Airbnb Social Media Strategy

1. Social Media Strategy
Nicholas Pegg
Feb. 2017

2. Table of Contents
1. Cover Page
2. Table of Contents
3. Executive Summary
4. Social Media Audit
• Social Media Assessment
• Traffic Sources Assessment
• Customer Demographics Assessment
• Competitor Assessment
5. Social Media Objectives
6. Online Brand Persona and Voice
7. Strategies and Tools
8. Timing and Key Dates
9. Social Media Roles and Responsibilities
10. Social Media Policy
11. Critical Response Plan
12. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
Airbnb is one of the fastest growing companies in the United States. We are primarily an online business so it is
imperative that our Social Media is up to date and firing on all cylinders.
Our goal for this year is to steadily increase the amount of customers we drive to our website through our various
social media accounts. We hope to increase our followers across all platforms and really focus on creating a positive
brand image by aiding and connecting with our customers as much as possible.
Major Strategies:
1. Generate more potential customers to our website via our social media platforms
2. Generate relatable content and interact more with our followers
3. Focus on delivering content more effectively and efficiently

4. SOCIAL MEDIA AUDIT
Below is the Social Media Audit for Airbnb:
Social Media Assessment:
As of 2/19/2017
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook https://www.faceboo
k.com/airbnb 5,225,944
About 6 Posts per
Week
75% Engagement
Twitter https://twitter.com/ai
rbnb 573,000 20 + Posts Per Week 5% Engagement
Instagram https://www.instagra
m.com/airbnb/?hl=e
n
1,600,000
2-3 Posts/Day
14 Per Week
10% Engagement
LinkedIn https://www.linkedin.
com/company/airbn
b
332,484 1 Per Month 0-1% Engagement

5. SOCIAL MEDIA AUDIT (CONTINUED)
SOCIAL MEDIA AUDIT ASSESSMENT:
STRONG PRESENCE ON FACEBOOK AND INSTAGRAM
WEBSITE TRAFFIC SOURCES ASSESSMENT:
(THIS MONTH)
Source Volume
% of Overall
Traffic
Conversion
Rate
Facebook 200,000
Unique Visits
Not Sure Not Sure
Twitter 25,000
Unique Visits
Not Sure Not Sure
Instagram 400,000
Unique Visits
Note Sure Not Sure
LinkedIn 15,000
Unique Visits
Not Sure Not Sure
Summary: Instagram most likely has the most unique visits

6. SOCIAL MEDIA AUDIT (CONTINUED)
AUDIENCE DEMOGRAPHIC ASSESSMENT:
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need
Secondary
Need
45% 18 - 30
35% 31- 40
15% 41- 55
5% 56 – 80+
60% Male
40% Female
40 % Facebook
35% Instagram
20% Twitter
5% LinkedIn
50 % Instagram
40% Facebook
10% Twitter
To find a unique
and quick
accommodation
online or through
your mobile
phone.
To travel and stay
in amazing
locations all over
the world.
Audience Demographic Summary:
The majority of followers are relatively younger. Males primarily follow our accounts and they
uses Facebook primarily to do so. Followed closely by Instagram. People’s needs who follow us
are individuals looking for a hassle free, unique place to stay through a mobile app or online.
Travelers also follow our sites.

7. SOCIAL MEDIA AUDIT (CONTINUED)
COMPETITOR ASSESSMENT:
Competitor Name Social Media Profile Strengths Weaknesses
VRBO
FB: @vrbo
Twitter: @vrbo
Very professional website and
posts on their sites. Seems very
friendly.
Lacking a presence on
Instagram, which is a huge way
to reach audiences, especially
younger ones.
Homeaway.com
FB: @HomeAway
Twitter: @homeaway
Insta: @homeaway
Good Facebook following but
average on other accounts. Nice
Instagram photos.
Needs to get more followers on
Instagram.
Hotels.com
FB: @Hotels.comUS
Twitter: @hotelsdotcom
Insta: @hotelsdotcom
Great travel photos on
Instagram. Strong Twitter and
Facebook presence
Lacking an Instagram following.
Booking.com
FB:@booking.com
Twitter:@booking.com
INSTA:@booking.com
Have a decent social media
presence. Good Instagram
photos.
Seem to be lacking that modern
touch. Less followers than some
competitors.
Summary: Airbnb has some strong competitors out there, some have a strong social media presence as well.
Airbnb needs a strong showing this year to keep up.

8. SOCIAL MEDIA OBJECTIVES
In 2017, or main objective for Airbnb’s social media presence, is to continue to
establish a loyal following and also drive our followers to our website or our
mobile application.
Specific Goals:
1) Increase visitors across all social media platforms by 20% at the end of the
year.
2) Reach 40k Twitter followers by the end of the year
3) Increase traffic to our website and mobile application, via social media, by
5% each month.

9. SOCIAL MEDIA OBJECTIVES (CONTINUED)
KPIs:
1. Number of visitors across all social media platforms
2. Number of Twitter and Instagram followers
3. Percentage increase in website traffic
Key Messages:
1) The world is your oyster, get lost in it
2) Let Airbnb help you, find the world

10. ONLINE BRAND PERSONA & VOICE
Adjectives that describe Airbnb:
• Adventurous
• Cheerful
• Exciting
• New
• Future
When Interacting with Customers we are:
• Respectful
• Encouraging
• Helpful
• Kind

11. STRATEGIES AND TOOLS
Paid: Twice a week we will use a paid advertising platform, such as Facebook Ads to promote an organic advertisement that promotes out social
media message.
Owned: We will introduce the hashtag #traveltogether to promote traveling and unity as a nation. I feel as though this will easily catch on and
resonate with out users. There is a lot going on in the world right now and showing unity is a strong and welcoming stance to take as a company.
Should get a positive reacton.
Earned: Follow more influencers and people who will help bring relatable followers to our social media page. Follow hashtag trends for words
related to travel or rental or vacation. Interact with followers and offer deals and discounts to attract and maintain following.
Tools: Not Enough Information Given (by company).

12. TIMING AND KEY DATES
Key times of business for our company:
1. Christmas Eve/Christmas Day
2. New Years
3. Thanksgiving
4. 4th of July (independence Day)
5. Memorial Day
6. Hanukkah
7. Labor Day
8. Summer Months (June – August)
9. MLK Day

13. SOCIAL MEDIA ROLES &
RESPONSIBILITIES
Social Media Director: Kyle Williams
• Guides and monitors a company’s social media efforts
Social Media Manager: Jasmine Atherton
• Developing and implementing marketing strategies for a company’s
social media platforms
Social Media Coordinator: Khoi Tran
• Introduce new content and material, generate excitement around the
company via social media.

14. SOCIAL MEDIA POLICY
In today’s world we are as connected as ever
before. Through one click we have the ability to
reach millions. We have a duty to be professional,
respectful, and honest to our customers on social
media. That is why it is important to remember
these guidelines:
1. Be respectful to all customers
2. Do not curse or use profanity
3. Be professional, yet relatable
4. Be accurate while responding to customers
5. Do not respond to a antagonizing follower
6. Think twice before you click

15. CRITICAL RESPONSE PLAN
Scenario 1: Inappropriate Picture or Tweet is Sent out by Department
Action Plan:
1. Screenshot the photo or tweet for evidence
2. Immediately delete the tweet from feed
3. Notify the Social Media Manager and/or the Marketing Director
4. Evaluate the situation
5. Find out who sent the tweet
6. See if there is any negative reaction from the tweet
After you go through the action plan, be sure to send out an automated
tweet, decided upon previously by the marketing/social media
departments.

16. MEASUREMENT & REPORTING RESULTS
Quantitative KPIs: N/A
Social Network Data:
Social Network Followers Activity Engagement
Facebook 5,225,944 6 Posts Per Week No Data
Twitter 573,000 20 Posts Per
Week
No Data
Instagram 1,600,000 14 Posts Per
Week
No Data