Created this social strategy for my Social Media Management class

1. BY DOMINIQUE TORRES
SOCIAL MEDIA STRATEGY

2. TABLE OF CONTENTS
Executive Summary, November 2014
Social Media Audit
Social Media Assessment, November 2014
Traffic Sources Assessment, May 2014 - October 2014
Customer Demographics Assessment
Competitor Assessment
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, November 2014 - January 2015

3. EXECUTIVE SUMMARY
Our major social media priorities for 2017 will be growing our online following and community.
The primary focus will be create and improve meaningful relationships with users in order to have a higher
number of returning users
Two major social strategies will support this objective:
1. A plan to share UGC, using social platforms as a means of story telling
2. Encourage conversations and discoverability of content.

4. SOCIAL MEDIA AUDIT
Social Media Assessment Data as of May 28, 2017
Social
Network
URL Follower Count Average
Weekly
Activity
Average Engagement
Rate
#interactions/reach
Instagram https://www.instagram.co
m/airbnb/
1.9M 2-3 times a
day
2%
Twitter https://twitter.com/Airbnb 597K 1-2 times a
day
2%
Facebook https://www.facebook.com
/airbnb/
6.4M 4-5 times a
week
3%
Pinterest https://www.pinterest.com
/airbnb/
45.2K 3 pins a
day
1%
LinkedIn https://www.linkedin.com/
company-beta/309694/
364.9K 1 per
month
.5%
Assessment Summary:
Most of the reach comes from Facebook, with Instagram following behind that. Engagement is highest on
Instagram, it is especially high for UGC posts. Facebook sees high interactions for customer service related
inquiries, while engagement is focused on more positive and uplifting comments.

5. WEBSITE TRAFFIC SOURCES ASSESSMENT
Timeframe: Monthly average, January 2017 to May 2017
Traffic 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.
Source Volume % of Overall Traffic Conversion Rate
Instagram 2,000 10% .83%
Twitter 1,000 2% .57%
Facebook 3,000 20% 1.73%
Pinterest 750 2% .57%
LinkedIn 500 1% .66%

6. AUDIENCE DEMOGRAPHIC ASSESSMENT
Survey distributed in June/July via email and upon visitor registration. Total applicant
responses: 1500
Audience Demographics Summary:
Most of Airbnb's consumers are females looking for deals and safety, but it is fairly even. Most think of Facebook as their primary
social network when it comes to buying something, but Instagram is a close second and is often more for inspiration. The main
purpose of Airbnb is to find a reliable, interesting, and cultural place to stay while traveling.
Age Distribution Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
5% under18 55% Female 50% Facebook 50% Instagram A reliable and interesting
place to stay while
traveling. Often providing
a cultural
An alternative to a hotel
or hostel
60% 18-30 45% Male 40% Instagram 40% Facebook
15% 31-40 10% Twitter 10% Twitter
15% 41-55
5% 56-80

7. COMPETITOR ASSESSMENT
Competitor Assessment Summary:
The above analysis focused on three major competitors with a strong social presence on Facebook and Twitter. High quality
visual content is a major driver of engagement with their audiences, and the use of a unique brand hashtag generates many
brand mentions on Twitter. Areas where the competition has room for improvement is is variety of postings and engaging more
with customers.
Competitor Name Social Media Profile Strengths Weaknesses
VRBO Facebook @VRBO
Twitter @VRBO
Posts 3-5 times a week,
posts often lead to website
or house listing
Not a large variety of posting
content
Tripping.com Facebook @Tripping
Twitter @Trippng
Posts almost every day, has many
posts that inspire viewers to
book a vacation
Many pictures do not lead to a
house listing or their website in
general
Homeaway Facebook @HomeAway
Twitter @HomeAway
Posts almost every day,
shares actual listings from
website that customers
can click to drive traffic to
website
Posts are very similar, not
too much variety in the
content.

8. SOCIAL MEDIA OBJECTIVES
In 2017, The primary focus will be create and improve meaningful relationships with users in
order to have a higher number of returning users.
Some specific objectives include:
1. Increase unique visitors from social properties to website by 30% in 6 months via:
1. a. Increased posting of real life listings
2. b. Increased use of brand hashtags across all social platforms
2. Increase Instagram followers by 3000 in 6 months.
3. Increase volume of videos published on Facebook and Instagram channels by 20% in 6
months.

9. SOCIAL MEDIA OBJECTIVES
KPIs
1. Number of unique visitors from Facebook,
Twitter and LinkedIn
2. Number of Instagram followers
3. Number of weekly video posts to Facebook
4. Sentiment analysis
Key Messages:
• Travel easily
• Enlighten your travel experience
• More than a place to stay

10. ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
•Reliable
•Cultural
•Adventurous
•Fun
When interacting with customers we are:
Encouraging
Customer-oriented
Friendly
Understanding

11. 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:
Introduce a #Airbnbliving to promote customers to share UGC. Promote hashtag across all social properties, email
newsletters as well as printed promotional material. When customers arrive for registration mention the hashtag and
encourage them to use it if they plan on taking photos of their visit.
Earned:
TWITTER: Engage in search and response by responding to people looking for a “cultural”, “adventurous”, “fun” trip and
telling them to book an Airbnb.
ALL OUTLETS- Encourage guests to communicate with customer service and review the house by offering them a 10% off
next Airbnb discount code

12. Tools
Approved Tools:
Hootsuite
Canva
Rejected Tools:
N/A
Existing
Subscriptions/Licenses:
Photoshop
Illustrator
Hootsuite

13. TIMING AND KEY DATES
Holiday Dates:
MEMORIAL DAY 5/29
FIRST DAY OF SUMMER 6/21
FOURTH OF JULY 7/4
LABOR DAY 9/4
Internal Events:
No current events

14. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Marketing Director – Jonathan Mildenhall
Coordinates high level planning and final approval over budgeting campaigns and strategies
Social Media Manager – Jasmine Atherton
Oversee daily execution f the social media strategy and manage campaigns
Social Media Coordinator – varies by region
Publishes content, monitors engagement and responds to questions on social media.

15. SOCIAL MEDIA POLICY
Social media is a key part in companies large and small in todays market. It’s used to build a
brand and share the thoughts of users about the brand and what they like or wish would change
about it. There are a few guidelines that travel and housing relates brands should follow to
encourage trust in potential travelers.
Answer travel questions quickly.
Stay positive. Don’t trash talk anyone, Including the competition.
Don’t deflect comments from unhappy clients, offer assistance.
Encourage employees to share their opinion if they use your companies services.
Think before you post.

16. CRITICAL RESPONSE PLAN
Scenario 1 - Inappropriate Tweet Sent from @RaincoastADV
Action Plan
1. When Tweet is detected:
◦ Take screenshot
◦ Delete Tweet
◦ Alert Jasmine Atherton (Social Media Manager). If Jasmine is unavailable, alert Jonathan Mildenhall (Marketing Director.)
2. Jasmine to sync with Jonathan to discuss impact and reach, and evaluate further action.
3. Jasmine to develop appropriate follow up Tweet, Jonathan to approve.
4. If media has picked up the Tweet, Jonathan to manage all direct contact.
5. Jonathan and Jasmine to sync with employee responsible for publishing the Tweet to see if disciplinary action is required.
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO
Messaging will be dependent on the nature of the tweet

17. Scenario 2 – Break in, no injuries
Action Plan
1. Site crew to alert Jonathan Mildenhall (Marketing Director).
2. Jonathan to sync with Jasmine (Social Media Manager) and evaluate the number of social media mentions of the situation.
3. If media has picked up the incident, Jonathan to manage all direct contact.
4. Jasmine to push messaging to social channel where the news broke first. Continue to monitor the spread of the news to other social
channels and push messaging there as necessary.
5. Jonathan to evaluate the need for a longer statement and write one, if necessary.
6. Social Coordinators to continue monitoring the situation and bring in Jasmine (Social Media Manager) as needed
Pre-approved messaging:
Twitter: “We’re happy to report no injuries occurred in today’s incident. We pride ourselves in being extremely reliable but sometimes
things happen, we are looking into it.”
Facebook: “A break in occurred today. We’re happy to say no one was injured. In order to assure that everyone is safe we are looking into
the reason behind the break in and will refund the customer.”

18. MEASUREMENT AND REPORTING
Quantitative KPIs
Reporting Period: 3 months
Data as of May 28,2017
Website Traffic Sources Assessment
Timeframe: Monthly average, November 2016 to January 2016
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 6.4 mill 60% 5%
Instagram 1.9 mill 20% 2%

19. Social Network Data
Timeframe: as of May 28, 2017
Social
Network
URL Follower Count Average
Weekly
Activity
Average Engagement
Rate
#interactions/reach
Instagram https://www.instagram.co
m/airbnb/
1.9M 2-3 times a
day
2%
Twitter https://twitter.com/Airbnb 597K 1-2 times a
day
2%
Facebook https://www.facebook.com
/airbnb/
6.4M 4-5 times a
week
3%
Pinterest https://www.pinterest.com
/airbnb/
45.2K 3 pins a
day
1%
LinkedIn https://www.linkedin.com/
company-beta/309694/
364.9K 1 per
month
.5%
In 3 months, we are on track to reaching our goal of adding 150K followers. Our engagement, in turn, is higher. The
implementation of the #airbnbliving has increased UGC circulation.

20. Sentiment analysis
1. Positive feedback from Airbnb guests.
2. Pricing is at the discrepancy of the host, not Airbnb.
3. Positive feedback creates more earned recommendations for our company
Proposed Action Items
1. Continue using sharing UGC on Instagram
2. RT our customers who leave feedback and positive reviews
3. Continue doing surveys and giveaways on social media