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Airbnb marketing strategies
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  1. 1. Social Media Strategy Jordan Folkes Feb. 19, 2016
  2. 2. Table of Contents ■ Executive Summary ■ Social Media Audit - – Social Media Assessment – Website – Audience – Competitors ■ Social Media Objectives ■ Online Brand Persona and Voice ■ Strategies andTools ■ Timing and Key Dates ■ Social Media Roles and Responsibilities ■ Social Media Policy ■ Critical Response Plan ■ Measurement and Reporting Results
  3. 3. Executive Summary ■ The major social media priorities for 2017 will be growing the online following and community ■ The primary focus will be to support revenue goals through driving more traffic to the website by sharing more engaging, relevant content and building deeper relationships with our customers.The company needs to increase following on smaller networked sites to create a broad base of social network communities. – LinkedIn,YouTube ■ Major social strategies will support this objective: – A plan to increase the volume of content we publish to our social profiles. – Develop more posts on niched social networks – Encourage conversations and discoverability of content.
  4. 4. Social Media Audit ■ The following is an audit of Airbnb . social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis. Social Network URL Followe r Count Average Weekly Activity Average Engagement Rate website https://www.airbnb.com/ 1 million + views Varies on Deals 27% engagement rate Twitter https://twitter.com/Airbnb 573K 20 posts per week 250 likes/tweet Facebook https://www.facebook.com/airbnb/ 5,235,353 5-6 posts per week 80% engagement rate Google + https://plus.google.com/+airbnb 3,190,520 Last post Sep 28, 2015 0% LinkedIn https://www.linkedin.com/company- beta/309694?pathWildcard=309694 332,554 1 post per month 0% YouTube https://www.youtube.com/user/Air bnb 61,722 3 videos per week Varies from 1000 to 1 millions views Instagram https://www.instagram.com/airbnb/ 1.6m 8-9 posts per month Up to 25,000 likes/per
  5. 5. Social Media Audit –Traffic Source Social Network Volume % ofTraffic Conversion Rate website 57.3 million unique visits N/A 27% (Bounce Rate) Twitter 40,000 unique visits 2.09% 1.2% Facebook 500,000 unique visits 5% 3.2% Google + N/A N/A N/A LinkedIn N/A N/A N/A YouTube 10,000 Unique views 9.40% N/A Instagram 800,000 unique visits 3% 1.5 Time Frame: Feb 10 - 17 Summary: Airbnb.com is the biggest traffic source
  6. 6. Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 40% (18-30) 50& Female 50% Instagram 40%Website Affordability and “hipster” Convenience and adventure 30% (31-40) 50% Male 40 & Website 30%Twitter Low cost and fees Able to save and not go to a hotel while close to location 20% (41-55) 10%Twitter 30% LinkedIn 10% (56-80+) Social Media Audit – Audience Audience Demographic: People ages 18-30 use Airbnb the most due to affordability and “hipster” trend.The costs are more affordable than that of a hotel
  7. 7. Competitor Name Media Profile Strength Weaknesses Tripping.com Facebook: @Tripping Twitter: @Tripping Instagram: @Tripping Umbrella for multiple travel conglomerates. Strong brand display Needs to post more on all platforms FlipKey Facebook: @FlipKey Instagram: @Flipkey_vacation Twitter: @Flipkey Offered through a top competitor, great posts Low following on platform Wimdu Facebook: @Wimdu Twitter: @Wimdu Daily tweets. Great display of brand across platforms Not a strong following VRBO Facebook: @VRBO Twitter: @VRBO Top competitor, strong media following Does not post frequently Social Media Audit –Competitor
  8. 8. Social Media Objectives ■ After a strong outing in 2016, and the building of their brand to being the top competitor in a short amount of time, Airbnb has to develop content for all social media platforms that will increase there following and spread the name of the company. ■ Airbnb can benefit from spreading their demographic across the spectrum. College students going to music festival or spring break vacations, to families travelling, and business men and women travelling. Demographics can be amplified by sharing messages that speak to everyone.
  9. 9. Social Media Objectives Key Performance Indicators (KPI) ■ Number of unique visitors from Facebook,Twitter and LinkedIn ■ Followers onTwitter and Instagram ■ Posts per platform Key Messages ■ Unforgettable trips start here. ■ Book unique homes and experience a city like a local.
  10. 10. Online Brand and Persona andVoice Adjectives that describe Airbnb: ■ Fun ■ Community ■ Unforgettable ■ Home ■ Experience When interacting with customer we are: ■ Friendly ■ Resourceful ■ Kind
  11. 11. Strategies andTools Paid: ■ Using paid promotions, such as those onTwitter and Facebook for example, to reach out to users and clients that would otherwise hear about Airbnb through word of mouth. Owned: ■ Introduce new hashtags that promote a new message.These can be used to implement company policy or messages used to increase demographic or base of company following. ■ Followers can use retweet messages which allows ”word of mouth” spread. Earned: ■ Use keywords to implement geotagging, partner with socialites that can influence the product of Airbnb. Tools: Approved: N/A Rejected: N/A Existing License: N/A
  12. 12. Timing and Key Dates ■ Holiday’s – NewYear’s Day (January 1st) – Martin Luther Kin,Jr. Day (January 16th) – GeorgeWashington's Birthday (February 20th) – Memorial day (May 29th) – Independence Day (July 4th) – Labor Day (September 4th) – Columbus Day (October 9th) – Veterans Day (November 10th) – Thanksgiving Day (November 23rd) – Christmas Day (December 25th)
  13. 13. Social Media Roles and Responsibilities ■ Head of Global Public Relations - Natalie Harrison – Including global consumer, product & tech and international PR ■ Global Head of Social Marketing and Content - EricToda – Manage content and increase social standing of company, attract customers ■ Head of Social/Social Media Manager – JasmineAtherton – Public voice of the company on all external sites.Create, curate, and manage all published content.
  14. 14. Social Media Policy ■ Social media is integral to the success of a growing company.A lot of companies find success through the influence of their customers who share, retweet, and re-gram posts that boost their brand. Airbnb, as a home and community based field, should strive to have customers spread positive word of mouth about the brand ad share ads, tweets, posts, etc. via social media platforms. ■ Guidelines to follow: – Be respectful – Use inclusive language – Ask before posting – Be courteous to customer
  15. 15. Critical Response Plan ■ ScenarioOne-Inappropriate tweet sent from @Airbnb – 1.Tweet will be recorded – 2. Deleted immediately – 3. Contact Social Media Manager, action will be taken further on their behalf – 4. Have Social MediaTeam create and curate post with written apology. – 5. Social Media Manager will take action dependent of severity of post. – Pre- Approved Messaging: ■ Messaging (on behalf of the company) will be dependent on the nature of the tweet – developed by Social MediaTeam.
  16. 16. Critical Response Plan ■ ScenarioTwo- Customer or Host Complaint – 1. Reach or to Customer and Host to understand situation – 2. Alert senior leadership team to any negative posts – 3. Contact PR department if media spreads story – 4. Monitor situation – 5. Offer incentives such as discounts or reimbursements for any damages that may have been done – Pre-approved messaging ■ “Sorry to hear that! We love all of our customers, Please DM us so we can sort this out.” (Sent to customer) ■ Based on incident
  17. 17. Measurement and Reporting Rules Source URL Follower Count Avg. Weekly Activity Engagement Rate LinkedIn https://www.linkedin.co m/company- beta/309694?pathWildca rd=309694 500,000 10 posts per month 5% YouTube https://www.youtube.com/us er/Airbnb 100,000 10 videos per week Views up 200%+ Social Network Data Source Volume % ofTraffic Conversion Rate Instagram 900,000 unique visit 5% 3.2% WebsiteTraffic Source Assessment Timeframe: N/A
  18. 18. Measurement and Reporting Results ■ Quantitative KPIs – Sentiment Analysis ■ An analysis of the interaction on our posts across all platforms have revealed the following: – Positive sentiment from customers who have experience an Airbnb. – Word of mouth has spread due to positive feedback – Proposed Action Items ■ Continue to use hashtags to spread company message ■ Continue to halt negative publicity by engaging with customer ■ Create content that allows customers to interact and show personal experience Social Network Summary: Niched use of social sites are gaining an audience due an increase in posts.All previously used major platforms Increased followers due to regulations and creativity.

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