The social media strategy document outlines Uber's goals of growing its online community and increasing app usage and revenue. Key objectives include boosting app downloads, Facebook content, and Instagram followers. The strategy involves paid, owned, and earned media tactics like Facebook boosting, in-app promotions, and influencer partnerships. Progress will be measured quantitatively by metrics like followers and traffic, and qualitatively through sentiment analysis of social interactions.

1. Social Media Strategy
Carly Meyers

2. Table of Contents
1. Executive Summary
2. Social Media Audit
a) Social Media Assessment
b) Traffic Sources Assessment
c) Customer DemographicsAssessment
d) Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona andVoice
5. Strategies andTools
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 main social media goal for 2018 will be growing our online
following and community. Our major objective is to increase traffic
to our app and social media platforms, while still increasing
revenue.
Strategies that support this objective:
1. Encourage conversations with consumers.
2. A plan to increase our volume of content on all social platforms.

4. Social Media Audit
The following is an audit of Uber’s social media presence to date. It
includes an assessment of all social networks, web traffic, audience
demographics and a competitor analysis.
a. Social Media Assessment Date: October 10, 2017
Assessment Summary
At the present time, Uber receives the biggest number of interactions
on Facebook and the least interactions on LinkedIn. Increasing Uber’s
social presence on LinkedIn should be considered.
Social Network URL Follower Count AverageWeekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/Uber
834K 5 tweets per
week
2%
Facebook https://www.facebook.com
/uber/?brand_redir=27101
2636394581
15M 2 posts per week 5%
Instagram https://www.instagram.co
m/uber/?hl=en 614K 1 post per week Avg. interactions
per post: 3K
LinkedIn https://www.linkedin.com/c
ompany/1815218/ 669K 1 post per month .15%

5. b.WebsiteTraffic Sources Assessment
Date: October 10, 2017
Source Volume % of Overall
Traffic
Conversion Rate
Twitter 2,500 unique visits 12% 3%
Facebook 4,000 unique visits 30% 2.8%
Instagram NO DATA NO DATA NO DATA
LinkedIn 330 unique visits 1% .04%
Assessment Summary
Currently, Facebook is by far the biggest driver of traffic to our website.The
conversion rate (conversion goal = ride purchase) lags slightly behindTwitter
at 3.8% and 3% respectively. Although no direct traffc data is available for
Instagram, many social interactions occur on this network.

6. c. Audience DemographicsAssessment
Age Distribution Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary Need
• 16-24: 37%
• 25-34: 28%
• 35-44: 17%
• 45-54: 12%
• 55-64: 6%
• Female: 48%
• Male: 52%
• Female: 55%
• Male: 45%
• FB: 60%
• Insta: 30%
• Twitter: 5%
• Insta: 40%
• FB: 20%
• Twitter: 20%
Needing a ride to
a location.
Tired of taking
public
transportation.
Assessment Summary
An overwhelming majority of survey respondents are in the 18 - 30 age group.
Facebook and Instagram are their core social networks. Needing a ride is the
primary motivators for booking a ride. Energies should be dedicated to
further developTwitter content and engagement.

7. d. Competitor Assessment
Date: October 10, 2017
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Lyft Twitter: @lyft Very visual, uses
photos/videos in all
their tweets that always
correspond to their
brand’s color scheme.
UppedUber by allowing
drivers to earn tips.
One way conversation -
comments and
questions from the
audience go
unaddressed
Ola Twitter:
@Olacabs
Very visual, uses
photos/videos in all
their tweets that always
correspond to their
brand’s color scheme.
Have not gone global
yet- only in India
Assessment Summary
High quality visual content is a major driver of engagement with the
competition's audience. Areas where the competition has room for
improvement is centered around 2 way communication and listening to
audience feedback.

8. Social Media Objectives
Our main social media goal for 2018 will be growing our online
following and community. Our major objective is to increase traffic
to our app and social media platforms, while still increasing
revenue. In order to do so, our social media priorities will be
growing online following and community by sharing more
engaging, relevant content and building deeper relationships with
our customers.
SpecificObjectives
• Increase downloads of Uber app by
20% in 6 months via:
• Code promotions
• Student discounts
• Hashtags onTwitter
• Instagram contests for free rides
• Increase Facebook content by 15% in
3 months
• Increase Instagram followers by 10%
in 3 months by posting more user-
generated content

9. KPI’s
Quantitative
• Number of app downloads
• Number of Instagram and
Twitter followers
Qualitative
• Content analysis of audience’s
positive and negative
interactions
• Analysis of message resonance
Key Supporting Messages
• Everyone’s private driver
• Get there

10. Online Brand Persona andVoice
Adjectives that describe our brand:
• Modern
• Fun
• Relatable
• Technological

11. Strategies to Support Our Social Media Objectives
Paid:
1. Boost a Facebook post every Saturday to
promote weekend rides. Must have a
minimum of 100 interactions
(like/comments) to boost.
2. Pay for a Snapchat ad once every second
Friday. Use original videos posted to the
Twitter account.
Owned:
1. Promote a hashtag onTwitter by
implementing it into the app for people to
see when they open it.
2. Offer coupons for free rides in the app if
they suggest a friend using a personal
code.
Earned:
1. Partner with social media
influencers to develop a
relationship.Offer influencers
unlimited free rides in their city
to post content about their rides
and give them their own
hashtag. Content to be re-
posted to our social channels.
2. Monitor keywords such as: uber,
taxi, ride, etc. and give out free
rides viaTwitter as long as they
tweet that they were given it.

12. Tools
Approved
• Hootsuite
• uberVU
• Tweetdeck
Rejected
• Final Cut Pro
Existing Subscriptions/Licenses:
• Kapost
• Vimeo
• Qualaroo
• Photoshop
• InDesign
• PremierePro

13. Timing and Key Dates
Key Dates
• St. Patrick’s Day
• 4th of July
• NewYear’s Eve
• Halloween
Internal Events
• Events specific to city
LeadTimes
• 1 week needed to prep,
complete and deploy time-
sensitive content
Reporting Dates
• Reporting will occur
once a quarter in
March, June,
September and
January. Precise dates
TBA.

14. Social Media Roles and Responsibilities
Social Media Director: Carly Meyers
Responsibilities:
• Higher level planning
• Final approval of budgets, campaigns and strategies
Social Media Manager: JasmineCarmichael
Responsibilities:
• Plan and see day-to-day execution
• Manage campaigns
Social Media Coordinator: Emily Broksch
Responsibilities:
• Publishing content
• Monitoring engagement
• Responding to questions

15. Social Media Policy
Social media is a deeply ingrained in our day to day lives.We use it to
spread company messages, interact with customers and partners
and to share our personal activities, thoughts, ideas, plans and more.
As an employee and representative of Uber, you are expected to
demonstrate best practices and a sense of etiquette in your use of
social media by following these guidelines:
• Don’t speak badly of the company
or the competition
• Be respectful
• Don’t curse
• Speak positively about company
campaigns
• Don’t get into fights
• Be nice to strangers
• Be helpful
• If you don’t know how to
respond to something, ask
Uber is serious about the appropriate use of social media by our employees.Violation of the Uber social policy may result
in corrective action, up to, and including, termination.You may also be subject to legal action, including criminal
prosecution.The company also reserves the right to take any further action it believes is appropriate. Should you have any
questions or concerns please speak to your Manager or anyone on the HR team.

16. Critical Response Plan
Scenario 1: A driver is convicted of a crime
hurting a customer.
Action Plan:
1. Verify the incident with the police.
2. Confirm that the driver is being fired.
3. Contact Jasmine, contact Chris if
Jasmine is not available.
4. Jasmine and Chris coordinate social
platform responses.
5. If the media contacts the company,
forward them to Chris.
Pre-Approved Messaging:
• All platforms:The incident regarding
one of our drivers is being handled
internally. The driver has been fired and
is being dealt with by the police.
Scenario 2: An employee tweets an
offensive tweet.
Action Plan:
1. Screenshot the tweet and immediately
report it.
2. Get the employee to delete the tweet.
3. Evaluate the responses to the tweet.
4. Jasmine and Chris will decide
disciplinary action to the tweet.
Pre- Approved Messaging:
All platforms: We apologize for an
inappropriate tweet by one of our own.The
problem is being handled and does not
reflect the company as a whole.

17. Contact Information
Owner Name Telephone Alt.Telephone Email
Marketing
Director
Chris
Cummings
584-937-1937 584-324-4345 ccummings@uber.com
Social Media
Director
Carly Meyers 386-767-6802 386-290-9637 carmeyers@uber.com
Social Media
Manager
Jasmine
Carmichael
374-947-0932 374-324-2945 jcarmichael@uber.com
Social Media
Coordinator
Emily Broksch 220-212-1115 220-394-2912 embroksch@uber.com
PR Agency Evan Prior 348-214-0802 348-392-9834 priore@uber.com

18. Measuring and Reporting Results
Quantitative KPIs
• Reporting Period: 3 months
• Date as of October 10, 2017
Social Network Data
Timeframe: as of October 10, 2017
Social Network URL Follower Count Average
Weekly Activity
Engagement
Rate
Twitter https://twitter.com/Uber 834K
+12% growth
7 tweets per week
+20% increase
4%
Facebook https://www.facebook.com/
uber/?brand_redir=271012
636394581
15M
+20% growth
4 posts per week
+50% increase
10%
Instagram https://www.instagram.com
/uber/?hl=en
614K
+17% growth
3 post per week
+50 % increase
Avg. interactions
per post: 3K
LinkedIn https://www.linkedin.com/c
ompany/1815218/
669K
+5% growth
1 post per month
No change
.15%

19. WebsiteTraffic Data
Timeframe: monthly average, October 2017-December 2017
Source Volume % OverallTraffic Conversion Rate
Twitter 8, 220 unique visits
+10% growth
12% 3.6%
Facebook 12,500 unique visits
+12% growth
30% 1.7%
LinkedIn 2,300 unique visits
+5% growth
4% .04%
ResultsAssessment
Qualitative KPIs
SentimentAnalysis
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100Tweets revealed the following:
1. An abundance of positive sentiment from customers following their ride.This includes shout outs, sharing photos
and stories of their experience and recommendation of the app to their friends/followers.
2. The biggest driver of negative sentiment is related to finding rides at busy times. Customers express frustration
about the inflated prices at these times as well.
• Due to the amazing work of our team, all our objectives have been achieved, if not surpassed!
• We decided to increase LinkedIn content barely, but will probably keep it at what it is for now.
• Still want to increase conversation withTwitter users in the future and want to increase interactions by sharing
more user generated content and getting influencers involved.