The document outlines the social media strategy of a cycling team to build its brand and follower base. The team trained riders and staff on social media use, helping riders develop online identities to gain over 1 million combined followers. They teased the launch of the new team identity over social media, gaining 10 million impressions over 3 days. The communications manager discusses how social media has become integral to his daily job and the team's expectations around social media engagement.

3. #SPORTSYEAR2016
MARCH 3RD

7. The strategy
« Become the favorite team on the tour »
Communication
« We » live to ride
The team
Make this cycling team a team of human riders
The riders
Be part of our life
Be part of our victories
OUR OBJECTIVES

8. WE TRAINED ALL THE TEAM ON SOCIAL MEDIA

9. RIDERS STAFF
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10. + 1.000.000 followers
MORE THAN 1MIILIONS FOLLOWERS COMBINED

11. RIDERS MUST BECOME AN ONLINE BRAND

12. WE HELPED THEM WITH THEIR SOCIAL MEDIA IDENTITIES

13. TEASING ABOUT THE LAUNCH OF THE TEAM

14. REVEAL OF THE NEW IDENTITY OF THE TEAM

15. MORE THAN 10.000.000 ORGANIC REACH IN 3 DAYS

16. Philippe Maertens
Communications Manager
QUESTIONS FOR PHILIPPE

17. WHAT IS THE ROLE OF SOCIAL MEDIA TODAY AT TEAM KATUSHA ?
HOW DID SOCIAL MEDIA CHANGE YOUR DAILY JOB?
WHAT DO YOU EXPECT FROM SOCIAL MEDIA ?

18. LAUNCHING OF A NEW PRO CLOTHING CYCLING BRAND

19. PRO RIDERS FOR PRO PRODUCTS

21. IDENTIFYING KEY OPINION LEADERS THROUGH SOCIAL MEDIA

22. Users LobbyingBrands
Shops
Content & events
Media
UNDERSTAND LOCAL CYCLING ECOSYSTEM THROUGH SOCIAL MEDIA

23. London - @LadyVelo - 60k tweets - 6k followers - Eroica / Vulpine
IDENTIFIED CYCLING KEY OPINION LEADER IN LONDON

24. IDENTIFYING KEY OPINION LEADERS AROUND THE WORLD

26. Thank you