cmxdeckairbnbv4 151026160126-lva1-app6891
TRANSCRIPT
![Page 1: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/1.jpg)
Measuring the Success of your Community
Jenna Meister
![Page 2: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/2.jpg)
Community at Airbnb
Adding value to the business
Advanced Measurement
![Page 3: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/3.jpg)
M I S S I O N
Company
Members Members
Harness the power of an engaged community to add value to the ecosystem
![Page 4: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/4.jpg)
Engagement is the psychological connection between the community and
the company and the likelihood of positive contribution.
![Page 5: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/5.jpg)
Chelsea SF, LA
G L O B A L C O M M U N I T Y T E A M
Natalia Spain
Emma UK/IRE
Andrea Canada
Wakana Japan
FrancisSingapore
JenniferGermany
Nawal France
Elena Australia
PiroskaNetherlands
PoojaIndia
NatalyBrazil
MelNY
SannaNY
DSKorea
![Page 6: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/6.jpg)
How does Community add value to the business?
![Page 7: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/7.jpg)
7
![Page 8: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/8.jpg)
An engaged community is a multiplier to success
Do More Hire Less More Authentic
![Page 9: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/9.jpg)
Fully engaged customers represent an average 23% premium in share of wallet, profitability, revenue, and
relationship growth over the average customer.Gallup
http://www.gallup.com/businessjournal/172637/why-customer-engagement-matters.aspx
![Page 10: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/10.jpg)
Companies that successfully engage their B2B customers realize 63% lower customer attrition,
55% higher share of wallet, and 50% higher productivity.
Gallup
http://www.gallup.com/services/169331/customer-engagement.aspx
![Page 11: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/11.jpg)
Consumer electronics shoppers who are fully engaged spend 29% more per shopping trip than
actively disengaged customers.
Gallup
H A H A
http://www.gallup.com/services/169331/customer-engagement.aspx
![Page 12: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/12.jpg)
Network effects increase loyalty and frequency of use and make it difficult to replicate the ecosystem.
”Alibaba
https://www.sec.gov/Archives/edgar/data/1577552/000119312514341794/d709111df1a.htm
![Page 13: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/13.jpg)
Creating a Measurement Framework
![Page 14: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/14.jpg)
1. What is the business outcome you want to impact?
O U T C O M E
![Page 15: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/15.jpg)
Ideal business outcomes
Quality
Retention
Content
Acquisition Support
![Page 16: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/16.jpg)
2. How can members support business outcomes?
R E S U L T S
![Page 17: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/17.jpg)
AcquisitionAn engaged
community drives various outcomes
Peer-to-peer education
Local Host Network
Support home-sharing
Word of Mouth Stories
Reduce churn
Embraced by Cities
Brand Marketing
Happy & Healthy Hosts
![Page 18: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/18.jpg)
Define the Commitment Curve
Deliver Belonging
Uphold Hospitality standards
Join community platform
Complete Verified ID
Refer a friend
Product feedback
Survey
Sign petition
Post in forum
Mentor new hosts Organize meetup
Volunteer for meetup
Volunteer for local cause
Open home for disaster reliefAttend meetup
Time
Com
mitm
ent
Reciprocity
![Page 19: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/19.jpg)
3. Build programming to facilitate these actions
![Page 20: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/20.jpg)
4. What are the best metrics to track these actions?
M E A S U R E M E N T
![Page 21: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/21.jpg)
Your problem is not as unique as you think.-Douglas Hubbard
![Page 22: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/22.jpg)
Types of Community Metrics
Business Health Initiative Online Platform
![Page 23: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/23.jpg)
Business Metrics
http://www.oracle.com/us/media1/bp-meas-roi-online-com-wp-1588494.pdfhttp://www.slideshare.net/LithiumTech/gold-in-them-hills-com
Metric FormulaAcquisition # new users, # referrals sent, $ value of new users
CPA Cost of campaign / # new users acquired
Conversion rate # new or existing users that take desired action / # users
Churn # deactivated / total # users
Support Deflection # posts * answer rate * cost per case
LTV Avg order value x purchase frequency
SEO cost reduction Results page placement for keywords, $ value of increased placement
![Page 24: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/24.jpg)
Health Metrics
* http://www.communityscience.com/pdfs/Sense%20of%20Community%20Index-2(SCI-2).pdf
Metric Formula
NPS“On a scale of 0 to 10, how likely are you to
recommend this company’s product or service to a friend or a colleague?”
Customer Satisfaction “How would you rate your overall satisfaction with the service you received?”
Sense of Community Index24 question survey measures reinforcement of
needs, membership, influence, shared emotional connection
![Page 25: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/25.jpg)
Initiative Metrics
http://www.oracle.com/us/media1/bp-meas-roi-online-com-wp-1588494.pdf
Metric Formula
Events # RSVPs, # attendees, # new users, # stories collected, # social shares, behavioral change
Innovation # ideas, quality of ideas, # implemented, # validated existing plans
User Feedback Qualitative response from surveys
Bug Reporting # reported bugs, # validated bugs, # users who claim to have the bug
Word of Mouth Link tracking, social shares, mentions, sentiment
PR PR crises averted, # issues surfaced
![Page 26: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/26.jpg)
Online Platform Metrics
Growth ActivityPage views # active members/month
Post views Avg # posts per active member/month
Solution views Total # posts
New visitors/month Time to response
Time to solution
Quality ContentLikes (# and avg Likes/post) Sentiment analysis
Solutions
Abusive Posts
![Page 27: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/27.jpg)
Engagement Scoring System
![Page 28: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/28.jpg)
Activity QualityInteraction
with Community
Influence / Advocacy
C O M M U N I T Y E N G A G E M E N T S C O R I N G S Y S T E M
Categories of Engagement(universe: active hosts)
Group memberPosted to Groups last 90 daysGroup OrganizerRSVP’d to a meetupRSVP’d to a Group meetup
Referred a hostReferred a guestOffline advocateNPS of 9 or 10
Has taken a trip Uses the appLogin frequencyHosting frequency
100% Response RateSuperhost
![Page 29: Cmxdeckairbnbv4 151026160126-lva1-app6891](https://reader031.vdocuments.pub/reader031/viewer/2022020314/5879d10e1a28ab842c8b529d/html5/thumbnails/29.jpg)