This document outlines Airbnb's social media strategy for 2017. The objectives are to increase engagement on social media through promotions and user-generated content using the hashtag #ExploreMore. The strategy involves posting more engaging content on Facebook, Instagram, and Twitter while also interacting with users and running promotions. It defines roles and guidelines for social media use, and establishes plans to measure the success of initiatives in gaining new followers and user engagement over time.

1. AIRBNB
SOCIAL MEDIA STRATEGY
ALEX STANTON
FEBRUARY 2017

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
a) Website Traffic Assessment
b) Audience Demographics Assessment
c) Competitors Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. EXECUTIVE SUMMARY
Airbnb’s major social media priorities for 2017 will be to gain a larger following.
The primary focus will be on increasing awareness by building stronger relationships with current clients to
influence their sharing of our content as well as utilizing our resources to share more engaging and
interesting content.
Strategies established to carry out this objective:
1. Interact with current client base in a motivating and engaging manner by publishing promotion deals and
giveaways.
2. Share more content and connect with new followers.

4. SOCIAL MEDIA AUDIT
Social Network URL Follower Count Average Weekly Activity
Twitter https://twitter.com/Airbn
b
575,000 10-12
Facebook https://www.facebook.co
m/airbnb/
5,301,651 8
Instagram https://www.instagram.c
om/airbnb/
1,600,000 14 (2/Day)
Social Media Assessment:
As of today, Facebook holds our largest following. However, Instagram also attracts many new customers,
especially in the newer generation of clientele.

5. WEBSITE TRAFFIC ASSESSMENT
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 35,000 Unique
Visits
Information Not
Available
Information Not
Available
Facebook 500,000 Unique
Visits
Information Not
Available
Information Not
Available
Instagram 800,000 Unique
Visits
Information Not
Available
Information Not
Available
Traffic Summary:
Although Facebook
has the largest
following,
Instagram stands
out with the
highest number of
unique visits.

6. AUDIENCE DEMOGRAPHICS ASSESSMENT
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
need
18-30: 53%
31-40: 22%
41-55: 12%
56-80: 10%
30% M, 70%
F
48% M, 52%
F
62% M, 38%
F
49% M, 51%
F
Instagram
Facebook
Facebook
Facebook
Facebook
Twitter
Instagram
Instagram
Adventure
Vacations
Getaways
Vacations
Hotel
alternative
Hotel
alternative
Work travel
Hotel
alternative
Audience
Demographics
Summary:
It is clear that females
are the larger user
demographic, and the
majority of the
audience is under 31
years old.

7. COMPETITOR ASSESSMENT
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Home Away https://www.instagr
am.com/homeaway
/?hl=en
https://www.facebo
ok.com/HomeAway
/
• Large homes
available
• Great for
families
• More
expensive
Tripping.com https://www.instagr
am.com/tripping/?
hl=en
https://www.facebo
ok.com/tripping/
• Frequent
posts on
social media
• Weak content
• Lack of
engagement
with audience
VRBO https://www.facebo
ok.com/VRBO/
• Simple
process
• Specializes in
vacations
• Fewer
properties and
locations
Competitor Assessment
Summary:
Home Away is the stronger
competitor, with Tripping.com
coming up next and finishing
off with VRBO.

8. SOCIAL MEDIA OBJECTIVES
Specific Objectives
1. Introduce the #ExploreMore
hashtag with interesting stories
from traveler experiences. Gain
at least 1,500 shares in 6
months.
2. Increase engagement with
current customers via giveaways
and promotion deals by 25% in
6 months.
3. Increase amount of strong
content such as videos or
photos with stories by 30% in 6
months.
KPIs
1. Number of shares on the
#ExploreMore campaign via
Instagram, Facebook, and
Twitter.
2. Increase in customer following
on Instagram, Facebook and
Twitter from giveaway and
promo campaigns.
3. Number of videos and photo
with stories posted to Facebook,
Instagram and twitter on a
weekly basis.
Key Messages
1. The Experience of a Lifetime
2. Not All Who Wander Are Lost
3. Collect Moments, Not Things

9. ONLINE BRAND PERSONA AND VOICE
Adjectives describing Airbnb as a
Brand:
 Friendly
 Reliable
 Accommodating
 Community
 Adventure
 Safe and Clean
 Professional
When interacting with clients we are…
 Engaging
 Friendly
 Patient
 Attentive
 Trustworthy
 Compassionate
 Helpful

10. STRATEGIES AND TOOLS
Strategies
Paid
Boosts on Facebook posts as well as Ads for
Instagram and Travel websites
Owned
Introduce #ExploreMore and encourage clients to
post the hashtag during their stays to increase
engagement
Earned
Share the stories of more-than-satisfied customers
and partner with celebrities and other influencers
for increased awareness
Tools
Approved Tools
 Hootsuite, Buffer, Adobe Creative Cloud
Rejected Tools
 Information Not Available
Existing Subscriptions + Licenses
 Information Not Available

11. TIMING AND KEY DATES
Holiday Dates
 Valentine’s Day
 Christmas (Eve and Day)
 New Years
 3-Day Weekends
 MLK Day
 Memorial Day
 Labor Day
 President’s Day
 Easter/Passover
 4th of July
 World Tourism Day
Internal Events
 Community and other Volunteer Events
Reporting Dates
 Holiday-related content must go along with
Airbnb’s voice
 Content for holidays should be coordinated at
least one week in advance

12. SOCIAL MEDIA
ROLES AND
RESPONSIBILITIES
Marketing Director Alexandra
Dimiziani
Social Media Manager Jasmine
Atherton
Social Media Coordinator
George Adams

13. SOCIAL MEDIA POLICY
 Acceptance is key
 Compassion and Empathy
 Be patient
 Always be friendly
 Be respectful to the opinions and views of
customers
 Intolerance and Bullying is always prohibited
 Never leave customers in the dust; if you do not
know an answer, transfer them to someone that
does
 Engage with all customers, both positive and
negative
 Stay along the lines of company voice and values
As Airbnb is a company with an online market, proper social media practices are essential to our brand.
Customer satisfaction is always our number one priority and all employees must abide by the following
criteria:

14. CRITICAL RESPONSE PLAN
Scenario 1: Social Media team made an
inappropriate/unplanned post
Action Plan
1. Screenshot said post, then delete immediately.
2. Interpret audience reaction.
3. Confirm who posted it and take whatever action
necessary.
4. Post a genuine apology.
Pre-Approved Messaging:
jkfwjf
Scenario 2: A negative story has gone
viral
Action Plan
1. Reach out to the client involved in the story and
figure out the details of the issue.
2. Assess the situation and address the problem at
its source.
3. Once everything has been sorted out, use
judgement to determine if an apology post
would be helpful.
Pre-Approved Messaging:
jdfnwjlfnw

15. MEASUREMENT AND REPORTING
Qualitative KPIs
 Analyze posts on Facebook and Instagram
 Increased posts by customers using #ExploreMore
Source Percentage of Overall Traffic
Growth
Weekly Activity
Facebook 11% 10-12 Posts
Instagram 20% 14-17 Posts

16. SOCIAL NETWORK DATA
Social Network URL Follower Count Average Weekly
Facebook https://www.facebook.co
m/airbnb/
+200,000 12 Posts
Instagram https://www.instagram.c
om/airbnb/
+400,000 18 Posts
Twitter https://twitter.com/Airbn
b
+60,000 15 Posts
The #ExploreMore campaign was successful because it was an inexpensive and efficient manner to gain a
sufficient amount of followers on all social media accounts