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.

1. @SMSsummit▪Boston ▪October 29-30, 2014

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