EBAY SOCIAL MEDIA STRATEGY AUSTRALIA

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EBAY SOCIAL MEDIA STRATEGY AUSTRALIA

Key takeaways from Daniel Young – Social Media and Content Leader for ebay Australia presentation at Illawara Digital, Wollongong Australia.



EBAY SOCIAL MEDIA STRATEGY AUSTRALIA

Keynote presentation learnings of ebay Australia Social Media Strategy were:

  • Having a mobile optimised website is possibly more important than doing social media. Get the basics right first.
  • 7 million visitors a month to Ebay Australia.
  • 84% of products are new products and just 16% are second hand.
  • Mobile traffic is a key player on Ebay Australia strategy. Ebay Australia Mobile traffic already accounts for 53% of total traffic.
  • Customisation is key: Ebay presents products that shoppers are interested on.
  • Ebay market positioning between: Amazon (Utility) and Pinterest/Etsy (Engagement).
  • Ebay Australia key Social Media objective: Sharing products and stories; advocacy.
  • Create and publish great stories to inspire shoppers as the key of Ebay Australia Social Strategy.
  • Ebay Australia key consumer segments where they are currently focusing on: Mums and Fashion (Fashion Gallery launched mid 2012) with over 60 retailers signed up for the fashion gallery.
  • Ebay launches its price match strategy in 2018
  • Ebay Australia is also working with bloggers and trend setters to get people share great stories and products.
  • Your customers are fuel for inspirational stories.
  • Also find unique product stories. Example: Australia’s most expensive Holden for sale
  • We are Social is the current Social Media Agency for Ebay Australia.
  • Other Tips from Daniel to companies doing social media:
    • Have a clear objective.
    • Better to concentrate on one social channel and be deep than having many social channels and being thin.
    • Identify your value proposition and promote it well.
    • Share your knowledge.
    • Do not expect immediate results
    • Great Case study: Black Milk (Brisbane) No traditional marketing, just use of Social Media with fantastic content.

EBAY SOCIAL MEDIA STRATEGY AUSTRALIA

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