Bringing eBay.be’s good deals to social media

15 December 2010Leads United for Social Media Forum 2010

Starring• Leads United, A LEWIS Group Company

– @leadsunited aka @lewisprbe

• Pieter De Wit– @pietr aka http://pietr.wordpress.com

• The eBay-team at Leads United– @brasjul, @delphinedepauw and @miek_gielkens

Global strength, local expertise

LEWIS PR campaigns are run cross-border

Elevating brands is in our DNA

Innovative & creative consumer & trade

campaigns

Global, consumer experience at all levels

Leads United was acquired by LEWIS PR in 2009

Media relations, crisis communications, internal

communications, online communications

40%

Objectives

Perpetuate and increase the

position of eBay.be as most popular e-commerce site in

Belgium

Click icon to add picture Click icon to add picture

Communications Strategy

Generate traffic to the site through broad media coverage in the Belgian press (print/radio/TV) by using creative story angles, implementing PR campaigns, analyzing the retrospective data and push eBay via a daily social media outreach on FB and Twitter

Social media approach

Bring good deals to different social media

platforms

Build a community via daily social

media outreach on FB and Twitter

Use online influencers to

reenforce message of good deals

123

Different platforms

• Facebook had more than 2.000.000 Belgian users at the end of 2009

• We created the Christmas wishlist app

Chic et pas cher

Koopjesfanaat

Community building

Crisis – Crise?• J’entends le mot “crise” partout. Pourtant, je trouve encore des bonnes affaires ici et là. Avec les gens de chez eBay.be, on a décidé de vous faire profiter des meilleurs plans. N’hésitez pas à nous envoyer les vôtres ! Merci !

• Overal waar ik kom, hoor ik over "de crisis". Toch vind ik nog steeds overal koopjes. Daarom heb ik samen met de mensen van eBay.be beslist deze koopjes hier te verzamelen. Ook jij kan hier je beste koopjes posten!

Community building

@chicetpascherwww.chicpascher.comjaiunbondeal@chicpascher.be

Chic et Pas Cher@koopjesfanaatFacebook.com/koopjesfanaatikhebeenkoopje@koopjesfanaat.be

Koopjesfanaat

Community building>5000 fans for Chic et Pas Cher & Koopjesfanaat45/55 NL vs FR7/93 Twitter vs Facebook

Koopjesfanaat

Chic et pas cher

Minimum one good deal a dayReact on remarks, questions & suggestions Tongue in cheekMix of items in categories:

Rules for eBay.be vs non-eBay.be and online and offline dealsFor items found on eBay:

Feedback seller should be at least 10 (Ex : 2010-musicforlife (21))Positive feedback: 100% or as close to this as possible (sellers of first items should definitely have 100% positive feedback)Postage price (should not be too high)Ending of the auction (12 hours)

Rules of engagement

How we built the communityOnline outreach to online influencers via personal network consultantsPress introductioneBay platform: banner + communityActions

X-masTip of the dayContest Tip of the dayValentine contestCash in the attic contest

Facebook advertising

Actions

Actions aimed at boosting the number of fans

Cash in the attick Tip of the day Garden contest

Looking forwardValue proposition: Evolution from good deals during the crisis to good deals in generalNot only second hand – also new items(Luxury) brands can be found on eBay for a cheaper priceNeutral shopping is becoming more important (sell stuff to buy stuff)

Online influencersWardrobe Commando

Campaign: Fashion blogger contest to position eBay as THE place to find good fashion deals

Strategy: contest & photo shoot with 6 famous bloggers (3 BEFR, 3 BENL) doing a make-over for less than €200.

Push via social media (FB & Twitter) and print media

#ebaymode

Online influencersChief Gifting Officer

73% of Belgian women are responsable for a family’s Christmas gifts (eBay research)

We wanted to demonstrate that you can avoid busy shops by shopping online

Six Belgian bloggers got two weeks and €200 to buy their dieal Christams gifts for family, friends and readers

Push via social media (FB & Twitter) and print media

#cgo

LearningsSocial media is hard work Think long term (long term relationships)Look for added valuePeople have different expections on Twitter vs FacebookConversations versus pushSet milestones for your communityIntegrate online and offline communications for maximum effectEverything is tracable online

If you offer money for competitions, double check for cheatersFacebook changes regularly, don’t count on a single ‘set-up cost’

ContactPieter De Wit – pieter.dewit@leadsunited.com - @pietr

+32-3-466 01 88

Mastboomstraat 8 – B-2630 Aartselaar

@leadsunited aka @LEWISPRbe