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Social Media Strategies for Uber
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- 4. Social Media Audit This is an audit of Uber’s social media channels and in the audit it shows the web traffic, audience traffic and compe8tor analysis. Source Volume % ofOverall Traffic Conversion Rate Twitter 140,250 5.31% 2.00% Facebook 1,646,535 64.57% 73.00% Instagram 76,500 2.37% 1.00% Linkedin 140,250 5.44% 3.75%
- 5. Demographic Summary A large por8on of the costumers of Uber between the ages of 18-30 due to needing a quick ride to a des8na8on. Facebook and LinkedIn are Uber’s primary social networks, with Twi_er and Instagram being their Secondary. Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 37%16-24 48% Female 60% Facebook 6% Twitter To get a driver that is reliable to pick them up and drive them to a location To get cheap reliable prices that beat local taxi's 28% 25-34 52% Male 9% Linkedin 1% Instagram 17% 35-44 12% 45-54 6% 55-64
- 6. Competitor Summary Competitor Name Social Media Profile StrengthsWeaknesses Lyft Instagram/lyft Bright colors in their visuals make it pop more and draws people in They do not post as often as they probably should to get more attention Curb Instagram/gocurb Looks authentic and legitimate making it more appealing for people to try Not much activity or traffic brought to them and doesn’t seem like many people know of them The compe8tors have shown to have a strong presence on certain social media channels as well as having amazing visuals. We can see from looking at the compe8tors that they need to communicate more with their costumers, both by pos8ng more content and listening to cri8ques.
- 7. Social Media Objectives A big focus for Uber’s social media strategy is to gain more followers and customers. With having a more engaging and interac8ve social media it will allow more engagement between the company and costumer. With these objec8ves they will be able to see an increase in social media traffic. • An increase in visual materials over all social media channels by 50% in the next 2 quarters • Increasing the follower count on Twi_er over the next 2 quarters by 25,000 • Using hashtags and content that links back to the website by 20% in social media posts
- 8. Online Brand Persona and Voice • Adjec8ves that describe our brand • Service • Convenience • Reliable • Personal • Taxi • Bold • Feedback from our customers • Helpful • Dependable • Friendly
- 9. Strategies and Tools • Approved • Hootsuite • Buffer • Rejected • N/A • Exis8ng subscrip8on/License • InDesign • UberPlus • Vimeo • Canva • Youtube
- 11. Timing and Key Roles • Holiday Dates • Spring Break • Christmas • Halloween • Valen8ne's Day • Easter • Internal Dates: • December 14th & 15th Community Food and Toys Drive • Repor8ng Dates: • Repor8ng are once every quarter so February, May, August and November
- 12. Social Media Roles and Responsibilities • Paid • Purchasing promo8ons and boost on social media at least once a week such as on Friday for the weekend. Each post should have a minimum amount of ac8vity to reach such as a 1000 likes and 500 comments. • Owned • Have costumers more engaged and sharing their experiences on their social media. This can be on Twi_er or Instagram and make it more appealing their other followers to want to try Uber. • Earned • Look on social media channels for key words that target your company such as taxi, uber, and driver. Marke8ng Director: Adam Grenier Social Media Manager: Jen Joyce Social Media Coordinator: Dominique Murphy
- 13. Social Media Policy Social media issomething that the average American uses on a daily basis. We use it to connect with family, friends, employers, businesses, and costumers. Social media is constantly changing and its important for companies to try and be in front of the fold. Uber has been one of these companies that has been in front of the fold. Uber was one of the first companies to start ridesharing, which has changed costumer’s views on taxis and how to get to their destination. With more costumers giving feedback Uber can assess and work on the negative reviews.
- 14. Critical Response Plan • Scenario- Inappropriate tweet sent from @Uber 1. Screenshot the Tweet 2. Delete the tweet 3. Alert Jon Joyce, if he is unavailable contact their assistant ASAP 4. No8fy other key publics 5. Jon discuss severity of the tweet 6. Jon sends a follow-up tweet 7. Determine disciplinary ac8on for who is responsible for the offensive tweet Pre Approved Messaged: No pre-approved messaging in this scenario Messaging will dependent on the nature of the tweet
- 15. Measurement and Reporting Results Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook Facebook.com/ uber 15,121,471 6posts per week 22.80% Twitter Twitter.com/ uber 832,000 14 posts per week 17% Instagram Instagram.com/ uber 604,000 2 posts per week 33.75% LinkedIn Linkedin.com/ uber 668,423 1 posts per week 2% Quan8ta8ve KPs Data collected June 1, 2017 3 Month Repor8ng Period
- 16. Measurement and Reporting Results Source Volume % ofOverall Traffic Conversion Rate Facebook 1,646,535 64.57% 73.00% Twitter 140,250 5.31% 2.00% Instagram 76,500 2.37% 1.00% LinkedIn 140,250 5.44% 3.75% Quan8ta8ve KPIs Data collected June 1, 2017 3 month Repor8ng Period