Uber's Social Media Strategy for Customer Engagement
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This is Project 1: Social Media Strategy for my PUR3622 class at UF.
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Uber's Social Media Strategy for Customer Engagement
- 1. UBER February 20,2018 Shelby Gabrielle Lopez 1
- 2. • 1. Executive Summary • 2. Social Media Audit • 3. Social Media Audit Continued • 4. Social Media Objective • 5. Online Brand Persona andVoice • 6. Strategies andTools • 7.Timing and Key Dates • 8. Social Media Roles and Responsibilities • 9. Social Media Policy • 10.Critical Response Plan • 11.Measurement and Reporting Rules • 12.Citations TABLE OF CONTENTS
- 3. EXECUTIVE SUMMARY • Uber is an app that provides people with transportation options for many different reason.It was launched in March 2009 and since then also started delivering food.Uber is popular among 16-34 year old's an offers a range of transportation choices. From carpooling to traveling in style Uber has an option for anyone who chooses to use the app.Uber is available in 83 countries and 674 cities. 3
- 4. SM ASSESSMENT • Twitter: https://twitter.com/Uber 882 k followers • Support Twitter: https://twitter.com/Uber_Suppor t 243K followers • Facebook:https://www.facebook.com/ube r/?ref=br_rs 17M likes. • https://www.uber.com/ • Android download:https://play.google.com/store/a pps/details?id=com.ubercab&hl=en • Apple download:https://itunes.apple.com/us/app /uber/id368677368?mt=8 WEBSITE SOCIAL MEDIA AUDIT
- 5. AUDIENCE • Hungry lazy people • Drunk people • Hungover people • People who need a ride • • To/from airport 3 • To/from work COMPETITORS SOCIAL MEDIA AUDIT CONT. 4
- 6. SOCIAL MEDIA OBJECTIVE Bring in customers and impress them enough to keep them as a loyal customer instead of switching to a competitors. Use social media to engage with customers with an issue that might have occurred during a ride or with billing later. ONLINE BRAND & VOICE When Interacting with customers ----------------------------- • Understanding • Kind • Helpful Adjectives to describe brand ---------------------------- • Reliable • Automatic • Responsible • Homely
- 7. STRATEGIES & TOOLS Paid: • Television Commercials Owned: • #uber Earned: • Promotion for inviting users • Uber Storytime's (Youtuber's talk about their experience in ubers) Uber app for GPS
- 8. TIMING & KEY DATES Holidays • NewYear's Eve/ Day • St Patrick's Day • Cinco de Mayo • 4th of July • Halloween
- 9. SOCIAL MEDIA ROLES & RESPONSIBILITIES Social Media Director - Dara Khosrowshahi,oversees everything Social Media Marketer - Jen Joyce, creative campaigns 5.
- 10. SOCIAL MEDIA POLICY • Be respectful • Be helpful thoroughly and quickly • Treat others the way you want to be treated. • Be kind to competitors • Remember you are being watched
- 11. CRITICAL RESPONSE PLAN • Take a screenshot • Delete postA.S.A.P. • Notify Social Media Manager • Depending on the situation see the handbook for the pre-drafted responses. Get permission from team before posting • Remain calm • If media has picked up on the issue:report to Social Media Manager for next steps
- 12. MEASUREMENT & REPORTING RULES Quantitative: Retweets, shares,posts,uses/rides • 14.9k tweet and replies • Over 20 famous/ verified followers
- 13. CITATIONS 1. https://play.google.com/store/apps/details?id=com.ubercab 2. http://www.businessofapps.com/data/uber-statistics/ 3. https://blog.globalwebindex.net/chart-of-the-day/uber-demographics/ 4. http://www.businessofapps.com/data/uber-statistics/#5 5. https://www.linkedin.com/in/joycejen/