velo city 2011 presentation
Post on 04-Jul-2015
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How to promote cycling through social media
Martijn van Es
Welcome to The NetherlandsWelcome 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 NetherlandsSocial 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 The Twitter Bike brings people togetherpeople 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)
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