On April 14, Airbnb announced that it had secured a $1 billion loan that Brian Chesky, Airbnb co-founder, CEO, and head of community, said would help "assure that Airbnb will emerge from the storm of the pandemic even stronger, regardless of how long the storm lasts.". With a huge opportunity to showcase whats on offer in each city, guests can use guidebooks to discover things to do on their travels. However, the event was something of a dud participants mostly stayed away from the stations, preferring not to engage. Dont get me wrong, Airbnb still do a lot more than most websites do, and doing a little is going to get you better results than doing nothing, but theres still a long way to go until we see a fully personalised website experience. Thanks for this! It seems as though that previous history doesnt seem to influence the options Im presented with. If they were to use polished/professional imagery, I dont think it would have the same natural feel, so Im confident this strategy works well for them on both Facebook & Instagram. Theres often value in understating things, but this isnt one of those moments. If I did want to book a trip (like they assume when Im not signed in) then starting my search process isnt that easy. Its less commitment, often more cost-effective for the customer, and theyre fortunate with such a huge and diverse country like Australia that there are so many amazing listings they can continue to share. By creating different and distinct sections, they are able to keep the conversations relevant to the user, which should improve the experience for everyone involved. The experiences section is very clear these are the top rated experiences around the world. It has to be some sort of SEO play, right? Ill be looking at specifics here and sharing how they use personalisation to deliver the best experience. All of this is inspected by a real person so youre ensured of its accuracy. Ive chosen to analyse Airbnb property pages as I feel these are the closest thing they have to products. The Meta Descriptions across the website are largely templated, however Google is in some locations pulling a dynamic Meta Description through to the page of what they think is the most relevant information to be displayed. For example, if Airbnb shares a video which relates to Japan and this gets 50k views, creating an audience of viewers who watched 75% or 95% of this video would be great for their next Japanese-themed post, as they know these people are interested in video content to do with Japan. We assume that Airbnb is creating content with a purpose and focus on distribution to drive that content to their audiences. Is Airbnb encouraging referrals more through their mobile app? While we focused on how it was done via email invitation, its a very similar process when sharing the link directly with friends. Airbnb have kept the mechanics simple when it comes to referrals. This section is particularly important to have on the site. Again, Airbnbs call-to-action for the experiences section of the email is low-commitment, simply Browse Experiences. By reaching out beyond the LGBTQI+ community, Airbnb helped to create a dialogue that showed that Australians supported marriage equality by a wide margin. Great job. With the introduction of Stories, Neighbourhoods, and Guidebooks, we see how the brand is not only revolutionising the way travellers discover unusual rooms and memorable activities in every pocket of the world but encouraging users to stay on the platform to plan and book their trip. That structure covers. It looks as though theyre happy to predict where Id like to go when suggesting properties, but when suggesting experiences they look at the last known destination and show me what I could be doing (or what I missed out on). However, this is not to say that their email strategy is leveraging all the data they have available, as its important they dont overshare: We make use of data in every email that we send. Im being highly pedantic but with the level of personalisation they go to elsewhere on the site (which Ill come to soon), Im holding them to a higher standard. As these stats show, Twitter adoption in Australia has been slow and has not seen the same kind of growth that Facebook & Instagram has in recent years. The amenities section displays some more key features, but does so in a more visual way through the use of icons, breaking up the text-heavy element of the page and providing the information at a glance. The biggest competitive advantage for Airbnb is its brand recognition that continues to attract users and hosts to the platform, solidifying its market leadership. This is strategic corporate giving at its best. Why? For the example of byron bay accommodation, Brendan found that Airbnb are bidding to be in either position 1 or position 2 of ads for related search terms, both branded and generic, and are receiving an estimated 2,326 visits per month to their ad. Airbnb. The main goal of implementing a differentiation strategy is to increase competitive advantage. However, as this Title Tag is longer than the 60 characters allowed for by Google on Desktop search, what is actually seen by the user can be seen below: This results in a less than optimal user experience, which could be impacting their click-through and their rankings. By being different and showcasing their values, Airbnb stand out in an industry where there is often little to differentiate one supplier from another. Tools such as Buffer and Hootsuite make this very easy for businesses to do. For Airbnb, its been about continuous discovery, testing and optimising of what is known as one of the worlds famous & very effective referral engines. On the right, I can see the credit I currently have, and what I need to do in order to get more. This is the only thing that I think Airbnb have occasionally been guilty of, as Ive seen the same content across their Facebook Page, Instagram Page, and Stories. This is an excellent strategy as it essentially allows them to give their audiences a little extra nudge down the sales funnel. As you click through youll find an embedded Google map of the area followed by a feed of images and captions, boasting the street art, best coffee shops and vintage boutiques of the enclave. Hey what happened to your [Thailand] plans?! Global presence makes it an easy choice. Show relevant products to prospective customers, even if they havent visited your website or app. Business Strategy Consultant, Design Thinker. One of the ways to achieve that is to strive for getting maximum value from each customer(higher Customer Lifetime Value(CLTV)) It means the brand should look for developing loyal customers. Moreover, the report contains analyses of Airbnb leadership, organizational structure and organizational culture. It keeps users engaged and, in many ways, motivated to invite more friends or follow those up who havent signed up. Thats very kind of you to say Roy, thank you. It would be interesting to know if they did this intentionally in order to keep the user on Airbnbs site due to the similar experience, instead of allowing the user to go offsite to a location where they would see competitor listings. In 2018, a Sensis social media report found that 19% of Australian social media users accessed Twitter this was compared to the 91% who had used Facebook. Airbnb have been running Dynamic Ads for reservations for a number of years now, with them even being featured in a Facebook case study on this back in 2017 where they reported a 3X increase in return on ad spend and 47% lower CPAs using the Dynamic Ads objective. In practice, this means that someone who searches for phi phi islands accommodation triggers an Airbnb ad that speaks to phi phi island accommodation specifically, and directs the user to a landing page that focuses specifically on phi phi island accommodation with upcoming availability. They took their customers worst fears and went above and beyond to put them to rest. Not all businesses are lucky enough to have a recognisable logo that they can use as their Page profile picture but, as a globally-renowned brand, Airbnb have that privilege. They could benefit from using their Instagram to tell more stories, as these are a great way to connect with people. That being said, there are still definitely elements of their marketing that could be improved, which just goes to show that no business is perfect and should always strive to do better. To counter this, they created a premium product called Airbnb Plus. The next section makes a lot of sense jump into the upsell. To successfully pull this off, some differentiation strategy education needs to take place. Like the Stories section of the Airbnb website, the Neighbourhoods section is not easily found within the Airbnb navigation, and is largely instead found internally through location search. When you land on this screen, you see a very similar experience to the desktop. Their local twitter pages arent very impressive and it seems theyre more like an afterthought rather than a planned out strategy. Smart play Airbnb. This is an interesting observation as I havent as of yet successfully referred a host, so this is possibly a strategy to help me take an action. 29,000 backlinks from VisitNsw, which are primarily content or image-related links. This is pretty standard for most product pages, but Airbnb do it well. In addition to the cost of the room, Airbnb charges a guest service fee that typically maxes out at 14.2%. Airbnbs instagram page is highly visual (as it should be) and showcases the vast array of beautiful properties they have on their platform to inspire wanderlust in potential travellers, but engagement is relatively low. They famously did things that didnt scale and then growth hacked solutions so that they did. What Airbnb offer isnt a cheap place to sleep when youre on holiday, its the opportunity to experience your destination as a local would. The home owner would then spread the word about this new booking platform. The campaigns goals were not just to raise awareness, but to highlight the human side of the company by showing support for an issue they were passionate about. Airbnb rely heavily on their brand presence to drive organic traffic and could do significantly better when ranking for accommodation-based keywords. They may not own any of them or have significant control over what is said on the pages, but they can choose to lay them out in a way this is most likely to lead to a booking. In order to normalize the behavior of staying strangers's homes and to host unknowned people, Airbnb put efforts in conveying the content of truthful experience to the public through their storytelling platforms (Midenhall, 2015). The post copy that accompanies the image often introduces the host/s on a personal level Make yourself at home at Patrick and Elizabeths historic homestead. Now, this is an ok result, but thats less than 1% of their overall Followers engaging here, and I think that alone could definitely be improved upon. Its amazing what theyve been able to achieve over the years since they first introduced referrals into their platform in 2011. Here are some world-famous examples of brand strategy done right! As the pages are predominantly image-based, they are missing out on opportunities to rank on page #1 and drive traffic for more location-based keywords. Airbnb have a ton of content on their site, mostly to support the decision of where shall I travel to? This is fantastic and helps make Airbnb feel like a one-stop-shop for travel but they could do more with the content they have. The difference here is a lot easier to spot. Plus, the more they read/talk about it, the more theyre thinking about it, which should lead to less churn. People go onto Airbnb to look for cheap properties and luxurious properties, in busy cities and remote countrysides. I dont think this works for all posts though. Both Optus and Telstra use it for support and to answer any questions their customers may have Telstras bio states, Were here 247 to provide customer support and answer any Telstra questions you might have. If you are familiar with the search engine optimisation space, its likely youve run into the term backlinks before. The community that Airbnb has built is impressive, and the UX flow to tackle various discussions around the platform can be easily found. I get directed to a page where a modal instantly pops-up. By commoditizing trust between property owners and short-term renters, Airbnb has become one of the most recognized companies in the hospitality industry. Either way, the content is highly relevant to the search term and the location which certainly cant hurt. With Available, this view shows who has successfully accepted and signed up to the platform from the users invitation. Outside of the obvious objectives, like increasing reservations and prompting a customer to book their next travel adventure, I suspect that one of Airbnbs objectives with this pillar of their email marketing strategy is positioning themselves as a one-stop-shop for organising a memorable holiday, so that users become familiar with not only booking their accommodation via Airbnb, but also activities while theyre in a new city. A platform business model can be defined as a "business model that focuses on helping to facilitate interactions across a large number of participants" [2] In case of Airbnb, participants are host who offer their . For small and large, for packed and sparse, for quiet and loud, cultured and corporate. Without a doubt, this is one of the big issues data-centric companies are battling on their quest to maximising return on marketing investment while maintaining the trust of their most valued customers particularly in light of growing concerns regarding what data is being collected by organisations and how this information is being used. Its basic copywriting psychology you need to instantly show value right up front, which Airbnb have done here. For some locations, such as Phi Phi Islands, Airbnb are directing people to minimal navigation, shorter-form landing pages: From the landing page URL report, any URLs that contain /a/ are indicative of their shorter-form location landing pages, while /s/ is indicative of location website pages and Airbnb are actively using a combination of both for high-interest locations. Now lets look at some examples of how Airbnb is using Instagram to promote their different offerings. Its interesting to note that very little of what they do is actually aimed at generating users there and then, they use social media more to nurture and stay front of mind. Clicking the show all link at the bottom takes me to a new page that explains that these are actually the top rated homes around the world.
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On April 14, Airbnb announced that it had secured a $1 billion loan that Brian Chesky, Airbnb co-founder, CEO, and head of community, said would help "assure that Airbnb will emerge from the storm of the pandemic even stronger, regardless of how long the storm lasts.". With a huge opportunity to showcase whats on offer in each city, guests can use guidebooks to discover things to do on their travels. However, the event was something of a dud participants mostly stayed away from the stations, preferring not to engage. Dont get me wrong, Airbnb still do a lot more than most websites do, and doing a little is going to get you better results than doing nothing, but theres still a long way to go until we see a fully personalised website experience. Thanks for this! It seems as though that previous history doesnt seem to influence the options Im presented with. If they were to use polished/professional imagery, I dont think it would have the same natural feel, so Im confident this strategy works well for them on both Facebook & Instagram. Theres often value in understating things, but this isnt one of those moments. If I did want to book a trip (like they assume when Im not signed in) then starting my search process isnt that easy. Its less commitment, often more cost-effective for the customer, and theyre fortunate with such a huge and diverse country like Australia that there are so many amazing listings they can continue to share. By creating different and distinct sections, they are able to keep the conversations relevant to the user, which should improve the experience for everyone involved. The experiences section is very clear these are the top rated experiences around the world. It has to be some sort of SEO play, right? Ill be looking at specifics here and sharing how they use personalisation to deliver the best experience. All of this is inspected by a real person so youre ensured of its accuracy. Ive chosen to analyse Airbnb property pages as I feel these are the closest thing they have to products. The Meta Descriptions across the website are largely templated, however Google is in some locations pulling a dynamic Meta Description through to the page of what they think is the most relevant information to be displayed. For example, if Airbnb shares a video which relates to Japan and this gets 50k views, creating an audience of viewers who watched 75% or 95% of this video would be great for their next Japanese-themed post, as they know these people are interested in video content to do with Japan. We assume that Airbnb is creating content with a purpose and focus on distribution to drive that content to their audiences. Is Airbnb encouraging referrals more through their mobile app? While we focused on how it was done via email invitation, its a very similar process when sharing the link directly with friends. Airbnb have kept the mechanics simple when it comes to referrals. This section is particularly important to have on the site. Again, Airbnbs call-to-action for the experiences section of the email is low-commitment, simply Browse Experiences. By reaching out beyond the LGBTQI+ community, Airbnb helped to create a dialogue that showed that Australians supported marriage equality by a wide margin. Great job. With the introduction of Stories, Neighbourhoods, and Guidebooks, we see how the brand is not only revolutionising the way travellers discover unusual rooms and memorable activities in every pocket of the world but encouraging users to stay on the platform to plan and book their trip. That structure covers. It looks as though theyre happy to predict where Id like to go when suggesting properties, but when suggesting experiences they look at the last known destination and show me what I could be doing (or what I missed out on). However, this is not to say that their email strategy is leveraging all the data they have available, as its important they dont overshare: We make use of data in every email that we send. Im being highly pedantic but with the level of personalisation they go to elsewhere on the site (which Ill come to soon), Im holding them to a higher standard. As these stats show, Twitter adoption in Australia has been slow and has not seen the same kind of growth that Facebook & Instagram has in recent years. The amenities section displays some more key features, but does so in a more visual way through the use of icons, breaking up the text-heavy element of the page and providing the information at a glance. The biggest competitive advantage for Airbnb is its brand recognition that continues to attract users and hosts to the platform, solidifying its market leadership. This is strategic corporate giving at its best. Why? For the example of byron bay accommodation, Brendan found that Airbnb are bidding to be in either position 1 or position 2 of ads for related search terms, both branded and generic, and are receiving an estimated 2,326 visits per month to their ad. Airbnb. The main goal of implementing a differentiation strategy is to increase competitive advantage. However, as this Title Tag is longer than the 60 characters allowed for by Google on Desktop search, what is actually seen by the user can be seen below: This results in a less than optimal user experience, which could be impacting their click-through and their rankings. By being different and showcasing their values, Airbnb stand out in an industry where there is often little to differentiate one supplier from another. Tools such as Buffer and Hootsuite make this very easy for businesses to do. For Airbnb, its been about continuous discovery, testing and optimising of what is known as one of the worlds famous & very effective referral engines. On the right, I can see the credit I currently have, and what I need to do in order to get more. This is the only thing that I think Airbnb have occasionally been guilty of, as Ive seen the same content across their Facebook Page, Instagram Page, and Stories. This is an excellent strategy as it essentially allows them to give their audiences a little extra nudge down the sales funnel. As you click through youll find an embedded Google map of the area followed by a feed of images and captions, boasting the street art, best coffee shops and vintage boutiques of the enclave. Hey what happened to your [Thailand] plans?! Global presence makes it an easy choice. Show relevant products to prospective customers, even if they havent visited your website or app. Business Strategy Consultant, Design Thinker. One of the ways to achieve that is to strive for getting maximum value from each customer(higher Customer Lifetime Value(CLTV)) It means the brand should look for developing loyal customers. Moreover, the report contains analyses of Airbnb leadership, organizational structure and organizational culture. It keeps users engaged and, in many ways, motivated to invite more friends or follow those up who havent signed up. Thats very kind of you to say Roy, thank you. It would be interesting to know if they did this intentionally in order to keep the user on Airbnbs site due to the similar experience, instead of allowing the user to go offsite to a location where they would see competitor listings. In 2018, a Sensis social media report found that 19% of Australian social media users accessed Twitter this was compared to the 91% who had used Facebook. Airbnb have been running Dynamic Ads for reservations for a number of years now, with them even being featured in a Facebook case study on this back in 2017 where they reported a 3X increase in return on ad spend and 47% lower CPAs using the Dynamic Ads objective. In practice, this means that someone who searches for phi phi islands accommodation triggers an Airbnb ad that speaks to phi phi island accommodation specifically, and directs the user to a landing page that focuses specifically on phi phi island accommodation with upcoming availability. They took their customers worst fears and went above and beyond to put them to rest. Not all businesses are lucky enough to have a recognisable logo that they can use as their Page profile picture but, as a globally-renowned brand, Airbnb have that privilege. They could benefit from using their Instagram to tell more stories, as these are a great way to connect with people. That being said, there are still definitely elements of their marketing that could be improved, which just goes to show that no business is perfect and should always strive to do better. To counter this, they created a premium product called Airbnb Plus. The next section makes a lot of sense jump into the upsell. To successfully pull this off, some differentiation strategy education needs to take place. Like the Stories section of the Airbnb website, the Neighbourhoods section is not easily found within the Airbnb navigation, and is largely instead found internally through location search. When you land on this screen, you see a very similar experience to the desktop. Their local twitter pages arent very impressive and it seems theyre more like an afterthought rather than a planned out strategy. Smart play Airbnb. This is an interesting observation as I havent as of yet successfully referred a host, so this is possibly a strategy to help me take an action. 29,000 backlinks from VisitNsw, which are primarily content or image-related links. This is pretty standard for most product pages, but Airbnb do it well. In addition to the cost of the room, Airbnb charges a guest service fee that typically maxes out at 14.2%. Airbnbs instagram page is highly visual (as it should be) and showcases the vast array of beautiful properties they have on their platform to inspire wanderlust in potential travellers, but engagement is relatively low. They famously did things that didnt scale and then growth hacked solutions so that they did. What Airbnb offer isnt a cheap place to sleep when youre on holiday, its the opportunity to experience your destination as a local would. The home owner would then spread the word about this new booking platform. The campaigns goals were not just to raise awareness, but to highlight the human side of the company by showing support for an issue they were passionate about. Airbnb rely heavily on their brand presence to drive organic traffic and could do significantly better when ranking for accommodation-based keywords. They may not own any of them or have significant control over what is said on the pages, but they can choose to lay them out in a way this is most likely to lead to a booking. In order to normalize the behavior of staying strangers's homes and to host unknowned people, Airbnb put efforts in conveying the content of truthful experience to the public through their storytelling platforms (Midenhall, 2015). The post copy that accompanies the image often introduces the host/s on a personal level Make yourself at home at Patrick and Elizabeths historic homestead. Now, this is an ok result, but thats less than 1% of their overall Followers engaging here, and I think that alone could definitely be improved upon. Its amazing what theyve been able to achieve over the years since they first introduced referrals into their platform in 2011. Here are some world-famous examples of brand strategy done right! As the pages are predominantly image-based, they are missing out on opportunities to rank on page #1 and drive traffic for more location-based keywords. Airbnb have a ton of content on their site, mostly to support the decision of where shall I travel to? This is fantastic and helps make Airbnb feel like a one-stop-shop for travel but they could do more with the content they have. The difference here is a lot easier to spot. Plus, the more they read/talk about it, the more theyre thinking about it, which should lead to less churn. People go onto Airbnb to look for cheap properties and luxurious properties, in busy cities and remote countrysides. I dont think this works for all posts though. Both Optus and Telstra use it for support and to answer any questions their customers may have Telstras bio states, Were here 247 to provide customer support and answer any Telstra questions you might have. If you are familiar with the search engine optimisation space, its likely youve run into the term backlinks before. The community that Airbnb has built is impressive, and the UX flow to tackle various discussions around the platform can be easily found. I get directed to a page where a modal instantly pops-up. By commoditizing trust between property owners and short-term renters, Airbnb has become one of the most recognized companies in the hospitality industry. Either way, the content is highly relevant to the search term and the location which certainly cant hurt. With Available, this view shows who has successfully accepted and signed up to the platform from the users invitation. Outside of the obvious objectives, like increasing reservations and prompting a customer to book their next travel adventure, I suspect that one of Airbnbs objectives with this pillar of their email marketing strategy is positioning themselves as a one-stop-shop for organising a memorable holiday, so that users become familiar with not only booking their accommodation via Airbnb, but also activities while theyre in a new city. A platform business model can be defined as a "business model that focuses on helping to facilitate interactions across a large number of participants" [2] In case of Airbnb, participants are host who offer their . For small and large, for packed and sparse, for quiet and loud, cultured and corporate. Without a doubt, this is one of the big issues data-centric companies are battling on their quest to maximising return on marketing investment while maintaining the trust of their most valued customers particularly in light of growing concerns regarding what data is being collected by organisations and how this information is being used. Its basic copywriting psychology you need to instantly show value right up front, which Airbnb have done here. For some locations, such as Phi Phi Islands, Airbnb are directing people to minimal navigation, shorter-form landing pages: From the landing page URL report, any URLs that contain /a/ are indicative of their shorter-form location landing pages, while /s/ is indicative of location website pages and Airbnb are actively using a combination of both for high-interest locations. Now lets look at some examples of how Airbnb is using Instagram to promote their different offerings. Its interesting to note that very little of what they do is actually aimed at generating users there and then, they use social media more to nurture and stay front of mind. Clicking the show all link at the bottom takes me to a new page that explains that these are actually the top rated homes around the world.
Rockstar Mayhem Festival 2022,
Projectile Crossword Clue 3 Letters,
How To Check Recipient Account Number In Xoom,
Return Of Divine Emperor Wiki,
Las Penas De San Francisco,
Articles A
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