eBay Social Content Strategy SC V18 042917
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eBay Social Content Strategy SC V18 042917
- 2. CONTENTS 1 2 3 4 Background Content Audit Personas, Journeys & Content Gaps Vision & Strategy 5 Proof of Concept
- 3. STARTING POINT l We didn’t know much about our content - What we create and volume - Who creates it - How we distribute it - Where it lives - What tools we use l Did not know who our target audiences were and where we had content gaps l Did not have a content strategy or vision for North America TODAY l Developed a comprehensive content landscape for NA l Created target personas and mapped our existing content to our personas to determine content gaps l Created a content vision & strategy and prioritized resources across the 3-years l Ran a proof-of-concept to test out the effectiveness of content marketing when done right BACKGROUND
- 4. INTERVIEWS SEO CRAWL AUDIT WORKSHOPS Conducted audit across 13 internal and external organizations to capture types of content, owners, volume, where it lives & tools used. 40+ interviews across Marketing, Brand, SEO, Comms, Product, Global Growth, Site Merchants, Customer Insights, CRM/Ops, etc. 80k pages of Guides and Blogs articles were crawled identifying areas of improvement. Not all content was crawled due to high volume. 2 content mapping workshops were conducted to map existing content to personas across buyer and seller journeys to determine gaps. OUR APPROACH
- 6. KEY FINDINGS CONTENT CREATION • We create a lot of content but majority needs to be refreshed or retired – quality is highly variable. • Content is created for individual priorities vs. shared goal or target audience. • Current volume of videos, stories, and community connection is inadequate. PROCESSES & PERFORMANCE • Lack of governance and processes is leading to a disconnected user experience across channels/verticals. • Insufficient data tracking is deterring use of content and encouraging use of other tracked assets. CONTENT DISTRIBUTION • Competing promotional and organizational priorities are limiting distribution. • Content created is not optimized for social and email channels. • Content Marketing is not part of distribution operational processes. SEO • Content needs to be cleaned up and better integrated with the core eBay site. • Duplicate content is penalizing the broader content marketing assets. SYSTEMS & TOOLS • Lack of a single CMS, DAM or editorial calendar is leading to multiple or duplicative tools. • Content is being created in silos, causing little re-use of content and inefficiencies. 6
- 7. 4 10/17 – 10/21 Brand Nico Brandenberg Customer Insights Gireesh Joshi Stephanie Cunningham Hania Mirza 10/31 – 11/4 100% 7/7 10/24 – 10/29 Marketing Seller Josh Fradenburg Christine Hipwell Paul Serapio Soft Goods Paul Friedland Jim Lawrence Lauren Henderson Najmeh Habili Hard Goods Chris Rollings Kelan Reismeier Adam Fischer Yechun Lee Integrated Jennifer Deal Site Merchandisers Kylie Hempy Cindy Aknin Julie McCanney CRM/Ops Marci Thurston Brand Mark Kozlowski Social Evan Filler SEO Pete Dainty Harold Pierce GG Whitney Horsey-Sherin 18/18 95% 11/12 Hard Goods Maria Alvarez Product Zach Wasserman Evan Thomas 100% Leadership *David Doctorow Olivier Ropars Claire Dixon Erez Yereslove Yiota Avram *Scheduled to be interviewed Comms. Annie Lupardus Nima Gupta Julia Hui Lars Kongshem INTERVIEWS
- 8. ELECTRONICS P&A B&I GIFT CARDS FASHION COLLECTIBLES & ART H&G L&M SELLER C2C SELLER B2C GMV GOAL OBJECTIVES Trust Sales Acquisition Retention Acquisition Trust Overcome bias Acquisition Retention Acquisition Retention Retention Reactivation Retention Overcome Bias Retention Churn Churn Retention Sales Retention TOP CATEGORIES Smart home Video games Virtual reality Cell phones & access. Laptops TVs Exterior / Interior / Lighting Suspension / Wheel / Tire Healthcare MRO Heavy Equipment 1P for students & SMB Shoes Watches Apparel Beauty Bullion Coins Sports Memorabilia Comics Toys Home Outdoor Home indoor Sporting goods Music & Gear Toys First Time Listers Occasional Regulars Entrepreneurs Merchants PERSONAS Kevin John Kevin John Sebastian Ashley Jenny Ashley Kevin John John Jenny Kevin John Ashley John Ashley John Steve Sebastian Lola CONTENT NEEDS Video (Youtube & onsite) Trends Guides / Influencers Content Partners Videos (DIY, Upskill) Social Guides / Influencers Blog Community Video Print Whitepapers Infographics Social Guides Editorial Bus Hub Video (Youtube) Trends Influencers Blog Guides Partnerships (Arch Digest) Video Collections Guides / Influencers Blogs Collections Interviews Seller & Artist stories Guides / Influencers Videos Influencers Videos Blogs Guides Infographics KPIS iGMB,, Traffic, Impressions, CTR GMV, Listings, Traffic, Awareness 1.5% 12% 4% 10% 3.5% 4% -5% 4% TBD NA PRIORITIES
- 9. • Sites need to be moved to a stable platform because today they run on unsupported and un-secure servers. • Caching and image optimization are needed to improve the mobile site performance. INFRASTRUCTURE • Authors need to incorporate the guidelines published by the SEO team in order to ensure there are no penalties. • A clean up effort is needed for the 8K images on the motors blog. SEO GUIDELINES • Content should be integrated with the core eBay site and published to multiple channels to increase visibility. • Fashions blogs need to move to the main eBay domain to take full advantage of the domain name weight. EXPOSURE 5 ebay.com/motors/blog stylestories.ebay.com Total Pages 11062 1525 Est. Articles 3000 800 404s 0 5 503s 0 610 Page Title Duplicates N/A 17 Avg Word Count 845 671 Missing Metadata Desc. 0% 12% Desc. <70 characters 2% 95% Duplicate Keywords N/A 48% Level 4 or higher 83% 61% Total Sessions 5.3M 2M % New 82% 89% Avg. Bounce rate 89% 88% % Mobile OS 37% 90% Avg. Session Time 1:46 1:30 Avg. Views Per Session 1.21 1.24 Avg. Content Lifespan 1-2 weeks 1-2 weeks Page Load Time 11.65s 11.53s Total Images 7838 1061 Missing Alt Text N/A 43% Total Videos 153 0 SEO CRAWL: BLOGS
- 10. There was a major loss in traffic in early 2016 due to the directory being dropped in Google’s Phantom 3 Quality Update. Additional analysis is needed to determine how to stop penalizing our paid for content. SEO VISIBILITY • Additional analysis is needed to investigate a restructuring of the GDS directory to prevent further penalization of the Influencer Guides. • Improved placement onsite is necessary to drive organic traffic and meet 2017 goals for GMB and NORBs. SEO GUIDELINES • Influencers should start incorporating the SEO keyword planning and guidelines in order to increase coverage and rankings. • Canonical tags need to be implemented to ensure that Google doesn’t index a second page for the same content and credit is given to the canonical URL. 6 SEO CRAWL: GUIDES
- 11. 13 INTERNAL & EXTERNAL GROUPS • NA Creative • NA Marketing • Seller Marketing • Global Growth • Product • SEO • CRM • Comms (IR/PR) • Influencers • Brand • BizOps • GCX • HR • Agencies • User Generated 11 DISTRIBUTION CHANNELS • eBay.com • App • Email • Social • Display Ads • Influencers • SEM • Press Release • Print • TV • Radio / Podcasts DATA & ANALYTICS Shared KPIs: • Traffic • Engagement • Interactions • GMV/GMB • NORBs • Google Analytics • CMS Analytics • Social Platforms 4+ Dashboards (eWA, M1, NOUS & Tableau) 15+ internal/external groups create content for NA Marketing CONTENT TYPES & FORMATS 100M Collections 500KGuides 2K Marketing Emails 15M Product & Community 520 Trends 20K Blog posts 12K Social Posts 14K Images 265 TV / Video 120 Audio / Webinars Multiple technology platforms/systems are used across teams The vast majority of our content is distributed across 2 channels With the data tracked and reported separately 115M+ PAGES OF PUBLISHED CONTENT IN CIRCULATION TECHNOLOGY Spotlight 4 Blog CMSs Guides & 20+ Social Platforms Keyword Tool 4+ Email Mgmt. Systems Collections Editor 3 Publishing Tools & Cerebrum
- 12. PRODUCT PGs/ASSETS IMAGES TV / VIDEO TRENDING COLLECTIONS GUIDES BLOGS AUDIO / WEBINARS EMAIL SOCIAL & LISTENING 23 Retail Moments 2.6K HPBB 2.7K Banners 560 ROW 430 MRTMs 10M (RPP, BHP, Browse, etc.) 120 GIF 1K Photoshoot 1K Stock 15 Influencers 90 Social clips 45 Agency videos 35 Seller videos 60 GCX internal & how-to videos 7 TV Daily 1.4K Curated 600 Influencers 90-100M User generated 6K Influencers 5K User generated 50 Editorial 20 Seller 350 Motors 350 Fashion 200 News 100 Seller 30 Tech 100 Radio 15 Spotify / Pandora 11 Webinars 70 Site 2K GCX 31 Triggered 17 B2C / C2C 10 Digest 8 Other 2 Trending 1 Daily Deals 2.7K FB 2.4K Emerging 750 Pinterest 2K Twitter 200 LinkedIn Ad-hoc Listening NA Creative Seller Marketing GG/Social GG/Influencers GG/CRM Product SEO Comms (IR/PR) Brand, HR, GCX, Ops Agencies User Generated High Med Low 7 NA MARKETING IS LEADING THE WAY IN CONTENT CREATION
- 13. 15+ groups create content for NA Marketing NA Marketing is leading the way in content creation BUDGET & PRODUCT LIMITATIONS HINDERS VIDEO CONTENT. PRODUCT PGs/ASSETS IMAGES TV / VIDEO TRENDING COLLECTIONS GUIDES BLOGS AUDIO / WEBINARS EMAIL SOCIAL & LISTENING 23 Retail Moments 2.6K HPBB 2.7K Banners 560 ROW 430 MRTMs 10M (RPP, BHP, Browse, etc.) 120 GIF 1K Photoshoot 1K Stock 15 Influencers 90 Social clips 45 Agency videos 35 Seller videos 60 GCX internal & how-to videos 7 TV Daily 1.4K Curated 600 Influencers 90-100M User generated 6K Influencers 5K User generated 50 Editorial 20 Seller 350 Motors 350 Fashion 200 News 100 Seller 30 Tech 100 Radio 15 Spotify / Pandora 11 Webinars 70 Site 2K GCX 31 Triggered 17 B2C / C2C 10 Digest 8 Other 2 Trending 1 Daily Deals 2.7K FB 2.4K Emerging 750 Pinterest 2K Twitter 200 LinkedIn Ad-hoc Listening NA Creative Seller Marketing GG/Social GG/Influencers GG/CRM Product SEO Comms (IR/PR) Brand, HR, GCX, Ops Agencies User Generated High Med Low 7
- 14. 15+ groups create content for NA Marketing NA Marketing is leading the way in content creation Budget and product limitations hinder video production across teams. MULTIPLE TEAMS CONDUCTING PHOTO SHOOTS LIMIT OPERATIONAL EFFICIENCIES. PRODUCT PGs/ASSETS IMAGES TV / VIDEO TRENDING COLLECTIONS GUIDES BLOGS AUDIO / WEBINARS EMAIL SOCIAL & LISTENING 23 Retail Moments 2.6K HPBB 2.7K Banners 560 ROW 430 MRTMs 10M (RPP, BHP, Browse, etc.) 120 GIF 1K Photoshoot 1K Stock 15 Influencers 90 Social clips 45 Agency videos 35 Seller videos 60 GCX internal & how-to videos 7 TV Daily 1.4K Curated 600 Influencers 90-100M User generated 6K Influencers 5K User generated 50 Editorial 20 Seller 350 Motors 350 Fashion 200 News 100 Seller 30 Tech 100 Radio 15 Spotify / Pandora 11 Webinars 70 Site 2K GCX 31 Triggered 17 B2C / C2C 10 Digest 8 Other 2 Trending 1 Daily Deals 2.7K FB 2.4K Emerging 750 Pinterest 2K Twitter 200 LinkedIn Ad-hoc Listening NA Creative Seller Marketing GG/Social GG/Influencers GG/CRM Product SEO Comms (IR/PR) Brand, HR, GCX, Ops Agencies User Generated High Med Low 7
- 15. 15+ groups create content for NA Marketing NA Marketing is leading the way in content creation Budget and product limitations hinder video production across teams. Multiple teams conducting photo shoots limit operational efficiencies. WE DO A LOT OF TALKING WITH LITTLE LISTENING. PRODUCT PGs/ASSETS IMAGES TV / VIDEO TRENDING COLLECTIONS GUIDES BLOGS AUDIO / WEBINARS EMAIL SOCIAL & LISTENING 23 Retail Moments 2.6K HPBB 2.7K Banners 560 ROW 430 MRTMs 10M (RPP, BHP, Browse, etc.) 120 GIF 1K Photoshoot 1K Stock 15 Influencers 90 Social clips 45 Agency videos 35 Seller videos 60 GCX internal & how-to videos 7 TV Daily 1.4K Curated 600 Influencers 90-100M User generated 6K Influencers 5K User generated 50 Editorial 20 Seller 350 Motors 350 Fashion 200 News 100 Seller 30 Tech 100 Radio 15 Spotify / Pandora 11 Webinars 70 Site 2K GCX 31 Triggered 17 B2C / C2C 10 Digest 8 Other 2 Trending 1 Daily Deals 2.7K FB 2.4K Emerging 750 Pinterest 2K Twitter 200 LinkedIn Ad-hoc Listening NA Creative Seller Marketing GG/Social GG/Influencers GG/CRM Product SEO Comms (IR/PR) Brand, HR, GCX, Ops Agencies User Generated High Med Low 7
- 16. High Med Low 8 THE MAJORITY OF OUR CONTENT TYPES ARE DISTRIBUTED ACROSS 2 CHANNELS. PRODUCT PGs/ASSETS TV / VIDEO TRENDING COLLECTIONS GUIDES BLOGS AUDIO / WEBINARS EMAIL 23 Retail Moments 2.6K HPBB 560 ROW 2.7K Banners 430 MRTMs 10M (RPP, BHP, Browse, etc.) 15 Influencers 90 Social clips 45 Agency videos 35 Seller videos 60 GCX internal & how-to videos 7 TV Daily 1.4K Curated 600 Influencers 90-100M User generated 6K Influencers 5K User generated 50 Editorial 20 Seller 350 Motors 350 Fashion 200 News 100 Seller 30 Tech 100 Radio 15 Spotify / Pandora 11 Webinars 70 Site 2K GCX 31 Triggers 17 B2C / C2C 10 Digest 8 Other 2 Trending eBay.com App Email Social Influencers Display SEO SEM Press Release TV Radio / Podcasts Webinar
- 17. PRODUCT PGs/ASSETS TV / VIDEO TRENDING COLLECTIONS GUIDES BLOGS AUDIO / WEBINARS EMAIL 23 Retail Moments 2.6K HPBB 560 ROW 2.7K Banners 430 MRTMs 10M (RPP, BHP, Browse, etc.) 15 Influencers 90 Social clips 45 Agency videos 35 Seller videos 60 GCX internal & how-to videos 7 TV Daily 1.4K Curated 600 Influencers 90-100M User generated 6K Influencers 5K User generated 50 Editorial 20 Seller 350 Motors 350 Fashion 200 News 100 Seller 30 Tech 100 Radio 15 Spotify / Pandora 11 Webinars 70 Site 2K GCX 31 Triggers 17 B2C / C2C 10 Digest 8 Other 2 Trending eBay.com App Email Social Influencers Display SEO SEM Press Release TV Radio / Podcasts Webinar High Med Low 8 The vast majority of our content is distributed across 2 channels. It’s mostly distributed onsite or on the app. THERE IS A GAP IN OFFSITE DISTRIBUTION FOR INSPIRATIONAL CONTENT.
- 18. PERSONAS & CONTENT GAPS
- 19. “eBay is my go-to.” “My passions are my life.” “Style is my expression.” “Family is my number one.” WHAT WHY BEHAVIOR Selection, value, ease of shopping, DIY, and loyalty rewards New products, performance + looks, selection, and value Value, trends, brands, image, and celebrity endorsements Value, trends, brands, honest reviews, loyalty rewards and image Family man, enthusiast, fixer, experienced bidder, sells what he no longer needs Risk-taker, showstopper, DIY, and advisor/connector Drowsy browser, fashionista, influencer to her friends, and socially minded Family oriented, researches products, loves to share her experience, and seasonal shopper ASHLEY (w/ kids) JENNY (mid 30s) KEVIN (mid 30s) JOHN (mid 40s) RETENTION ACQUISITION ACQUISITION REACTIVATE BUYER PERSONAS 19
- 20. ASHLEY (w/ kids) JOHN (mid 40s) C2C First Time Lister C2C Occasional Seller C2C Regular Seller B2C Small Merchant B2C Large Merchant WHY WHAT RETENTION ACQUISITION Wants: To save for her grandkids Feels: Dumbfounded Passed by Curious Hates: Being overwhelmed Knows: Where to sell, but not how Fears: Knowing where to begin Martha FIRST TIME LISTER STEVE (late 20s) SEBASTIAN (mid 40s) RETENTION RETENTION LOLA (mid 30s) ACQUISITION NEEDS Declutter the house or life/seasonal change, earning a bit of extra cash Recover some of the value of previous purchases to put towards new purchases, get rid of unused items Make the most money possible, clear out items he no longer needs but values Being his own boss to spend time w/ family and growing his business Grow the business and increase brand presence Ease and convenience, no shipping or fees hassle, cash in hand, sure to sell No shipping or returns hassle, quick cash, control over process, & connection to other enthusiasts Best value for fees, quick sales, paid safely, staying informed, and incentives Staying informed of shipping rates, tax rules and inventory, more seller friendly policies and proactive buyer fraud id Easy inventory upload, multichannel inventory mgmt., and business onboarding 20 SELLER PERSONAS
- 21. CONTENT GAPS VIDEO More snackable videos on/offsite including seller tutorials, expert interviews, product releases, DIY, etc. AUTHORATATIVE GUIDES Fewer, more authoritative guides including checklists, how-to, skills, and gear care/repair. STORY DRIVEN CONTENT Shareable, story driven content that differentiates and builds trust including seller stories, peer testimonials, and editorial. CONTENT DRIVEN UX Contextual content fused with UX for upcoming product launches, i.e. guided listing, onboarding SOCIAL MODERATION Listening to our audience and responding to their needs in the channels where they spend time. COMMUNITY CONNECTION Connection to the enthusiast communities for our hobbyists, i.e. reignite the garage and extend to other interests SHOPPABLE CONTENT Better curated content and merchandise that is aligned to top interests and trends. AUDIENCE, MESSAGING More visually engaging and relational content written specifically for our target audience. 21
- 22. ASHLEY JENNY KEVIN JOHN RETENTION ACQUISITION ACQUISITION REACTIVATE • Celebrity Advice • Home Décor Editorial • Search Discoverability • Onsite Findability • Seller Stories & Videos • Brand/Value Messaging • Onsite Findability • Seller Stories & Videos • E-mail & Social Distribution • Social Listening • UGC/Expert Videos & Advice • Fashion & Tech Editorial • Search Discoverability • Updated Expert Guides • Onsite Findability • Shared Advice, Stories, and How-to Related to Purchase • Social Engagement with Experts & Enthusiasts • Personalized Advice • Expert Advice/DIY • Videos & Stories • Onsite Findability • Community Connection • TV & Radio • Lifestyle Content • Seasonal Comms. • Search Discoverability • Onsite Findability • Seller Stories & Videos • Emailed Advice, Stories, and How-to Related to Purchase • Bucks Program Incentive • Onsite Findability • Social Listening RETENTION / LOYALTY BUYING / USE CONSIDERATION / SELECTION AWARENESS 22 BUYER CONTENT GAPS
- 23. ASHLEY JOHN RETENTION ACQUISITION STEVE SEBASTIAN RETENTION RETENTION LOLA ACQUISITION Wants: To save for her grandkids Feels: Dumbfounded Passed by Curious Hates: Being overwhelmed Knows: Where to sell, but not how Fears: Knowing where to begin Martha FIRST TIME LISTER Seasonal/Life Stage Content Listing Suggestions Content for Guided Listing & Gamification IMPROVE SALES BEGIN SELLING GETTING STARTED WHY EBAY? Updated Guides Content for Gamification Listing Suggestions Updated Guides Content for Gamification Listing Suggestions Video Series “Selling U” Weekly Trends & Insights Personalized Emails Seller Stories & Testimonials Content for Onboarding “eBay Way” Suggestions & Best Practices Inventory Insights EXPAND SALES Video Tutorials Emails w/ Tips, News, Events, Community Podcasts & Videos for Small Merchants Proactive Updates Personalized Recs for Expanding, i.e. Intl Mkts Buyer Side Content Seller Stories & Testimonials 3rd Party Promotion Social, Entrepreneur, & Incubator Advice Video Tutorials Emails w/ Tips, News, Events, Community 23 SELLER CONTENT GAPS
- 24. BUYER | RETENTION CONTENT GAPS: Goal: I want to buy a product related to my hobby. Motivators: Selection, value, ease of shopping, DIY, and loyalty rewards Behaviors: Family man, enthusiast, fixer, experienced bidder, sells what he no longer needs Barriers: Not my eBay anymore, customer support, fewer rewards, loss in community, trust, and free shipping Consumes content through mostly network TV, radio, e-mail, blogs/online publications with some social media. Mid 40s Male Florida HH w/ Kids Sales Associate | $50-100K ($3K GMB) “eBay is my go-to.” Shops: Motors/P&A (90%), Collectibles & Memorabilia, Electronics, Home & Garden, Watches & Shoes, and Deals Types: Branded New, Used, or Refurbished Purchases on: eBay App John RETENTION & LOYALTY BUYING / USE 24 • Social Listening • Related and cross-vertical content onsite or pushed based on purchased/viewed items including UGC, stories and expert opinion • Connection to other enthusiasts, i.e. Garage, online communities, local events • Increased presence on TV and radio • Rewards & Incentives encouraging next purchase • Destination to aggregate interest-based content that can be easily referenced (DIY, expert advice, videos, stories) • Reinforced trust and eBay support in content messaging Where he shops & brands he buys: • Destination to aggregate interest-based content that can be easily referenced and distributed on/offsite (DIY, expert advice, videos) • Connection to other enthusiasts and experts CONSIDERATION / SELECTION
- 25. BUYER | ACQUISITION CONTENT GAPS: Goal: I want to buy a new product to try it out. Motivators: New products, performance + looks, selection, and value Behaviors: Risk-taker, showstopper, DIY, and advisor/connector Barriers: Trust, customer support, fewer deals than competitors, and authenticity of items Consumes content through mostly search, social media, online publications, blogs, streaming music/TV and email. • Snackable UGC and expert videos covering topics such as new product releases, deep dive DIYs, top fan collections / configurations. • Editorial content in Men’s Fashion and Tech interest areas. • Increase visibility of published content through SEO/SEM and in social media. • Social engagement with experts and other enthusiasts • Authoritative content in category, i.e. Car of the Year Mid 30s Male Georgia HH – No Kids General Mgmt. | $40-70K “My passions are my life.” Shops: P&A, Watches, Sneakers, Apparel, Sport Goods & Memorabilia, Gaming/VR, and Guitars Types: Branded New Purchases on: Smartphone and Tablet • Personalized content emailed and shared related to my purchase to increase excitement and support/equip as needed including expert advice, local/online events, buyer stories, collections, and editorial content • Embedded expert advice to support decision including checklists, skills & knowledge, how to choose, or gear care and repair (tips, hacks, etc.). Kevin CONSIDERATION / SELECTION AWARENESS RETENTION & LOYALTY BUYING / USE 25 Where he shops & brands he buys:
- 26. Goal: I want to buy a product for myself or for my home. Motivators: Value, trends, brands, image, and celebrity endorsements Behaviors: Drowsy browser, fashionista, influencer to her friends, and socially minded Barriers: Not aware of new items and top brands, garage sale association and seller oversight Consumes content through mostly social media, search, online/print publications, e-mail, and streaming TV/Music. Mid 30s Female California Single – No Kids Business Professional | $70K “Style is self expression.” Shops: Shoes, Apparel, and Handbags, Home Décor, Electronics, and Gift Cards Types: Branded New & Used Luxury Purchases on: Smartphone and Laptop Jenny CONSIDERATION / SELECTION AWARENESS RETENTION & LOYALTY BUYING / USE 26 • More online celebrity influencers that can reposition eBay and give their expert advice using videos, interviews, guides and collections. • Editorial content including trends, editor picks, and cultural moments related to home décor and other interest areas. • Increased visibility of published content through SEO/SEM. • More targeted Guides, Collections and Articles in email and onsite. • Added encouragement for her to share her experience, i.e. coupon incentive. • Social listening to understand how we are doing and incorporate feedback into content messaging, merchandising, etc. • Personalized communications, i.e. send her a note with her purchase. • Raise awareness of related eBay social initiatives when she donates at checkout. • Destination to aggregate and distribute trending and interest-based content (collections, stories, interviews, expert advice, and videos), brands and merchandise blending signature pieces with everyday items. • More seller stories and videos to help her overcome current barriers and humanize the shopping experience. Where she shops & brands she buys: BUYER | ACQUISITION CONTENT GAPS:
- 27. BUYER | REACTIVATION Goal: I want to buy a product for myself or my family. Motivators: Value, trends, brands, honest reviews, loyalty rewards and image Behaviors: Family oriented, researches products, loves to share her experience, and seasonal shopper Barriers: Not aware of new items, free shipping, or easy returns Consumes content through mostly search, social media, network TV, podcasts, eBooks, mobile games and print. • More partnerships with bloggers and social influencers that can reposition eBay using videos, interviews, guides and collections and promoted during seasonal occasions. • More lifestyle and culturally relevant content beyond fashion,i.e. home decor, kids • Reviews from other buyers in social channels. • Messaging focused on the value and top brands for less. • Increased visibility of published content through SEO/SEM. • Added encouragement to refer friends and share experience • Social listening to understand how we are doing and incorporate feedback into content messaging, merchandising, etc. Mom w/ Young Kids Texas HH w/ Kids Nurse | $50-80K “Family is my number one.” Shops: Kids/Women’s Apparel, Beauty, Handbags, Shoes, Home Decor, Small Appliances, and Toys Types: Branded New & Used Purchases: In store, Smartphone, Desktop • Personalized content emailed and shared related to purchase to increase excitement and support/equip as needed including expert advice, local/online events, buyer stories, collections, and editorial content • Curated Merchandising, i.e. Editor's Picks • Interest-based hubs aggregating content (collections, stories, interviews, expert advice, and videos), brands and merchandise. Ashley CONSIDERATION / SELECTION AWARENESS RETENTION & LOYALTY BUYING / USE 27 Where she shops & brands she buys: CONTENT GAPS:
- 28. IMPROVE, SCALE & EXPAND BEGIN SELLING GETTING STARTED Goal: I want to sell the stuff my family no longer needs. Motivators: Selling as a way to declutter the house or life/seasonal change, while also earning a bit of extra cash Needs: Ease and convenience, no shipping or fees hassle, cash in hand, sure to sell Barriers: No time to package and ship, fears she might be wasting her time Consumes content through mostly search, social media, network TV, podcasts, eBooks, mobile games and print • More featured seller ads, guides, and videos onsite (buyer pages) and in social channels • Video stories and testimonials on how easy it is to sell and the joy it brings • Increased visibility of published content through SEO/SEM • Inspiration and education with more seller testimonials and videos • Steady stream of suggestions on what to sell based on trends, previously purchased items, etc. • More advice on how to make the returns and shipping process easier C2C FIRST TIME SELLER | ACQUISITION Mom w/ Young Kids Texas HH w/ kids <$500 GMV Sells: Low value clothes and kids items, medium to high value homewares and electronics Condition: Used Branded Lists on: ebay.com • Guided listing experience with tips and tricks on product photos, title, descriptions and pricing • Make listing fun and social, i.e. gamification • Prompts on opportunities to sell based on key life stages / seasonal occasions • Tailored suggestions on what to sell and that convey ease of selling with service options (Valet, Shyp, etc.) • Visibility into how much items are currently selling for and how quickly they sell out WHY EBAY? Ashley 28 Avg ASP: ~$10-75 CONTENT GAPS:
- 29. SCALE & EXPAND Goal: I want to sell the products I bought and didn’t end up liking. Motivators: Recover some of the value of previous purchases to put towards new purchases, get rid of unused items Needs: Shipping / returns hassle, quick cash, control over process, rewards / recognition, and connection to other enthusiasts Barriers: Finds it to be a hassle, had a bad seller experience Consumes content through mostly blogs, network TV, and radio with some social media and e-mail. Older Male Florida HH w/ Kids <$1K GMV (1-24X per 12 mo.) Sells: Medium to high value electronics, collectibles, memorabilia, homewares and apparel Condition: Used Branded Lists on: eBay App or Desktop IMPROVE SALES John 29 • Identify potential to progress to a regular seller and share tips, tools and video tutorials on how to grow (i.e. sourcing inventory) • Send weekly/monthly emails sharing things to know, news, events and enthusiast community connection points to increase engagement • Up-to-date guides, blog articles, and seller ads on what’s selling and tips for success conveying ease of selling across all channels (primarily onsite/app then email, social, radio / TV) • Make listing fun and social, i.e. gamification • Highlighted options for selling (i.e. Valet) and new features (i.e. Shyp, shipping services) that address barriers Avg ASP: ~$60-100 C2C OCCASSIONAL SELLER | RETENTION CONTENT GAPS:
- 30. SCALE & EXPAND Goal: I want to get the most value for what I sell. Motivators: Make the most money possible, clear out items he no longer needs but values highly Needs: Best value for fees, quick sales, site help with problems, paid safely, staying informed, and incentives Barriers: Trust, safety (buyers/payments), cost of fees, shipping and returns hassle, reliable income, delays in selling Consumes content through mostly e-mail, search, social media, blogs, and streaming TV/Radio. Younger Male TBD HH – No Kids <$10K GMV (25-100X per 12 mo.) Sells: Small electronics and fashion at medium to high prices Condition: Used Branded Lists on: Desktop or Listing Tools IMPROVE SALES Steve 30 • Identify potential for progression to a B2C low volume business or hobby tier and provide video tutorials on tools to grow (i.e. ways to source inventory) • Send weekly/monthly emails sharing tips, tools, things to know, news, events and seller community connection points to increase engagement • Up-to-date guides, blog articles, tools and insights on what’s selling and for how much, inventory mgmt. solutions, and other efficiencies • Make listing fun and social, i.e. gamification • Emphasized eBay as a Partner in messaging Avg ASP: ~$50-75 C2C REGULAR SELLER | RETENTION CONTENT GAPS:
- 31. Goal: I want to spend less time dealing with issues and more time selling. Motivators: Being his own boss to spend time w/ family and growing his business Needs: Staying informed of shipping rates, tax rules and inventory., more seller friendly policies and proactive buyer fraud id Barriers: eBay fees, shipping issues, returns, viewing eBay as a partner, no long term business strategy and no employees Consumes content through mostly blogs, podcasts, videos, e-mail search and some social media. • Short and long-form videos on core selling topics, i.e. “eBay Seller University” promoted in the Seller Center and offsite through email and social media • Publish weekly trends and insights on the blog for things to sell and stock up on • More tailored communications for smaller merchants that are highly visual Older Male Washington HH w/ kids <$500K GMV Sells: Cameras and Video Security Systems Types: Branded New Lists on: eBay Tool Account: Unmanaged • More motivational and educational content including podcasts and videos on overcoming key barriers, i.e. how to develop a winning strategy and scale/expand with limited resources • Proactive updates and alerts on changes to policies, fraud identification, etc. and show how eBay supports its sellers when they need it Sebastian SCALE & EXPAND IMPROVE SALES 31 B2C SMALLER MERCHANTS | RETENTION CONTENT GAPS:
- 32. IMPROVE, SCALE & EXPAND BEGIN SELLING GETTING STARTED Goal: I want to grow my business and brand. Motivators: Grow the business and increase brand presence Needs: Easy inventory upload, multichannel inventory mgmt., and business onboarding Barriers: Outdated perception, clunky platform, rules & policy changes, fee structure, and learning how to surface Consumes content through mostly social media, blogs, search, email, network TV, podcasts, and print/magazines. Mid 30s Female California HH – w/ Kids >$1M GMV ($5-8M overall) Sells: Fast fashion women’s shoes and apparel Types: Branded New Lists on: 3rd Party Tool WHY EBAY? Lola Needs: To do it on her time frame Wants: To save for her grandkids Feels: Dumbfounded Passed by Curious Hates: Being overwhelmed Fears: Knowing where to begin • More content that speaks to the customer / market access eBay offers as well as an easy channel to boosts sales and increase brand presence • Increased promotion via 3rd party partner channels, social influencers in category, incubators, and well-known entrepreneurs • Proactively monitor sales and reach out with sales suggestions and best practices in the first 6 months to reduce churn (i.e. how to use promotions, etc.) • Share a steady stream inventory insights and advice on new opportunities to expand (e.g. international markets) • Onboarding content that instructs on the “eBay way” linking the value to the fees and policies • Always include support options in communications • Personalized pushes highlighting proof points and key partnerships (e.g. phone call, email) • More featured video stories and testimonials by peers already on eBay 32 C2C SELLER PERSONAS & CONTENT GAPS | B2C LARGE MERCHANTS | RETENTION CONTENT GAPS:
- 33. Millennial | Kevin CUSTOMER GOAL Millennial | Kevin CUSTOMER ACTIONS Millennial | Kevin CUSTOMER THOUGHTS & ACTIONS Millennial | Kevin CHANNELS Millennial | Kevin CONTENT EXPERIENCES Millennial | Kevin CONTENT TOPICS, TYPES AND FORMATS Millennial | Kevin CONTENT MESSAGES Millennial | Kevin TOP CONTENT GAPS Powered by Smaply Kevin's Buyer Journey JOURNEY MAP eBay Content Strategy PROJECT 01 February 2017 EXPORT DATE Awareness (Inspired) Consideration / Selection (In… Buying / Use (Trusting, Resol… Customer Retention & Loyalt… After seeing a newly released product or hobby related product in a social post / product ad / PP or Influencer review, clicks the link or searches for it directly on Google, finds an eBay listing / article / guide / collection, and clicks through to the site. Reads a guide / views a collection / watches a video and clicks a product link to view the details Decides on which to buy, adds to cart and makes shipment / payment selections Receives personalized offers and content related to purchase and cross vertical recommendations. I want to buy a new product to try it out. After seeing a newly released product or hobby related product in a social post / product ad / PP or Influencer review, clicks the link or searches for it directly on Google, finds an eBay listing / article / guide / collection, and clicks through to the site. Reads a guide / views a collection / watches a video and clicks a product link to view the details OR Views the browse page, scans product listings and wants to learn more about how to use it or determining which to buy. Checks the buying and shipping options and reads the products details. Decides on which to buy, adds to cart and makes shipment / payment selections Receives order / shipping confirmations. Receives product. Installs / uses product (References how to install if needed). Returns / exchanges as needed. Receives personalized offers and content related to purchase and cross vertical recommendations. Shows friends / community and advises them on what to buy. Shares experience on Social media and forums. Begins shopping for the next item. This new product looks awesome. I want to learn more. What are the experts saying? Would it look good? Do I have the skills and tools to install it myself if needed? What are the benefits? Am I sure this is the right product to buy? How quickly can I get it? Is there free shipping? Are there any better offers? I'm excited about my new purchase - can't wait for it to arrive. What is the status of my order? I am happy/unhappy with the product once it arrives. How do I install it again? I need to return it. What's the policy again? The product is exactly what I wanted. Excited to show my friends and community. They are gonna want one too. I'd like to get a related or new product. Web / App Social Display / Native SEM / SEO Email Blog Influencers / PP Traditional (TV/Radio) In Person Customer Service New products releases / deep dive DIY related to interest area with expert reviews from "super fans" community, influencers and experts. Gives details on the story of the product or designer. Modular content optimized for mobile (not just app). Answers the I-Want-to-Know moment by providing snackable and informative in- context content related to interest area. Modular content optimized for mobile (not just app). Seamless experience for purchasing and answering key questions / addressing barriers along the way. Real-time, brief updates. Anticipates and answers the I-Want-to- Do moments post purchase with informative content. Modular content optimized for mobile (not just app). Encourages and welcomes feedback on/offsite. Personalizes content and offers to fuel interest in hobby based on previous intent / purchases. Comes to life with stories, expert opinion, community connection to other enthusiasts, and UGC. Keeps eBay top of mind. Modular content optimized for mobile (not just app). SEM/SEO for New Releases and DIY Interest Areas Editorial Content, Spotlights and Interviews in Motors, Men's Fashion and Tech Community Forum/Connection - Collections, Discussions, Opinions Browse & Product Details Reviews & Product Q&A Interest-based Videos and Content, i.e checklists, skills & knowledge, how to choose, or gear care and repair (tips, hacks, etc.). Product Details Product Imagery & Videos Order Details / Status Related How-tos / DIY Ratings & Reviews Social Sharing Community Forum/Connection Experiential Events New Releases Updates Interest Based Products & Content Authority / Expertise Vibrant Community Deals Trust Free Shipping Deals Thorough & Helpful Customer Support Free Shipping Thorough & Helpful Customer Support Authority / Expertise Vibrant Community Snackable UGC and expert videos covering topics such as new product releases, deep dive DIYs, top fan collections / configurations. Editorial content in Men’s Fashion and Tech interest areas. Increase visibility of published content through SEO/SEM and in social media. Embedded expert advice and videos to support decision including checklists, skills & knowledge, how to choose, or gear care and repair (tips, hacks, etc.). Personalized content emailed and shared related to my purchase to increase excitement and support/equip as needed including expert advice, local/online events, buyer stories, collections, and editorial content. Social engagement with experts and other enthusiasts Authoritative content in category, i.e. Car of the Year Millennial | Kevin PERSONA eBay Content Strategy PROJECT 01 February 2017 EXPORT DATE MIL Mid 30s male Millennial | Kevin General Management Georgia, USA Household no kids Passions are my life. Taking risks, having new adventures and getting excited about his hobbies is a large part of who he is. He tries to stay up-to-date on new releases surrounding his hobby and prides himself on being an expert at it. Having the right gear and tools to pursue his hobby is important. He wants to do things himself and revels in the sense of accomplishment that he gets from it. Acquisition ▸ Car Parts & Accessories ▸ Sneakers ▸ Watches ▸ Men's Apparel ▸ Sports (Goods & Memorabilia) ▸ Video Games, Consoles, Virtual Reality ▸ Guitars INITIALS AGE GENDER NAME OCCUPATION NATIONALITY MARITAL STATUS QUOTE DESCRIPTION GOAL CATEGORY ALIGNMENT ADDITIONAL RESOURCES 33 Mom Buyer & C2C First TIme Seller | Ashley CUSTOMER GOAL Mom Buyer & C2C First TIme Seller | Ashley CUSTOMER ACTIONS Mom Buyer & C2C First TIme Seller | Ashley CUSTOMER THOUGHTS & EMOTIONS Mom Buyer & C2C First TIme Seller | Ashley CHANNELS Mom Buyer & C2C First TIme Seller | Ashley CONTENT EXPERIENCES Mom Buyer & C2C First TIme Seller | Ashley CONTENT TOPICS, TYPES & FORMATS Mom Buyer & C2C First TIme Seller | Ashley CONTENT MESSAGES Mom Buyer & C2C First TIme Seller | Ashley TOP CONTENT GAPS Powered by Smaply Ashley's Buyer Journey JOURNEY MAP eBay Content Strategy PROJECT 01 February 2017 EXPORT DATE Awareness (Inspired) Consideration / Selection (In… Buying / Use (Trusting / Reso… Customer Retention & Loyalt… Checking email or browsing online from her phone sees a display ad / curated list / recommended product and clicks through to the site. Compares price, sellers, shipment and payment options, return policy, product condition, etc. Comes back to eBay, adds to cart / makes offer, and makes shipment / payment selections Shows friends / shares experience. I want to buy a product for myself or my family. Checking email or browsing online from her phone sees a display ad / curated list / recommended product and clicks through to the site. Views the product details and then shops around for the same product. Reads comments and ratings for the product. Discusses product to friends/family member. Compares price, sellers, shipment and payment options, return policy, product condition, etc. Reviews email and online offers. Comes back to eBay, adds to cart / makes offer, and makes shipment / payment selections Receives order confirmation. Receives shipping confirmation. Waits for product to arrive. Receives / uses product. Returns / exchanges as needed. Shows friends / shares experience. Receives personalized offers and content related to purchase and cross vertical recommendations. Begins shopping for the next item. It's a new season/life stage, what new products do I need? What product / brand is most popular right now? What are the benefits? Where have I seen it before? What are the alternatives? What is the best way to get this product (online or offline)? Which retailer gives me the best value? Will this product offer everything I need? Is it safe for my kids? What are friends/experts saying about it? Am I sure this is the product I want to buy? Should I have to pay extra for shipping? Are there faster shipment options? Is this seller legit? I'm excited about my new purchase - can't wait for it to arrive. Are there any better offers? Product seem right and it looks awesome, but what if I need to return it. I am happy/unhappy with the product once it arrives. The product is exactly what I wanted. Excited to share with my friends. The product was returned. Next time I'll check the product details more closely. I'd like to get a related or new product right away or wait for the next season. Web / App Social Display / Native SEM / SEO Email Blog Influencers / PP Traditional (TV/Radio) In person Customer support Highly visual and story-driven content authored by key influencers and experts. Reviews and Ratings from buyers shared socially. Seasonal promotions focused on value and top brands for less. Lifestyle, culturally relevant and on trend. Modular content optimized for mobile (not just app). Answers the I-Want-to-Know moment with scannable, upfront content and detailed reviews. Highly visual design with imagery and videos. Highlights most important factors to allow for easy comparison. Encourages and welcomes sharing. Modular content optimized for mobile (not just app). Simplifies the checkout experience. Answers key questions with prominent placement of price, promotion, condition, seller, and return / shipping policy. Gives real-time, quick updates on order status. Modular content optimized for mobile (not just app). Encourages and welcomes feedback on/offsite. Personalizes content and offers based on purchase and related verticals. Modular content optimized for mobile (not just app). SEM/SEO for seasonal/lifestage topics and popular products/brands Reviews - Social Posts Influencer Content and Posts with Videos, Collections & Guides Lifestyle Editorial Content for Fashion, Home Decor, and Kids Trends Curated Merchandising, i.e. Editor's Picks Browse & Product Details Product Ratings & Reviews Product Banners (Popular, Top Rated, etc.) Product Comparison Product Selector Related Advice and Stories Simple, Easy to Scan Product Details Product Ratings & Reviews Product Comparison Product Selector Standardized Seller Stores, Profiles & Ratings eBay Policies Ratings & Reviews Social Sharing Personalized Digests and e-Newsletter with Recommended Related Content and Offers (Editorial, Guides, Stories, Collections, Videos) Value Top Brands for Less Seasonal / Lifestage Conversational Trustworthy Choice & Value Easy Returns Free Shipping Trustworthy Seller Helpful Easy Returns Free Shipping Personal / Conversational Value Seasonal / Lifestage More partnerships with bloggers and social influencers that can reposition eBay using videos, interviews, guides and collections and promoted during seasonal occasions. More lifestyle and culturally relevant content beyond fashion,i.e. home decor, kids Reviews from other buyers in social channels. Messaging focused on the value and top brands for less. Increased visibility of published content through SEO/SEM. Curated Merchandising, i.e. Editor's Picks Interest-based hubs aggregating content (collections, stories, interviews, expert advice, and videos), brands and merchandise. Product Content/UX Personalized content emailed and shared related to purchase to increase excitement and support/equip as needed including expert/influencer advice, local/online events, buyer stories, collections, and editorial content. Added encouragement to refer friends and share experience. Social listening to understand how we are doing and incorporate feedback into content messaging, merchandising, etc. Millennial Female | Jenny PERSONA eBay Content Strategy PROJECT 01 February 2017 EXPORT DATE MIL Mid 30s female Millennial Female | Jenny Business Professional California, USA Single - No kids To me, style is self expression. Mary is a style enthusiast. She always on the hunt for products and brands that represent her personal fashion style, don't break the bank, and help to make her house more of a home. She loves discovering new brands and new ways to wear what she already owns. She gets her inspiration, tips, and tricks from Pinterest and online personalities. Acquisition ▸ Shoes ▸ Apparel ▸ Handbags ▸ Smartphones ▸ Home Decor ▸ Gift Cards INITIALS AGE GENDER NAME OCCUPATION NATIONALITY MARITAL STATUS QUOTE DESCRIPTION GOAL CATEGORY ALIGNMENT CONTENT GAPS PERSONAS JOURNEYS https://ebay.app.box.com/files/0/f/19881455662
- 34. CONTENT STRATEGY & VISION
- 35. 35 3-YEAR PLAN TO STAND-UP CONTENT MARKETING 2019: EXPAND CAPABILITIES 2018: ACCELERATE PROGRAMS 2017: BUILD PROGRAMS 2017: ESTABLISH FOUNDATION Create purposeful content to engage new and active buyers to discover, research and shop first at eBay.
- 36. EXPAND CAPABILITIES ACCELERATE PROGRAMS BUILD PROGRAMS 2017: ESTABLISH FOUNDATION - Publish strategy and operations guidance and establish a governance model - Embed into processes and establish shared KPIs - Implement tools (Calendar & DAM) to connect and centralize content creation - Create and implement SEO best practices - Evaluate options for a global CMS and marketing platform 36 BEGIN WITH LAYING THE GROUNDWORK
- 37. EXPAND CAPABILITIES ACCELERATE PROGRAMS 2017: BUILD PROGRAMS ESTABLISH FOUNDATION - Start Social Listening Program - Evolve Trending, Collections and Blogs programs - Clean up Guides directory, migrate to new editor & evaluate current roster of Influencers and agencies - Create digital video strategy and begin production - Align content to standardized Tagging Library 37 BUILD UPON EXISTING PROGRAMS AND CREATE NEW ONES
- 38. EXPAND CAPABILITIES 2018: ACCELERATE PROGRAMS BUILD PROGRAMS ESTABLISH FOUNDATION - Expand content hub to guides and other content - Refresh guides and manually optimize for SEO - Scale digital video production - Begin connecting enthusiasts to online and in-person communities, events, and reignite the Garage - Select CMS option and provide business requirements 38 SHIFT TO ACCELERATING THE PROGRAMS
- 39. 2019: EXPAND CAPABILITIES ACCELERATE PROGRAMS BUILD PROGRAMS ESTABLISH FOUNDATION - Scale content and video production - Reduce dependency on agencies - Integrate content into eBay’s Personalized Experience and Interest Hubs - Develop “Signature” content & begin actively engaging and sponsoring local, national and online communities and events - Support CMS initiative 39 EXPAND OUR CAPABILITIES AT SCALE
- 40. 40 3-YEAR PLAN SUMMARY 2019: EXPAND CAPABILITIES 2018: ACCELERATE PROGRAMS 2017: BUILD PROGRAMS 2017: ESTABLISH FOUNDATION SUMMARY OUTCOMES* Simplified governance, standards, tools and team structure. Stabilize old platforms and create new capabilities in social listening and video. Fast-track our programs to make them more relevant and accessible. Disrupt the competition by expanding our capabilities in-house and by building scalable content. 15-20% Savings in production fees from content reuse 4.5 Hours Marketing productivity gain per week 30-60% Organic traffic from SEO 25%+ Page Views with equivalent publishing 30%+ Engagement from videos and community connection 40%+ Page Views with added publishing *Expected outcomes based on Accenture Industry Benchmarks
- 41. PROOF OF CONCEPT
- 42. PROOF OF CONCEPT: 10%+ LIFT PERSONA BASED CONTENT STRATEGY Overall strategy aligns to the millennial male TARGETED CONTENT CREATION OMNI CHANNEL CONTENT DISTRIBUTION Content is created with the buyer’s goal, interests, and journey in mind Content is published to multiple platforms - destination and promotion Social Email Blog Guide Collection RPP/ BN 9 Browse Nodes and 6 RPP 12 new blogs posts 14 new and 7 adapted guides 20 curated collections Posts via social 6 daily digest emails leveraging DMP
- 43. POC Summary STATUS CONTENT / CHANNEL DETAILS TARGET ACTUAL COMMENTS GUIDES 7 Adapted Guides 14 New Guides < 90% Bounce Rate > 30s Time on Page 68% Bounce Rate 1:35 Time on Page • High engagement overall • Adapted guides outperformed original version FASHION BLOG 6 New Posts < 80% Bounce Rate > 1:40s Time on Page <60% Bounce Rate > 2:56s Time on Page • High engagement despite significant performance issues MOTORS BLOG 6 New Posts < 80% Bounce Rate > 2:00s Time on Page <62% Bounce Rate > 2:22s Time on Page • High engagement overall • Bounce rate and views are correlated COLLECTIONS 18 New Collections >.7% CTR P1 <72% Bounce Rate .074% CTR PI N/A • More than half of collections outperformed target; particularly fashion collections FACEBOOK 1 ABC test to optimize landing page experience for motors content < 80% Bounce Rate 500K Reach <85% Bounce Rate 318K Reach • High bounce rates across versions point to a mismatch in user expectations FACEBOOK 2 ABC test to optimize landing page experience for fashion content < 80% Bounce Rate 500K Reach 60% Bounce Rate 320K Reach • Carousel layout performed best and is on par with deals ads ORGANIC TWITTER ABC test to optimize tweet creative > .33% Engagement 300K Reach .30% Engagement 1.7M Reach • Tweet engagement is consistent with BAU. • No targeting available with organic posts. PINTEREST 16 Pins to test content and creative including overlays, logo, headlines >.1% CTR < $.40 CPC 4M .83% CTR $.46 CPC 1.4M • How to and DIY posts performed best • Performance issues prevented Fashion pins and limited duration impacting CPC IMGUR Single post to test audience match > 77% Up Vote > .86% CTR 54 % Up Vote .82% CTR • Engagement rate significantly below BAU. Potential mismatch for content and audience. EMAIL 6 Digest Email sends with content placements >.66% CTOR top include Due to technical issues, only one email was sent. Tracking not available to measure success. Date: 1/16-2/28 Kevin 25-35 TECH ISSUES
- 44. • Ability to curate content on browse nodes was pushed to Q2. • Ability to send targeted email banners for a specific segment is not currently available. • Lack of online video content and video strategy limited testing of top content gap. • New Guides and existing Blog platforms are not integrated with eBay analytics tool blocking RPP engagement tracking, sales tracking, path analysis, etc. • Email tracking for individual banners is not yet available preventing asset level measurement. • Automated upload of DMP segments for email is currently broken. • Pinterest pins directed to Fashion blog content are not allowed due to page load issues. • Pinterest technical issues reduced overall campaign duration thereby increasing the CPC. • Product could not find the tool to 301 redirect Guides eliminating our primary SEO tactic. • Minimal investment severely limited distribution and the ability to test and learn. • No creative allocations for asset distribution delayed timeline of POC and existing campaigns. • No budget allocated for Influencers to make changes to the content limited edits/rewrites. TRACKING CONTENT TECHNICAL ISSUES DISTRIBUTION / BUDGET Key Challenges
- 45. BAU Target BAU Guides 45 Key Findings: • New and adapted guides exceeded targets • Majority of users read the full guide and continuing on to related guides Bounce Rate *Avg. Time on Page Target < 90% > :30 sec POC 68% 1 Min 35 sec *Parallax continuous scroll was implemented during POC Target <25 Views 21K Views 12K Views 16K Views 7K Views 9K Views 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4 Additional Guides Car Speaker Buying Men's Athleisure Basketball Shoes Smartwatches Car Gadgets Android vs. Apple Car Play DIY Tools Smartwatches Designer Smartwatches Mechanic Gift Guide Aftermarket Electronics Running Watch eBay PorHomme RideStory VerticalSco pe (Adapted) Time on Page <25 Views 21K Views 16K Views 7K Views 9K Views 273 Views 500 Views 82 Views 3K Views 500 Views 203 Views 1.3K Views 273 Views 500 Views 82 Views 3K Views 500 Views 203 Views 1.3K Views 12K Views Source: Data gathered from eBay analytics team for 1/3-2/28/2017 0% 20% 40% 60% 80% 100% 4 Additional Guides Car Speaker Buying Men's Athleisure Basketball Shoes Smartwatches Car Gadgets Android vs. Apple Car Play DIY Tools Smartwatches Designer Smartwatches Mechanic Gift Guide Aftermarket Electronics Running Watch eBay PorHomme RideStory VerticalSco pe (Adapted) Bounce Rate
- 46. Key Findings: • Vast majority of articles exceeded targets • Fashion blog had best engagement • Strong correlation between bounce rate and views Source: Data gathered from Google Analytics Dashboard from 1/3-2/28/2017 Target 0% 20% 40% 60% 80% 100% Blue Tooth Adpt. Car Jumstarts DIY Garage Roadside Kit DJ Rides Digital Cockpit Rare Adidas 12 Ways Sweatpants Sneakers under $100 Affordable Watch 6 Affordable Wearables 5 Smart Watches Motors Fashion Bounce Rate 3K Views 100 Views 180 Views 300 Views 110 Views 750 Views 5.5K Views 660 Views 62 Views 54 Views 1.4K Views 110 Views 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00 Blue Tooth Adpt. Car Jumstarts DIY Garage Roadside Kit DJ Rides Digital Cockpit Rare Adidas 12 Ways Sweatpants Sneakers under $100 Affordable Watch 6 Affordable Wearables 5 Smart Watches Motors Fashion Time on Page Target 3K Views 100 Views 180 Views 300 Views 110 Views 750 Views 5.5K Views 660 Views 62 Views 54 Views 1.4K Views 110 Views Bounce Rate Avg. Time on Page Target <80% M: 2 Min | F: 1 Min 40 Motors 62% 2 Min 22 sec Fashion 60% 2 Min 56 sec Blogs BAU BAU
- 47. Key Findings: • More than half of the collections outperformed the CTR target • Nostalgia and interest based content were highest performers • Brand, tech and product focused collections performed at the bottom CTR P1 Bounce Rate Target >.077% <72% POC .09% N/A* *Data tracking not available 0.00% 0.02% 0.04% 0.06% 0.08% 0.10% 0.12% 0.14% 0.16% 0.18% Flip Phone s F orever S tylish S neaks G ear for the G earheads Feel the N oise G arage G uru Tune It U p Tim e to D ive C ool and C onnected The F ix is In S et the P ace Tuned U p A pple A ppeal A ndroid A uto and A pple C arplay U nder the H ood N o tim e Like the P resent Train S m art K ing of C ool Fashionable F itness CTR P1 (%) 50K 175K 41K 40K 43K 43K 40K 43K 27K 95K 35K 27K 50K 27K Collections Source: Data gathered from Tableau Collections dashboard from 1/3-2/28/2017 40K 65K 38K 64K Target BAU
- 48. 48 Bounce Rate Reach Cost Target <80% 500K N/A POC Best 85% 318K $706.54 Key Findings: High bounce rates across versions point to a possible mismatch in user expectations (article did not provide steps on how to create a dashboard as indicated). Target A Control B CTA Banner C Video 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Control CTA Banner Video Motors Blog Bounce Rate ABC Test - LP Optimization Paid Facebook – Motors Blog Source: Data gathered from native Facebook native analytics app for 2/2017
- 49. 49 Bounce Rate Reach Cost Target <80% 500K N/A POC Best 60% 320K $1248 Key Findings: Highly visual carousel layout performed best and is on par with deals ads bounce rate POC // Facebook Ad Directing to Style Stories Blog Post Target A Control B TOC C Carousel 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Control Table of Contents Carousel Fashion Blog Bounce Rate ABC Test - LP Optimization Paid Facebook - Fashion Blog Source: Data gathered from native Facebook native analytics app for 2/2017
- 50. Engagement Retweets Impressions Cost Target >.33% >50 300K $0 POC .30% 87 1.7M $0 Key Findings: • Tweets performed consistent with BAU • Minimal difference between the best and worst performing tweets • No targeting available in the organic channel Time Like the Present Car Electronics 0.43% engagement rate 0.32% engagement rate Target 0.22 0.43 0.25 0.28 0.29 0.32 0.31 0.30 0.27 0.29 0 0.1 0.2 0.3 0.4 0.5 Tw eet 1:… Tw eet 2 C ar… Tw eet 3:… Tw eet 4:… Tw eet 5:… Tw eet 6: N o… Tw eet 7: A t… Tw eet 8:… Tw eet 9: C ar… Tw eet 10:… Engagement Rate (%) Organic Twitter Source: Data gathered from native Twitter native analytics app from 1/16-2/28/2017 BAU
- 51. CPC: $.5 CTR: .43% CPC: $.51 CTR: .46% CPC: $.49 CTR: .84% CPC: $.48 CTR: .76% CPC: $.43 CTR: .93% CPC: $.45 CTR: 1.02% CPC: $.47 CTR: 93% CPC: $.46 CTR: .84% CPC: $.5 CTR: .78% CPC: $.46 CTR: .68% CPC: $.33 CTR: 2.04% CPC: $.33 CTR: 1.81% CPC: $.4 CTR: .67% CPC: $.4 CTR: .6% CPC: $.5 CTR: .28% CPC: $.5 CTR: .29% Impressions CTR CPC Cost Target 4M >1% <$0.40 N/A POC 1.4M .83% $0.46 $4678.23 Key Findings: • How to pins were the only content that outperformed target goals • Performance issues prevented testing of Fashion blog content and limited campaign duration increasing CPC Paid Pinterest Source: Data gathered from native Pinterest native analytics app for February 2017 Watch posts had lowest engagement overall
- 52. Key Findings: Engagement rate was significantly below BAU. Further testing is needed to evaluate channel effectiveness for promoting content. Up Vote CTR Cost Target >77% >.86% N/A POC 54% .82% $13K Target 576K Reach 728K Reach 52% 51% 54% 54% 55% 52% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1/25 1/26 1/27 1/28 1/29 1/30 Upvote Target Paid Imgur Source: Data gathered from native Imgur native analytics app for January 2017 CTR drops off as the more engaged, active users see the ad BAU BAU 1.3% 1.1% 1.0% 0.6% 0.5% 0.5% 0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2% 1.4% 1/25 1/26 1/27 1/28 1/29 1/30 CTR
- 53. Asset #Users #Buyers %converted Guides - 157 - Browse Nodes 131K 0.3K 0.23% Collections 173K 0.3K 0.17% RPP 756K 1.1K 0.15% Email** 5.6M 4.7K 0.08% Blog N/A N/A N/A Below Table shows the %users who interacted with PoC asset during campaign time period, and eventually converted. However, these are directional numbers as a user can visit other marketing assets as well - live during the campaign time period. SHARE OF BUYERS • ~6.6 M users interacted with all the onsite assets of the Male Millennial Campaign