- Airbnb's social media priorities for 2017 are growing its online following and community to support revenue goals. Major strategies include increasing content publishing, developing posts on niche networks, and encouraging conversation. - An audit found Facebook as the primary network with 5.3M followers but all networks need more frequent posting. The target audience is 18-30 year olds seeking affordability and experiences. Competitors have strong profiles but lack engagement. - Objectives are increasing unique visitors and followers across platforms while spreading brand messages of unique trips and local experiences. The brand voice is friendly, resourceful, and kind.

1. Social Media Strategy
Jordan Folkes
Feb. 19, 2016

2. Table of Contents
■ Executive Summary
■ Social Media Audit -
– Social Media Assessment
– Website
– Audience
– Competitors
■ Social Media Objectives
■ Online Brand Persona and Voice
■ Strategies andTools
■ Timing and Key Dates
■ Social Media Roles and Responsibilities
■ Social Media Policy
■ Critical Response Plan
■ Measurement and Reporting Results

3. Executive Summary
■ The major social media priorities for 2017 will be growing the online following and
community
■ The primary focus will be to support revenue goals through driving more traffic to the
website by sharing more engaging, relevant content and building deeper relationships
with our customers.The company needs to increase following on smaller networked
sites to create a broad base of social network communities.
– LinkedIn,YouTube
■ Major social strategies will support this objective:
– A plan to increase the volume of content we publish to our social profiles.
– Develop more posts on niched social networks
– Encourage conversations and discoverability of content.

4. Social Media Audit
■ The following is an audit of Airbnb . social media presence to date. It includes an
assessment of all social networks, web traffic, audience demographics, and a
competitor analysis.
Social Network URL Followe
r Count
Average
Weekly
Activity
Average
Engagement Rate
website https://www.airbnb.com/ 1 million +
views
Varies on Deals 27% engagement rate
Twitter https://twitter.com/Airbnb 573K 20 posts per week 250 likes/tweet
Facebook https://www.facebook.com/airbnb/ 5,235,353 5-6 posts per week 80% engagement rate
Google + https://plus.google.com/+airbnb 3,190,520 Last post Sep 28,
2015
0%
LinkedIn https://www.linkedin.com/company-
beta/309694?pathWildcard=309694
332,554 1 post per month 0%
YouTube https://www.youtube.com/user/Air
bnb
61,722 3 videos per
week
Varies from 1000 to 1
millions views
Instagram https://www.instagram.com/airbnb/ 1.6m 8-9 posts per
month
Up to 25,000 likes/per

5. Social Media Audit –Traffic Source
Social Network Volume % ofTraffic Conversion
Rate
website 57.3 million
unique visits
N/A 27% (Bounce
Rate)
Twitter 40,000 unique
visits
2.09% 1.2%
Facebook 500,000 unique
visits
5% 3.2%
Google + N/A N/A N/A
LinkedIn N/A N/A N/A
YouTube 10,000 Unique
views
9.40% N/A
Instagram 800,000 unique
visits
3% 1.5
Time Frame: Feb 10 - 17 Summary: Airbnb.com is the biggest traffic source

6. Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
40% (18-30) 50& Female 50% Instagram 40%Website Affordability
and “hipster”
Convenience
and adventure
30% (31-40) 50% Male 40 & Website 30%Twitter Low cost and
fees
Able to save
and not go to
a hotel while
close to
location
20% (41-55) 10%Twitter 30% LinkedIn
10% (56-80+)
Social Media Audit – Audience
Audience Demographic: People ages 18-30 use Airbnb the most due to affordability
and “hipster” trend.The costs are more affordable than that of a hotel

7. Competitor Name Media Profile Strength Weaknesses
Tripping.com Facebook: @Tripping
Twitter: @Tripping
Instagram: @Tripping
Umbrella for multiple
travel conglomerates.
Strong brand display
Needs to post more on
all platforms
FlipKey Facebook: @FlipKey
Instagram:
@Flipkey_vacation
Twitter: @Flipkey
Offered through a top
competitor, great posts
Low following on
platform
Wimdu Facebook: @Wimdu
Twitter: @Wimdu
Daily tweets. Great
display of brand across
platforms
Not a strong following
VRBO Facebook: @VRBO
Twitter: @VRBO
Top competitor, strong
media following
Does not post
frequently
Social Media Audit –Competitor

8. Social Media Objectives
■ After a strong outing in 2016, and the building of their brand to being the top
competitor in a short amount of time, Airbnb has to develop content for all social
media platforms that will increase there following and spread the name of the
company.
■ Airbnb can benefit from spreading their demographic across the spectrum. College
students going to music festival or spring break vacations, to families travelling, and
business men and women travelling. Demographics can be amplified by sharing
messages that speak to everyone.

9. Social Media Objectives
Key Performance Indicators (KPI)
■ Number of unique visitors from Facebook,Twitter and LinkedIn
■ Followers onTwitter and Instagram
■ Posts per platform
Key Messages
■ Unforgettable trips start here.
■ Book unique homes and experience a city like a local.

10. Online Brand and Persona andVoice
Adjectives that describe Airbnb:
■ Fun
■ Community
■ Unforgettable
■ Home
■ Experience
When interacting with customer we are:
■ Friendly
■ Resourceful
■ Kind

11. Strategies andTools
Paid:
■ Using paid promotions, such as those onTwitter and Facebook for example, to reach out to
users and clients that would otherwise hear about Airbnb through word of mouth.
Owned:
■ Introduce new hashtags that promote a new message.These can be used to implement
company policy or messages used to increase demographic or base of company following.
■ Followers can use retweet messages which allows ”word of mouth” spread.
Earned:
■ Use keywords to implement geotagging, partner with socialites that can influence the
product of Airbnb.
Tools:
Approved: N/A
Rejected: N/A
Existing License: N/A

12. Timing and Key Dates
■ Holiday’s
– NewYear’s Day (January 1st)
– Martin Luther Kin,Jr. Day (January 16th)
– GeorgeWashington's Birthday (February 20th)
– Memorial day (May 29th)
– Independence Day (July 4th)
– Labor Day (September 4th)
– Columbus Day (October 9th)
– Veterans Day (November 10th)
– Thanksgiving Day (November 23rd)
– Christmas Day (December 25th)

13. Social Media Roles and Responsibilities
■ Head of Global Public Relations - Natalie Harrison
– Including global consumer, product & tech and international PR
■ Global Head of Social Marketing and Content - EricToda
– Manage content and increase social standing of company, attract customers
■ Head of Social/Social Media Manager – JasmineAtherton
– Public voice of the company on all external sites.Create, curate, and manage all
published content.

14. Social Media Policy
■ Social media is integral to the success of a growing company.A lot of companies find
success through the influence of their customers who share, retweet, and re-gram
posts that boost their brand. Airbnb, as a home and community based field, should
strive to have customers spread positive word of mouth about the brand ad share ads,
tweets, posts, etc. via social media platforms.
■ Guidelines to follow:
– Be respectful
– Use inclusive language
– Ask before posting
– Be courteous to customer

15. Critical Response Plan
■ ScenarioOne-Inappropriate tweet sent from @Airbnb
– 1.Tweet will be recorded
– 2. Deleted immediately
– 3. Contact Social Media Manager, action will be taken further on their behalf
– 4. Have Social MediaTeam create and curate post with written apology.
– 5. Social Media Manager will take action dependent of severity of post.
– Pre- Approved Messaging:
■ Messaging (on behalf of the company) will be dependent on the nature of the tweet –
developed by Social MediaTeam.

16. Critical Response Plan
■ ScenarioTwo- Customer or Host Complaint
– 1. Reach or to Customer and Host to understand situation
– 2. Alert senior leadership team to any negative posts
– 3. Contact PR department if media spreads story
– 4. Monitor situation
– 5. Offer incentives such as discounts or reimbursements for any damages that may
have been done
– Pre-approved messaging
■ “Sorry to hear that! We love all of our customers, Please DM us so we can sort this
out.” (Sent to customer)
■ Based on incident

17. Measurement and Reporting Rules
Source URL Follower Count Avg. Weekly
Activity
Engagement Rate
LinkedIn https://www.linkedin.co
m/company-
beta/309694?pathWildca
rd=309694
500,000 10 posts per month 5%
YouTube https://www.youtube.com/us
er/Airbnb
100,000 10 videos per week Views up 200%+
Social Network Data
Source Volume % ofTraffic Conversion Rate
Instagram 900,000 unique visit 5% 3.2%
WebsiteTraffic Source Assessment
Timeframe: N/A

18. Measurement and Reporting Results
■ Quantitative KPIs
– Sentiment Analysis
■ An analysis of the interaction on our posts across all platforms have revealed the following:
– Positive sentiment from customers who have experience an Airbnb.
– Word of mouth has spread due to positive feedback
– Proposed Action Items
■ Continue to use hashtags to spread company message
■ Continue to halt negative publicity by engaging with customer
■ Create content that allows customers to interact and show personal experience
Social Network Summary:
Niched use of social sites are gaining an audience due an increase in posts.All previously used major platforms
Increased followers due to regulations and creativity.