Digital Brand Planning - AirBnB
Digital Brand Planning - AirBnB
MKTG2006
Group Leader: Luke
Group Members: Bibi, Hayley, Koyoki, Luke
Student IDs: Luke (20583947), Koyoki (20539762) Hayley (20557065) Bibi (20899013)
Emails:
Unit Coordinator:
Unit Lecturer:
Semester/Campus: Semester 2/ Bentley
Class Time/Venue:
Word Count:
Contents
Data Insight and Competitor Analysis 3
Key opportunities and issues - Koyoki
Content narrative and distribution plan - Luke and Hayley
YouTube video - Everyone
References
Appendix
Data Insight and Competitor Analysis (2 pages)
Key Competitor: AirBnb
Results:
Engagement:
Sentiment:
Potential Reach:
Top Themes:
Influencers:
Demographics:
Results:
b) Data Insights and Competitor Analysis (2 pages) - Using Talkwalker and Fanpage Karma social media analytics tools you will be able to gather information on the key data trends for your brand and one key competitor. You should present a concise, written summary of key data insights for your brand and ONE key competitor. Visualised data (screenshots of relevant datasets) that support your data insights should be labelled, numbered and included in the report appendices.
Talkwalker gathered information from the 28th of July 2022 to the 27th of August 2022 on Airbnb and their largest competitor TripAdvisor. The results from figure 1 show that in the last 30 days in Australia, Airbnb has had 4.4 thousand social media mentions. Which is significantly higher than TripAdvisor, which was only 1.7 thousand. Which is a positive for Airbnb. In figure 2 Airbnb has 12.1 thousand results for engagement, which is again higher than TripAdvisor, which was 1.3 thousand engagement results. Figure 3 shows that Airbnb has 14.4% positive sentiment, with 33.9% neutral and 51.8% negative. Which are not great numbers but can be looked at as being improved by our team. TripAdvisor, however, has a 24.1% positive sentiment, 47.8% neutral and 28.1% negative. Which is better than Airbnb because the positive sentiment is higher, and the negative sentiment is lower. However, Airbnb has much higher engagement and therefore is bound to have a higher negative sentiment as they have a bigger audience than TripAdvisor. Figure 4 highlights the potential reach of each company. Airbnbs potential reach is 60.5 billion which is significantly higher than TripAdvisor again. As theirs is only 6 billion. Further reinforcing the fact that Airbnb is a bigger and more successful company than TripAdvisor. Figure 5 shows the most common themes in relation to Airbnb. Which include set, place, rental, work, stay, trip and list. Most common themes for TripAdvisor include save, forum, air, support, post, aug, hotel and city. Figure 6 moves on to cover the gender demographics in both companies. For Airbnb, the gender demographics show that 58.4% are men and 41.6% are female. TripAdvisor has very similar gender demographics as 58.2% are men and 41.8% are female. Figure 7 then looks at age demographics, Airbnbs show that 29.8% of people are ages 18 to 24, 41.5% are 25 to 34, 14.3% are 35 to 44, 10.6% are 45 to 54, 2.8% are 55 to 64 and 0.9% are 65+. TripAdvisor however has 40% for 18-to-24-year olds, 40% for 24 to 34 and 20% for 35 to 44.
Fanpage Karma provides an extensive look into both Airbnbs and TripAdvisors owned media, from the same time frame of the 28th of July 2022 to the 27th of August 2022. Meaning the analytics of their official social media accounts from the last 30 days. Firstly figure 8 shows both Airbnbs and TripAdvisors follower count on Facebook, Instagram and TikTok. With the highest number of followers being Airbnbs Facebook page at 16180612, then TripAdvisors Facebook at 7577271 followers. After that is Airbnbs Instagram account at 5181717, then TripAdvisors Instagram at 2707736, then comes Airbnbs TikTok at 69500, and lastly is TripAdvisors TikTok at 664 followers. Figure 9 then looks at the number of posts made by these accounts. The Account with the highest number of posts is TripAdvisors Facebook with 165 posts, then TripAdvisor Instagram with 34 posts, Airbnb Instagram with 23, then Airbnb TikTok with 1. Both TripAdvisor TikTok and Airbnb Facebook had made zero posts in the 30 days period. This is very interesting as Airbnbs Facebook page has the most followers. Figure 10 highlights the engagement that these posts received. TripAdvisors Instagram engagement is reasonably tight on the graph as they usually stay in the 0.0000 to 0.0010 area. Airbnbs Instagram is also very similar as most of the engagement is in the 0.0000 to 0.0010 area. Then is TripAdvisors Facebook which had consistently no engagement on all their posts, as all of these were in the 0.0000 area. Lastly is Airbnbs single TikTok, which had the most engagement out of everything, which was just above 0.0045. This suggests that Airbnb should definitely continue posting TikTok. Figure 11 then looks at the follower growth, which shows that Airbnbs Facebook page was on a decline in followers during the end of the 30 days. As TripAdvisors Facebook was climbing higher and overtook Airbnbs. This is clear due to the lack of posts in the time frame therefore no new customers were reached or drawn in. Airbnbs Instagram however is on a steady incline in follower growth. Then there is Airbnbs TikTok which has a much slower incline. it is still gaining followers. Then follows TripAdvisors Instagram, which has had very up and down numbers throughout the 30 days, however they did end up finishing on an incline. Lastly is TripAdvisors TikTok which was a steady line the entire time, therefore they did not lose or gain followers.
Key Opportunities and Issues
Two main potential and two important concerns with regard to digital presence were discovered based on the data insights into Airbnb and its rival Tripadvisor that were previously discussed.
Key Opportunity #1: Continue upselling the travel experiences
Key Opportunity #2: Continued global expansion
Key Issue #1: Lack of quality control for hosts
Key Issue #2: Lack of cohesive marketing plan
Content narrative and distribution plan: (3 pages)
Narrative Headline: Airbnb Spring Content Distribution Strategy for Summer
Narrative Description:
This campaign involves utilising three chosen owned social media channels for the content distribution for the Airbnb Spring Content Distribution Strategy for Summer, which are Facebook, Instagram, and TikTok. The content will be distributed throughout the Spring months so that the consumers will have the brand in mind so that when Summertime comes along, when Families and young adults have time off work or school, they will use Airbnb to go on holidays or short trips and will be able to book accommodation in time. The brand wants to promote and provide an experience to the consumers through its content that will encourage them to use Airbnb. The campaign will encourage the experience rather than the product itself while simultaneously linking these experiences with Airbnb so that it will be the first brand that comes to the mind of consumers.
The campaign will address the key issues which are a lack of quality control for hosts d a lack of a cohesive marketing plan while also focusing on the key opportunities which are to continue to upsell the travel experiences and to also continue global expansion. Airbnb aims to make excellent use of its higher number of followers and build on it so that the consumers are attracted to them rather than their main competitor. Some of the key objectives of the campaign are to ensure that the content strategy is well executed, so there can be an increase in sales during the summer season, increase Airbnbs exposure, and develop and retain loyal followers that will use Airbnb again and recommend the brand to others or share their positive experiences. As the main goal is to increase the number of people who use Airbnb during the Summer Months, the content strategy will be implemented during the Spring season so that the consumers can plan ahead of time and book for the summer months when most of the targeted consumers will have time free from work or school to be able to go on holiday and use Airbnb. Families and young adults are going to be targeted through the social media content strategy as Facebook and Instagram are primarily going to be used to target the parents and the millennials and TikTok for Generation Z due to these consumers having a shorter attention span. The brand Campaign will make excellent use of the owned media outlets to create engaging content that is targeted and will provide an experience and value to the consumer which will lead to the goals being met and exceeded.
The key competitor for Airbnb is TripAdvisor and they also make use of the same owned media outlets as Airbnb which are Facebook, Instagram, and TikTok to deliver content to their consumers. Airbnb will be using Facebook and Instagram to directly target the largest age demographic being consumers aged between 25 to 34 which is an age range that typically chooses to use Facebook and Instagram rather than other social media channels. Therefore, these platforms have been specifically chosen as the brand wants to continue to target this age range as they will use Airbnb the most out of the other age ranges. TikTok is a newly developed social media platform that has taken the world by storm and Generation Z are the primary users of TikTok and are the second age range that is going to be targeted in this campaign. This is due to the age range of 18-24 being the second highest age demographic to use Airbnb so the brand wants this age group to be highly targeted with our content distribution strategy and we want to use TikTok to deliver our content to these targeted consumers. TripAdvisor uses Facebook the most out of all platforms as they average five posts a day which has led to their Facebook account being the most followed out of all their platforms. TripAdvisors fans and followers are a similar age group being that their highest number of fans are millennials aged between 25 to 34 and their second highest age demographic is Generation Z which are ages 18-24. This implies that Airbnb and TripAdvisor have the same target audience which means that there must be a cohesive marketing plan in place to keep Airbnb in front of its main competitor.
It is important to market across multiple platforms in order to reach different target audiences. On analysis of the engagement statistics on Fanpage Karma we have selected 3 sources on which we will conduct our marketing scheme. We have decided to continue advertising on Instagram and Facebook regularly for the ease of returning customers. However, we want to advertise more into the experience itself. In addition, after detecting our highest engagement on an Airbnb TikTok post, we plan to increase production of advertisement through this platform as part of our strategy.
We aim to create videos that detail the variety of holiday locations available through Airbnb. We strive to advertise the variety of experiences available through emotive videos using real customers in real locations for our promotions. Rather than just advertising the layout of the rooms, we will also focus on activities and experiences in the area of each destination. We want to focus our plan on ensuring customers book in advance for their holidays by expressing the need for early reservations in order to achieve a fulfilling holiday/ vacation.
We plan to implement our strategy over the spring months and encourage people to book early leading up to the busy holiday season. This will allow for users to be prepared. In order to achieve this, we plan to post 4 times a week on Facebook and Instagram, as well as 3 TikTok videos every week. By releasing consistent videos marketing towards the experience Airbnb provides, customers are more likely to view the content and become interested in the variety of opportunities. By increasing the number of posts on TikTok, we can attract the younger generations who are more likely to book Instagramable holiday destinations.
Weekly Marketing Schedule (Spring 2023)
S M T W T F S
Facebook Instagram Tiktok Facebook Instagram Tiktok Facebook Instagram Tiktok Facebook Instagram
Fortnightly Measuring Schedule (Spring 2023)
S M T W T F S
Record daily like and share count Record daily like and share count Record daily like and share count Record daily like and share count Record daily like and share count Record daily like and share count Record daily like and share count
Record daily like and share count Record daily like and share count Record daily like and share count Record daily like and share count Record daily like and share count Record daily like and share count Compare 2023 statistics with spring 2022. Identify problems, and suggest solutions.
During the last week of each month, we will compare booking and engagement statistics from previous years to determine the success of our strategy. Indications such as share count and watch time will be major factors in discerning the overall outcome of our strategy and whether we need to change it. By using evidence from resources like Talkwalker and Fanpage Karma at the end of each month, we will be able to judge and measure profitability of our marketing plan.
YouTube video: (half page)
Script:
Thumbnail: (Luke)
Description: (Luke)
Intro: (bibi) (30 sec)
Issues/ Opportunities: (Koyoki) (1 min)
Marketing Plan: (Hayley) (1 min)
Conclusion: (Bibi) (30 sec)
References:
Appendix:
Team Meeting 1
Date: 30/08/22
Time: 1pm - 2pm
Attendees: Everyone
Completed Tasks:
Job/task allocation
Idea generation for youtube video
Decided what social platforms to use (Insta, Facebook and Tiktok) and strategies with each platform
Decided on second time to meet up (13th of September)
Agreed on due date for report information (13th of September)
Questions:
headline/ distribution plan brief?
Team Meeting 2
Date: 13/9/2022
Time: 1pm - 1:30
Attendees: Luke, Hayley and Bibi
Completed Tasks:
Luke, Hayley and Bibi completed their part of the report
Discussed challenges and how we can solve them
Discuss ideas for Youtube Video
Talked whether we need to meet again or not
Everyone will voiceover part of the video
Distribution of video sections
Discussed how we will do each part of the Video
Questions: When is the exact due date?
