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eBay Global Content Strategy Presentation - 2008

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Deb Aoki
Deb Aoki

A storyboard / presentation explaining the the role that content strategy plays at eBay to present content that is clear and helpful to buyers and sellers. It also discusses voice and tone, and localization concerns.

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1 April 3, 2008 The Global Content Management Story
2
3
4 Our customers journey begins
5 Content encourages the cycle of commerce on eBay
6 Sometimes our customers need additional help.
7 And personal help when theyre very confused.
8 We also reach out to customers whove gone astray.
9 Voice and language is really important throughout this journey
10 We consider a lot of things when developing our strategy Page content Tone of voice Language Information hierarchy Guidance
11 We help users feel welcome and connected with our warm, conversational voice When it works When it doesnt This is friendly and encouraging! ** Businesslike and not inviting. ** How content strategy affects our customers When it works When it doesnt Make it simpler for us dumb people! ** We create a clear information scent This tells me where I am. ** When it works When it doesnt You didn't offer me any support on that. DO something!** We give clear, friendly guidance including call to action This is my first time selling, so the help was great. ** We use language that makes sense, consistently When it works When it doesnt I dont know what this means. ** the content is easy to understand and brings me a sense of belonging. ** ** User quotes
12 We use language that makes sense, consistently Benelux example: Changed Community to Forums (BENL) 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000 2005M06 2005M07 2005M08 2005M09 2005M10 2005M11 2005M12 2006M01 2006M02 2006M03 2006M04 2006M05 BEFR BENL Number of Page Views 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 55,000 2005M06 2005M07 2005M08 2005M09 2005M10 2005M11 2005M12 2006M01 2006M02 2006M03 2006M04 2006M05 BEFR BENL Number of Total Posts 66% increase In page views 250% increase In posts
13 We create a clear information scent Customers Customers Email **UA Content Mgmt **UA Content Mgmt Analysis: - Helpful (Y/N) - Email Volumes - Page Views Results: Email Avoidance (avg over a year) - 4,000 emails/page = $8,000 - 130K emails/qtr = $260K **UA Content Mgmt Info. Org. - Re-order topics - Add screenshots - Add content - Change links Global Content Mgmt **User Assistance - UA
14 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Wk. 1 Wk. 52 USD Available to the US* We give clear, friendly guidance, and calls to action First time listings on .ca 2005 CA Sell Your Item Example: After adding one line of educational text: Educational text put on the SYI form First-time listings in USD went up to almost 80 percent after educational text was put on the SYI form. 42% 51% 79% 84% 89%
15 How we all fit together
16 Our process 1. PM and UED discuss project 2. UED collaborates 3. Mocks, content & wireframes presented to PM, input from T&S, Legal 4. PM finishes PRD Voice / tone Brand Clarity consistency Visual hierarchy Good design Clean, simple Intuitive flows
17 Our process 5. PRD submitted to PD 6. PD builds pages 7. QA checks pages 5a. Help / Kana starts 6a. Help/Kana written 7a. Content OKs help 6b. Factualization 7b. Translation & Localization 8b. ICM checks content, help 8. QA OKd L T S - US L T S - Intl
18 And we do this globally, in 17 countries and 14 languages
19 How it all works together VOICE LANGUAGE eBays personality Welcoming tone Conversational Friendly Easy-to-understand terminology Speaking our customers language Using consistent terminology
20 How it all works together VOICE LANGUAGE GUIDANCE ORGANIZATION eBays personality Welcoming tone Conversational Friendly Easy-to-understand terminology Speaking our customers language Using consistent terminology Clear and logical flows for customers Making it easy to find and do things on eBay Explaining the hows and whys of eBay Offering assistance when its needed Providing clear instructions and next steps

More Related Content

eBay Global Content Strategy Presentation - 2008

  • 1. 1 April 3, 2008 The Global Content Management Story
  • 2. 2
  • 3. 3
  • 5. 5 Content encourages the cycle of commerce on eBay
  • 6. 6 Sometimes our customers need additional help.
  • 7. 7 And personal help when theyre very confused.
  • 8. 8 We also reach out to customers whove gone astray.
  • 9. 9 Voice and language is really important throughout this journey
  • 10. 10 We consider a lot of things when developing our strategy Page content Tone of voice Language Information hierarchy Guidance
  • 11. 11 We help users feel welcome and connected with our warm, conversational voice When it works When it doesnt This is friendly and encouraging! ** Businesslike and not inviting. ** How content strategy affects our customers When it works When it doesnt Make it simpler for us dumb people! ** We create a clear information scent This tells me where I am. ** When it works When it doesnt You didn't offer me any support on that. DO something!** We give clear, friendly guidance including call to action This is my first time selling, so the help was great. ** We use language that makes sense, consistently When it works When it doesnt I dont know what this means. ** the content is easy to understand and brings me a sense of belonging. ** ** User quotes
  • 12. 12 We use language that makes sense, consistently Benelux example: Changed Community to Forums (BENL) 0 100,000 200,000 300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000 2005M06 2005M07 2005M08 2005M09 2005M10 2005M11 2005M12 2006M01 2006M02 2006M03 2006M04 2006M05 BEFR BENL Number of Page Views 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 55,000 2005M06 2005M07 2005M08 2005M09 2005M10 2005M11 2005M12 2006M01 2006M02 2006M03 2006M04 2006M05 BEFR BENL Number of Total Posts 66% increase In page views 250% increase In posts
  • 13. 13 We create a clear information scent Customers Customers Email **UA Content Mgmt **UA Content Mgmt Analysis: - Helpful (Y/N) - Email Volumes - Page Views Results: Email Avoidance (avg over a year) - 4,000 emails/page = $8,000 - 130K emails/qtr = $260K **UA Content Mgmt Info. Org. - Re-order topics - Add screenshots - Add content - Change links Global Content Mgmt **User Assistance - UA
  • 14. 14 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Wk. 1 Wk. 52 USD Available to the US* We give clear, friendly guidance, and calls to action First time listings on .ca 2005 CA Sell Your Item Example: After adding one line of educational text: Educational text put on the SYI form First-time listings in USD went up to almost 80 percent after educational text was put on the SYI form. 42% 51% 79% 84% 89%
  • 15. 15 How we all fit together
  • 16. 16 Our process 1. PM and UED discuss project 2. UED collaborates 3. Mocks, content & wireframes presented to PM, input from T&S, Legal 4. PM finishes PRD Voice / tone Brand Clarity consistency Visual hierarchy Good design Clean, simple Intuitive flows
  • 17. 17 Our process 5. PRD submitted to PD 6. PD builds pages 7. QA checks pages 5a. Help / Kana starts 6a. Help/Kana written 7a. Content OKs help 6b. Factualization 7b. Translation & Localization 8b. ICM checks content, help 8. QA OKd L T S - US L T S - Intl
  • 18. 18 And we do this globally, in 17 countries and 14 languages
  • 19. 19 How it all works together VOICE LANGUAGE eBays personality Welcoming tone Conversational Friendly Easy-to-understand terminology Speaking our customers language Using consistent terminology
  • 20. 20 How it all works together VOICE LANGUAGE GUIDANCE ORGANIZATION eBays personality Welcoming tone Conversational Friendly Easy-to-understand terminology Speaking our customers language Using consistent terminology Clear and logical flows for customers Making it easy to find and do things on eBay Explaining the hows and whys of eBay Offering assistance when its needed Providing clear instructions and next steps

Editor's Notes

  • #10: Okay, this is sappy maybe the headline needs work.
  • #11: Might want to polish up the text here
  • #12: The build will appear with successive clicks however, it is not currently built as 4 separate columns.
  • #16: If we have time, Id like to re-do this, clean this up.
  • #17: If we have time, Id like to re-do this, clean this up.
  • #18: If we have time, Id like to re-do this, clean this up.
  • #19: Can possibly do a build where the flags appear in succession? need to find out how many languages eBay is in
  • #20: If we have time, Id like to re-do this, clean this up.
  • #21: If we have time, Id like to re-do this, clean this up.