Introducing the eBay Social Selling Pilot
By: Andy Chase
In December of 2011 I joined the eBay Social team, with the responsibility to empower and educate eBay sellers on how to use social media to grow their businesses. Given my history working directly with sellers, and my history of jumping right into social media; I had some ideas. Before distributing an education on how sellers could grow their business, we had to test these ideas. We compiled a team of 8 sellers. We brought them to San Jose, spent a day outlining sellers’ strategy, and committed them to at least 30 minutes per day working on their social media strategy.
Turns out some of our initial ideas were great, some were good, and some were not as good. We learned that building relationships enabled online word of mouth advertising, and that providing tastes that compliment an eBay seller’s brand allowed for product and seller discovery much more than spamming listings. We also learned (err, confirmed) that sellers have to beauthentic, as faking interests is quite transparent. And we also learned wehave a lot of work to do providing educational material that actually reaches our sellers.
At eBay On Location Denver, I was able to bring 3 of the sellers into a panel discussion with our Chief Marketing Officer for eBay Marketplaces NA, Richelle Parham. That video will be available in a couple of weeks. In the meanwhile, I’d like to share the video we made chronicling the process of the Social Selling Pilot.
The most exciting part is that the best is yet to come. These sellers only worked in the pilot for 2 months; real marketing cycles, and relationships with current and future customers, are much longer than that.I’ll be here along the process, learning and sharing as much as I can every single day. And on that note; how do you prefer to learn? Webinars? Emails? Videos? Seller Information Center? Education specialists? Let us know in the comments.