Apr 14, 2020
Case Study

How to build your brand through social media

Maximilian Zachow

Shared Mobility is one of the hottest startup categories in recent years. Did you know that in Madrid alone, there are 18 shared mobility providers? Ranging from cars, motorcycles, scooters, bikes, you can get just about any transportation vehicles you like.

One key to grow the shared mobility business is finding a way to directly communicate with the customers, and undoubtedly, Twitter is the main platform to do so. Many companies use Twitter in the traditional sense to promote their offering, talk about new product features, etc. But actually over 50% of all Tweets are customer support messages, that address specific issues or questions. We found out that customers appreciate real time feedback related to traffic conditions, emergencies, new legislations. As these topics are real time and specific, it generates great interactions with customers.

Using Twitter for customer support is a great channel to address customer issues immediately. Most customers use Twitter to complain about their specific rentals. The public exposure of these quick customer support examples generate great good will for the company brand.

Aside from customer support, Twitter is also great for brand building. Many shared mobility companies also focus on sharing environment data, communicating benefits of electric cars, and talking about traffic restriction. They position themselves as the solution to fight environmental and traffic issues. Associating the brand to sustainability is an effective strategy to create an emotional connection with the customers and reach a bigger audience on Twitter.

Why is it so important for the shared mobility companies to emphasize the social responsibility side of their story? The answer is clear when we look at the wider ecosystem. Many mobility providers follow the government official account ¨Dirección General de Tráfico”. This account tweets constantly to raise awareness of safe and responsible driving behaviour. From the view of the customers, it is an important and relatable topic, and many people retweet this topic. By linking their brand with sustainability, mobility providers could reach a wider audience.

Sustainability is not just promoted by the government, but also by the media. Looking at the trending topics discussed from mainstream media, we learnt that sustainability, environmental protection, e-mobility are most talked about by the media.

Looking at this case study, this is a great example of how companies, government and media are working through different angles to promote the shared mobility industry. One lesson for any company who wants to establish their presence on Twitter, is to identify the key players in your ecosystem, find out the common themes they all care about, and use it as a way to promote your brand and speak to your customers.

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