AirBnB

Embracing the Groudswell

Energizing with Twitter

Airbnb Facebook Followers

"Energizing on Twitter means responding to fans and reweeting them, as well as giving them content to reweet to their own followers."

---- Li & Bernoff

• New Logo

Airbnb created a platform that allows users to create a personalized version of their new logo.

Tapping the Groundswell

• Listening - encourages its users to share their Airbnb stories.
• Talking - how their lives have been positively changed or impacted by Airbnb.
• Energizing - allow fans tell everyone how great to use Airbnb through their own genuine stories.
• Supporting - customers can tell their stories through “Stories from the Airbnb Community”.

Airbnb now has more than one million fans on Facebook, and the number is increasing every day.

Social Media Engagement

• Airbnb released the first short film, “Hollywood & Vines,” a 4.5-minute movie was made using only short video clips from Vine
• In the end, Airbnb generated over 750 submissions, more than 100 of which were included in the short film.
• The final film has generated more than 60,000 views via Airbnb’s original YouTube post.

Conclusion

About Airbnb

• Video Contest

• Airbnb launched a contest where current accommodation hosts create a 15-second video about their favorite local spots and post it on Instagram.
• Airbnb gets lots of original user-generated content to review
• spreads out the company’s overall philosophy

The company’s “owned media” strategy — its approach to its website, social media, and blog — offers valuable lessons for other companies.

• Short for Air Bed & Breakfast
• Founded in 2008
• A community marketplace for travel rentals
• Now used by millions of people in more than 26,000 cities and 192 countries
• Airbnb is active on Facebook, Twitter, Instagram, Google+, YouTube, and Pinterest.

Storytelling through real guest experiences

Airbnb encourages users to share their Airbnb Stories through each social media platform, and in doing so has created an authentic community that generates a sense of camaraderie.

AirBnB