Social media for SRAM

I designed and implemented a blogging and social media strategy for SRAM, a global manufacturer of bicycle components, to give fans a window into the backstage access that SRAM has to the biggest teams and events in professional cycling.

Since the launch of The Road Diaries, I've continued to help SRAM refine a company-wide digital content and social media strategy to reach an audience of road and mountain bike enthusiasts around the world.

2008-2010

Client Website

Blogging, Social Media, Strategy, Web Content

Working with SRAM's ad agency, I wrote a creative brief and managed development of The Road Diaries, which launched in July 2008. In addition to creating and distributing text, photo, and video content, I provided direction to and managed contributions from SRAM staff at events like the Tour de France.

In April 2010, I began work on social media guidelines and a refreshed social media strategy incorporating SRAM's road and mountain bike divisions.

A highlight of the project was Ask Levi, an interactive online video event with Tour de France star Levi Leipheimer in July 2008. Trek and Cyclingnews co-promoted the project, which was available as an embeddable video channel where fans could submit questions and chat in real-time. I created the concept and produced the event.