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Inside Airbnb's playbook for taking over every city

Inside Airbnb's playbook for taking over every city

The presentation kicks off by suggesting that the local ballot initiative wasn't just a one-time thing, but part of a larger movement.

Inside Airbnb's playbook for taking over every city

Message No. 1: Airbnb helps individuals who are struggling to make ends meet.

Message No. 1: Airbnb helps individuals who are struggling to make ends meet.

Message No. 2: Airbnb helps people travel on the cheap.

Message No. 2: Airbnb helps people travel on the cheap.

The three countries it is not in: Syria, Iran, and North Korea.

Message No. 3: Airbnb hosts and renters are good neighbors. (As opposed to always partying, for instance.)

Message No. 3: Airbnb hosts and renters are good neighbors. (As opposed to always partying, for instance.)

So here's how Airbnb claims its community became a voting bloc.

So here

First, the basic characteristics of the Airbnb community in SF.

First, the basic characteristics of the Airbnb community in SF.

Airbnb hosts and guests account for 17% of the San Francisco population.

Airbnb hosts and guests account for 17% of the San Francisco population.

But how does that matter in an election?

But how does that matter in an election?

Airbnb hosts and guests outnumbered the voter turnout in Tuesday's elections.

Airbnb hosts and guests outnumbered the voter turnout in Tuesday

San Francisco's governing city council, called the Board of Supervisors, is elected by geographic districts, rather than citywide. Prop F was important to each district.

San Francisco

Early polling showed that the Airbnb community was against Prop F.

Early polling showed that the Airbnb community was against Prop F.

Here's how Airbnb harnessed the power.

Here

Lehane organized a group called the "Airbnb 11" or "SF-11".

Lehane organized a group called the "Airbnb 11" or "SF-11".

From each supervisor's district, Airbnb found a family who relied on the site to stay in the city.

From each supervisor

Then, Airbnb turned to 2,000 small-business supporters.

Then, Airbnb turned to 2,000 small-business supporters.

Here's an example of a small business supporting the cause.

Here

Last, Airbnb led an effort to add it into their website.

Last, Airbnb led an effort to add it into their website.

Here's how Airbnb changed its website to incorporate political messaging.

Here

GOTV means "Get Out The Vote" — the weekend before the election.

GOTV means "Get Out The Vote" — the weekend before the election.

No on F had 105,000 conversations with people — only 133,000 people voted in the election.

No on F had 105,000 conversations with people — only 133,000 people voted in the election.

Airbnb wasn't the only one leading the political campaigns.

Airbnb wasn

Home sharers created local political clubs.

Home sharers created local political clubs.

They created their own website and political campaigns.

They created their own website and political campaigns.

Here's the No on Prop F website.

Here

Citizens and hosts wrote their own posts as well.

Citizens and hosts wrote their own posts as well.

One post on Medium went viral. Airbnb ended up picking up some of the points it made for its own campaign, Lehane said.

One post on Medium went viral. Airbnb ended up picking up some of the points it made for its own campaign, Lehane said.

Airbnb also pitched the press on stories.

Airbnb also pitched the press on stories.

Here's one example of an article.

Here

Other hosts just wrote their own editorials. Here's one that appeared in the San Francisco Chronicle, the main daily paper.

Other hosts just wrote their own editorials. Here

At this point in the presentation, Airbnb trotted out local hosts to continue to talk about Airbnb.

At this point in the presentation, Airbnb trotted out local hosts to continue to talk about Airbnb.

"The SF lesson" here is that Airbnb represents a powerful political force.

"The SF lesson" here is that Airbnb represents a powerful political force.

Airbnb is in all but three countries.

Airbnb is in all but three countries.

Home-sharing is accepted around the world.

Home-sharing is accepted around the world.

San Francisco isn't unique with its issues.

San Francisco isn

Here's what the national Airbnb community looks like.

Here

16% of hosts come from union household/families.

16% of hosts come from union household/families.

Airbnb's community makes up 17% in San Francisco, but is smaller in other cities.

Airbnb

There are now 4 million Airbnb users — just a million short of the size of the NRA.

There are now 4 million Airbnb users — just a million short of the size of the NRA.

The support isn't only in San Francisco.

The support isn

Airbnb has the millennial vote when it comes to home-sharing.

Airbnb has the millennial vote when it comes to home-sharing.

And the undecided vote. (At least if San Francisco is any guide.)

And the undecided vote. (At least if San Francisco is any guide.)

It's not a passive issue. Voters would take action.

Millennials are also more likely to oppose politicians who don't support Airbnb.

Millennials are also more likely to oppose politicians who don

In recap: The voting bloc is growing and in favor of Airbnb, Lehane says.

In recap: The voting bloc is growing and in favor of Airbnb, Lehane says.

This is how Airbnb will capitalize on it.

This is how Airbnb will capitalize on it.

Our cities are changing.

Our cities are changing.

They're no longer villages.

They

They're no longer just big industrial centers.

They

Airbnb wants to take advantage of the city of tomorrow — a diverse collection of aligned and locally involved groups. Basically, in this view, cities are returning to become a collection of villages.

Airbnb wants to take advantage of the city of tomorrow — a diverse collection of aligned and locally involved groups. Basically, in this view, cities are returning to become a collection of villages.

It's a movement.

The organizing economic group in villages were guilds of tradespeople.

The organizing economic group in villages were guilds of tradespeople.

Political parties grew out of fights for power.

Political parties grew out of fights for power.

Labor unions grew out of fights for the people.

Labor unions grew out of fights for the people.

So Airbnb wants to create its own political force of like-minded people. The company plans to set up 100 clubs in 2016.

So Airbnb wants to create its own political force of like-minded people. The company plans to set up 100 clubs in 2016.

Airbnb has an international population it can leverage.

Airbnb has an international population it can leverage.

The clubs are already happening around the world.

The clubs are already happening around the world.

Airbnb will supply the clubs with grassroots-organizing training.

Airbnb will supply the clubs with grassroots-organizing training.

The clubs will be organized around five tenants.

The clubs will be organized around five tenants.

Airbnb will do its part to support them.

Airbnb will do its part to support them.

Again: There will be 100 cities that have a grassroots Airbnb lobby in their backyard. San Francisco was just the start.

Again: There will be 100 cities that have a grassroots Airbnb lobby in their backyard. San Francisco was just the start.

It's a political movement, after all.

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