eBay Social Content Strategy SC V18 042917
rounders
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About This Presentation
Social media audit and recommendation
Slide Content
Content Marketing
Strategy
Shane Crombie
April 2017
Strategy
Shane Crombie
April 2017
CONTENTS1
2
3
4
Background
Content Audit
Personas, Journeys & Content Gaps
Vision & Strategy
5Proof of Concept
2
3
4
Background
Content Audit
Personas, Journeys & Content Gaps
Vision & Strategy
5Proof of Concept
STARTING POINT
lWe 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
lDid not know who our target audiences
were and where we had content gaps
lDid not have a content strategy or vision
for North America
TODAY
lDeveloped a comprehensive content
landscape for NA
lCreated target personas and mapped our
existing content to our personas to
determine content gaps
lCreated a content vision & strategy and
prioritized resources across the 3-years
lRan a proof-of-concept to test out the
effectiveness of content marketing when
done right
BACKGROUND
lWe 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
lDid not know who our target audiences
were and where we had content gaps
lDid not have a content strategy or vision
for North America
TODAY
lDeveloped a comprehensive content
landscape for NA
lCreated target personas and mapped our
existing content to our personas to
determine content gaps
lCreated a content vision & strategy and
prioritized resources across the 3-years
lRan a proof-of-concept to test out the
effectiveness of content marketing when
done right
BACKGROUND
INTERVIEWSSEO CRAWLAUDITWORKSHOPS
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
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
CONTENT AUDIT
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
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
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
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
ELECTRONICSP&AB&IGIFT
CARDS
FASHIONCOLLECTIBLES
& ART
H&GL&MSELLER C2CSELLER 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
SebastianAshleyJenny
Ashley
Kevin
John
John
Jenny
Kevin
John
Ashley
JohnAshley
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, CTRGMV, Listings, Traffic, Awareness
1.5%12% 4%10% 3.5% 4%-5%4% TBD
NA PRIORITIES
CARDS
FASHIONCOLLECTIBLES
& ART
H&GL&MSELLER C2CSELLER 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
SebastianAshleyJenny
Ashley
Kevin
John
John
Jenny
Kevin
John
Ashley
JohnAshley
John
Steve
Sebastian
Lola
CONTENT
NEEDS
Video (Youtube &
onsite)
Trends
Guides / Influencers
Content Partners
Videos (DIY, Upskill)
Social
Guides / Influencers
Blog
Community
Video
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, CTRGMV, Listings, Traffic, Awareness
1.5%12% 4%10% 3.5% 4%-5%4% TBD
NA PRIORITIES
•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/blogstylestories.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 Session1.21 1.24
Avg. Content Lifespan1-2 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
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/blogstylestories.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 Session1.21 1.24
Avg. Content Lifespan1-2 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
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
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
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
500K Guides2K 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 teamsThe vast majority of our content is distributed across 2 channelsWith the data tracked and reported separately115M+ PAGES OF PUBLISHED CONTENT IN CIRCULATION
TECHNOLOGY
Spotlight
4 Blog CMSs
Guides &
20+ Social Platforms Keyword Tool
4+ Email
Mgmt. SystemsCollections
Editor
3
Tools
&
Cerebrum
•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
•Social
•Display Ads
•Influencers
•SEM
•Press Release
•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
500K Guides2K 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 teamsThe vast majority of our content is distributed across 2 channelsWith the data tracked and reported separately115M+ PAGES OF PUBLISHED CONTENT IN CIRCULATION
TECHNOLOGY
Spotlight
4 Blog CMSs
Guides &
20+ Social Platforms Keyword Tool
4+ Email
Mgmt. SystemsCollections
Editor
3
Tools
&
Cerebrum
PRODUCT
PGs/ASSETSIMAGESTV / VIDEOTRENDINGCOLLECTIONSGUIDESBLOGSAUDIO /
WEBINARSEMAIL 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
Daily1.4K Curated
60 Influencers
90-10M User
generated
6K Influencers
5K User generated
50 Editorial
20 Seller
350 Motors
350 Fashion
20 News
10 Seller
30 Tech
10 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
20 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
HighMedLow
7
NA MARKETING IS LEADING THE WAY IN CONTENT CREATION
PGs/ASSETSIMAGESTV / VIDEOTRENDINGCOLLECTIONSGUIDESBLOGSAUDIO /
WEBINARSEMAIL 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
Daily1.4K Curated
60 Influencers
90-10M User
generated
6K Influencers
5K User generated
50 Editorial
20 Seller
350 Motors
350 Fashion
20 News
10 Seller
30 Tech
10 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
20 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
HighMedLow
7
NA MARKETING IS LEADING THE WAY IN CONTENT CREATION
15+ groups create content for NA MarketingNA Marketing is leading the way in content creationBUDGET & PRODUCT LIMITATIONS HINDERS VIDEO CONTENT.
PRODUCT
PGs/ASSETSIMAGESTV / VIDEOTRENDINGCOLLECTIONSGUIDESBLOGSAUDIO /
WEBINARSEMAIL 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
Daily1.4K Curated
60 Influencers
90-10M User
generated
6K Influencers
5K User generated
50 Editorial
20 Seller
350 Motors
350 Fashion
20 News
10 Seller
30 Tech
10 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
20 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
HighMedLow
7
PRODUCT
PGs/ASSETSIMAGESTV / VIDEOTRENDINGCOLLECTIONSGUIDESBLOGSAUDIO /
WEBINARSEMAIL 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
Daily1.4K Curated
60 Influencers
90-10M User
generated
6K Influencers
5K User generated
50 Editorial
20 Seller
350 Motors
350 Fashion
20 News
10 Seller
30 Tech
10 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
20 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
HighMedLow
7
15+ groups create content for NA MarketingNA Marketing is leading the way in content creationBudget and product limitations hinder video production across teams.MULTIPLE TEAMS CONDUCTING PHOTO SHOOTS LIMIT
OPERATIONAL EFFICIENCIES.
PRODUCT
PGs/ASSETSIMAGESTV / VIDEOTRENDINGCOLLECTIONSGUIDESBLOGSAUDIO /
WEBINARSEMAIL 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
Daily1.4K Curated
60 Influencers
90-10M User
generated
6K Influencers
5K User generated
50 Editorial
20 Seller
350 Motors
350 Fashion
20 News
10 Seller
30 Tech
10 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
20 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
HighMedLow
7
OPERATIONAL EFFICIENCIES.
PRODUCT
PGs/ASSETSIMAGESTV / VIDEOTRENDINGCOLLECTIONSGUIDESBLOGSAUDIO /
WEBINARSEMAIL 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
Daily1.4K Curated
60 Influencers
90-10M User
generated
6K Influencers
5K User generated
50 Editorial
20 Seller
350 Motors
350 Fashion
20 News
10 Seller
30 Tech
10 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
20 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
HighMedLow
7
15+ groups create content for NA MarketingNA Marketing is leading the way in content creationBudget 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/ASSETSIMAGESTV / VIDEOTRENDINGCOLLECTIONSGUIDESBLOGSAUDIO /
WEBINARSEMAIL 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
Daily1.4K Curated
60 Influencers
90-10M User
generated
6K Influencers
5K User generated
50 Editorial
20 Seller
350 Motors
350 Fashion
20 News
10 Seller
30 Tech
10 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
20 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
HighMedLow
7
PRODUCT
PGs/ASSETSIMAGESTV / VIDEOTRENDINGCOLLECTIONSGUIDESBLOGSAUDIO /
WEBINARSEMAIL 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
Daily1.4K Curated
60 Influencers
90-10M User
generated
6K Influencers
5K User generated
50 Editorial
20 Seller
350 Motors
350 Fashion
20 News
10 Seller
30 Tech
10 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
20 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
HighMedLow
7
HighMedLow
8
THE MAJORITY OF OUR CONTENT TYPES ARE DISTRIBUTED
ACROSS 2 CHANNELS.
PRODUCT
PGs/ASSETSTV / VIDEOTRENDINGCOLLECTIONSGUIDESBLOGSAUDIO /
WEBINARSEMAIL
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
Daily1.4K Curated
60 Influencers
90-10M User
generated
6K Influencers
5K User generated
50 Editorial
20 Seller
350 Motors
350 Fashion
20 News
10 Seller
30 Tech
10 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
8
THE MAJORITY OF OUR CONTENT TYPES ARE DISTRIBUTED
ACROSS 2 CHANNELS.
PRODUCT
PGs/ASSETSTV / VIDEOTRENDINGCOLLECTIONSGUIDESBLOGSAUDIO /
WEBINARSEMAIL
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
Daily1.4K Curated
60 Influencers
90-10M User
generated
6K Influencers
5K User generated
50 Editorial
20 Seller
350 Motors
350 Fashion
20 News
10 Seller
30 Tech
10 Radio
15 Spotify /
Pandora
11 Webinars
70 Site
2K GCX
31 Triggers
17 B2C / C2C
10 Digest
8 Other
2 Trending
eBay.com
App
Social
Influencers
Display
SEO
SEM
Press Release
TV
Radio / Podcasts
Webinar
PRODUCT
PGs/ASSETSTV / VIDEOTRENDINGCOLLECTIONSGUIDESBLOGSAUDIO /
WEBINARSEMAIL
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
Daily1.4K Curated
60 Influencers
90-10M User
generated
6K Influencers
5K User generated
50 Editorial
20 Seller
350 Motors
350 Fashion
20 News
10 Seller
30 Tech
10 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
HighMedLow
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.
PGs/ASSETSTV / VIDEOTRENDINGCOLLECTIONSGUIDESBLOGSAUDIO /
WEBINARSEMAIL
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
Daily1.4K Curated
60 Influencers
90-10M User
generated
6K Influencers
5K User generated
50 Editorial
20 Seller
350 Motors
350 Fashion
20 News
10 Seller
30 Tech
10 Radio
15 Spotify /
Pandora
11 Webinars
70 Site
2K GCX
31 Triggers
17 B2C / C2C
10 Digest
8 Other
2 Trending
eBay.com
App
Social
Influencers
Display
SEO
SEM
Press Release
TV
Radio / Podcasts
Webinar
HighMedLow
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.
PERSONAS & CONTENT GAPS
“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)
RETENTIONACQUISITIONACQUISITIONREACTIVATE
BUYER PERSONAS
19
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)
RETENTIONACQUISITIONACQUISITIONREACTIVATE
BUYER PERSONAS
19
ASHLEY (w/ kids)JOHN (mid 40s)
C2C First Time ListerC2C Occasional SellerC2C Regular SellerB2C Small MerchantB2C Large Merchant
WHY
WHAT
RETENTIONACQUISITION
Needs:
To do it on her
time frame
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)
RETENTIONRETENTION
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
C2C First Time ListerC2C Occasional SellerC2C Regular SellerB2C Small MerchantB2C Large Merchant
WHY
WHAT
RETENTIONACQUISITION
Needs:
To do it on her
time frame
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)
RETENTIONRETENTION
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
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.
STORYDRIVEN
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
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.
STORYDRIVEN
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
ASHLEYJENNYKEVINJOHN
RETENTIONACQUISITIONACQUISITIONREACTIVATE
•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
RETENTIONACQUISITIONACQUISITIONREACTIVATE
•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
ASHLEYJOHN
RETENTIONACQUISITION
STEVESEBASTIAN
RETENTIONRETENTION
LOLA
ACQUISITION
Needs:
To do it on her
time frame
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
RETENTIONACQUISITION
STEVESEBASTIAN
RETENTIONRETENTION
LOLA
ACQUISITION
Needs:
To do it on her
time frame
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
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 pushedbased 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
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 pushedbased 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
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:
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:
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
C
Single – No Kids
Business Professional | $70K
“Style is self expression.”
Shops: Shoes,Apparel, andHandbags,
HomeDécor, 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:
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
C
Single – No Kids
Business Professional | $70K
“Style is self expression.”
Shops: Shoes,Apparel, andHandbags,
HomeDécor, 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:
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 relevantcontent beyond fashion,i.e. home decor, kids
•Reviews from other buyers in social channels.
•Messaging focused on thevalue 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:
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 relevantcontent beyond fashion,i.e. home decor, kids
•Reviews from other buyers in social channels.
•Messaging focused on thevalue 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:
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:
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:
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:
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:
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:
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:
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:
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:
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
C
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
Knows:
Where to sell,
but not how
Fears:
Knowing
where to
begin
Martha
FIRST TIME LISTER
•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
32C2C SELLER PERSONAS & CONTENT GAPS |
B2C LARGE MERCHANTS | RETENTION
CONTENT GAPS:
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
C
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
Knows:
Where to sell,
but not how
Fears:
Knowing
where to
begin
Martha
FIRST TIME LISTER
•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
32C2C SELLER PERSONAS & CONTENT GAPS |
B2C LARGE MERCHANTS | RETENTION
CONTENT GAPS:
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
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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 detailsDecides on which to buy, adds to cart and makes shipment / payment selectionsReceives 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
MILMid 30smale
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
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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 selectionsShows 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
MILMid 30sfemale
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 GAPSPERSONASJOURNEYS
https://ebay.app.box.com/files/0/f/19881455662
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 detailsDecides on which to buy, adds to cart and makes shipment / payment selectionsReceives 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
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
MILMid 30smale
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 selectionsShows 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
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
MILMid 30sfemale
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 GAPSPERSONASJOURNEYS
https://ebay.app.box.com/files/0/f/19881455662
CONTENT STRATEGY & VISION
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.
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.
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
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
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
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
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
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
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
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
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
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
PROOF OF CONCEPT
PROOF OF CONCEPT: 10%+ LIFT
PERSONA BASED CONTENT STRATEGY
Overall strategy
aligns to the
millennial male
TARGETEDCONTENT CREATION
OMNI CHANNELCONTENT 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
BlogGuide
CollectionRPP/
BN
9 Browse Nodes and 6 RPP12 new blogs posts14 new and 7 adapted guides20 curated collectionsPosts via social6 daily digest emails
leveraging DMP
PERSONA BASED CONTENT STRATEGY
Overall strategy
aligns to the
millennial male
TARGETEDCONTENT CREATION
OMNI CHANNELCONTENT DISTRIBUTION
Content is created
with the buyer’s goal,
interests, and
journey in mind
Content is published
to multiple platforms
- destination and
promotion
Social
BlogGuide
CollectionRPP/
BN
9 Browse Nodes and 6 RPP12 new blogs posts14 new and 7 adapted guides20 curated collectionsPosts via social6 daily digest emails
leveraging DMP
POC Summary
STATUSCONTENT / CHANNELDETAILSTARGETACTUALCOMMENTS
GUIDES7 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 BLOG6 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
COLLECTIONS18 New Collections>.7% CTR P1
<72% Bounce Rate
.074% CTR PI
N/A
•More than half of collections outperformed
target; particularly fashion collections
FACEBOOK 1ABC 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 2ABC 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 TWITTERABC 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.
PINTEREST16 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
IMGURSingle 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.
EMAIL6 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
STATUSCONTENT / CHANNELDETAILSTARGETACTUALCOMMENTS
GUIDES7 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 BLOG6 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
COLLECTIONS18 New Collections>.7% CTR P1
<72% Bounce Rate
.074% CTR PI
N/A
•More than half of collections outperformed
target; particularly fashion collections
FACEBOOK 1ABC 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 2ABC 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 TWITTERABC 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.
PINTEREST16 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
IMGURSingle 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.
EMAIL6 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
•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
•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
BAU TargetBAU
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
POC68%1 Min 35 sec
*Parallax continuous scroll was implemented during POC
Target
<25 Views
21K Views
12K Views
16K Views
7K Views
9K Views
0.00.501.01.502.02.503.03.504.0
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
VerticalScope(Adapted)
Time on Page
<25 Views
21K Views
16K Views
7K Views
9K Views
273 Views
50 Views
82 Views
3K Views
50 Views
203 Views
1.3K Views
273 Views
50 Views
82 Views
3K Views
50 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%10%
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
VerticalScope(Adapted)
Bounce Rate
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
POC68%1 Min 35 sec
*Parallax continuous scroll was implemented during POC
Target
<25 Views
21K Views
12K Views
16K Views
7K Views
9K Views
0.00.501.01.502.02.503.03.504.0
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
VerticalScope(Adapted)
Time on Page
<25 Views
21K Views
16K Views
7K Views
9K Views
273 Views
50 Views
82 Views
3K Views
50 Views
203 Views
1.3K Views
273 Views
50 Views
82 Views
3K Views
50 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%10%
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
VerticalScope(Adapted)
Bounce Rate
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 1/3-2/28/2017Target
0%20%40%60%80%10%
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
10 Views
180 Views
30 Views
110 Views
750 Views
5.5K Views
660 Views
62 Views
54 Views
1.4K Views
110 Views
0.00.501.01.502.02.503.03.504.04.505.0
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
10 Views
180 Views
30 Views
110 Views
750 Views
5.5K Views
660 Views
62 Views
54 Views
1.4K Views
110 Views
Bounce RateAvg. Time on Page
Target<80%M:2 Min | F: 1 Min 40
Motors62%2 Min 22 sec
Fashion 60%2 Min 56 sec
Blogs
BAU BAU
•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 1/3-2/28/2017Target
0%20%40%60%80%10%
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
10 Views
180 Views
30 Views
110 Views
750 Views
5.5K Views
660 Views
62 Views
54 Views
1.4K Views
110 Views
0.00.501.01.502.02.503.03.504.04.505.0
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
10 Views
180 Views
30 Views
110 Views
750 Views
5.5K Views
660 Views
62 Views
54 Views
1.4K Views
110 Views
Bounce RateAvg. Time on Page
Target<80%M:2 Min | F: 1 Min 40
Motors62%2 Min 22 sec
Fashion 60%2 Min 56 sec
Blogs
BAU BAU
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 P1Bounce Rate
Target>.077%<72%
POC.09%N/A*
*Data tracking not available
0.0%
0.02%
0.04%
0.06%
0.%
0.10%
0.12%
0.14%
0.16%
0.18%
Flip Phones Forever
Stylish Sneaks
Gear for the Gearheads
Feel the NoiseGarage GuruTune It UpTime to Dive
Cool and Connected
The Fix is InSet the PaceTuned Up
Apple Appeal
Android Auto and Apple Carplay
Under the Hood
No time Like the Present
Train SmartKing of Cool
Fashionable Fitness
CTR P1 (%)
50K
175K
41K40K
43K43K40K43K27K95K
35K
27K50K
27K
Collections
Source: Data gathered from Tableau Collections dashboard from 1/3-2/28/2017
40K65K38K64K
Target
BAU
•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 P1Bounce Rate
Target>.077%<72%
POC.09%N/A*
*Data tracking not available
0.0%
0.02%
0.04%
0.06%
0.%
0.10%
0.12%
0.14%
0.16%
0.18%
Flip Phones Forever
Stylish Sneaks
Gear for the Gearheads
Feel the NoiseGarage GuruTune It UpTime to Dive
Cool and Connected
The Fix is InSet the PaceTuned Up
Apple Appeal
Android Auto and Apple Carplay
Under the Hood
No time Like the Present
Train SmartKing of Cool
Fashionable Fitness
CTR P1 (%)
50K
175K
41K40K
43K43K40K43K27K95K
35K
27K50K
27K
Collections
Source: Data gathered from Tableau Collections dashboard from 1/3-2/28/2017
40K65K38K64K
Target
BAU
48
Bounce RateReachCost
Target<80%500KN/A
POC Best85%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%
ControlCTA BannerVideo
Motors Blog Bounce Rate
ABC Test - LP Optimization
Paid Facebook – Motors Blog
Source: Data gathered from native Facebook native analytics app for 2/2017
Bounce RateReachCost
Target<80%500KN/A
POC Best85%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%
ControlCTA BannerVideo
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
Bounce RateReachCost
Target<80%500KN/A
POC Best60%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
Carousel0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
ControlTable of ContentsCarousel
Fashion Blog Bounce Rate
ABC Test - LP Optimization
Paid Facebook - Fashion Blog
Source: Data gathered from native Facebook native analytics app for 2/2017
Bounce RateReachCost
Target<80%500KN/A
POC Best60%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
Carousel0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
ControlTable of ContentsCarousel
Fashion Blog Bounce Rate
ABC Test - LP Optimization
Paid Facebook - Fashion Blog
Source: Data gathered from native Facebook native analytics app for 2/2017
EngagementRetweetsImpressionsCost
Target>.33%>50300K$0
POC.30%871.7M$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 rate0.32% engagement rate
Target
0.22
0.43
0.25
0.280.29
0.320.310.30
0.270.29
0
0.1
0.2
0.3
0.4
0.5 Tweet 1:…
Tweet 2 Car…
Tweet 3:…Tweet 4:…Tweet 5:…
Tweet 6: No…Tweet 7: At…Tweet 8:…
Tweet 9: Car…Tweet 10:…
Engagement Rate (%)
Organic Twitter
Source: Data gathered from native Twitter native analytics app from 1/16-2/28/2017
BAU
Target>.33%>50300K$0
POC.30%871.7M$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 rate0.32% engagement rate
Target
0.22
0.43
0.25
0.280.29
0.320.310.30
0.270.29
0
0.1
0.2
0.3
0.4
0.5 Tweet 1:…
Tweet 2 Car…
Tweet 3:…Tweet 4:…Tweet 5:…
Tweet 6: No…Tweet 7: At…Tweet 8:…
Tweet 9: Car…Tweet 10:…
Engagement Rate (%)
Organic Twitter
Source: Data gathered from native Twitter native analytics app from 1/16-2/28/2017
BAU
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%
ImpressionsCTRCPCCost
Target4M>1%<$0.40N/A
POC1.4M.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
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%
ImpressionsCTRCPCCost
Target4M>1%<$0.40N/A
POC1.4M.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
Key Findings:
Engagement rate was significantly below BAU. Further
testing is needed to evaluate channel effectiveness for
promoting content.
Up VoteCTRCost
Target>77%>.86%N/A
POC54%.82%$13K
Target
576K Reach
728K Reach
52%51%54%54%55%52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
10%
1/251/261/271/281/291/30
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%
1/251/261/271/281/291/30
CTR
Engagement rate was significantly below BAU. Further
testing is needed to evaluate channel effectiveness for
promoting content.
Up VoteCTRCost
Target>77%>.86%N/A
POC54%.82%$13K
Target
576K Reach
728K Reach
52%51%54%54%55%52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
10%
1/251/261/271/281/291/30
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%
1/251/261/271/281/291/30
CTR
Asset#Users#Buyers%converted
Guides- 157 -
Browse Nodes131K0.3K0.23%
Collections173K0.3K0.17%
RPP 756K1.1K0.15%
Email**5.6M4.7K0.08%
BlogN/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
Guides- 157 -
Browse Nodes131K0.3K0.23%
Collections173K0.3K0.17%
RPP 756K1.1K0.15%
Email**5.6M4.7K0.08%
BlogN/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
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