Tag Archives: ebay partner network

The Growing Impact of Online Video

14 Dec

Several weeks back I was interviewed by my old friend, Mark Yoshimoto Nemcoff, at BlogWorld Los Angeles about eBay’s increased adoption of video in their communications strategy. And while I can’t comment on the larger eBay philosophy, I can say that in my role at eBay Partner Network, we’ve worked really hard to make video content a priority in our comms plan for the last year and a half. While this video obviously speaks to my work with eBay, I think the fundamental principles discussed here are important for every company to think about.

Are you using video in your marketing strategy? Why not? Does the cost seems prohibitive? Do you think it’s too much work? If your business is using video, what made you take that leap? How has it changed your relationship with your customers? I’d love to get your thoughts in the comments below.

A Look Back at BlogWorld Los Angeles

10 Nov

A Look Back at BlogWorld Los Angeles

Last week I attended BlogWorld Los Angeles in my capacity as Evangelist / Community Manager / Blog  Lead at eBay Partner Network. BlogWorld is always one of my favorite events each year because of the swell of creativity and passion that overflows from each attendee. In addition to meeting lots of new people, it’s always great to connect with old friends and reminisce about the old days of podcasting and the infancy of blogging. This year showcased the continuing maturity of the social media and online content space. Brands continue to take notice and choose to be part of the conversations on a very social level.

I put together this video recap as part of the latest season of ePN TV. Take a look:

You can read more about my experience over at the eBay Partner Network Blog.

BlogWorld New York

20 May

BlogWorld New York

On Monday I’m heading to New York for BlogWorld – the first since they bailed out of Vegas and decided to split the coasts in New York and Los Angeles. I’m curious to see how that changes the dynamic of the event. One of my favorite parts of BlogWorld in years past is that it didn’t feel so sales-sy like other events held in NYC. Instead, there was a genuine sense of community and connection inclusive of bloggers, podcasters and photographers. Will this event keep that same feel? I hope so.

I get in Monday evening and I’m there until Friday. I’m there representing eBay Partner Network and I’m looking forward to meeting some of our existing publishers. I’m also hoping to get a sense of the perception of ePN in the marketplace and what we can do to make it easier for content creators to work with us. Of course, I’m also excited to see old friends, enjoy some great food and a few cocktails.

If you’ll be in New York next week I hope you’ll track me down. Send me a message on Facebook or Tweet me. Safe travels to New York!

Grow Your Audience with Twitter

4 May

Grow Your Audience with Twitter

Today I wrote a post for the eBay Partner Network Blog that I think is very relevant to my readers here. I’ve often talked about the importance of using social media in a smart way that is centered around goals and building log term brand reputation:

From the ePN Blog:

“As publishers at eBay Partner Network, many of you use websites or blogs as part of your business model. That means you’re constantly thinking about how to increase traffic to those properties and stimulate more engagement with your brand. Today I want to talk to you about how you can accomplish that more effectively using Twitter.”

For me, using Twitter involves three major components:

1. Setting Up Your Infrastructure

Did you choose a Twitter handle that properly reflects and represents your brand? Did you complete your profile in a complete and thoughtful way? Did you include your URL?

2. Creating Excellent Content

A couple weeks back I wrote about how Content is King – that applies especially to social media channels like Twitter. How can you expect people to follow and engage with you on Twitter unless you have something interesting or important to say? A word of caution though: don’t use Twitter as a one-way broadcast channel. People get over that really fast. Instead, try to get involved in conversations and be part of a meaningful dialogue.

3. Building Your Community

This will take you a bit of time and effort and shortcuts will usually come back and bite you. I recommend following people that are into the same things that interest you. Do keyword searches for people that have the same types of interests and engage them in a discussion. Over time, people will see you a contributing member of the community and will start to follow you back.

Make sure you check out the full article over at the eBay Partner Network Blog for a deeper dive on these points.

The Value of Content Curation

4 Feb

The Value of Content Curation

When I pitch companies on digital marketing, the questions I get asked a lot are: what is the next big thing? What should we be out in front of online?

My answer? Content Curation.

The web is massive. There are so many places to find information about everything under the sun. Google helps for sure, but even still, wading through all that information can be a daunting task. For example, I am passionate about photography and DSLR gear. Last night I was looking for information on a particular lens so I Googled it. The results were overwhelming. I was given links to reviews, lowest prices, forum links, videos – all of varying quality and knowledge. It took me almost an hour to find exactly what I needed.

Taking that same theme of lenses and DSLRs, let’s take a look at one of my favorite sites, Cinema5D. They don’t create much in the way of original content. Instead, they gather the best stuff from around the web relating to DSLRs and feature it on their website in a reverse chronological blog format. It’s not necessarily a research tool, but it’s where I go daily to get a sense of what’s new and innovative in the world of DSLRs. They also have a great set of forums where members can discuss everything DSLR-related.

There are two strong pillars of the Cinema5D curation model that are important to our discussion. First, Jared Abrams, the face of Cinema5D is seen as a trusted curator. I put more stock in what he says because I’ve seen his track record and the quality of information he provides. Second, their articles and forum threads show up in search often when I’m looking for information on camera equipment. Because I trust the quality of Cinema5D’s work, I’ll almost always click on that result first.

What does this mean for your business?

As digital marketers this model is valuable for a couple of different reasons. There is a tremendous business opportunity here. Let’s take a look at the auto site Bring a Trailer. This site is for enthusiasts looking to purchase hard to find cars. The publisher gathers auto-listings from across the web on eBay, Craigslist and AutoTrader and builds content on his site from that. It’s a one-stop-shop for car geeks looking to purchase vehicles – without having to do all the searching themselves.

I produced this video for eBay Partner Network a few months back that talks specifically about content curation and Bring a Trailer:

Content curation is also a great way to create thought leadership for your company without having to do much actual thought leadership. So many of the companies I work with love the idea of creating a blog, but don’t have the resources in-house to write exclusive content several times per week. Sure, there are content services available, but the quality varies and it costs money.

Let’s look again at Bring a Trailer for a second. Imagine if you were an online auto parts store and were looking to create a relevant industry blog – Bring a Trailer would be the model I would use. The same holds true if I were an online camera store – I’d use Cinema5D as my blog and community model. They are both gathering great content from around the web and presenting it in a trusted way as “their view of the world” – as JJ McCarthy says in the video above. That’s some pretty powerful (and profitable) stuff.

What other examples of content curation have you seen? Have you created a business yourself around this concept? Are you using it to build thought leadership in your field of expertise? I’d love to get your thoughts.