The primary focus of Uber's 2017 social media strategy is to grow its online following and community by sharing more engaging, relevant content. Specific objectives include increasing unique website visitors from social media by 15% in 2 months using hashtags and links, growing Twitter followers by 20,000 in 6 months, and boosting visual content on Facebook and Instagram by 40% in 6 months. The strategy involves paid, owned, and earned social media approaches. Progress will be reported quarterly.

1. Social Media Strategy
October 1st, 2017
Domenica Suri

2. TABLE OF
CONTENT
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 Representation
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. EXECUTIVE
SUMMARY
Our primary social media priorities for 2017
will be growing our online following and
community.
The primary focus will be to support revenue
goals through driving more traffic to our
website by sharing more
engaging, relevant content and building
deeper relationships with our customers.
Two primary social strategies will support this
objective:
1. A plan to increase the volume of content
we publish to our social profiles.
2. Encourage conversations and
discoverability of content.

4. SOCIAL MEDIA AUDIT
The following is an audit of UBER social media presence to date. It includes an
assessment of all social media networks, web traffic, audience traffic, and a competitor
analysis.
Social Media Assessment

5. WEBSITE TRAFFIC SOURCES
At present, Facebook is by far the most significant driver traffic to our website. The
conversion rate (conversation goal = usage of the app) lags the other three social
media.
Traffic Summary:

6. AUDIENCE DEMOGRAPHICS
An overwhelming majority of survey respondents are in the 18 - 30 age group.
Facebook and LinkedIn are their
core social networks. Finding a quick ride in a city is the primary motivators for
visiting the app.
Audience demographic summary:

7. COMPETITOR ASSESSMENT

8. COMPETITOR
SUMMARY:
The analysis from the
previous slideshow some
critical factors. We show
competitors with a strong
social presence on Facebook
and Instagram respectively.
High-quality visual content
is a significant driver of
engagement with their
audiences. Areas where the
competition has room for
improvement is centered
around 2-way communication
and listening to audience
feedback.

9. The primary focus on UBER's social media
strategy for 2017 will be to acquire more
followers and consumers, as well, as
having more engaging followers by
creating content that is more interactive.
Specific objectives:
- Increase unique visitors from social
properties by 15% in 2 months by using
more relevant hashtags, and increasing
content that links back to the website.
- Increase twitter followers by 20000 in 6
months.
- Increase volume of visual material
published on Facebook and Instagram
channels by 40% in 6 months.
SOCIAL MEDIA
OBJECTIVES

10. ONLINE BRAND
PERSONA AND
VOICE
Adjectives that describe
our brand:
- Fearless
- Bold
- Personal
- Service
- Taxi
- Convenience
When interacting with our
customers, we are:
- Friendly
-Loyal
-Brave
- Honest
-Helpful

12. STRATEGIES AND
TOOLS
Paid:
- Every Saturday boost most popular organic
Facebook posts for the weekend. The post
must have a minimum organic reach of 1,000,
well as 500 likes and 200 comments.
Owned:
- Introduce the use of #Uberexperience for
Instagram or twitter posts. Have followers
share their experience with their use on social
media and later on the week choose some posts
to repost.
Earned:
- Monitor Twitter and Instagram for keywords
like uber, taxi, and cars. Create a recruiting
campaign on social media, and put out
information about UBER

13. TOOLS
Approved Tools:
- Hootsuite
- Buffer
Rejected Tools:
- N/A
Existing subscription/License
- InDesign
- Photoshop
- Vimeo
- Canva

14. Holiday Dates:
- Spring Break
- Valentine's Day
- Father's Day
- Mother's Day
- Easter
Internal Dates:
- December 14th + 15th - Community Food and Toys
Drive
Reporting Dates:
- Reporting will occur once a quarter in February,
May, August and November
TIMING AND
KEY DATES

15. SOCIAL MEDIA
RESPONSABILITIES
AND ROLES
Marketing
Director:
Adam Grenier
Social Media Manager:
Jen Joyce
Social Media Coordinator: N/A

16. 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. Customer engagement has
become the key to successful business and
there are very few tools which are as
effective at engaging customers as the
social media. Uber has also left its mark in
this field by using the various social media
stops to churn excitement regularly. You
already know how well it exploits the
networking effect to maximize profits and
satisfaction for both its suppliers and
customers. If these networking trends
have proved profitable in the real sense
for any company or brand, then it is Uber.

17. CRITICAL
RESPONSE
PLAN
Scenarios - Inappropriate Tweet sent from @UBER
Action Plan:
1. Screenshot the Tweet
2. Delete the Tweet
3. Alert Jon Joyce, if he is unavailable contact their assistant ASAP
4. Notify other keys publics
5. Jon discuss severity of the tweet
6. Jon send a follow-up tweet
7. Determine disciplinary action 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.

18. MEASUREMENT AND REPORTING
Reporting Period: 3 months
Data as June 1, 2017
Quantitative KPIs

19. MEASUREMENT AND REPORTING
Reporting Period: 3 months
Data as June 1, 2017
Quantitative KPIs