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Measuring the Success of your Community Jenna Meister
Community at Airbnb Adding value to the business Advanced Measurement
MISSION Harness the power of an engaged community to add value to the ecosystem Company Members Members
Engagement is the psychological connection between the community and the company and the likelihood of positive contribution.
GLOBAL COMMUNITY TEAM Piroska Netherlands Andrea Emma Mel Canada Jennifer UK/IRE NY Germany DS Chelsea SF, LA Korea Sanna NY Natalia Spain Wakana Japan Nawal France Pooja India Francis Singapore Nataly Brazil Elena Australia
How does Community add value to the business?
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
HAHA Consumer electronics shoppers who are fully engaged spend 29% more per shopping trip than actively disengaged customers. Gallup 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
OUTCOME 1. What is the business outcome you want to impact?
Ideal business outcomes Acquisition Quality Support Content Retention
R E S U LT S 2. How can members support business outcomes?
Acquisition Word of Mouth An engaged community drives various outcomes Stories Brand Marketing Support homesharing Peer-to-peer education Local Host Network Happy & Healthy Hosts Embraced by Cities Reduce churn
Define the Commitment Curve Organize meetup Commitment Mentor new hosts Attend meetup Reciprocity Volunteer for local cause Product feedback Refer a friend Survey Join community platform Complete Verified ID Uphold Hospitality standards Time Sign petition Volunteer for meetup Post in forum Deliver Belonging Open home for disaster relief
3. Build programming to facilitate these actions
MEASUREMENT 4. What are the best metrics to track these actions?
Your problem is not as unique as you think. -Douglas Hubbard
Types of Community Metrics Business Health Initiative Online Platform
Business Metrics 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 http://www.oracle.com/us/media1/bp-meas-roi-online-com-wp-1588494.pdf http://www.slideshare.net/LithiumTech/gold-in-them-hills-com
Health Metrics 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 * http://www.communityscience.com/pdfs/Sense%20of%20Community%20Index-2(SCI-2).pdf
Initiative Metrics 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 http://www.oracle.com/us/media1/bp-meas-roi-online-com-wp-1588494.pdf
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
Engagement Scoring System
COMMUNITY ENGAGEMENT SCORING SYSTEM Categories of Engagement (universe: active hosts) Activity Has taken a trip Uses the app Login frequency Hosting frequency Quality 100% Response Rate Superhost Interaction with Community Influence / Advocacy 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