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Airbnb Social Media Strategy

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A social media strategy created for Airbnb as a class assignment for UF's Social Media Management.

Published in: Social Media

Airbnb Social Media Strategy

  1. 1. Bianca Bialk 2.19.2017 social media strategy
  2. 2. TABLE OF CONTENTS 1. EXECUTIVE SUMMARY 2. SOCIAL MEDIA AUDIT 3. SOCIAL MEDIA OBJECTIVES 4. ONLINE BRAND PERSONA AND VOICE 5. STRATEGIES AND TOOLS 6. TIMING AND KEY DATES 7. SOCIAL MEDIA ROLES AND RESPONSIBILITIES 8. SOCIAL MEDIA POLICY 9. CRITICAL RESPONSE PLAN 10.MEASUREMENT AND REPORTING RESULTS
  3. 3. EXECUTIVE SUMMARY AIRBNB’S SOCIAL MEDIA PRIORITIES ARE CENTERED AROUND INCREASED AND POSITIVE ENGAGEMENT ON NETWORKS, AND AN INCREASED TRAFFIC DRIVE FROM INSTAGRAM TO OUR WEBSITE. WE PLAN TO IMPLEMENT NEW CAMPAIGNS AND STRATEGIES TO REACH OUR GOALS: • Follow the blogger campaign • Bloggers and travelers taking over Instagram for a day • Increased communication with customers before, during, and after a stay
  4. 4. 2. SOCIAL MEDIA AUDIT SOCIAL NETWORK URL FOLLOWER COUNT AVG.WEEKLY ACTIVITY AVG. ENGAGEMENT RATE FACEBOOK https://www.face book.com/airbnb/ 5.2M 4-5 TIMES A WEEK 3% INSTAGRAM @AIRBNB 1.6M 1-2 TIMES A DAY 2% TWITTER @AIRBNB 573K 2-3 TIMES A DAY 2% PINTEREST PINTEREST.CO M/AIRBNB 43K 3 PINS/DAY 1% LINKEDIN https://www.linke din.com/compan y-beta/309694/ 332K 1/MO .5% SOCIAL MEDIA ASSESSMENT ASSESSMENT SUMMARY: Most reach comes from Facebook, with Instagram following behind that. Engagement is high on Facebook for customer service related inquiries, while engagement is focused on more positive and uplifting comments.
  5. 5. SOURCE VOLUME % OF OVERALL TRAFFIC CONVERSION RATE FACEBOOK 3,000 VISITS 20% 1.73% INSTAGRAM 2,000 VISITS 10% .83% TWITTER 1,000 VISITS 2% .57% PINTEREST 750 VISITS 2% .57% LINKEDIN 500 VISITS 1% .66% 2. SOCIAL MEDIA AUDIT WEBSITE TRAFFIC SOURCES ASSESSMENT ASSESSMENT SUMMARY: Most drives to our website comes from Facebook, where our largest audience is. The second best traffic source comes from Instagram. It would be beneficial to encourage more traffic from our Instagram following.
  6. 6. AGE DISTRIBUTIO N GENDER DISTRIBUTIO N PRIMARY SOCIAL NETWORK SECONDAR Y SOCIAL NETWORK PRIMARY NEED SECONDA RY NEED 5% UNDER 18 55% FEMALE 50% FACEBOOK 50% INSTAGRAM A RELIABLE, INTERESTIN G, AND CULTURAL PLACE TO STAY WHILE TRAVELING A HOTEL OR HOSTEL ALTERNATE OPTION60% 18-30 45% MALE 40% INSTAGRA M 40% FACEBOOK 15% 31-40 10% TWITTER 10% TWITTER 15% 41-55 5% 56-80 2. SOCIAL MEDIA AUDIT AUDIENCE DEMOGRAPHICS ASSESSMENT ASSESSMENT SUMMARY: Most of Airbnb's consumers are female, but it is fairly even. Most think of Facebook as their primary social network, but with Instagram as a close second. The main purpose of Airbnb, as found in our survey, was to find a reliable, interesting, and cultural place to stay while traveling.
  7. 7.  HOMEAWAY- 2.4M FOLLOWERS  STRENGTHS: Posts every day, shares actual listings from website that customers can click to drive traffic to website  WEAKNESSES: Posts are very similar, not much content variety or follower sharing  TRIPPING- 48K FOLLOWERS  STRENGTHS: Posts almost every day, has many posts that inspire viewers to book a vacation  WEAKNESSES: Many pictures do not lead to a house listing or their website in general  VRBO- 273K FOLLOWERS  STRENGTHS: Posts 3-5 times a week, posts often lead to website or house listing  WEAKNESSES: Not a large variety of posting content 2. SOCIAL MEDIA AUDIT COMPETITOR ASSESSMENT- FACEBOOK ASSESSMENT SUMMARY: I focused on the competitor's Facebooks, as Airbnb's Facebook has the largest reach. Overall, Airbnb has the largest number of followers compared to their competitors. Their strong social media strategy is helping them with gaining and keeping followers.
  8. 8. 3. SOCIAL MEDIA OBJECTIVES OVERALL BUSINESS GOALS: “In 2017, Airbnb’s primary goal will be to induce more positive feedback on Facebook, our primary social network. We also aim to gain followers on Instagram and website traffic from Instagram by posting about real experiences customers have had with their stays. The focus will be on staying in a home/apartment instead of a hotel while traveling, thus getting a more culturally rich experience.”
  9. 9. 1. Increase positive Facebook engagement by 40% by reaching consumers through customer service leading up to, during, and after their stay 2. Gain 400,00 Instagram followers in the next 6 months by posting personal content with good photography 3. Drive 30% more traffic to website in the next 6 months through Instagram by posting more real-life listings with link in bio SOCIAL MEDIA OBJECTIVES TO SUPPORT BUSINESS GOALS
  10. 10. QUANTITATIVE  Number of unique visitors by Instagram  Number of Instagram followers QUALITATIVE  Positive Facebook interactions KPIS KEY SUPPORTING MESSAGES: • Culturally enlightening alternative to hotels • A place where stories start • “Belong anywhere”
  11. 11. 4. ONLINE BRAND PERSONA AND VOICE ADJECTIVES THAT DESCRIBE OUR BRAND: CULTURAL ADVENTUROUS DIFFERENT GENUINE FUN HOME EXAMPLES OF BRAND VOICE IN SOCIAL MEDIA INTERACTIONS: POSITIVE AND FRIENDLY INTERACTIONS WITH UNHAPPY CUSTOMERS GENUINE AND DETAILED “GLIMPSES” IN POSTS PERSONAL POSTS THAT TRANSPORT VIEWERS INTO A NEW PLACE FOR A LITTLE
  12. 12. 5. STRATEGIES AND TOOLS  PAID  FACEBOOK- Boost popular organic posts once a week  INSTAGRAM- Boost story posts to show up as "sponsored" once a week  OWNED  INSTAGRAM- Give influential bloggers or travelers the ability to "take over" Airbnb for a day and post Instagram stories with their "real-life" experience, not just a staged photo  ALL OUTLETS- Work with a travel blogger as he/she stays in various Airbnbs throughout the world. Tell his/her story through photos and their blog posts, give readers the opportunity to stay where he/she stayed  EARNED  FACEBOOK- Host a free weekend stay at a featured Airbnb by encouraging followers to share post, tag friends, and like the page  ALL OUTLETS- Encourage guests to communicate with customer service and review the house by offering them a 10% off next Airbnb discount code
  13. 13.  EXISTING SUBSCRIPTION/LICENSES  CANVA  PHOTOSHOP  TOOLS  APPROVED- BUFFER, HOOTSUITE  REJECTED- N/A 5. STRATEGIES AND TOOLS
  14. 14.  MEMORIAL DAY 5/29  FIRST DAY OF SUMMER 6/21  FOURTH OF JULY 7/4  LABOR DAY 9/4 NO CURRENT EVENTS LEAD TIMES: LEAD TIMES WILL BE APPROXIMATELY ONE MONTH WITH EFFORTS BEGINNING IN APRIL REPORTING DATES: REPORTING DATES WILL OCCUR ONCE A MONTH AT THE END OF EACH MONTH UNTIL OCTOBER 6. KEY DATES AND TIMING
  15. 15. 7. SOCIAL MEDIA ROLES AND RESPONSIBILITIES SOCIAL MEDIA DIRECTOR- MARGARET POOLE Operates, directs, and oversees all social media outlets. Coordinates and manages all social media plans and objectives. SOCIAL MEDIA MANAGER- JERRY GERVICH Performs day-to-day social media posts and customer service inquiries. Works with social media director to create content that is aligned with brand’s goals. SOCIAL MEDIA COORDINATOR- TOM HAVERFORD Coordinates with social media manager to fine-tune scheduled posts. Point of communication for partnerships with other brands and public figures
  16. 16. 8. SOCIAL MEDIA POLICY “AS A COMPANY THAT USES THE BENEFITS OF TECHNOLOGY AS ITS MAIN PRIORITY, SOCIAL MEDIA STANDS TO BE ONE OF THE MAIN MARKETING TOOLS THAT AIRBNB WILL USE MOVING FORWARD. IT'S A WAY FOR CUSTOMERS TO SHARE THEIR EXPERIENCE IN A GENUINE WAY THAT CAN REACH OTHER CUSTOMER BASES ORGANICALLY. AS AN EMPLOYEE FOR AIRBNB, YOU WILL BE EXPECTED TO KNOW AND DEMONSTRATE ONLY THE BEST PRACTICES IN SOCIAL MEDIA. CUSTOMER SERIVICE WILL BE: POLITE, FRIENDLY, THOUGHTFUL. POSTS WILL BE: GENUINE, SPECIFIC, AND ALWAYS ADHERING TO THE MOTTO OF THE BRAND. POSTS WILL BE USED FOR: BRAND STRENGTHENING, ANNOUNCEMENTS, EVENTS AND STORYTELLING”
  17. 17. SCENARIO 1- RUDE OR HATEFUL COMMENT POSTED ON FACEBOOK ACTION STEPS:  Screenshot  Respond to person politely  Urge them to contact customer service  Inform Social Media Manager PRE-APPROVED MESSAGES: Hi, (name). We're so sorry about your experience with Airbnb, and we'd like the chance to make it better. Can you call our customer service line at 855-424-7262? SCENARIO 2- SOMEONE’S STORY OF AN UNPLEASANT STAY GOES PUBLIC/VIRAL ACTION STEPS:  Screenshot post  Reach out to customer to better the situation  Always offer discounts, coupons, refunds, free nights, etc. based on situation PRE-APPROVED MESSAGES: Depends on nature of situation. 9. CRITICAL RESPONSE PLAN
  18. 18. 10. MEASUREMENT AND REPORTING RESULTS SOCIAL NETWORK URL FOLLOWER COUNT AVG.WEEKLY ACTIVITY AVG. ENGAGEMENT RATE FACEBOOK https://www.face book.com/airbnb/ 5.3M 4-5 TIMES A WEEK 3% INSTAGRAM @AIRBNB 1.8M 1-2 TIMES A DAY 2.5% TWITTER @AIRBNB 580K 2-3 TIMES A DAY 2% PINTEREST PINTEREST.CO M/AIRBNB 44K 3 PINS/DAY 1% LINKEDIN https://www.linke din.com/compan y-beta/309694/ 335K 1/MO .5% RESULTS ASSESSMENT: In 3 months, we are on track to reaching our goal of 2 million Instagram followers with an increase of 200,000 followers. Our engagement, in turn, is higher. The implementation of a frequent Instagram story has steadily increased followers. The blogger’s journey has also brought a 20% increase in Facebook follows.
  19. 19. 1O. MEASUREMENT AND REPORTING RESULTS Qualitative KPIs/Sentiment analysis: An analysis on Facebook pulled from 100 of the most recent comments, wall posts, and shares show a 34% increase in general positivity. As compared to a pull of 100 posts from March of 2017, the posts in June of 2017 have less to do with customer concerns/arguments and more about questions or praise. The opportunity for customers to get in touch directly with customer service through e-mail prevents concerns from being posted publicly. Other: The blogger campaign gave customers a reason to tune-in to the social media platforms, increasing our engagement and followers.

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