Social Media Marketing - What Are You Doing?

WOOOOOSSSSHHHHH! - Was that the sound of a Social Media Marketing opportunity passing you by?

For the first time ever, Social Media Marketing is on the table as a legitimate option for companies and athletes in the endurance sports business. In this Fall's go-round discussions for marketing plans for 2012, I heard for the first time from key industry people, that they are looking more at an athlete's digital foot-print, their blog, their number of Twitter followers, and how many Likes they have on Facebook etc . . . . In a meeting recently with one of the leading players in the retail side of the triathlon business I was told, "We are definitely looking more at an athletes social media activity, more than anything else"!

All of a sudden, social media matters! Both sponsors and the sponsored need to get with the program! The traditional way for brands and other businesses to get their name out there was to sponsor athletes and then use their results on the podium, as the methodology to get exposure. This still works at the highest level for the best athletes in a sport that are on the podium. You get that exposure. Those are marketable results. Now, with the power of social media, for other athletes, the podium does not matter as much, or at all - they may give a company or a brand, greater exposure, and a more powerful and intimate connection to customers through that athletes social network(s).

In a recent conversation with a leading consultant in the triathlon business, who is involved with sponsorship at the highest level in the sport, I was told, "Twitter and blogs are where it's at"!

In the sport of triathlon and the endurance sports in general, we are lucky, in that we have as consumers, and customers, people who are early adopters of just about everything. In fact, way before we even knew what social media was, we had web sites like Slowtwitch and it's associated high traffic forum. This was well before Facebook was even a twinkle in the eye of a young Mark Zukerberg and tweeting was for birds only!

The game has changed almost completely. For brands and an A-List of athletes right at the top of the sport, the old model of marketing remains more or less the same. If you are one of these A-Listers, you are defined by your results. You can pull down large and good sponsorship contracts, with the biggest companies, based almost solely on your results. This is how the game has always worked for professional athletes.

Now though, as you start to move down the ranks of athletes and move away from the bigger brands, Social Media Marketing starts to become much more important. For the athlete, it's not that results don't matter, they still do, but at the end of the day, it's about how many people you can influence, and the bigger the athletes social network, the more influence they will have and the more valuable they will be to the brands and companies that sponsor them. Athletes have to remember that when all is said and done, they need to deliver value to their sponsors.

For great primer on all of the above and it's impact, I highly recommend you read Mitch Joel's, "Six Pixels of Separation" and follow his blog.

Social Media Marketing - What are you doing this year that's different?

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Flats

It's a fact of life - if you do a lot of riding, you are going to get flat tires.

Every year at the Interbike Trade Show there are a few companies touting their flat-less, non-pneumatic tires. That these tires are going to revolutionize cycling by eliminating the dreaded flat tire. Despite the claims, these innovations never seem to catch on and, the over one hundred year old technology of the pneumatic tire roles on!

And that leads us back to the flats. In a typical year, my wife, Professional Triathlete Paolina Allan and I get on average 2 - 3 on-the-road flats, in thousands of miles ridden. Last, year was typical - we had exactly three flats for the year between the two of us!

Paolina had two on one day and one ride - one going up Mt. Lemmon in Tucson, AZ and another coming down Mt. Lemmon. The picture above is me changing #2. #1 was a staple through the tire, and #2 was a small razor sharp piece of scrap metal that again went right through the tire. I note in the picture above, another group ride's support van had stopped and loaned us a floor pump - very kind of them.

I had one, on the day we road the Ironman Canada bike course in August. Just as we started to ramp things up heading up the Yellow Lake climb, I ran over a metal screw, that perfectly punctured through the tire. In all three instances the change-over to a new tube was made quickly, and we were on our way in a few minutes.

These three flats, were total flukes and, just plain bad luck. On message boards and forums I see many triathletes and cyclists are plagued with flat tires. What I do to minimize flats is as follows and it seems to work for us:

- Ride on the best rubber that you can afford. I see this often - people riding $5,000 bikes and really cheap tires. Up-grade your rubber. It's win-win: Better ride and less flats.

- Make sure your tires are installed properly. It's not that hard a skill. This should be a basic. Know how to do it, at home and on the side of the road. Practice it! Outstanding guide for clincher tube changing at the always informative Park Tool site.

- Always check tire inflation and pressure, before every ride! Buy and use a good floor pump for home use and for on-the-road know how to use a Co2 cartridge (always carry two) or mini pump.

- Between rides check your tires over carefully. Look for cuts, and small micro pieces of glass and metal imbedded in the tread/tire. Use a pin to dig the small things out of the rubber.

- Scan road ahead for obvious things that cause flats. If on a group ride, alert following riders to these issues. Don't get too obsessed about this, as you also need to focus on riding and other things.

- Try to find a tire and rim/wheel combo that goes on and off easily for both your every-day wheels and your race wheels. Some combos are terrible and require the strength of three men to make a change. You don't want that combo.

FWIW - we have had great success with the Vittoria EVO CX tires. These clincher tires are "expensive", but they meet all of my key tire criteria:

- Have amazing feel for the road.
- Roll straight and true and offer fantastic grip in corners.
- Despite claims of others, reasonably durable. Again, only three flats last year!
- Go on and off our regularly used wheels very easily.
- Are readily available in most good bike shops.

Despite all of this, flats happen. Be ready for them! Don't sweat it. Know what you are doing. Make the change, and get on with the ride!
How often do you get flat tires?

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Black Socks

Are you a member of the Brotherhood of Black Sock Wearers?

The Rules seem to have mixed feelings on black Socks for cycling. However, I think they have been overly influenced by a certain cyclist from the State of Texas.

My use of black socks for cycling goes back a number of years, and way before, Big Tex started doing it. It was based more on utility and pragmatism than anything else. Back in the early 90's I was living in Vancouver, B.C. For those who know Vancouver, know that it rains a bit in Canada's Lotus Land, and you are often out riding in what locals call "Liquid Sunshine", more than you would like. There were some regular group road rides that I would attend, and I noticed that the hardest of the hard-core guys, like mountain bike ace, Bruce Spicer would wear black socks. I would always return from these gritty, wet, winter rides with my nice white cycling socks, now several shades of grey - a grey that would not wash out, no matter how many times through the washing machine, I note. So I went black! Problem solved.

I can't take full credit for it, but when Sugoi started to make cycling socks, when I was working there in the late 90's, I pushed in a planning meeting, to "Make sure you offer those socks in black". Made sense, Sugoi was a Vancouver based cycling apparel company - we knew about riding in dirty and wet conditions.

Since then, the sock business has exploded - it's a new sub specialty product category all itself these days. If you walk into a cycling or running shop you'll be faced by a wall of socks, from a variety of manufacturers, and a rainbow of colour options and designs, beyond the basic white sports sock. There are even anatomically correct options for your left and right foot . . who knew?

However, my eyes are always drawn to the black socks. My current preferred socks are the DeFeet Aireator Black High-Tops (pictured above). Simple. Basic. Black. Never get dirty. Always look the same! However, as you can see, on a quick perusal of the DeFeet website, their socks come in many different colours with all kinds of funky and cool designs. With socks these days, you can go crazy! Check out these retina wreckers from my friend Joe Foster from Sock Guy.

Now, when you see another cyclist wearing black socks, I am not sure what it is but, it's usually a veteran, someone who's been around for a few years. The kind of fellow rider that you just have to give a nod, to, to know that he/she get's it! They've been around the block a few times. They are comfortable in their own skin, and on the bike. You can be comfortable sitting on their wheel, or next to them in the group. They'll be calm and cool! And perhaps most importantly, they don't have to worry about keeping their white cycling socks, white!

Are you a member of the Brotherhood of Black Sock Wearers?

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Cervelo For Sale

Full disclosure - I have been a Cervelo friend, fan and owner since almost day-one, so I'll get my biases out of the way right from the get-go.

More neutral and good analysis can be found by long time industry observer and the Publisher of Slowtwitch, Dan Empfield here, as well as on a bike industry blog the Inner Ring, or a good search on Google.

The news on Christmas Eve that Cervelo was seeking a financial partnership with the Dutch company PON, with a possible option to buy, came as a surprise to many - Official News Release. However, for those in the know and for those who know the challenges of growing, and growth in this sort of business it was no real surprise, but an inevitability. Rapid growth, of the kind that Cervelo has experienced over the past 10 years comes at a high cost. While all appears good and great on the surface, great product, impressive sales, and in Cervelo's case winning races, beneath the surface the financial strains can be excessive. Everything, and everyone has a breaking point, and it reaches a point when the principals, realize it's time to move beyond the honeymoon of that post-start-up period. That's the fork in the road where Cervelo is at.

It's been a great ride, for the company that Phil White and Gerard Vroomen founded in the mid 90's as a side-bar to a master's engineering thesis project both were working on together at Montreal's McGill University. They have barely set a pedal wrong along the way. They have been true innovators in bike design and engineering. The bikes have sold extremely well. FWIW, their bikes have won just about all the biggest races in both road racing and triathlon and finally and perhaps most importantly, the Cervelo brand has an extraordinarily dedicated and enthusiastic customer base.

I agree with the other analysis of this that the new financiers, and potential owners, PON would be foolish to somehow toss away all that success.

For White and Vroomen (Note - Vroomen left the day-to-day operations of the company mid-summer, but is still involved with Board of Directors), it can be an emotional process. This is something they founded, started-up and nurtured along. Most companies reach this fork in the road at some point. For a greater insight into how this feels for founders/owners two great reads right in the sporting goods space are: "Raising the Bar" by Clif bar founder Gary Erikson, and "Let My People go Surfing", by Patagonia founder, Yvon Chouinard. In both cases after much deliberation and a few false starts and stops, both Erikson and Chouinard decide to retain the ownership of their companies. There is not a right or wrong with this - it's a highly individual decision based on the situation that the owners/founders find themselves in when they reach that fork in the road.

It sounds very cliche, but to take a company and a business to that next level, whatever that level is, often takes considerably more resources and a very different mind-set than the original owners and founders have. Despite the Erikson and Chouinard stories, walking away can be very hard for the founders, but sometimes that is what is best for the brand. That happens a lot too.

What will happen with Cervelo and PON remains to be seen. The news is still fresh. However, as I said, the folks at PON would be foolish to tamper with what on several key levels has been a highly successful bike company and brand! Cervelo is set to launch in a few weeks the next generation of it's ground-breaking aerodynamic P-series time trial bike - the P5. For the immediate future and on into next year, my guess is that it will be business-as-usual with Cervelo setting precedents and creating good industry buzz, Cervelo bikes selling briskly, and then come the racing season in both triathlon and road racing, Cervelo bikes winning many races!

How do you feel about the potential sale of Cervelo to PON?

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Merry Christmas 2011

Some music for the season(click first)

Paolina and I would like to wish all our family, friends and online followers a Merry Christmas & Seasonal Greetings. Safe travels and training wherever you may be! Onwards to 2012!

Triathlon on a Road Bike?

On a recent trip to Arizona, I spent four days riding the new Cervelo S5 road bike (Thank you to Tribe Multisport in Scottsdale, AZ, and Cervelo for the loaner). This may be the most straight-forward, kick-ass road bike on the market. If Cervelo's numbers are right, it's as aero as many of the TT and triathlon bikes out there. Which got me thinking during the Ironman Arizona (IMAZ) race, where I spent a lot of time out on the bike course, watching triathletes ride. I noticed a micro trend: Triathletes doing the bike leg on a road bike, set up as a road bike, with no aero bars.

The other thing I saw was something that I have been seeing for a while now: Many triathletes riding state-of-the-art fully aero triathlon specific bikes, but riding a lot of the bike leg sitting up-right, hands on the base bar.

If you put the two groups together - road bike riders, and up-right tri-bike riders, it might have been a quarter of the race field at IMAZ. Maybe more!

This got me thinking - for these folks, why not just race the Ironman on a road bike? For sure there are people in Ironman races these days, who are looking for every advantage, wanting to go faster and faster, going for a top place in their Age-Group, and possibly qualifying for Ironman Hawaii. But there is also a large cohort of people these days doing Ironman races who have no thoughts, plans or goals along those lines. They just want to finish. This is a lofty and admirable goal in it's own right. However, with all due respect, these hard working and dedicated triathletes have more in common with Sportif category cyclists - not really racing, but not touring either.

Would these triathletes not be better off on a well fit, aero road bike such as the Cervelo S5? Surely they would be more comfortable and the bike would be much better handling than many of the set-ups I saw out on the IMAZ course. Many seem to ride these tri bikes in what appears to be very uncomfortable, unbalanced and precarious positions. If they can't maintain that classic aero position for more than half of the race or more, what's the point?

Sure, if we are to believe the numbers, athletes who choose to ride a road bike, as a road bike, will be giving up a few minutes of time on the bike leg due to the less aero body position on a road bike - but again, with all due respect, what's 5 - 10 minutes in a 12 - 17 hour day?

I know that many will think me crazy for having these thoughts or putting this forward, but from what I saw at IMAZ, I am just putting 2 and 2 together here and throwing in a bit of common sense.

What do you think - would it make more sense for some folks to just do triathlons on a well fit (aero) road bike?

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eMail to CBC re: Don Cherry

Dear CBC Sports,

When is enough, is enough for you with Don Cherry? I know that it's all about the ratings and the numbers as, I know that Cherry's, Coaches Corner segment is perhaps the most watched 5 minutes on CBC TV all week. However, it's reached the point that he's an absolute disgrace and embarrassment not just to you, but to the whole sport of hockey.

The man has lost all touch with reality. At one time, many years ago, he was remotely funny, but now he's just sad, and pathetic. Do the right thing and get rid of him, now! He's supposed to be a HOCKEY ANALYST - so get someone on there that really knows hockey - today's version of hockey, not how they played 30 years ago!!! Don lives in a time bubble and he's NEVER moved on from that. The game moved on from where Don is at, years ago.

How much does the back-lash against his offensive, and bewildering tirades (often not even about hockey), have to go on, until you take action. I always turn off the TV, or leave the room whenever Don comes on now - and I know that I am not alone in my disgust for his diatribes.

Best regards,

Steve Fleck
Aurora, Ont.