S O C I A L M E D I A S T R AT E G Y

A D R I E N N E F L E M I N G

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TA B L E O F C O N T E N T S

1. Executive Summary2. Social Media Audit 3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results

EXECUTIVE SUMMARYOur major social media priorities for 2017 will be to increase our following across all major social media platforms. The main goal will be to make all online interactions more personal in order to connect more fully with our audience. We hope to increase the conversion rate for unique visitors as a result.

Two major social strategies will support this objective:1. Dedicate more time and energy in responding to customer concerns, compliments,

questions, etc. online. 2. Create more unique content that encourages new users to follow Airbnb on social

media.

SOCIAL MEDIA AUDIT

Social Media Assessment: Instagram is one of Airbnb’s most important channels. We see the most interaction through this platform. Twitter and Facebook are also vital platforms with a decent amount of reach. LinkedIn, however, has not been as valuable to the company

Traffic Assessment: While Facebook drives the most traffic, Instagram has a higher conversion rate. We must look into increasing the conversion rate for Facebook because a lot of social interactions are occurring there.

SOCIAL MEDIA AUDIT

Audience Assessment: A large portion of the audience is under 40 years of age and they use Facebook and Instagram the most. However, Twitter remains a valuable platform. The main motive for using Airbnb is to find affordable lodging. Secondary motives consist of a desire to travel and explore new places.

Competitor Assessment: Airbnb’s competitors have had trouble obtaining the same amount of reach and engagement. However, they are strong in the area of content creation and personal touches.

SOCIAL MEDIA OBJECTIVESThe main goal of our social media strategy will be to retain more followers by placing a high priority on engaging with current and prospective customers. We want our conversion rate to increase as our following continues to grow. We hope that by generating more unique content that this will be a possibility.Specific objectives include:1. Increase volume of video content by 20% across all three major platforms:

Facebook, Instagram and Twitter. 2. Increase number of post replies by 40% in six months by hiring two new social

media assistants to manage customer engagement. 3. Respond to users within 24 hours, making efforts to personalize replies and

move away from automated responses. KPIs: New followers each week, reach of posts, engagement on posts, number of unique visitsKey Message: Anyone can belong anywhere, Don’t just travel, live

ONLINE BRAND PERSONA AND VOICEADJECTIVES THAT DESCRIBE OUR BRAND:

• Accommodating• Adventurous • Caring• Accepting• Exciting

WHEN INTERACTING WITH CUSTOMERS WE ARE:

• Responsive• Engaging• Friendly

STRATEGIES AND TOOLS• Paid: Utilize Instagram carousel and video ads to reach customers searching for

travel accommodations and lodging. Boost the most popular Facebook post of the week during prime viewing hours.

• Owned: Promote the hashtag #MyStay by encouraging those who use the company to share pictures of their visits under the hashtag. All email correspondence and reservations will include information about the hashtag. The top photos will be reposted by Airbnb on a regular basis.

• Earned: Monitor Twitter for the keywords: travel, hotel, adventure, vacation and vacay. Partner with prominent travel bloggers to have them develop unique video content for the company. Offer discount codes to the influencers to use and share with their followers.

TOOLS• Approved: Hootsuite, Buffer • Rejected: N/A• Existing Subscriptions: Photoshop, Vimeo

TIMING AND KEY DATES• Holidays: Travel plans increase drastically for many calendar holidays.

Large spikes in travel occur during Christmas time, New Years, Independence Day, Easter, Thanksgiving and Valentine’s Day. The weeks of spring break and the Fridays of summer also show increases in travel plans.

• Internal Events: Dedicated to promoting the idea anyone can belong anywhere.

Celebrating Diversity – March 3rd

We All Belong – May 24th

Come Together As One – September 1st

• Reporting Dates: Reporting will occur on the last day of each quarter.1 January 1 through March 31

2 April 1 through June 30

3 July 1 through September 30

4 October 1 through December 31

SOCIAL MEDIA ROLES AND RESPONSIBILITIES • Social Media Director: Jasmine Atherton• Responsibilities: Oversees social media department, generates brand awareness, plays key

role in content creation

• Social Media Manager: Paul Jeszenszky• Responsibilities: Sets marketing goals and monitors success, manages content, creates buzz

for new services and features

• Social Media Coordinator: Jennifer Yuen• Responsibilities: Attracts new customers, responds to customers across all platforms,

schedules content

SOCIAL MEDIA POLICY• Airbnb is, at its core, an open community dedicated to bringing the world closer

together by fostering meaningful, shared experiences among people from all parts of the world. Our community includes millions of people from virtually every country on the globe. It is an incredibly diverse community, drawing together individuals of different cultures, values, and norms.

• The Airbnb community is committed to building a world where people from every background feel welcome and respected, no matter how far they have traveled from home. This commitment rests on two foundational: inclusion and respect. Our shared commitment to these principles enables every member of our community to feel welcome on the Airbnb platform no matter who they are, where they come from, how they worship, or whom they love.

• Social Media Guidelines:- Treat everyone on and offline with respect and kindness.- Aim to be helpful and courteous to all customers. - Never speak poorly of the competition.- Seek to resolve problems in an efficient manner.

CRITICAL RESPONSE PLANSCENARIO 1

An inappropriate tweet was sent out through Airbnb’s official Twitter. - Screenshot the tweet and delete

immediately. - Notify the Social Media Director and

evaluate the reach of the tweet.- Take necessary action to apologize to

users and remind followers that the tweet did not reflect Airbnb’s values.

- Take disciplinary action against employee who posted the tweet.

No preapproved message in this scenario. The follow-up message will be determined based on the nature of the tweet.

SCENARIO 2

A guest finds a host to be very unwelcoming and takes to social media to complain.- Reach out to the unhappy guest and

apologize for their negative experience.- Publicly apologize in response to any

negative mentions on social media.- Based on severity of complaints, a free or

discounted future service.- Take necessary action against host to

ensure future stays will not be problematic.

No preapproved message in this scenario. The response will be determined based on the severity of the situation.

MEASUREMENT AND REPORTING RESULTS• Quantitative KPIs

• Assessment: Airbnb aimed to increase their conversion rate by being more active and engaging on their social media platforms. They succeeded by posting with greater frequency and creating more unique content

MEASUREMENT AND REPORTING RESULTS• Qualitative KPIs• Sentiment Analysis:- Followers have responded positively to the increased customer engagement on

social media. - Customers are largely happy with the services and prices the company offers.- The biggest source of complaints and concerns are unhappy hosts- Proposed Action Items- Continue responding to mentions across all platforms- Continue sharing pictures posted by travelers- Promote the #MyStay campaign- Uphold dedication to inclusiveness and respect in all future matters