Presentation by @rachelmakool and @cschroeder on community metrics at the Community 2.0 Conference in San Francisco, California. Measuring eBay's Community.

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
2

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
6

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?
8

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

9. What We Measured
03/17/19Key Performance Metrics – R Makool & CS Schroeder
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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
12

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
15

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
16

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…
18

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

19. 19
Questions
03/17/19Key Performance Metrics – R Makool & CS Schroeder