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)