The Motorcycle Industry Association (MCIA) represents over 125 motorcycle companies and is responsible for promoting motorcycling in the UK. They launched a "Get On" social media site and online community to encourage people to sign up for their Free Ride scheme which allows new riders to try motorcycling for free. The "Get On" site provides a forum for feedback about the scheme, shares videos, photos and blogs from riders, and features celebrity bikers to promote motorcycling. The site has been successful, with 4,000 registered members engaging in the community by sharing 800 posts in the last 3 months. It has also helped increase the number of people experiencing motorcycling for the first time through the Free Ride

1. Case study: “Get On” Social media for the Motorcycle Industry Association (MCIA) @freshnetworks | info@freshnetworks.com | +44 (0)20 7692 4376

2. Represent over 125 companies from the supply side of the motorcycle industry Responsible for promoting motorcycling in order to expand the market MCIA currently offer a Free Ride scheme where new bikers can try out motorcycling for free Motorcycle Industry Association (MCIA)

4. Increase motorcycle sales in the UK

5. Promote engagement and interaction between riders and non-riders

7. Engaging the biking community “Get On” provides a forum for feedback about the Free Ride scheme. The community also contains videos, photos and blogs to encourage members to exchange biking stories, tips and advice about motorcycling.

8. Celebrities promoting the scheme Celebrity bikers appear on the site to encourage new bikers to take up motorcycling. Celebrities who have appeared so far include Taoi Cruz, Darren Gough and Danny John-Jules.

9. Valuable biking resource The site also contains links to valuable biking resources like current news and events, a dealer and trainer directory and a travel savings calculator.

10. Community satisfaction with “Get On”

11. Promoting interaction between bikers 4,000 registered members on the “Get On” community.

12. Engaging bikers online 800 photos, videos and blog posts in the last 3 months

13. Encouraging people to try biking 15,000people have experienced motorcycling for the first time through the Free Ride scheme .

14. Community stats for free ride scheme

15. Increasing riders with CBT certificates 2,500 people have taken their CBT – the first step to becoming a licensed rider.

16. Increasing interest in purchasing bikes 40% of community members have paid a visit to a bike dealer.

17. Influencing decision making process

18. ROI from motorcycle purchases 1,360new bike purchases have been made as a result of “Get On”.

19. Average spend on bikes

20. Encouraging sales of bike clothing 45% of community members have recently purchased bike clothing, with an average spend of £304.59

21. Client comment “FreshNetworks have really helped us maximise the use of social media to encourage people to take to the road. The “Get On” community is a lively, thriving place to find out more about riding a motorcycle or scooter and the community is actively encouraging people to sign up to the Free Ride scheme, generating real ROI for our stakeholders”. Miles Taylor, “Get On” Campaign Director, MCIA

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