Prsmsummit Trek Bicycle Toshare
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,183
On Slideshare
1,179
From Embeds
4
Number of Embeds
2

Actions

Shares
Downloads
27
Comments
0
Likes
0

Embeds 4

http://www.slideshare.net 3
http://davidsancheza.wordpress.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide















  • 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.