Leads United aka LEWIS pr brings an eBay.be case at #SMF10
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Bringing eBay.be’s good deals to social media 15 December 2010 Leads United for Social Media Forum 2010
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Transcript of Leads United aka LEWIS pr brings an eBay.be case at #SMF10
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>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 – [email protected] - @pietr
+32-3-466 01 88
Mastboomstraat 8 – B-2630 Aartselaar
@leadsunited aka @LEWISPRbe
