Recently, The Ad Club had the pleasure of hosting CMO Rob Weisberg of Zipcar for a discussion about Zipcar’s social media philosophies and practices. The presentation was a great success and included a number of key takeaways that go beyond the usual social media tips that we’ve come to know and love. Interestingly, many of these social media tips actually apply to individuals and businesses – proving once again that social media is a human practice.
1. Be Entertaining:That’s right – if you are a social media marketer, your job is to entertain your audience. This is not to say that you need to dress up your brand and act ridiculously, but it is critical to create content that is fun and enjoyable. People should want to be genuinely interested in your opinions and thoughts. Zipcar has plenty of fun with its brand, as evidenced by the time they covered a Zipcar in candy canes.
2. Commit: Valuable social media campaigns are not delegated to the one intern in the office. They are carefully planned marketing campaigns, and they should be treated as such. In the world of social media, you will only get out what you put in. Zipcar understands this and has invested in a full in-house social media team and works with some external agencies in order to make its social channels as efficient as possible.
3. Spread Kindness:You know that guy at the office who always holds the elevator door, or gives up his chair when others are standing? People generally like him. Social media works the same way. Whether called for or not, acts of kindness in social media are noted and appreciated. Zipcar will at times surprise Zipcar users with gifts in the glove boxes and tips on location-based apps that lead Zipsters to the gifts.
4. Integrate: Social media – for the time being at least – is not intended to be a replacement for traditional media and marketing practices. Rather, social media efforts should supplement other marketing materials so that both online and offline tactics work in harmony. Zipcar makes sure that it integrates the online and offline by creating content that can transcend media.
5. Understand Your Brand: Everything communicates. Therefore it’s important to know what your brand stands for, and that every brand touchpoint properly communicates this core message. That goes for all marketing and social media efforts, and even consumers. Zipcar understands that its core members communicate a special something about the brand, and will therefore ask Zipcar users who do not play by the rules to leave.