project SlideShare based off the company, Uber.

1. UBER
Kaitlyn Paley

2. EXECUTIVE SUMMARY
Our social media priorities for 2017 will be to expand our following and
create stronger relationships with customers.
The primary focus will be to create and complete

3. SOCIAL MEDIA ASSESSMENT
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter https://twitter.com/Uber 883k 3 posts a week 3%
Facebook
https://www.facebook.com/uber
/ 15 million 1 post a week 4%
Instagram
https://www.instagram.com/ube
r/ 604k 2 posts a week 2%

4. WEBSITE TRAFFIC SOURCES
ASSESSMENT
Source Volume % of Overall Traffic Conversion Rate
Twitter 3000 unique visits 10% 2.70%
Facebook 5000 unique visits 30% 3.40%
Instagram NO DATA NO DATA NO DATA

5. AUDIENCE DEMOGRAPHICS
ASSESSMENT
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
80% 18-30 45% male 30% Instagram 20% Twitter
Secure way to get around town without having
to drive, therefore leaving the ability to be
intoxicated
20% 31-40 50% female 40% Twitter 30% Facebook
An amazing opportunity if there is no access to a
personal vehicle.
10% 41-55 20% Facebook 40% Instagram

6. COMPETITOR ASSESSMENT
Competitor Name Social Media Profile Strengths Weaknesses
Lyft
https://twitter.com/lyft?ref_src=tw
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Does the same thing as uber at a
sometimes lower price
Came along after Uber, therefore doesn’t
have as much popularity and isnt found
in every town.

7. COMPETITOR ASSESSMENT SUMMARY
One of Uber’s major competitors, if not only competitors is Lyft. Lyft offers
the same services as Uber at a somewhat lower price. This may be true,
however, their service isn’t always as fast as Uber’s is and not every city has
Lyft drivers there making it impossible to use everywhere.

8. SOCIAL MEDIA OBJECTIVES
In 2017, Uber plans to post more frequently on every social media it is
already active on as well as become active on the ones they have not yet
participated in. We have set goals to increase our follower counts on every
and all social media platforms as well as increase the impressions our posts
make on Facebook and Twitter. We want our likes up. We want our stuff
out there so it can really be seen on social media.

9. KPI’S
- Number of likes
- Number of followers on Twitter and Instagram
- Number of likes on Facebook

10. KEY MESSAGES
- A safe form of transportation before and after a night out
- A reliable alternative when there is no access to a personal vehicle

11. ADJECTIVES THAT DESCRIBE OUR
BRAND
- Friendly
- Convenient
- Reliable
- Easy

12. EXAMPLES OF BRAND VOICE IN SOCIAL
MEDIA INTERACTIONS
- Friendly
- Supportive
- Helpful
- Reliable
- Professional

13. STRATEGIES AND TOOLS
• Paid: Every Saturday our post popular Twitter and Facebook posts are
boosted to the top of everyone’s timeline.
• Earned: An abundance of social media traffic gained from the
appreciation of our services. #UberEats is another service that Uber
offers which also recieves a lot of social media appreciation.

14. TOOLS
• Approved tools- Hootsuite, Tweet Timer, UberEats
• Rejected- N/A
• Existing Subscriptions- Vimeo, Photoshop

15. KEY DATES
• Holiday Dates- Labor Day, Game days, Halloween, Fourth of July
• Internal Events- August 4th- UberEats
• Reporting Dates- Every 3 months starting January

16. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
• Social Media Manager- Kaitlyn Paley- In charge of all social media
accounts
• Social Media Coordinator- Parker Allen- Coordinates when social media
posts will be posted
• Social Media Director- Allie Gardner- the overall of all social media,
makes sure everyone is doing their part so everything goes smoothly

17. SOCIAL MEDIA POLICY
• Always be as polite as possible no matter the circumstance
• Always reach out to help complaints
• Make sure the customer is fully satisfied, especially after a complaint
• Respond to all outreaches
• Create witty ways to promote the brand
• Never use profanity
• Never talk bad about the compeition

18. CRITICAL RESPONSE PLAN
• If a tweet bashing the company is posted…
• - Screenshot the tweet
• Send to customer service
• Contact the author of the tweet
• Fix the issue to the best of your ability
• Attempt to get the tweet deleted

19. CRITICAL RESPONSE TEAM
Contact Information:
Owner Name Telephone Alt. Telephone Email
Marketing Director Katie Winters 123-987-0000 449-008-7786 katiewinters@ufl.edu
Social Media Director Allie Gardner 567-897-0043 334-056-4476 alliegardner@gamil.com
Social Media Manager Kaitlyn Paley 334-657-0932 345-098-8967 kaitlynpaley@ufl.edu
Social Media Coordinator Parker Allen 255-879-4563 456-098-6743 parkerallen@uyahoo.com
PR Agency Alisa Pompa 126-743-0036 145-908-7654 alisapompa@aol.com