eBay’s Jordan Koene on Infographics: Use Small Agencies to Create Viral Material
“Utilize small agencies to help you create great viral material. A small group that understands your brand intimately really can be a win-win,” assures Jordan Koene, who serves as the Head of Global Content at eBay, where he focuses most of his work on custom content for natural search and oversees the development of millions of content improvements for eBay working to advance eBay’s online presence.
“This approach has been a big success for eBay in terms of leveraging viral media,” says Koene, whose work includes eBay infographics like iPad 2 Global Sales, eBay Star Wars data and the Most Expensive Cars Sold Online. Along with his creative content work, he also contributes to eBay’s social media efforts by helping to build various blogs.
He offers this example of working with smaller agencies for viral material: “We use creative agencies that help just design infographics. They don’t do the viral push or the PR push. They just help us design great material. That helps us in long run because we can then create a perfect piece that matches our brand and message and not compromise all the other efforts around the company.”
Good advice, especially for many CMOs and branding managers who feel compelled to keep micro-project branded collateral in-house.
As an aside, Koene himself has plenty of experience with smaller shops and businesses. In fact, he also started various businesses, including MyLibros.com which operates online as a Spanish book store. He is also the founder of Web DMM and LikeMyPost.com, which provides fun opportunities in his spare time. A native Spanish speaker, Koene is a creative problem solver and marketer who can be reached here: Website: http://www.jordankoene.com. Twitter: @jtkoene.