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

1. Jaime Rodríguez de Santiago @jaime_rdes
MKTefa
June 16th 2016

2. 100€ 25€ 25€ 25€
100€ 25€

4. Travel
Search
Trusted
Community
People Powered
Travel

5. Over 30 million members and growing

6. NEW
● India
● Mexico
● Brazil
● CZ/SL
We are in
22 countries

7. THE
STORY

8. 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.

9. Powering millions of city to city trips
Average trip is
190 Miles
60% are
weekend travels

10. 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

11. 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

12. MARKETING
AT BLABLACAR

13. Aware
Collaborative
Economy
92%
High awareness in Spain!
Aware
Know
BlaBlaCar
89%
Source: IAB, Estudio Anual de Ecommerce
Source: internal, BlaBlaCar

14. 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

15. Evolving marketing channels
2012 2013 2014 2015
ONLINE ONLY
FACEBOOK
URBAN
METRO & BUS
STOPS
TV 1.0 TV 2.0
& YOUTUBE
+ + +

16. 2014: TV 1.0
https://www.youtube.com/watch?v=qithLm4E9iE&feature=youtu.be

17. 2014: TV 1.0
Educate
Drive to action
Brand recognition

18. 2015: TV 2.0
Added Emotion
Mobile Only
Driver & Passenger

19. 2015: TV 2.0
Price
vs
Loneliness

20. 2016: Older audiences
https://www.youtube.com/watch?v=lBGLMVPyuRI

21. 2016: Reactive campaigns
https://www.youtube.com/watch?v=QcIROtB6x6Q

22. 2016: Reactive campaigns
https://www.youtube.com/watch?v=OZ3z0Ku7xN8&feature=youtu.be

24. NO
TRUST
WHY DOES TRUST
MATTER?
NO
COLLABORATION
NO
ECONOMY

25. THINK OF PEOPLE
YOU TRUST

26. AND TAKES
TIME
TO BUILD
BILATERAL TRUST
IS LIMITED IN
REACH

28. Interpersonal trust

30. TRUST PROXIES

32. One-to-One One-to-Many

33. One-to-Many Many-to-Many
?

34. Trust Age

35. INTERPERSONAL TRUST
IS BEING DISRUPTED
IN REACH & TIME

39. DIGITAL TRUST GRIDS TO
INTERPERSONAL TRUST
=
THE PHONE TO HUMAN
COMMUNICATION

40. RECIPE FOR TRUST
D.R.E.A.M.S. FRAMEWORK

48. HOW MUCH TRUST IS THERE
IN THE BLABLACAR
COMMUNITY?
11 countries18 289
respondents

49. Rank from 0 to 5 the level of trust you have in….
Study based on 18 289 respondents in 11 countries

50. 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

51. 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

52. EFFECT OF THE BRAND?

53. 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...

54. Dissociating the impacts of D.R.E.A.M.S. and
the BlaBlaCar brand on creating high levels of trust

55. AND ONCE TRUST IS
UNLEASHED….

56. https://www.youtube.com/watch?feature=share&v=nvYJ8G2T4XA

57. Thanks!