eBay Inc.

Building Brand Advocacy through Customer Engagement

February 16, 2011

John BodineHead of US Community

eBay Inc.

“One of the things that I repeat probably every day here is that our success is built on our community's success.”- Pierre Omidyar, Founder of eBay

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eBay Inc.

Agenda

• Background

• Engagement… resources, encourage, monitor, respond

• Feedback… learn, listen, engage

• Measurement… relevant, dynamic

• Closing the Loop

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eBay Inc.

Background

• John Bodine– Led Product Marketing efforts focused on data and pictures

– Built Experimental Learning Program and Product

– Head of Community, eBay Inc.

• The eBay Community– 95 million active users

– 5 million active Discussion Board users in 2010

– 6 million page views/week

– >200K board participants/week

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eBay Inc.

Engagement

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Encourage

Monitor

Respond

• Product – know your audience

• Seed conversations

• Context – time and place appropriate

• Moderate

• Watch for trends

• Participate and lead by example

• Acknowledge their feedback

• React and respond with action

Resources • Executive support and product

Feedback funds growth

eBay Inc.

Feedback

• Provide opportunities for direct customer interaction

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• Customer Connect Camp

• Customer Experience Program

• Community Engagement Training

• Customer Pulse

• Community Analysis Report

• Voices DL

• Reaction Reports

• Visits Program

• Experimentation

• Garden

• Customer Calls

• Voices

• Community Socials

• Discussion Boards

• eBay Radio

• Special Engagement

• eBay: On Location

Learn Listen Engage

eBay Inc.

Feedback - Learn

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• 2.5 day immersive workshop on business and customer

• Required for new-hires

Customer Connect Camp

• Create internal learning opportunities

• Connect the business to the customer

• Provide safe opportunities for initial engagement

Action

• 2 day deep dive with Customer Support

• On the phone with customers in the call center

Customer Experience Program

eBay Inc.

Feedback - Listen

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Analysis Report

• Distributed to >700 PD, PM, BU, Exec

• Used for CS, bugs, feature requests

• Professional, relevant

• Summarize relevant conversation and distribute broadly

• Push content and follow up with action

• Gather feedback and drive value

• Weekly report of top discussions

• Delivered to BU, PM, PD, Exec, CS

• Customized based on internal requests

Voices DL

Action

eBay Inc.

Feedback - Engage

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• Ongoing focus group of 75 customers

• Weekly calls

• Direct access to staff

Voices

Community Socials

• Set expectations, be transparent

• Talk to them, in person, with your voice

• Communicate the truth

• Respond with action

• Quarterly opportunity to interact with customers, formally and informally

• Tailored to current business priorities

Discussion Boards / Facebook / Answer Center

• Connect the customer to the business

• Provide safe opportunities to engage with customers

Action

eBay Inc.

Measurement

• Community engagement must tie to business metrics

• Engagement will ideally DRIVE business metrics

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Activity RevenueCLVNet Promoter Score

•Visitors•Page Views•Posts•Conversations•Clicks

•Cost•Revenue•Profitability

•Task based•Correlated or causal?

•Promoters•Detractors

•Product feedback•Understand your users

Qualitative

eBay Inc.

Closing the Loop

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Learn | Listen | Engage