1. The Bicycle Valet Social Audit Ashley Ball ashleyb3@uw.edu, @ashleyb3 John Yeager jyeager0404@gmail.com, @johnallenyeager Katya Yefimova kyefimova@gmail.com, @juniper_twigs

2. Executive Summary Put your client’s logo here 1

3. Executive Summary 2

4. Strong following on Twitter (1,073 followers) Good use of vine, photos, hashtags on Twitter Good volume of outbound tweets, @replies and mentions Links to social properties on the.com site clearly visible Twitter followers use brand’s account as source of information about The Bicycle Valet’s events Small Facebook fan base, only 210 likes Most Facebook posts get few or no fan interactions Not enough high-quality photos on Facebook Lack of non event-related, informational posts that would appeal to community’s interests Lack of cross-posting on social platforms Few posts on Facebook and Twitter that include a call to action Develop a unique, consistent brand voice to engage users across channels Identify influencers among Twitter followers and start conversations with them Grow number of Facebook fans through more engaging, shareable posts Use Foursquare to promote visibility at events and raise awareness of services Hard to get new Facebook likes if posts don’t become more engaging (e.g., have call to action) Appeal to community may be lost if posts don’t speak to interests: urban living, sustainability, cycling tips Low engagement on social channels hinders community’s awareness of service SWOT Analysis: The Bicycle Valet Strengths Weaknesses Threats Opportunities 3

5. Biggest number of Facebook fans, Twitter followers, and biggest share of voice Good use of photo posts on Facebook Good volume of outbound content on Twitter and Facebook Content developed with each channel in mind Good use of YouTube, with 30 videos and 131 subscribers Uses Flickr to post photos from events Number of posts, response time down on weekends Little cross-posting to different social platforms No buttons on.com site to allow users to post articles on social properties Bicycle valet service not promoted Flickr not being leveraged as a social tool, used only as a repository for photos Identify and engage with influencers who follow the organization on Twitter Tag users (with permission) who appear in Facebook photos or mentioned in posts Place links to social properties on the.com site above the fold Too many activism-related posts and not enough community-interest posts Very little information on social properties concerning the bike valet service. People won’t know about it if it’s not promoted Facebook posts on some days are too close together, can inundate fans’ feeds; may not all show up in fans’ feeds SWOT Analysis: SF Bike Coalition Strengths Weaknesses Threats Opportunities 4

6. Links to social channels clearly visible, above the fold on.com site Good use of photos, videos, hashtags on Twitter, Facebook Engages with advocates, influencers on Twitter Frequent updates on Twitter, Facebook Good use of posts that appeal to community’s interests (environment, well-being, education, civic life) RSS blog feed below fold on.com site, last update two months old Some cross-promotional links are broken Only 52 Facebook likes No other managed social media channels Establish cadence for Facebook posts Grow number of Facebook fans by posting content that includes people in the community (e.g., photos of volunteers) Develop content with each channel in mind Build community by starting conversations Brand casts a really wide net with Twitter post topics, making it difficult to target specific audience Using obscure Facebook hashtags creates clutter Not enough Facebook fans and Twitter followers to engage community through social media SWOT Analysis: HASTe BC Strengths Weaknesses Threats Opportunities 5

7. Fun, engaging brand voice on social media Has claimed and consistently uses brand hashtags on Twitter Good use of social media to promote brand’s events, campaigns Good use of Flickr with high-quality photos Uses YouTube, has 8 subscribers Lack of consistent branding creates confusion and fragmented presence. Three different brands on social channels: Roll Up Bicycle Valet, Melbourne Bikefest, Squeaky Wheel. Last Tweet, FB post more than a month ago Twitter link on.com site is broken Facebook posts are not frequent enough, no established cadence Cross-promote Flickr photos on other platforms Establish cadence and stick to it, even in winter Use Facebook page description field to explain fragmented brands and point people to the other social properties Use.com site as one-stop shop to access all managed social channels, since they are hard to find because of fragmented branding Not posting regularly on Facebook and Twitter may lead to losing community, even if it’s not biking season Lack of consistent branding may confuse people, make brand difficult to find Facebook posts that are too close together inundate fans’ feeds; may not show up in feeds SWOT Analysis: Melbourne Bikefest Strengths Weaknesses Threats Opportunities 6

8. Managed Channel Matrix All brands are on Facebook. With 11k fans, SF Bike Coalition’s audience is more than 4 times larger than the runner-up, Melbourne Bikefest. While The Bicycle Valet’s fan base (210) is smaller than that of Melbourne’s organization page, it’s comparable to that of Melbourne’s “Roll Up Bicycle Valet” product/service page (190). On Twitter, SF Bike Coalition has 9 times more followers than Melbourne Bikefest. At 1,528 followers, Melbourne’s base is 42% greater than The Bicycle Valet’s (1,073). Only two brands use YouTube. SF Bike Coalition has 131 subscribers and 30 videos. Melbourne Bikefest has 30 videos, but only 8 subscribers. SF Bike Coalition has had a Flickr presence since 2007. At 269 members, it has the largest presence, with members actively posting daily. The Bicycle Valet page (5 members) appears either abandoned or not yet developed. The Melbourne Bikefest has 0 members but lots of hogh- quality photos. HASTe is the only brand with a blog. Melbourne Bikefest and SF Bike Coalition both maintain outbound RSS feeds of “news” content, neither of which has been updated for 2 months. The Bicycle Valet posts weekly updates on its site in PDF format in a consistent, timely manner. The blog is HASTe’s strongest channel – with 44 in-links it’s the runner-up – but SF Bike Coalition dwarfs the competition with 970 in-links. *On Facebook & Twitter, this brand launched first as Melbourne Bikefest. Roll Up Valet (FB) and Squeaky Wheel (TW) pages have since been created, respectively augmenting and supplanting the original ones. For each channel, we’ve measured the largest existing presence. 7

9. Competitive Analysis Put your client’s logo here 8

10. Facebook Competitive Overview Insights: SF Bike Coalition has the biggest share of engagement, 95%, with the other three brands lagging behind. SF Bike Coalition is so much ahead on engagement because it has a consistent brand voice, a loyal fan base developed overtime (on Facebook since 2008), and a good volume of outbound posts. The Bicycle Valet claimed 2% of engagement. The brand lacks a consistent brand voice and only has 210 likes. Most posts are tied to events and generate few fan interactions. The Bicycle Valet could boost its share of engagement with better- quality photos, more informational posts that would interest its community and including calls to action. The Melbourne Bikefest, which is typically active on Facebook and Twitter, showed no engagement because there were no posts. The brand’s social activity likely went down because it’s winter in Australia. However, the brand should still maintain a social presence to keep its community engaged all the year. 9

11. Facebook Engagement on Admin Posts 10

12. Facebook Engagement on Admin Posts Insights: Status updates were the most engaging type of content across brands The Bicycle Valet posted a similar number of photos and links and got similar engagement levels As shown in the previous slide, The Bicycle Valet didn’t have a standout day in terms of engagement during the week analyzed Of the four brands, SF Bike Coalition got the most engagement, though it posted far fewer status updates than links or photos The three most popular posts (previous slide) were made by SF Bike Coalition: A photo post with a personal touch, a political status update in line with the organization’s status as an advocate for the bike community, and a link post with interesting information that appeals to the community. These have all the elements of successful posts. The Melbourne Bikefest had no engagement for the week analyzed because there were no posts HASTe BC was the only brand that posted video HASTe’s video posts resonated less than photo posts and links 11

13. Facebook Replies and Responsiveness Insights: SF Bike Coalition had the most user wall posts, 17, during this time period. SF Bike Coalition’s response rate was only 12%. Many of the user posts were comments on admin posts that did not need a response. They were conversations people were having with each other. Many of the brand’s responses were likes on users’ comments – a good way to acknowledge and reward participation. The Bicycle Valet had the highest response rate, 50%. This is good, but given that the brand only received two user wall posts during this time period, it means that only one post got a response. The post Bicycle Valet responded to, from a bike parking service in Chile, shows good conversation. The post Bicycle Valet did not respond to came from a user seeking more info on an event. It was a missed opportunity to engage HASTe BC posted during this time period but got no comments from fans. Their posts did not include a call to action – one of the elements that encourages comments from users. Bikefest made no posts since July 2. They need to post regularly, even though it’s winter in Melbourne. 12

14. Looking forward to having you at Food Cart Fest this weekend! Hi guys, how are you doing? We're a bike valet service from Santiago of Chile, and would love to get in touch to share experiences about what and how we both encourage cycling in our cities. You can find us on contacto@tecuidolabici.cl. Cheers! Hi guys, how are you doing? We're a bike valet service from Santiago of Chile, and would love to get in touch to share experiences about what and how we both encourage cycling in our cities. You can find us on contacto@tecuidolabici.cl. Cheers! The Bicycle Valet: Facebook Conversation Snippets Bring Your Bike! Join Us Tomorrow for “Kick Off” Event ! Thank you so much for looking after my bike today while I practiced Yoga. The valets you had there were lovely too! Thank you so much for looking after my bike today while I practiced Yoga. The valets you had there were lovely too! Thanks for your advice on bike valet parking - we parked over 400 on the weekend, heaps of fun! Thanks for your advice on bike valet parking - we parked over 400 on the weekend, heaps of fun! I work for BCF Casting and we are currently seeking Extras for the film "Words and Pictures" starring Clive Owen and Juliette Binoche which will be filming on Monday April 15th I work for BCF Casting and we are currently seeking Extras for the film "Words and Pictures" starring Clive Owen and Juliette Binoche which will be filming on Monday April 15th *Note: Positive quotes outlined in green, negative quotes outlined in red, neutral quotes outlined in grey. All of your events are making me very excited for spring/summer 2013! All of your events are making me very excited for spring/summer 2013! Found this photo on my cell phone, first night of Celebration of Lights... Bicycles, Burrard Bridge and the Moon Found this photo on my cell phone, first night of Celebration of Lights... Bicycles, Burrard Bridge and the Moon

15. Facebook Conversation Themes and Insights Key Insights: Fans turn to the page to learn about events served by The Bicycle Valet. There are few user wall posts on the page compared to admin posts (that’s why Facebook conversation snippets go several months back). The Bicycle Valet Facebook page has a small number of active fans who feel connected, establishing a sense of community. Businesses and other nonprofits use the page to reach out and make connections, which broadens The Bicycle Valet’s reach. Visitors with newsworthy events (e.g., Hollywood casting call crew) use the page to create buzz for their service, product or business. Similar organizations outside Vancouver use the client and its social channels as a resource to help start bicycle parking in other cities. 14

16. The Bicycle Valet Twitter Followers Keywords most frequently mentioned in profiles Insights: Top keywords break down into 3 categories, in descending order of mentions: Location (Vancouver, B.C.) Primary Interest (bike, cycling, bicycle) Sense of Community (social, community) 15

17. The Bicycle Valet Twitter Followers: Deep Dive Location- and bicycle-specific words removed Findings suggest: Followers value personal connections and a shared sense of belonging They see food, art, and music as integral parts of their lives in the city They have strong – and positive! – feelings about things (“love,” “lover”) Sustainability and a sense of social good are important to them 16

18. San Francisco Bicycle Coalition Twitter Followers Keywords most frequently mentioned in profiles Insights: Top-level keywords break down into 3 categories, in descending order of mentions: Primary Interest (bike, bicycle, cycling, bikes) Location (Francisco, Bay Area) Sense of community (community) 17

19. San Francisco Bicycle Coalition Twitter Followers: Deep Dive Location- and bicycle-specific words removed Findings suggest: Followers are passionate enthusiasts who embrace many interests They seek out new cultural experiences (food, music, travel, art) Aesthetics are important to them (design, designer, things) 18

20. HASTe BC Twitter Followers Keywords most frequently mentioned in profiles Insights: Top-level keywords break down into 4 categories, in descending order of mentions: Well-Being (active, health, healthy) Civic environment (school, urban) Primary Interest (cycling) Sense of community (community) 19

21. HASTe BC Twitter Followers: Deep Dive Location- and bicycle-specific words removed Findings suggest: Interest in how cities, schools and communities interact Improving young city dwellers’ lives is a common goal They see transportation reform as a key to sustainable living They value the integration of healthy activity into everyday life 20

22. Melbourne Bike Fest Twitter Followers Keywords most frequently mentioned in profiles Insights: Top-level keywords break down into 3 categories, in descending order of mentions: Primary Interest (cycling, bike, bicycle, bikes) Location (Melbourne) Secondary Interest (food, design) 21

23. Findings suggest: A visual nature: design, art, and views are all important Focus on enjoying life to the fullest (love, life, good, better, best) Followers value everyday indulgences (food, coffee) Potential concentration of digital professionals (nerd, media) Melbourne Bike Fest Twitter Followers: Deep Dive Location- and bicycle-specific words removed 22

24. The Bicycle Valet Twitter Activity and Engagement Insights: The Bicycle Valet sent 27 tweets, got 25 mentions and 15 retweets Cadence is driven by event timing, with means high points are on or near weekends: Mentions peaked on 7/26, a Friday, after Bicycle Valet sent out several tweets about which organizations’ weekend events they’d be working. Retweets peaked on Saturday 7/27, as word spread. Outbound tweets also peaked on Saturday 7/27, as the client sent out timely logistical information. On 7/31, a Thursday and an event day (Celebration of Light), the cycle began again. Midweek there is a lull; this might be a good time to send out evergreen content. 23

25. SF Bike Coalition Twitter Activity and Engagement Insights: Although SF Bike Coalition sent out only 26 Tweets in this period; it received nearly three times as many mentions (75) and retweets (67). Mentions peaked on 7/29 and 7/31. This correlates to posts about a city council debate on street design and updates about a city bike counter initiative. Retweets peaked on 7/30, which correlates to a post on bicyclist/pedestrian etiquette. 24

26. HASTe BC Twitter Activity and Engagement Insights: Significantly more tweets sent (11) than mentions (4) or retweets (3) Peaks in mentions on July 26, coinciding with a post that HASTe BC retweeted asking, Have your kids learned any new skills this summer?Have your kids learned any new skills this summer? Retweets of HASTe posts peaked on 7/29, when the brand posted a photo from the of a little girl learning to ride a bike with her dad. 25

27. Melbourne Bikefest Twitter Activity and Engagement Insights: There was no engagement at all during this week for @thesqueakywheel, Melbourne Bikefest’s Twitter account. This is likely due to the season in Australia – winter is not the ideal time for bike rides and events. However, the brand should maintain a social presence to stay relevant outside of events – off-season is a good time to post content that appeals to the community 26

28. Going to the Food Cart Fest @TheBicycleValet volunteer opportunities! Come down to 215 W 1st Ave! Admission is $2! Going to the Food Cart Fest @TheBicycleValet volunteer opportunities! Come down to 215 W 1st Ave! Admission is $2! One TO Tourist loves our Cycle Tracks, Greenways, Bike Boulevards & loves @TheBicycleValet!! http://ow.ly/nP6f1 One TO Tourist loves our Cycle Tracks, Greenways, Bike Boulevards & loves @TheBicycleValet!! http://ow.ly/nP6f1 The Bicycle Valet: Twitter Conversation Snippets Excited to see all my @TheBicycleValet friends tomorrow night! Come volunteer sometime. It's fun! Excited to see all my @TheBicycleValet friends tomorrow night! Come volunteer sometime. It's fun! What's better than @TheBicycleValet? TWO bike valets! Alternate loc at Jackson & Alexander. #powellstreetfestival2013 What's better than @TheBicycleValet? TWO bike valets! Alternate loc at Jackson & Alexander. #powellstreetfestival2013 @TheBicycleValet set up at @EPIC_Fest! Thanks for making this event even more sustainable! pic.twitter.com/dylYJrcWP8 @TheBicycleValet set up at @EPIC_Fest! Thanks for making this event even more sustainable! pic.twitter.com/dylYJrcWP8 Sign of the times: bicycle lot full! Nice work @TheBicycleValet #CarFreeDay #bikeyvr pic.twitter.com/7f11Lx1oWo Sign of the times: bicycle lot full! Nice work @TheBicycleValet #CarFreeDay #bikeyvr pic.twitter.com/7f11Lx1oWo RIDE YOUR BIKE! #Vancouver #SUNSHINE *squeee* Follow @TheBicycleValet See where to find them: http://thebicyclevalet.ca/calendar/ Please RT RIDE YOUR BIKE! #Vancouver #SUNSHINE *squeee* Follow @TheBicycleValet See where to find them: http://thebicyclevalet.ca/calendar/ Please RT *Note: Positive quotes outlined in green, negative quotes outlined in red, neutral quotes outlined in grey. 27 Thank YOU @TheBicycleValet! you guys & @WestPointCycles make the #biketoBard experience awesome! Thank YOU @TheBicycleValet! you guys & @WestPointCycles make the #biketoBard experience awesome!

29. Twitter Conversation Themes and Insights Key Insights: Twitter conversation is either positive or neutral, where followers have conversations with or about the client’s brand Twitter followers use the site to find timely information about upcoming events where the The Bicycle Valet service will be offered (e.g., Whitecaps FC soccer matches). Followers who are members of the local cycling community offer unsolicited endorsement and positive feedback from satisfied customers. Followers share warnings and safety tips to empower other Vancouver cyclists. Followers inform cyclists of special local promotional deals and meals with area businesses and partnering nonprofit organizations. 28

30. Managed Channel Analysis Put your client’s logo here 29

31. Facebook Key Insights and Recommendations Of the 25 photo posts added in 2013, only 7 had people in them. Of those, only 3 were facing the camera, and only 1 was in focus, with a clearly visible face. To build a sense of community, reduce number of photos of bikes and signage; post more photos that feature people. More than 50% of the past month’s 19 posts were event posts: In some instances a new post was created for each day of a multi-day or event, and the same photo was used for each. This clutters the feed. In others, the photo used to create the event was then re-used for a photo post. Consider using text-only event posts to avoid confusion. Do not post a photo more than once Responses to community are quick, with a friendly, helpful, yet professional tone. Keep it up! Try to respond to every user post or comment Post-event photo albums generate scattered “likes,” but not significant engagement. Solicit photos from attendees, or (with permission) tag people in photos so that their friends see them. In addition to posting about events, create more posts with personal hooks (e.g., shout-outs to volunteers) and relevant content for the community (e.g., 10 Best Bike Rides in British Columbia). 30

32. pho Twitter Key Insights and Recommendations Good use of Twitter for timely communication during events Responsive and friendly with replies, and quick with retweets Good idea to send weekly update via Twitter as well as featuring it on website Lots of photos and videos “buried” under static thumbnails at left rail. These could be displayed on Facebook and Flickr to build engagement Lack of cross-promotion to Facebook, other owned channels Add links to other social channels above the fold Just like on Facebook, few photos of people; even fewer of people facing the camera Prominently display a “people” photo on main page Organization uses hashtags to reference locations and events, but not its own initiatives Create dedicated #BCBikeLove hashtag, use consistently. This hashtag is not already in use, would allow to create a filter for conversations with followers and track those conversations. 31

33. pho Flickr Key Insights and Recommendations It appears this is an abandoned page for staff and volunteers. However, it’s searchable & thus reflects the brand. Initial recommendations: Remove date from title, blurb to make page evergreen Replace main image of wheat with more relevant photo If possible, remove default camera icon. Photos visible at main contributor’s Flickr stream are static: parked bikes and signs. These offer a sense of event scale, but not emotional connection. Create photo sets emphasizing connection and featuring smiling faces: People enjoying the events sans bike People saying goodbye to, or being reunited with, their bikes Volunteers interacting with event attendees 32

34. Recommended Outbound Posts Put your client’s logo here 33

35. pho Photo posts Facebook Thanks to all the amazing volunteers who helped us park X number of bikes at Name of Event. Want to volunteer? Here are the details: http://thebicyclevalet.ca/ volunteer/ http://thebicyclevalet.ca/ volunteer/ Happy birthday to longtime volunteer Fraser McEwan (pictured here with his trusty Trek & trademark grin)! Please join us in wishing him many happy returns! Those of us who ride bikes in the city must always keep an eye out for cars. Check out this great article on five most common types of bike- car collisions and how to avoid them: http://www.bicycling.com/training- nutrition/injury-prevention/ride-smart http://www.bicycling.com/training- nutrition/injury-prevention/ride-smart Interesting read on Vancouver’s growing bike theft problem. “Bikes are transit devices that reduce gridlock, remove carbon from the air, and greatly assist in the drive for better public health,” Michael McCarthy writes, “They are not toys.” What do you think is the best way to reduce bike theft? http://www.vancouversun.com/news/Bike+theft+growing+i ndustry/8478994/story.html We’re ecstatic the West End Bike Route passed (after much debate) – what do you think?after much debate When the event season dies down, we’re heading out on a good long bike adventure. Quick poll: mountains or seashore? Link posts Status posts 34

36. pho Twitter (Include url) (Take photo of smiling volunteers, faces clearly visible) https://bikehub.ca/bik e-routes http://www.theglobeandm ail.com/news/british- columbia/why-vancouvers- bike-lanes-have-made-it-a- city-to- watch/article13570482/ Biking to tonight’s #WhiteCapsFC game? This road closure may affect you: What’s your favorite place to ride a bike in or near #Vancouver? Use hashtag #BCbikelove It’s Sunday, and that means we’ll be at #FoodCartFest again! Are you going? (Send one tweet related to the festival every time you work there) Thanks to our amazing volunteers who helped us park X number of bikes at #NameofEvent today #BCbikelove Did you know @WeAreHub has a list of resources to help you plan #bikeroutes? Take a look, this is really helpful! #BCbikelove Hey cyclists, check out this article on Vancouver’s bicycle lanes in the @globeandmail What do you think? 35

37. pho Foursquare (recommended platform) Food Cart Fest location: https://foursquare.com/v/ food-cart- festival/51c738f2498e16a 8c4b31057 Stanley Park location: https://foursquare.com/v/ stanley- park/4bf9d57e8f32ef3b12 c504aa Tip: A great opportunity for the community to get together. AND The Bicycle Valet will park your bike for free :) WhiteCapsFC location: https://foursquare.com/v/ whitecapsfc/502c52f2e4b 08345cb64dacd Check in at WhiteCapsFC whenever you are working there, cross-post to Twitter. Food Cart Fest location: https://foursquare.com/v/ food-cart- festival/51c738f2498e16a 8c4b31057 WhiteCapsFC location: https://foursquare.com/v/ whitecapsfc/502c52f2e4b 08345cb64dacd Tip: You can park your bike for free with The Bicycle Valet. See our profile for details. Check in at Food Cart Fest every week, cross-post to Twitter. Check in at most events where you provide service. Tip: Ride around the Seawall enjoying beautiful vistas, pedal past the Rose Garden and stop for a picnic on the beach. Post a photo on location of major events served: Volunteers, community members on bikes, people at event, guests with Bicycle Valet signage. E.g., this photo from Bicycle Valet’s website would have been a good fit. 36