Quantitative
• Number of Followers
• Rate of Conversion
• Amount of Content
• Qualitative
• Increased sentitment through positive feedback from both hosts and travelers
• Key Supporting Messages
• We Accept (#weaccept)
• Ability to travel anywhere
• Exploration
Online Brand Persona and Voice
• Strategies:
• Paid
• Owned
• Earned
• Tools
• Existing Subscriptions/Licenses
Strategies
• Paid:
• 1. Boost a piece of organic content from Facebook for the week – must have a minimum of
3,500 likes and 100 shares
• 2. Use Twitter Ad Campaign for Website clicks - the company only pays for the amount of clicks
the ad creates. Run the ad for a week and reevaluate
• Owned:
• 1. Encourage and promote travelers pictures to be posted on Instagram page
• 2. Have a photo and/or caption contest either through Instagram or Twitter. Create a hashtag
for best picture based on a theme (Valentine's Getaway, Family Vacay, etc.) on Instagram or
post a photo to Twitter and challenge followers for best caption
• Earned:
• 1. Monitor social platforms for mentions of Airbnb company or travel - offer coupons for
positive experiences using Airbnb or coupons to people with negative experiences from other
companies
• 2. Find travel bloggers and have them write reviews about certain areas, ask them to make a
blog post about a trip Airbnb organized
Tools and Existing Subscriptions/Licenses
• Tools:
• Approved: Hootsuite
• Rejected: Uber
• Existing Subscriptions/Licenses
• Photoshop
• Hootsuite
Timing and Key Dates
• Key Dates
• Valentine’s Day
• March (spring break)
• New Year’s Eve-Day
• June - August
• Lead Times
• At least a month before a holiday or long weekend in order to give families and individuals time
to plan a vacation
• Internal Events
• Holidays
• Long weekends
• Reporting Dates
• Every 3 months on the last day of each month
Social Media Roles and Responsibilities
Contact Information:
Owner Name Telephone Alt. Telephone Email
Results Assessment:
We experienced an increase in conversion from Twitter and Facebook and a decrease from
Instagram.
Qualitative KPIs and Future Action
• Qualitative KPIs:
• Looking at 100 comments on Facebook and 100 on Instagram its seen that its mostly
positive feedback with people loving the pricing of rooms and excursions. Sentiment
Analysis:
• The majority of sentiment has been positive. The one negative thing would be not enough
hosts during holiday times.
• Future Action:
• It's mostly travelers that comment, start a conversation with hosts either through polling
or questions.
• Create a hashtag to start a conversation about best experiences, places to stay, tips from
locals to travelers