Dear eBay Developers Program Members,
We’ve developed this handbook with the eBay developer and eBay business person in mind. As eBay grows, the community remains central to its development, and the same is true for the eBay Developers Program. The program exists to foster the growth of your business on eBay. So whether you are an individual developer flying solo with a new eBay application, or an enterprise-sized business launching a solution for thousands of eBay members, this handbook will enable you to tap into the power of marketing to the eBay Community.
As part of a continuing effort to showcase third party innovation, we provide this handbook to encourage you to share your solutions with other members of the community in order to make your eBay business as successful as possible.
Sincerely,
Max Mancini
eBay Developers Program
The first step to leveraging the power of eBay Web Services is to join the eBay Developers Program. If you are not already a member, join the program today by going to developer.ebay.com/join. Membership is free. For more information about joining the eBay Developers Program, visit our website at developer.ebay.com.
The eBay Developers Program publishes a bi-weekly newsletter to members to educate and inform them about eBay platform feature changes and new marketing opportunities. All members of the eBay Developers Program will receive a copy of this newsletter via email unless they opt out. Read the bi-weekly newsletter for news about the latest marketing opportunities for developers building applications on the eBay platform.
eBay Developers Program members are encouraged to take their application through the Compatible Application Check to ensure:
The eBay Solutions Directory, located at solutions.ebay.com, is the place the eBay Community can go to find an extensive directory of eBay tools and solutions all in one place. Our directory is marketed widely across the eBay.com website, in eBay communications and at eBay events.
eBay Community members use the Solutions Directory to find and compare solutions that meet their specific eBay business needs. They usually start with the type of application they are looking for, then narrow it down by the criteria that is the most important to them, whether it is category-specific support, countries supported, price or by the feedback left by others.
Once your application has passed the Compatible Application Check, you can include it in the eBay Solutions Directory for free to reach eBay Community members with information about your eBay tools or services. Community members can browse the directory to find the solution that’s right for their needs, then click through to your website to get more details about your solution.
To list an item in the eBay Solutions Directory, eBay Developers Program members whose applications have passed the Compatible Application Check can go to the My Account page in the Developer Website at developer.ebay.com, and click the “Solutions Directory” tab. Then follow the process to list the solution – and be sure to include your company or product logo.
Rating scores and detailed reviews are used in the eBay Solutions Directory to help users determine whether solution meets their needs. eBay Community members help each other make better purchasing decisions by rating solutions or services listed in the eBay Solutions Directory. Solutions are rated on a scale of 1 to 5 based on Features, Usability and Support. Services are rated based on Met Expectations, Quality and Value. eBay requires a minimum eBay feedback rating of 50 in order for someone to rate a listing in the Directory. Competitors or owners of solutions may not rate a solution. To report an issue with a rating or a listing in the Solutions Directory, send an email to . For more information about rating a provider in the eBay Solutions Directory, visit http://pages.ebay.com/help/sell/contextual/solutions-directory-ratings.html
To manage your Solutions Directory listings, go to developer.ebay.com and log in to your account. Go to the Manage My Account area, then go to the Solutions Directory Listings link in the Account Information area.
Certified Providers can list services they offer that aren’t tied to a specific software product.
Members may include localized versions of each of their listings to be displayed on the sites in international countries such as Germany, France and Australia. Members are not permitted to include URL addresses linking to their website in their descriptions. A button is included in the listing that will take the viewer off eBay to the member’s proprietary website for additional information or to purchase your solution.
Use your actual product, service or company name in your listing.
There are a number of ways you can get the most attention paid to your listing in the eBay Solutions Directory.
The eBay Certified Provider Program was established in August of 2004 to help grow eBay businesses. The program provides an abundance of marketing and educational resources to those who offer technical and non-technical services related to the eBay platform.
Among other benefits, the Certified Provider designation helps members of the eBay Community feel more comfortable about hiring providers to grow their eBay businesses. Certified Providers must satisfy certain objective criteria to show that they can provide eBay members with services and solutions to grow their eBay businesses. In addition to other criteria, participants must have extensive experience with eBay, pass a certification exam and provide a number of proven customer references that are checked by eBay.
Non-technical providers (Certified Service Providers) offer services such as auction strategy and Web site template design. Technical providers (Certified Solution Providers) offer services that include integration with the eBay platform and custom software development.
To learn more about applying to become an eBay Certified Provider, go to: http://developer.ebay.com/programs/certifiedprovider/
Once your application has passed the Compatible Application check, you will receive permission to use the “eBay Compatible Application” logo. You can use this logo to market your application on your website and in printed materials, subject to the license agreement. See the logo guidelines to learn more about the proper use of the eBay Compatible Application logo.
Once you have joined the eBay Developers Program, you are entitled to use the “Member of the eBay Developers Program” logo in marketing materials and on your website, subject to your license agreement. This logo designates your affiliation with the program.
The greatest market research tool eBay Inc. has about doing business on eBay is feedback from the eBay Community; the fact is, that information is readily available for you in the Community area of the eBay.com website at ebay.com/community. In turn, the more involved you get with the eBay Community, the more you will know about eBay and the eBay Community. This type of information and involvement will help you grow your eBay business. The best way to get involved in the community is to tap into community resources:
If you’d rather participate in a Group than start one, visit eBay Groups at http://groups.ebay.com to find hundreds of eBay Groups.
Members of the eBay Developers Program are invited to create their own eBay Group on eBay.com at no cost. eBay Groups bring together eBay members who share common interests, so you can create and grow your own community, and participate in discussions, newsletters, polls, calendars, and even share photo albums – all for free. eBay Groups can be open to the public or you can set them up to be private, and allow only select members to join.
Groups offer all kinds of benefits in terms of communicating with the community about your products and services, including:
To get started, click on “Community” at the top of any eBay.com page, then click “Groups.” Sign in using an eBay ID with 50 feedback or more, and follow the process for Start Group. If you’d like more information about starting your own eBay Group, look for eBay Groups under Help.
The eBay Developers Program allows third-party members to produce press releases relating to the program provided that they are newsworthy and provide community value. Some general guidelines we follow in regard to such releases include:
Usually, the eBay press release approval process takes between five to ten business days. Please note that at certain times this process can take much longer (holidays, around company events such as eBay Live! and the eBay Developers Conference, etc.) Please plan accordingly. There are three simple steps in developing a release and gaining eBay approval:
FOR IMMEDIATE RELEASE
HEADLINE (ALWAYS BOLD AND IN ALL CAPS)
SAMPLE: [NAME OF COMPANY] ANNOUNCES NEW WIRELESS APPLICATION FOR EBAY USERS [STATE WHAT IT DOES]
Subhead (In Italics, First Letter of Each Word in Capital Letters)
Sample: [NAME OF COMPANY] Application Enables eBay Users to Bid on Items Via Wireless Devices
City, State, Month, Date, Year – Lead Paragraph Here. The lead paragraph should tell the reader in four or five lines the basic details of why this is news.
Paragraph 2: Should provide additional details about the announcement and why it is newsworthy.
Paragraph 3: Possible quote from your company’s spokesperson relating to the work done, the application developed, problems that were solved, etc.
Paragraph 4: Summary paragraph, additional details or less important product specs to go here.
Paragraph 5: Your Company Boilerplate
###
Media Contact:
Your Name
Your Company
Email Address
Phone Number
Journalists will not respond to announcements that are not newsworthy. Be sure, prior to distributing the release, that your announcement is newsworthy, timely, and relevant to issues facing your customers today. While you can fax or email your release to a reporter to request their coverage of your story, there are also several services that you may use to distribute your release to journalists and the investment community. Cost and reach varies, and typically you will work with an account manager to determine which wire circuit provides the most effective distribution for your announcement. Some of the main wire services* are:
* eBay provides this information purely for reference and does not guarantee the pricing or services of any of the wire services.
If you aren't familiar with eBay’s annual gathering of the eBay Community, eBay Live! is “part family reunion, part classroom, and part trade show.” Above and beyond the keynotes, Q&A sessions and workshops, the event is attended by several thousand eBay enthusiasts. If you are interested in exhibiting at eBay Live! to market your solutions to the Community, start by completing a (email ). Submitting the form does not obligate you to exhibit. If your submission is approved, you will be sent a contract and floor plan for review. eBay approval is granted to companies that provide a relevant business solution or service to the eBay Community of buyers and sellers. For more information about eBay Live!, visit http://www.ebay.com/ebaylive to read what people who attended have to say about the event.
Consumers are increasingly skeptical about marketing, so the best way to communicate the effectiveness of your products and/or services is through actual customer quotes and case studies. Testimonial quotes enable your potential customers to, in essence, “check your references,” while case studies can help them understand what you do in practical terms.
Case studies are based on the successful business relationships you have with your customers. Since they are references, consider doing case studies with your most prominent customers. Just as a reference from a Vice President holds more weight than a reference from a Manager, a story about how you helped a large, well-known corporation increase sales will also hold more weight than successes with lesser known companies. Also, consider doing studies on your most interesting solution implementations. The more compelling your stories are to read, the more likely it is that your prospects will take the time to read them.
While case studies vary from company to company, all of them include these key elements:
Since you are creating case studies and testimonial quotes for marketing purposes, it’s a good idea to have your customer to sign a release form authorizing the use of their statement, before you publish the information. Once you have secured the interview and written the story, ask your customer to sign the release form based on the final version of the case study. Keep a copy of the release form in your files.
Because the legal needs of every company will vary, you should consult with an attorney when securing releases and nothing in this guide is intended to be, or should be understood to be, legal advice. We have included a sample of a release form on the following page, but be sure to ask your legal counsel to provide you with a release form to suit your own needs and requirements.
I hereby irrevocably authorize “company name” and its subsidiaries, agents, assignees and licensees (collectively, “company name”) to use the following (attached) statement in its marketing and promotional materials (the “Testimonial”):
I further authorize “company name” to attribute the Testimonial to me and, for that purpose, I authorize “company name” to use my name (and city and state of residence), likeness, signature, image and voice, as appropriate, in connection with the Testimonial. I understand that “company name” may edit my statement due to space considerations or for any other reason, and I consent to the editing or alteration of my statement.
I hereby release “company name” from any and all claims that I may have whatsoever in connection with the Testimonial, including without limitation claims at law or in equity, known or unknown, suspected or unsuspected, arising out of or related to the use of my likeness, name, and/or voice. I specifically waive California Civil Code Section 1542 which provides “A general release does not extend to unknown claims which the creditor does not know or suspect to exist in his favor at the time of executing the release, which if known by him would have materially affected his settlement with the debtor.” I hereby waive any right that I may have to inspect and/or approve the use of the Testimonial, or any collateral materials that may be produced by “company name” in connection with the Testimonial.
I hereby acknowledge that all right, title and ownership in and to the Testimonial, including any and all copyrights and moral rights, shall be the exclusive property of X and, to the extent I have any, I hereby assign all right, title and interest in the Testimonial to X. I represent that I am over the age of twenty-one, that I have the power and authority to sign this Release, and that I have no pre-existing obligation which may restrict or limit my ability to sign this Release, and that this Release will be binding on my heirs, representatives and assigns.
This Release shall be governed by the laws of the State of California applicable to agreements entered into in California. I hereby waive any and all equitable and injunctive rights and acknowledge that my sole remedy for a breach of this agreement or otherwise shall be solely an action at law for damages. This agreement is not subject to any guild, union or other collective bargaining agreement. This Release Form represents the entire agreement between the parties.
Signature:
Print Name:
Address:
Telephone:
Date:
If possible, consider offering prospective customers a free sampling of your product that perhaps expires after a couple of days or includes a limited number of your product’s features so they’ll get a taste of what you’re offering. However, if this is not possible, a self-running demonstration, or “demo,” is a very effective way to sample software to potential customers. Posting a demo to your website will enable those who link to your site from the Solutions Directory to sample your product and learn more about how it may meet their needs.
If you are interesting in hiring a designer to help you design a brand or logo to market your solutions to the eBay Community, consider finding a designer in the eBay Solutions Directory. Simply enter “logo design” into the Search box from the Solutions Directory homepage at http://solutions.ebay.com to find a vendor that specializes in what you need.