Posts Tagged 'ebay marketing'

Kip Knight shares how to utilize the power of all to build your business

I was fortunate to attend the Cincinnati area AMA lunch today, where Kip Knight, Vice President – Marketing of eBay spoke about “using the power of all of us to build your business” where he outlined his thoughts on the trending of business and marketing of companies moving into an open sourcing and collaboration model and away from the command and control model so many companies are familiar with.

Kip covered ground quickly, and interspersed his big ideas with humor to keep it light. As a result I left with a couple pages of notes. While Kip didn’t plant to many new ideas in my head, he proved a great review of blogs and articles I’ve read in the past few months. It’s also great to see yet another industry leader such as eBay to embrace these ideas.

You can view my full notes here (pdf download), but I thought I’d share a couple things he mentioned which I found very helpful and interesting.

First, Kip talked about a couple methods/programs they use to monitor the pulse of the eBay community.

* Voices – They fly in 20 users (sellers/buyers) each month and senior management with other key employees sit and talk with these users. Learning what they like about the site, what they don’t like, features they’d find helpful, etc. Once these users visit they become part of the Voices community and can be called in the future to answer questions and provide opinions on new ideas.
* Visits – This method takes 3 ebay employees to visit site users in their homes and watch them sell/buy on eBay. One employee asks questions, another takes notes, and the last video tapes.
* Views – Once a quarter, they conducts topical focus groups around the country on topics that are important to the company and it’s user base. i.e. Topic for Q2 2008 is safety

Secondly, he mentioned a couple stats I found very intriguing, the first of which is that 40% of the things sold on eBay are sold/listed via their API. 40%! That’s huge!

He also mentioned Wikipedia and how it’s huge user base allows for it to have a minimal staff of 5 full time employees, yet it is very agile in maintaining it’s product (obscenities last online for 1.7 minutes). It blows my mind that they are that quick in removing information that doesn’t conform to their community rules.

His talk sparked quite a few questions and ideas that require a bit more development, but I’ll follow up with additional posts later as those thoughts tie in for me, especially how they work with Abunga.

He also endorsed a book that I’m currently reading which is “Ultimate Question: For Unlocking the Door to Good Profits and True Growth” by Frederick F. Reichheld. The book focuses on the use of what is called the Net Promoter Score, boiling down to the question – would you recommend us to a friend? Pretty simple question, but very pertinent.

https://i1.wp.com/abunga.com/images/books/large/830/9781591397830.jpg

Have a great Easter.

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