In this talk, Millie will discuss how Zipcar transformed its fragmented social media strategy, distributed across a variety of platforms in multiple cities, into an effective social media presence that maintains a national cohesive brand voice while engaging with local consumers. After this session, attendees will leave with actionable takeaways and key learnings from Zipcar’s transformation on a variety of social channels.
3. 3
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 Zipcardtaps into cars and vans everywhere
WHO & WHAT IS ZIPCAR?
4. TODAY WE’RE IN 25 MARKETS IN NORTH AMERICA 4
Seattle
Launch year: 2008
Portland
Launch year: 2007
San Francisco
Launch year: 2005
Los Angeles
Launch year: 2011
San Diego
Launch year: 2013
Denver
Launch year: 2013
Austin
Launch year: 2012
Minneapolis
Launch year: 2013
Chicago
Launch year: 2006
Miami
Launch year: 2012
Atlanta
Launch year: 2002
Boston
Launch year: 2000
Providence
Launch year: 2011
New York
Launch year: 2002
Baltimore
Launch year: 2010
Washington DC
Launch year: 2001
Pittsburgh
Launch year: 2008
Philadelphia
Launch year: 2007
Detroit
Launch year: 2013
Sacramento
Launch year: 2013
Dallas
Launch year: 2014
Houston
Launch year: 2014
Milwaukee
Launch year: 2013
Toronto
Launch year: 2006
Vancouver
Launch year: 2007
5. …AND 4 + 1 MARKETS IN EUROPE 5
London
Launch year: 2006
Barcelona
Launch year: 2012
Vienna
Launch year: 2012
Paris
Launch year: 2014
Madrid
Launch year: TODAY!!!
10. 2009: BIRTH OF ZIPCARSOCIAL 10
Reported to the Brand Team
–Contests
–Content
–Imagery
Supported by Facebook and YouTube
Goal: Showcase the brand
11. 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
12. 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
13. TODAY’S ZIPCARSOCIAL MEDIA IS PRIMARILY MEMBER-FOCUSED
Engagement
Community
Education / Promotions
Revenue Generation
14. SO HOW DO WE *REALLY* THINK GLOBALLY, ACT LOCALLY? 14
Markets
North America
Home Office
Markets
EMEA
Member Services
15. 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
16. 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