Social Media and the Tour de France

Mojave took a look at some of the major bike brands of the Tour de France to see how they played out in Social Media. We audited the current Social Media presence of Trek, Cervelo, Specialized and Cannondale and then looked at how each where mentioned in relation to the Tour de France.

First, we tracked each brand over the course of the Tour so far. As expected, Trek performance was solid over the course of the Tour, but Cervelo got great hits from Thor Hushovd and Hussler wins. We expect Trek to trend much higher next week as the Tour heads into the mountains. Click on any chart to see a larger version.

Next, we aggregated total mentions of each brand in relation to Tour de France. We expected Trek to be the clear winner here, but were surprised at the overall strength of Cervelo in Social Media.


Finally, we ranked each brand with our Social Media Index, in which we look at the following attributes:

Presence: Official Social Media existence and usage
Consistency: Branding, messaging, design, & persona uniformity
Integration: Social Media marketing & strategic implementation
Engagement: Content quality and audience captivation
Buzz: Organic, user-generated interest & activity in Social Media

As our audit shows, both Trek and Specialized use Social Media well. Specialized edges over Trek in some key areas, like integration and user engagement. Cervelo has great organic buzz, despite having a smaller corporate Social Media strategy.