social media strategy project
TRANSCRIPT
AirbnbSocial Media Strategy
Executive Summary
Our primary social media objective for 2017 is to increase our following. Although we already produce great content, our
main goal is to drive traffic to our website by building deeper connections with our audience and creating a social media contest.
Social Media Audit
Social Network
URL Follower Count
Average Weekly Activity
Average Engagement Rate
Twitter https://twitter.com/airbnb
573,000 8 posts per week
2%
Facebook https://www.facebook.com/airbnb
5,198,315 3 posts per week
3%
LinkedIn https://www.linkedin.com/company-beta/309694/?pathWildcard=309694
331,851 2 posts per week
0%
YouTube https://www.youtube.com/user/Airbnb
61,688 8 posts per month
Average views= 2,000
Instagram https://www.instagram.com/airbnb/
1,600,000 15 posts per week
Average interactions per post= 20,000
Audit- Social Media Assessment
Currently, the highest number of post interactions occurs on Instagram. Followed by Facebook, YouTube, Twitter, and then LinkedIn, with little-to-no interaction.
Audit- Website Traffic Sources Assessment
Source Volume Percentage of Overall Traffic
Conversion Rate
Twitter 800 unique visits
5% 2.1%
Facebook 3,000 unique visits
25% 1.5%
LinkedIn 500 unique visits
0.8% 0.3%
YouTube 1,000 unique visits
10% 2%
Instagram N/A N/A N/A
Audit- Website Traffic Sources Assessment
We currently have the most unique visits to Facebook, leading the chart with 3,000 and 25% of overall traffic. Followed by YouTube, Twitter, and LinkedIn.
Audit- Audience Demographics AssessmentAge Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
70% 18-30
Female 54%
50% Instagram
40% Facebook
A place to stay while traveling or on vacation
To be adventurous
30% 31-40
Male 46%
45% Facebook
30% Instagram
8% 41-55 30% Twitter
20% Twitter
2% 56-80
Audit- Audience Demographics Assessment
The majority of Airbnb guests are 18-30 years old. There are slightly more female guests than males and their main social networks are Instagram and Facebook. Their primary need for Airbnb is for an affordable place to stay while traveling.
Audit- Competitor Assessment
Competitor Name
Social Media Profile
Strengths Weaknesses
Tripping.com IG: tripping They have a clean, professional profile with a decent following. Their pictures are clear and quality.
They don’t post content frequently enough
FlipKey FB: flipkey They have a large following and post content frequently
Despite their large following, they don’t receive many interactions on their posts
HomeAway TW: homeaway They also have a large following and post frequently. They also respond and interact with customers
Dull profile– they could improve their profile picture, cover photo, and bio
Audit- Competitor Assessment Summary
We analyzed our top three competitors with strong influences on Facebook, Twitter, and Instagram. Their posts are clear, quality, and fairly frequent. However, their accounts could use some improvement and they could be more interactive with their audiences.
Social Media Objectives
For 2017, our overall business goal is to increase our following and build deeper connections with our customers. By posting quality content more frequently, we can reach more people and drive traffic to our social media networks and website.
Social Media Objectives
Some objectives to support our business goals include: Increase our number of unique visitors per month
by 30% in 6 months by: Creating more conversation with people on
Facebook, Twitter, and Instagram Launching a social media contest that engages
followers and customers Increase Twitter followers by 5,000 in 6 months Increase the amount of visual content on
Facebook and Twitter by 30% in the next 6 months
Social Media ObjectivesKPIs:
Amount of unique visitors across Facebook, Twitter, YouTube, and LinkedIn
Increased number of Instagram followers Amount of photos and videos posted to Instagram,
Facebook, and YouTube Guest reviews
Key messages An ideal getaway with the comfort of home Affordable adventures
Online Brand Persona and Voice
Adjectives that describe our brand: Cozy Unique Diverse Affordable
When interacting with customers we are: Reliable Honest helpful
Strategies and Tools
Strategies to will support of our social media objectives: Paid: Every Monday boost the post with the most
interactions from the weekend, but the post must have a minimum organic reach of 150 people, with 3 comments.
Owned: Launch #WhereIBnB across all social media platforms, repost a minimum of pieces of 3 user generated content, and promote the hashtag on all mediums.
Earned: Monitor keywords, hashtags, and mentions across all platforms. Host a few celebrities during important events/holidays and in return, ask them to promote you online.
Strategies and Tools
Tools Approved tools:
HootSuite Buffer
Rejected tools: N/A
Existing subscriptions/licenses: Google Analytics Kapost Splice
Timing and Key Dates Key dates:
Valentines day 4th of July Thanksgiving Christmas New Years St. Patrick’s Day Mother’s Day Memorial Day (long weekend) Labor Day (long weekend)
Reporting Dates: Reports will occur every Friday, once a month for the next 6
months.
Social Media Roles and Responsibilities
Social Media Director: Jasmine Atherton Increase the company’s online presence and leads
the outreach teams and processes Social Media Manager: Tan Lam
Design and implement the global social media strategy for marketing communication and customer support. Also build customer support processes and teams on social media
Social Media Coordinator: Michael Schaecher Create content, tweet, post, and update changes
made to the social media accounts.
Social Media Policy
Social media plays a vital role in our everyday lives. We use it for personal enjoyment, but it is also an important tool to our company. It is used to build, promote, and strengthen our brand, connect with customers, and drive traffic to our business. Therefore, it is crucial that each employee is aware that they are a representative of Airbnb and they are expected to practice proper social media etiquette and appropriate behavior by following these guideline:
Social Media Policy
Be kind to everyoneBe respectful to competitors, customers,
yourself, and your peersBe helpful to customersBe careful of what you post
Failure to comply with appropriate use of social media will result in a corrective action plan, and if seen necessary, termination. Further questions may be directed to Human Resources.
Critical Response Plan
Scenario One: Inappropriate tweet sent from @Airbnb Action plan
When tweet is detected, take a screenshot via mobile device or on computer (Command+Shift+4) Delete tweet Alert Social Media Director (Jasmine Atherton)
Tan Lam to meet with Jasmine to discuss impact of the tweet Tan to write follow up tweet with approval from Jasmine If the tweet has drawn attention to the media, Jasmine is to
manage contact Jasmine and Tan to meet with responsible employee to
discuss consequences as they see fit No pre-approved messaging applicable for this scenario
Critical Response Plan
Scenario two: host’s property is vandalized Action plan
Customer service to contact Brian Chesky (CEO) Brian Chesky alerts John Mildenhall (Marketing Director) John to analyze social media impact of the incident and
discuss follow up posts with Brian and Jasmine If media has been alerted of the incident, Jasmine is to
manage all direct contact Jasmine and John to determine if a longer/additional
social media statement is necessary Michael Schaecher (Social Media Coordinator) and
Social Media Team to continue to closely monitor the situation
Critical Response Plan
Pre-approved messaging: Twitter: We are relieved to announce that the
suspect of the crime is in custody and we will be compensating the owner of the property.
Facebook: We are extremely regretful of the incident that occurred this morning. However, we are relieved to announce that the suspect of the crime is in custody. We are promising additional safeguards to the victim and will be compensating the owner for all items and property damaged.
Critical Response Plan- Contact Information
Owner Name Telephone Alt. Telephone
Marketing Director
John Mildenhall
(425) 346-7669
(425) 279-3979
Social Media Director
Jasmine Atherton
(425) 346-9047
(425) 279-3979
Social Media Manager
Tan Lam (425) 850-4169
(425) 279-3979
Social Media Coordinator
Michael Schaecher
(425) 757-6250
(425) 279-3979
PR Agency Natalie Harrison
(425) 626-7442
(425) 279-3979
Measurement and Reporting
Quantitative KPIs: Reporting period: 6 months Data as of August 1st, 2017
Social network data- Table 1- monthly average from January 2017-July 2017
Website traffic data- Table 2- monthly average from Junary 2017-July 2017
Measurement and Reporting
Social network
URL Follower count
Average weekly activity
Average engagement rate
Facebook https://www.facebook.com/airbnb/
7,020,000 10 posts per week- 8% growth
4%
Twitter https://twitter.com/Airbnb?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
577,500 16 posts per week- 10% growth
6%
Instagram https://www.instagram.com/airbnb/?hl=en
1,650,000 20 posts per week- 5% growth
Average weekly interaction- 25,000
YouTube https://www.youtube.com/user/Airbnb
80,194 10 posts per month- 5% growth
3%
LinkedIn https://www.linkedin.com/company-beta/309694/?pathWildcard=309694
361,856 1 post per month- 3% growth
1%
Measurement and Reporting
Source Volume Percent of overall traffic
conversion
Facebook 20,000 unique visits +10% growth
30% 2%
Twitter 12,000 unique visits +8% growth
10% 2.3%
LinkedIn 200 unique visits +4% growth
5% 1%
Measurement and Reporting
Results assessment: In this 6 month time frame, our company saw the
most growth on Facebook, reaching our goal by increasing our traffic and following by 30%.
Our team has been successful in producing more quality content on all networks, engaging with our audience and customers by being attentive to their needs, and launching a successful social media contest using the hashtag #WhereIBnB.
We saw growth in all of our social networks, even LinkedIn, which had the lowest amount of traffic, by 4%.
Measurement and Reporting
#WhereIBnB Hashtag Performance The purpose was to have guests share photos
of their experience using Airbnb from around the world using the hashtag #WhereIBnB. Winners would receive a free trip to a surprise destination.
The contest saw excellent success. It was used 4,000 times on Instagram, and had 1,200 mentions on Twitter.
Measurements and Reporting
Qualitative KPIs: We had great feedback from our customer reviews, social media mentions and comments.
Sentiment analysis: Of the posts on Facebook, Twitter, and Instagram from the last 3 months, we saw an overwhelming amount of positive feedback. Excellent reviews flooded our website as well as social media comments and mentions. Our photos and videos saw an increase in the amounts of reposts on Instagram, retweets on Twitter, and shares on Facebook.