- The social media plan aims to increase engagement by promoting Airbnb as a safe, inclusive option through more user-generated content, frequent host promotions, and a complaints page. - An audit found Instagram has the highest engagement but Facebook interactions were low quality. Objectives include growing Instagram visitors and the complaints page followers. - Strategies include paid boosting of popular content, the "#OutOfTown" user-generated content campaign, and responding quickly to complaints while directing users to the complaints page.

1. Social Media Plan
Leanne Sheth
5-28-17
Sunday, May 28, 17

2. Table of Contents
• 3 - Executive Summary
• 4-8 - Social Media Audit
• 9-12 - Social Media Objectives
• 13-14 - Online Brand Persona andVoice
• 15 - 17 - Strategies and Tools
• 18 - Timing and Key Dates
• 19 - Social Media Roles and Responsibilities
• 20-21 - Social Media Policy
• 22-23 - Critical Response Plan
• 24-28 - Measurment and Reporting Results
Sunday, May 28, 17

3. Executive Summary
- Our major social media priority for 2018 will be to increase engagement with our
current users.
- The primary focus will be to promote Air BnB as a safe, inclusive option by
reinforcing our involvement with as many stays as possible.
- Three major social strategies will support this objective:
• Create a designated location for complaints
• More frequent interactions with guests through an increase of user-
generated content.
• Promotion of host locations
Sunday, May 28, 17

4. Social Media Audit
The following is an audit of Air BnB’s social media presence to date. It includes
an assessment of all social networks, web traffic, audience demographics and a
competitor analysis.
Sunday, May 28, 17

5. Social Media
Assessment
Data as of May 10, 2017
The highest number of interactions per post can be found on Instagram.
Facebook interactions consisted of Airbnb customer service with little relevance
to the actual posted content. A separate customer service page should be
created, with a way to send private messages to users.
Sunday, May 28, 17

6. Website Traffic Sources
Timeframe: Monthly average, January 2017 to May 2017
Facebook is the biggest contributor of unique visits to our site. Instagram stories allow
for links and should be properly utilized in the future.
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7. Audience
Demographics
Survey distributed in March/April via email and upon visitor registration.Total
applicant responses: 5,000
Most respondents are college students or graduates looking for a cheap place to stay on
their adventures.They turn to Airbnb due to frustrations with the traditional hotel
system and for a unique experience. Instagram should be focused more heavily, as the
network is projected to grow and is suited for sharing photos.
Sunday, May 28, 17

8. Competitor
Assessment
The three listed competitors all have a massive following from the older
demographics, who do not trust staying in a stranger’s home.Airbnb has a heavy
millennial following, but is failing at engagement and hosts a misguided Facebook
page. If Airbnb applied the strengths of these three competitors to its audience,
there would be massive success.
Sunday, May 28, 17

9. Social Media Objectives
In 2018, the primary focus of our social media strategy will be to increase
engagement and positive interactions with our social media profiles. By creating
captivating posts that highlight our hosts’s destinations,Airbnb will reinforce a
positive relationship with it’s users due to the free promotion, increased interests
with guests and increased activity with the website and app.
Sunday, May 28, 17

10. Specific Objectives
1. Create a separate Facebook page specifically for complains and customer
service, help this page reach 10,000 followers in 6 months
- staffed by 24/7 support team, always ready to answer questions and remedy
complaints
- encourages complaints to be posted to this page instead of the main one
2. Increase Instagram’s unique visitors by 3,000 per month
- accomplished by utilizing Instagram stories, which allows links
3. Increase volume of user generated content by 50% in 6 months
Sunday, May 28, 17

11. KPI
- Number of unique visitors from Instagram
-Volume of positive brand reactions on Facebook’s main page
- Number of followers on Facebook complaints page
- Engagement on Instagram stories
- Engagement on user generated content
- Sentiment Analysis
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12. Key Messages
- Airbnb cares about its hosts and its
guests
- Adventure is attainable for anyone
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13. Overall Brand Persona
andVoice
Adjectives that
describe our brand:
- Compassionate
- Unique
- Fun
- Helpful
- Selfless
When interacting with
customers we are:
- Grateful
- Friendly
- Accommodating
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14. Examples of Current
Interactions:
Don’t do this:
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15. Strategies and Tools
Paid:
- Every Monday, boost user generated content, post must have a minimum organic reach
of 50, as well as a minimum of 20 likes or 5 comments.
- Every Saturday, boost a different host hotspot. Hosts must have overwhelmingly positive
views and availability. Host social media must have more than 100 followers and the post
must receive more than 10 likes or 3 comments.
Owned:
- Introduce #OutOfTown on Instagram,A way for users to repost their vacation photos
during their stays at Airbnb. Repost content weekly through regram or a shout out. Suggest
vacation hotspots in the comments of public #OutOfTown posts. Promote hashtag across
all social properties, email newsletters as well as printed materials.
- When customers arrive at their location, send an app notification with their stay
information as well as a notification of the hashtag.
- Invite guests to the customer service account, with instructions that direct messages are
the most effective way to guarantee a response.
Sunday, May 28, 17

16. Cont.
Earned:
- Monitor Facebook for complaints, including key words such as disappointed/disappointment,
unacceptable, awful, help, refund, payment and decline/declined. Respond to these frustrations
as quickly as possible, but emphasize the customer service and questions page.
- Partner with influencers, particularly beauty bloggers, adventurers and public figures with the
#OutOfTown campaign. Handpick particular hosts to highlight on their stay, with a focus the
individual host’s destination and accommodations of Airbnb.
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17. Tools:
Approved Tools:
Hootsuite
Rejected Tools:
N/A
Existing Subscriptions/Licenses:
Vimeo
Creative Suite
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18. Timing and Key Dates
Holiday Dates:
- Start of Summer (June 21)
- 4th of July
- Last Day of School
- International Friendship Day (August 6th)
- Labor Day
Internal Events
- June 1 - #OutOfTown launches
- July 1- Facebook Airbnb Concierge officially launches
Reporting Dates:
Reporting will occur once a quarter in March, June, September and December.
Sunday, May 28, 17

19. Social Media Roles
- Social Media Director: Dana Directerson
Responsibilities - Oversight on project completion, delegation of tasks.
Creates big picture ideas to be executed by the social media team. Directs
both the main page and the customer service page.
- Social Media Manager: Morgan Manageorium
Responsibilities - Manages social media relationship with executives and
hosts. Focuses on translating the goals of those two parties into social
media strategies. Curates posts and information.
- Social Media Coordinator - Cal Coordsmith
Responsibilities - Selecting photos to repost and monitoring feedback on
the individual posts.
Sunday, May 28, 17

20. Social Media Policy
Social media is a valuable way for loyal guests
and hosts to communicate with the brand.
Our social media should be focused on a
customer-oriented experience, the success of
our hosts and the comfort of our guests are
our top priority.As an employee of Airbnb,
you are expected to put customer service
before engagement, viral content and Airbnb
strategy.
Sunday, May 28, 17

21. Guidelines
- Be respectful and accommodating, the customer is always right
- Be fun when interacting with guests posts that do not pertain to customer service. Make our
guests feel special
- The bigger man bows first
- Be polite and professional.Write with clarity.
- Anyone is a potential customer. Be nice!
- Slag the competition.
- Connect your personal profiles to ours, it may help with future business pursuits with other
organizations!
- Ask if you are unsure
Airbnb is committed to the experience of our hosts and
guests.
Airbnb is a travel companion and guide to our customers.
Airbnb is always willing to assist and receive feedback.
Sunday, May 28, 17

22. Critical Response Plan
Scenario 1 - Inappropriate Post from Airbnb
When the post is detected:
- Take a screenshot
- Delete Tweet
- Alert Morgan Manageorium, if unavailable, Dana Directerson
2. Monitor social media for mentions of the Tweet. Does reparative action need to be taken?
3. Follow up post to be made
5. Drafting of a longer post if necessary
6. Everyone makes mistakes. Get over it.
No pre-approved message, every scenario is different
Sunday, May 28, 17

23. Critical Response Plan
Scenario 2 - Inappropriate Action from Host/Guest goesViral
1. Dana to connect with both guest/host to determine situation
2. Monitor reach/alert everyone
3. Group meeting to be sure everyone is on the same page
4. Draft Facebook and Twitter statment, repost a screenshot for Instagram
5. Draft press release and comments
6.Wait for time to pass. If the issue is major, pin to top of page
No pre-approved message, every scenario is different.
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24. Measurment and
Reporting
Quantitaitive KPIs
Reporting Period: 3 months
Data as of May 1, 2017
Website Traffic Sources Assessment
Timeframe: Monthly average, July - August 2017
Sunday, May 28, 17

25. Measurment
Website Traffic Sources Assessment
Timeframe: Monthly average, July - August 2017
Social Network Data
as of August 1, 2017
Sunday, May 28, 17

26. Analysis
Our Instagram has grown in the past months, hitting our goal sooner than expected.
Facebook still has low interaction despite an increase in followers, a more detailed
analysis will need to be completed.
LinkedIn will assist us with our recent customer service expansion and future hires.
We are considering promoting hosts to work as strategy consultants remotely, and
our LinkedIn will make this process more feasible
#OutOfTown Performance
Most guests love our interactions with their tagged posts, some were confused by the
interaction.We have elected to only interact when the hashtag is used more than
three times.
Reposting photos is also hugely popular among hosts, who appreciate the free
advertisement.
Sunday, May 28, 17

27. Sentiment Analysis
An analysis of interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets
revealed the following:
- Facebook is still predominantely negative feedback that could be better directed to our
concierge page. New strategy needs to be developed.
- Hosts have a more positive perception of Airbnb.
- Communication with hosts and guests needs to be better facilitated, in addition to
penalties created for both parties who break the rules.
Sunday, May 28, 17

28. Future Plans
Proposed Action Items:
- Continue #OutOfTown
- Consider a more comprehensive way of receiving and responding to guest and host
feedback
- Create a host spotlight team to visit and personally photograph the host and the
destination for social media posts, instead of relying on the host to curate posts.
Sunday, May 28, 17