Take a look at the communications used by Airbnb. With reference to table 5.3: what types of tactics do you think Airbnb is most often employing? Summarize your findings.

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Table 5.3 Social Media Marketing Tactics Tactic Zone Description Branching Complementing offline brand presence with a presence in social network sites (e.g., brand profile aligned to brand elements) 1 Contributing All Contributing in a valuable and meaningful way; investing in the community Friending 1 Participating in relational activities with other members of the social community (e.g., conversations, interactions, shared activities) Informing/ Broadcasting (i.e., friendvertising) All Posting one-way messages about brand and/or its offer (product, price, promotions), possibly linking to e-commerce site Clustering All Building communities around shared interest (i.e., social object) whether as an embedded social community (e.g., GoPro Facebook fan page), owned branded community (e.g., MyStarbucksldea), or brand-sponsored community (e.g., Always' BeingGirl community) Listening/ Monitoring All Monitoring social media, assessing and responding, collecting data for market research purposes Collaborating All Cooperating, partnering, and/or co-creating (i.e., interdependent contributors) Crowdsourcing All Enlisting the efforts of many individuals to acquire resources to accomplish a task (i.e., many independent contributors) Seeding/ Propagating All Increasing social word-of-mouth communication by triggering viral network effects with influencers Educating 2 Teaching, explaining, and/or coaching others Entertaining Providing socially enabled entertainment and/or participating in social activities in which the social object is entertainment Gamifying 3 Associating the brand with a game or gamifying exposure to the brand message Offering a reward in exchange for social engagement (e.g., giving gamers credits if they view an in-game ad) Incentivizing 3, 4 Selling 4 Facilitating sales with social apps and widgets, conducting transactions within SNS, supporting purchase decisions with social word-of-mouth communications Serving 1 Providing customer service on social network channels Table 5.3 Social Media Marketing Tactics Tactic Zone Description Branching Complementing offline brand presence with a presence in social network sites (e.g., brand profile aligned to brand elements) 1 Contributing All Contributing in a valuable and meaningful way; investing in the community Friending 1 Participating in relational activities with other members of the social community (e.g., conversations, interactions, shared activities) Informing/ Broadcasting (i.e., friendvertising) All Posting one-way messages about brand and/or its offer (product, price, promotions), possibly linking to e-commerce site Clustering All Building communities around shared interest (i.e., social object) whether as an embedded social community (e.g., GoPro Facebook fan page), owned branded community (e.g., MyStarbucksldea), or brand-sponsored community (e.g., Always' BeingGirl community) Listening/ Monitoring All Monitoring social media, assessing and responding, collecting data for market research purposes Collaborating All Cooperating, partnering, and/or co-creating (i.e., interdependent contributors) Crowdsourcing All Enlisting the efforts of many individuals to acquire resources to accomplish a task (i.e., many independent contributors) Seeding/ Propagating All Increasing social word-of-mouth communication by triggering viral network effects with influencers Educating 2 Teaching, explaining, and/or coaching others Entertaining Providing socially enabled entertainment and/or participating in social activities in which the social object is entertainment Gamifying 3 Associating the brand with a game or gamifying exposure to the brand message Offering a reward in exchange for social engagement (e.g., giving gamers credits if they view an in-game ad) Incentivizing 3, 4 Selling 4 Facilitating sales with social apps and widgets, conducting transactions within SNS, supporting purchase decisions with social word-of-mouth communications Serving 1 Providing customer service on social network channels

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