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Prsmsummit Trek Bicycle Toshare
 

Prsmsummit Trek Bicycle Toshare

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  • Picture yourself in Jan 2009, economy, Lance&#x2019;s return. <br />
  • History of 1 off team bikes. <br /> Never said much or given people a place to go and learn more <br /> Project One and how it relates <br /> <br />
  • Our first story about a custom bike. <br /> And we made one more like it, a Time Tri bike but... <br />
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  • Understanding the great story here, we made it part of our document series. <br />
  • insight on how Lance and Trek came to see the bigger picture on how twitter and SM can raise awareness <br />
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  • The idea is born but not the details yet. <br />
  • March 7. Missed Opportunities for Trek here. Unsure of the details and how we fit. <br />
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  • Really, this is all about this date. <br />
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  • &#x201C;You should have seen the paperwork to get it into the country&#x201D; <br />
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  • Sotheby&#x2019;s, Nov. <br />
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  • Blog example and twitter example 51% follow less than 5, 34% haven&#x2019;t tweeted once, 73% less than 10 times, 1/4 of the users publish nearly all tweets <br />
  • Soho and UK example <br />
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Prsmsummit Trek Bicycle Toshare Prsmsummit Trek Bicycle Toshare Presentation Transcript

  • Casey Kohner Digital Marketing & Strategy
  • Trek, Lance, & Stages Social Media for Good
  • Trek Social Marketing - Then
  • Opportunities Facebook Global strategy Internal guidelines Specialty communities Resources
  • The Comeback - 1274 / 27.5
  • The Idea - Stages
  • The Opening Stages Opening, March 9, LA
  • The Marketing / Design Deliberation
  • The Marketing / Design Deliberation How to prioritize a social project with a traditional marketing schedule? Bumping projects planned 6-9 months ago Getting over your internal plans and pride
  • The Marketing / Design Deliberation How to promote it Tight deadlines Blog versus dedicated pages & experience SM is disruptive to long term plans in its nature
  • The Bikes of Stages
  • The Bikes of Stages Definition of the program March/April 2009 The Key Players Logistics
  • Lance & Twitter
  • The Lance Factor Twitter His content/voice strategy PR leading up to Tour de France Last-minute details
  • July 23, 2009
  • July 23, 2009
  • July 23, 2009
  • The Auction
  • “Stages” Auction, NYC November 9, 2009
  • Damien Hirst $500,000 KAWS $160,000 Kenny Scharf $45,000 Shepard Fairey $110,000 Marc Newson $110,000 Yoshitomo Nara $200,000 Stolen 1274 Bike $130,000 “Stages” Auction, NYC November 9, 2009
  • Trek Social Media - Now
  • Trek Social Media - Now Global strategy
  • Trek Social Media - Now New position for PR/Communications online
  • Trek Social Media - Now Guidelines for all employees and “ambassadors”
  • Trek Social Media - Now Facebook presence
  • Trek Social Media - Now Expanded Twitter reach
  • Trek Social Media - Now A social component to all campaigns
  • Key Takeaways
  • Key Takeaways Evaluate if social media compliments your industry or where your customers are spending time.
  • Key Takeaways Be agile.
  • Key Takeaways The website used to be about the product catalog. Now itʼs about the experience. (Weʼre still adapting.)
  • Key Takeaways Start small. Watch & listen.
  • Key Takeaways Stages is an extremely complex example but simple things work too.
  • Key Takeaways Try to start with a plan, resources, & internal checks.
  • Key Takeaways Kill it if the content isnʼt there.
  • Key Takeaways Customer service happens
  • Key Takeaways An honest Blackberry pic can be more powerful than a polished hi-res image.
  • Key Takeaways Hook a big fish.