The giro - the core and the beauty

There is something about the giro. For many years, my focus was solely on the tour and the classics.  The standard way of approaching the sport as a fan, I suppose. But as in-depth knowledge and interest increases, so does the horizon, right? The sport is constantly evolving, races started as a mean to sell newspapers now evolved into multi-million dollar arenas for business, brands and R&D. All rather neatly tied together in an eternal battle, organisers vs organisers, town vs. town and country vs. country. To the enjoyment for thousands of fans all over the world.
Many have written their reviews of the giro 2012, and probably way better than me so I felt a need to do something a little different, I wanted to explain why the giro has become dear to me.

Development on all sides
For many, being the little brother is a constant struggle, always struggling to gain the upper hand. For others, being that kind of brother is all good, being the "attacker". After all, choosing to set a new course is a lot easier with a small organisation than a big one. I don't know if or how the organizers behind the Giro, the RCS, felt during the years. Plus the fact that the RCS really are not a small organisation as a whole. Just take a look at some of the interests they have on this "wheel of fortune".

Wheel of fortune 

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The giro organisers have set a new course. Those of you who know this blog have probably seen the interview I did with giro boss and twitter nice guy Michele Acquarone before he became giro general, as well as the one with marketing and communication manager for the giro, Marco Pansana. In these interviews we get to know more about the individuals working there and the ideas that formed into strategy for the RCS.

True to the core
For what is worth the giro hasn't changed much. From the outside that is. Still considered the second largest of the GTs, still taking place in Italy (mostly), and it features many of the climbs the race has given us epic memories from. So far so good. In business, this is called "true to the core". The giro has found its place so to speak. It is not the pinnacle of the sport, that is obviously the tour, but why pick a fight when there is plenty for both? 

As Acquarone tweeted earlier; "the giro is the toughest stage race in the world." How is that for a vision? I'm sure it will have an appeal to riders, not only the ones originating from Italy. It can tip both ways, as the RCS learned during and after  the 2011 edition of the race, which ended in Zomegnan's exit. The RCS claims to have found the balance this year, but still say the giro is "the toughest race in the world's most beautiful place."
As a sidenote I remember a conversation I had with the eminent photographer Jered Gruber during RVV. Knowing that Jered is deeply connected to G'bergen I asked what he thought about the route change this year. His response was something like this: "It's not that I disagree with the changes, it should change from time to time, but there are so many other beautiful places in Belgium!" This is one of the many challenges an organiser face, how let people (the TV viewers) see different parts of the country, while being true to its core?

Much have been said about the RCS' social media strategy, and I see no point in repeating my post from before. The basics is that they have made themselves available, both to me who has interviewed some of them, and to everyone else. Not only clever and by no doubt a strategic choice, both interviews and everything else they do related to media, but at least they are open about it.
Being able to navigate in the technological landscape of today will benefit the RCS, reaching out to fans and communicate with them will strengthen both the brand, build loyalty and keep the interests from fans without much hassle than a mobile phone. At least I have kept my interests in the giro and even wanting to learn more.

Seeing is believing
Another reason I like the giro because of the country. Being one of cycling's holy grails, Italy has been a home to not only champions but bike manufactures for decades. Some of the finest riders the world has seen origin from Italy, Coppi, Bartali, Binda and Moser to mention a few. Historical climbs and roads frame a race from a spectator point of view, bringing the Dolomites, Alps and Apennines to the TV. Breathtaking scenarios, spectacular descends. However, I truly believe the RCS can learn a lot from Jean-Maurice Ooghs, the gentleman responsible for the TV images from the tour. With 260 cameramen, 2 control rooms (one international), 4 helicopters, 5 motorbikes 1 aeroplane and 27 TV cameras the possibilities to get more out of the lenses then previous years should be there.

With the news today that RCS may be sharing tv rights money with teams, this economical aspect should have high focus. As the eminent INRNG once wrote, the majority of the viewers don't tune for the cycling but for the scenery.

The Dolomites

Photo by Rüdinger Kratz, downloaded here.

With as much as 2085 (2011 numbers) media representatives present, divided as 1021 accredited journalists, 433 photographers, 371 operators and 260 TV-radio operators, a big chunk of the effort needs to be to take care of those. The last thing an organiser wants to deal with angry and fed-up journos.

Culture, food art and fashion
These are some of the things I associate with Italy. These are matters I hope the giro is able to provide during the three weeks of racing. Because the giro, to me at least, is far more than just racing. Small clips from Italy's hidden treasures, with famous food, small mountain villages and white roads will without doubt boost my interest and enthusiasm to Italy as a place for my future vacation. With a slogan saying the world's most beautiful place, it sort of commits, doesn't it? Development in business says that those who are able to combine two or more specialities and use the synergy effects, will make it big. So that's next then, combining fashion, TV image rights, food, art and culture.

Summary
I have much respect for the organisers of the giro, not only because they have been available for me and every other cycling fan, but because of a mix of different things. They have managed to find their place which they seem to be standing comfortable in, being true to their core but still keeping a modern touch. A balanced giro with time bonuses in the beginning of the race will amp up the sprinters, giving a extra touch to the race. I'm hoping to be able to get to the opening, after all it takes place in Denmark. The giro might find it useful to really take advantage of the possibility to showcase the whole country. Displaying culture, art, geography, food and fashion needs to be taken seriously too.

The Giro unveil the story behind their social media strategy and their secrets

Marco Gobbi Pansana

PDR: Thanks for the opportunity Marco Gobbi Pansana, I appreciate you taking the time for this interview. Could you start by introducing yourself to the readers, where do you come from and how did you get to where you are now?

”My name is Mark Gobbi Pansana, I was born in 1979 and I’ m the Marketing and Communication Manager of the Giro d’Italia and the other cycling events of RCS Sport.”

”I graduated in 2003 in Public Relations and Marketing at the IULM in Milan. I started work in 2004 a RCS Pubblicità, in the New Brands Sales Marketing office, where I managed special projects, loyalty and frequency programmes, sponsorship and events for the Gazzetta dello Sport brand.”

”From 2006 I moved to RCS Sport, covering several roles and the strategic repositioning of all the brands and events in the RCS Sport portfolio and developing their value and communications via special projects and advertising, side-events and PR.”

”From 2009, I’ve been the head of the Marketing and Communications for cycling.”

PDR: The giro is a big event in Italy and the World for that matters, but what does the Giro d'Italia mean to you personally?

”My first memories of the Giro d’Italia where in the early nineties, cheering for ‘El Diablo’ Claudio Chiappucci, hoping he’d beat more talented riders such as Bugno, Indurain, then Berzin and Rominger. I then discovered ‘il Pirata’ Marco Pantani, who was one of Chiappucci’s domestiques and fell in love with the way he raced: with his heart and full of courage. Few riders have ever excited the fans like he did. I didn’t follow cycling closely for a few years but then got back I to it in 2000 as a student. The first CV I sent out was to try and work for the Giro d’Italia.”

”Today the Giro is a mash-up of logic and passion, of work and personal emotions, of professionalism and enthusiasm. It’s a good relationship that is very rewarding professionally and so I try to give a lot back.”

”The thing I like the most? That my group and I are managing to what many people thought was impossible: after transforming a race into an event, we’ve now changed it from an event into a brand.”

PDR: To be recognised as a brand is a complex journey. I have for a long time admired how the RCS utilize social media, and you have received praise from all over the cycling world because of it. You have been active on twitter all year and you have had campaigns on Facebook. Can you bring us back to how this started, why did it happen like it did and when did it begin in the first place?

Also, who was involved and what was the key to succeed in making this turnover when it comes to social media? What was/is the vision?

”Our first ‘revolution’ started in 2006, with an attempt to change our approach to the way we work. The Giro consists of 21 stages, with a lot of racing and a huge effort by the riders. It’s an event that is much more than a race, it’s also a party that involves everyone: the local and national authorities, our partners, and the pro teams and their riders. We build a team around each event and create projects to reach specific targets.”

”The second revolution started in 2009 with the arrival of Michele Aquarone (Read my May 2011 interview with Michele here.) The Giro became a brand that lives and breathes 365 days a year. An event is based on communications done by others, a brand communicates itself. The Giro has built its own brand equity; it’s rediscovered his history and values. It communicates in a certain way and has its own personality. But the Giro isn’t a consumer product or a service, it doesn’t happen every day. So how do we turn these values into concrete actions?”     

”The social media was the answer. First via Facebook and then Twitter and soon on YouTube. The Giro now has its own channels of communication that we can manage directly and cost effectively, that are international and interactive. Finally, without going through intermediaries, we’ve got the chance to speak about the Giro, to keep it constantly alive, to know what our fans think, to play and inform people and share our passion for what call ‘the toughest race in the worlds most beautiful place’.”  

”We decided to use social media openly and honestly. We think it’s the right way to create a relationship with our fans around the world. The Giro isn‘t ‘ours’. It belongs to all the fans because they’re the ones who make it so special: it’s their passion, their interest in it, and their love for it. That’s how we understand what they like about the Giro and so we asked the fans to help us develop the Giro.”

”We were the first organiser in the world to ask the fans to choose the climb that had to be in the 2012 Giro. The Stelvio and the Mortirolo came joint top and so we created a stage with both climbs: it’s the FAN STAGE of the 2012 Giro d’Italia. We also asked the fans about the iconic race leader’s maglia rosa. We asked them to enrich it with their passion and feelings via twitter. We also made the fans the stars of the promotional campaign for the 2012 Giro.”

PDR: Everybody need some inspiration from time to time. I’m curious, where do you look for inspiration?

”We’re curious, we surf the net and look for inspiration in and out of sport. We study what Real Madrid and the NFL do and also companies like Coca Cola, Diesel, Nike and Nespresso. We try to be creative, remember Tweet Your Maglia Rosa? We try to be the first to be original, including our symbols which are climbs, maglia rosa, Italy, we share our history and our values.”

PDR: During the 2011 Giro, I think you had at least four people running the Giro d'Italia twitter feed, if I remember correctly. How have you organized the staff?

”The 2011 Giro d’Italia was year zero for us from the point of view of the social media. During the event two people focused on managing our Twitter profile with the objective to reveal aspects of the race that aren’t generally seen, either because they’re exclusive or because they’re considered of little interest by the traditional media.

We tried to report what happens behind the scenes, cover the race from the race director’s car or from team cars. The fans loved it. During the so-called ‘off season’ a member of my team manages our social media profile. I can promise you that there will be a lot of new things regarding our social media in 2012. Keep following us.”

PDR: Sounds good from a fan’s perspective. How do you see the future for social media and cycling in general?

”It’s difficult to predict. I wasn’t on Twitter two years ago and didn’t know about Facebook five years ago. The important thing is to be fully up to date on what is happening.”

”Regarding the social media, I think the integration between different platforms, devices and on-off is inevitable. Mobile will change radically. I think it’ll be difficult to identify what isn’t mobile because desktop PCs and laptops as we understand them today, will change rapidly. This means the content will be more interactive and include film, music, books, etc. A few years ago teenagers seemed set to be more and more closed in their own worlds with their PlayStation and IPod. Now socializing has comeback strongly because the way of doing things has changed. I think this concept of community is the ‘fil rouge’ that will set the direction for the development of social media.”     

”Regarding cycling, after a decade of damage caused by doping scandals, a lot of people thought cycling was dead. But the strength of cycling comes from the passion of the fans. If this sport can understand how to promote its best aspects (that it’s free to watch, the possibility to see and touch their heroes and so be part of the event), and use social media to do this, then I think the Giro will continue to develop internationally and grow. But it’s got to change and we can’t invent races that don’t have any sense or have a soul.”

”Cycling has to radically improve its TV and media product. Fans aren’t like they were in the eighties; they expect a lot more. They want to be part of the race and feel involved. They want to know gradients, speed, and biometrics, hear the rider’s voices and perhaps even the smell of their sweat and the smell of the grass of the Dolomites. They want to see the race from a new perspective via onboard cameras on motorbikes, bicycles, etc. Today TV struggles to highlight the race and does virtually nothing for everything that is around it.”

PDR: Thank you so much for your time Marco Gobbi Pansana.

Kermesse - Crits the Belgian way

This article originally appeared on Cyclismas. 

Cycling has many holy grails. The Tourmalet, Alpes d'Huez, Ventoux, Stelvio, Gavia, Koppenberg, Arenberg to mention a few. I know this probably could be viewed upon as a bit early, but there is something going to happen i Belgium soon that is worth mentioning; the Kermesse season. Lasting twice as long as normal crits, add bad road conditions and you have the recipe for fun, for form build-ups and potential pro contracts as well as carnage. This may be just fun to us, but it is also a possibility to shine for local riders, to be recognised. The Kermesse-season begins in February but if you think that's too early don't be sad, the season lasts until October.

A Belgian kermesse/kermis

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The Basics

Kermesse is more or less a local race, but is important to differ between the pro Kermesse and the amateur Kermesse. By "pro" they mean continental and higher, but don't jump to conclusions too fast, the pace in there amateur races are incredible fast and you do need an active licence to race. If you don't have a licence by your governing national cycling body or with the UCI, you can get a Belgian one. The licence costs about 12 euros and is basically a Belgian race licence, which you can use for several years. Normally, there is a race fee too, somewhere between 8-10 euros. One funny anecdote is that you pick up your race number at a local café, along beer drinking and smoking Belgians. When (if) finishing the race, you deliver the race number back at the same café getting 5-6 euros back. How is that for some fun? Almost free. The name Kermesse also mean "festival" and sometimes there is a festvial to celebrate cycling where the actual race takes place.

As mentioned, the Kermesse is almost twice as long as regular crits, between 90-140 km. The circuit they race is somewhere between 5-12 km, often about 100 riders on the start line. Some kermesse races see up towards 200 riders participating.

In February the Kermesse races take place on Saturdays and Sundays, but later in the season, you can pretty much ride every day of the week. 4-5 races in the weekend only makes it difficult to choose the right one. People gather in the streets, surrounding team cars and line the fences cheering for their favourite. Still surprised the Belgians are crazy when it comes to cycling?

Tips & tricks

Most of the races begin at 1400, but registrations are open two hours before that and closes 15 minutes prior to the race. That info can be found at Wielerbond Vlaanderen. The road conditions are known to vary so if you bring your Zipp 404, be prepared to walk out there without one. Could also be an idea to bring pins yourself as there will be lack of pins as the riders pick up their race number. If you DNF for some reason, do not go home before the race is officially off. It could be your number is picked for a contrôle anti-dopage and no-show on that is the same as testing positive.

Now you are thinking that the riders participating in these races are local heroes and crazy Belgians only, but that is not true. many pros use these races to build form towards important races. Last year, both Edvald Boasson Hagen and Kurt Asle Arvesen of Team Sky used several Kermesse races to build speed in front of the Worlds. As did many others so this is quality racing, let there be no doubt about that. To some, a crazy Belgian crit isn’t a holy grail, but to me, the kermesse carry the essence of cycling.

Summary

Kermesse races are fast and dynamic, and can be described as an experience rather than just a race. Expect continuous attacks, cobbles and locals all mixed into a flurry.

Sources:

Morten Jahr's blog - a Norwegian paralympics participant

Wikipedia

Some catch my interest - an #ff

We surround ourselves with different media and technologies. Sites, people, different media outlets and others scream for attention 24/7, much to the appreciation of some, a pain in the butt to others. Twitter, facebook, blogger, wordpress, Google + (which I honestly don't get) competes in stealing attention from housekeeping, training, hanging with friends or spending time with your spouse or kids. It really is a jungle out there and it is easy to get lost. I wonder what small kids makes of this, seeing parents "constantly" online.

Don't worry - there are cycling blogs for everyone!

The Badger had enough, Paris-Nice 1984

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I know I spend my share of time online, but as long as one keeps an healthy attitude and is aware of the the use and consequences, I guess things are under control, right?

The Jungle
I mentioned that it is a jungle out there. Some might find it difficult to keep track of development and to discover new quality people, blogs and sites to follow. Personally, discoveries like this are some of my favourite things I enjoy online. As the very skilled commentator Thomas Friedman says, the world is flat. By saying this, he emphasis on the ability we have to collaborate and share thoughts, ideas and merge technologies at the speed of light.

I thought I could share the blogs I follow the closest. I try to take the time to stop by those blogs, some daily, others on a more weekly or monthly basis. The point is, these have managed to catch my interest. Could be because of the pictures, the lyrical texts or the amount of detailed, behind the scene description of what is going on in the cycling world. Some inspires me to go for a ride, some to write and others to learn more. A nice variety there you could say.


I'm not that good on #FFs, so here are my present top eight (there are way to many people that could possibly be on a top ten list, that's why I cut it down to eight) list:


8. Bianchista
Stylish and reporting from the daily life as a cyclist.

7. Tenspeed Hero
The freshest take on my list, hope they keep up the quality.

6. Twisted Spoke
Humour combined with news and stories.

5. Sprinting for signs
Passionate for Flanders and pavé.

4. Big Ring Riding
The site who celebrates the toughest machines (riders) out there. Great pics. A bit loud but he's really nice. Born on the hills near Grasse if I remember correctly.

3. Cycling Tips
Nice pictures and interesting stories from Wade down under. Tips & tricks for cyclists too.

2. Red Kite Prayer
Fuel for both body and mind.

1. The Inner Ring
Currently the best cycling blog in the world. A step ahead others on news, interesting stories and an amazingly wide focus on his blog (from food to a pro's daily life).


Summary
These were on the top of my list for blogs i regularly check in to for the time being. All quite different, something for all tastes I guess. Some I know I'll be keeping on that list for long, as I wrote earlier, I really enjoy to discover new people and sites so the list might be different next time. Perhaps I'll make it longer.

And for those who wonders who I follow, check out my conversations. Not everyone got their own blog, there are many interesting people who posess great knowledge out there whose company I enjoy.

Cold as ice

In 1977, the British-American band Foreigner had a great tune called "Cold as ice". Now, even though I wasn't old enough to even listen to the song back then, I have of course heard the hit during my youth, as everyone brought up in the eighties would have.

Stage 20 of the 2012 Giro

Too hard or too soon
RCS gave us a taste of the giro yesterday, with what is supposed to be stage 20. It is a monstrous stage, 218 km long, total elevation of 5900 meters (!), over Mortirolo and up the mighty Stelvio from Bormio. A monster, no doubt about that. On top of this, the stage was chosen by fans, as the organisers of the Giro, the RCS, conducted a poll where fans could vote for their favourite climb. Earlier, I wrote a post of the way RCS keeps evolving and keep challenging traditional organisation structures, using social media, more about that here.

Yesterday, David Millar and Jakob Fuglsang, let out some steam regarding the penultimate stage of next year's giro. Fuglsang criticised the fact that the stage is too extreme coming too late in the giro and Millar that the organisers hadn't learnt nothing of last year, making the race too hard. The debate continued on twitter throughout the day.

I don't disagree with the fact that this stage is hard, and that it is extreme. But, how can anyone say the Giro as a whole race is too hard, the complete Giro will be released in two weeks from now, maybe we'll all be surprised? The organisers of the Giro, the RCS in general and former Giro general Zomegnan in particular, got criticised last year for too long transfers and too hard stages, making the race too hard. How do we know this hasn't been accounted for and dealt with? When an organisation like the RCS receives criticism, like last year, I expect them to make a change. After all, the noise surrounding the 2011 Giro lead to one man loosing his job, as you all know, race director Zomegnan got fired officially in August, allthough rumoured some time earlier. I'm sure the RCS took this matter seriously.  

The current Race Director, Michele Aquarone, wrote this on twitter:

This gives an indication that things will be better than last year, and that we should be careful to judge before we have the entire scope in front of us. And yes, we can face riders saving themselves for the final stage all three weeks, something I don't believe, or we can see a blistering giro full of racing. I don't know yet, neither do you. 

One aspect I'm worried about is the tendency too increasingly making races harder. With the fight against doping going the right direction (average speed decreases on climbs, riders more tired etc), races don't need to be that extreme any longer. It is possible to get entertaining racing with stages shorter than the "normal" 200 km. This is an aspect race organisers should pay attention to, in my opinion. 

That said, I do like the idea of making one monster stage, with classical climbs, it's has the possibility for entertainment and safeguards the history of the race, its heart and soul. 

Summary

It is too early to conclude whether the 2012 Giro is too extreme. Lets wait and keep our cool until the 16th of October to find out. You can even sit ringside to check yourself, the event will be streamed live over the internet. 

The Maglia Rosa project - the RCS keeps innovating

Photo courtesy RCS

One of the biggest happenings of the year took place this week, the Eurobike. This annual event is arranged in Friedrichshafen, Germany and is where you can get a view of the coming season's newest gear, bikes and clothing.

On the 1st of September, the organiser of the Giro, RCS and La Gazzetta dello Sport, presented a brand new project; "Tweet your Maglia Rosa". The event was presented at Eurobike and was hosted by the famous Italian brand Santini, a long time partner of the Giro d'Italia, and the very designer and producer of the famous Maglia Rosa.


The Project
The project is all about interaction with fans on social media platforms, twitter and facebook. The project, as I see it, is two parted. Firstly, fans can decide how the design of next year's pink jersey will be like. Go to this facebook page to vote. Secondly, the RCS has decided that a total of twenty tweets will be printed inside the Maglia Rosa, ten from fans and ten from professional riders who have worn the jersey before. One selective tweet from a fan will also be placed on the collar. Like the RCS writes in the press announcement:

A selection of 100 tweets, divided by geographical origin, will be posted on the Giro d'Italia's facebook page. The fans will then vote and choose the ten best tweets, worthy of being printed on the 2012 Maglia Rosa.  

To show your support and participate, simply tweet what the Giro means to you by using this hashtag: #Magliarosa, and do so before the 15th of September.

Imagine the current leader of the Giro relaxing at the hotel, admiring one the best known jerseys in the history of cycling, reading your tweet.


RCS vs ASO and social media
The Giro organisers have an understanding of social media that is one of the highest of the industry. The way they interacted with fans during the 2011 Giro was nothing short of impressive. The way involved fans and riders during the race with live updates, pictures from behind the scenes, asked questions and made people feel welcome to join the conversations. A text book way of using twitter as a social media platform.
The RCS - La Gazzetta dello Sport the press release says that they "aim at showing that is possible to combine the past and the history of a symbol as the Maglia Rosa, with the present and the future of communications represented by the web and the social networks, to create closer links between the Giro d'Italia and its many fans , through innovative and interactive global media".

Well, it is a press release and one could expect a press release's content to be full of promises and gold plated words, but so far, the Giro d'Italia has delivered the goods.

I was very happy when I discovered the ASO was going to use a specific twitter account during the tour, and I sort of expected the ASO to rise, if not over the bar so to it. After all, with regards to the amount of feedback the RCS got after and during the Giro, I certainly had anticipated the tour to be full of nice updates and innovative solutions when it comes to social media. That is how the corporate world operates, to borrow solutions, modify and develop, no? But that didn't happen. So here is to ASO, being conservative is one thing, being far back in the pack is another.


You can read the press release from RCS here, uploaded by @wielerman: http://t.co/XawPUbp

Cycling teams and social media - why BMC stands out

For those returning readers, will probably recognize Dale Carnegie's book how to win friends and influence people of 1937.  It is considered a bible for communicators and marketing advisors and I mentioned this book in an earlier post. Why do I bring that one up now? Classic literature is special to me. Not that I don't like the writers of today, but imagine a book that has survived 500 years, still being read by hundreds of thousands of people, tells me that book has to have something very special to say. Machiavelli, Hobbs, Popper are still read today, by students, leaders and all sorts of people really.

The good old days

Now, marketing has evolved the latest years. This is a natural thing and it's why consultants and people in the PR-business charge as much as they do, they are supposed to give their clients the upper edge.
Much water has run under the old bridge since the internet came. Back then, companies hired some geeky teenager, still living in his/her parents' basement, to build a website. And that was basically it. Now, with the social media hype, things are different. I will not bore with the obvious technical details, like that people are online 24/7, and everybody has a facebook account, but it's all about expectations.

Picture downloaded on http://www.napleswebdesign.net/tag/advertising/

The code
Expectations can take many forms. They can be given, presented to you if you like, also known as advertising, and they can be expressed to others, like a dialog. There are others as well, but I'll leave them for now.

Social media is about dialog, it's branding, it is meeting other people's expectations, on his/her terms. Brands use this to meet a strategy within communication and/or marketing, but it's not that this is all controlled, dark and with a purpose. It is to all's best. Imagine the distance that existed between teams and fans earlier. The only chance to get info from a team was to go to a race and hang around the team bus, to be a journo, or buying cycling magazines. Nowadays, it's merely a tweet away.


Transparency, openness, availability, interaction, fans oriented. These are all the buzz words of today and you will probably recognize most of them on the communication strategy every team have. Or do they? Do teams prioritize social media today? Based on a quick check on different websites, no. Team Sky have a nice website, it's clean and tidy, some nice technical extras like pictures turning color from B/W.

The good, the bad and the best
Teams are of course on twitter, and based on their followers, popularity varies. On the other hand, I'm more concerned with quality rather than quantity, so I'm not judging based on followers.

As I mentioned, meeting fans and journos on what they experience as their home turf, on their terms, is key. Teams who use their twitter feed only to send out results, only to retweet their riders' tweets and don't follow anyone else, is not doing the trick. Personally, I think Lampre's feed is like that, to some extent Katusha as well. If I want results, I go to Cyclingnews.com. No, I want to know other things, as a fan and as a consumer, I want to be met and being seen by teams. How else can I bond with them?
One team who really have shifted their social media strategy is BMC. I tweeted about this yesterday, and instantly, I got feedback from other fans thinking the same. Shauna Staveley tweeted me and said that she believed this is the work of Sean Weide, who tweets under this account.

BMC interacts, they have a strategy behind their work, no doubt. They are available, they interact with fans when the feedback is positive or negative, and very important; they have interesting stuff they tweet about. Small videos, behind the stage info, all the small things I like to know. They also have a strategy towards journos, mentioning journos by twittername and involving themselves with them. It's all natural and open so I don't have a problem with that. Human nature is human nature whatever the person do for a living, so that is fine. Combining info with tech, good pictures from pro photographers gives an impression of professionalism.

So other teams, look and learn. BMC is the new leader of the pack and other teams: It's okay to peek and learn.

Team BMC lead the way - for now

   
What team do you think is the best utilizing social media today?

Why cycling has changed my perspective of sports

Will I make it to the finish?


Photo by www.teamtraveller.com , downloaded here - Creative Commons attibution.

I consider myself as a competitive guy. I like to win, not just in playing cards with mates but also in sports. This is how I've always been. At the same time I can enjoy when athletes I admire or look up to win, especially on the TV... They deserve it, having devoted so many hours on training, setting other parts of life aside for a period of time. Things like late nights with friends, excessive partying with friends, spending time with family. Most say they don't regret it, they just prioritise differently. I admire people who are able to do just that, seeing them in tears at the podium while their national anthem is on the speakers.

Achievements in sports
"Everybody loves a winner", they say. "2nd and 3rd place are first losers", others says. As I have mentioned before here and here, and as you all know, cycling is a team sport.
What I love about cycling is that people, at least those with some insight of the sport, celebrate the performance as achievements on their own in addition to the winners. We celebrate and admire those who have the desire and will to attack, even when they are so tired and you can se other riders' eyes are filled with despair. Those who give their all for other team mates, making sure the leaders are ready and fit when the decisive attack of the day comes. We celebrate those who each day step on their bike, although their bodies says "not again". We admire those who have devoted themselves to cycling, those riders who have that all-or-nothing mentality. We celebrate those who decide to play along with the environment instead of fighting against the bad weather that makes the riding tedious. We celebrate those who get up with the morning mist to ride their bikes.

I truly believe that sports need to have this perspective in addition to all the others. This is a perspective that won't bring the most $ in the bag, but to me it is important. Maybe we all can learn something by uphold this perspective?

The rider Michael Barry writes in the book Le Métier after completing a TT: "A mechanic takes my bike from me and pats me on the back. He congratulates me - not for the result but for the effort."

Cycling as a social interaction with others

Earlier this week there were two tragic accidents involving cyclists and cars that had fatal consequences. There's a probability there were many more but at least these two got attention on the news. I will be careful taking any advantage of these terrible accidents and I emphasize that I don't know any cause of these accidents.

The cause of accidents involving bikes and cars varies and I think it's natural under these circumstances to focus on solutions. Being out on the road mean we are part of a large social system. One thing is the different parts of this system, objects like cyclists, big cars and small cars, truckers, tractors, motorcycles, those who make their living on the road and those who use it for other purposes.

What all these elements have in common and why am I naming it a social system?

It doesn't come as a surprise that all of these objects are controlled by humans therefore social. It becomes a system when we follow rules and/or anticipates that a certain behaviour is expected.

Cyclists have to be aware what mindset we have when we are out riding on the roads. No matter how relaxed we feel or how joyful the ride, we have to be alert and pay attention the others (or ourselves for that matter) on the road, simply because we cannot expect someone one else to do it. We cannot free ourselves from some individuals who might would be jerks any day, but we can do what we can to take care of ourselves. In practise this will mean that whenever we have to do something different from a pattern, from a person driving a car's perspective that is, caution have to be made.

Many may feel that this post blame the cyclists for accidents, I don't. The matters mentioned in the post works well for those driving as well. Being aware and present while on the road is something everybody learned back when we took a driving licence. The social system actually demand that we take certain considerations to one another.

To me it is a matter of minimising the possibilities for accidents to happen.

Ride safely, take care out there and we can ride another day.