PUR 3622 Lyft Social Media Strategy

1. Lyft
Social Media Strategy
Jerrod Tucker
2/24/2018

2. Table of Contents
1. Executive Summary
2. Social Media Audit
a) Social Media Assessment
b) Customer Demographics Assessment
c) Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Social Media Roles and Responsibilities
7. Social Media Policy
8. Critical Response Plan

3. Executive Summary
• Our major social media priorities for 2018 will be to continue to grow our
social media presence.
• We want to be able to drive revenue from through expanded traffic to our
website and app. We also want to promote our Lyft business
accommodations.
• We plan to increase the content we are publishing to our profiles.

4. Social Media Audit
Social Network URL Follower Count Projected followers by end
of 2018
Twitter https://twitter.com/lyft 252k 300k
Facebook https://www.facebook.co
m/lyft/
558k 600k
Instagram https://www.instagram.co
m/lyft/?hl=en
115k 130k
LinkedIn https://www.linkedin.com/
company/lyft
79k 90k
Social Media Assessment:
Significant following on each of the platforms. Biggest following on Facebook with just close to the
same amount of likes. Most interactions come from customers posting the story of their rides or their
interactions with the drivers.

5. Audience Demographics Assessment
Source Volume % of Overall Traffic Conversion Rate
Twitter 1000 unique visits 5% 2.3%
Facebook 3000 unique visits 20% 1.8%
Instagram No data No data No data
LinkedIn 200 unique visits .5% .02%
Traffic Summary:
At present time, Facebook is by far the biggest driver of traffic to our website. The conversion rate
(conversion goal = ticket purchase) lags slightly behind Twitter at 1.8% and 2.3% respectively. Although no
direct traffic data is available for Instagram, many social interactions occur on this network.

6. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Uber https://twitter.com/Uber More followers. Operates
in dozens of countries.
Can schedule a ride up
to 30 days in advance
Unpredictable business
model. Drivers do not
earn much. Incentive to
stay with Uber is low.
Fasten https://www.facebook.c
om/fasten/
Lower commission for
drivers. Still growing
Operates in two cities.
Scarcity of drivers.
Competitor Assessment Summary:
Uber and Fasten are direct competitors with
our brand. Fasten is the smaller of the two
with no as many followers and reach on
social media. Uber is our biggest rival. They
have more followers on each platform. We
are very similar to Uber except we will take
our campaign to another level this year.

7. Social Media Objectives
• In 2018, the primary focus of our social media strategy will be to increase traffic to
our sites and support our revenue goals.
• We want to grow our following on each platform.
• Some specific objectives include:
• Increasing unique visitors by 30% by October of 2018
• Increased use of brand hashtags
• Integration of Snapchat based content

8. Online Brand Persona and
Voice
Adjectives that describe our brand:
• Fearless
• Convenient
• Happy
• Energetic
When interacting with customers we are:
• Encouraging
• Friendly
• Pleasant
Strategies and Tools
• Paid/sponsored ads on Facebook and Instagram using our new brand persona. We will employ a new
spokesperson who we think will push our brand over the top.
• Introduce #catchaLYFT to all our posts for the remainder of the year. Make sure the hashtag is
incorporated into everything we publish.
• Start a rewards based program. Each time customer takes a ride or uses a hashtag they gain a point
towards free rides.
• Tools- Hootsuite, YouTube, Vimeo

9. Social Media Roles and
Responsibilities
Marketing Director- Brian Smith
Social Media Manager- Jerrod Tucker
Social Media Coordinator- Whitney Turner
Supporting Social Media Team Members
Tom Drake (social ads support)
Josephine Walker (customer support- social media)
Social Media Policy
Social media is a deeply ingrained in our day to day lives. We use it to spread company messages, interact with
customers and partners, and to share our personal activities, thoughts, ideas, plans and more. As an employee and
representative of Lyft you are expected to demonstrate best practices and a sense of etiquette in your use of social
by following some simple guidelines.
• Be respectful
• Use common sense
• Stay out of trouble
• Be polite not rude or insensitive
• Be nice to strangers
• Act helpful to customers
• Don’t down talk the competition

10. Critical Response
Plan • Scenario 2- Car crash no injuries
• Action Plan
• Alert owner and Brian
• Brian to sync with Jerrod and evaluate the social
media presence of the situation
• If media has picked up incident Brian to manage
all inquiries.
• Jerrod to push messaging to social channel
where news broke first. He will monitor the
spread of the news
• Owner and Brian evaluate the need for a longer
statement and write one if necessary
• Monitoring of situation until all clear
Scenario 1- Inappropriate Tweet Sent from @Asklyft
Action Plan
1. When tweet is detected:
• Screenshot tweet
• Delete tweet
• Alert Jerrod Tucker (social media manager) If
unavailable alert Brian Smith
1. Jerrod to sync with Brian to discuss impact and
evaluate
2. Jerrod to develop appropriate follow up tweet that
Brian approves.
3. Brian manages all media contact if not available
owner takes charge
4. Jerrod and Brian talk best plan for employee
responsible for tweet. Best action plan available.