2. Table of Contents
Executive Summary…………………………………….....................………………………………………….....3
Social Media Audit…………………………………………………………………………………………….…...4-7
Social Media Objectives…..……………………………………………………………………………..……….....8
Online Brand Persona & Voice…...…………………………………………………………………………..….....9
Strategies & Tools………………………………………………………………………………………………10-11
Timing & Key Dates…….……………………………………………………….………………………………….12
Roles & Responsibilities………….………………………………………………………...……………………...13
Social Media Policy………………………………………………………………………………….……………...14
Critical Response Plan………………………………………………………………………………….……...15-16
Measurement & Reporting Results…………………………………………………………….........………..17-19
2
3. Executive Summary
Our major social media priorities for 2017 will be increasing engagement among our audience.
The primary focus will be to support overall business growth and revenue generation by driving more
traffic to our website. This will be accomplished by creating and curating relevant and engaging content,
which will allow us to build meaningful relationships with our customers and allow us to add value to
Airbnb.
Two major social strategies will support this objective:
1. Increase the number of engagements and conversations among audience members
2. Increase the volume of followers across all platforms
3
4. Social Media Audit
The following is an audit of Airbnb’s social media presence to date. It includes an assessment of all social networks, web
traffic, audience demographics and a competitor analysis.
Social Media Assessment
Data as of January 1,2017
Assessment Summary: Although Instagram has the most frequent posts, Facebook has the highest level of followers and
engagement, with Instagram being the second highest. LinkedIn has infrequent posts and few interactions. The relevancy
of this channel to the brand should be considered. 4
Social Network URL Follower Count Average Weekly Activity Average Engagement
Rate
Facebook https://www.facebook.com/
airbnb/
5,208,449 3 posts per week 87%
Twitter https://www.twitter.com/
airbnb
573,003 8 posts per week 5%
Instagram https://www.instagram.com/
airbnb/
1,600,000 18 posts per week Average interactions
(comments) per post: 250
LinkedIn https://www.linkedin.com/
company/airbnb
332,141 1 post per month 0%
5. Social Media Audit, continued
Website Traffic Sources Assessment
Timeframe: Monthly data, November 2016 to December 2016
Assessment Summary: Facebook is currently the biggest driver of traffic to our website. Furthermore, Facebook has a
slightly higher conversion rate than Twitter. While no direct traffic data is available for Instagram, many social interactions
occur on this network.
5
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 7,000 unique visits 25% 3.5%
Twitter 2,500 unique visits 5% 2%
Instagram NO DATA NO DATA NO DATA
LinkedIn 50 unique visits 0.3% .015%
6. Social Media Audit, continued
Audience Demographics
Survey distributed in January via email and upon visitor registration. Total applicant responses: 1000
Assessment Summary: A majority of the respondents are in the 18-30 age range and use Facebook and Instagram as
their primary social networks. Affordable prices and safety in locations around the world are primary motivators for using
Airbnb. Resources should be dedicated to further developing Instagram content and engagement.
6
Age Distribution Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
50% 18-30
30% 31-40
15% 41-55
5% 56-80
57% Female
43% Male
60% Facebook
20% Instagram
10% Twitter
70% Instagram
25% Facebook
5% Twitter
Finding an
affordable and safe
place to stay while
traveling around the
world.
Staying in trendy
and unique
accommodations.
7. Social Media Audit, continued
Competitor Analysis
Assessment Summary: The Competitor Analysis focused on the strengths and weaknesses of Airbnb’s biggest
competitors in the realm of Instagram, Facebook and Twitter, respectively. While all had frequent and visual posts, each
brand struggles with engagement and interactions with audience.
7
Competitor Name Social Media Profile Strengths Weaknesses
HomeAway Instagram: @homeaway Visual posts featuring
HomeAway locations, frequent
posts
One-way conversation, brand
does not interact with those
commenting on posts
Tripping FB: @tripping Very visual, comments from
visitors are responded to, shares
content relevant to customers’
interests
Small number of interactions and
not a lot of engagement per post
VRBO TW: @vrbo Frequent posts, interacts with
customers, retweets customer
testimonials
Low engagement per tweet (few
likes on each tweet, rarely
receive retweets)
8. Social Media Objectives
In 2017, the primary focus of our social media strategy will be to support overall business growth and revenue goals by
directing more traffic from our social channels to our website. In order to accomplish these objectives, our social media
priorities will be increasing the engagement among our online following by interacting more with our audience and more
frequently sharing relevant content.
Some specific objectives include:
1. Increase visitors to website by 25% in next 6 months via:
a. Use of brand hashtags on all social platforms
b. Increased engagement and responses to customers on Instagram
2. Increase Twitter followers by 5,000 in 6 months
3. Increase Instagram followers by 3,000 in 6 months
8
Key Performance Indicators:
1. Number of unique visitors from
Facebook, Twitter and Instagram
2. Number of Instagram followers
3. Number of Twitter followers
4. Number of comments and likes on
Instagram
5. Sentiment analysisKey Messages:
● Home. Wherever You Are.
● Safe and Affordable Accommodations Around the World.
9. Online Brand Persona and Voice
Adjectives that describe our brand:
Youthful
Inclusive
Adventurous
High-quality
9
When interacting with customers we are:
Helpful
Polite
Knowledgeable
10. Strategies and Tools
Paid:
Each Friday, boot that week’s most popular organic Facebook posts for the
weekend. The post must have a minimum organic reach of 1,000 as well
as a minimum of 300 likes or 150 comments. Additionally, utilize one
sponsored Instagram post each weekend.
Owned:
Introduce the hashtag #WhereWillYouGo on all platforms. Encourage
audience members to utilize hashtag in order to join the conversation.
Source user-generated content from those who use hashtag and regram,
retweet, or post UGC on Facebook 3 times per week.
Earned:
Partner with 10 key influencers in travel industry to co-develop articles and
videos about influencers’ Airbnb stays as well as travels to gain larger
reach.
Monitor Twitter for keywords: vacation, travel, rentals, Airbnb. Offer
discount codes to 75 warm leads/prospects for use when they book using
Airbnb for the first time = unexpected delight.
10
11. Strategies and Tools, continued
Approved Tools:
Hootsuite
Buffer
Regram App
Canva for Work
Rejected Tools:
N/A
Existing Subscriptions/Licenses:
Photoshop
Illustrator
Indesign
Vimeo
11
12. Timing and Key Dates
Key Dates:
• Holidays (consider holidays from various
cultures due to global nature of business)
• Spring Break
• Summer Vacation
• Winter Break
• SXSW
• Large music festivals (ex: Coachella, Austin
City Limits)
Internal Events:
• Give Back Day
• Each Airbnb office takes the day to
volunteer in their local communities.
12
Lead Times:
• Allow at least 2 weeks for planning and
review of all campaign materials across
platforms to ensure message consistency for
special events.
Reporting Dates:
• Reporting will occur quarterly beginning in
March. Exact dates TBD.
13. Social Media Roles and Responsibilities
Global Head of Social Marketing and Content — Eric Toda
Oversee the development of marketing plans and content for the brand, ensure consistent brand
messaging, utilize creativity to create brand story and messaging, oversee social marketing
departments across US Airbnb offices
Social Marketing Manager — Jasmine Atherton
Create social media strategy to promote Airbnb, oversee social marketing team, create best
practices for social media, utilize internal and external resources to ensure successful social
media campaigns
Social Media Specialist — Ashley Vail
Manage day-to-day communications across various platforms, monitor content during campaigns
and events
13
14. Social Media Policy
Social media is a huge part of our lives as well as what we do at Airbnb. Social media allows us engage with and build
relationships with our customers. It allows us to share what’s new and exciting here at Airbnb and let people get a glimpse
into the inner workings of the company. As an employee and representative of Airbnb you are expected to adhere to the
following social media guidelines:
• Be respectful and polite
• Never post illegal material
• Do not attack the competition
• Be attentive in interactions with Airbnb customers
• Be helpful
Violation of the Airbnb social media policy may result in corrective action, including termination. You may be subject to legal
action, including criminal prosecution. Airbnb reserves the right to take actions it deems appropriate on a case by case
basis. If you have any questions, please reach out to the Human Resources Team.
14
15. Critical Response Plan
Scenario 1: Inappropriate message posted on social media platform from @airbnb
Action Plan:
1. When post is detected:
a. Take screenshot of post
b. Delete post
c. Alert Social Marketing Manager (Jasmine Atherton). If unavailable, alert Head of Social Marketing and
Content (Eric Toda).
2. Jasmine and Eric to discuss impact, evaluate further action.
3. Jasmine to develop messaging to follow-up on inappropriate post. Eric to approve.
4. If media has seen post and developed news articles, Eric to issue statement.
5. Issue disciplinary action to employee who was origin of inappropriate post.
NO PRE-APPROVED MESSAGING IN THIS SCENARIO.
Messaging will be developed on a case by case basis.
15
16. Critical Response Plan, continued
Scenario 2: Negative Airbnb experience highly publicized on social platforms
Action Plan:
1. Social Media Specialist (Ashely Vail) to respond immediately..
2. Offer solution to problem, or if no solution available, offer Airbnb discount rate.
3. Social Marketing Manager (Jasmine Atherton) to contact host of Airbnb site where problem occurred to remedy
situation.
4. Ashley and Jasmine to develop messaging for general public to counteract highly publicized negative experience.
NO PRE-APPROVED MESSAGING IN THIS SCENARIO.
Messaging will be developed on a case by case basis.
16
17. Measurement and Reporting Results
Quantitative KPIs
Reporting period: roughly 2 months
Data as of February 18, 2017
Website Traffic Sources Assessment
Timeframe: Monthly average, January 2017 to February 2017
17
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 8,500 unique visits
+ 21% growth
32% 10%
Twitter 3,500 unique visits
+ 40% growth
11% 6%
Instagram NO DATA NO DATA NO DATA
LinkedIn 55 unique visits
+10% growth
1% .5%
18. Measurement and Reporting Results, cont.
Social Network Data
Timeframe: As of February 18, 2017
18
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook https://
www.facebook.com/
airbnb/
5,210,250
+0.03% growth
9 posts per week
+200% growth
90%
Twitter https://
www.twitter.com/
airbnb
575,003
+0.3% growth
13 posts per week
+63% growth
11%
Instagram https://
www.instagram.com/
airbnb/
1,603,000
+0.19% growth
25 posts per week
+39% growth
Average interactions
(comments) per post:
390
LinkedIn https://
www.linkedin.com/
company/airbnb
340,000
+2.4% growth
3 posts per month
+200% growth
1.5%
19. Measurement and Reporting Results, cont.
Quantitative Summary: The amount of followers grew marginally over the reporting period as did the conversion rate. One
notable accomplishment is the average Instagram interactions growing from 250 to 390. Additionally, we achieved our goal
of increasing engagement by utilizing more user-generated content through #WhereWillYouGo.
Qualitative KPIs
Sentiment Analysis:
An analysis of the interactions on 500 Facebook posts, Instagram posts and Tweets revealed the following:
• Overall positive sentiment from those who utilize properties posted on Airbnb. This includes reviews on the Airbnb
website, Instagram posts and Airbnb recommendations online.
• The biggest driver of negative sentiment is related to pricing. Customers are searching for nice places at prices lower
than those of major hotel chains.
Proposed Action Items
• Continue use of #WhereWillYouGo
• Continue to utilize user-generated content to engage with audience across all platforms
• Bolster presence on LinkedIn by posting relevant content more frequently
19
