Social media case study: MCIA

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Social media case study describing how social media agency FreshNetworks helped MCIA use social media to encourage new bikers to take to the road.

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Social media case study: MCIA

  1. 1. Case study: “Get On”<br /> Social media for the Motorcycle Industry Association (MCIA) <br />@freshnetworks | info@freshnetworks.com | +44 (0)20 7692 4376<br />
  2. 2. Represent over 125 companies from the supply side of the motorcycle industry <br />Responsible for promoting motorcycling in order to expand the market<br />MCIA currently offer a Free Ride scheme where new bikers can try out motorcycling for free<br />Motorcycle Industry Association (MCIA)<br />
  3. 3. MCIA social media goals<br /><ul><li>Encourage people to sign up for the free motorcycle scheme
  4. 4. Increase motorcycle sales in the UK
  5. 5. Promote engagement and interaction between riders and non-riders
  6. 6. Provide rich, relevant information to members</li></li></ul><li>Our solution: “Get On” <br />After developing a<br />social media strategy<br />for MCIA we built them<br />a bespoke online community called “Get On” to address their key business needs.<br />The site can be accessed via its own url (www.geton.co.uk) or from the main MCIA website. <br />
  7. 7. Engaging the biking community<br />“Get On” provides a<br />forum for feedback<br />about the Free Ride<br />scheme.<br />The community also<br />contains videos,<br />photos and blogs<br />to encourage<br />members to exchange<br />biking stories, tips and advice about motorcycling. <br />
  8. 8. Celebrities promoting the scheme<br />Celebrity bikers appear on the site to encourage new bikers to take up motorcycling. <br />Celebrities who have appeared so far include Taoi Cruz, Darren Gough and Danny John-Jules. <br />
  9. 9. Valuable biking resource<br />The site also contains<br />links to valuable biking resources like current news and events, a dealer and trainer directory and a travel savings calculator.<br />
  10. 10. Community satisfaction with “Get On” <br />
  11. 11. Promoting interaction between bikers<br />4,000 registered members on the <br />“Get On” community.<br />
  12. 12. Engaging bikers online <br />800 photos, videos and blog posts in the last 3 months<br />
  13. 13. Encouraging people to try biking <br />15,000people have experienced motorcycling for the first time through the Free Ride scheme .<br />
  14. 14. Community stats for free ride scheme<br />
  15. 15. Increasing riders with CBT certificates<br />2,500 people have taken their CBT – the first step to becoming a licensed rider.<br />
  16. 16. Increasing interest in purchasing bikes<br />40%<br />of community members have paid a visit to a bike dealer.<br />
  17. 17. Influencing decision making process<br />
  18. 18. ROI from motorcycle purchases<br />1,360new bike purchases<br />have been made as a result of “Get On”.<br />
  19. 19. Average spend on bikes<br />
  20. 20. Encouraging sales of bike clothing<br />45%<br />of community members have recently <br />purchased bike clothing, with an <br />average spend of <br />£304.59<br />
  21. 21. Client comment<br />“FreshNetworks have really helped us maximise the use of social media to encourage people to take to the road. <br />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”.<br />Miles Taylor, “Get On” Campaign Director, MCIA<br />
  22. 22. © Copyright FreshNetworks 2009<br />

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