Forum Con - John Bodine - Building Brand Advocacy Through Customer Engagement

Building Brand Advocacy through Customer Engagement February 16, 2011 John Bodine Head of US Community

“ 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

Agenda
Background
Engagement … resources, encourage, monitor, respond
Feedback … learn, listen, engage
Measurement … relevant, dynamic
Closing the Loop

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

Engagement
Product – know your audience
Seed conversations
Context – time and place appropriate
Encourage Monitor Respond
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

Feedback
Provide opportunities for direct customer interaction
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

Feedback - Learn
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

Feedback - Listen 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

Feedback - Engage
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

Measurement
Community engagement must tie to business metrics
Engagement will ideally DRIVE business metrics
Activity Revenue CLV Net Promoter Score
Visitors
Page Views
Posts
Conversations
Clicks
Cost
Revenue
Profitability
Task based
Correlated or causal?
Promoters
Detractors
Product feedback
Understand your users
Qualitative

Closing the Loop Learn | Listen | Engage

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Forum Con - John Bodine - Building Brand Advocacy Through Customer Engagement

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