Forum Con - John Bodine - Building Brand Advocacy Through Customer Engagement
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Transcript of Forum Con - John Bodine - Building Brand Advocacy Through Customer Engagement
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eBay Inc.
Building Brand Advocacy through Customer Engagement
February 16, 2011
John BodineHead of US Community
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eBay Inc.
“One of the things that I repeat probably every day here is that our success is built on our community's success.”- Pierre Omidyar, Founder of eBay
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eBay Inc.
Agenda
• Background
• Engagement… resources, encourage, monitor, respond
• Feedback… learn, listen, engage
• Measurement… relevant, dynamic
• Closing the Loop
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eBay Inc.
Background
• John Bodine– Led Product Marketing efforts focused on data and pictures
– Built Experimental Learning Program and Product
– Head of Community, eBay Inc.
• The eBay Community– 95 million active users
– 5 million active Discussion Board users in 2010
– 6 million page views/week
– >200K board participants/week
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eBay Inc.
Engagement
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Encourage
Monitor
Respond
• Product – know your audience
• Seed conversations
• Context – time and place appropriate
• Moderate
• Watch for trends
• Participate and lead by example
• Acknowledge their feedback
• React and respond with action
Resources • Executive support and product
Feedback funds growth
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eBay Inc.
Feedback
• Provide opportunities for direct customer interaction
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• Customer Connect Camp
• Customer Experience Program
• Community Engagement Training
• Customer Pulse
• Community Analysis Report
• Voices DL
• Reaction Reports
• Visits Program
• Experimentation
• Garden
• Customer Calls
• Voices
• Community Socials
• Discussion Boards
• eBay Radio
• Special Engagement
• eBay: On Location
Learn Listen Engage
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eBay Inc.
Feedback - Learn
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• 2.5 day immersive workshop on business and customer
• Required for new-hires
Customer Connect Camp
• Create internal learning opportunities
• Connect the business to the customer
• Provide safe opportunities for initial engagement
Action
• 2 day deep dive with Customer Support
• On the phone with customers in the call center
Customer Experience Program
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eBay Inc.
Feedback - Listen
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Analysis Report
• Distributed to >700 PD, PM, BU, Exec
• Used for CS, bugs, feature requests
• Professional, relevant
• Summarize relevant conversation and distribute broadly
• Push content and follow up with action
• Gather feedback and drive value
• Weekly report of top discussions
• Delivered to BU, PM, PD, Exec, CS
• Customized based on internal requests
Voices DL
Action
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eBay Inc.
Feedback - Engage
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• Ongoing focus group of 75 customers
• Weekly calls
• Direct access to staff
Voices
Community Socials
• Set expectations, be transparent
• Talk to them, in person, with your voice
• Communicate the truth
• Respond with action
• Quarterly opportunity to interact with customers, formally and informally
• Tailored to current business priorities
Discussion Boards / Facebook / Answer Center
• Connect the customer to the business
• Provide safe opportunities to engage with customers
Action
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eBay Inc.
Measurement
• Community engagement must tie to business metrics
• Engagement will ideally DRIVE business metrics
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Activity RevenueCLVNet Promoter Score
•Visitors•Page Views•Posts•Conversations•Clicks
•Cost•Revenue•Profitability
•Task based•Correlated or causal?
•Promoters•Detractors
•Product feedback•Understand your users
Qualitative
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eBay Inc.
Closing the Loop
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Learn | Listen | Engage