How to Ace Global Marketing Like Airbnb

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Deep tactical dive into the 3 main global marketing tactics Airbnb used in the early days and continues to use now to win 190+ markets and completely dominate the hospitality industry.

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How to Ace Global Marketing Like Airbnb

  1. 1. HOW ? In just , Airbnb got into …. 8YEARS 190+ 34000 2M+ COUNTRIES CITIES HOMES
  2. 2. Airbnb is now among the world’s TOP 5 MOST VALUABLE private companies at USD $30B
  3. 3. Its valuation is HIGHER than all major hotel chains right?! Unbelievable,
  4. 4. VALUATIONVALUATION $23.2B $18.59B $12.4B $10.2B $8.9B $6.9B $2.9B $23.2B $18.59B $12.4B $10.2B $8.9B $6.9B $2.9B REVENUEREVENUE $340M $2.9B $3.6B $1.4B $1.58B $1.56B $1B $241.5M $340M $2.9B $3.6B $1.4B $1.58B $1.56B $1B $241.5M COMPANYCOMPANY Hilton Worldwide Marriott International Starwood Hotels Accor Hotels Wyndham Hyatt Hotels Choice Hotels Hilton Worldwide Marriott International Starwood Hotels Accor Hotels Wyndham Hyatt Hotels Choice Hotels $25.5BAirbnb Airbnb vs Hotels - Q3 2015 - https://skift.com/2016/05/03/state-of-travel-2016-airbnb-vs-hotel-rivals-in-6-charts/ Check out their valuation Crazy huh?
  5. 5. $9.9B That equals might seem like a small number… but the hotel industry is a $550 billion revenue pie. 1.8% https://skift.com/2016/05/03/state-of-travel-2016-airbnb-vs-hotel-rivals-in-6-charts/ Demand for Airbnb Accomodations as a Percentage of Traditional Hotel Demand (U.S.) AUGJULJUNMAYAPRMARFEBJAN 2015 DECNOVOCT 2014 1.2% 1.4% 1.6% 1.8% 1.0%
  6. 6. 113% in 2015 89% in 2016 Airbnb’s revenue is growing rapidly each year http://www.bizjournals.com/sanfrancisco/news/2016/09/01/airbnbs-revenue-soars-compared-to-hotels.html Airbnb vs Public Competitors - Revenue Growth - Marriott Expedia HomeAway Airbnb 113% Wyndham 8% 20% 24% -2%Starwood 6%
  7. 7. Part of this growth was spurred by a crisis in their mission in 2011
  8. 8. Brian Chesky, Co-Founder and CEO international is really important we had to be international — we had to be a GLOBAL travel network. By early 2011, we were primarily an American company. But it became very clear that We’re a travel company. Us not being international is like your phone not having email… So it became very clear that
  9. 9. After Airbnb started expanding worldwide, they became unstoppable.
  10. 10. Brian Chesky, Co-Founder and CEO, Airbnb We were international much sooner than any other company we had heard of, or seen… WE WANTED TO BE TRAILBLAZERS.
  11. 11. And trailblaze they did.
  12. 12. 201520142013201220112010 $0 $5M $10M $15M $17M Number of Summer Airbnb Guests http://dadaviz.com/i/4869/ Here’s Airbnb’s 353x GROWTH in 5 years’ time Yes, you read that right. 353x !
  13. 13. Airbnb’s reach really took off after they started tackling the GLOBAL MARKET 201520142013201220112010 $0 $5M $10M $15M $17M Number of Summer Airbnb Guests http://dadaviz.com/i/4869/ Beginning of international expansion
  14. 14. 201520142013201220112010 $0 $5M $10M $15M $17M Number of Summer Airbnb Guests http://dadaviz.com/i/4869/ Beginning of international expansion Aggressive international acquisitions & new global offices Airbnb’s reach really took off after they started tackling the GLOBAL MARKET
  15. 15. How did they do it? What’s their secret weapon?
  16. 16. - T WO WO R DS -
  17. 17. Yep, it’s that simple. Your client sees your marketing first. That’s how they’ll judge if your product is a hit or miss.
  18. 18. Global Marketing usually involves: TRANSLATION PRICING TWEAKS PRODUCT CHANGES LOCALIZATION EVENTS CHANGES IN GRAPHICS ADVERTISING & PROMOTION CUSTOMER SUPPORT DISTRIBUTION
  19. 19. TRANSLATION PRICING TWEAKS PRODUCT CHANGES LOCALIZATION EVENTS CHANGES IN GRAPHICS ADVERTISING & PROMOTION CUSTOMER SUPPORT DISTRIBUTION Do you notice a common thread?
  20. 20. TRANSLATION PRICING TWEAKS PRODUCT CHANGES LOCALIZATION EVENTS CHANGES IN GRAPHICS ADVERTISING & PROMOTION CUSTOMER SUPPORT DISTRIBUTION They all focus on the Local Market
  21. 21. your client will feel disconnected If your global marketing is too foreign one-size-fits-allor They won’t stick with you
  22. 22. Alfred Lin, Partner at Sequoia Capital & Board Member of Airbnb We’re trying to fill the immensely global & local missions of the company at the same time. GLOBAL LOCAL
  23. 23. Airbnb convinced 2 MILLION households to welcome strangers into their homes. That’s powerful marketing at a global scale.
  24. 24. Here at , we’ve helped 1,000+ companies go global. We’ve picked up a few tips along the way. We Would Know.
  25. 25. Let’s dive into how they did it. now
  26. 26. Airbnb’s STRATEGIES TO GLOBAL MARKETING
  27. 27. Commit to Locally-Inspired Content Marketing
  28. 28. a story that works well in one country might be ineffective — or worse, offensive — in another. but Great marketing drives growth,
  29. 29. &top-down strategy bottom-up strategy A mix of Airbnb’s solution?
  30. 30. Airbnb used high-level data on their user base to craft messaging for each market’s needs. Strategy Top-Down
  31. 31. MARKET-SPECIFIC VIDEOS C AS E ST U D Y
  32. 32. 1. Search for a listing 2. Book a room 3. Create a wish list 4. Contact hosts or Airbnb In East Asia, Airbnb found the most popular searches were”how-tohow-to“ M A R K E T- S P E C I F I C V I D E OS C AS E ST U D Y
  33. 33. M A R K E T- S P E C I F I C V I D E OS C AS E ST U D Y SolutionSolution They put together a video that features a young local planning a trip, dealing with all these questions.
  34. 34. Jasmine Maleknia, Social Media Manager, Airbnb Voiceovers are part of Airbnb’s localization strategy, “because cultural nuances are lost in translation on subtitles.”
  35. 35. The best localized content will always come from local partners. Bottom-Up Strategy
  36. 36. Dennis Goedegebuure, former Head of Global SEO, Airbnb The real challenge of global strategy isn’t how big you can get, but how small you can get.
  37. 37. It has a built-in network of users who can help tailor marketing to their own countries. Airbnb is community-driven.
  38. 38. NEIGHBORHOODS C AS E ST U D Y
  39. 39. N E I G H B O R H O O DS C AS E ST U D Y 580+ 20+ 30+PAGES CITIES LOCALIZED SITES The section on Airbnb’s site has a lot of content. ”NeighborhoodsNeighborhoods“ How does Airbnb pull this off?
  40. 40. N E I G H B O R H O O DS C AS E ST U D Y SolutionSolution They mobilized their community and used local partners. Airbnb builds each individual “Neighborhoods” site, then hires a to provide the content. This is why each “Neighborhoods” page has an . authentically local feellocal freelance editorial team
  41. 41. Dennis Goedegebuure, former Head of Global SEO, Airbnb Delivering a best in class user experience, both from a content standpoint, as well as making it easy to navigate, has proven to be successful for Airbnb.
  42. 42. This made the site more discoverable, right after they expanded globally. Neighborhoods actually had a BIG IMPACT on building Airbnb’s SEO ResultsResults N E I G H B O R H O O DS C AS E ST U D Y successful?Just how
  43. 43. Leverage Word-Of-Mouth in Global Communities
  44. 44. Gustaf Alstromer, Growth PM, Airbnb Our users tell the story better than we do.
  45. 45. For Airbnb, WORD-OF-MOUTH is critical to international expansion.
  46. 46. that awards both referrer and referee with Airbnb credits. So Airbnb built a referral program Referee Referrer Airbnb Credit
  47. 47. And they made sure this was focused locally as well.
  48. 48. LOCAL PLATFORMS & INFLUENCERS C AS E ST U D Y
  49. 49. LO C A L P L AT F O R M S & I N F L U E N C E R S C AS E ST U D Y Consumers in Asia tend to be ”mobile-firstmobile-first“
  50. 50. LO C A L P L AT F O R M S & I N F L U E N C E R S C AS E ST U D Y SolutionSolution Airbnb’s East Asia referral program focused on mobile users. They targeted in the region. Weibo Whatsapp WeChat popular messaging apps
  51. 51. LO C A L P L AT F O R M S & I N F L U E N C E R S C AS E ST U D Y One Weibo celebrity single-handedly brought in thousands of signups from his 2M+ followers. Airbnb reached out to a few key digital influencers. ResultsResults
  52. 52. Prioritize High-Quality Translations
  53. 53. Jason Katz-Brown, International Growth Engineer, Airbnb We’ve taken many steps toward localization, one of which is translation.
  54. 54. Today Airbnb is available in 26L A N G U A G E S
  55. 55. they carry out. They’ve invested in to handle the massive volume of localization
  56. 56. MANAGE TRANSLATION CHALLENGES BASED ON DATA 1H I G H - Q UA L I T Y T R A N S L AT I O N
  57. 57. DATA- D R I V E N S O L U T I O N S H I G H - Q UA L I T Y T R A N S L AT I O N Airbnb decided to localize its Japanese site a weekbefore CEO Brian Chesky visited the Tokyo office. That’s words of content to translate. 400,000
  58. 58. DATA- D R I V E N S O L U T I O N S H I G H - Q UA L I T Y T R A N S L AT I O N There was no way they could translate and ship that quickly… Right?! WRONG!
  59. 59. DATA- D R I V E N S O L U T I O N S H I G H - Q UA L I T Y T R A N S L AT I O N based on accumulated views in a 4-day period. Airbnb engineers built a system that SolutionSolution prioritized website text
  60. 60. DATA- D R I V E N S O L U T I O N S H I G H - Q UA L I T Y T R A N S L AT I O N starting from content most viewed to content Based on that data, they translated least viewed
  61. 61. DATA- D R I V E N S O L U T I O N S H I G H - Q UA L I T Y T R A N S L AT I O N turnaround in .jp site traffic 1 WEEK 180% GROWTH for translation within 1 year of localization ResultsResults Read more about Airbnb’s epic launch from their own engineering team.
  62. 62. USE A TRANSLATION MANAGEMENT SYSTEM ( TMS ) TOOL 2H I G H - Q UA L I T Y T R A N S L AT I O N
  63. 63. T M S H I G H - Q UA L I T Y T R A N S L AT I O N they can flawlessly and automatically manage translations With Airbnb’s custom-built TMS, for every new update to existing content.
  64. 64. T M S H I G H - Q UA L I T Y T R A N S L AT I O N save time & increase efficiency in producing local texts for global marketing campaigns. This TMS helped Airbnb to ResultsResults Read Airbnb’s engineers’s overview of their internal workflow automation system.
  65. 65. GO THE EXTRA MILE IN CONNECTING TO YOUR USER 3H I G H - Q UA L I T Y T R A N S L AT I O N
  66. 66. C O N N E C T TO U S E R H I G H - Q UA L I T Y T R A N S L AT I O N Some companies ignore between regions small language differences British English Colour Centre Organise American English Color Center Organize vs
  67. 67. C O N N E C T TO U S E R H I G H - Q UA L I T Y T R A N S L AT I O N Their engineers have even for individually. Airbnb has paid close attention to these variants in their marketing. built an app switching spellings
  68. 68. C O N N E C T TO U S E R H I G H - Q UA L I T Y T R A N S L AT I O N ~ in every city ~ VERY HAPPY! This makes their users ResultsResults
  69. 69. Prioritize High-Quality Translations Leverage Word-Of-Mouth in Global Communities Commit to Locally-Inspired Content Marketing To sum up, here are Airbnb’s 3 key takeaways for global marketers:
  70. 70. Want more insights on going global? Want to read other localization case studies? Subscribe to Blog
  71. 71. Download this deck @ bit.ly/onesky-ppt Brought to you by the Content Team at OneSky Localization content@oneskyapp.com

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