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Uber Social Media Strategy

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The University of Florida
The University of Florida

Uber's social media strategy for 2017 focuses on furthering their brand by fostering online communities and following. Their two main strategies are increasing content volume across profiles and encouraging conversation. An audit found Twitter drives the most traffic and engagement. Objectives include retaining followers and emphasizing Twitter. Key dates include promotions for sports games and conventions. Reporting shows growth on Facebook, Twitter, and LinkedIn, though Instagram needs revamping. Sentiment analysis found positive feedback about customer service but negative comments about Lyft drivers.

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UBER Social Media Strategy Graham Olney 10/09/17
Table of Contents: 1. Executive Summary, October 2017 2. Social Media Audit 3. Social Media Objectives 4. Online Brand Persona & Voice 5. Strategies & Tools 6. Timing & Key Dates 7. Social Media Roles & Responsibilities 8. Social Media Policy 9. Critical Response Plan 10.Measurement & Reporting Results
Executive Summary • Our social media priorities for 2017 will be furthering our brand on social by fostering and connecting with our online community and following. The primary focus will be to support revenue goals through driving more traffic to our website by sharing more engaging, relevant content and building deeper relationships with our customers. Two major social strategies will support this objective: 1. A plan to increase the volume of content we publish across social profiles. 2. Encourage conversations and share content.
Social Media Audit The following is an audit of Uber’s social media presence. This following will showcase Uber’s social media profiles, web traffic, audience demographic and competitor analysis. Social Network URL Followers Average Weekly Activity Average Engagement Rate Facebook https://www.facebo ok.com/uber/?bran d_redir=27101263 6394581 15,134,382 15 Posts 50% Twitter https://twitter.com/ uber 843,000 28 Posts 70% LinkedIn https://www.linkedi n.com/company/18 15218/ 669,156 10 Posts 45% Instagram https://www.instagr am.com/uber/ 606,000 5 Posts 60% Data from October 2017 ter. Posts have the most traction with our audience, while things are not the same with LinkedIn. We should revamp the LinkedIn page to have more Social Media Assessment
Social Media Audit: Social Network Volume Percent of Overall Traffic Conversion Rate Facebook 10 Million Unique Visits 10.2% 1% Twitter 20 Million Unique Visits 15.7% 3% LinkedIn 1 Million Unique Visits 4%% 0.2% Instagram 3 Million Unique Visits 5.5% 0.3% Website Traffic Sources Assessment Again, Twitter comes out on top as the largest contributer to web traffic and the audit t Timeframe: Monthly Average = June 9 to October 9
Social Media Audit Audience Demographic Assessment Data from October 2017 5 0…2 0… 1 0… 2 0… 0 20 40 60 80 100 MEN WOMEN Age Distribution Gender Distribution Primary Social Network Secondary Social Network Facebook 40% Facebook 20% Twitter 50% Twitter 30% LinkedIn 15% LinkedIn 5% Instagram 20% Instagram 10% Primary Need Secondary Need Revamp LinkedIn to build following. Use visuals to increase Instagram following.
Social Media Audit • Audience Demographic Analysis • The vast majority of our social media audience is the millennial generation, spanning from 18-30, predominately female. We believe this is due to Uber’s usage on college campuses and the need to travel safely at night. The primary motivators to visit Uber’s website is for more information regarding accounts and sign-up to drive.
Social Media Audit Competitor Analysis Competitor Social Profile Strengths Weaknesses Lyft Instagram: https://www.instagra m.com/lyft/?hl=en Better customer service and faster replies. Nonexistent Twitter profile. Curb Facebook: https://www.faceboo k.com/gocurb/ Facebook polls that actively engage with followers. Retention on social pages is below standard. Didi Chuxing Twitter: https://twitter.com/Di diChuxing More user-friendly interface. Very weak profiles across the board. Twitter is considered a strong suit and is lacking entirely. Above showcases the competition Uber has in the ride-sharing market place. It has become appar
Social Media Objectives • As stated in the Executive Summary, our social media priorities for 2017 will be furthering our brand on social by fostering and connecting with our online community and following. We will accomplish this by establishing an in- house, creative agency that will handle content and social. • Specific Objectives 1. Retain social following. 2. Begin process of configuring agency. 3. Emphasize importance of Twitter, our platform with the most traction.
Social Media Objectives The following are examples of Uber’s current social accounts:
Uber Social Media Strategy
Uber Social Media Strategy
Uber Social Media Strategy
Social Media Objectives KPI’s Key Messages Number of Twitter Followers Uber is a living, breathing network. Hashtag Usage (multi-platform analysis) Riding safely, affordably and comfortably. Social Interactions and Sentiment The best way to get to your destination.
Online Brand Persona & Voice • Adjectives: • Safe • Affordable • Comfortable • Trustworthy • Intuitive • Examples of Brand Voice: • Quick • Responsive • Unique
Strategies & Tools • Paid: • Tweets in sponsored ads. • Owned: • All current users receive Uber “swag” in form of digital and print (wallpapers for iPhone and Android + hats, shirts and miniatures). • Earned: • Promo codes! All current users get promo codes depending on current events within geographic regions.
Strategies & Tools • Approved: • Hootsuite • Buffer • Existing Subscriptions: • Adobe Creative Cloud • Rejected • All subscriptions and tools were approved by upper-level management.
Key Timing & Dates Key Dates Internal Events Lead Times Reporting Dates UF Football Game against Texas A&M Promo Pizza Parlor 1 Week October Tampa Performing Arts Convention Pop-Up Kiosk 5 Months March Miami Yacht Show Lamborghini Uber Rides 2 Months December
Social Media Roles & Responsibilities • Social Media Director: Shelby King • Primary point of interaction: nothing goes out the door without her approval. • Social Media Manager: Drew Kakereka • Execute specific marketing deliverables. • Social Media Coordinator: Noah Obochowski • In charge of content and content distribution.
Social Media Policy As a company that values family and morals, it is imperative that Uber employees follow this strict code of conduct when operating on social accounts. • Inappropriate language is prohibited. • Never speak of another competitor unless addressed by their social account. See upper-level management, Shelby King, before replying. • DO NOT discriminate in any way, shape or form.
Critical Response Plan • Scenario 1: Uber’s finances are leaked to show downsizes and loss of money. • Action Plan: 1. Contact members of HR and Director, Shelby King. 2. Proceed to assess the situation, collect all leaked content and present immediately to upper-level management. 3. Call an immediate press meeting to consult the media. Pre-Approved Messaging: Since Uber would rather make a remark publicly, refrain from making any comment on social.
Critical Response Plan • Scenario 2: Lyft or Curb creates anti-Uber ad campaign. • Action Plan: 1. Contact members of HR and Director, Shelby King. 2. Allow ad campaign to run with no response until we measure its success. 3. Begin to formulate response when the campaign inevitably tanks. Pre-Approved Messaging: “Let’s see how this one plays out… (include image of Kermit the Frog sipping tea)”
Critical Response Plan Owner Name Telephone Email Marketing Director Andy Hopson (813) 529-5229 hopandy@uber.com Social Media Director Shelby King (727) 741-7645 kinshelby@uber.com Social Media Manager Drew Kakereka (305) 945-9459 kakdrew@uber.com Social Media Coordinator Noah Obochowski (123) 456-7891 noaobo@uber.com
Measurement & Reporting Response Social Network URL Followers Average Weekly Activity Average Engagement Rate Facebook https://www.facebo ok.com/uber/?bran d_redir=27101263 6394581 16M 20 Posts 60% Twitter https://twitter.com/ uber 1M 50 Posts 80% LinkedIn https://www.linkedi n.com/company/18 15218/ 700K 25 Posts 50% Instagram https://www.instagr am.com/uber/ 600K 10 Posts 45% Quantitative KPI’s: Reporting Period = 3 Months / Data as of August, 9, 2017 • Social Network Data By placing a heightened emphasis on Twitter, we have seen exponential growth. LinkedIn contin
Measurement & Reporting Response Social Network Volume Percent of Overall Traffic Conversion Rate Facebook 12 Million Unique Visits 11% 2.4% Twitter 30 Million Unique Visits 17% 5% LinkedIn 5 Million Unique Visits 6% 2% Instagram 2.8 Million Unique Visits 5% 0.3% Website Traffic Sources Assessment: We are seeing tremendous strides in Facebook, Twitter and LinkedIn. While our Instagram page c
Measurement & Reporting Response • Qualitative KPI’s • Sentiment Analysis • After further review of Tweets, Facebook posts and LinkedIn publications: • Positive Sentiment: Customers are pleased with our readiness to help and serve. • Negative Sentiment: “Lyft has friendlier drivers.”
Thank You.

More Related Content

Uber Social Media Strategy

  • 2. Table of Contents: 1. Executive Summary, October 2017 2. Social Media Audit 3. Social Media Objectives 4. Online Brand Persona & Voice 5. Strategies & Tools 6. Timing & Key Dates 7. Social Media Roles & Responsibilities 8. Social Media Policy 9. Critical Response Plan 10.Measurement & Reporting Results
  • 3. Executive Summary • Our social media priorities for 2017 will be furthering our brand on social by fostering and connecting with our online community and following. The primary focus will be to support revenue goals through driving more traffic to our website by sharing more engaging, relevant content and building deeper relationships with our customers. Two major social strategies will support this objective: 1. A plan to increase the volume of content we publish across social profiles. 2. Encourage conversations and share content.
  • 4. Social Media Audit The following is an audit of Uber’s social media presence. This following will showcase Uber’s social media profiles, web traffic, audience demographic and competitor analysis. Social Network URL Followers Average Weekly Activity Average Engagement Rate Facebook https://www.facebo ok.com/uber/?bran d_redir=27101263 6394581 15,134,382 15 Posts 50% Twitter https://twitter.com/ uber 843,000 28 Posts 70% LinkedIn https://www.linkedi n.com/company/18 15218/ 669,156 10 Posts 45% Instagram https://www.instagr am.com/uber/ 606,000 5 Posts 60% Data from October 2017 ter. Posts have the most traction with our audience, while things are not the same with LinkedIn. We should revamp the LinkedIn page to have more Social Media Assessment
  • 5. Social Media Audit: Social Network Volume Percent of Overall Traffic Conversion Rate Facebook 10 Million Unique Visits 10.2% 1% Twitter 20 Million Unique Visits 15.7% 3% LinkedIn 1 Million Unique Visits 4%% 0.2% Instagram 3 Million Unique Visits 5.5% 0.3% Website Traffic Sources Assessment Again, Twitter comes out on top as the largest contributer to web traffic and the audit t Timeframe: Monthly Average = June 9 to October 9
  • 6. Social Media Audit Audience Demographic Assessment Data from October 2017 5 0…2 0… 1 0… 2 0… 0 20 40 60 80 100 MEN WOMEN Age Distribution Gender Distribution Primary Social Network Secondary Social Network Facebook 40% Facebook 20% Twitter 50% Twitter 30% LinkedIn 15% LinkedIn 5% Instagram 20% Instagram 10% Primary Need Secondary Need Revamp LinkedIn to build following. Use visuals to increase Instagram following.
  • 7. Social Media Audit • Audience Demographic Analysis • The vast majority of our social media audience is the millennial generation, spanning from 18-30, predominately female. We believe this is due to Uber’s usage on college campuses and the need to travel safely at night. The primary motivators to visit Uber’s website is for more information regarding accounts and sign-up to drive.
  • 8. Social Media Audit Competitor Analysis Competitor Social Profile Strengths Weaknesses Lyft Instagram: https://www.instagra m.com/lyft/?hl=en Better customer service and faster replies. Nonexistent Twitter profile. Curb Facebook: https://www.faceboo k.com/gocurb/ Facebook polls that actively engage with followers. Retention on social pages is below standard. Didi Chuxing Twitter: https://twitter.com/Di diChuxing More user-friendly interface. Very weak profiles across the board. Twitter is considered a strong suit and is lacking entirely. Above showcases the competition Uber has in the ride-sharing market place. It has become appar
  • 9. Social Media Objectives • As stated in the Executive Summary, our social media priorities for 2017 will be furthering our brand on social by fostering and connecting with our online community and following. We will accomplish this by establishing an in- house, creative agency that will handle content and social. • Specific Objectives 1. Retain social following. 2. Begin process of configuring agency. 3. Emphasize importance of Twitter, our platform with the most traction.
  • 10. Social Media Objectives The following are examples of Uber’s current social accounts:
  • 14. Social Media Objectives KPI’s Key Messages Number of Twitter Followers Uber is a living, breathing network. Hashtag Usage (multi-platform analysis) Riding safely, affordably and comfortably. Social Interactions and Sentiment The best way to get to your destination.
  • 15. Online Brand Persona & Voice • Adjectives: • Safe • Affordable • Comfortable • Trustworthy • Intuitive • Examples of Brand Voice: • Quick • Responsive • Unique
  • 16. Strategies & Tools • Paid: • Tweets in sponsored ads. • Owned: • All current users receive Uber “swag” in form of digital and print (wallpapers for iPhone and Android + hats, shirts and miniatures). • Earned: • Promo codes! All current users get promo codes depending on current events within geographic regions.
  • 17. Strategies & Tools • Approved: • Hootsuite • Buffer • Existing Subscriptions: • Adobe Creative Cloud • Rejected • All subscriptions and tools were approved by upper-level management.
  • 18. Key Timing & Dates Key Dates Internal Events Lead Times Reporting Dates UF Football Game against Texas A&M Promo Pizza Parlor 1 Week October Tampa Performing Arts Convention Pop-Up Kiosk 5 Months March Miami Yacht Show Lamborghini Uber Rides 2 Months December
  • 19. Social Media Roles & Responsibilities • Social Media Director: Shelby King • Primary point of interaction: nothing goes out the door without her approval. • Social Media Manager: Drew Kakereka • Execute specific marketing deliverables. • Social Media Coordinator: Noah Obochowski • In charge of content and content distribution.
  • 20. Social Media Policy As a company that values family and morals, it is imperative that Uber employees follow this strict code of conduct when operating on social accounts. • Inappropriate language is prohibited. • Never speak of another competitor unless addressed by their social account. See upper-level management, Shelby King, before replying. • DO NOT discriminate in any way, shape or form.
  • 21. Critical Response Plan • Scenario 1: Uber’s finances are leaked to show downsizes and loss of money. • Action Plan: 1. Contact members of HR and Director, Shelby King. 2. Proceed to assess the situation, collect all leaked content and present immediately to upper-level management. 3. Call an immediate press meeting to consult the media. Pre-Approved Messaging: Since Uber would rather make a remark publicly, refrain from making any comment on social.
  • 22. Critical Response Plan • Scenario 2: Lyft or Curb creates anti-Uber ad campaign. • Action Plan: 1. Contact members of HR and Director, Shelby King. 2. Allow ad campaign to run with no response until we measure its success. 3. Begin to formulate response when the campaign inevitably tanks. Pre-Approved Messaging: “Let’s see how this one plays out… (include image of Kermit the Frog sipping tea)”
  • 23. Critical Response Plan Owner Name Telephone Email Marketing Director Andy Hopson (813) 529-5229 hopandy@uber.com Social Media Director Shelby King (727) 741-7645 kinshelby@uber.com Social Media Manager Drew Kakereka (305) 945-9459 kakdrew@uber.com Social Media Coordinator Noah Obochowski (123) 456-7891 noaobo@uber.com
  • 24. Measurement & Reporting Response Social Network URL Followers Average Weekly Activity Average Engagement Rate Facebook https://www.facebo ok.com/uber/?bran d_redir=27101263 6394581 16M 20 Posts 60% Twitter https://twitter.com/ uber 1M 50 Posts 80% LinkedIn https://www.linkedi n.com/company/18 15218/ 700K 25 Posts 50% Instagram https://www.instagr am.com/uber/ 600K 10 Posts 45% Quantitative KPI’s: Reporting Period = 3 Months / Data as of August, 9, 2017 • Social Network Data By placing a heightened emphasis on Twitter, we have seen exponential growth. LinkedIn contin
  • 25. Measurement & Reporting Response Social Network Volume Percent of Overall Traffic Conversion Rate Facebook 12 Million Unique Visits 11% 2.4% Twitter 30 Million Unique Visits 17% 5% LinkedIn 5 Million Unique Visits 6% 2% Instagram 2.8 Million Unique Visits 5% 0.3% Website Traffic Sources Assessment: We are seeing tremendous strides in Facebook, Twitter and LinkedIn. While our Instagram page c
  • 26. Measurement & Reporting Response • Qualitative KPI’s • Sentiment Analysis • After further review of Tweets, Facebook posts and LinkedIn publications: • Positive Sentiment: Customers are pleased with our readiness to help and serve. • Negative Sentiment: “Lyft has friendlier drivers.”