2. Table of Contents
1. Executive Summary, October 2017
2. Social Media Audit
a. Social Media Assessment, October 2017
b. Traffic Sources Assessment, October 2017
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results, October 2018
3. Executive Summary
● Company Description, Brief History and Target Market
○ Uber Technologies Inc. is a private ride service that was founded in 2009 in San Francisco, CA. Since its start,
it has grown to provide ride services in 633 cities worldwide. As of 2016, its annual revenues are $6.5 billion,
and as of August 30th, 2017 its current CEO is Dara Khosrowshahi. Uber’s current target market are 16-34
year olds, whose heavy smartphone usage make this age category particularly profitable.
● Social Media Priorities
○ Uber's main social media priorities for 2017 will be to grow its online following and community.
● Social Media Objectives
○ The company's primary objective will be to support continued revenue and increased traffic on all social
media platforms. More relevant, engaging and creative posts will ensure that we meet this goal and provide
ever-higher customer service engagement and gaining insight into our everyday consumer.
● Social Media Strategies
○ Two major social strategies will support this objective:
1. A plan to increase the volume of content we publish to our social profiles, keeping in mind the need
to be relevant and engaging.
2. Understand our audience base by encouraging conversations on all social media channels.
4. Social Media Audit (Part 1 of 4)
● The following is an audit of Uber Technologies Inc. social media presence to date. It includes an assessment of all
social networks, web traffic, audience demographics, and a competitor analysis.
Social Media Assessment Date: October 8, 2017
Summary: The highest amount of interactions occur on Facebook, with an audience size of over 15 million people (the
precise engagement rate average cannot be calculated at this time). The least amount of audience interactions occur on
LinkedIn.
Social
Network
URL Follower
Count
Average Weekly
Activity
Average Engagement
Rate
Facebook https://www.facebook.com/uber 15,137,792 5 posts per week 22%
Twitter https://twitter.com/uber 833,000 13 posts per week 16%
Instagram https://www.linkedin.com/compan
y/1815218/
604,000 2 posts per week 20%
LinkedIn https://www.instagram.com/uber/ 668,778 2 posts per week 3%
5. Social Media Audit (Part 2 of 4)
Website Traffic Sources Assessment Date: October 8, 2017
Summary: Facebook is the largest audience base and most influential driver of traffic to the company, with the second
largest conversion rate (conversion goal = usage of app) to be found with social media networks Twitter and Instagram.
Source Volume (unique visits) % of Overall Traffic Conversion Rate
Facebook 8,500 40% 4.10%
Twitter 3,525 9% 2%
Instagram 2,400 8.50% 1.20%
LinkedIn 985 7.60% 0.94%
6. Social Media Audit (Part 3 of 4)
Audience Demographics Assessment Date: October 8, 2017
Summary: Over half of the audience interaction with the brand occurs within
the 16-34 year old range. Reporting Facebook and Instagram as their primary
social networks, these social media channels generate the largest amount of
social media traffic for Uber.
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
16-24: 37%
25-34: 28%
35-44: 17%
45-54: 12%
55-64: 6%
48% female
52% male
58% Facebook
21% Instagram
21% Twitter
6% LinkedIn
45% Instagram
30% Facebook
20% Twitter
5% LinkedIn
Hire a private
driver to one's
destination
through the
convenience and
privacy of your
smartphone.
Rely on the
company's
background
checks to
ensure safety
rather than a
normal taxi.
7. Social Media Audit (Part 4 of 4)
Competitor Assessment Date: October 8, 2017
Summary: While Lyft does run many promotions to try and command a larger audience base, Uber has the name that is
synonymous with the concept of private rides itself, and thus will always carry the larger audience. It should not be
overshadowed by Lyft, much less Curb, at any time in the foreseeable future.
Competitor Name Social Media Profile Strengths Weaknesses
Lyft https://www.faceboo
k.com/lyft/
Popular alternative
to Uber, with
promotions and
cheaper fares
running to generate
more traffic.
Not available in as
many cities or with
as large of a driver
base as Uber.Curb https://www.faceboo
k.com/gocurb/
8. Social Media Objectives
Overall Business Objectives:
Uber's 2017 social media strategy focus is to grow its online following
and community on all social media platforms to support continued
revenue. In order to do so, the social media strategy must be geared
toward more relevant, engaging and creative posts to meet this goal,
while providing quality customer service engagement.
Social Media Objectives to Support Business Goals:
● Increase the amount of followers on Twitter, Instagram and
Linkedin to 1 million followers within a year.
● Boost customer service relationships by responding more quickly
and efficiently to conversations on all four social media channels.
● Increase the amount of unique visitors on all social media
channels by 20% in 12 months with the use of more efficient
hashtags and photographs that accompany posts.
9. Social Media Goals (continued)
KPIs
● Quantitative
○ Number of followers on Facebook, Twitter, Instagram and LinkedIn
● Qualitative
○ Ensuring trust and brand loyalty through exceptional customer service
● Key Supporting Messages:
○ Go where you need to, ride how you want to
○ Arrive in style
10. Online Brand and Persona and Voice
Adjectives That Describe Our Brand:
● Convenient
● Low-cost
● Safe
● Friendly
● Fast
● Trustworthy
When Interacting With Customers We Are:
● Hospitable
● Accessible
● Swift
● Prudent
● Accommodating
● Empathetic
11.
12. Strategies and Tools
● Paid:
○ Every Friday and Saturday at 12 p.m. or later, boost Facebook posts to remind app users about Happy Hour, and to be safe and
take an Uber. The post must have a minimum organic reach of 3,000 with at least 200 comments and 100 shares.
● Owned:
○ Introduce the hashtag #UberRides to incite user-generated content in the United States by sharing about a ride they took with
friends (with pictures). The winner receives a three day paid trip with those they rode in the Uber with to one of five Uber hub
destinations: New York City, Chicago, Miami, Los Angeles, or New Orleans.
● Earned:
○ Use the celebrity status of three Instagram influencers and three Twitter influencers and encourage a scavenger hunt in their
native hometown, using Uber to get from Point A to Point B in the hunt.
● Tools
○ Approved
■ Hootsuite
■ Buffer
○ UberVU
○ Rejected
■ N/A
○ Existing Subscriptions/Licences:
■ YouTube
13. Key Dates and Timing
● Key Dates
○ New Year's Eve and Day
● Valentine's Day
○ Month of March - Spring Break for Most Colleges and Universities
○ End of April and Beginning of May - Most college and University Graduations
○ Fourth of July
○ Labor Day
○ Halloween
○ Thanksgiving
○ Crhistmas
● Internal Events
○ Month of August - End of Summer Safe Ride Promotion (10% off all rides made at "Happy Hour" -
3pm to 5pm and 3am to 5am)
○ Reporting Dates
● Reporting will occur monthly, with summary final reports submitted for review every three months.
14. Social Media Roles and Responsibilities
● Marketing Director: Adam Grenier
○ Responsibilities: Oversees the development and implementation of the brand strategy
● Social Media Manager: Jen Joyce
○ Responsibilities: Supervise the brand strategy social media implementation, including
topics that are relevant and engaging to target audience
● Social Media Coordinator: Dominique Murphy
○ Responsibilities: Manages day-to-day reports of all social media channels
15. Social Media Policy
Uber employees are expected to act in a manner befitting that of an ambassador, using the utmost
respect and professionalism in all matters relating or pertaining to Uber. In using your own personal
social media, Uber employees are not to post about or in any way affiliate their personal accounts with
the company name. Additionally, Uber employees are not to slander the company name, remembering
the following values to promote and uphold the brand value of Uber:
● Use common sense
● Be aware of your actions and words
● Enthusiastically and positively serve those you interact with for the company
● Remember that you are ultimately responsible for what you post
16. Critical Response Plan
● Scenario One: Inappropriate Tweet or post sent
from @Uber
Action Steps
1. Take a screenshot
2. Delete Tweet or post
3. Alert Jen (Social Media Manager); if unable to
contact alert Adam (Marketing Director)
4. Await impact evaluation from Jen and Adam
5. Follow-up Tweet or post sent with Jen's and
Adam's approval
6. Monitoring social media channels for response
7. Disciplinary action for the individual(s) responsible
Pre-approved Messaging
NO PRE-APPROVED MESSAGING IN THIS SCENARIO
Messaging will be dependant on the nature of the tweet -
to be developed by Jen and Adam
● Scenario Two: Uber Accident or Incident (no
serious injuries)
Action Steps
1. Notify Jen and Adam
2. Monitoring the number of social media
mentions of the situation
3. Jen and Adam evaluate the mainstream media
impact of accident/incident
4. Follow-up message pushed to media channel
where the news first broke to try and mitigate
the spread's severity.
Pre-approved Messaging
Twitter: "We are happy to report no serious injuries have
occurred in today's incident. More information to come as
we investigate."
Facebook: “A three-vehicle accident involving one of our
drivers and a passenger has not resulted in injury. We are
investigating the incident and will update as we try to
ensure the utmost safety for our passengers in every ride.”
17. Measurement and Reporting Results (Part 1 of 3)
Quantitative KPIs
● Social Network Data Reporting October 1, 2018
Social
Network
URL Follower
Count
Average Weekly
Activity
Average
Engagement
Rate
Facebook https://www.facebook.com/uber 17,621,145 5 posts per week 30%
Twitter https://twitter.com/uber 1,300,000 16 posts per week 19%
Instagram https://www.linkedin.com/company/18
15218/
1,200,000 5 posts per week 25%
LinkedIn https://www.instagram.com/uber/ 1,050,000 5 posts per week 6%
18. Measurement and Reporting Results (Part 2 of 3)
● Website Traffic Data Reporting October 1, 2018
Source Volume (unique
visits)
% of Overall Traffic Conversion Rate
Facebook 8,500 40% 4.10%
Twitter 3,525 9% 2%
Instagram 2,400 8.50% 1.20%
LinkedIn 985 7.60% 0.94%
19. Measurement and Reporting Results (Part 3 of 3)
Results Assessment:
Uber's Twitter, Instagram and LinkedIn accounts have all reached over 1 million followers, thereby fulfilling our goal to
reach over 1 million followers and to increase our unique visitors by 20% in 12 months. Directly aiding in this endeavor
was the ability to schedule posts across multiple platforms on Buffer, and weekly staff meetings featuring a selected
article from Hootsuite. Uber has also become much more engaged with its users on all social media channels, most
notably doubling the average engagement rate on its LinkedIn page.
Qualitative KPIs
Sentiment Analysis:
● An analysis of the social media channels Uber uses has revealed the following:
○ Increased user-generated content throughout and after the promotion of the #UberRides hashtag
○ Uber corporate has gone above and beyond in making our customer service interactions a positive experience; most negative
mentions of Uber now lie in individual drivers themselves.
○ Riders more frequently used the 10% off available to them in the Happy Hour times of 3pm-5pm and 3am-5am.
Future actions:
● Focus on drivers, including the hiring thereof, the training to become an Uber driver, and professionalism while
working
● Investigate peak driving times to couple with the possibility of increased profits through special promotions, such
as the Happy Hour promotion.
