Ali Croft and Jill Hunley: ebay Social Media Case Study

Social Media Monitoring Case Study: Implementation and Action Jill Hunley, Director, Marketing Strategy and Planning, eBay Inc. Ali Croft, Director, PR, Just Drive Media October 21, 2010

Social Media: Goals and Strategies
“ We need to change the way we do business using social media.”
In many ways, eBay was the original social network
Started with Community Forums in the late ‘90’s
We now have a community of 90M buyers and sellers, with the opportunity to engage and ignite them through Social Media

First Step: Social Media Center of Excellence EU APAC Buyer / Seller / Internet Marketing Strategy Platform CS HR / Recruiting Corporate Comms PayPal eBay Classifieds eBay MP (inc. Stubhub, Half, SDC) Across eBay properties Across geographies Across functions US

Social Media Center of Excellence
Social Media Center of Excellence – Objectives:
Social strategy
Customer insights
Competitive monitoring
Monthly Social Media Council, with knowledge-sharing across initiatives
Alignment of roadmaps and plans
Analytics and reporting infrastructure

Social Media Analytics & Reporting
~ 1M eBay mentions per month (across Facebook, Twitter, and blogs)
Our goal is to measure the traffic, engagement, and sentiment on the social channels -- to understand the impact on our business and brand
How we’re doing it:
Small steps first – starting with Facebook and Twitter
Using Radian6 to identify common topics, themes, and tone
Enhancing our internal reporting tools to monitor site traffic to / from social channels
The Challenge: Filtering Through the Noise

What we’re measuring for… Traffic to / from social sites: Engagement & Sentiment on the social sites: Key Metrics:
Customer segments and demographics
Purchases / revenues
Direct vs. indirect shares
Traffic volume
Social channel
eBay categories
Key Metrics:
Volume of mentions
Number of re-tweets
Number of fans / followers
Sentiment
Share of voice
Trending topics
Brand influence, brand engagement, Klout

eBay’s Social Snapshot Daily Brand Mentions
We’re looking at ~ 15-20K mentions per DAY, just on Facebook and Twitter!
Developed a monthly dashboard of key social media metrics / indicators, which we use to evolve our social interactions

Key Learnings & Next Steps
Key Learnings
It’s not easy -- there is no one vendor or tool that can do everything
Start with the basics; iterate and evolve as you go
Difficult to obtain competitive benchmarks, and historical baselines
Due to the large volume of mentions, it’s challenging to sort through the “noise” to the actionable insights
Next Steps
Continue to leverage the metrics to evolve our social media strategy and initiatives
Enhance and scale our social media analytics infrastructure
Refine our analytics dashboards to make them more actionable
Evolve our analytics to go deeper into verticals / categories

Appendix Appendix

Social Media results to date – Social CS Pilot
In August we launched a pilot of Customer Support engagement on Facebook and Twitter.
Results to date:
52-59% increase in positive sentiment after a CS encounter
Positive sentiment up 4% overall; 14% on Facebook
Twitter: Brand Influence up 220%; Brand Impact up 79%
Number of fans/followers up 6%
Klout up 36%
Next steps:
Evaluate the CS costs of social media support, compared with other CS channels such as phone and email
Scale the support to additional social sites (i.e. YouTube, blogs), and greater time-zone coverage

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Ali Croft and Jill Hunley: ebay Social Media Case Study

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