SOCIALMEDIASTRATEGY AndrewWrightFebruary19,2017

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TableofContents

1. ExecutiveSummary………………………………………………………………………………………..32. SocialMediaAudit…………………………………………………………………………………..……..43. SocialMediaObjectives…………………………………………………………………………………..94. OnlineBrandPersonaandVoice……………………………………………………………….…… 115. StrategiesandTools……………………………………………………………………………………...126. KeyDatesandTiming……………………………………………………………………………………..157. SocialMediaRolesandResponsibilities…………………………………………………………. 168. SocialMediaPolicy………………………………………………………………………………………….179. CriticalResponsePlan……………………………………………………………………………………..1910.MeasurementandReportingResults……………………………………………………………… 20

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EXECUTIVESUMMARY

• Themajorsocialmediaobjectivesfor2017willbetogrowouronlinefollowingandincreaseengagement.

• Theprimaryfocuswillbetotargetandgainmoreexposuretooursocialmediaplatformsbycreatingengagingandpersonalcontentforourviewers.

• Twomajorstrategiestosupportthisare:1. Increaseamountofweeklycontentposted2. Createmorebrandedcontent

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SOCIALMEDIAAUDIT

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ThefollowingisanauditofAirbnb'ssocialmediapresencetodate.

SocialMediaAssessmentNetwork URL FollowerCount WeeklyActivity ConversionRate

Facebook facebook.com/airbnb 5,220,891 5Posts 4.5%

Instagram instagram.com/airbnb 1,600,000 14Posts 7%

Twitter twitter.com/airbnb 573,000 8Posts 3.2%

LinkedIn linkedin.com/company-beta/309694

332,336 2Posts 0.9%

TrafficSummary

DataasofFebruary18,2016

Instagramdrivesthehighesttrafficandfollowercountwithover1.6Millionfollowers.TwitterisstrongwithuserinteractionbutInstagramisthemostsuccessfulamongthethree.

SOCIALMEDIAAUDITWebsiteTrafficSourcesAssessment:

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Source Volume % ofOverallTraffic ConversionRate

Facebook 3,000Unique Visits 7.5% 11%

Instagram N/A N/A N/A

Twitter 2,100 UniqueVisits 5% 7%

LinkedIn 1,500UniqueVisits 2% 5%

WebTrafficSummaryFacebookdrivesthemosttraffictoourwebsite.Itwillbeimportanttocontinuallypostlinksandarticlesthatleadtoourwebsite.Providingmorepoststoourothersocialchannelsmayexpandouroutreach.

SOCIALMEDIAAUDIT

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AudienceDemographicsAssessment

AgeDistribution

GenderDistribution

PrimarySocialNetwork

SecondaryNetwork

PrimaryNeed SecondaryNeed

12%16-24 52% Female Instagram Twitter Areliable andconvenientplacetofindvacationrentals.

Marketplaceforvendorstoconnecttotravelers.

23%25-34 48%Male Twitter Instagram35%35-44 Facebook Twitter20% 45-54 Facebook Instagram10%55+ Facebook Twitter

SOCIALMEDIAAUDIT

• Ourtargetdemographiciswomenaged35-44.TheprimarysocialmediausedinthisagerangeisFacebookandwewillwanttotargetthischannelspecificallyformorevisitstoourwebsiteandretrieveahighconversionrate.Creatingbrandedcontentthatsendsthemessageoffindinga“reliableandconvenientplacetofindvacationrentals”iskey.

• Instagramisthesecondtoolwewillwanttohighlyemphasizeforpeopleaged25-34.WewillalsowanttohighlightAirbnbasa“marketplaceforvendors”toconnecttotravelers

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AudienceDemographicsSummary:

SOCIALMEDIAAUDIT

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CompetitorName SocialMedia Profile Strengths Weaknesses

Tripping facebook.com/tripping Variationstocontentsuchasvideos,images,andpostedlinks.

Littleengagementamongmostposts.

FlipKey twitter.com/flipkey Greatcall-to-action stylepostingsforaudience.

Mostlylinkstoarticles andlittlevariationsamongthecontentposted.

HomeAway instagram.com/homeaway Frequent posts,withatleastonepostedimagedaily.

Littlebranded contentposted.

CompetitorAssessmentSummaryTripping isthetopcompetitorandhasastrongfollowingonallsocialchannels.Trippingsucceedswithprovidingvariousformsofcontent,buthaslittleengagement.HomeAway isverystrongontwitterandispostingsimilarcontenttoourcurrentInstagramchannelbutdoesnothavebrandedcontentthattellsastoryandconnectstoconsumers.

SOCIALMEDIAOBJECTIVES

• In2017,thefocusoftheAirbnbsocialmediastrategywillbeattractmoreconsumerstoAirbnbbygainingmoretraffictoourwebsiteandreceivemoredownloadstothemobileappfromoursocialchannels.ThepriorityofAirbnbwillbetogrowtheonlinefollowingbybeingmoreengagingandpostingrelevantcontenttocurrentandprospectiveconsumers.

• Somespecificobjectivesinclude:• Growonlinefollowingonallplatformsby4%• Increaseoveralluserengagementthroughretweetsandshares• SharethestoryofAirbnbthroughmorebrandedcontent

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SOCIALMEDIAOBJECTIVES

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KPIs• Numberofappdownloads• FollowerCounts• ConversionRates• NumberofRetweetsandShares

KeyMessages• BelongAnywhere• EndlessOpportunities• WelcomeHome• WeAccept

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ONLINEBRANDPERSONAANDVOICE

Adjectivesthatdescribeourbrand: Wheninteractingwithcustomersweare:

Boundless Helpful

Dynamic Friendly

Unique Positive

ExamplesofBrandVoiceinSocialMediaInteractions:

• Heythere,couldyouletusknowtheissuesyou’vefaced?We’dlovetohelpyouout.• We’rehappytohelpoutthere.Letusknowifthereisanythingelseyouneedhelpwith.• Gladtohear!Wehopeyouenjoyyourstay!ThanksforusingAirbnb.• Awesome!Gladtohearaboutyourpositiveexperience!

STRATEGIESANDTOOLSPaid:• SponsoredFacebookPostspostedeveryFriday.• PromotetwoOrganicTweetsonceaweekthathavethehighestsharerate.

Owned:• Use#MyAirbnb andencouragecustomerstosharetheirpastexperienceusingAirbnb.

• Continuetouse#WeAccept andexpanduponbrandmessaging.

Earned:• Launchpromotionalcontestsforusersthatengage.• Monitorkeywordsandretweetexcitingposts.

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ImageSource:http://www.truedsocial.com

STRATEGIESANDTOOLS

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SocialMediaAnalytics• Hootsuite• GoogleAnalytics• TwitterAnalytics• FacebookAnalytics• Buffer

EditingSoftware• Photoshop• Indesign• PremierePro

Approved&ExistingLicenses RejectedTools

N/A

STRATEGIESANDTOOLS

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KEYDATESANDTIMING

• TBA• WILLOCCURLASTFRIDAYOFEACHMONTH

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InternalEvents

ReportingEvents

HolidayDates• ValentinesDay(February14th)• SpringBreak(March2017)

• 4th ofJuly(July4th)• Christmas(December25th)

• Bi-Weeklymeetingsoncurrentprogress• NationalTravelandTourismWeek(May7-13)

SOCIALMEDIAROLESANDRESPONSIBILITIESSocialMediaDirector:JillKellyResponsibilities:Keepssocialmediateamsontrackandleadstheoverallstrategicplan.

SocialMediaManager:JamesDayResponsibilities:DevelopsbrandedcontentforAirbnbinordertoreachthecompany'stargetcustomers.Createsandmanagesallpublishedcontentonallplatforms(Facebook,Instagram,Twitter,LinkedIn).

SocialMediaCoordinator:MarkDavisResponsibilities:Developsstrategiestoincreaseengagementandfollowing.

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POLICYGUIDELINES

• BeRespectful• MaintaintheBrandImage• BeHonestandAccurate• BeHelpful• CopyrightandReferencesshouldbeenforced• Inappropriatecontentisnottolerated

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CRITICALRESPONSEPLAN

Scenario1:ControversialTwitterPost@airbnb

"@Airbnbistheabsoluteworst!Donotusetheirservice!"

• ActionPlan:• Kindlyrespondtopostusingpre-approvedmessaging• Offerpromotocustomerforinconvenience.• Keeprecordofissue

• Pre-approvedmessaging:We’resorryaboutyourexperience.IfyoucouldDMusyourNameandEmailaddresswe’dliketodiscussfurtheraction.

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CRITICALRESPONSEPLAN

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Scenario2:Inappropriatepostfromemployeeoncompanypage

ActionPlan:• Takeascreenshotoftheinappropriatepost.• Deletethepost.• Informthesocialmediamanageraboutthepost.• Postapprovedmessagingifneeded

• Pre-approvedmessaging:Earliertodaytherewasapostthatwasillmatteredandunrepresentativeofourbrand.We’rearesorryforanyharmthismayhavecausedandarefurtherlookingintothedetails.

MEASUREMENTANDREPORTING

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QuantitativeKPIsReportingPeriod:3Months(February– May2017)DataasofMay1st 2017

WebsiteTrafficSourcesAssessmentTimeframe:Monthlyaverage,

Source Volume % ofOverallTraffic ConversionRate

Facebook 4,000Unique Visits+25%

8% 15%

Instagram N/A N/A N/A

Twitter 2,900 UniqueVisits+30%

5.5% 8.5%

LinkedIn 2,500UniqueVisits+40%

4% 6.5%

MEASUREMENTANDREPORTING

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SocialNetworkDataTimeframe:asofMay1st,2017

Network URL FollowerCount WeeklyActivity ConversionRate

Facebook facebook.com/airbnb 5,350,000 7Posts 4.9%

Instagram instagram.com/airbnb 1,700,000 14Posts 7.5%

Twitter twitter.com/airbnb 623,000 10 Posts 4.2%

LinkedIn linkedin.com/company-beta/309694

335,000 5Posts 1.9%

Theimplementedsocialstrategieshavehadapositivegrowthonouroverallsocialmediafollowing.Withincreasedweeklyactivity,allofourconversionratesforeachplatformhaveincreased.

MEASUREMENTANDREPORTING

• SentimentAnalysis• Oursocialmediaobjectiveshavesurpassedourexpectations.Ourweeklyfollowingandengagementhaveallincreased.Thevolumeofourwebsitehitshaveallrangedfrom25%-40%increaseswithLinkedInhavingthemostgrowth.• At623,000followers,wewillcontinuetopostmoredailycontentontwittertoreachagreaterfollowingtoourFacebookandInstagramaccounts.

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MEASUREMENTANDREPORTING

• FutureActions• Considermorefreerewardsandsocialmediacontests

• Expanduponthe#WeAccepthastag

• Continuetobeencouragingandwelcomingtoallcustomers

• Expandtomoreplatforms(Snapchat)

• Continuetodevelopbrandedvideocontent

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ImageSource:technewstoday.com