This document discusses eBay's community development programs that are aimed at building loyalty among customers. It defines eBay's community as anyone who interacts with eBay, including buyers, sellers, employees, and partners. The key goals of eBay's community development are to engage customers, cultivate long-term relationships through communication and events, and advocate for customer needs internally. Major programs discussed include the Voices program, which gathers feedback from active users, and eBay In Person events, which allow direct dialogue between customers and management.

1. eBay: Using Your Customer Community to
Create and Build Loyalty
NPS Loyalty Forum
Community Development
November 28, 2007

2. Overview
• What is Community?
• Team Vision & Role
• Key Community Development Programs

3. Who is eBay’s Community?
“eBay Community” is everyone who has a relationship with eBay, Inc.
Defining Community
Buyers Sellers
Paypal
Employees Top Sellers
Power Sellers
New
Sellers
Small
Businesses
Shopping.com
Skype
Categories
LoQuo
Personal
Accounts
Merchant
Accounts
Vendors/
Partners
Not active,
lapsed
LiveWorld
3rd
Party
Developers
Strategic
Partners
Power Buyers
New Buyers
Vocal
members
Quiet
members
Press
ebay.com
eBay
International
One-time
buyers
Kijiji
Gumtree
Marktplaats.nl

4. Why Community Matters - Value
• Strategic differentiator
• Unique asset to eBay
• Builds loyalty and drives retention among our customers
• Members actively engaged with eBay and each other
are more valuable
Defining Community

5. Community Development Vision
Build and sustain a positive relationship with
our customers -- through consistent
engagement and communication -- to
cultivate loyalty and retention
Vision

6. • Partner and consult with eBay global leadership on
business decisions impacting our Community
• Drive and promote Community engagement online and
offline
– eBay In Person, Town Halls, Online workshops
– eBay Answer Center, Discussion Forums, Blogs
• Lead strategic communications for eBay and our customers
• Advocate the needs of Community internally
• Nurture relationship building for long term loyalty and
retention with eBay
• Cultivate strong understanding of Community within eBay
Our Global Role
Team Role

7. Current eBay Community Development Programs
Our Program Areas
• Community
Communications
• Advocacy Programs
and Events
• Community Input
Our Goals & Results
• Build advocacy
• Candid, direct
feedback
• Establish trust and
transparency
• Cultivate partnership
• “Keeping It Human”
– Close the gap
between our corporate
face and customer
Drive
Key Programs

8. eBay’s Community Development Programs
Input Outreach
Online • eBay Forums
• Voices Program
• eBay Forums
• Member Workshops
• Communications (News & Blog)
Offline • Voices (In-Person/ Calls) • Town Halls
• eBay In-Person Visits
• eBay Radio
Key Programs

9. Connect People with Community Events
“eBay In Person” Visits
• Open Q&A with eBay
management panel
• Dialogue with our members
directly
• Facilitate in-person networking
opportunities
• Share learnings internally with
staff
Key Programs
Goals of Community Events
• Build advocacy by reaching out to our
customers
• Provide opportunities for members to be
heard
• Inspire eBay enthusiasts to spread the
word about eBay
• Increase our executives’ knowledge and
understanding of members’ needs

10. Community Communications
Key Role & Responsibilities
• Communication Strategists
– Help staff develop strategic plans for
sensitive and/or complicated change
– Maximize our reach through multiple
channels and events
– Create and distribute communication for all
member-facing changes and updates
• Community Advocates/Consultants
– Influence what eBay does on behalf of the
Community
eBay Channels
• News
• eBay’s “The Chatter” Blog
• Town Halls
Key Programs

11. Community Input - What Is It?
Definition
• Provide eBay with Community’s input on policies, projects, and
initiatives to guide strategic decision making for our marketplace
Role
• Community Liaison for eBay
• Moderate and assist in all communication with our program participants
• Summarize input into formal reports that are shared with staff and
members
• Partner with internal clients to respond to member queries
Key Programs

12. How eBay’s Input Program is Unique
eBay’s Community Input aims to be an industry leading assortment of
member input programs. Community Input should be an integral
component of our development lifecycles and communications
• Immediate
— Efficient processes and our input mechanisms allow for quick response and little
“ramp up” time from staff seeking feedback
• Comprehensive
— Programs are comprised of real members who are active on the site and
represent all eBayers – from novice buyers to Titanium PowerSellers
• Continuous
— “Panel based” approach allows for the monitoring of trends and ongoing
discussion with our members
• Collaborative
— Voices members often become staunch advocates for eBay as they develop
close relationships with employees, gain visibility into eBay’s inner workings and
realize the value of their input
Key Programs

13. Value of Our Input Programs
• Influence Decision Making
– Community input helps to shape site changes and eBay
initiatives
– Programs assist staff with their product launches, policy
changes through early stage Community feedback and reaction
• Keep It Human
– Input programs provide an invaluable opportunity for staff to
interact directly with active members
• Provide a Historical Perspective
– Staff can gauge member reaction throughout the evolution of a
product and/or initiative
Key Programs

14. Member Input Program: “Voices”
eBay’s “Voices” is an ongoing advisory group
selected to provide us with qualitative input on
policies, projects, and critical decisions to help
eBay make the best decisions for the overall
health of the marketplace
History
• Program began in 1999
• Over 300 active members – 40 - 60 new members
added annually
Logistics
• In person sessions are held 4 - 6 times per year
• Conference calls are held three days a week,
approximately 30-40 Voices participants per topic
• Private communication channels are provided to
solicit input
Key Programs

15. Voices’ Participants
• Voices members are a cross-section of the
eBay Community of buyers and sellers
• These members are among our most active
eBay users and provide valuable input on
what new initiatives or changes can or can't
work on the site
• Site experience ranges from relatively new, to
long-time members, high to low volume
traders
– Feedback scores range from 100’s to
100,000’s
• Voices members are all under Non Disclosure
Agreements (NDAs)
• Over 400 members have been recruited to
participate in Voices since 1999
Key Programs