A potential Social Media Strategy to engage clients on Airbnb

1. Airbnb
Paola Querales
February 19, 2017

2. Table of Contents
1. Cover Page and Table
2. Table of Contents
3. Executive Summary
4. Social Media Audit
5. Social Media Objectives
6. Online Brand Persona and Voice
7. Strategies and Tools
8. Timing and Key Dates
9. Social Media Roles and Responsibilities
10. Social Media Policy
11. Critical Response Plan
12. Measurement and Reporting Results

3. Executive Summary
• Airbnb’s major social media priorities for 2017 will be increasing
bookings and increasing engagement on social media platforms.
Two social strategies will be implemented to achieve this objective:
1. Provide more publications on how to list for properties
2. Encourage bookings by publishing more content.

4. Social Media Audit: Social Media Assessment
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook https://www.facebo
ok.com/airbnb/
5,229,879 5 posts per week 80%
Twitter https://twitter.com
/Airbnb
573,000 8 posts per week 2-6 likes per post
Instagram https://www.instagr
am.com/airbnb/?hl=
en
1.6 million 10 posts per week 15,000 likes
Linkedin https://www.linkedi
n.com/company-
beta/309694?pathWi
ldcard=309694
332,428 2 posts per month 0%

5. Social Media Audit: Web Traffic Sources
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 35,000 unique visits N/A N/A
LinkedIn N/A N/A N/A

6. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Tripping.com https://www.facebook
.com/tripping/
Organized social media
layouts with frequent
posting. (Averaging
about 6 posts per
week)
Infrequent replies to
questions on social
media, unverified
social media accounts.
Shared articles
sometimes contain
irrelevant content.
Sample comment from
follower: “What a silly
question.”
FlipKey https://www.facebook
.com/flipkey/
Diligent customer
service responding to
clients in detail.
Reputation for
scamming clients.

7. Social media objectives
The goal for 2017 is to bring in more revenue by boosting
popular properties and destinations listed on Airbnb, as well
as sharing content relevant to first-time listers.
Specific objectives include:
1. Increase volume of visual content (specifically photos)
on Facebook by 40% in 6 months.
2. Introduce and share the #TravelToday hashtag. Share
1000 times in 6 months.
3. Increase first-time listing and first-time renting
publications by 20%

8. Online Brand Persona and Voice: Persona
Adjectives that describe us:
Friendly
Clean
Experienced
Dynamic

9. Online Brand Persona and Voice: Voice
When interacting with our customers we are:
Reasonable
Kind
Attentive
Detailed

10. Strategies and Tools
Paid Earned Owned
• Boost most popular
Facebook posts. (Must
have a minimum of 300
likes)
• As part of a new
#TravelToday campaign,
offer a discount code to
every customer that books
a property within 24 hours
of creating an account for
the first time.
• Partner with famous travel
experts for a YouTube
series on best Airbnb travel
destination.
• Share posts of celebrities
using Airbnb
• Introduce the #TravelToday
hashtag to Twitter and
Instagram as part of a
campaign to promote more
booking.
• Send email to all account
users introducing the
#TravelToday campaign.
Tools: N/A

11. Timing and Key Dates
Important dates/holidays for business:
• World Tourism Day (September 27th)
• Christmas Day
• New Years
• Fourth of July
• Valentines Day
• Memorial Day (Long Weekend)
• Labor Day (Long Weekend)

12. Social Media Roles and Responsibilities
• CX Team Coordinator: Kyle Williams
• Social Media Manager: Jasmine (Maleknia) Atherton
Oversee functioning of social media team, increase brand awareness, manage
content.

13. Social Media Policy
• Airbnb is an online marketplace known for its hospitable nature and encouraging staff worldwide.
We understand that acceptance starts with us. Customer satisfaction and our online presence is of
the upmost importance to our success. As an employee of Airbnb you will be expected to follow
these guidelines on social media etiquette:
• Be respectful.
• If you cannot answer a question, direct the customer to someone who can.
• Be tolerant of other cultures.
• Bullying is prohibited.
• Do not slander the competition on social media.
• Be kind.

14. Critical Response Plan
• Scenario 1: Host or customer complaint/slandering of Airbnb on social media due
to negligence of property.
1. Apologize to host or client.
2. Replace or fix any damage done to hosts home by client.
3. If the opposite occurs and the client complains that the home has been neglected or
not cared for, offer a refund to the client and discount code for future Airbnb stay.
• Scenario 2: Inappropriate post made by the Social Media team:
1. Locate and screenshot the inappropriate post.
2. Delete the post.
3. Notify the Social Media Manager.
4. Issue an apology on the appropriate social media channels.
Ex: “We sincerely apologize for the comments made on behalf of our company. Here at
Airbnb we care about the experience, comfort, and satisfaction of our customers. We
would never endorse any course of action or behavior that defies those principles.”

15. Measurement and Reporting Results
Qualitative KPI:
An analysis of 100 Facebook posts, 100 tweets, and 100 Instagram photos revealed:
• Increase in customer photo sharing and shout outs made.
• Negative sentiment is being driven by timeliness of customer service response.
Quantitative KPI:
Social Network Follower Count Average Weekly activity
Facebook 11% growth 10 posts per week
Instagram 20% growth 15 posts per week

16. Proposed Action Items
• Continue #WeAccept campaign and consider continuing the new
campaign #TravelToday
• Prepare a strategy for developing a larger presence on LinkedIn.