Velo city 2011 presentation

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Promoting cycling through social media

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Velo city 2011 presentation

  1. 1. How to promote cycling through social media Martijn van Es
  2. 2. Welcome to The Netherlands <ul><li>25% of all transportation by bicycle </li></ul><ul><li>Bicycle is the main transportation method on trips between 1 and 4 km. </li></ul><ul><li>Dutch people cycle on average 900 km/year </li></ul><ul><li>Cycling is safe, fast and comfortable </li></ul><ul><li>But... </li></ul><ul><li>50% of all car journeys <7,5 km </li></ul><ul><li>Strong geographic differences </li></ul><ul><li>Immigrants and middle-aged males don’t cycle often </li></ul>(cc) Charles Roffey
  3. 3. <ul><li>Holland is cycling! </li></ul><ul><li>Three year campaign </li></ul><ul><li>Fietsersbond, NISB & partners </li></ul><ul><li>Trying to get people out of the car, onto the bicycle. </li></ul><ul><li>The cycle toss helps people to choose between car and bicycle. </li></ul>
  4. 4. <ul><li>Physical coin </li></ul><ul><li>Online version (Flash) with figures </li></ul><ul><li>Mobile version (HTML) for smartphones </li></ul>
  5. 5. Social Media in The Netherlands <ul><li>54% 25-55 year olds active on social networks </li></ul><ul><li>One large local player: Hyves (youth-oriented) </li></ul><ul><li>Facebook is growing, but still smaller </li></ul><ul><li>Twitter: ±450.000 active accounts </li></ul><ul><li>Many influential people (celebrities, politicians) are on Twitter, generating a lot of media attention </li></ul><ul><li>Mobile internet services are growing fast </li></ul>(cc) Marc van Woudenberg
  6. 6. Meet the Twitter Bike! (cc) René Wouters
  7. 7. Meet the Twitter Bike! <ul><li>4 bicycles: simple but strong </li></ul><ul><li>Everybody can apply, but we focus on connectors and invite celebrities. </li></ul><ul><li>We lend them a bike for a week, they report on Twitter ( #twitterfiets ) about their experiences. Most of them do, some of them don’t. </li></ul><ul><li>We reply and retweet actively on @nederlandfietst </li></ul>
  8. 9. Results <ul><li>Lots of media attention, mainly in local press </li></ul><ul><li>Buzz around the Twitter Bike attracted Gazelle as sponsor/supplier of the campaign. </li></ul><ul><li>Many participants said the week on the Twitter Bike has changed their transport habits </li></ul><ul><li>And… </li></ul>
  9. 10. The Twitter Bike brings people together
  10. 11. 5 lessons learnt <ul><li>Keep it simple </li></ul><ul><li>Keep it social – talk with the participants </li></ul><ul><li>Keep your expectations low – Start small and let it grow organically </li></ul><ul><li>Appeal to people’s vanity and personal branding </li></ul><ul><li>Accept that you can’t please everyone. </li></ul>
  11. 13. How would you promote bicycle use through social media?
  12. 14. MARTIJN VAN ES (@martijn) Fietsersbond (@fietsersbond) Heel Nederland Fietst (@nederlandfietst)

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