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Velo city 2011 presentation

Velo city 2011 presentation



Promoting cycling through social media

Promoting cycling through social media



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    Velo city 2011 presentation Velo city 2011 presentation Presentation Transcript

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