eBay Green Team: Product Marketing and Making Reuse Cool

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Amy Skoczlas Cole, Director of eBay's Green Team, talks about her group's work and discusses how in most cases, "The greenest product is the one that already exists." This is an inherent advantage of eBay's business in enabling secondary commerce and extending products' usable lives. She shares three key lessons they've learned so far in their product marketing and customer engagement experience: Smartly combining vintage products can be considered "trading up"; Cool and stylish is much more attractive than "green"; and the importance of not being a conversation hog in dialogue (hint: be a conversational host or facilitator).

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eBay Green Team: Product Marketing and Making Reuse Cool

  1. 1. Making Reuse Cool: Creating an Abundant AND Sustainable Future Amy Skoczlas Cole eBay
  2. 2. eBay Community 90 million buyers and sellers around the world
  3. 3. The greenest product is the one that already exists
  4. 4. By the numbers 230,000+ eBay users engaged in the green conversation with us 500+M media impressions $350,000 raised for green non profits 5100 FaceBook fans 2400 employees in 23 countries 3000 Twitter followers 25 conferences and events in 2009 1 brand inspiring greener, smarter consumption $100 billion in goods re-used… and growing
  5. 5. What did we learn?
  6. 6. Think trade up, not trade off
  7. 7. Cool is more powerful than green
  8. 8. Don’t be a conversation hog RecycleBank Grist eBay sellers eBay employees
  9. 9. Peer pressure can do what you can’t
  10. 10. Keep on walkin’ the talk
  11. 11. commerce community
  12. 12. The end

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