SXSW 2012 - How Cycling Embraced Social Media and Then Reinvented It

How Cycling Embraced Social Media and Then Reinvented It
Event	Interactive 2010
Format	Dual
Organizer	DL Byron – Textura Design, Inc
Description	Cyclists—both the diehard gadget freaks and the social activists—jumped onto the Twitter revolution with a bang. When Lance Armstrong started to tweet, tens of thousands followed suit. Like with no other professional sport, the cycling industry is connected to the end user through social media sites and through events like the Mobile Social. Was this a freak occurrence or the model for social media integration?
Questions Answered	How did bicycling get so huge? Who knew bikes were so big online? What does Bike Hugger have to do with it? How did Lance capture 1.5 million users so fast, and how can someone else? What other pros are online? Livestrong too? How did the cycling industry learn to develop true fans?
Level	Intermediate
Category	Blogging, Case Study, Community / Online Community, Social Networking, User Generated Content

How Cycling Embraced Social Media and Then Reinvented It