Social Data Measurement at eBay and the overall challenges and lessons learnt with Social Data. This is my deck from the Social Data @Adobe as part of social media week with @poveromo @lasandrabrill @bechyannbrown @setlinger and @britopian. Love to hear your comments.

1. Social Measurement @eBay
Sudha Jamthe, Social Media Strategist
@sujamthe
Feb 13, 2012
Prepared for Social Data Hub @Adobe Global
Social Media Week 2012

2. My Inspiration for Corporate Social Measurement
The Ability to capture, interpret and
act in real time based on signals from
social in the context of enterprise
data will become a tremendous
competitive advantage over time.
- Susan Etlinger (@setlinger) of Altimeter Group.
@sujamthe

3. Organizational Model
How we work across the company
PR/MarCom
m
Social Global Social
Commerce Social Business
Products Analytics (US)
Social
Business
Unit (EU)
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4. eBay Social Measurement Framework
Key Business Drivers & Social Business Levers
Social Commerce Metrics
Internal
Social Marketing
Social Customer Service
External
Social Data
Social Intelligence Data from social
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5. OUR TWO AREAS OF
FOCUS
ARE
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6. 1. SOCIAL COMMERCE MEASUREMENTS
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7. 1. SOCIAL COMMERCE MEASUREMENTS
Facebook Insights for Commerce & Brand Reach
Facebook EdgeRank controls the key to
measuring the actual reach of Facebook
messages.
@sujamthe

8. 1. SOCIAL COMMERCE MEASUREMENTS
Facebook Insights for Social Traffic Measurement
Facebook Domain Insights offers key to
reaching prospects via Facebook
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9. 2. Social Data Intelligence - Influencer Analysis
Source: @Peoplebrowsr
Competitive Sharer Break Down
@docjrt @jjohnson
Kred: 671 Influence
Followers: 18,238
@mommytx
Location: Germany
@jjohnson
Total Shares: 54
Gender: Male
@joe132 Top Communities:
Advertising
@sujamthe
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10. 2. Social Data Intelligence: Audience & Competition Analysis
Source: @Peoplebrowsr
Social Interest Taxonomy and Audience Analysis
Differentiate - Buyers vs. Sellers
Buyers (3 competing Top Locations
companies) Sellers Buyers
14% 1. New York 1. London
2. Chicago 2. Chicago
3. France 3. California
48%
4. Dallas 4. New Jersey
5. Michigan 5. New York
38% 6. Nashville 6. Toronto
7. Berlin 7. Maryland
8. London 8. Los Angeles
9. Los Angeles 9. Melbourne
10. San Diego 10. Houston
@sujamthe
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11. Key Learnings – You Are Waking Up a Sleeping Lion
1. Be ready for a data
driven org change
2. Social Data knows
no boundaries –
Collaborate with
global stakeholders
3. Be honest about
imperfect social data
and limitation of
technology
4. Listen, Learn, Educate
from inside & outside
the company
11 @sujamthe

12. Thank You!
Sudha Jamthe
@sujamthe
Slide Deck on Slideshare:
http://www.slideshare.net/sujamthe
My job req: http://bit.ly/socialcommerceanalystjob
@sujamthe