How HomeAway Uses Social Media to Build Brand Awareness

case study HomeAway, Inc., based in Austin, TX, is the world’s leading online marketplace of vacation rentals, with sites representing more than 640,000 paid vacation rental home listings throughout 168 countries.Challenge: Results:HomeAway’s key challenges when entering the social mediaspace were surrounding management of a large-scale, global Increased engagement acrossprogram. Some of the items HomeAway needed to solve for social channelswere how to: manage social content publishing of 13+ brandson multiple social networks, manage the user workflow for 56% growth in Facebook Likes/employees creating content, efficiently monitor the social sphere comments/clicks from 2010 tofor mentions of its brands and industry and easily measure the 2011effectiveness of its efforts. 1,200% growth in Twitter RTs/Solution: mentions/clicks from 2010 toAs an online company, using social channels to help increase 2011industry and brand awareness was a natural extension of themarketing team’s existing efforts. In 2008, the social media team 67% growth in the number ofbegan by engaging on networks including Facebook, Twitter, HomeAway properties beingFlickr and YouTube, and also implemented Spredfast to help viewed from social networksthem manage and measure all of their social media activities from 2010 to 2011and interactions across all channels from one dashboard. Prior toSpredfast, the team utilized other social CRM products to schedulecontent and monitor interactions or they worked directly on thesocial network websites to post content and engage with users. Since the implementation of Spredfast,HomeAway has expanded their social media program to include all of their major global brands.

Takeaways:» Social doesn’t just have to be measured by clicks or growing your friend, fan, follower base. HomeAway was able to use social media channels to connect and build relationships with “Through our use of Spredfast their target demographic and bring personality to their brand. we’ve been able to streamline our global social media efforts» Content is king: whether user-generated or from the in terms of publishing content, organization, content drives views, comments and ratings which has opened up additional which equals better search results and more eyeballs, leading time for engaging with current to increased brand awareness. and potential customers that we find through our Spredfast inbox.”» When trying to build your brand, start small: focus on building -Jennifer Stafford strong social accounts and great, everyday content. Social Media Manager, HomeAway» Get all departments thinking about social integration! Combining website share functionality with marketing and social campaigns signiﬁcantly increases reach.How Spredfast Helped:» Monitoring & Listening - Having a strong presence on several major social networks, HomeAway is able to efﬁciently keep track of how their brand is being talked about across channels and monitor general industry trends from one location using Spredfast’s social business platform.» Engagement – Spredfast’s platform provides HomeAway with the ability to keep track of social interactions and quickly reply to or engage with fellow friends, fans or followers in order to strengthen existing relationships and facilitate new ones.» Publishing – Content is essential to HomeAway’s strategy of driving increased brand awareness across their social channels. The organization sometimes publishes over 30 pieces of content a day - Spredfast streamlines the process and management of publishing this content across channels in a coordinated way so that users know when and where content is scheduled for publication. Social Business in Action HomeAway was able to use social media channels to further its brand awareness in the market and leverage the inherent social nature of these networks to build relationships with vacation rental owners and travelers. 412 Congress Ave., Austin, Texas 78701 | @spredfast | info@spredfast.com

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How HomeAway Uses Social Media to Build Brand Awareness

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