Twitterview with Specialized’s Chris Matthews: Social Media in Cycling

@matthewscd leading up to the Twitterview

Earlier today, I had the opportunity to proverbially sit down (on Twitter) and interview Chris Matthews of Specialized. During the 10 question conversation we discussed Social Media in the cycling industry in 140 character increments. We talked about the various changes in communications in the industry, bike design, and the future of the industry with these communication changes.

Please feel free to follow along and ask any questions you might have along the way. I want to keep the conversation going.

Enjoy!

the Twitterview.

1. @PaulMiser: Where do work and what do you do?

@matthewscd:

• Work at Specialized Bikes in Global Marketing, managing marketing communications between HQ and our worldwide offices.
• Social for sure, but social media is not my job. It just helps me sometimes.

2. @PaulMiser: When did you first jump into the social environment?

@matthewscd:

• Probably with mtbr.com and online dating, many years ago (the original social networks).
• Then facebook, which was just getting popular when I was graduating from Rotman.
• More recently in a leading role with Specialized Riders Club, which we started in 2006.

3. @PaulMiser: What role has social media played in your communications?

@matthewscd:

• Big. Just launched a dealer-focused campaign with matching step-by-step guide on using social media (thanks @kadisco).
• Plus: online videos, twitter, FB, and youtube channel. Plus whatever new social media launches next week or next year.
• Key is to remain open to new stuff.

4. @PaulMiser You recently presented at the Sea Otter’s BLC about social media, what was the industry’s response?

@matthewscd:

• Really good, people there made a point of finding us afterwards to say that they felt they really learned something.
• More and more top execs are now accepting that this is not a fad, it’s real.
• Also blog coverage after reinforced (and added depth to) what we were trying to get across http://tinyurl.com/d7bczu

5. @PaulMiser: With the passion that surrounds cycling, how do you think social media fit into the culture?

@matthewscd:

• SM is a megaphone for passion: it makes total sense that high passion cultures like cycling have latched onto this.
• it allows people in the crowd to be heard individually, as well as being heard as a crowd. People care, this is proof.

6. @PaulMiser: What is your favorite social media tool?

@matthewscd:

• Talking in real life is still a favorite (especially across cultures). But I love twitter for it’s forced brevity.
• I love Flickr for it’s singular focus on images, and I love wordpress for the power it offers to everyone who uses it.

7. @PaulMiser: With the cyclist now having a voice, how is that going to change bike design in the future?

@matthewscd:

• Yes and no (or maybe): it will allow better+faster feedback from larger crowd, some newer needs might be met faster.
• Think urban riding needs in specific communities, climates, or topographies
• But really advanced design will still come from the worlds top designers and engineers, focused on specific projects.
• They went to school for this sort of thing, and they’re really good at it.

8. @PaulMiser: What advice would you give to cycling companies not in social media yet?

@matthewscd:

• Find new roles the people who are getting in your way.

9. @PaulMiser: Who currently has the loudest voice in social media (cyclist, manufacturer, IBD)? Who should have it?

@matthewscd:

• Cyclists have the loudest voice by quantity, but it’s still only a small percentage who actually say anything.
• But loudest crowd isn’t key: it’s the chance to have loud individual voice, and connect that with a specific audience.
• Social media isn’t about one voice, or one group, it’s about *everybody*.
• As soon as one group tries to dominate the conversation, someone is gonna call bollocks on their authority to do so.

10. @PaulMiser: What is the future of social media in the cycling industry?

@matthewscd:

• It will continue to work for companies that are authentic to their brand and their values.
• then continue to evolve as tools that enthusiast industries can use to maintain 2way connections with their customers.
• Long term, I think it will divide the bike companies:
• the commodity-making brands will fall further out of favor with the core audiences
• cycling brands run by and designing for specific niche experience audiences will become stronger within those niches
• The gaps between what someone can buy, and why they buy, at WalMart or Target vs any real bike shop will increase.
• I worry for the middle-ground generic-focused (low price) bike shops, they will get further squeezed from both sides
• they’ll become more irrelevant to core cyclists and less able to compete on price with the retail giants like WalMart.
• Social media will contribute to this, but won’t be the only driving force.
• It’ll still be the actions of cyclists worldwide that will dictate the future of the industry, and who thrives in it.
• which means I’m actually pretty optimistic. Thanks

encouraged communication.

What are your thoughts? Would you like to add anything to the questions or answers?

Cycling Social Media Participation

I had a conversation yesterday with a couple Independent Bike Dealers yesterday about the cycling community really embracing the communication styles of social media. It really got me thinking. What is the percentage of all cyclists engaging in social media? So this morning I went out to find that answer.

In the Industry Overview 2008 performed by the NBDA, they identified there were 44.7 million cycling participants in the US in 2008. A pretty good number if you ask me, but still plenty of room to grow.

With the dynamic nature of social media, the actual cyclist participation is a little hard to narrow down. I used an aggregate search across Facebook, Twitter, LinkedIn, Ning, and blogs to identify over 5.6 million identified cyclists are participating on some kind of social media platform. That’s over 12.5% of all cyclists participating on some form of social media platform.

the point.

These 5.6 million cyclists that are participating in social media are discussing their cycling life, bikes, components, bike shops, experiences, racing, etc. If you’re a bike manufacturer, component manufacturer, IBD, product supplier, or race promoter chances are, there are discussions happening about your cause, product, or service. Are you listening and engaging in these conversations?

thoughts.

What are your thoughts about these numbers?

The Orbea Chronicles: Part 3 – The Conclusion

The last week or so, I’ve been discussing my girlfriend Toni’s quest for the perfect bike. I’ve identified why she bought the way she did and what could have happened to make Toni a “cult-like” follower for the brand. I won’t go into detail, you can go back and read for yourself. But, I’ve had a lot of response from this series and have been asked to elaborate a little on some key points.

Toni has actually commented on the part two post with some great insight into her thought process and what she would have liked to see post sale. I found something very interesting in what she said. “Especially as an athlete new to cycling, it would have been very exciting to have received an email from them. It would be great to have some sort of communication to interact with them and be able to ask questions.” This quick statement has completely proved my theory on the transition of power in the marketplace. There is a HUGE transition from marketers “pushing” messages to consumers “pulling” information that is pertinent to them as an individual. Consumers now want to be engaged in a conversation and have a voice in a relationship. Toni’s want to have a conversation with Orbea, is a natural occurrence and a change that we, as marketers need to adapt to.

So, How Do We Adapt to These New Communication Styles?

In Part 2, I outlined a few strategies Orbea could’ve taken to move Toni from excited customer to a passionate brand advocate. As I pointed out, the end goal for the brand is to integrate itself so deeply into the lifestyle of the customer that the brand begins to define the customer as a person. With that being said, I have broken down a strategy that Orbea could’ve taken to create this level of advocacy.

5 Strategies To Personality Defining Brands

Social Branding Strategy - Great results come from great strategy. Knowing what to say, how to say it, and who to say it to, puts your brand in a very powerful situation. Whether continuing a relationship from post sell to advocacy or reigniting a lost relationship in the social sphere, you need to know who you’re talking to, how to engage, and how to build the brand position.

Cult Creation - As illustrated by @Big Boy “The first rule of Orbea Club is - you do not talk about Orbea Club.” This is exactly the mentality you want your loyal followers to have, especially in the cycling community. To have a sense of belonging to a specific culture or community, really enhances certain emotional aspects tied to the purchase. Creating and engaging in these communities online will continue the culture creation as well as fuel the already burning loyal fire.

Viral Campaigns - Brands don’t go viral by themselves. It needs power, a voice, and a following. By simply creating a platform and empowering your loyal following, you can create a viral awareness that no advertising could mimic. These strategies could include having a YouTube channel and having seasonal Orbea Rider contests. Showing how Orbea fits into their life. How does cycling effect the rider and their world.

Interactive -Interaction is a determining factor for customer experience. The more experience the customer endures the more they will be involved. By interacting with loyal followers, you will enhance that loyalty as well as keep your brand on the top of mind for repurchase, cross sell, and up sell abilities. Some strategies for customer interaction could be Orbea branded iPhone or Facebook applications that could track mileage and capture goals. This would give Orbea a chance to engage again with that individual as they’re striving for their goals. Other strategies…Twitter Contests, Blogger Outreach, Orbea Trail tracking on Google maps, How to ride Wiki’s, etc.

Network Site Development - The days of one website is over. Networked sites are the future. Messages and components are communicated for highly targeted, highly defined niche segments. As Toni mentioned in her comment “The information on their website is limited, and I would like to learn more about them.” I know, from looking at the Orbea site is that it has tons of information. But what if, Orbea had a Networked Website? A specific page for the Dama TDA outlining every aspect of the bike; How it fits into the Orbea Culture; RSS Feeds from the ‘real time’ blogosphere and social sphere; Give both Orbea Pros and Weekend Warriors voices on the same platform (Orbea Rider blogs - how Orbea helps them compete) & (Weekend Warrior blogs) …

Conclusion

In conclusion…Riders want a voice and to be engaged. Give them voice and you will get advocacy. Enough said. Here’s some more “voice from real riders.” Are you listening?

“I bought it [Specialized Tarmac] because I too am a bike snob and it had the component group Ultegra with Dura Ace rear - you know what I am talking about. It was the frame, components and the paint job. What a great ride and I can’t wait for Spring to get back out there. Emotion runs high…”

- @Dave

“This was the bike [Orbea Onix Dama TDA] that would make me pumped for every single upcoming ride.”

- @Toni

“I know exactly what you mean by brand loyalty, Paul. However, I might put a little different spin on what you have discussed as wearing your brand as a badge. I almost feel like I have a closet loyalty to Giant. I love my Giant road bike, but when I was shopping around for the frame to build it up I felt guilty buying it…But when comparing apples to apples, a light, stiff, and aero frame is exactly that, no matter what the brand. So we can buy based on emotions, and do so without guilt.”

- @Dr JET

Open for Conversation

As always, I am always open to conversation. Feel free to reply publicly with a comment or contact me using any contact information on my “Contact” page. Happy Riding.

The Orbea Chronicles: Part 1 – What Happened

The past couple of weeks has been a very trying one. My girlfriend was in the market for a new road bike for her triathlons. Being an avid cyclist myself, I joined for the ride to help with technical questions, what she needs to look for, what materials, what components, etc. A little background…Toni is very independent, very information driven, and wants the best she can get for her money.

We started looking at entry level bikes around the $1000 mark. Here you find a heavier bike with low level components which is excellent of the entry level rider. Toni is a die hard athlete and wants to be as competitive as possible. Every bike shop we went to told her that she would have to upgrade in a few years to the next level bike, around the $2200 mark. Being a math major, she decided instead of spending a total of $3200 on two bikes in 2-3 years, she would go for the higher price point; all carbon, high level components.

This made me pretty excited…I am a bit of a bike snob. But anyway, being completely information driven like she is, we identified a list of about 15 bikes from different manufacturers and what each offered at this price point. Then we hit the streets. After every weeknight being spent in bike shops asking the same questions, and getting the same answers, I began to lose sight of the end prize…So what did I do? I turned to marketing and consumer buying behavior.

The Rest of the Story (shout out for Paul Harvey)

I sat her down and said, “Toni, each bike that we are looking at is practically the same bike. The same frame material, the same components, the same bike shop service, etc. The bike is a commodity.” And really that’s what any product is, a commodity. I then said, “your purchase decision is going to be based on how that bike makes you feel; the more powerful, emotionally charged a bike makes you feel, the better you will perform. Go with emotion.” So…she ended up choosing an all carbon Orbea. When I asked her why, she said, “I didn’t want to be like everyone else out there with a common brand like Trek or Specialized…I want people to see me as if I had secret, and think ‘Damn, that’s an amazing bike as I pass them!”

The moral of the story…

The product will always be a commodity. Consumers purchase on how that product would fit into their lifestyle and it would define them as a person. We all have an underlying desire to be somebody better. This emotional state drives a lot of our purchasing behavior.
Stay tuned to Part 2…What could have happened to build ever lasting loyalty…