Uber's 2018 Social Media Strategy

1. Uber
SOCIAL MEDIA STRATEGY

2. Executive Summary
-The purpose of our Social Media Strategy is to maximize our
amount of reach on all social media platforms
◦ Launch a new campaign that emphasizes inclusivity and
nationalities to make Uber more relatable and personal
◦ Use our new social media strategy to drive more customers and
audiences to our website and to hopefully bring an increase in
traffic and as a result conversions
◦ Show that Uber cares about it’s drivers and it’s customers and
appreciates their diversity
◦ Drive engagement through user’s unique stories allowing for
“Word-of-mouth” advertisement

3. Website Traffic Sources Assessment
Source Volume %of Overall
Traffic
Conversion
Rate
Facebook 1245798 59% 3.2%
Twitter 688352 13% 1.4%
Instagram 64590 5% 0.80%

4. Facebook

5. Twitter

6. Online Brand & Persona Voice
-Upbeat
-Understanding
-Helpful
-Innovative
-Progressive
-Professional
-Positive

7. Social Media Assessment
Social
Network
URL Like/Follower
Count
Average
Weekly Activity
Average
Engageme
nt Rate
Facebook Facebook.co
m/uber
15136920 6 post 23%
Twitter Twitter.com/U
ber
833,000 14 post 17%
Instagram Instagram.co
m/Uber
604,000 1 post 34%

8. Demographics
Gender
Female Male
Age Distribution
16-24 25-34 35-44 45-54 55-64

9. Competitor Assessment
Competitor Social Media Strengths Weaknesses
Lyft www.facebook.com/lyft • Car
inspections
• Driver
Background
Checks
• Phone
chargers in the
cars
• Passenger can
DJ
• Picture of
driver is shown
• Ride far depends on time of day
which can lead to surge charge
• Smartphone needed to book ride
• Lyft only gets 20% of ride fare
• Competing brands have more
drivers
• Only present in USA
Curb www.facebook.com/gocur
b
• Book a ride in
advance
• Pick amount of
tip
• No surge
charge
• Small consistent fee each time
you book

10. Social Media Objectives
Overall Business Goal: Increase followers/likes on all platforms
◦ Determine how to increase website traffic driven from Instagram and Twitter
Social Media Initiatives to support business goals
◦ Increase Instagram posts to 2 posts a week
◦ Increase Twitter posts to 20 tweets a week
◦ Increase followers on all platforms by 1500 in 2 months
KPIs
◦ Facebook likes/shares
◦ Twitter followers/RTs
◦ Instagram followers/likes
◦ Mentions and comments from audience on all three
Key Supporting Messages
◦ Uber: I Am Uber.

11. Strategy
Emphasize the fact that Uber is all over the world
Launch “I Am Uber” Campaign on Social Media Platforms
Create a version of Uber Logo that uses flags from different countries/displays
the “around the world” message
Use #IAmUber and get people to include their stories from different parts
around the world
◦ Include drivers’ stories

12. Strategy: Logos to include in posts
during the launch of the campaign

13. Strategy
Use Facebook ad tools to pay and get more reach to the target
audience
Use Instagram ad tools to boost posts and further our campaign
Use #IAmUber to engage followers in heart warming/fun stories
Use Hootsuite/Buffer to organize and plan content ahead of time
and keep a consistent and continuous message flowing to the
audience
Use Photoshop/Canvas to create and design graphics that can be
included in posts to keep audience interested

14. Important Dates
Big holidays such as…
Christmas break
Halloween (launch)
Thankgiving (maybe focus on American Uber driver stories)
◦ Black Friday use promo code IAMUBER
New Years Eve (maybe a NYE promo code; focus on getting home safe after
drinking)
Superbowl
Timing
Space out posts
Repeat posts

15. Key Roles

16. Critical Response: Social Media
Post
Delete Post
Document it-what was wrong with the post
Determine the extent of the damage
Contact management/Public Relations team
Send out public apology on all platforms

17. Bad Press/Tragic Incident
Contact PR Team
Monitor the progression of the news via news
outlets/social media topics
Launch Press Release addressing the matter
Manage Crisis by thinking of ways to prevent it from
happening again