Social media case study: Kabbee - growing a pool of evangelists from the outset?


Kabbee is a mobile app-based service on both Android and iOS that allows Londoners (at present, other cities to come soon, as well as black cabs) to book minicabs on their smartphone from wherever they are in the city. It boasts a massive database of over 4000 minicab drivers from 60 fleets, all of who go through a process of being accredited in order to be given access to the users who need transportation, which essentially makes Kabbee a middle-man to get you a minicab that you can trust quickly.

This isn’t, of course, the first time that a minicab service has ventured into the mobile app market. There are similar apps available to people in the USA, and Addison Lee also has a well-known app that allows you access to their (huge) fleet from the comfort of your touch screen.

Kabbee, however, is slightly different to the others. It is a fully serviced suite that allows you (crucially) to pre-load your account with cash so that you can pay for a cab even when you’ve spent all your paper money, as well as compare minicab prices and then rate the journey when you’re done. Not only does it make getting a minicab easier if you’re in a part of London that you don’t know well, but it also introduces an element of healthy competition between the minicab services that was hitherto non existent.

Where’s the ‘social’?

A friend of mine recently asked for some app recommendations for their new iPhone on Twitter, where I then pointed them in the direction of Kabbee. Not too long after this I received the following tweet:

This is impressive for more than one reason; I have used the service to compare prices previously but didn’t actually create an account, so not only have they turned me into a brand evangelist (I really am impressed with their proactive approach here) but they’ve also made me sign up in order to get my reward.

This is a great example of how social media monitoring and small gestures of appreciation to vocal people can grow a pool of evangelists for a brand that is, for all intents and purposes, pretty unknown.

When you’re a new company, this is the kind of work that really helps grow your core audience early on – it’s all about positive word of mouth from the outset.