Take a look at the communications used by Airbnb. With reference to table 5.1 on page 145 of the textbook: what type of strategic objectives do you think Airbnbis most often employing? Summarize your findings
Table 5.1 Mapping Objectives for Strategies and Tactics Strategic Objective Strategy Tactical Objective Tactics Create brand Expose target Build brand presence in Develop brand profiles in awareness audience to brand social communities selected SNS (e.g., Facebook, Post interesting and Linkedin, etc.) interactive messages Post daily in each network Engage in conversations Respond to comments and with fans and influencers questions daily Promote links to high-value Use influencer list to target content conversations around campaigns Build brand Communicate brand Develop robust content that Create, produce, distribute, and image and image reinforces brand messages post content following content reputation Encourage while being of value to calendar word-of-mouth target audience Include interactive elements communication Publish content on owned in all content as well as links media channels and to owned media content and rich media experiences in share tools social communities Retain influencers to seed priority content Differentiate Provide experiences Create and publish content Create content for blog brand from that illustrate that demonstrates value that highlights points of competition differential Invite reviews and ratings differentiation advantages from happy customers as Develop recommendation widget credible evidence of value Host reviews and ratings on-site and optimize for mobile search Use email marketing to request reviews 10 days after purchase Generate Create desire and Monitor social channels for Keyword monitoring generates demand/ deliver prospective leads alert for follow-up from sales acquire Seed influencers for team customers persuasion and amplification Influencer initiatives focused Use group deals and on specific sales goals crowdsourced lists to Periodic flash sales announced drive sales on SNS Retain Engage, delight, Cluster fans and loyal Invite UGC tied to each customers/ inspire, thank, and customers to create brand campaign and SNS build loyalty reward customers community Thank contributors publicly and Build fan relationships reinforce fan behavior by sharing Collaborate and cocreate and favoriting UGC content Reward reviews and Positive WOM triggers delivery ratings and other WOM of coupon or other reward to fan communications Monitor brand mentions Listen and monitor and respond to thank, solve Respond to questions and problem, or alert internal teams to potential crises comments
