The Freewheelin Social Media Campaign
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This is a more complete, updated version of the original. The Freewheelin social media campaign won a WeMedia award in February, and was nominated for a Public Affairs Council Grassroots award in March - Where this document was first shared. Download the presentation for full speaker's notes.
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The Freewheelin Social Media Campaign
- 1. feeding an eco-health revolution @ the conventions Greg Matthews Twitter: @ chimoose
- 2. Health & Obesity 1 Transportation & Economic 2 Environmental & Carbon Footprint 3 4 Social Networks & Emotional Connection A difficult situation | A simple solution Freewheelin is a philosophy that is deployed through bicycle sharing
- 4. i. buzz Photo by Net_Efekt. Flickr.com/photos/wheatfields/116810137
- 5. ii. community Photo by Kirk Kandle. Flickr.com/photos/kirkwrites/2911258216
- 6. iii. content Photo by Orin Optiglot. Flickr.com/photos/orinrobertjohn/409812627
- 7. Step 1: Build participation and anticipation Used Meetup.com to identify 8 biking groups in Denver representing over 1,000 cyclists – who are already using the internet to connect. Arranged group rides and word-of-mouth campaign Created a page on facebook; advertised it to people in Colorado and Minneapolis. Generated thousands of page views and ~1,500,000 ad impressions
- 8. Step 1, continued: Build participation and anticipation Reached out to bloggers who’ve covered us; arranged for them and their readers to meet up for a ride Created a micro-blog feed on Twitter; followed by 600+ biking enthusiasts. Sending several posts per day about Freewheelin
- 9. Step 2: Generate Content Content Brings Community; Community creates Content After registering, users are given a card encouraging them to share their freewheelin experience – in pictures, videos and stories When they return their bike, they’re directed to an “upload station” where they can plug in their digital camera or cameraphone and upload images and videos directly to the Freewheelin Community site. They’re given a free memory card reader imprinted with the Freewheelin Community logo so that they can continue to upload images throughout the convention.
- 10. Step 2, continued: Generate Content We had Humana volunteers armed with smart-phones cycling around the city and “seeding” content to generate interest All content was moderated in real time and then posted to our portals on YouTube and Flickr
- 17. ride on!
Editor's Notes
- What you just saw was a video produced by an independent production company in Denver that was video-blogging the Democratic National Convention last summer. That was one of about a dozen videos that popped up on YouTube based on people’s experience with freewheelin, the bikesharing program we launched for the political conventions last year. And in case it seems strange for a company like ours to be interested in bikesharing, it’s really not . . . We’re looking to the future and seeing the need for companies – and a system – that can see beyond sickness management and into health. The consumer revolution has been raging for years in other sectors – retail, consumer goods, entertainment and media . . . And the signs of the healthcare revolution are slowly becoming more apparent. Our idea is to feed that revolution by creating programs that are all about the consumer, and all about how they can create health . . . And how we can help.