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Douglas Atkin - How To Create A Powerful Community Culture

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Douglas Atkin, Global Head of Community at Airbnb, explains how AirBnB manages to create a powerful and loyal culture of members amongst its audience.

Publicado en: Marketing
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Douglas Atkin - How To Create A Powerful Community Culture

  1. 1. Community Culture Douglas Atkin 10-30-14
  2. 2. A Journey through all kinds of Communities Cults
  3. 3. A Journey through all kinds of Communities Cults Communities
  4. 4. A Journey through all kinds of Communities Cults Communities Movements
  5. 5. Cults Communities Movements Grass-Roots Organizing A Journey through all kinds of Communities
  6. 6. Communities that Scale and Take Action Douglas Atkin 10-30-14
  7. 7. Movement: A population that’s mobilized to take action driven by a shared vision of how the world should be.
  8. 8. “Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it is the only thing that 
 ever has.”

 Margaret Mead
  9. 9. Grass-Roots Organizing ____________________________ San Francisco
  10. 10. Grass-Roots Organizing ____________________________ Barcelona
  11. 11. “...proponents demonstrated a much larger grassroots base. At hearing after hearing, hosts outnumbered opponents...Supervisors continually ran into people who used Airbnb, liked Airbnb, and saw nothing wrong with Airbnb’s practices. That’s why you heard very little anti-Airbnb rhetoric from supervisors, including those who do not hesitate to castigate real estate speculators and Ellis evictors.” - Randy Shaw, BeyondChron “Scores of Airbnb hosts spoke at public meetings and rallies over the past several months, supporting the version of the law that the supervisors green-lighted.” - Carolyn Said, San Francisco Chronicle "Airbnb and its backers, who've been well-organized in San Francisco, have argued throughout the public battle that short- term rentals help keep the city affordable..." - Emily Badger, The Washington Post
  12. 12. Scale: Call Attempts (SF) Total#ofAttempts 0 6000 12000 18000 24000 30000 April May June July August
  13. 13. Scale: Contacts Made (SF) Total#ofContacts 0 1400 2800 4200 5600 7000 April May June July August
  14. 14. Action: Growth in Supporters (SF) #ofTotalSupporters 0 1200 2400 3600 4800 6000 April May June July August
  15. 15. S.F. Universe Total hosts + guests with addresses 6,288 People reached 8,660 5,954 People who have been reached and are supporters
  16. 16. Support Levels 5,354 Low-Medium Supporters 494 Strong Supporters 106 Core Members Interested in attending events and other high-engagement activities, ex: join Action Team, attend public hearings Strong supporters who are reliable, trustworthy and politically savvy. In regular contact with Organizers. ex: attend last- minute event, meet with city official Interested but non-committal, want low- engagement activities, ex: signing petition, writing a letter
  17. 17. And what they all have in common…
  18. 18. Idea #1: The Commitment Curve
  19. 19. • Lower the barrier to entry • Make incrementally harder... • ...But more rewarding and effective This helps you model what ‘Asks’ you should make, and when. 4. Commitment Curve Sign Petition Tell your Story Attend Action Meetup Tweet Senator Attend Rally Senator Visit Oped Story Postcard Month 1 Month 4
  20. 20. Commitment Curve Sign Petition Month 1 Month 4
  21. 21. Commitment Curve Sign Petition Tell your Story Month 1 Month 4
  22. 22. Commitment Curve Sign Petition Tell your Story Attend Action Meetup Month 1 Month 4
  23. 23. Commitment Curve Sign Petition Tell your Story Attend Action Meetup Tweet Senator Month 1 Month 4
  24. 24. Commitment Curve Sign Petition Tell your Story Attend Action Meetup Tweet Senator Crowdfund Ad. Month 1 Month 4 We are Peers. We’re asking lawmakers for more sharing, not less. We want to play by the rules, but New York needs laws that are safe, fair, and clear. Support sharing. Fix the Law.w. peers.org/fixthelaw This ad was paid for by 1,165 Peers who crowdfunded this message to ask lawmakers to support sharing. “I worked at a company that declared bankruptcy before paying me. Sharing my home made it possible for me to keep my house.” EVELYN NEW YORK, NEW YORK “As a cancer survivor who lost disability insurance, sharing my home gave me the bandwidth I needed to pay rent. The best part was the families, who had a home close to the hospital—my home.” WENDY NEW YORK, NEW YORK Sharing is revolutionizing the way New Yorkers participate in the economy, creating new opportunities for our families, our communities, and our state. But outdated laws treat law-abiding New Yorkers like slumlords. Do we look like slumlords to you? “We were afraid we’d have to leave our farm, our animals, our home. We started sharing our home to make a little extra, and it has saved us from losing our farm!” LAURA ITHACA, NEW YORK
  25. 25. Commitment Curve Sign Petition Tell your Story Attend Action Meetup Tweet Senator Oped Story Postcard Month 1 Month 4
  26. 26. Commitment Curve Sign Petition Tell your Story Attend Action Meetup Tweet Senator Senator Visit Oped Story Postcard Month 1 Month 4
  27. 27. Commitment Curve Sign Petition Tell your Story Attend Action Meetup Tweet Senator Attend Rally Senator Visit Oped Story Postcard Month 1 Month 4
  28. 28. It works for all kinds of Communities
  29. 29. Read%Purpose% Look%at%Resource%Pages% Read%Forums% Contribute%to%Forum% Lead%Forum% Become%key%contributor%in%forum% Read%Member%Profiles% Look%at%photos/videos% Read%blogs% Comment%on%blogs% Write%blog%post% Message%other%member% Upload%video% ParBcipate%in%live%video%discussion% Join%sub%group% Start/Lead%subEgroup% AGend%event% Organize%event% Adopt%leadership%role% COMMITMENT% TIME% Become%a%member% Lead%live%video%disc.% The%Community%Commitment%Curve%
  30. 30. It works for all kinds of Communities
  31. 31. That Awesome Slide Title of Yours
  32. 32. Idea # 2: Operation and Programming
  33. 33. City Hall Event 4/29 102 supporters attended
  34. 34. Planning Commission Hearing 9/15 107 people attended 82 speakers during public comment
  35. 35. 1st Land Use Committee Hearing 9/15 219 people attended 89 speakers during public comment
  36. 36. 2nd Land Use Committee Hearing 9/29 102 people attended 61 speakers during public comment
  37. 37. Board of Supervisors Hearing 10/7 Pre-Hearing Event: 120 attended
  38. 38. Board of Supervisors Hearing 10/7 Pre-Hearing “Canvass” of Supervisor offices: 38 hosts participated
  39. 39. Board of Supervisors Hearing 10/7 In the Hearing Room: 92 supporters
  40. 40. How do they get these results? Operation Programming+
  41. 41. How do they get these results? Operation Programming+ 1. Operational discipline applied to the ‘soft’ skills of relationship-building and community development at scale.
  42. 42. How do they get these results? Operation Programming+ 1. Operational discipline applied to the ‘soft’ skills of relationship-building and community development at scale. 2. Building an external community infrastructure that is scaleable, self- sustaining, and built for the long-term
  43. 43. How do they get these results? Operation Programming+ 1. Make varied asks that track up the Commitment Curve and that suit members’ capacity and comfort
  44. 44. How do they get these results? Operation Programming+ 1. Make varied asks that track up the Commitment Curve and that suit members’ capacity and comfort 2. Develop programming that makes regular and escalating asks (c. every 2 weeks) to maintain engagement and get shit done.
  45. 45. How do they get these results? The Operation
  46. 46. How do they get these results? The Operation: 1. Field Organizers
  47. 47. How do they get these results? The Operation: 1. Field Organizers+ 2. Goals/ Metrics
  48. 48. How do they get these results? The Operation: 1. Field Organizers 3. CRM++ 2. Goals/ Metrics
  49. 49. How do they get these results? The Operation: 1. Field Organizers 3. CRM 4. Build a Self- sustaining community infrastructure of Hosts + ++ 2. Goals/ Metrics
  50. 50. ! !                                                Qualifica)ons/Characteris)cs:   ! • Experience  with  community  and  poli5cal  organizing     • Flexible  and  adaptable  to  changing  circumstances     • Communica5on  skills  -­‐  ar5culate  and  ability  to  improvise   • Great  rela5onship-­‐building  skills  -­‐  comfortable  talking  to  all   kinds  of  people  face-­‐to-­‐face  and  over  the  phone   • Willing  and  able  to  work  long  hours,  including  weekends   !                                          Responsibili)es:   • Build  a  network  of   supporters,  with  a  close   group  of  “core  supporters”   at  the  center   • Collect  and  enter  data  on  a   daily  basis   • Organize  events  such  as   neighborhood  mee5ngs   • Recruit,  train,  and  manage   volunteers  to  take  leadership   roles  in  a  las5ng,  volunteer   driven  grassroots   organiza5on   • Manage  rela5onships  with   supporters  -­‐  earn  trust  in   order  to  make  “asks” Field Organizers____________________________
  51. 51. What’ they’re NOT What they ARE 1. A phone bank 1. Relationship- Builders Who use phone lists to identify, convert and recruit Hosts to engage 2. Canvassers (Low-level recruitment and training to make simple, one-off asks) 2. Community- Builders at Scale Who build self-sustaining community of Hosts by identifying, training and supporting leaders, captains etc. 3. Goal-driven, metrics accountable Managers 3. Traditional Community Managers Who have built strong relationships with c. 50 key hosts and run events.
  52. 52. Self-Sustaining Communities
  53. 53. Self-Sustaining Communities Organizer Advocacy Team Advocacy Team Events News + Information Storytelling Rapid Response Captain Training Action Team Action Team 25-50 Members in each community
  54. 54. Programming
  55. 55. S F F I R E S T A R T E R C A L E N D A R July Sunday' Monday' Tuesday' Wednesday' Thursday' Friday' Saturday' ' ' 1' 2' 3' 4' 5' ' ' ' ' ' ' ' 6' 7' 8' 9' 10' 11' 12' ' ' ' ' ' Mandatory'Fun!' ' 13' 14' 15' 16' 17' 18' 19' ' Sunday'Streets' In'Richmond' ' Brand'Launch'Week!' Supper'Club' ' Volunteer'Event'@'E.R.' Taylor'Elementary' ' 20' 21' 22' 23' 24' 25' 26' ' ' ' ' ' ' ' 27' 28' 29' 30' 31' 1' ' ' ' ' ' Press%Event*% Campaign%Launch% Home'Sharers'' Happy'Hour' ' ' D2'Chiu'ATM' D10'Chiu'ATM' D4+7'Chiu'ATM' D1'Chiu'ATM' D10''ATM'@Byron’s'' D5'ATM''' D2+3'ATM''' D6'ATM''' D4+7'ATM''' D8'ATM'' D1'ATM''' Haight'Ashbury' Neighborhood'Council' EVNA'Meeting'to'' discuss'Home'Sharing' Corbett'Heights'NA'– Home'Sharing'presents'D9'ATM'@Gregg’s'' City'Hall'Meeting' with'Avalos' D8'ATM'X'Weiner' D2'City'Hall' Meeting'w/Farrell' Commiss.'Meeting' with'Cindy'Wu' D9'City'Hall'Meeting' w/Campos' D10' Meeting' w/Cohen' D5'City'Hall' Meeting'w/Breed' D6'Chiu'ATM' Meeting'with'Planning' Commiss.'Fong'and' Johnson' Commiss.'Meeting' with'Hillis'
  56. 56. Scaled Asks - Testify at a Rally/Hearing - Share story publicly - Advocacy Team (speak at N.A. meetings) - Meeting with city official - Join neighborhood association - Attend public hearing - Host a meeting - 1:1 with Organizer - Attend Action Team meeting - Write letter - Share story - Post to social media High engagement Low engagement
  57. 57. Summary
  58. 58. Communities in action
  59. 59. Communities that scale #ofTotalSupporters 0 1200 2400 3600 4800 6000 April May June July August
  60. 60. Commitment Curve
  61. 61. Operation and Programmin g
  62. 62. New model for Community?
  63. 63. Thank You
  64. 64. Commitment 15,876 Hosts Activated 11,113 Facebook Likes 3,812 Volunteers 400 Team Leaders 2,668 Team Members August October November 31,500 Live Conversations 7,779 Petition Signatures 5,445 Event Attendees September December January 31,513 Hosts Paris: 25 Field Organizers

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