Main Takeaways: - Leveraging product for social impact - Importance of understanding user context - Identifying and communicating the impact - Building a portfolio of engagement models

1. www.productschool.com
Product Management for Social
Impact by Airbnb PM & Product Lead

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4. Corporate
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5. Scott Crider
&
Eric Ruth
T O N I G H T ’ S S P E A K E R S

6. Social Impact Product
Management
Scott Crider & Eric Ruth • Nov 21, 2019 • Product School

7. 1. 21st century companies
2. Product for social impact
3. Commitment curve
4. Storytelling for impact
Agenda

8. 21st Century Company

9. Our responsibility isn’t
just to our employees,
our shareholders, or
even to our community
– it’s also to the next
generation. Companies
have a responsibility
to improve society.
BRIAN CHESKY

10. Step 1: Identify your superpower

11. 2010 Blizzard, New York City

12. 2010 Blizzard, New York City

13. 2011 Hurricane Irene, East Coast

17. Cinde, Paradise, CA

18. Mexico City Disaster Video

19. Who else can we help?
Disaster

20. Disaster Refugee Medical

21. Our hosts have
opened their
homes to 35,000
people to date

22. … and aim to
provide housing
for 100,000
within the next
three years.

24. 1. 21st century companies
2. Product for social impact
3. Commitment curve
4. Storytelling for impact
Agenda

25. Social Impact PM
Same fundamentals, but with an elevated focus
on user needs and the goal of driving impact
Impact as profit
Product Management Fundamentals
Teamwork, Vision, Iteration
User Focus
Research, Expertise, Representation

26. Social Impact PM
Same fundamentals, but with an elevated focus
on user needs and the goal of driving impact
Product Management Fundamentals
Teamwork, Vision, Iteration

27. Social Impact PM
Same fundamentals, but with an elevated focus
on user needs and the goal of driving impact
Product Management Fundamentals
Teamwork, Vision, Iteration
User Focus
Research, Expertise, Representation

28. Research
It is important to understand the context in
which your product will be used

29. 75% of our guests were booking their
first Airbnb reservation

30. Emotions
Grappling with new
situations for
themselves or
someone they love
Finances
Juggling new costs for
everything from
treatment to travel to
child care
Logistics
Learning new medical
terms, traveling to new
places, and dealing
with new processes
Physically and
emotionally preparing
for treatment for
themselves or
someone they love
Recovery

31. See through your
users eyes

32. A custom resource

33. The new guest
experience

34. 50% reduction in customer support
contacts

35. Expert partnerships
It is important to understand the context in
which your product will be used

36. Representation
Build diverse teams that reflects the users you
will be working with

37. Social Impact PM
Same fundamentals, but with an elevated focus
on user needs and the goal of driving impact
Impact as profit
Product Management Fundamentals
Teamwork, Vision, Iteration
User Focus
Research, Expertise, Representation

38. Financial
Relief
Psychosocial
Wellbeing
Belonging

39. 1. 21st century companies
2. Product for social impact
3. Commitment curve
4. Storytelling for impact
Agenda

41. Open Homes Commitment Curve
Host for free

42. Open Homes Commitment Curve
Host for free
Host at a
discount

43. Open Homes Commitment Curve
Host for free
Host at a
discountDonate to
fund a stay

44. Open Homes Commitment Curve
Host for free
Host at a
discountDonate to
fund a stay
Share on
social media

45. CITY A
CITY C
CITY E
CITY D
CITY B
CITY F
World Map

46. World Map

47. Open Homes Commitment Curve
Host?
N Y
Donate
or
Share
N Y
Donate
or
Share
Need
Hosts?
Host for
free or
discount

48. Host for free
Donate
Host at a discount
Share

49. Open Homes Commitment Curve
Host for free
Host at a
discountDonate to
fund a stay
Share on
social media

50. 1. 21st century companies
2. Product for social impact
3. Commitment curve
4. Storytelling for impact
Agenda

52. Financial
Relief
Psychosocial
Wellbeing
Belonging

53. Provide housing
for 100,000
people within
five years.

59. 1. 21st century companies
2. Product for social impact
3. Commitment curve
4. Storytelling for impact
Summary

60. Thank you

61. www.productschool.com
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and
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