The social media strategy document outlines Airbnb's plan to improve engagement and increase returning users in 2017. Key objectives include sharing more user-generated content to tell stories and boost credibility, as well as encouraging interactions through contests and influencer partnerships. The strategy identifies Instagram and Facebook as the top performing channels and provides roles, policies, and response plans for social media management. Progress will be measured through analytics on engagement, traffic sources, and sentiment analysis on social media interactions.

1. Social Media Strategy
By Elise Engle

2. Table of Contents
1. Executive Summary - Nov. 2016
2. Social Media Audit
A. Social Media Assessment - Nov. 2016
B. Traffic Sources Assessment - May 2016 to Oct. 2016
C. Customer Demographics Assessment
D. Competitor Assessment
3. Social Media Objectives
4. Online Persona
5. Strategies & Tools
6. Timing & Key Dates
7. Social Media Roles & Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement & Reporting Results - Nov. 2016 to February 2017

3. Executive Summary
Objective
Create and improve meaningful relationships with users in
order to have a higher number of returning users in 2017.
Strategies to Support Objective:
1. Use social media as a platform for storytelling by sharing
experiences and user-generated content.
2. Encourage interactions from users through giveaways
and communication over social media channels.

4. Social Media Assessment
Instagram and Facebook see the most engagement, so we
should utilize these channels more. LinkedIn should either be
discontinued or improved. November 2016.
Social Network URL Follower Count Average Weekly Activity
(Posts)
Average Engagement
Rate
Instagram https://www.instagram.co
m/airbnb
1.6M 14 ~21,939 likes / ~256
comments
Twitter https://twitter.com/Airbnb 573K 8 15%
Facebook https://www.facebook.com
/airbnb/
5.2M 3 18%
LinkedIn https://www.linkedin.com/c
ompany/airbnb
332,496 2 5%

5. Web Traffic Sources Assessment
Users are more likely to visit the website through Facebook,
so we should increase ads there. November 2016.
Source Volume (Unique Views) % of Overall Traffic Conversion Rate
Instagram NO DATA NO DATA NO DATA
Twitter 5K 15% 4%
Facebook 15K 60% 5%
LinkedIn 700 4% 1%

6. Audience Demographics Assessment
We should aim to engage more women. We should also target
families and show them content as to how Airbnb could be a
good option for traveling with children.
Age Distribution Gender
Distribution
Primary Social
Network
Secondary Social
Networking
Primary Need Secondary Need
65% 18-30 40% F 50% Facebook 45% Instagram Visit a new place. Alternative to the
traditional hotel.
10% 31-40 60% M 35% Instagram 20% Facebook Have a new
experience.
5% 41-55 15% Twitter 15% Twitter
20% 56-80

7. Competitor Assessment
Although these competitors have been successful, they lack
the same level of engagement and culture as Airbnb.
Competitor Name Social Media Profile Strengths Weaknesses
Tripping https://www.facebook.com/tri
pping/
Appealing for long-term
rentals.
Smaller social media
audience.
FlipKey https://www.instagram.com/fl
ipkey_vacation/
Property listing is free. Not utilizing Instagram.
VRBO https://www.facebook.com/V
RBO
Properties get average of
127 inquiries a year.
Not as many property
listings.

8. Social Media Objectives
Our goal is to create and improve meaningful relationships with users in order to have a higher number of returning users in
2017,which will ultimately lead to stronger brand loyalty and higher revenues.
Social Media Objectives to Support Business Goals:
1. Share more user-generated content in order to tell more stories and boost credibility in the eyes of potential users.
a. 15 blog posts a month of users tellings stories.
b. Raise 2 Instagram posts (created by users, shared on company account) a day to 3.
2. Encourage interactions with users through giveaways and partnerships with influencers.
a. Have a monthly contest to give away a free trip. (Ex: Share on social media why you could use a trip, use chosen hashtag)
b. Partner with 4 social media influencers a month, give them a free stay and have them tag Airbnb in their posts.This will
boost reach and show potential users properties they may be interested in.
KPIs
Quantitative
Number of unique visitors from social media channels.
Number of followers on social media channels.
Higher average number of bookings per property.
Qualitative
Improved user feedback left in comments on the website and social media.
Key Supporting Messages:
Exciting experiences, made easy.
Find a home anywhere you go, even if it's just for a night.

9. Online Brand Persona & Voice
Adjectives That Describe Our Brand:
Adventurous
Wild
Serene
Fulfilling
Examples of Brand Voice in Social Media Interactions:
Understanding
Encouraging
Playful
Motivating

10. Strategies & Tools
Paid:
Create a sponsored ad on Instagram each week using the previous week's highest performing image.
Owned:
Choose satisfied users to write blog posts about their experience and share on the company blog.
Earned:
Partner with influencers popular for travel-related posts. Create videos/photos of their experiences
and share the content on both channels.
Repost more images posted by users and reward them with merchandise and discount codes.
Tools
Approved
Hootsuite
Crowdfire
Rejected
N/A
Existing Subscriptions/Licences:
Adobe Creative Suite

11. Timing & Key Dates
Key Dates
New Years
MLK Jr. Day - Long Weekend
Memorial Day
Independence Day
Labor Day
Columbus Day
Veterans Day
Thanksgiving
Christmas/Winter Holidays
Lead Times
Begin thinking about campaign 3 weeks prior
Finalize and schedule a week before
Reporting Dates
Quarterly
February
May
August
November
*Holidays are
important to us,
because that’s when
our users travel.

12. Social Media Roles & Responsibilities
Marketing Director
Responsibilities:
Assesses analytics and post performance
Social Media Manager
Responsibilities:
Develops and implements social media strategy
Social Media Coordinator
Responsibilities:
Engage with followers on channels
Creates and schedules relevant content

13. Social Media Policy
Through social media, we aim to create and maintain valuable
relationships with users.
1. Above all else, be respectful.
2. Remember that your actions reflect Airbnb as a whole.
3. Be negative never.
4. Keep competition out of the conversation.
5. Triple check before you tweet.

14. Critical Response Plan
Scenario One
Inappropriate message posted from Airbnb social channel.
Action Steps
1. Screenshot the tweet.
2. Delete the tweet.
3. Inform the social media manager. If unavailable, contact the marketing director.
4. Social media manager and marketing director create follow-up tweet.
5. Discuss disciplinary action.
Pre-approved Messaging
The message will be dependent on the degree of impact.
Scenario Two
Customer's negative experience goes viral.
Action Steps
1. Develop personal and public response, consider compensation.
2. Prepare media statement.
3. Apologize publicly.
Pre-approved Messaging
The message will be dependent on the degree of impact.

15. Measurement & Reporting
Quantitative KPIs
Reporting Period: 3 months
Data as of Feb. 2017

16. Social Network Data
February 2017.
Network URL Follower Count Avg. Weekly Activity
(Posts)
Avg. Engagement
Rate
Instagram https://www.instagram
.com/airbnb
1.9M 21 ~35,659 likes / ~298
comments
Twitter https://twitter.com/Airb
nb
632K 15 23%
Facebook https://www.facebook.
com/airbnb/
5.8M 5 21%
LinkedIn https://www.linkedin.c
om/company/airbnb
335,279 3 8%

17. Website Traffic Data
February 2017.
Source Volume (Unique Views) % of Overall Traffic Conversion Rate
Instagram NO DATA NO DATA NO DATA
Twitter 7K 17% 6%
Facebook 18K 64% 9%
LinkedIn 900 4% 1%

18. Reporting Cont.
Qualitative KPIs
Sentiment Analysis
After screening comments, we saw the following:
1. Happier customers and more positive comments
2. More customers sharing their experience on social media.
Future Actions
Launch a campaign aimed to engage potential users in
countries with the lowest number of unique visits.