2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
a) Website Traffic Assessment
b) Audience Demographics Assessment
c) Competitors Assessment
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 will be to gain a larger following.
The primary focus will be on increasing awareness by building stronger relationships with current clients to
influence their sharing of our content as well as utilizing our resources to share more engaging and
interesting content.
Strategies established to carry out this objective:
1. Interact with current client base in a motivating and engaging manner by publishing promotion deals and
giveaways.
2. Share more content and connect with new followers.
4. SOCIAL MEDIA AUDIT
Social Network URL Follower Count Average Weekly Activity
Twitter https://twitter.com/Airbn
b
575,000 10-12
Facebook https://www.facebook.co
m/airbnb/
5,301,651 8
Instagram https://www.instagram.c
om/airbnb/
1,600,000 14 (2/Day)
Social Media Assessment:
As of today, Facebook holds our largest following. However, Instagram also attracts many new customers,
especially in the newer generation of clientele.
5. WEBSITE TRAFFIC ASSESSMENT
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 35,000 Unique
Visits
Information Not
Available
Information Not
Available
Facebook 500,000 Unique
Visits
Information Not
Available
Information Not
Available
Instagram 800,000 Unique
Visits
Information Not
Available
Information Not
Available
Traffic Summary:
Although Facebook
has the largest
following,
Instagram stands
out with the
highest number of
unique visits.
7. COMPETITOR ASSESSMENT
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Home Away https://www.instagr
am.com/homeaway
/?hl=en
https://www.facebo
ok.com/HomeAway
/
• Large homes
available
• Great for
families
• More
expensive
Tripping.com https://www.instagr
am.com/tripping/?
hl=en
https://www.facebo
ok.com/tripping/
• Frequent
posts on
social media
• Weak content
• Lack of
engagement
with audience
VRBO https://www.facebo
ok.com/VRBO/
• Simple
process
• Specializes in
vacations
• Fewer
properties and
locations
Competitor Assessment
Summary:
Home Away is the stronger
competitor, with Tripping.com
coming up next and finishing
off with VRBO.
8. SOCIAL MEDIA OBJECTIVES
Specific Objectives
1. Introduce the #ExploreMore
hashtag with interesting stories
from traveler experiences. Gain
at least 1,500 shares in 6
months.
2. Increase engagement with
current customers via giveaways
and promotion deals by 25% in
6 months.
3. Increase amount of strong
content such as videos or
photos with stories by 30% in 6
months.
KPIs
1. Number of shares on the
#ExploreMore campaign via
Instagram, Facebook, and
Twitter.
2. Increase in customer following
on Instagram, Facebook and
Twitter from giveaway and
promo campaigns.
3. Number of videos and photo
with stories posted to Facebook,
Instagram and twitter on a
weekly basis.
Key Messages
1. The Experience of a Lifetime
2. Not All Who Wander Are Lost
3. Collect Moments, Not Things
9. ONLINE BRAND PERSONA AND VOICE
Adjectives describing Airbnb as a
Brand:
Friendly
Reliable
Accommodating
Community
Adventure
Safe and Clean
Professional
When interacting with clients we are…
Engaging
Friendly
Patient
Attentive
Trustworthy
Compassionate
Helpful
10. STRATEGIES AND TOOLS
Strategies
Paid
Boosts on Facebook posts as well as Ads for
Instagram and Travel websites
Owned
Introduce #ExploreMore and encourage clients to
post the hashtag during their stays to increase
engagement
Earned
Share the stories of more-than-satisfied customers
and partner with celebrities and other influencers
for increased awareness
Tools
Approved Tools
Hootsuite, Buffer, Adobe Creative Cloud
Rejected Tools
Information Not Available
Existing Subscriptions + Licenses
Information Not Available
11. TIMING AND KEY DATES
Holiday Dates
Valentine’s Day
Christmas (Eve and Day)
New Years
3-Day Weekends
MLK Day
Memorial Day
Labor Day
President’s Day
Easter/Passover
4th of July
World Tourism Day
Internal Events
Community and other Volunteer Events
Reporting Dates
Holiday-related content must go along with
Airbnb’s voice
Content for holidays should be coordinated at
least one week in advance
13. SOCIAL MEDIA POLICY
Acceptance is key
Compassion and Empathy
Be patient
Always be friendly
Be respectful to the opinions and views of
customers
Intolerance and Bullying is always prohibited
Never leave customers in the dust; if you do not
know an answer, transfer them to someone that
does
Engage with all customers, both positive and
negative
Stay along the lines of company voice and values
As Airbnb is a company with an online market, proper social media practices are essential to our brand.
Customer satisfaction is always our number one priority and all employees must abide by the following
criteria:
14. CRITICAL RESPONSE PLAN
Scenario 1: Social Media team made an
inappropriate/unplanned post
Action Plan
1. Screenshot said post, then delete immediately.
2. Interpret audience reaction.
3. Confirm who posted it and take whatever action
necessary.
4. Post a genuine apology.
Pre-Approved Messaging:
jkfwjf
Scenario 2: A negative story has gone
viral
Action Plan
1. Reach out to the client involved in the story and
figure out the details of the issue.
2. Assess the situation and address the problem at
its source.
3. Once everything has been sorted out, use
judgement to determine if an apology post
would be helpful.
Pre-Approved Messaging:
jdfnwjlfnw
15. MEASUREMENT AND REPORTING
Qualitative KPIs
Analyze posts on Facebook and Instagram
Increased posts by customers using #ExploreMore
Source Percentage of Overall Traffic
Growth
Weekly Activity
Facebook 11% 10-12 Posts
Instagram 20% 14-17 Posts
16. SOCIAL NETWORK DATA
Social Network URL Follower Count Average Weekly
Facebook https://www.facebook.co
m/airbnb/
+200,000 12 Posts
Instagram https://www.instagram.c
om/airbnb/
+400,000 18 Posts
Twitter https://twitter.com/Airbn
b
+60,000 15 Posts
The #ExploreMore campaign was successful because it was an inexpensive and efficient manner to gain a
sufficient amount of followers on all social media accounts