how zipcar’s social team has learned to think globally while acting locally, millie park, zipcar
TRANSCRIPT
@SMSsummit ▪ Boston ▪ October 29-30, 2014
ZIPCAR CASE STUDY
Social Media Strategies Summit
October 30, 2014
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Pioneer in the car sharing space
Founded in 2000 in Cambridge, MA with a VW Beetle named Bilbo
Your Zipcar membership gets you “wheels when you want them”…across the planet
– One Zipcard taps into cars and vans everywhere
WHO & WHAT IS ZIPCAR?
TODAY WE’RE IN 25 MARKETS IN NORTH AMERICA 4
SeattleLaunch year: 2008
PortlandLaunch year: 2007
San FranciscoLaunch year: 2005
Los AngelesLaunch year: 2011
San DiegoLaunch year: 2013
DenverLaunch year: 2013
Austin
Launch year: 2012
MinneapolisLaunch year: 2013
ChicagoLaunch year: 2006
MiamiLaunch year: 2012
AtlantaLaunch year: 2002
BostonLaunch year: 2000
ProvidenceLaunch year: 2011
New YorkLaunch year: 2002
BaltimoreLaunch year: 2010
Washington DCLaunch year: 2001
PittsburghLaunch year: 2008
PhiladelphiaLaunch year: 2007
DetroitLaunch year: 2013
SacramentoLaunch year: 2013
Dallas
Launch year: 2014
Houston
Launch year: 2014
MilwaukeeLaunch year: 2013
TorontoLaunch year: 2006
VancouverLaunch year: 2007
…AND 4 + 1 MARKETS IN EUROPE 5
LondonLaunch year: 2006
BarcelonaLaunch year: 2012
ViennaLaunch year: 2012
ParisLaunch year: 2014
MadridLaunch year: TODAY!!!
WE’VE ALSO ROLLED INTO 400+ UNIVERSITIES
AND LANDED AT 40+ AIRPORTS WORLDWIDE
• LAX
• JFK
• Newark
• Heathrow
• Boston Logan
• O’Hare
• Dallas Love
• SFO
Key airports include:
IT AIN’T EASY BEING [ZIPCAR] GREEN 8
9
Think globally.
Act locally.
2009: BIRTH OF ZIPCAR SOCIAL 10
Reported to the Brand Team
– Contests
– Content
– Imagery
Supported by Facebook and YouTube
Goal: Showcase the brand
2010 – 2013: EXPANSION OF SOCIAL REACH 11
Goal: Engage and serve members
Social team transitioned to the PR Team
– News sharing
– Problem resolution
– Round-trip communications
Added Twitter
And Instagram
Home office + local market handles
2013 – TODAY: CONTINUED EXPANSION + REVENUE FOCUS 12
Goal: Drive loyalty and conversion
Transitioned to the Member Marketing Team
– Revenue generation
– Cross-departmental communications management
• Home Office
• Field Offices
– Measurement & ROI
Added Google+, Yelp, LinkedIn, new market Twitter
Consolidated Instagram
TODAY’S ZIPCAR SOCIAL MEDIA IS PRIMARILY MEMBER-FOCUSED
Engagement Community
Education / Promotions Revenue Generation
SO HOW DO WE *REALLY* THINK GLOBALLY, ACT LOCALLY? 14
Markets
North AmericaHome Office
Markets
EMEAMember Services
WHAT WE LEARNED 15
Beware of the wild, wild, west of social
Centralize before decentralizing
Consistency AND regional differences matter – find the right balance
Divide and conquer, but not until you’re ready
Training, more training, and refresher training
Have channel strategists
A little planning goes a long way
ZIPCAR SOCIAL – TODAY’S BEST PRACTICES 16
Focus on meaningful growth for reach and revenue
– Share clearly-defined KPIs
– Engage internally, globally and locally
– Foster collaboration and friendly competition
Establish global tools
– Calendar where we can
Execute small tests
Plan with built-in flexibility
