Table of Contents• Executive Summary• Social Media • Social Media Objectives• Online Brand Persona and Voice• Strategies and Tools• Timing and Key Dates• Social Media Roles and Responsibilities• Social Media Policy• Critical Response Plan• Measurement and Reporting Results

Britney Jenkins-- February 19, 2017

Executive SummaryOur major social media priorities for 2017 growing and maintaining our followers, engagement, and conversions on our social platforms. . The primary focus will be to grow our Twitter in all aspects in order to increase more conversions to our site (bookings) by engaging further with our followers through comments, likes and retweet. Also there will be an additional Social Manager for Twitter hired to allow this growth to occur. Two major social strategies will support this objective: 1. We will post more frequently and on a more scheduled even basis across all platforms with the exception of Instagram (this is being maintained not increased currently, though an increase is welcome). 2. We will work to encourage dialogues and meaningful moments with our followers across all platforms, but especially Twitter.

Social Media AuditSocial Network URL Follower Count Average Weekly Activity Average Engagement RateTwitter https://twitter.com/Airbnb 573K Approx. 9 posts a week 0.05%Instagram https://www.instagram.com/airbnb/ 1.6M Approx. 14 posts a week 28.20%Facebook https://www.facebook.com/airbnb 5.2M Approx. 3 posts a week 8.90%

Social Media Assessment as of February 2017

Source Volume % of Overall Traffic Conversion RateTwitter 2K 6% 1.80%Instagram 45K 14% 2.20%Facebook 120K 25% 3%

Website Traffic Sources Assessment as of February 2017

Age Distribution Gender Distribution

Primary Social Network

Secondary Social Network Primary Need Secondary Need

18-30 53% 70% Female 30% Male Instagram Facebook Adventure and getawaysAlternative to hotels for business and school travel

31-40 22% 52% Female 48% Male Facebook Twitter Vacation bookings Booking alternative for business

41-55 12% 38% Female 62% Male Facebook InstagramGetaway and exploration, learning new things Travel for work

56-80 10% 51% Female 49% Male Facebook InstagramBookings for planned travel and visiting

Bookings for exploration and adventure

Audience Demographics Assessment as of February 2017

Social Media Audit Cont. Competitor Name Social Media Profile Strengths Weaknesses

Tripping.com Facebook: /Tripping

They work through capitalizing on the bad experiences customers at Airbnb, whether they're a host or a guest receive

Their site isn't as streamlined and they have only a small fraction of the customers.

HomeAway Facebook: /HomeAway

It seems they've focused more on renting out homes than rooms, they have a substantial Facebook following and it seems like they're getting some properties that are making them a large international competitor for Airbnb

Their social media is very hard to find, they've been in business since 2006 and it seems as though most of that time has been building their website which has it's own social hub. They aren't updating with the times.

VRBO Facebook: /VRBO

They specialize specifically in vacation rentals, they aren't worried about travel or any other reason why you might be booking, so it's easy for a consumer to be drawn to the simplified process.

They have some properties but not the same amount as other companies and in bot as many locations. Not great for casual travel.

Competitor Assessment

Social Media ObjectivesPlatform Bookings Engagements FollowersInstagram Increase by 2% Maintain w/o losses. Increase by 1.5%

Facebook Increase by 5%

Increase noncustomer service related by 1.1% Increase by 1.2%

Twitter Increase by 3% Increase by 1.5% Increase by 5%

Quantitative KPIs

Platform  Main Goal

Instagram Increase shares of, positive Airbnb experiences in order to remind the consumer of the service that is offered. Increase by 5%.

Facebook

Decrease the number of customer service comments, redirect them to a Customer Service Airbnb Facebook page per pinned post until the page has grown in recognition.. Decrease by 3%.

TwitterIncrease shares of stories based on increased engagement on mentions and hashtags and by retweet great stories. Increase by 5%.

Qualitative KPIs

Instagram: Increase shares of positive Airbnb experiences in order to remind the consumer of the service that is offered once launched. (Examples are of closest experience related Airbnb posts using #Airbnb)These women also are the key Airbnb demographic at 18-30 and female.

Social Media Objectives: Qualitative KPIs

Facebook: Decrease the number of customer service comments, redirect them to a Customer Service Airbnb Facebook page per pinned post until the page has grown in recognition. Decrease by 3%. Twitter: Increase shares of stories based on increased engagement on mentions and hashtags and by retweet great stories.

Social Media Objectives: Qualitative KPIs

Social Media Objectives: Key Messages

A remarkable journey that lets you experience your stay as a home away from home.

Live like the locals do.

A stay in the life.

Travelling has never felt so much like coming home.

Online Brand Persona and VoiceWhen posting: Inspiring, professional, eloquent, peaceful, editorial, aspirational, political. When speaking with customers: Patient, kind, affirming, solution-oriented.

Strategies and ToolsPaid: Boosting will be done only when a post organically is within the top 25% threshold of engagement. Priority is put towards promotion hashtags such as #weaccept, #airbnbdoor and #livethere Owned: Repost a post a week from either #weaccept, #airbnbdoor or #livethere to increase engagement on each social. Earned: Partner with influencers to help the introduction of Airbnb experiences grow. This will be done through different monitoring tools and regionally. Additionally to increase bookings discounts will be given where seen applicable (large football games, concerts, etc.)Tools: Hootsuite, Creative Cloud, Klear Subscriptions: Adobe StockRejected Tools: N/A

Strategies and Tools Cont.

Timing and Key DatesKey Dates: Large national holidays both US and International and company related days.

Examples: Eid, Hanukah, New Year, Chinese New Year, Thanksgiving, Valentines Day, Boxing Day, Super Bowl, Singles Day, City specific launches of brand extensions (Airbnb Experiences etc. )

Content for these dates must be planned out two weeks in advance with exception to sudden company related content. Holiday content must fit brand voice and the concept of #weaccept.

Social Media Roles and Responsibilities

Executive Social Champion (Jennifer Goodman)- Oversees all employees and ensures that deadlines are met and brand is upheld across all platforms. Social Manager, Instagram (George Adams)- Curates, concepts and manages all content for Instagram while maintaining engagement.Head Social Manager, Facebook (Christine Jonson)- Curates, concepts and manages all content for Facebook while maintaining engagement. Social Manager, Facebook (Michael Smith)- Aides in scheduling, posting, and engaging on Facebook. Customer Advocate, Facebook (Justine Mendez)- Aides in customer service opportunities on Facebook while troubleshooting issues (to be reevaluated once Customer Service Airbnb page is launched)

Social Media Roles and Responsibilities

Head Social Manager, Twitter (non Customer Service) (William Storey)- Curates, concepts and manages all content for Instagram while maintaining and increasing engagement.Social Manager, Twitter- Aides in scheduling, listening and engaging. Head Customer Advocate, Twitter (Robyn Katz)- Maintains relationships with customers while troubleshooting issues, additionally finds opportunities to create meaningful experiences. (Giveaway discounts, etc.)Customer Advocate, Twitter (Dominique Mann)- Maintains relationships with customers while troubleshooting issues.

Social Media PolicySocial Media is extremely important to us as a company. As such we ask that our employees use discretion in theirs. We hope you embody the concept of #weaccept as it is highly important to us. If your social mentions your employment we ask that it is kept positive and does not slam our competition. Additionally, no sensitive information may be posted nor may information about our guests, hosts or properties be made public that is private. There may be no slander against Airbnb’s users, guests, hosts or otherwise. Any violation may result in corrective action or termination. Simply: Be respectful, be kind to our users, be helpful, do not participate or post about illegal activities, not sure? Ask! We love to help. Additionally, please feel free to share anything about the company that does not violate the conditions above. We love to have you work here and we hope you’re just as excited about us.

Critical Response PlanA host/guest has been robbed/scammed/etc.: If they have contacted us via social screenshot the message and contact them immediately. Try to take the conversation away from the public eye through direct messaging/email/phone. Ex. “We are so sorry to hear of this please contact us at_ so we can help you resolve this immediately, if you believe you are in danger please contact local authorities now” Encourage them to call local authorities if necessary. Report incident to department head immediately. Situation will then be examined more in depth by separate department. A negative story has gone viral: Reach out to person at base and do not post anything additional until situation can be assessed. A post was not scheduled but was posted anyways: Screenshot and refer to employee in charge of whichever account it was posted to. Delete if able, if unable and post has not been deleted by employee within five minutes of being alerted refer to department head.

Measurement and Reporting ResultsSocial Network URL Follower Count Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/Airbnb 621K 8% increaseApprox. 20 posts a week, 45% increase 0.75%,

Instagramhttps://www.instagram.com/airbnb/ 1.7M 6% increase

Approx. .14 posts a week, maintained at same. 30%.

Facebookhttps://www.facebook.com/airbnb 5.7M 9% increase

Approx. .10 posts a week, 300% increase. 9.2%

Social Network Data, reporting 6 months, August 20, 2017

Source Volume % of Overall Traffic Conversion RateTwitter 3K 33% increase 10% 1.9%Instagram 47K 4% increase 17% 5.2%Facebook 150K 20% increase 32% 3.2%

Website Traffic Sources Assessment

All goals have been hit if not surpassed. The team has done a wonder job to make sure that we are staying on track and our content quality hasn’t waivered. Customer service has been great and conversion rates are higher than last reporting period. Over all everything is going wonderfully and these 6 months have been better than projected.

Measurement and Reporting ResultsAn analysis of 500 tweets, 200 Facebook comments, and 200 Instagram comments has shown a positive overall tone of engagements especially since the implementation of the Airbnb Customer Service Facebook Page. The biggest reason people complain is because of negative hosts/locations. Proposed actions: Continue with promoted hashtags, continue influencer campaigns and press on with more coverage of Airbnb Experiences. Consider an expenses paid giveaway on Twitter to increase the following to match the scale of the other social platforms.