Done for my Social Media Management Class #UFSMM at the University of Florida.

1. UBER
Social Media Strategy
Graham Olney
10/09/17

2. Table of Contents:
1. Executive Summary, October 2017
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona & Voice
5. Strategies & Tools
6. Timing & Key Dates
7. Social Media Roles & Responsibilities
8. Social Media Policy
9. Critical Response Plan
10.Measurement & Reporting Results

3. Executive Summary
• Our social media priorities for 2017 will be furthering our brand on
social by fostering and connecting with our online community and
following. 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 major social strategies will support this objective:
1. A plan to increase the volume of content we publish across social
profiles.
2. Encourage conversations and share content.

4. Social Media Audit
The following is an audit of Uber’s social media presence. This following will showcase Uber’s
social media profiles, web traffic, audience demographic and competitor analysis.
Social Network URL Followers Average
Weekly Activity
Average
Engagement
Rate
Facebook https://www.facebo
ok.com/uber/?bran
d_redir=27101263
6394581
15,134,382 15 Posts 50%
Twitter https://twitter.com/
uber
843,000 28 Posts 70%
LinkedIn https://www.linkedi
n.com/company/18
15218/
669,156 10 Posts 45%
Instagram https://www.instagr
am.com/uber/
606,000 5 Posts 60%
Data from October 2017
ter. Posts have the most traction with our audience, while things are not the same with LinkedIn. We should revamp the LinkedIn page to have more
Social Media Assessment

5. Social Media Audit:
Social Network Volume Percent of
Overall Traffic
Conversion
Rate
Facebook 10 Million
Unique Visits
10.2% 1%
Twitter 20 Million Unique
Visits
15.7% 3%
LinkedIn 1 Million Unique
Visits
4%% 0.2%
Instagram 3 Million
Unique Visits
5.5% 0.3%
Website Traffic Sources Assessment
Again, Twitter comes out on top as the largest contributer to web traffic and the audit t
Timeframe: Monthly Average = June 9 to October 9

6. Social Media Audit
Audience Demographic Assessment
Data from October 2017
5
0…2
0…
1
0…
2
0…
0
20
40
60
80
100
MEN WOMEN
Age Distribution
Gender Distribution
Primary
Social
Network
Secondary
Social
Network
Facebook
40%
Facebook
20%
Twitter
50%
Twitter
30%
LinkedIn
15%
LinkedIn
5%
Instagram
20%
Instagram
10%
Primary Need Secondary Need
Revamp LinkedIn
to build following.
Use visuals to
increase
Instagram
following.

7. Social Media Audit
• Audience Demographic Analysis
• The vast majority of our social media audience is the
millennial generation, spanning from 18-30,
predominately female. We believe this is due to
Uber’s usage on college campuses and the need to
travel safely at night. The primary motivators to visit
Uber’s website is for more information regarding
accounts and sign-up to drive.

8. Social Media Audit
Competitor Analysis
Competitor Social Profile Strengths Weaknesses
Lyft Instagram:
https://www.instagra
m.com/lyft/?hl=en
Better customer
service and faster
replies.
Nonexistent Twitter
profile.
Curb Facebook:
https://www.faceboo
k.com/gocurb/
Facebook polls that
actively engage with
followers.
Retention on social
pages is below
standard.
Didi Chuxing Twitter:
https://twitter.com/Di
diChuxing
More user-friendly
interface.
Very weak profiles
across the board.
Twitter is considered
a strong suit and is
lacking entirely.
Above showcases the competition Uber has in the ride-sharing market place. It has become appar

9. Social Media Objectives
• As stated in the Executive Summary, our social media
priorities for 2017 will be furthering our brand on social by
fostering and connecting with our online community and
following. We will accomplish this by establishing an in-
house, creative agency that will handle content and social.
• Specific Objectives
1. Retain social following.
2. Begin process of configuring agency.
3. Emphasize importance of Twitter, our platform with the
most traction.

10. Social Media Objectives
The following are examples of Uber’s current social accounts:

14. Social Media Objectives
KPI’s Key Messages
Number of Twitter
Followers
Uber is a living,
breathing
network.
Hashtag Usage
(multi-platform
analysis)
Riding safely,
affordably and
comfortably.
Social Interactions
and Sentiment
The best way to
get to your
destination.

15. Online Brand Persona & Voice
• Adjectives:
• Safe
• Affordable
• Comfortable
• Trustworthy
• Intuitive
• Examples of Brand Voice:
• Quick
• Responsive
• Unique

16. Strategies & Tools
• Paid:
• Tweets in sponsored ads.
• Owned:
• All current users receive Uber “swag” in form of digital and print
(wallpapers for iPhone and Android + hats, shirts and
miniatures).
• Earned:
• Promo codes! All current users get promo codes depending on
current events within geographic regions.

17. Strategies & Tools
• Approved:
• Hootsuite
• Buffer
• Existing Subscriptions:
• Adobe Creative Cloud
• Rejected
• All subscriptions and tools were approved by
upper-level management.

18. Key Timing & Dates
Key Dates Internal Events Lead Times Reporting Dates
UF Football Game
against Texas A&M
Promo Pizza Parlor 1 Week October
Tampa Performing
Arts Convention
Pop-Up Kiosk 5 Months March
Miami Yacht Show Lamborghini Uber
Rides
2 Months December

19. Social Media Roles & Responsibilities
• Social Media Director: Shelby King
• Primary point of interaction: nothing goes
out the door without her approval.
• Social Media Manager: Drew Kakereka
• Execute specific marketing deliverables.
• Social Media Coordinator: Noah Obochowski
• In charge of content and content
distribution.

20. Social Media Policy
As a company that values family and morals, it is imperative
that Uber employees follow this strict code of conduct when
operating on social accounts.
• Inappropriate language is prohibited.
• Never speak of another competitor unless addressed by
their social account. See upper-level management,
Shelby King, before replying.
• DO NOT discriminate in any way, shape or form.

21. Critical Response Plan
• Scenario 1: Uber’s finances are leaked to show downsizes and
loss of money.
• Action Plan:
1. Contact members of HR and Director, Shelby King.
2. Proceed to assess the situation, collect all leaked content
and present immediately to upper-level management.
3. Call an immediate press meeting to consult the media.
Pre-Approved Messaging: Since Uber would rather make a
remark publicly, refrain from making any comment on social.

22. Critical Response Plan
• Scenario 2: Lyft or Curb creates anti-Uber ad campaign.
• Action Plan:
1. Contact members of HR and Director, Shelby King.
2. Allow ad campaign to run with no response until we
measure its success.
3. Begin to formulate response when the campaign
inevitably tanks.
Pre-Approved Messaging: “Let’s see how this one plays
out… (include image of Kermit the Frog sipping tea)”

23. Critical Response Plan
Owner Name Telephone Email
Marketing Director Andy Hopson (813) 529-5229 hopandy@uber.com
Social Media Director Shelby King (727) 741-7645 kinshelby@uber.com
Social Media Manager Drew Kakereka (305) 945-9459 kakdrew@uber.com
Social Media
Coordinator
Noah Obochowski (123) 456-7891 noaobo@uber.com

24. Measurement & Reporting Response
Social Network URL Followers Average
Weekly Activity
Average
Engagement
Rate
Facebook https://www.facebo
ok.com/uber/?bran
d_redir=27101263
6394581
16M 20 Posts 60%
Twitter https://twitter.com/
uber
1M 50 Posts 80%
LinkedIn https://www.linkedi
n.com/company/18
15218/
700K 25 Posts 50%
Instagram https://www.instagr
am.com/uber/
600K 10 Posts 45%
Quantitative KPI’s: Reporting Period = 3 Months / Data as of August, 9, 2017
• Social Network Data
By placing a heightened emphasis on Twitter, we have seen exponential growth. LinkedIn contin

25. Measurement & Reporting Response
Social Network Volume Percent of
Overall Traffic
Conversion
Rate
Facebook 12 Million
Unique Visits
11% 2.4%
Twitter 30 Million Unique
Visits
17% 5%
LinkedIn 5 Million Unique
Visits
6% 2%
Instagram 2.8 Million
Unique Visits
5% 0.3%
Website Traffic Sources Assessment:
We are seeing tremendous strides in Facebook, Twitter and LinkedIn. While our Instagram page c

26. Measurement & Reporting Response
• Qualitative KPI’s
• Sentiment Analysis
• After further review of Tweets, Facebook
posts and LinkedIn publications:
• Positive Sentiment: Customers are
pleased with our readiness to help and
serve.
• Negative Sentiment: “Lyft has friendlier
drivers.”

27. Thank You.