6 Apr 2018
car2go INSIGHTS

Global teamwork: How Instagram works at car2go

As a purely visual medium, Instagram holds a very special position in the mix of social media channels – nowhere else does the corporate design have to demonstrate its digital capabilities so effectively and nowhere else is the brand message visually emphasized at such a high frequency. What’s more, the car2go Instagram channel is a unique example of ambitious international cooperation.

But how do team colleagues from Spain, Italy, the Netherlands, Germany, Austria and North America all manage to promote the same channel? It has been a long journey!

The Americans are far ahead of the Europeans when it comes to adapting to new social channels – as was also the case with Instagram.

Hence, the US colleagues were initially solely responsible for the channel. However, due to time pressure, they were only able to provide content around 4 times per month.

But, regardless of how interesting the content is, it’s not really possible to develop a strong community feeling and good interaction when it is shared so infrequently. Now, with the takeover by Facebook and the continual increase in the number of users across many age groups, Instagram also has great potential for brands.

Hence, the global social media team asked themselves how Instagram could be optimized in the future and how content could be designed so that it is interesting and applicable to the members and also relevant to the brand.

In the same was as for any new channel, a joint conception phase was initially launched.

What does car2go want to achieve with Instagram and what is actually possible?

In the resulting channel strategy, questions similar to the following are answered: How should hashtags be used? Should image descriptions be long or short? Are users regramed and if so, how does this work?

Clearly, some of the answers are provided from studies (e.g. captions with a length of around 138 characters/maximum 7 hashtags, etc,), but each brand must discover for itself what is best in its own community.

Furthermore, as Instagram is purely visual, the existing corporate design also had to be revised.

In the resulting channel strategy, questions similar to the following are answered: How should hashtags be used? Should image descriptions be long or short? Are users regramed and if so, how does this work?

Clearly, some of the answers are provided from studies (e.g. captions with a length of around 138 characters/maximum 7 hashtags, etc,), but each brand must discover for itself what is best in its own community.

Furthermore, as Instagram is purely visual, the existing corporate design also had to be revised.

How can a team with different languages, different mentalities and different time zones operate a channel together?

The questions of joint content production and community management were of utmost importance, as the channel was the first social channel which showed the brand outwards: car2go is a global brand but with strong local roots.

Now, content is prepared each day by a different car2go country with each country having a fixed day on which it can share its views of the brand. The image descriptions are in English as well as the language of the respective country.

With community management, the community managers alternate on a weekly basis. This means that the community discusses on Instagram with the entire team – the answer may hence come from Spain, Germany or the USA. The channel language here is always English.

Furthermore, the team has determined that one Instagram Story per month per region (EU & NA) is to be shared – but there are often five or six stories which give members an insight behind the scenes at the car2go locations and also provide information about various events.

Thus, an impression of the brand is created by the community through its own product experiences and it visually invites users to get to know the mobility and lifestyle of the members all over the world.

How does an international team ensure that the common channel continues to develop?

As is the case for all other social media activities, it is also important with a new channel that clear KPIs are set, that they are observed regularly in a reporting and then are subsequently optimized accordingly.

Consequently, reportings are created for both the channel as well as for Instagram Stories. These reportings are then discussed in the team and provide information which is helpful for further development.

In 2018, the existing concept will be completely revised on the basis of this information and further tests will be again carried out. However, the transnational cooperation and global brand profile will remain.

 

We’re curious: What do you use more on Instagram – image posts or stories? And why?