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Claves de la economía colaborativa: caso de éxito de BlaBlaCar

Ponencia de D. Jaime Rodríguez de Santiago, Country Manager España y Portugal, BLABLACAR - Claves de la economía colaborativa: caso de éxito de BlaBlaCar - en el 11º Foro Profesional de Marketing y Ventas para Entidades Financieras y Aseguradoras #MKTefa organizado por ditrendia

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Claves de la economía colaborativa: caso de éxito de BlaBlaCar

  1. 1. Jaime Rodríguez de Santiago @jaime_rdes MKTefa June 16th 2016
  2. 2. 100€ 25€ 25€ 25€ 100€ 25€
  3. 3. Travel Search Trusted Community People Powered Travel
  4. 4. Over 30 million members and growing
  5. 5. NEW ● India ● Mexico ● Brazil ● CZ/SL We are in 22 countries
  6. 6. THE STORY
  7. 7. The story BlaBlaCar was born one Christmas, when founder Frédéric Mazzella, a student at Stanford, wanted to get home to his family in the French countryside. He had no car. The trains were full. The roads, too, were full of people driving home, alone in their car. It occurred to him that he should try and find one of the drivers going his way and offer to share petrol costs in exchange for use of an empty seat. Fred imagined a new transport network built on people, that could bring efficiency to road transport, solve congestion problems, make travel affordable and social. With a background in scientific research (he studied physics and later worked at NASA) he saw the full potential of a peer-to-peer transport network, and the huge environmental and economic benefits of enabling a more efficient use of existing resources.
  8. 8. Powering millions of city to city trips Average trip is 190 Miles 60% are weekend travels
  9. 9. Our community 1/3 of the users are - students between 18-25 29% of the community are drivers offering rides 1% of members are Bla The service attracts everybody Almost equal proportion BlaBla Index of our members The community 1/3 of the users are - young actives 25-35) 1/3 are above - 35 years old 86% of members are BlaBla 13% of members are BlaBlaBla 54% men 46% women
  10. 10. Why do people rideshare? Flexible schedules, direct connections Meet people, travel with locals Convenience Social Cheaper for both passengers & drivers Affordability More efficient use of resources Sustainability
  11. 11. MARKETING AT BLABLACAR
  12. 12. Aware Collaborative Economy 92% High awareness in Spain! Aware Know BlaBlaCar 89% Source: IAB, Estudio Anual de Ecommerce Source: internal, BlaBlaCar
  13. 13. Marketing depends on market maturity Education Growth Scale Maturity? Some day  • Get first matches • Focus on main routes • Get to a decent velocity level by growing the member base fast • LTV & CAC comparison not yet very relevant • Focus on educational messages + channels • LTV & CAC comparison drives decisions • Scale service beyond main routes • Focus on activation of members • Focus on contextual messages + channels • Lower the CAC as much as possible • Focus on incremental marketing • Improve the product to increase matching & fill up rate • Marketing messages can be + mainstream
  14. 14. Evolving marketing channels 2012 2013 2014 2015 ONLINE ONLY FACEBOOK URBAN METRO & BUS STOPS TV 1.0 TV 2.0 & YOUTUBE + + +
  15. 15. 2014: TV 1.0 https://www.youtube.com/watch?v=qithLm4E9iE&feature=youtu.be
  16. 16. 2014: TV 1.0 Educate Drive to action Brand recognition
  17. 17. 2015: TV 2.0 Added Emotion Mobile Only Driver & Passenger
  18. 18. 2015: TV 2.0 Price vs Loneliness
  19. 19. 2016: Older audiences https://www.youtube.com/watch?v=lBGLMVPyuRI
  20. 20. 2016: Reactive campaigns https://www.youtube.com/watch?v=QcIROtB6x6Q
  21. 21. 2016: Reactive campaigns https://www.youtube.com/watch?v=OZ3z0Ku7xN8&feature=youtu.be
  22. 22. NO TRUST WHY DOES TRUST MATTER? NO COLLABORATION NO ECONOMY
  23. 23. THINK OF PEOPLE YOU TRUST
  24. 24. AND TAKES TIME TO BUILD BILATERAL TRUST IS LIMITED IN REACH
  25. 25. Interpersonal trust
  26. 26. TRUST PROXIES
  27. 27. One-to-One One-to-Many
  28. 28. One-to-Many Many-to-Many ?
  29. 29. Trust Age
  30. 30. INTERPERSONAL TRUST IS BEING DISRUPTED IN REACH & TIME
  31. 31. DIGITAL TRUST GRIDS TO INTERPERSONAL TRUST = THE PHONE TO HUMAN COMMUNICATION
  32. 32. RECIPE FOR TRUST D.R.E.A.M.S. FRAMEWORK
  33. 33. HOW MUCH TRUST IS THERE IN THE BLABLACAR COMMUNITY? 11 countries18 289 respondents
  34. 34. Rank from 0 to 5 the level of trust you have in…. Study based on 18 289 respondents in 11 countries
  35. 35. Percentage of respondents who ranked 4 or 5 out of 5 their level of trust in... Study based on 18 289 respondents in 11 countries
  36. 36. Percentage of respondents who ranked 4 or 5 out of 5 their level of trust in... Study based on 18 289 respondents in 11 countries
  37. 37. EFFECT OF THE BRAND?
  38. 38. Study based on 18 289 respondents in 11 countries Percentage of respondents who ranked 4 or 5 out of 5 their level of trust in...
  39. 39. Dissociating the impacts of D.R.E.A.M.S. and the BlaBlaCar brand on creating high levels of trust
  40. 40. AND ONCE TRUST IS UNLEASHED….
  41. 41. https://www.youtube.com/watch?feature=share&v=nvYJ8G2T4XA
  42. 42. Thanks!

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