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 pro...
The Marketing / Design Deliberation

How to promote it
Tight deadlines
Blog versus dedicated pages & experience
SM is disr...
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
...
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.
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
Prsmsummit Trek Bicycle Toshare
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



  • Prsmsummit Trek Bicycle Toshare

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