Presentation by @rachelmakool and @cschroeder on community metrics at the Community 2.0 Conference in San Francisco, California. Measuring eBay's Community.
Community 2.0 Key Performance Metrics San Francisco
1. A LOOKAT KEY PERFORMANCE
METRICS
MEASURING EBAY'S CO MMUNITY
Rachel Makool, Social Media/Online Community
Consultant
Cynthia So Schroeder, Community & Social Marketing
Consultant
Community 2.0 Conference, San Francisco
May 18, 2009
2. Agenda
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Introduction: Who Are We?
Overview of eBay Community’s Strategic
Priorities
Why Measure: The Value of Community
Metrics
What We Measured
How We Measured and Communicated
Key Performance Metrics – R Makool & CS Schroeder
3. About the Speakers
Rachel Makool
15+ years as Marketing leader
Headed eBay’s Global Community efforts for past 7 years
Consultant on Social Media/Online Community with practical experience
Cynthia So Schroeder
Currently consulting with eBay’s Global Citizenship Marketing on their
Social Ventures Promotions and Social Media Strategy
Former Head of eBay’s Global Community Engagement, Product,
Marketing, Outreach Programs and Metrics & Analytics
Over 15 years of Community, Technology and Consulting experience
o Includes Global Web Services at Bidcom.com; Management Consulting @
Accenture for Fortune 100 clients, Urban Planning in Asia and US
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03/17/19Key Performance Metrics – R Makool & CS Schroeder
4. eBay Community’s Strategic
Priorities4
TeamVision
Build and sustain a positive relationship
with our customers -- through consistent
engagement and communication -- to
cultivate loyalty and retention
03/17/19Key Performance Metrics – R Makool & CS Schroeder
5. eBay Community’s Strategic
Priorities5
Goals
Provide Global Community expertise, insight and direction to
influence business decisions and help minimize business
disruptions
Drive broad-based Global Community engagement on the site
to build trust, loyalty, stickiness, and revenue
Convey eBay’s strategy to the Community through consistent
messaging
Develop and sustain an employee culture focused on a deep
understanding and relationship with the Community
03/17/19Key Performance Metrics – R Makool & CS Schroeder
6. Team Metrics’ Goals
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Measure and track customer growth, retention
and loyalty
Build and maintain a positive relationship with
customers
Develop strong, trustworthy, consistent and
reliable interaction and communication
03/17/19Key Performance Metrics – R Makool & CS Schroeder
7. Why Measure: The Value of
Community Metrics
03/17/19Key Performance Metrics – R Makool & CS Schroeder
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8. Why Metrics Matter?
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Metrics are an important piece of understanding
the health and performance of your strategy
and goals:
Understand your customer’s wants and needs
Track effectiveness of engagement
Provide customers to be heard
Builds brand advocacy
Helps to “sell” your success inside your business
Increases employee’s understanding of customers
03/17/19Key Performance Metrics – R Makool & CS Schroeder
10. What We Measured
Site Commerce vs. Community Activity
Track engagement primarily in forums and compare
to buying/selling activity
Track Detailed Seller Ratings (DSR) & Feedback
Scores
Buying and Selling Revenue of Top Buyers &
Sellers
Net Promoter Score (NPS)
Strength of brand advocacy
Retention--Longevity as customers
03/17/19Key Performance Metrics – R Makool & CS Schroeder
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11. Example: Online Community
Activity
Answer 4 fundamental questions about the health of
Community’s forums
How much activity was generated last month?
How was the activity distributed across the forums?
How much did the activity change since the same time last
year?
How much are active forum members worth?
Consider how external forces (e.g. promotional
events, controversy) can affect your Community’s
activity in a current period vs. the same period from
the previous year
Incorporate quantitative and qualitative highlights into
overall Community’s health and/or “pulse” reporting
03/17/19Key Performance Metrics – R Makool & CS Schroeder
12. Drivers of Activity
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Controversial site/policy changes
Marketing promotions
Planned events
Company news
Major Events external to the company
Personal disputes
03/17/19Key Performance Metrics – R Makool & CS Schroeder
13. How We Measured and
Communicated
03/17/19Key Performance Metrics – R Makool & CS Schroeder
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14. How We Measured and
Communicated
Community Activity Dashboard
Analyzed performance metrics at multiple levels of aggregation
Breakdown several ways: Sitewide (i.e. Country); Forum Type (i.e. by
Community Product type); and Individual Forums (PowerSellers Discussion
Board)
Enables analysis of historical performance metrics on a continuous time-line
Community Health Metrics Reporting
Holistic view of Community’s activity
Specialized reporting on specific Community areas, i.e. buyer segmentation,
Top Answer Center participants,
Value Reporting
Assessed the value associated with each active Community member
03/17/19Key Performance Metrics – R Makool & CS Schroeder
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15. Health vs. Performance Metrics
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Health of Community’s Activity
Any metric that reflects member activity on the site
Examples of health metrics
o Total PageViews - broadest measure of Community Activity
o Total Posts - user generated content and voice
o Total Users - broadest measure of forums population; reflects the total
of unique members who use Community products
o ActiveCommunityUser- member who was active in Community and
commerce
o ValueMultipliers - measure of relative value of on-site commerce
03/17/19Key Performance Metrics – R Makool & CS Schroeder
16. Health vs. Performance Metrics
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Performance Metrics
A performance metric measures the relative change of a health
metric
Examples of performance metrics:
– Month-over-Month (MoM%) growth rates
– Year-over-Year (YoY%) growth rates
– Trendline graphs of MoM and YoY growth rates
03/17/19Key Performance Metrics – R Makool & CS Schroeder
-100% 0% 100%10% 40%30%20% 70%50% 60% 90%80%-10%-40% -30% -20%-70% -50%-60%-90% -80%
Good Excellent UnusualPoorVery Poor
Sample YoY growth rate spectrum:
17. Value Reporting: Value Contribution of
Active Forum User (VCAF) Multipliers
Objective: To quantify the value of members who are engaged in the
Community forums
To allow for a comparison of the value of active members who log into
the forums versus the value of the entire eBay.com population
The VCAF Multiplier is a ratio that shows how the revenue generated by
an average forum user compares to the revenue generated by an
average user on the site
CountryAScorecard forMonth1
Average Revenue Bought per Forum User = $15
Average Rev Bought per Active User = $10
Rev Bought Multiplier = 1.5
Sho ws avg . active m e m be r g e ne rate d m o re re ve nue
CountryBScorecard forMonth1
Average Revenue Bought per Forum User = $10
Average Rev Bought per Active User = $10
Rev Bought Multiplier = 1.0 (neutral; no difference)
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18. In Conclusion…
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Determine your organization’s priorities
Outline Achievable and Measureable Goals
Set up strong reporting methodology
Articulate what “value” means to your
organization
Develop actionable plan and
recommendations
Discuss outcome with stakeholders and
decision makers to determine next steps
Retool plans based on outcome 03/17/19Key Performance Metrics – R Makool & CS Schroeder
In order to assess the impact of Community interaction and influence, we examined Community activity from several different angles
1. Track engagement in forums and compare to buying/selling activity
2. Track DSR (Detailed Seller Ratings) & Feedback Scores
3. GMB & GMV, Top Buyers & Sellers
4. Retention--Longevity as customers