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Social media case study: The Motorcycle Industry Association

Guest post by: Jo Stratmann

Article Overview: Social media agency FreshNetworks has been helping The Motorcycle Industry Association to use social media to encourage new motorcyclists to take to the road by taking advantage of a Free Ride scheme they set up with their suppliers.

Social media case study: The Motorcycle Industry Association

The Motorcycle Industry Association (MCIA) is a collaborative group with members from over 120 separate motorcycle companies. As a group they have the main task of expanding the motorcycle market and creating an environment where motorcycling can flourish.

MCIA came to social media agency FreshNetworks with the key objectives of encouraging people to sign up to the free ride scheme that they run, increasing motorcycle sales in the UK, and opening up and enriching communication lines between non riders and riders alike.

Following the development of a robust social media strategy, FreshNetworks created a bespoke online community, "Get On", to meet the MCIA's objectives. Get On is a content-rich portal where hobbyists, enthusiasts and evangelists can post blogs, photos, stories, videos, tips and advice on care free, safe 2-wheel motoring.

First timers can also be involved, and are given a forum where they can bounce questions and concerns off the more seasoned and experienced community members.

Celebrity endorsement in the likes of Taoi Cruz, Darren Gough and Danny John-Jules has helped boost the community even further and has encouraged new bikers to take to the road.

So far the site has seen over 4,000 individuals sign up, with over 800 photos, videos and blog posts being posted in the last 3 months.

The site includes large amounts of useful information and links, including news, events, dealer and trainer directories and travel savings calculators. All of these elements are geared towards creating a fulfilling community that nurtures the MCIA's objectives, and gives motorcyclists a place to interact and pass on their knowledge to each other.

Since the beginning of the ‘free ride' scheme, around 15,000 people have biking gear to try their hand at motorcycling. This has subsequently resulted in over 2,500 new applicants taking their compulsory basic training (CBT) course, and over 1,750 new motorcycle and scooter purchases.

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Article Tags: freshnetworks, Get On, MCIA, motorcycle industry association, social media agency



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