This document outlines Uber's social media strategy. It includes an audit of their current social media presence on Twitter and Instagram, including follower counts and engagement rates. It also analyzes traffic sources and customer demographics. The objectives are to increase app usage and engagement on social media. Strategies include paid, owned, and earned media. The roles and responsibilities, policy, and critical response plan are defined. Progress will be measured by key metrics and reported quarterly.

1. UBER
EMONE ROBINSON
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2. UBER
TABLE OF CONTENTS
▸ 1. Executive Summary
▸ 2. Social Media Audit
▸ A. Social Media Assessment
▸ B. Traffic Sources Assessment
▸ 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
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3. UBER
EXECUTIVE SUMMARY
▸ The main focus is to increase traffic
through our social media accounts.
Increasing traffic flow will help
create strong relationships with our
customers.
Social Strategies:
▸ Becoming more attentive of our
customers needs.
▸ Find a way to produce nice traffic
flow.
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4. UBER
SOCIAL MEDIA AUDIT
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Social
Network
URL
Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter
Https://
twitter.com/
Uber
833k
8 posts
per week
2%
Instagram
Https://
www.instagram.c
om/uber
604k
A post per
week
1%

5. UBER
WEBSITE TRAFFIC
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Source Volume
Percentage of
Overall Traffic
Conversion
Rate
Twitter 14.5k visits 7% 6%
Instagram 564 visits 2% 3%

6. UBER
AUDIENCE DEMOGRAPHICS
▸ Majority of the respondents
are in the 16-24 age group
▸ In 16-24 age group 48% are
females.
▸ In the 25-34 age group, 52%
are males.
16-24 25-34 35-44 45-54 55-64
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7. UBER
COMPETITOR
▸ Lyft
▸ Twitter: @lyft
▸ Lyft is a competitor in the Americas that
makes use of social media effectively.
▸ Strengths: Innovative marketing by
including mustaches on the front of
cars.
▸ Weakness: Majority of the income goes
to the drivers, therefore, Lyft’s profit on
rides are limited
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8. UBER
COMPETITOR
▸ Grab
▸ Twitter: @grabMY
▸ Strengths: Estimated charges for
your ride will be shown once
booking is successful.
▸ Weakness: To pay for the cab you
pay directly to the driver.
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9. UBER
SOCIAL MEDIA OBJECTIVE
▸ Our overall business goal for 2017
is to increase the amount of traffic
to our apps (IOS and Android)
through social media.
Objective Supporting business goals:
‣ Increasing flow of traffic on our
social media accounts.
‣ Increase engagement on our social
media accounts.
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10. UBER
SOCIAL MEDIA OBJECTIVES
KPIs:
▸ Number of visitors from Twitter
and Instagram. (Quantitative)
▸ Number of Instagram and Twitter
followers. (Quantitative)
▸ Number of posts to Twitter and
Instagram (Quantitative)
▸ Sentiment Analysis (Qualitative)
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11. UBER
SOCIAL MEDIA OBJECTIVES
Supporting Messages:
‣ Connecting with people throughout the world on personal and business
level.
‣ Leaving a positive impact on the world.
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12. UBER
ONLINE BRAND PERSONA AND VOICE
▸ Reliable
▸ Convenient
▸ Luxurious
Examples of Brand Voice Social Media Interactions:
‣ Responsive
‣ Respectful
‣ Courteous
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13. UBER
STRATEGIES AND TOOLS
▸ Paid: Increase posting by 20% too increase your
engagement.
▸ Owned: Introduce new discounts for referring new
customers.
▸ Earned: Browse through all social media accounts that can
benefit from Uber.
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14. UBER
STRATEGIES AND TOOLS
Tools:
‣ Approved: Hootsuite
‣ Rejected: N/A
Existing Subscriptions/Licenses:
‣ Photoshop
‣ InDesign
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15. UBER
TIMING AND KEY DATES
Holiday Dates
▸ New Year’s Day
▸ Independence Day
▸ Christmas Day
Internal Events
‣ Hurricane Irma
Lead Times: Approximately two weeks
Reporting: three times per quarter
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16. UBER
SOCIAL MEDIA ROLES AND RESPONSIBILITIES
▸ Social Media Director: Jill Hazelbaker
▸ Responsibilities: in charge of overseeing corporate and
executive communications globally and a public policy.
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17. UBER
SOCIAL MEDIA POLICY
▸ We use social media to interact with customers, answering
any questions and show upcoming events. As an
employee of Uber, you represent our brand. You are held
to a standard with your use of social media. Follow these
guidelines:
▸ Be helpful to customers.
▸ Help find solutions to problems we encounter.
▸ Spread the word about events.
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18. UBER
CRITICAL RESPONSE PLAN
▸ Scenario 1- Inappropriate Tweet Sent from @Uber
Plan of Action
1. When tweet is detected:
‣ Delete Tweet
‣ Alert Social Media Manager
‣ Discuss a follow up tweet
‣ Discussion with employee who published tweet for any disciplinary actions
▸ Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO
Messaging will depend on the nature of the tweet.
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19. UBER
MEASUREMENT AND REPORTING RESULTS
Social
Network
URL
Follower
count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter
Https://
twitter.com/
Uber
833k
8 posts
per
4%
Instagram
Https://
instagram.co
m/Uber
604k
A post
per
5%
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