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Kelly Caird
Director, Customer Engagement
eBay’s Not-So-Secret Weapon:
How We Discovered and Mobilized B2B Advocates
Marie Langhout-Franklin
Head of Partner Marketing
One of eBay’s largest drivers of traffic;
partners earn commissions for driving sales
Helpful, positive
content was getting
buried by louder,
negative voices
We wanted to build a community to nurture and
reengage natural advocates
How likely are you to share your eBay
partner experiences with others?
Would you be more likely to do this if
incentives were involved?
Unlikely Likely Yes No
Launching a formal advocacy program can be
daunting
Our initial launch far exceeded our goals and
expectations
We increased the volume of positive mentions x10
0
100
200
300
400
500
0
500
1,000
1,500
2,000
ADVOCATES
310
ACTS OF ADVOCACY
5,760
PIECES OF SOCIAL CONTENT
1,080
0
2,000
4,000
6,000
8,000
What else could we do?
Can we connect with partners at the outset, nurturing them to become advocates?
Can we turn more existing partners into advocates?
Can we even “hug our haters” – and turn negative voices around?
Can we encourage more valuable activities, ultimately driving ROI?
This small but mighty
group is an effective
lever in our toolkit for
driving business goals
6 months later:
• 4X more advocates
• 140+ acts of advocacy
annually by engaged
advocates
The network effect has increased our joins and
doubled our activation rate in the first 90 days
Advocates are a valuable source for innovation
and instant feedback “Amazing, I didn't know about it! There are
times I want to manually create a link and
this is so easy. A good update would be to
let me choose a campaign I want to
‘roverize’ while on the site.”
-Matt D.
Have you used the
bookmarklet tool before?
Will you use it in the future?
Do you have any questions or
feedback about this tool? "I wish it would
integrate with a url
shortener."
-Eric M.
"I like it, but my recommendation is for
it be redesigned like the Bit.ly website
link shortening right-side of the screen
pop-out.”
-Steven E.
We can activate our partners at multiple phases in
the customer lifecycle
• Tracking attribution on an
individual partner level
• Working closely with analytics
team to track and match activity
• Determining if advocates are
more likely to drive sales to eBay
• Testing to see if specific
challenges can drive revenue
results
We’re measuring the
impact beyond direct
pipeline driven
"Insiders has really helped me with my business. I've
applied the advice and my business is really improving. It's
amazing how just doing little stuff that I've learned here
really helps! So just wanted to tell you... THANK YOU!”
- Morgan A. Beauty Blogger, Insider since 4/10/16
Discovering and connecting with our most
valuable advocates has driven measurable ROI
Points:
9,100
NPS:
9
2016 iGMB:
$5,500
2017 iGMB:
$11,400
Sept New
Buyers: 1
Oct New
Buyers: 14
We’re improving customer experience at scale
(and our products, too)
“Insiders is what everybody
needs. A great community of
caring people and it is filled
with opportunities to learn.”
- Theo P.
“I have found a great deal of
useful information and a
supportive community.”
- Nigel B.
“This has kept me more up to
date on eBay topics than ever
before. It’s a great platform!”
- Brandy O.
“I’ve been more engaged
since Insiders launched.
Learning lots!”
- Kostas T.
“I’ve learnt a few things that I
would have never come
across otherwise.”
- Carol L.
“It’s a handy resource to
discuss with fellow affiliates,
as well as pick up some useful
tips and insights on EPN.”
- Talia K.
“Not only do we benefit from
information and advice but
we also get rewarded! Win-
win situation.”
- Nathan F.
• An advocacy program has
helped us improve the partner
experience in a scalable way.
• Advocates are an effective lever
for us to drive real business
results.
• Integrating advocacy deeply into
our marketing strategy helps us
test, validate and challenge ideas
and assumptions.
3 Key Takeaways
How Ebay Uncovered B2B Advocates They Didn'T Know They Had

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How Ebay Uncovered B2B Advocates They Didn'T Know They Had

  • 1. Kelly Caird Director, Customer Engagement eBay’s Not-So-Secret Weapon: How We Discovered and Mobilized B2B Advocates Marie Langhout-Franklin Head of Partner Marketing
  • 2. One of eBay’s largest drivers of traffic; partners earn commissions for driving sales
  • 3. Helpful, positive content was getting buried by louder, negative voices
  • 4. We wanted to build a community to nurture and reengage natural advocates How likely are you to share your eBay partner experiences with others? Would you be more likely to do this if incentives were involved? Unlikely Likely Yes No
  • 5. Launching a formal advocacy program can be daunting
  • 6. Our initial launch far exceeded our goals and expectations We increased the volume of positive mentions x10 0 100 200 300 400 500 0 500 1,000 1,500 2,000 ADVOCATES 310 ACTS OF ADVOCACY 5,760 PIECES OF SOCIAL CONTENT 1,080 0 2,000 4,000 6,000 8,000
  • 7. What else could we do? Can we connect with partners at the outset, nurturing them to become advocates? Can we turn more existing partners into advocates? Can we even “hug our haters” – and turn negative voices around? Can we encourage more valuable activities, ultimately driving ROI?
  • 8. This small but mighty group is an effective lever in our toolkit for driving business goals 6 months later: • 4X more advocates • 140+ acts of advocacy annually by engaged advocates
  • 9. The network effect has increased our joins and doubled our activation rate in the first 90 days
  • 10. Advocates are a valuable source for innovation and instant feedback “Amazing, I didn't know about it! There are times I want to manually create a link and this is so easy. A good update would be to let me choose a campaign I want to ‘roverize’ while on the site.” -Matt D. Have you used the bookmarklet tool before? Will you use it in the future? Do you have any questions or feedback about this tool? "I wish it would integrate with a url shortener." -Eric M. "I like it, but my recommendation is for it be redesigned like the Bit.ly website link shortening right-side of the screen pop-out.” -Steven E.
  • 11. We can activate our partners at multiple phases in the customer lifecycle
  • 12. • Tracking attribution on an individual partner level • Working closely with analytics team to track and match activity • Determining if advocates are more likely to drive sales to eBay • Testing to see if specific challenges can drive revenue results We’re measuring the impact beyond direct pipeline driven
  • 13. "Insiders has really helped me with my business. I've applied the advice and my business is really improving. It's amazing how just doing little stuff that I've learned here really helps! So just wanted to tell you... THANK YOU!” - Morgan A. Beauty Blogger, Insider since 4/10/16 Discovering and connecting with our most valuable advocates has driven measurable ROI Points: 9,100 NPS: 9 2016 iGMB: $5,500 2017 iGMB: $11,400 Sept New Buyers: 1 Oct New Buyers: 14
  • 14. We’re improving customer experience at scale (and our products, too) “Insiders is what everybody needs. A great community of caring people and it is filled with opportunities to learn.” - Theo P. “I have found a great deal of useful information and a supportive community.” - Nigel B. “This has kept me more up to date on eBay topics than ever before. It’s a great platform!” - Brandy O. “I’ve been more engaged since Insiders launched. Learning lots!” - Kostas T. “I’ve learnt a few things that I would have never come across otherwise.” - Carol L. “It’s a handy resource to discuss with fellow affiliates, as well as pick up some useful tips and insights on EPN.” - Talia K. “Not only do we benefit from information and advice but we also get rewarded! Win- win situation.” - Nathan F.
  • 15. • An advocacy program has helped us improve the partner experience in a scalable way. • Advocates are an effective lever for us to drive real business results. • Integrating advocacy deeply into our marketing strategy helps us test, validate and challenge ideas and assumptions. 3 Key Takeaways