Douglas Atkin - How To Create A Powerful Community Culture

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    14-Jun-2015
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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.

Transcript of Douglas Atkin - How To Create A Powerful Community Culture

  • 1. Community Culture Douglas Atkin 10-30-14

2. A Journey through all kinds of Communities Cults 3. A Journey through all kinds of Communities Cults Communities 4. A Journey through all kinds of Communities Cults Communities Movements 5. Cults Communities Movements Grass-Roots Organizing A Journey through all kinds of Communities 6. Communities that Scale and Take Action Douglas Atkin 10-30-14 7. Movement: A population thats mobilized to take action driven by a shared vision of how the world should be. 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. Grass-Roots Organizing ____________________________ San Francisco 10. Grass-Roots Organizing ____________________________ Barcelona 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 Airbnbs practices. Thats 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. Scale: Call Attempts (SF) Total#ofAttempts 0 6000 12000 18000 24000 30000 April May June July August 13. Scale: Contacts Made (SF) Total#ofContacts 0 1400 2800 4200 5600 7000 April May June July August 14. Action: Growth in Supporters (SF) #ofTotalSupporters 0 1200 2400 3600 4800 6000 April May June July August 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. SupportLevels 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. And what they all have in common 18. Idea #1: The Commitment Curve 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. Commitment Curve Sign Petition Month 1 Month 4 21. Commitment Curve Sign Petition Tell your Story Month 1 Month 4 22. Commitment Curve Sign Petition Tell your Story Attend Action Meetup Month 1 Month 4 23. Commitment Curve Sign Petition Tell your Story Attend Action Meetup Tweet Senator Month 1 Month 4 24. Commitment Curve Sign Petition Tell your Story Attend Action Meetup Tweet Senator Crowdfund Ad. Month 1 Month 4 We are Peers. Were 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 hospitalmy 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 wed 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. Commitment Curve Sign Petition Tell your Story Attend Action Meetup Tweet Senator Oped Story Postcard Month 1 Month 4 26. Commitment Curve Sign Petition Tell your Story Attend Action Meetup Tweet Senator Senator Visit Oped Story Postcard Month 1 Month 4 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. It works for all kinds of Communities 29. Read%Purpose% Look%at%Resource%Pages% Read%Forums% Contribute%to%Forum% Lead%Forum% Become%key%contributor%in%forum% Read%Member%Proles% 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. It works for all kinds of Communities 31. That Awesome Slide Title of Yours 32. Idea # 2: Operation and Programming 33. City Hall Event 4/29 102 supporters attended 34. Planning Commission Hearing 9/15 107 people attended 82 speakers during public comment 35. 1st Land Use Committee Hearing 9/15 219 people attended 89 speakers during public comment 36. 2nd Land Use Committee Hearing 9/29 102 people attended 61 speakers during public comment 37. Board of Supervisors Hearing 10/7 Pre-Hearing Event: 120 attended 38. Board of Supervisors Hearing 10/7 Pre-Hearing Canvass of Supervisor offices: 38 hosts participated 39. Board of Supervisors Hearing 10/7 In the Hearing Room: 92 supporters 40. How do they get these results? Operation Programming+ 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. 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. 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. 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. How do they get these results? The Operation 46. How do they get these results? The Operation: 1. Field Organizers 47. How do they get these results? The Operation: 1. Field Organizers+ 2. Goals/ Metrics 48. How do they get these results? The Operation: 1. Field Organizers 3. CRM++ 2. Goals/ Metrics 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. ! ! Qualica)ons/Characteris)cs: ! Experiencewithcommunityandpoli5calorganizing Flexibleandadaptabletochangingcircumstances Communica5onskills-ar5culateandabilitytoimprovise Greatrela5onship-buildingskills-comfortabletalkingtoall kindsofpeopleface-to-faceandoverthephone Willingandabletoworklonghours,includingweekends ! Responsibili)es: Buildanetworkof supporters,withaclose groupofcoresupporters atthecenter Collectandenterdataona dailybasis Organizeeventssuchas neighborhoodmee5ngs Recruit,train,andmanage volunteerstotakeleadership rolesinalas5ng,volunteer drivengrassroots organiza5on Managerela5onshipswith supporters-earntrustin ordertomakeasks Field Organizers____________________________ 51. What theyre 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. Self-Sustaining Communities 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. Programming 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'@Byrons'' 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'@Greggs'' City'Hall'Meeting' with'Avalos' D8'ATM'X'Weiner' D2'City'Hall' Meeting'w/Farre