Social Media Strategy for Airbnb

1. Airbnb
Social Media Strategy
By: Megan Janosky May 26, 2017

2. Table of Contents
3 – Summary
4 - Social media assessment
5 – Website traffic assessment
6 - Audience demographic assessment
7 – Competitor assessment
8 – Social media objectives
9 – Online brand persona and voice
10 – Strategies and tools
11 – Timing and key dates
12 – Social media rules and responsibilities
13 – Social media policy
14 – Critical response plan
15 – Measurement and reporting results

3. Summary
• Our goal is to improve our social media
presence and increase brand awareness
with the public.
• Increase awareness, accessibility and
user-friendly platforms.

4. Social Media Assessment
Social
Network
URL Follower Count Average
Weekly
Activity
Average
Engagement
Rate
Facebook https://www.fa
cebook.com/air
bnb
6,439,468
10 post 2%
Instagram https://www.in
stagram.com/ai
rbnb/
1,900,000 9 post 2.5%
Twitter https://twitter.
com/airbnb
21,900 5 post 0.5%
Pinterest https://www.pi
nterest.com/air
bnb/
45,123 4 post 0.5%
Assessment: Our biggest following is on Facebook, but we get more feedback and
customer responses on Instagram.

5. Website Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion Rate
Facebook 500,000 unique
visits
N/A N/A
Instagram 800,000 unique
visits
N/A N/A
Twitter 40,000 unique visits N/A N/A
Pinterest No data No data No data
Instagram is the biggest source of traffic.

6. Audience Demographic Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
18 - 30 =
55%
31 – 50 =
45%
51 – 80 =
5%
62% male
38% female
50%
Facebook
40%
Instagram
10% Twitter
50%
Pinterest
20%
Google+
15%
Youtube
15%
LinkedIn
Looking for
an
adventurous
vacation
Affordable
Assessment: Most customers are 18 – 30 years old and their primary social media
choice is Facebook and Instagram.

7. Competitor Assessment
Competitor Name Social Media
Platform
Strengths Weaknesses
Trippin https://www.faceb
ook.com/tripping
Has partnerships
with major sites
like: VRBO,
HomeAway, FlipKey
Not a big following
VayStays https://www.instag
ram.com/tripping/
Luxury living in
SouthAmerica
Not a big following
While both of these competitors are growing they do not have as big of a following
of Airbnb and re not as trusted.

8. Social Media Objectives
• Use social media to promote awareness
and increase revenue
• Key Message
– Live There
• KPI’s
– number of app users
– Number of unique followers
– Post per weekly

9. Online Brand Persona and Voice
• Adjectives that describe the brand
– Adventure
– Local
– Affordable
– Family friendly

10. Strategies and Tools
• Paid: Promote paid advertisements to get
more engagement
• Owned: come up with new hashtags and
promote savings for summer
vacations
• Earned: partner with
celebrities to boost
awareness

11. Timing and Key Dates
• Memorial Day Weekend
• July 4th Weekend
• Summer Vacation
• Father’s Day
• Labor Day
• Spring Break

12. Social Media Roles and Responsibilities
• Global Marketing Director – Alexandra
Dimiziana
• Social Media Manager – Jasmine Atherton
• Social Media Coordinator – Khoi Tran

13. Social Media Policy
• Communication is key. New ideas should be
shared and approved before posting on social
media platforms. Encourage customers to post
their experiences and feature using
appropriate hashtags

14. Critical Response Plan
• Host not happy with tenants
– Apologize to host and discuss cost and damages,
offer host a discount

15. Measurement and Reporting Results
• Quantitative KPI’s
– Data as of March 1, 2017
Website Traffice Source Assessment
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Instagram 800,000
unique visits
30% 2%
Social Network Data
Social Network URL Following
Count
Average
Weekly Activity
Engagement
Rate
Instagram https://www.ins
tagram.com/air
bnb/
1.5 million 25 posts a week 20%
Twitter https://twitter.c
om/Airbnb?
569,000 25 posts a day 12%