Uber's social media strategy prioritizes growing its audience on mobile-focused platforms like Instagram, Facebook, and Twitter. The strategy involves increasing engaging content and paid/owned media to convert followers into customers. An audit found Instagram had the highest engagement rate. Objectives include a 15% follower increase across platforms through awareness campaigns. Strategies include more paid ads, owned posts, and partner endorsements. Progress will be measured quarterly including follower growth, traffic sources, and sentiment analysis of hashtag campaigns.

1. Social Media Strategy
October 8th
, 2017
By: Chris Timson

2. Table of Contents
1. Executive Summary
2. Social Media Audit
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

3. Executive Summary
Our major priority for 2017 will be growing our audience on social media outlets tailored to mobile
devices such as Instagram, Twitter, and Facebook.
UBER is dedicated to growing its social media presence as it continues to develop as a brand. Reaching
consumers and creating relationships on social media outlets tailored to mobile devices can be executed by
meeting customers on the outlets they use most and building relationships with them through engagement
Two major social strategies will support this objective:
1. A plan to increase relevant and engaging content on our social media channels including Facebook,
Twitter, and Instagram
2. Meet potential customers online through paid, earned, and owned media in order to convert them
and increase company revenues

4. Social Media Audit
The Following is an audit on UBER’s social media presence to date. It includes an assessment of all social networks,
web traffic, audience demographics, and a competitor analysis
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.co
m/Uber
833,000 9 posts per week 1%
Facebook https://www.face
book.com/uber/
15,123,760 5 posts per week 0.25%
Instagram https://www.insta
gram.com/uber/
604,000 3 post per week 3%
Social Media Assessment:
At present time, Uber’s highest number of engagement is coming from Instagram. Although Uber’s Facebook
following is exponentially larger than their other social media channels, it has the lowest amount of engagement.

5. Social Media Audit Continued…
Website Traffic Sources Assessment:
Timeframe: Monthly average. September 2017 to October 2017
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 1,000 unique
visits
5% 3%
Facebook 10,000 unique
visits
35% 2%
Instagram No Data No Data No Data
Traffic Summary:
At present time, Facebook is the biggest driver of traffic to our website. The conversion rate of Facebook is 1%
less than that of Twitter, and both prove to be relevant to successful conversions. Although there is no data from
Instagram, the most engagement occurs on this platform.

6. Social Media Audit Continued…
Audience Demographics Assessment:
Survey distributed in September/October via email and upon visitor registration. Total applicant responses: 1500
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
60% 18-30
30% 31-40
10% 41-55
10% 56-80
60% Male
40% Female
50% Instagram
30% Facebook
25% Twitter
40% Facebook
25% Instagram
20% Twitter
Traveling safely
from one
destination to
another
without having
to drive
Being
adventurous
with friends
and going out
to parties or
bars
Audience Demographics Summary:
The overwhelming amount of the audience is between ages 18-30. They can be found mainly on Facebook and
Instagram as their core social networks. The key motivators are means of safe transportation, and enjoying
adventures with friends.

7. Social Media Audit Continued…
Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Lyft https://www.instagram
.com/lyft
Lyft has a 30% market
share and a strong
social media following
Lyft does not have
nearly the following
that UBER does on
major social networks
Sidecar N/a Sidecar has a total of
7% of the entire
markets share for ride
services
Sidecar has no social
networks which is a
huge opportunity
missed
Competitor Assessment Summary:
The above analysis concluded that there are only two major competitors, with Lyft being the major
competition. UBER must stay ahead in social media to continue to be the leader in the market.

8. Social Media Objectives
In 2017, the primary focus of our social media strategy will be to grow our following on social media platforms that are primarily
used on mobile devices such as Instagram, Facebook, and Twitter. Using these channels, we will grow our following, convert
followers into consumers, and drive more website traffic through engaging content, and social media marketing strategies.
Some specific objectives include:
1. Increase number of followers by 15% on Facebook,
Instagram, and Twitter in one year via:
1. Increase in brand awareness through increase in paid, earned,
and owned media
2. Increase in level of engagement with current customers and
increase in use of brand hashtags amongst all social platforms
2. Increase number of website visits directly from social
media platforms by 7%
3. Increase in content posted each week on Facebook,
Instagram, and Twitter by 50% for the next year

9. Social Media Objectives Continued…
KPIs
1. Number of followers on Instagram, Facebook, and Twitter
2. Number of website visitors coming directly from the
platforms listed above
3. Number of posts each week on important social platforms
Key Messages
1. Safest and most efficient way to get from one destination to the
next
2. Getting together with friends and driving somewhere fun

10. Online Brand Persona and Voice
Adjectives that describe our brand
1. Fun
2. Safe
3. Affordable
4. Adventurous
When interacting with customers we are:
1. Personable
2. Solution-Oriented
3. Friendly

11. Strategies and Tools
Paid:
Sponsor most popular organic Facebook and Instagram advertisements twice a week. Each Facebook post must have at least 150 likes and each Instagram post must have at least 3000
likes
Owned:
Post 50% more content on Instagram, Facebook, and Twitter based off of averages in social media audit
Earned:
Monitor social media accounts for relevant hashtags, and engage with any people using them
Partner with 4 celebrities and develop a social media marketing campaign to use the endorsements to drive website traffic towards our goal of 7% increase
Tools:
Hootsuite, uberVU, Photoshop, Illustrator, Canva, Buffer

12. Timing and Key Dates
Important Times
• 7pm-8pm on Friday and
Saturday
• 10pm-2am on Weekends
Holiday Dates
• Valentines Day
• Victoria Day (Long Weekend)
• Canada Day (Long Weekend)
• BC Day (Long Weekend)
• Labor Day (Long Weekend)

13. Social Media Roles and Responsibility
Supporting Social Media Team
Members
-Jared Anderson (Social Ad Support)
-Daniel Klumb (Customer Support)
Marketing Director
-Chris Timson
Social Media Manager
-Dave Glunt
Social Media Coordinator
-Cooper Reece

14. Social Media Policy
Social media is already a huge part of society and it is important that people hold
themselves to a higher standard when posting and engaging on social media with
both professional accounts, and personal accounts. Here are some general
guidelines when using social media that you should follow:
• Be Respectful to all
• Use common sense
• Stay out of trouble
• Be polite
• Be the solution, not the problem
• Be nice to strangers
• Act helpful to customers
• Don’t slag the competition
• Excited about a company event
or campaign? Feel free to spread
the word to your networks.
• Not sure if your social message
is up to par? Ask before you
tweet – were here for you

15. Critical Response Plan
Scenario 1 – Inappropriate Tweet Sent from @UBER
1. When Tweet is detected:
• Take screenshot
• Delete Tweet
• Alert Dave Glunt (Social Media Manager). If Dave is unavailable, alert Chris Timson
(Marketing Director)
2. Dave and Chris will discuss the impact and reach, and evaluate further action
3. Dave will develop appropriate follow up tweet, and Chris will have to approve
4. Chris will be in charge of handling any and all direct contact. If unavailable, Dave is allowed to
take over this responsibility
5. After the Chris deems the crisis over, Chris and Dave will talk to employee responsible in order to
see if disciplinary action is required.

16. Critical Response Plan
Scenario 2 – Car Accident, No Injuries
1. Driver to alert both Chris (Marketing Director) and Dave (Social Media Manager) immediately after
everyone is deemed safe
2. Chris and Dave are to meet together and evaluate the number of social media mentions of the situation
3. Chris is solely responsible for direct contact with any negative backlash. He is required to delicately handle
responses
4. Chris is then responsible for handling the situation on the platform where the story broke first, and then
work over to other social media platforms
5. Chris and Dave are to evaluate the first round of responses and decide if any more action is needed to be
taken
6. After the situation is considered over, Dave and Chris are both responsible for making sure the
situation does not escalate again

17. Measurement and Reporting
Qualitative KPI’s
Reporting Period: Every 3 months for one year
Date as of October 1st
, 2017
Website Traffic Sources Assessment
Timeframe: Monthly average, September 2017 to October 2017
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 1,100 unique visits
+10% growth
10% 3%
Facebook 11,000 unique visits
+10% growth
90% 2%
Instagram N/A N/A N/A

18. Measurement and Reporting
Continued…
Social Network Data
Timeframe: as of November 1st
, 2017
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement
Rate
Twitter https://twitter.co
m/Uber
857,990
+3% growth
18 posts per
week
+10% increase
3.8%
Facebook https://www.face
book.com/uber/
15,577,472
+3% growth
10 posts per
week
+10% increase
1%
Instagram https://www.inst
agram.com/uber/
622,120
+3% growth
6 post per week
+100% increase
4.5

19. Measurement and Reporting
Continued…
• Our Instagram, Facebook, and Twitter following have all grown by 3% in a one
month period, on track to exceed our goal of 15% growth for the year.
• The social content team has done an excellent job at producing twice as much
content for a 100% growth in posts on each social media outlet being tracked. As
a result, engagement has noticeably increased and followers are coming in at a
3% increase. Using the hashtag #UberTime, we have been able to successfully
track engagement as well as see a growth in our overall following. As of this
month, the content has had no negative feedback from the community.
• Even though Facebook sees such a low level of engagement, it harbors are
largest following and has proven to be a key platform for driving website traffic.

20. Measurement and Reporting
Continued…
#UberTime Hashtag Performance
• Between October 1st
and November 1st
, the hashtag was mentioned 4,250 times on Twitter, and 2,340 times on Instagram.
• Of these mentions, 55 Instagram posts, and 23 Twitter posts yielded higher than average numbers of comment interactions, typically
involving users tagging their friends in the comments
Qualitative KPI’s – Sentiment Analysis
An analysis on 100 Facebook posts, 100 Instagram posts, and 100 Tweets revealed
the following:
• No negative feedback was related directly to the hashtag campaign, however, customers have been tracked negatively commenting
about the Uber app crashing. Overall, people seem to be talking positively about the brand on social media.
• There has been a large number of positive feedback in the form of retweets, sharing photos, and stories that have been really good for
the brand as a whole and has led to engagement with potential customers.
Proposed Action Items
• Continue #UberTime Campaign
• Consider increasing Average Weekly Activity and see how the results change
• Prepare a list of potential hashtags for future campaigns