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@SMSsummit▪Boston ▪October 29-30, 2014
ZIPCAR CASE STUDY 
Social Media Strategies Summit 
October 30, 2014
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?
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
…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!!!
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’TEASY BEING [ZIPCAR] GREEN 8
9 
Think globally. 
Act locally.
2009: BIRTH OF ZIPCARSOCIAL 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 ZIPCARSOCIAL MEDIA IS PRIMARILY MEMBER-FOCUSED 
Engagement 
Community 
Education / Promotions 
Revenue Generation
SO HOW DO WE *REALLY* THINK GLOBALLY, ACT LOCALLY? 14 
Markets 
North America 
Home Office 
Markets 
EMEA 
Member 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
Thanks! 
Millie Park 
mpark@zipcar.com

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How Zipcar’s Social Team Has Learned to Think Globally While Acting Locally, Millie Park, Zipcar

  • 2. ZIPCAR CASE STUDY Social Media Strategies Summit October 30, 2014
  • 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!!!
  • 6. WE’VE ALSO ROLLED INTO 400+ UNIVERSITIES
  • 7. AND LANDED AT 40+ AIRPORTS WORLDWIDE •LAX •JFK •Newark •Heathrow •Boston Logan •O’Hare •Dallas Love •SFO Key airports include:
  • 8. IT AIN’TEASY BEING [ZIPCAR] GREEN 8
  • 9. 9 Think globally. Act locally.
  • 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
  • 17. Thanks! Millie Park mpark@zipcar.com