1. Bringing eBay.be’s good deals to social media 15 December 2010 Leads United for Social Media Forum 2010

2. Starring Leads United, A LEWIS Group Company @leadsunitedaka @lewisprbe Pieter De Wit @pietraka http://pietr.wordpress.com The eBay-team at Leads United @brasjul, @delphinedepauwand @miek_gielkens

3. Global strength, local expertise 40% 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

4. Objectives Perpetuate and increase the position of eBay.be as most popular e-commerce site in Belgium

5. 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 Communications Strategy

6. Social media approach 1 Bring good deals to different social media platforms Build a community via daily social media outreach on FB and Twitter Use online influencersto reenforce message of good deals 2 3

7. Different platforms Facebook had more than 2.000.000 Belgian users at the end of 2009 We created the Christmas wishlistapp

8. Chic et pas cher Koopjesfanaat Community building

9. 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 ! Overalwaarikkom, hoorik over "de crisis". Tochvindiknog steeds overalkoopjes. Daaromhebiksamen met de mensen van eBay.be beslistdezekoopjeshierteverzamelen. Ookjijkanhier je bestekoopjesposten!

10. Community building @chicetpascher www.chicpascher.com jaiunbondeal@chicpascher.be Chic et Pas Cher @koopjesfanaat Facebook.com/koopjesfanaat ikhebeenkoopje@koopjesfanaat.be Koopjesfanaat

11. Community building >5000 fans for Chic et Pas Cher & Koopjesfanaat 45/55 NL vs FR 7/93 Twitter vs Facebook

12. Koopjesfanaat

13. Chic et pas cher

14. Minimum onegood deal a day React on remarks, questions & suggestions Tongue in cheek Mix of items in categories: Rules for eBay.be vs non-eBay.be and online and offline deals For 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

15. How we built the community Online outreachto online influencers via personal network consultants Press introduction eBay platform: banner + community Actions X-mas Tip of the day ContestTip of the day Valentine contest Cash in the atticcontest Facebook advertising

16. Actions Actions aimed at boosting the number of fans Cash in the attick Tip of the day Garden contest

17. Looking forward Value proposition: Evolutionfrom good deals during the crisis togood deals in general Notonly second hand – alsonew items (Luxury) brandscanbe found on eBay for a cheaperprice Neutral shopping is becoming more important (sell stuff tobuy stuff)

18. Online influencers Wardrobe Commando Campaign: Fashion blogger contest to position eBay as THE placetofindgood fashion deals Strategy: contest & photoshootwith 6 famousbloggers (3 BEFR, 3 BENL) doing a make-over forlessthan €200. Push via social media (FB & Twitter) and print media #ebaymode

19. Online influencers Chief Gifting Officer 73% of Belgianwomen are responsablefor a family’s Christmas gifts (eBay research) We wantedtodemonstratethatyoucanavoid busy shops byshopping online Six Belgianbloggersgottwo weeks and €200 tobuytheirdiealChristams gifts for family, friendsand readers Push via social media (FB & Twitter) and print media #cgo

20. Learnings Social media is hard work Think long term (long term relationships) Look foraddedvalue People have different expections on Twitter vs Facebook Conversations versus push Set milestonesforyour community Integrate online and offline communicationsfor maximum effect Everything is tracable online Ifyou offer money forcompetitions, double check forcheaters Facebook changes regularly, don’tcount on a single ‘set-up cost’

21. Contact Pieter De Wit – pieter.dewit@leadsunited.com - @pietr +32-3-466 01 88 Mastboomstraat 8 – B-2630 Aartselaar @leadsunited aka @LEWISPRbe