July 19, 2014

"Our community is core to our business. From the moment that people land or start their trip, they're going to be Tweeting and facebooking, they're basically opening up a conversation and we want to be part of it" - Venetia Pristavec, Creative Lead Airbnb.

Book a home, castle, room or even a private island anywhere in the world. Located in over 182 countries, Airbnb is a global community marketplace of unique, trustworthy spaces for rent.

In this video, discover how Airbnb uses Hootsuite's social media management system to manage thousands of conversations around the globe. Hootsuite's analytic tools monitor follower growth and social CRM, while tracking certain keywords over time, so that Airbnb can strategize social campaigns accordingly. From an International perspective, their voice needs to adapt for different markets and Hootsuite manages those voices.

What does Airbnb use social for?

  1. Educate and spread the word of what Airbnb is: People need to know what they are offering, why they're good and what's different.
  2. Generate relationships and strengthen community.
  3. Communicate with global networks and manage social CRM.

Hootsuite helps organizations engage with audiences and analyze campaigns across multiple departments and social networks like Twitter, Facebook, LinkedIn and Google+ Pages from one secure web-based dashboard.

About Airbnb

Airbnb logoAirbnb is a website for people to rent out lodging. It has over 500,000 listings in 33,000 cities and 192 countries. Founded in August 2008 and headquartered in San Francisco, the company is privately owned and operated by Airbnb, Inc.

Users of the site must register and create a personal online profile before using the site. Every property is associated with a host whose profile includes recommendations by other users, reviews by previous guests, as well as a response rating and private messaging system.

As of July 2011, the company had raised $119.8 million in venture funding from Y Combinator, Greylock Partners, Sequoia Capital, Andreessen Horowitz, DST Global Solutions, General Catalyst Partners and undisclosed amounts from Youniversity Ventures' partners, Jawed Karim, Keith Rabois, and Kevin Hartz, and from A Grade Investments’ partners, Ashton Kutcher and Guy Oseary.

In April 2014, the company closed on an investment of $450 million by TPG Capital at a valuation of approximately $10 billion.

How to use Social Media for Global Growth Story of Airbnb

July 18, 2014

Falcon promotional animation from Benny Box on Vimeo.

Benny Box is a Copenhagen based creative design studio specialized in motion & animation design

Falcon promotional animation

July 17, 2014

7 Point Social Media Webinar from Brad Smith & Dylan Hesp

Social media is the social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content." Furthermore, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. They introduce substantial and pervasive changes to communication between organizations, communities, and individuals.

Diagram depicting the many different types of social media

Social media differ from traditional or industrial media in many ways, including quality, reach, frequency, usability, immediacy, and permanence. There are many effects that stem from internet usage. According to Nielsen, internet users continue to spend more time with social media sites than any other type of site. At the same time, the total time spent on social media in the U.S. across PC and mobile devices increased by 37 percent to 121 billion minutes in July 2012 compared to 88 billion minutes in July 2011. For content contributors, the benefits of participating in social media have gone beyond simply social sharing to building reputation and bringing in career opportunities and monetary income, as discussed in Tang, Gu, and Whinston (2012).

Geocities, created in 1994, was one of the first social media sites. The concept was for users to create their own websites, characterized by one of six "cities" that were known for certain characteristics.

Help Yourself with Social Media - Webinar

July 16, 2014

In her BlogWell Atlanta presentation, The Coca-Cola Company's Digital Manager of Communications, Natalie Johnson, shared how they monitored conversations about their brand on a global scale across the web.

BlogWell: How Big Brands Use Social Media is an amazing series of events that features 8 great case studies in corporate social media.

About BlogWell

BlogWell features 8 great case studies on the best social media programs at large corporations. You’ll learn how to get started, get past roadblocks, and make your social media program phenomenal — all in one fantastic afternoon for just $250.  This event is all about how big brands use social media. No agencies, no startups — just big companies sharing what they've learned.

About Coca-Cola

Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines throughout the world. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century.

The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors.

The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special versions with lemon, lime or coffee. In 2013, Coke products could be found in over 200 countries worldwide, with consumers downing more than 1.8 billion company beverage servings each day.

Based on Interbrand's best global brand study of 2011, Coca-Cola was the world's most valuable brand.

How Coca-Cola Monitors Social Media - Natalie Johnson

July 15, 2014


We deliver responsive marketing solutions aligned with design thinking to companies, organizations and institutions. We understand how communications and marketing help purpose-driven organizations connect mission and brand with the right audiences, in the right place, at the right time.

Check out some of our work and if you want to know more, all you have to do is ask.

Summer with Purpose Social Media Teaser #2

 
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