2. Table of 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
Airbnb’s major social media priorities for 2017 is to focus on is to show people
through the use of social media and visual marketing what our hosts have to offer
and show why Airbnb is truly unique company that will give you a unique
experience.
Two major social strategies that will support this objective:
1) Increase the number of engagements with future guests
Create conversation people
2) Increase the number of followers on all social media platforms
4. Social Media Audit
The following information is an audit of Airbnb social media accounts to date. This
includes followers, interactions and engagements.
Social Network URL Followers Average Weekly
Activity
Average
Engagement
Facebook https://www.facebook.com/airbnb/ 5.2 Million 3 posts per week 87%
Instagram https://www.instagram.com/airbnb/?hl=en 1.6 Million 18 posts per week 250 comments per post
Twitter https://twitter.com/Airbnb?ref_src=twsrc%5
Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Ea
uthor
573 K 8 posts per week 5%
LinkedIn https://www.linkedin.com/company-
beta/309694?pathWildcard=309694
332 K 1 post per month 0%
5. Social Media Audit – Traffic Source
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 7,000 Visits 25% 3.5%
Instagram N/A N/A N/A
Twitter 2,500 visits 5% 2%
LinkedIn 50 visits 0.3% .015%
Website Traffic Sources Assessment
Timeframe: November 2016- December 2016
Assessment Summary: Currently Facebook shows to be the biggest source of traffic
to our brand
6. Social Media Audit – Audience
Demographics
Audience Demographic Summary:
The average age demographic of people who are using Airbnb the most are 18-30
year olds.
The main social media networks used are Facebook and Instagram
Affordability is a primary motive for people using Airbnb
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
50% 18-30 57% females 60% Facebook 70% Instagram Affordable and
safe
Cool and
Unique
30% 31-40 43% Males 20% Instagram 25% Facebook
15% 41-55 10% Twitter 5% Twitter
5% 56-80
7. Social Media- Competitor Analysis
Competitor Name Social Media Profile Strengths Weaknesses
HomeAway Instagram Visual Posts featuring
locations, Frequent
posts
Not very interactive
with customers
VRBO Twitter Frequent Posts,
responds to customers
Low engagement
Tripping Facebook Visual, shares and
comments to
customers
Not a lot of
engagement
8. Social Media Objectives
In 2017, Airbnbs main goal is to focus on our social media and setting ourselves
apart from our competitors. The more traffic through our accounts the more well
known our brand will be. Implementing engagement to our customers will
influence positive experiences and better our brand.
Increasing followers and customer engagement can be done quickly if done right.
Setting goals for followers reached and interactions daily.
9. Online Brand Persona and Voice
Adjectives that describe Airbnb
Fun
Youthful
Inclusive
Community
Experience
When interacting with customers
we are:
Helpful
Quick
Friendly
10. Strategies and Tools
Paid: Once a week, promote an advertisement to the social media account with
the average most engagement.
Owned: Come up with a creative hashtag to use to get users sharing and joining
informing you about their experience. Start a Twitter Chat to engage users
Earned: Partner with different organizations that encourage travel and experience
11. Timing and Key Dates
Holidays
People love to travel over the holidays (any of them, even just a long weekend)
Summer
Vacation time is taken frequently over the summer months and people need places to
stay
Big Events
Music Festivals, conventions, sporting events
12. Social Media Roles and Responsibilities
Social Media Director – Kyle Williams
Boost social media buzz, introduce concepts and bring in customers
Social Media Specialist - Ashley Vail
Manage day-to-day communications across social media platforms
Social Marketing Manager – Jasmine Atherton
Create promos for the brand, social media campaigns
13. Social Media Policy
Social media has a huge impact on our company. Business is being approved,
shared, and introduced through social media in todays world. Keeping up to date
with modern trends and what is in is all spread out through social media
platforms. As an employee using social media there are guidelines that need to be
followed:
Be nice and professional when interacting with anyone on a platform
Do not post any slander, vulgar or illegal things
Think before posting, get a second opinion
Be helpful and interactive
14. Critical Response Plan
Scenario 1: Inappropriate message posted on social media
Action Plan:
Screenshot post immediately and then delete the post
Alert a manager
If it is a negative or upset review have someone get in contact with customer to understand the
situation
Scenario 2: Customer gives a terrible review
Action Plan
Contact the host to see what happened and then contact the customer
Offer discount code to customer or give a benefit to host depending on situation
