In this episode of La Cueva de MOE, we speak to Itziar García Sagarzazu, Head of Communications & Government Relations at BlaBlaCar, about how to build a coherent communications strategy for a company operating in over 40 countries. We explore how to coordinate local teams and agencies, adapt messages to different cultures and markets without compromising brand consistency, and align communications with the business and international growth.
The episode also explores the impact of artificial intelligence on corporate communication and the rise of GEO positioning, as well as the role played by reputation and published content in brand visibility on new AI-powered search engines. We also discuss corporate culture, global community management and how BlaBlaCar uses technology, communication and its own users to build and protect one of its key assets: trust.
We discuss:
- How to coordinate communications for a company operating in more than 40 countries.
- How to adapt a global strategy to the specific characteristics of each market.
- The role of local teams and agencies in an international communications strategy.
- How artificial intelligence is transforming corporate communications.
- GEO, brand reputation and visibility on the new AI search engines.
- How to strike a balance between automation and local insights in international projects.
- The importance of corporate culture in global organisations.
- How to align communication, business and international growth.
- Trust as the cornerstone of a platform based on the sharing economy.
- The role of technology and the community in building a reputation.
- Users as brand ambassadors and the power of word of mouth.
- How to manage incidents and safeguard trust within a global community.
