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Ali Croft and Jill Hunley: ebay Social Media Case Study

Ali & Jill will discuss what prompted the eBay to start monitoring social media, how they decided on the best way to go about it, how they’re measuring results and how they’re acting on those results.

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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
eBay Inc. confidential
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
eBay Inc. confidential
First Step: Social Media Center of Excellence
EUEU
APACAPAC
Buyer /
Seller /
Internet
Marketing
Buyer /
Seller /
Internet
Marketing
StrategyStrategy
PlatformPlatform
CSCS
HR /
Recruiting
HR /
Recruiting
Corporate
Comms
Corporate
Comms
PayPalPayPal
eBay
Classifieds
eBay
Classifieds
eBay MP
(inc. Stubhub,
Half, SDC)
eBay MP
(inc. Stubhub,
Half, SDC)
Across eBay
properties
Across
geographies
Across
functions
USUS
eBay Inc. confidential
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
eBay Inc. confidential
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
eBay Inc. confidential
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

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Ali Croft and Jill Hunley: ebay Social Media Case Study

  • 1. 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
  • 2. eBay Inc. confidential 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
  • 3. eBay Inc. confidential First Step: Social Media Center of Excellence EUEU APACAPAC Buyer / Seller / Internet Marketing Buyer / Seller / Internet Marketing StrategyStrategy PlatformPlatform CSCS HR / Recruiting HR / Recruiting Corporate Comms Corporate Comms PayPalPayPal eBay Classifieds eBay Classifieds eBay MP (inc. Stubhub, Half, SDC) eBay MP (inc. Stubhub, Half, SDC) Across eBay properties Across geographies Across functions USUS
  • 4. eBay Inc. confidential 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
  • 5. eBay Inc. confidential 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
  • 6. eBay Inc. confidential 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
  • 7. eBay Inc. confidential 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
  • 8. eBay Inc. confidential 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
  • 10. eBay Inc. confidential 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

Editor's Notes

  1. Overview of eBay – the world’s online marketplace In many ways, the original social network Where we started – Community Forums As social networking expanded to other sites/communities, we had to figure out how we could monitor and measure off of eBay forums Started off somewhat fragmented – many different groups have been figuring out smm on their own
  2. In late 2009 we hired a director of social media to help bring it all together Created social media center of excellence – where everyone involved in sm gets together monthly to share learnings, etc Although many of these groups have continued to monitor and focus on their own keywords/topics, the team under social media director has taken on a bigger project – monitoring all eBay mentions and sifting through them to find the most relevant topics of discussion, and responding to those comments to try to shift the overall perception of eBay
  3. What we’re measuring for: Standard Social Media Metrics – sentiment, share of voice, trending topics, etc. Customer Metrics – volume of customer “turnarounds” from negative to positive sentiment, NPS, cost of SM compared to other customer support channels, etc. Business Metrics – traffic, purchases, direct vs. indirect shares, etc.
  4. What we’re measuring for: Standard Social Media Metrics – sentiment, share of voice, trending topics, etc. Customer Metrics – volume of customer “turnarounds” from negative to positive sentiment, NPS, cost of SM compared to other customer support channels, etc. Business Metrics – traffic, purchases, direct vs. indirect shares, etc.
  5. Quick snapshot of what we’re looking at - ~14-18K mentions per DAY
  6. There is no easy way to do this - - There is no one vendor that can do everything we need a tool to do. We are using a mashup of automated tools and manual analysis to find the data we need - establishing baseline can be tough, competitive can also be tough - so much data, tough to cut through to get to the good stuff – category specific - This is a big project – we are far from done. It will be a constant learning process.   Results have been encouraging:   - On the CS side, people seem to like being helped this way. It’s quicker for them than calling and waiting on hold. The quick responses immediately cheer them up and they usually say something positive about us afterwards. We definitely think it’s worth the investment.   Next Steps: - Getting more internal resources to focus on CS outreach attribution – seo influenced, vs affiliate, vs social media In process of refining our channel strategy – what to post where – different communities respond differently to different messages Social media channel strategy (what to post where) More granular customer segmentation and insights Monitor the business metrics to evolve our social commerce initiatives
  7. What we do with the data In process of refining our channel strategy – what to post where – different communities respond differently to different messages Get a pulse on how people are reacting to different campaigns, like recent buyer protection campaign, to see where we need to make changes in out outreach strategy Use it to refine our CS efforts, find out where we’re helping pp and how we can do more of that