PUR3622 - Project 1: Social Media Strategy Created By: Andrew Wright

1. SOCIAL MEDIA STRATEGY Andrew Wright
February 19, 2017
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2. Table of Contents
1. Executive Summary……………………………………………………………………………………….. 3
2. Social Media Audit…………………………………………………………………………………..…….. 4
3. Social Media Objectives………………………………………………………………………………….. 9
4. Online Brand Persona and Voice……………………………………………………………….…… 11
5. Strategies and Tools ……………………………………………………………………………………... 12
6. Key Dates and Timing…………………………………………………………………………………….. 15
7. Social Media Roles and Responsibilities …………………………………………………………. 16
8. Social Media Policy…………………………………………………………………………………………. 17
9. Critical Response Plan…………………………………………………………………………………….. 19
10.Measurement and Reporting Results……………………………………………………………… 20
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3. EXECUTIVE SUMMARY
• The major social media objectives for 2017 will be to grow our online
following and increase engagement.
• The primary focus will be to target and gain more exposure to our
social media platforms by creating engaging and personal content for
our viewers.
• Two major strategies to support this are:
1. Increase amount of weekly content posted
2. Create more branded content
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4. SOCIAL MEDIA AUDIT
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The following is an audit of Airbnb's social media presence to date.
Social Media Assessment
Network URL Follower Count Weekly Activity Conversion Rate
Facebook facebook.com/airbnb 5,220,891 5 Posts 4.5%
Instagram instagram.com/airbnb 1,600,000 14 Posts 7%
Twitter twitter.com/airbnb 573,000 8 Posts 3.2%
LinkedIn linkedin.com/company
-beta/309694
332,336 2 Posts 0.9%
Traffic Summary
Data as of February 18, 2016
Instagram drives the highest traffic and follower count with over 1.6 Million followers. Twitter is strong
with user interaction but Instagram is the most successful among the three.

5. SOCIAL MEDIA AUDIT
Website Traffic Sources Assessment:
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Source Volume % of Overall Traffic Conversion Rate
Facebook 3,000 Unique Visits 7.5% 11%
Instagram N/A N/A N/A
Twitter 2,100 Unique Visits 5% 7%
LinkedIn 1,500 Unique Visits 2% 5%
Web Traffic Summary
Facebook drives the most traffic to our website. It will be important to continually post links and
articles that lead to our website. Providing more posts to our other social channels may expand our
outreach.

6. SOCIAL MEDIA AUDIT
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Audience Demographics Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Network
Primary Need Secondary
Need
12% 16-24 52% Female Instagram Twitter A reliable and
convenient
place to find
vacation rentals.
Marketplace for
vendors to
connect to
travelers.
23% 25-34 48% Male Twitter Instagram
35% 35-44 Facebook Twitter
20% 45-54 Facebook Instagram
10% 55+ Facebook Twitter

7. SOCIAL MEDIA AUDIT
• Our target demographic is women aged 35-44. The primary social
media used in this age range is Facebook and we will want to target
this channel specifically for more visits to our website and retrieve a
high conversion rate. Creating branded content that sends the
message of finding a “reliable and convenient place to find vacation
rentals” is key.
• Instagram is the second tool we will want to highly emphasize for
people aged 25-34. We will also want to highlight Airbnb as a
“marketplace for vendors” to connect to travelers
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Audience Demographics Summary:

8. SOCIAL MEDIA AUDIT
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Competitor Name Social Media Profile Strengths Weaknesses
Tripping facebook.com/tripping Variations to content such
as videos, images, and
posted links.
Little engagement among
most posts.
FlipKey twitter.com/flipkey Great call-to-action style
postings for audience.
Mostly links to articles and
little variations among the
content posted.
HomeAway instagram.com/homeaway Frequent posts, with at
least one posted image
daily.
Little branded content
posted.
Competitor Assessment Summary
Tripping is the top competitor and has a strong following on all social channels. Tripping succeeds
with providing various forms of content, but has little engagement. HomeAway is very strong on
twitter and is posting similar content to our current Instagram channel but does not have branded
content that tells a story and connects to consumers.

9. SOCIAL MEDIA OBJECTIVES
• In 2017, the focus of the Airbnb social media strategy will be attract more consumers to Airbnb by
gaining more traffic to our website and receive more downloads to the mobile app from our
social channels. The priority of Airbnb will be to grow the online following by being more
engaging and posting relevant content to current and prospective consumers.
• Some specific objectives include:
• Grow online following on all platforms by 4%
• Increase overall user engagement through retweets and shares
• Share the story of Airbnb through more branded content
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10. SOCIAL MEDIA OBJECTIVES
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KPIs
• Number of app downloads
• Follower Counts
• Conversion Rates
• Number of Retweets and Shares
Key Messages
• Belong Anywhere
• Endless Opportunities
• Welcome Home
• We Accept

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ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand: When interacting with customers we are:
Boundless Helpful
Dynamic Friendly
Unique Positive
Examples of Brand Voice in Social Media Interactions:
• Hey there, could you let us know the issues you’ve faced? We’d love to help you out.
• We’re happy to help out there. Let us know if there is anything else you need help with.
• Glad to hear! We hope you enjoy your stay! Thanks for using Airbnb.
• Awesome! Glad to hear about your positive experience!

12. STRATEGIES AND TOOLS
Paid:
• Sponsored Facebook Posts posted every Friday.
• Promote two Organic Tweets once a week that have
the highest share rate.
Owned:
• Use #MyAirbnb and encourage customers to share
their past experience using Airbnb.
• Continue to use #WeAccept and expand upon brand
messaging.
Earned:
• Launch promotional contests for users that engage.
• Monitor key words and retweet exciting posts.
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Image Source:
http://www.truedsocial.com

13. STRATEGIES AND TOOLS
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Social Media Analytics
• Hootsuite
• Google Analytics
• Twitter Analytics
• Facebook Analytics
• Buffer
Editing Software
• Photoshop
• Indesign
• Premiere Pro
Approved & Existing Licenses Rejected Tools
N/A

14. STRATEGIES AND TOOLS
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15. KEY DATES AND TIMING
• TBA
• WILL OCCUR LAST FRIDAY OF EACH MONTH
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Internal Events
Reporting Events
Holiday Dates
• Valentines Day (February 14th)
• Spring Break (March 2017)
• 4th of July (July 4th)
• Christmas (December 25th)
• Bi-Weekly meetings on current progress
• National Travel and Tourism Week (May 7-13)

16. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Social Media Director: Jill Kelly
Responsibilities: Keeps social media teams on track and leads the overall
strategic plan.
Social Media Manager: James Day
Responsibilities: Develops branded content for Airbnb in order to reach the
company's target customers. Creates and manages all published content on
all platforms (Facebook, Instagram, Twitter, LinkedIn).
Social Media Coordinator: Mark Davis
Responsibilities: Develops strategies to increase engagement and following.
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17. POLICY GUIDELINES
• Be Respectful
• Maintain the Brand Image
• Be Honest and Accurate
• Be Helpful
• Copyright and References should be enforced
• Inappropriate content is not tolerated
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18. CRITICAL RESPONSE PLAN
Scenario 1 : Controversial Twitter Post @airbnb
"@Airbnb is the absolute worst! Do not use their service!"
• Action Plan:
• Kindly respond to post using pre-approved messaging
• Offer promo to customer for inconvenience.
• Keep record of issue
• Pre-approved messaging:
We’re sorry about your experience. If you could DM us your Name and Email address we’d like to
discuss further action.
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19. CRITICAL RESPONSE PLAN
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Scenario 2 : Inappropriate post from employee on company page
Action Plan:
• Take a screenshot of the inappropriate post.
• Delete the post.
• Inform the social media manager about the post.
• Post approved messaging if needed
• Pre-approved messaging:
Earlier today there was a post that was ill mattered and unrepresentative of our brand.
We’re are sorry for any harm this may have caused and are further looking into the details.

20. MEASUREMENT AND REPORTING
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Quantitative KPIs
Reporting Period: 3 Months (February – May 2017)
Data as of May 1st 2017
Website Traffic Sources Assessment
Timeframe: Monthly average,
Source Volume % of Overall Traffic Conversion Rate
Facebook 4,000 Unique Visits
+25%
8% 15%
Instagram N/A N/A N/A
Twitter 2,900 Unique Visits
+30%
5.5% 8.5%
LinkedIn 2,500 Unique Visits
+40%
4% 6.5%

21. MEASUREMENT AND REPORTING
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Social Network Data
Timeframe: as of May 1st, 2017
Network URL Follower Count Weekly Activity Conversion Rate
Facebook facebook.com/airbnb 5,350,000 7 Posts 4.9%
Instagram instagram.com/airbnb 1,700,000 14 Posts 7.5%
Twitter twitter.com/airbnb 623,000 10 Posts 4.2%
LinkedIn linkedin.com/company
-beta/309694
335,000 5 Posts 1.9%
The implemented social strategies have had a positive growth on our overall social media following. With
increased weekly activity, all of our conversion rates for each platform have increased.

22. MEASUREMENT AND REPORTING
• Sentiment Analysis
• Our social media objectives have
surpassed our expectations. Our weekly
following and engagement have all
increased. The volume of our website
hits have all ranged from 25%-40%
increases with LinkedIn having the most
growth.
• At 623,000 followers, we will continue
to post more daily content on twitter to
reach a greater following to our
Facebook and Instagram accounts.
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23. MEASUREMENT
AND REPORTING
• Future Actions
• Consider more free rewards
and social media contests
• Expand upon the #WeAccept
hastag
• Continue to be encouraging
and welcoming to all
customers
• Expand to more platforms
(Snapchat)
• Continue to develop branded
video content
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Image Source: technewstoday.com