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Measuring the Success of Your Community

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Measuring the Success of your Community Jenna Meister


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Community at Airbnb Adding value to the business Advanced Measurement


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MISSION Harness the power of an engaged community to add value to the ecosystem Company Members Members


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Engagement is the psychological connection between the community and the company and the likelihood of positive contribution.


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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


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How does Community add value to the business?


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7


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An engaged community is a multiplier to success Do More Hire Less More Authentic


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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


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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


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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


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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


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Creating a Measurement Framework


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


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Ideal business outcomes Acquisition Quality Support Content Retention


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R E S U LT S 2. How can members support business outcomes?


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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


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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


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3. Build programming to facilitate these actions


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


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


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Types of Community Metrics Business Health Initiative Online Platform


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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


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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


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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


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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


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Engagement Scoring System


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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


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