MSM10 – eBay Case Study

eBay Case Study: Social Media Monitoring – Implementation and Action
Ali Croft of Just Drive Media and Jill Hunley, Director of Marketing Strategy & Planning ebay

ebay has a Social Media Center of Excellence

Objectives:

  • Social strategy
  • Customer insights
  • Competitive monitoring
  • Monthly social media council – with knowledge-sharing across initiatives
  • Alignment of roadmaps and plans
  • Analytics and reporting infrastructure

The challenge was filtering through the noise – they use Radian6 and measured key metrics: traffic volume, social channel, eBay categories, customer segments and demographics, purchases/revenues, direct vs. indirect shares (monitoring direct and indirect links).