A presentation on the social media platforms Airbnb has created, and what they can do to better their business.

1. Elisa Davis
February 2017

2. 11. Strategies andTools
12.Timing and Key Dates
13. Social Media Roles and Responsibilities
14. Social Media Policy
15. Critical Response Plan
16-17. Measurement and Reporting Results
18. Celebrities usingAirbnb

4. Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement Rate
Website https://www.airbnb.com/ Over 1
million views
0-1 posts per
month
80% engagement
Facebook https://www.facebook.com/airbnb 4,979,237 5-6 posts per
week
80% engagement
Instagram https://www.instagram.com/airbnb/ 1,5000,000 8-9 posts per
week
10,000-25,000 likes
Twitter https://twitter.com/airbnb 561,000 ~20 posts per
week
1-5 likes per post
LinkedIn https://www.linkedin.com/company-
beta/309694?pathWildcard=309694
326,944 1 post per
MONTH
0%
The following is the audit for Airbnb’s social media including it’s follower count, and average activity and engagement.
Social Media Assessment
Data as of February 1, 2017- as of now, Instagram has the highest count of followers

5. Source Volume Percentage of Overall
Traffic
Conversion Rate
Website 715,000 unique visits N/A N/A
Facebook 500,000 unique visits N/A N/A
Instagram 800,000 unique visits N/A N/A
Twitter 40,000 unique visits N/A N/A
LinkedIn No Data N/A N/A
Traffic Summary:
As of today, Airbnb.com is the biggest source of traffic to our brand.
Time Frame:
February 1, 2017-February 10, 2017

6. Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
40% 18-30 50% Female 50% Instagram 40%Website Finding cool
and affordable
Being
adventurous
30% 31-40 50% Male 40%Website 30%Twitter places to stay
without the
extra
And traveling
without
20% 41-55 10%Twitter 30% LinkedIn costs and fees
of a hotel
breaking the
bank
10% 56-80+
Audience Demographic Summary:
The age demographic of people who use Airbnb the most are people in the age range of 18-30.Their
core social networks is using our website and Instagram.They use Airbnb because it can sometimes be
more affordable than finding a hotel room when traveling.

7. Competitor Name Social Media Profile Strengths Weaknesses
VRBO FB: @VRBO
Twitter: @VRBO
One of the most popular rental
businesses next to Airbnb.Top
competitor
No Instagram account,
does not post that
frequent on Facebook
account
Tripping FB: @Tripping
Twitter: @Tripping
Instagram: @Tripping
High following onTwitter,
interacts with their engagers,
posts often
Not many Instagram posts
or high following.
Home Away Twitter: @HomeAway
Instagram: @HomeAway
VERY high following onTwitter
AND Instagram, more personal
brand people use
MayTweet too frequently
Flip Key FB: @FlipKey
Instagram:
@Flipkey_vacation
Twitter: @Flipkey
Beautiful posts on Instagram. Low amount of following
on social media platforms
Competitor Assessment Summary:
These are the four major competitors of Airbnb. Almost all have established social media accounts, but there
is lack of creativity, they all look the same which is where Airbnb needs to branch out

11. Paid: Once a week, we will promote a paid advertisement to get more engagements on platforms such as
Facebook or LinkedIn because there are our two platforms that need more attention.
Owned: Come up with a new brand or hashtag to represent our brand of being a community #WeAccept. Use
this new hashtag on platforms such asTwitter and Instagram. Encourage followers to use this hashtag when
they use our service and if they feature it on their social media, and it can be a featured ”re gram” or
“retweet”.
Earned: Keep an eye out on these platforms for words such as: Adventure,Travel, Booking,Vacation, etc..
Partner with celebrities offering homes for free with the exchange of them posting about their stay on social
media.
Tools:
Approved: N/A Rejected: N/A Existing Licenses: N/A

12. The following are occasions that are potential for traveling and times in which people are in need of
places to stay.

16. Source Volume Percentage of OverallTraffic Conversion Rate
Instagram 800,000 unique visits 30% 2%
Quantitative KPIs
Reporting Period: N/A
Data as of February 1, 2017
WebsiteTraffic Source Assessment
Timeframe: N/A
Social Network Data
Timeframe: as of February 1, 2017
Social Network URL Following
Count
Average Weekly Activity Engagement
Rate
Instagram https://www.instagram.com/ai
rbnb/?hl=en
1.5 Million 25 posts a week 20%
Twitter https://twitter.com/Airbnb 569,000 25 posts a day 12%

18. Celebrities usingAirbnb and
posting their experience on
social media is a great way to
expand our brand!
Here you see big names such
as StevenTyler, Beyonce,
Justin Bieber and Kendall
Jenner using our services to
better their stay!