Social Media Strategy

Ashley Lu 17, February 2017

1. Executive Summary

2. Social Media Audit

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

Table of contents

Our major social media priorities for 2017 will be improving the quality of our online community by

increasing the number of meaningful engagements on posts across each social media platform. The

primary focuses will be to post more meaningful and culturally relevant content and to more actively

engage with users.

Executive summary

Social media assessment:At the present time, the highest number of interactions per post are on Facebook and the lowest are found on Twitter. Although each platform sees an overall large number of interactions, the large number of followers renders a low engagement rate. Across everyplatform, AirBnb has a low quality of followers that do not engage.

Social Media AuditSocial network URL Follower

countAverageweekly activity

Average engagement rate

#interactions/reach

Facebook facebook.com/airbnb 5,218,107 7 posts 5%

Twitter twitter.com/airbnb 573k 14 posts 1%

Instagram instagram.com/airbnb 1.6m 16 posts 2%

YouTube youtube.com/Airbnb 62k 2 videos 50,000 views per video

The following is an audit of Airbnb’s, Inc. social media presence as of February 18, 2017. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis

Competitors: HomeAway VRBO Wimdu

Couch surfing Roomorama

In 2017, the primary focus of our social media strategy will be to Specific objectives will include:• Increase user engagement across all platforms by 3%

• Reply to 45% of mentions across each social media platform• Increase use of company specific hashtags across all platforms

Social media objectives

Adjectives that describe our brandAdventurousFriendly

DiverseInnovativeAccepting

Online brand, persona, and voice

When interacting with our customers we are:Understanding

AccommodatingEncouragingHelpful

Paid: • Once a month, identify one highly rated and experienced AirBnb host to live stream an overview and

highlight of their home, as well as their city. The live stream will be featured on Instagram, Facebook, and Youtube.

• Once a month, identify a frequent AirBnb guest to live tweet a day of their travels via Twitter

Earned: • Identify neighborhoods and cities with a high demand. Partner with local businesses and attractions to

offer deals to guests staying at a local AirBnb.

Tools:Frequent AirBnb usersFacebookTwitter

InstagramYoutube

Strategies and tools

Reporting Dates:Reporting will occur once a quarter in:• January

• March• June• September

Timing and key datesValentines day (Feb. 14)Summer (June-August)4th of July weekend

ThanksgivingHoliday season (Dec. 20-31)

Marketing director: Zachary KaplanOversee all marketing efforts across every platform—commercial, print, social media.

Social media manager: Sarah Jenkins

Manage social media voice and maintain quality company personaSocial media coordinator: Allison Jones

Delegate specific tasks to fulfill quarterly social media objectives across each media platform

Social media support team: Jason WebCarry out tasks Christina Millsand maintain Courtney Robertsdaily media Christopher Mans

presence

Social media interns: Casey Jones, Katlyn Marks, Joshua SmithSupport and aid marketing team in daily tasks

Social media roles and responsibilities

Social media policy

• Act promptly and immediately when host or visitor issues arise• Take necessary actions to prevent further issues whether with host or guest• Make interactions meaningful and engaging• Be:

• Understanding• Accommodating• Accepting• Respectful• Helpful

• Always remember that hospitality is the top priority

As a company that operates with representatives in hosts across the globe, we must be active and responsive across all social media platforms. As a social media manager, you are a representative of AirBnb, Inc. and expected to adhere to the following guidelines:

Scenario: Report of violence, abuse, injury, etc. during a stay at an AirBnb

1. Identify nature of issue

1. Contact local authorities if deemed necessary

2. Contact victim directly and assess the situation

3. Provide assurance for proper action

4. Remove victim from situation and relocated them in a comfortable area

5. If media picks up on story, respond to story as deemed appropriately

1. Do not compromise the victim or the suspect’s identity or privacy

2. Reveal only necessary information

3. Maintain professionalism

Preapproved message: N/A. Will be determined on a situational basis.

Critical Response Plan

Measurement and reporting resultsSource Volume % increase/

decrease

Facebook Avg +20,000 interactions

+3%

Twitter Avg +5,000 interactions +.5%

Instagram Avg +2,000 interactions +1%

YouTube Avg +40,000 views +4%

Timeframe: Monthly Average, January 2017-January 2018

Though an increase in meaningful interactions were reported across all social media platforms, the goal of increasing interactions by 3% was only fulfilled on Facebook and Youtube. Efforts moving forward will be directed toward optimizing Twitter and Instagram engagements.