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.

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