- Our goal is to improve Airbnb's social media presence and increase brand awareness.
- Airbnb's largest social media platforms are Facebook with over 6 million followers and Instagram with nearly 2 million followers.
- Most Airbnb customers are ages 18-30 and use Facebook and Instagram as their primary social networks.
This document outlines a social media strategy for Airbnb. It includes an audit of current social profiles, objectives to increase engagement and traffic, and a plan to share user-generated content using hashtags. Key performance indicators such as website traffic, follower counts, and engagement rates will be tracked monthly to evaluate progress. Response plans are also created for potential issues like inappropriate posts or security incidents to maintain a positive brand reputation.
The Airbnb social media strategy document outlines plans to increase followers across various social media platforms and demographics. Key objectives include expanding reach beyond high-income professionals and increasing content sharing from the Airbnb blog. Strategies proposed are paid ads, using hashtags to promote summer destinations, and encouraging renter endorsements. The document also establishes social media roles and a critical response plan for handling issues that may arise on social media.
Airbnb's social media objectives for 2017 are to increase bookings and engagement. Two strategies will be implemented: providing more content on listing properties and encouraging bookings. Key social media platforms are Facebook, Twitter, and Instagram. Objectives include increasing photo content on Facebook and promoting the #TravelToday hashtag. The document outlines brand persona, strategies, timing of posts, roles, and metrics for evaluating performance.
- 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.
This document outlines Airbnb's social media strategy. The objectives are to increase positive engagement on Facebook by 40% and gain 400,000 Instagram followers in 6 months by posting personal content. Strategies include giving bloggers access to "take over" Instagram and highlighting travelers' experiences. Goals are measured by Instagram visitors and followers. After 3 months, Instagram followers increased by 200,000 and qualitative analysis found a 34% rise in positive Facebook interactions.
The document outlines Airbnb's social media strategy, including an audit of current platforms, objectives to increase engagement and traffic, and plans for content, paid advertising, and response protocols. Key points include focusing efforts on Facebook and Instagram given large audiences there. Goals are to increase unique visitors by 20% in 6 months through promoted content and monitoring for brand mentions. Roles, policies, measurement metrics, and qualitative feedback are also defined.
- Our goal is to improve Airbnb's social media presence and increase brand awareness.
- Airbnb's largest social media platforms are Facebook with over 6 million followers and Instagram with nearly 2 million followers.
- Most Airbnb customers are ages 18-30 and use Facebook and Instagram as their primary social networks.
This document outlines a social media strategy for Airbnb. It includes an audit of current social profiles, objectives to increase engagement and traffic, and a plan to share user-generated content using hashtags. Key performance indicators such as website traffic, follower counts, and engagement rates will be tracked monthly to evaluate progress. Response plans are also created for potential issues like inappropriate posts or security incidents to maintain a positive brand reputation.
The Airbnb social media strategy document outlines plans to increase followers across various social media platforms and demographics. Key objectives include expanding reach beyond high-income professionals and increasing content sharing from the Airbnb blog. Strategies proposed are paid ads, using hashtags to promote summer destinations, and encouraging renter endorsements. The document also establishes social media roles and a critical response plan for handling issues that may arise on social media.
Airbnb's social media objectives for 2017 are to increase bookings and engagement. Two strategies will be implemented: providing more content on listing properties and encouraging bookings. Key social media platforms are Facebook, Twitter, and Instagram. Objectives include increasing photo content on Facebook and promoting the #TravelToday hashtag. The document outlines brand persona, strategies, timing of posts, roles, and metrics for evaluating performance.
- 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.
This document outlines Airbnb's social media strategy. The objectives are to increase positive engagement on Facebook by 40% and gain 400,000 Instagram followers in 6 months by posting personal content. Strategies include giving bloggers access to "take over" Instagram and highlighting travelers' experiences. Goals are measured by Instagram visitors and followers. After 3 months, Instagram followers increased by 200,000 and qualitative analysis found a 34% rise in positive Facebook interactions.
The document outlines Airbnb's social media strategy, including an audit of current platforms, objectives to increase engagement and traffic, and plans for content, paid advertising, and response protocols. Key points include focusing efforts on Facebook and Instagram given large audiences there. Goals are to increase unique visitors by 20% in 6 months through promoted content and monitoring for brand mentions. Roles, policies, measurement metrics, and qualitative feedback are also defined.
The document provides an overview of Airbnb's social media strategy. It includes an audit of Airbnb's current social media presence and performance across platforms like Facebook, Instagram, Twitter, and YouTube. It also analyzes customer demographics, traffic sources, competitors, and sets objectives to increase traffic and engagement over the next year. The strategy identifies tactics like paid advertising, owned content, and monitoring social conversations to achieve its goals.
Our social media priorities for 2017 are to improve engagement by posting more meaningful content and actively engaging with users. Currently Facebook has the highest interactions per post but low engagement rates across all platforms. Objectives for 2017 include increasing engagement by 3% and replying to 45% of mentions. Strategies will include live streaming home tours and travel days to engage frequent users. Performance will be measured monthly by tracking increases in interactions, with goals of at least 3% more on Facebook and 0.5% on Twitter.
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.
Airbnb's 2017 social media priorities are to showcase unique hosting experiences through visual content and increase engagement and followers. Key strategies include promoting weekly posts and using hashtags to encourage sharing. Goals target growing Facebook and Instagram followers and interactions. The document outlines Airbnb's social profiles, competitors, branding voice, and roles for managing social media along with response plans for issues.
This document provides an audit and objectives for Airbnb's social media presence. It finds that Instagram drives the most engagement but least website traffic, while Facebook drives the most traffic. The objectives are to increase Instagram traffic to the website by 30% and LinkedIn followers by 5,000 in 6 months. Key strategies include encouraging movement from Instagram to the website and increasing LinkedIn content volume and quality.
The social media strategy aims to increase Airbnb's following across platforms by making interactions more personal. Two main strategies are dedicating more time to customer responses and creating unique content. Objectives include increasing video content by 20% and post replies by 40% in six months. Key performance indicators will measure new followers, post reach and engagement, and unique visits. The roles, tools, timing of key events, and response plans are also outlined. Measurement will focus on increasing conversion rates through more active engagement on social media.
This document provides an audit and strategy for Airbnb's social media presence in 2017. It includes an assessment of current social media platforms, objectives to increase engagement and followers, and key dates. The strategy involves using paid, owned and earned media. Measurement will track website traffic, social media metrics and sentiment analysis. The plan aims to differentiate Airbnb through community building and sharing experiences across multiple platforms.
This social media strategy document outlines Shawndra Nash's objectives to grow her social media presence and drive more traffic to her website to support revenue goals. It includes an audit of her current Instagram and Facebook profiles, an analysis of a competitor, and strategies around content production, follower growth, and establishing an online brand persona. The document also defines roles and responsibilities, policies, and a critical response plan to handle potential issues.
The document outlines Airbnb's social media strategy and audit for 2017. The objectives are to increase followers and drive traffic to the website. Currently Instagram and Facebook have the most engagement. Competitors' accounts could be more interactive. Goals include boosting unique visitors by 30% in 6 months through contests and conversations. Key dates are holidays. Reporting will be monthly. Roles and responsibilities are defined, along with brand voice, strategies, tools and a critical response plan. Metrics include social followers, posts, and website traffic. Qualitative feedback has been positive.
This document outlines AirBnB's social media strategy. It includes an audit of current performance on platforms like Facebook, Twitter, and Instagram. The majority of traffic comes from Facebook, though engagement is higher on other channels. The strategy sets objectives to grow followers and shares customer content. It also establishes roles, a content plan, and a system to measure results and respond to issues. The goal is to use social media to support revenue by fostering an online community and customer interactions.
Panda Express is developing a social media strategy for 2017 with the goals of creating a more interactive customer experience and directing online traffic to store locations. The key strategies are boosting activity on social platforms and incorporating interactive conversations. A social media audit found Facebook is most effective for driving website traffic. Objectives include increasing website visitors by 40% and gaining 4000 new Instagram followers. Roles and responsibilities are assigned, and a critical response plan is outlined to address potential issues. Progress will be measured through quantitative metrics like website traffic sources and social media follower counts.
Uber's social media strategy for 2017 focuses on furthering their brand by fostering online communities and following. Their two main strategies are increasing content volume across profiles and encouraging conversation. An audit found Twitter drives the most traffic and engagement. Objectives include retaining followers and emphasizing Twitter. Key dates include promotions for sports games and conventions. Reporting shows growth on Facebook, Twitter, and LinkedIn, though Instagram needs revamping. Sentiment analysis found positive feedback about customer service but negative comments about Lyft drivers.
Using Social Media to Promote Devon Business Expo 2014Chris Wood
How we promoted the Devon Business Expo event online within 2 months starting from scratch using social media and Google Ad campaign. By Q Social Media - digital marketing and social media specialists.
Quincy Bingham from Be Found Online highlights the importance of taking an intergreted approach to social media marketing that includes organic social and paid social strategies.
Beating the decline of the Facebook organic reach - How we do it at KRDS Sin...KRDS
While organic reach rates on Facebook posts are slowly declining overall as more content is shared, it does not mean all brands will see zero organic reach. Some brands can still achieve high organic reach rates, especially those that are better than average at creating engaging content. The document provides examples from KRDS Singapore where many of their clients' posts achieved organic reach rates above 75% of their fan base without any paid promotion. Reactive marketing in response to current events can also help boost organic reach.
Lemp Brewpub -ORM + Social Media Case StudySaurabh Pandey
A restaurant + pub, completely devasted in a few days owing to a storm of negative reviews across media. Things that they did wrong, how the reputation was managed (albeit late) and what metrics looked controlled after some time. Know all about, ideas, processes, metrics and results of INDIA'S WORST ORM NIGHTMARE
Facebook's media kit provides an overview of their advertising products and services including:
- Fan acquisition and content management services to build and engage a brand's Facebook fan base.
- Analytics and insights into a Facebook page's fans including demographics, content metrics, and actionable insights.
- Paid campaign and ad unit targeting options to reach audiences based on location, age, gender, interests and behaviors.
- Insights and reporting on a brand's Facebook page performance and fan base.
Nick Pegg social media management slide showNicholas Pegg
The document outlines Airbnb's social media strategy. It includes an executive summary stating the goals of increasing customers and brand image through social media. It then provides a social media audit that analyzes Airbnb's presence, traffic sources, audience demographics, and competitors across major social networks. Objectives, brand voice, strategies, timing considerations, roles and responsibilities, policies, and response plans are also defined to guide Airbnb's social media efforts.
- Airbnb's social media priorities for 2017 are growing its online following and community to support revenue goals. Major strategies include increasing content publishing, developing posts on niche networks, and encouraging conversation.
- An audit found Facebook as the primary network with 5.3M followers but all networks need more frequent posting. The target audience is 18-30 year olds seeking affordability and experiences. Competitors have strong profiles but lack engagement.
- Objectives are increasing unique visitors and followers across platforms while spreading brand messages of unique trips and local experiences. The brand voice is friendly, resourceful, and kind.
The document provides an overview of Airbnb's social media strategy. It includes an audit of Airbnb's current social media presence and performance across platforms like Facebook, Instagram, Twitter, and YouTube. It also analyzes customer demographics, traffic sources, competitors, and sets objectives to increase traffic and engagement over the next year. The strategy identifies tactics like paid advertising, owned content, and monitoring social conversations to achieve its goals.
Our social media priorities for 2017 are to improve engagement by posting more meaningful content and actively engaging with users. Currently Facebook has the highest interactions per post but low engagement rates across all platforms. Objectives for 2017 include increasing engagement by 3% and replying to 45% of mentions. Strategies will include live streaming home tours and travel days to engage frequent users. Performance will be measured monthly by tracking increases in interactions, with goals of at least 3% more on Facebook and 0.5% on Twitter.
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.
Airbnb's 2017 social media priorities are to showcase unique hosting experiences through visual content and increase engagement and followers. Key strategies include promoting weekly posts and using hashtags to encourage sharing. Goals target growing Facebook and Instagram followers and interactions. The document outlines Airbnb's social profiles, competitors, branding voice, and roles for managing social media along with response plans for issues.
This document provides an audit and objectives for Airbnb's social media presence. It finds that Instagram drives the most engagement but least website traffic, while Facebook drives the most traffic. The objectives are to increase Instagram traffic to the website by 30% and LinkedIn followers by 5,000 in 6 months. Key strategies include encouraging movement from Instagram to the website and increasing LinkedIn content volume and quality.
The social media strategy aims to increase Airbnb's following across platforms by making interactions more personal. Two main strategies are dedicating more time to customer responses and creating unique content. Objectives include increasing video content by 20% and post replies by 40% in six months. Key performance indicators will measure new followers, post reach and engagement, and unique visits. The roles, tools, timing of key events, and response plans are also outlined. Measurement will focus on increasing conversion rates through more active engagement on social media.
This document provides an audit and strategy for Airbnb's social media presence in 2017. It includes an assessment of current social media platforms, objectives to increase engagement and followers, and key dates. The strategy involves using paid, owned and earned media. Measurement will track website traffic, social media metrics and sentiment analysis. The plan aims to differentiate Airbnb through community building and sharing experiences across multiple platforms.
This social media strategy document outlines Shawndra Nash's objectives to grow her social media presence and drive more traffic to her website to support revenue goals. It includes an audit of her current Instagram and Facebook profiles, an analysis of a competitor, and strategies around content production, follower growth, and establishing an online brand persona. The document also defines roles and responsibilities, policies, and a critical response plan to handle potential issues.
The document outlines Airbnb's social media strategy and audit for 2017. The objectives are to increase followers and drive traffic to the website. Currently Instagram and Facebook have the most engagement. Competitors' accounts could be more interactive. Goals include boosting unique visitors by 30% in 6 months through contests and conversations. Key dates are holidays. Reporting will be monthly. Roles and responsibilities are defined, along with brand voice, strategies, tools and a critical response plan. Metrics include social followers, posts, and website traffic. Qualitative feedback has been positive.
This document outlines AirBnB's social media strategy. It includes an audit of current performance on platforms like Facebook, Twitter, and Instagram. The majority of traffic comes from Facebook, though engagement is higher on other channels. The strategy sets objectives to grow followers and shares customer content. It also establishes roles, a content plan, and a system to measure results and respond to issues. The goal is to use social media to support revenue by fostering an online community and customer interactions.
Panda Express is developing a social media strategy for 2017 with the goals of creating a more interactive customer experience and directing online traffic to store locations. The key strategies are boosting activity on social platforms and incorporating interactive conversations. A social media audit found Facebook is most effective for driving website traffic. Objectives include increasing website visitors by 40% and gaining 4000 new Instagram followers. Roles and responsibilities are assigned, and a critical response plan is outlined to address potential issues. Progress will be measured through quantitative metrics like website traffic sources and social media follower counts.
Uber's social media strategy for 2017 focuses on furthering their brand by fostering online communities and following. Their two main strategies are increasing content volume across profiles and encouraging conversation. An audit found Twitter drives the most traffic and engagement. Objectives include retaining followers and emphasizing Twitter. Key dates include promotions for sports games and conventions. Reporting shows growth on Facebook, Twitter, and LinkedIn, though Instagram needs revamping. Sentiment analysis found positive feedback about customer service but negative comments about Lyft drivers.
Using Social Media to Promote Devon Business Expo 2014Chris Wood
How we promoted the Devon Business Expo event online within 2 months starting from scratch using social media and Google Ad campaign. By Q Social Media - digital marketing and social media specialists.
Quincy Bingham from Be Found Online highlights the importance of taking an intergreted approach to social media marketing that includes organic social and paid social strategies.
Beating the decline of the Facebook organic reach - How we do it at KRDS Sin...KRDS
While organic reach rates on Facebook posts are slowly declining overall as more content is shared, it does not mean all brands will see zero organic reach. Some brands can still achieve high organic reach rates, especially those that are better than average at creating engaging content. The document provides examples from KRDS Singapore where many of their clients' posts achieved organic reach rates above 75% of their fan base without any paid promotion. Reactive marketing in response to current events can also help boost organic reach.
Lemp Brewpub -ORM + Social Media Case StudySaurabh Pandey
A restaurant + pub, completely devasted in a few days owing to a storm of negative reviews across media. Things that they did wrong, how the reputation was managed (albeit late) and what metrics looked controlled after some time. Know all about, ideas, processes, metrics and results of INDIA'S WORST ORM NIGHTMARE
Facebook's media kit provides an overview of their advertising products and services including:
- Fan acquisition and content management services to build and engage a brand's Facebook fan base.
- Analytics and insights into a Facebook page's fans including demographics, content metrics, and actionable insights.
- Paid campaign and ad unit targeting options to reach audiences based on location, age, gender, interests and behaviors.
- Insights and reporting on a brand's Facebook page performance and fan base.
Nick Pegg social media management slide showNicholas Pegg
The document outlines Airbnb's social media strategy. It includes an executive summary stating the goals of increasing customers and brand image through social media. It then provides a social media audit that analyzes Airbnb's presence, traffic sources, audience demographics, and competitors across major social networks. Objectives, brand voice, strategies, timing considerations, roles and responsibilities, policies, and response plans are also defined to guide Airbnb's social media efforts.
- Airbnb's social media priorities for 2017 are growing its online following and community to support revenue goals. Major strategies include increasing content publishing, developing posts on niche networks, and encouraging conversation.
- An audit found Facebook as the primary network with 5.3M followers but all networks need more frequent posting. The target audience is 18-30 year olds seeking affordability and experiences. Competitors have strong profiles but lack engagement.
- Objectives are increasing unique visitors and followers across platforms while spreading brand messages of unique trips and local experiences. The brand voice is friendly, resourceful, and kind.
Call Me Isa is a Miami based blog based on all things fashion and fun within the personal lifestyle of Isa Perez. Here is the brand's social media strategy for 2017.
This colorful slide deck quickly addresses: What are the best social media networks for Realtors? What are the demographics of Facebook, LinkedIn? Why are Facebook ads and live Facebook video so important? Take a look!
This document outlines Uber's social media strategy. The objectives are to increase traffic to Uber's app through social networks and boost social media following by 2.5% while increasing engagement by 10%. The strategy involves paid, owned and earned approaches like weekend post increases and a new referral rewards system. Key dates are holidays and donation events. Roles include a Director, Manager and Coordinator. The policy emphasizes respectful interactions. Measurement will track metrics like followers and visits quarterly.
Millennial Social Media Campaign PresentationMilt Sharp, Jr.
eHome America will offer its partners at least two Millennial-customized social media posts for each day of June to use in outreach to Millennial buyers via partners’ social media outlets. All partners have to do is follow eHome social media and repost content.
This document provides a social media strategy and audit for Netflix. It includes objectives to increase revenue by growing the audience and engaging followers across major platforms like Facebook, Twitter, Instagram and LinkedIn. The strategy involves increasing original content to attract new memberships and improving customer service. It outlines tactics like paid advertising, owned content and partnerships. Key performance indicators, roles and a critical response plan are also summarized.
Glenn I. Jones Home Services Media Strategy Courtney Rowe
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Generating Awareness and Revenue in China's Social MediaSandeep Bahl
Regional General Manager Sandeep Bahl provided an overview of digital trends in China. Key points included:
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The document outlines Uber's 2018 social media strategy. It includes objectives to increase reach, interaction and viral content. An audit found most followers are aged 16-24 on Facebook and Instagram. Goals are to gain 1 million new followers and increase engagement by 20%. Strategies include targeted ads, influencer campaigns and responsive crisis management. Measurement will track metrics like followers, clicks and comments.
This document outlines Starbucks' social media strategy for the remainder of 2016. The objectives are to provide customers an enjoyable online experience via social media while expanding the brand worldwide. A two-step plan is proposed: 1) implement social media spaces for customer discussion and 2) share content online to divert customers to the business. Key performance indicators include the number of social media likes, followers, and website traffic from social media. The strategy details social media roles, content guidelines, and response plans to measure and improve performance.
Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital S...KDMC
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This document outlines Uber's social media strategy. It includes an audit of current social media accounts, objectives to increase engagement and promote events, and a discussion of brand persona, paid strategies, key dates, and a social media policy. Metrics like new followers and most engaged posts will help measure success. Proposed actions include improving driver quality, focusing on Instagram for business customers, and holding charity events to positively shape the company's public image.
This document discusses emerging trends in public relations and communications related to technology, content, and audiences. It emphasizes the importance of mobile strategies, social media, personalized and on-demand content, and seamless experiences across devices. Professionals must lead by innovating with new technologies, understanding audiences, and producing content for multiple platforms. Personalization, hashtags, and archived content allow for on-demand access. A responsive and multi-platform approach is needed to engage audiences who access information from many "seamless screens". Mobile strategies like apps and responsive design are crucial for communications in today's digital age.
Social media marketing is the use of social media platforms like Facebook, Twitter, YouTube, and blogs to promote products and services. It began in the 1970s with early social networks and gained popularity in the 2000s as companies recognized its marketing potential. Now over 90% of marketers use social media strategies for branding, lead generation, customer retention, and reducing expenses. The main applications are Facebook, Twitter, YouTube, blogs, and customer review sites. The advantages include increased brand recognition, loyalty, and conversion rates while the disadvantages are that it is time consuming and negative users are hard to control.
This document provides an overview of Uber's social media strategy and guidelines. It outlines Uber's objectives to use social media to engage customers, address any issues, and keep customers loyal. It discusses Uber's brand persona of being reliable, automatic, and responsible. The document also outlines Uber's social media roles, critical response plan, and metrics for measuring success including numbers of tweets, replies, and followers. Key dates like holidays are identified for increased social media promotions. Guidelines around being respectful, helpful, and responding to issues are provided.
Facebook and Instagram have over 1.5 billion and 300 million active users respectively. Social media advertising is increasingly important as organic reach declines, with only 6% of audiences seeing unpromoted posts. Effective targeting of ads allows marketers to reach interested consumers by filtering for factors like location, interests and demographics. Promoted post packages on Facebook and Instagram range in price from $700-1,600 per month and include audience targeting, campaign optimization and reporting. A campaign for Lancaster Mall offering gifts with $30 purchases reached over 14,000 people and generated an additional $6,000 in sales revenue.
The digital strategy focuses on 3 steps: 1) Form a plan and use two-way media, 2) Consider organizational goals like increasing revenue and brand awareness, 3) Focus on buyers by targeting niche markets, breaking buyers into groups, and satisfying their informational needs. The target audience is middle to upper-class, tech-savvy NHL fans ages 25-54 with some college education. The strategy involves creating a content-rich website, using social media like Facebook and Twitter, sharing video and photos, engaging fans through blogs and podcasts, ensuring mobile compatibility, and measuring results through metrics like social media followers, downloads, and search engine rankings.
This document outlines a proposed digital strategy for Arby's to supplement its traditional marketing approach. It recommends using social media like Facebook, Twitter and Pinterest as well as online advertising to connect with customers, respond to their needs, and position Arby's as a leader in the fast food industry. The strategy involves segmenting customers and targeting them through different online channels. It estimates the initial cost at $17,500 plus $250 per hour for ongoing management to keep up with the dynamic online environment.
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2. CONTENTS
• 1. Executive Summary
• 2. Social Media Audit
• 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
• Our major objective will be to increase following and activity on social media
platforms including Facebook, Twitter, and Instagram.
• Two main strategies will support this objective.
• Posting more pointed posts and posting more frequently on all platforms.
• Conducting audience analytics to ensure that future posts will be more successful in
gaining followers and, therefore, eventually increasing revenue.
4. SOCIAL MEDIA AUDIT
Social Media
Platform
URL Follower Count Recent Weekly
Activity
Twitter https://twitter.com/Airbn
b
21.9K 11 tweets/week
Facebook https://www.facebook.co
m/airbnb/
6.5M (Likes) 7 posts/week
Instagram https://www.instagram.co
m/airbnb/
1.9M 12 posts/week
5. SOCIAL MEDIA ASSESSMENT
• As of late, Airbnb has been most active on Instagram, its platform with the
least amount of followers.
• A future tactic will be to post more on the avenues that have the ability to
reach more followers: Facebook and Twitter.
• The posts on Instagram are substantive; however, they are not reaching the
maximum engagement potential.
6. WEBSITE
• https://www.airbnb.com/?logo=1
• A suggestion for the coming year is to make it an objective to increase website
traffic. The website is where revenue is made for Airbnb, since that is where
customers can actually book reservations.
• Our social media improvement strategies will increase website traffic so long
as we are sure to link the website to our social media posts occasionally and
increase traffic that way.
7. AUDIENCE
• The target audience for future social media and other communications strategies will
be very broad, since a wide variety of people use Airbnb’s services.
• According to jumpshot.com, 88% of reservations on Airbnb are for 2-4 people, so we
should focus our efforts on couples and families, although many consumers will likely
just be traveling with friends.
• Airbnb needs to tailor social media posts to adults, ages 22-60.
• It may also be wise to focus on the younger demographics because Airbnb is a relatively new
concept and may be more popular among millennials than with other age groups.
• It is also affordable, which is important to the millennial generation.
11. SOCIAL MEDIA OBJECTIVES
• Increase revenue by increasing amount of consumers.
• Attract millennials through social media posts.
12. ONLINE BRAND PERSONA AND VOICE
• Happiness
• Posts exhibiting happy customers of Airbnb.
• Culture
• Photographs on social media platforms of diverse groups of people and multiple
different cities of every type.
• Luxury
• Photographs on Instagram of beautiful spaces provided through Airbnb
13. STRATEGIES AND TOOLS
• Tweet and post on Instagram more frequently
• Follow brands and people that are popular among millennials
• Use graphics including photos, GIFS, charts, etc.
• Respond to and engage with people through social media platforms
• Use Buffer and Hootsuite to schedule posts in order to ensure there are no large gaps
between posts.
14. TIMING AND KEY DATES
• Post at a variety of times since Airbnb is a worldwide service.
• Be conscious of times millennials are active on the Internet.
• Post during business hours.
• Post at the beginning of the calendar year, when many people plan summer
vacations. Post during the summer, when many people plan winter vacations,
as well as last-minute summer vacations.
15. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Marketing director, social media director, social media correspondents, website
director
• Exhibit corporate social responsibility– take up a philanthropy or a service to show
that Airbnb is a company that knows its social responsibility and is beneficial to the
world.
• Respond to as many consumers via social media as possible. Never leave a complain
unanswered. It is too easy for consumers to use alternate services, so we must answer
all complaints or other issues.
16. SOCIAL MEDIA POLICY
• Professionalism
• It is ok to joke or be friendly, but always remain professional.
• Integrity
• Be honest and up front at all times
• Unmatched service
• Exhibit extremely well-executed customer service
17. CRITICAL RESPONSE PLAN
• If a complaint from an Airbnb user gained traction and many people heard of
the issue
• Apology and compensation to the complainer
• Public post with apology and explanation regarding complaint
• If a post from Airbnb proved to be controversial
• Immediate removal of the post
• Explanation and apology from CEO
• Reevaluation of team responsible for post
18. MEASUREMENT AND REPORTING RESULTS
Quantitative KPIs
Reporting period: 1 year
Data as of May 28, 2017
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