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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
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