This is my social media strategy if I was in charge of handling the social media management of Airbnb.

1. SOCIAL MEDIA STRATEGY
ALANA GARCIA
FEBRUARY 19, 2017

2. TABLES OF
CONTENTS
1. Executive
Summary……………………………………………..3
2. Social Media Audit…………………………………………....4-7
3. Social Media Objective……………………………………….8-
9
4. Online Brand Persona and Voice…………………………...10
5. Strategies and Tools…………………………………………..11
6. Timing and Key
Dates…………………………………………12
7. Social Media Roles and Responsibilities………………….13
8. Social Media
Policy…………………………………………....14
9. Critical Response Plan……………………………………15-16
10. Measurement and Reporting Results…………………..17-

3. EXECUTIVE SUMMARY
Our major social media priorities for 2017 will be to increase
brand awareness by posting more engaging content on all
social media platforms.
The primary focus will be to post more current listings on the
company website and Facebook page, as well as post more
content and experiences from customers.
Two major social strategies will support this objective:
• Encourage conversations by posting engaging content
• Increase relevant content published to social media
profiles

4. SOCIAL MEDIA AUDIT – ASSESSMENT
The following is an audit of Airbnb’s social media presence to date. It includes an
assessment of all social media networks, web traffic, audience demographics, and a
competitor analysis.
Social Media Assessment
As of February 18th, 2017
Social
Network
URL Follower Count Average Weekly
Activity
Average
Engagement
Rate
Instagram https://www.instagram.com/
airbnb/
1,600,000 10 posts per week 15,000-30,000 likes
Facebook https://www.facebook.com/a
irbnb/
5,214,561 5 posts per week 3%
Twitter https://twitter.com/airbnb 573,000 15 posts per week 2%
LinkedIn https://www.linkedin.com/co
mpany/airbnb
332,286 1 post per month 0%
At present time, the highest number of interactions per post occurs on
Instagram. Very little interactions happen on LinkedIn.

5. SOCIAL MEDIA AUDIT – WEBSITE
TRAFFIC SOURCES
Timeframe: February 1st – 18th 2017
Source Volume Percentage of
Overall Traffic
Conversion Rate
Instagram No data No data No data
Facebook 4,000,000 unique visits 20% 5%
Twitter 300,000 unique visits 5% 3%
LinkedIn 250,000 unique visits 0.5% 2%
Traffic Summary:
At present time, Facebook is the biggest driver of traffic to our site.
Although no direct traffic data is available for Instagram, many social
interactions occur on this site as well.

6. SOCIAL MEDIA AUDIT –
AUDIENCE DEMOGRAPHICS
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
40% 18-30
30% 31-40
20% 41-55
10% 56-80+
50% female
50% male
50% Instagram
40% Facebook
10% Twitter
40%
Instagram
20% Facebook
20% Twitter
Finding a
luxurious,
affordable
place to
stay when
traveling
Being
adventurous
while
traveling
Audience Demographics Summary:
The majority of respondents are in the 18-30 age group. Instagram and
Facebook are their core social networks. Luxury, affordable, and adventure are
primary motivators for using Airbnb.

7. SOCIAL MEDIA AUDIT –
COMPETITOR ASSESSMENT
Competitor
Name
Social Media Profiles Strength Weakness
VRBO FB: VRBO
TW: VRBO
Top competitor, next
most popular vacation
rental site
No Instagram
FlipKey FB: FlipKey
Instagram: flipkey_vacation
TW: flipkey
Nice Instagram
aesthetic, good
engagement on Twitter
Low amount of
followers on
social media
profiles
Home Away FB: HomeAway
Instagram: HomeAway
TW: HomeAway
High amount of
Instagram followers,
good engagement on
Twitter
Not enough
engagement on
Instagram
Competitor Assessment Summary:
The above analysis focused on three major competitors that are popular vacation rental sites.
Beautiful visual content is a major driver of engagement with their audiences, as well as the
high engagement with their audiences on Twitter. However, the competitors have room for
improvement when it comes to engaging with followers on Instagram.

8. SOCIAL MEDIA
OBJECTIVES
In 2017, the primary focus will be to post more current listings on the
company website and Facebook page, as well as post more content
and experiences from customers. In order to do so, our social media
priorities will be encouraging conversations by posting engaging
content and increasing relevant content published to our social media
profiles.
Some specific objectives include:
1. Increase amount of customer content and experiences posted by
30% in 6 months
2. Increase volume of visual content on Facebook by 20% in 6
months
3. Increase engagement with followers on Instagram and Twitter by
40% in 6 months

9. SOCIAL MEDIA
OBJECTIVES
KPIs
1. Number of unique visitors from Facebook, Twitter, and
LinkedIn
2. Number of Instagram followers
3. Number of weekly photo posts to Facebook and Instagram
Key Messages
1. Book unique homes
2. Experience a city like a local
3. Unforgettable trips start with Airbnb

10. ONLINE BRAND
PERSONA AND VOICE
Adjectives that describe Airbnb:
1. Unique
2. Unforgettable
3. Experience
4. Adventurous
5. Available
When interacting with customers we are:
1. Friendly
2. Helpful
3. Promising

11. STRATEGIES AND
TOOLS
Paid:
Sponsor a paid advertisement once a week on Instagram and Facebook
(since these are the social media profiles with the most engagement) in order
to increase brand awareness and to encourage more conversations.
Owned:
Introduce the use of #AirbnbTrip on Instagram and Twitter. Encourage
customers to use this hashtag during and after their trips when posting
photos and describing their experience with Airbnb in order to showcase
more customer content.
Earned:
Monitor the hashtag and engage in conversation with customers who post
about their experiences.
Partner with celebrities and develop and influencer/advocate relationship.
Celebrities can get a free stay in one of Airbnb’s listing in exchange for
promoting their stay on their social media profiles.

12. TIMING AND KEY
DATES
Holiday Dates: (for the next 6 months)
• President’s Day
• St. Patrick’s Day
• Easter
• Mother’s Day
• Victoria Day
• Memorial Day
• Fathers Day
• Canada Day
• 4th of July
Reporting Dates
• Reporting will occur the last Friday of every month.

13. SOCIAL MEDIA ROLES
AND RESPONSIBILITIES
Marketing Director – Eric Toda
Develop and implement brand strategies, develop marketing
strategies for new and existing products
Social Media Manager – Jasmine Atherton
Manage social media marketing campaigns and develop relevant
content to reach target audience. Create and manage all published
content
Social Media Coordinator – Khoi Tran
Works under the social media manager, maintains company’s online
presence

14. SOCIAL MEDIA
POLICY
Since its development, social media has played a huge role in how people interact
with each other. Part of the importance of social media marketing revolves around
trust on a more personal level. Social media allows businesses to interact with
consumers and contributes to building a strong online reputation. As an employee
and representative of Airbnb, you are expected to demonstrate proper etiquette
and a an encouraging nature in your use of social by following some simple
guidelines:
• Be respectful
• Help customers
• Find solutions
• Post positively
• Don’t insult the competition
• Think before you post
Airbnb is serious about the appropriate use of social media by our employees.
Violation of Airbnb’s social policy may result in corrective action. Should you have
any questions or concerns, please speak to your manager.

15. CRITICAL RESPONSE
PLAN
Scenario 1 – Inappropriate post on Facebook page from @Airbnb
Action Plan
1. Screen shot post, and then delete it
2. Alert Eric Toda (social media director), or if unavailable alert Jasmine Atherton
(social media manager)
3. Eric and Jasmine to discuss impact and reach, and evaluate further action
4. Develop follow up apology post
5. Jasmine or owner to manage all direct contact if media has picked up on post
6. Eric and Jasmine to talk with employee responsible for post to see if disciplinary
action is required
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO
Messaging will be dependent on the nature of the tweet and will be developed by Eric
and Jasmine.

16. CRITICAL RESPONSE
PLAN
Scenario 2 – Guest performs illegal activity in one of Airbnb’s rentals
Action Plan
1. Employee to alert owner, owner to alert Eric (marketing director)
2. Eric, owner and Jasmine need to evaluate the number of social media mentions
about the incident
3. Eric to manage all direct contact (or owner) if media has picked up on the
incident
4. Airbnb owner to apologize and reimburse owner of the Airbnb rental
5. Jasmine to continue monitoring social media mentions
6. Jasmine and owner to write a positive and apologetic longer statement
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO
Messaging will be dependant on the nature of the tweet - to be developed by Eric
and Jasmine.

17. MEASUREMENT AND
REPORTING
Quantitative KPIs:
Reporting period: 1 month
Date as of February 1, 2017
Website Traffic Sources Assessment
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 400,000 15% 3%
Facebook 5,000,000 unique
visits
30% 5%
LinkedIn 300,000 unique
visits
5% 2%

18. MEASUREMENT AND
REPORTING
Social Network Data
Social
Network
URL Follower Count Average Weekly
Activity
Average
Engagement
Rate
Instagram https://www.instagram.com/
airbnb/
1,700,000 12 posts per week 40,000-50,000 likes
Facebook https://www.facebook.com/a
irbnb/
5,401,765 7 posts per week 6%
Twitter https://twitter.com/airbnb 575,000 20 posts per week 4%
LinkedIn https://www.linkedin.com/co
mpany/airbnb
332,700 2 post per month 2%
• Our Instagram following has increased by 100,000 in 1 month, and average number of Likes
per post has increased by over 10,000.
• The social content team has increased visual content from customers and engaged with
customers on Facebook and Twitter which brought the Facebook following up by 200,000 and
Twitter by 2,000.
• LinkedIn was kept open for the Summer hiring season, with assets from other social media
channels reused on this platform.

19. MEASUREMENT AND
REPORTING
Qualitative KPIs
Sentiment Analysis
• An abundance of positive feedback from customers after their trips that were
expressed through photos and stories of their experiences at their Airbnb rental
location
• Only negative comments were about pricing, but audiences did agree that the
prices are high because the rentals are luxurious
Proposed Action Items
• Continue #AirbnbTrip campaign
• Continue getting celebrities like Justin Bieber and Kendall Jenner to endorse
Airbnb and post about their stay
• Continue engaging with customers who post on social media about their stay