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Measuring the Success of Your Community

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Airbnb's Jenna Meister shares how Airbnb measures success of their community efforts and how YOU can create a similar dashboard in your organization. This talk is from CMX Summit West 2015.

Published in: Marketing, Education
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Measuring the Success of Your Community

  1. Measuring the Success of your Community Jenna Meister
  2. Community at Airbnb Adding value to the business Advanced Measurement
  3. M I S S I O N Company Members Members Harness the power of an engaged community to add value to the ecosystem
  4. Engagement is the psychological connection between the community and the company and the likelihood of positive contribution.
  5. 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 Francis Singapore Jennifer Germany Nawal France Elena Australia Piroska Netherlands Pooja India Nataly Brazil Mel NY Sanna NY DS Korea
  6. How does Community add value to the business?
  7. 7
  8. An engaged community is a multiplier to success Do More Hire Less More Authentic
  9. 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
  10. 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
  11. 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
  12. 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
  13. Creating a Measurement Framework
  14. 1. What is the business outcome you want to impact? O U T C O M E
  15. Ideal business outcomes Quality Retention Content Acquisition Support
  16. 2. How can members support business outcomes? R E S U L T S
  17. Acquisition An 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
  18. 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 relief Attend meetup Time Commitment Reciprocity
  19. 3. Build programming to facilitate these actions
  20. 4. What are the best metrics to track these actions? M E A S U R E M E N T
  21. Your problem is not as unique as you think. -Douglas Hubbard
  22. Types of Community Metrics Business Health Initiative Online Platform
  23. Business Metrics http://www.oracle.com/us/media1/bp-meas-roi-online-com-wp-1588494.pdf http://www.slideshare.net/LithiumTech/gold-in-them-hills-com Metric Formula Acquisition # 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
  24. 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 Index 24 question survey measures reinforcement of needs, membership, influence, shared emotional connection
  25. 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
  26. Online Platform Metrics Growth Activity Page 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 Content Likes (# and avg Likes/post) Sentiment analysis Solutions Abusive Posts
  27. Engagement Scoring System
  28. Activity Quality Interaction 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 member Posted to Groups last 90 days Group Organizer RSVP’d to a meetup RSVP’d to a Group meetup Referred a host Referred a guest Offline advocate NPS of 9 or 10 Has taken a trip Uses the app Login frequency Hosting frequency 100% Response Rate Superhost

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