Measuring the Success of your Community

Jenna Meister

Community at Airbnb

Adding value to the business

Advanced Measurement

M I S S I O N

Company

Members Members

Harness the power of an engaged community to add value to the ecosystem

Engagement is the psychological connection between the community and

the company and the likelihood of positive contribution.

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

How does Community add value to the business?

7

An engaged community is a multiplier to success

Do More Hire Less More Authentic

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

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

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

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

Creating a Measurement Framework

1. What is the business outcome you want to impact?

O U T C O M E

Ideal business outcomes

Quality

Retention

Content

Acquisition Support

2. How can members support business outcomes?

R E S U L T S

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

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

3. Build programming to facilitate these actions

4. What are the best metrics to track these actions?

M E A S U R E M E N T

Your problem is not as unique as you think.-Douglas Hubbard

Types of Community Metrics

Business Health Initiative Online Platform

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

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

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

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

Engagement Scoring System

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