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Prsmsummit Trek Bicycle Toshare
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Prsmsummit Trek Bicycle Toshare

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  • Picture yourself in Jan 2009, economy, Lance’s return.
  • History of 1 off team bikes.
    Never said much or given people a place to go and learn more
    Project One and how it relates

  • Our first story about a custom bike.
    And we made one more like it, a Time Tri bike but...


  • Understanding the great story here, we made it part of our document series.
  • insight on how Lance and Trek came to see the bigger picture on how twitter and SM can raise awareness

  • The idea is born but not the details yet.
  • March 7. Missed Opportunities for Trek here. Unsure of the details and how we fit.
























  • Really, this is all about this date.

  • “You should have seen the paperwork to get it into the country”

  • Sotheby’s, Nov.















  • Blog example and twitter example 51% follow less than 5, 34% haven’t tweeted once, 73% less than 10 times, 1/4 of the users publish nearly all tweets
  • Soho and UK example



  • Transcript

    • 1. Casey Kohner Digital Marketing & Strategy
    • 2. Trek, Lance, & Stages Social Media for Good
    • 3. Trek Social Marketing - Then
    • 4. Opportunities Facebook Global strategy Internal guidelines Specialty communities Resources
    • 5. The Comeback - 1274 / 27.5
    • 6. The Idea - Stages
    • 7. The Opening Stages Opening, March 9, LA
    • 8. The Marketing / Design Deliberation
    • 9. 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
    • 10. 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
    • 11. The Bikes of Stages
    • 12. The Bikes of Stages Definition of the program March/April 2009 The Key Players Logistics
    • 13. Lance & Twitter
    • 14. The Lance Factor Twitter His content/voice strategy PR leading up to Tour de France Last-minute details
    • 15. July 23, 2009
    • 16. July 23, 2009
    • 17. July 23, 2009
    • 18. The Auction
    • 19. “Stages” Auction, NYC November 9, 2009
    • 20. 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
    • 21. Trek Social Media - Now
    • 22. Trek Social Media - Now Global strategy
    • 23. Trek Social Media - Now New position for PR/Communications online
    • 24. Trek Social Media - Now Guidelines for all employees and “ambassadors”
    • 25. Trek Social Media - Now Facebook presence
    • 26. Trek Social Media - Now Expanded Twitter reach
    • 27. Trek Social Media - Now A social component to all campaigns
    • 28. Key Takeaways
    • 29. Key Takeaways Evaluate if social media compliments your industry or where your customers are spending time.
    • 30. Key Takeaways Be agile.
    • 31. Key Takeaways The website used to be about the product catalog. Now itʼs about the experience. (Weʼre still adapting.)
    • 32. Key Takeaways Start small. Watch & listen.
    • 33. Key Takeaways Stages is an extremely complex example but simple things work too.
    • 34. Key Takeaways Try to start with a plan, resources, & internal checks.
    • 35. Key Takeaways Kill it if the content isnʼt there.
    • 36. Key Takeaways Customer service happens
    • 37. Key Takeaways An honest Blackberry pic can be more powerful than a polished hi-res image.
    • 38. Key Takeaways Hook a big fish.