"Meme mapping airbnb listings You're planning to list your rental property on AirBnB, but first need to categorize the existing listings to see what 'meme's are common or rare.
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I just heard back from the client and she has one condition before she'll sign off on the project\nShe wants someone from our team to actually go out to Europe for 6 months to make sure we understand how different the market is there\nTravel will be paid, but you'd have to cover rent unfortunately the budget doesn't stretch that far.\nWhat do you say? Do you want to go for it? If I didn't have kids I'd be jumping at the opportunity!
You're excited to go to Europe for 6 months, but you can't afford to pay double rent. So you decide to list your apartment on AirBnB. You ask a friend for advice on how to promote your listing to make sure you get enough bookings.
Oh I've got a good trick for this\nIt's a technique we use at Whipple for exploring the landscape for a brand (brandscape?)\nWe use it to figure out what attributes to talk about\nIronically the post I read on it is about AirBnB listings, which is why I thought of it!\nIt's called 'meme mapping' as in the original meaning, not internet memes\nMemes as in genes, but for cultural evolution not biological evolution\nReally fascinating topic...\nAny way let me know how you get on
Meme Mapping To stay consistent with consumer expectations, you first have to understand what memes are associated with your chosen product category. Here we're using the original definition of the word meme, coined by evolutionary biologist Richard Dawkins in 1976. \"An element of a culture or system of behaviour passed from one individual to another by imitation or other non-genetic means.\" Internet memes are examples of memes, but then so are the different words, phases and design elements we use in our marketing.\nMeme mapping is a method to systematically identify recurring patterns in competitive products. Once you have built your meme map, you can strategically decide what memes to incorporate, and where to differentiate your brand. The insights you gain from meme mapping are a great source of new hypotheses for conversion rate testing, or optimizing your ad campaigns with creative testing.\nTo start you must build a swipefile of competitive products, for example screenshots of their websites, marketplace listings or ad campaigns. Then you tag the listings with common themes until you feel like you've captured the important concepts. Finally you can do analysis of the memes you identified by seeing which ones occur most or least often, and incorporating performance data to spot opportunities or memes to avoid.
Meme Mapping Hey, let's learn meme mapping so we have an apartment in New York that we want to around and we want to know what listings tend to include so we can either copy it or decide to differentiate from it. So you can see, I've just done a search here on Airbnb for different listings. You actually get different results if you zoom in.\nSo I'll let you kind of decide what. View as most relevant to the apartment that you're renting. But you can see here that we have the listings in the side and straight away we can start to see some trends. So all the listings have beds in the picture. You know, some have different views of Manhattan.\nIt'd be interesting to see. You know, these get more or less bookings because you know, in some respects you can't see the apartment straightaway. You know, in other respects it kind of makes you interested in the skyline. So, you know, maybe there's some intentional kind of choices. You could also see, you know, segment these into higher alert price listings, or listings that have a set number of reviews.\nOkay. So how do you do meme mapping? So I'm just going to bring up notion. This is the tool that I use, but you can really use any of these modern. Yeah, database kind of backed platform. So there's coder and air table. Some of the one I would be considered. Perfect. So first you want to make a table this would be a database view.\nSo here, I'm just going to make you in line, which is clinical. This is the listings. And then you basically just want to come in and copy the name. So click into the listing, copy the name.\nYou want to take a picture of the main image and just going to add this as a file a media. Okay. And then just let me select this and just save it to my computer. Okay. And then\nadd that picture there.\nAnd then you just go onto the next slide. And keep going with it. So you know, this whole, we have the text and the image again and you just kind of keep doing that. You can, you can actually record multiple things about the listing. Maybe you want to go in and record these things here or record the description as well.\nBecause you can look at patterns in any of these you know, it's probably important to include the price and the number of reviews. So you can kind of add. As new fields to reviews and this case, it's a a number\nOkay. So this one has 138 reviews, and those can be really useful for us to see, you know as a, kind of a proxy to bookings if, if something has a lot of reviews and it's probably pretty popular and we might want to copy some of the memes that they're using. Okay. So once you've got a few tagged and it's a pretty arduous process, you could either use web scraping to do this or do it manually.\nLike I just did. Or you could pay an intern or virtual assistant to do it. But I actually, especially with something that's really important, I like to look at the listings myself just because it gives you a real sense. You kind of pick up through osmosis, what trends are popular and that really helps you do the analysis afterwards.\nSo even if you do pay someone or, you know, kind of. This process is probably worth just doing a few yourself just to pick up on the trends. Okay. So I'm just going to copy that in here. And this one has\n138 reviews.\nOkay. So once you've got the different listings, and I would say you probably need maybe about 20 you know, 10 to 20 to start noticing patterns. Then you want to start adding the tax. So with this one you know, for the image, that's a living room living room tag and then this one is a bed bedroom.\nAnd you want to just keep going through like that. You could also tag the text as well. So this one says beautiful. So we can also tag that with beatable.\nAnd then you've got tags for the text as well as as well as for the images. This one is sun drenched. So if you go through and you notice that there are a lot of. A lot of these with the mentioned sun drain. So I mentioned the sun or you know, others that mentioned beautiful and they have higher reviews then that could be a really good sign.\nThat that's a word you want to mention in your listing as well. Okay. Hopefully this is helpful and good luck out there. Me mapping.
What would make a good source of competitor assets for meme mapping?
What memes stand out from the title of this listing?\n\"East Village, private room with free breakfast\"
Why might it make sense to use a meme in your listing that rarely appears?
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