Social media strategy of Uber for University of Florida's PUR3622.

1. UBER
S O C I A L M E D I A S T R A T E G Y
F E B R U A R Y 1 8 2 0 1 8
S A M A N T H A P O D O L A K

2. TABLE OF CONTENTS
1. Executive Summary, February 2018
2. Social Media Audit, February 2018
a. Social Media Assessment, February 2018
b. Traffic Sources Assessment, February 2018 to
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates

3. TABLE OF CONTENTS CONTINUED
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results, February 2018-

4. EXECUTIVE SUMMARY
Our social media priorities for 2018 will be making sure that Uber remains a top quality
transportation service available as an app on IOS and Android. We want to be confident in
Uber’s reliability to our users as well as our drivers.
The primary focus will be to share our quality of service through our social media using
different channels and social media influencers. We will engage with our customers by posting
relevant content and we will build a foundation of trust with them.
Two major social strategies will support this objective:
1. A plan to engage our audience by using social media influencers as well as newsworthy
posts.
1. Encourage comments and suggestions through our posts while showing our users that we
are listening.

5. UBER AND INSTAGRAM INFLUENCERS
#UBERPARTNER

6. SOCIAL MEDIA AUDIT
The following is an audit of Uber Technologies social media presence to date. It includes an
assessment of all social networks, web traffic, audience demographics and a competitor
analysis.
Social Media Assessment
Data as of February 25, 2018.
• Social Media Assessment Summary:
The highest number of interactions occurred on Facebook (approximate engagement rate). The
least amount of interactions happened on Twitter.
Social
Network
Follower
Count
Average Weekly
Activity
Average Engagement
Rate
#interactions / reach
Twitter 882K 10 posts per week 2%
Facebook 17.8K 4 posts per week 5%
Instagram 674K 2 posts per week 4%
LinkedIn 736,598 1 post per week 3%

7. SOCIAL MEDIA AUDIT CONTINUED
Audience Demographics Assessment
Audience Demographics Summary
Most Uber users are male and under the
age of 25. Uber is mostly used in Urban
areas.

8. SOCIAL MEDIA AUDIT CONTINUED
Competitor Assessment
Competit
or Name
Social Media Profile Strengths Weaknesses
Lyft https://www.facebook.com/lyft/ Posts are creative and about
how their partnerships with
companies are beneficial. Very
fast and consistent with replying
to customers.
Inconsistent with posts,
had 6 in December and
only 2 in November.
Didi
Chuxing
https://www.facebook.com/Didi
ChuxingCo/
Didi Chuxing connects with their
audience through posts
containing images and gifs,
they’re also partnered with the
company Careem.
They don’t post
frequently enough on
their social media
channels.
Grab https://www.facebook.com/Gra
b/?brand_redir=527357467320
600
Grab came up with a hashtag
that is used universally by
customers, #GrabRewards,
customers can earn money off
their rides as well as things like a
Starbucks drink.
Grab doesn’t interact with
customers on a daily
basis, bad with
responding to comments.

9. SOCIAL MEDIA AUDIT CONTINUED
Competitor Assessment Summary
The above analysis focused on 3 major competitors of Uber with a strong presence on
Facebook. Companies used hashtags and unique posts to connect with customers on a
personal level. Uber may have to start worrying about their competition when large
partnerships become involved with these companies.

10. SOCIAL MEDIA OBJECTIVES
In 2018 the primary focus of our social media strategy will be to have more unique posts
on social media through our own channels as well as different influencers sharing our app
benefits.
Some specific objectives include:
• Increase unique visitors from social channels by 20% in 3 months by using hashtags
such as #UberExperience.
• Increase Twitter engagement by 40% in 6 months.
• Increase website visitors by posting tweets and interactions using our link.
KPIs:
• Qualitative – Increase customer’s trust in Uber and reliability in service.
• Quantitative – Increase number of Twitter followers and unique visitors on all social
media channels.
Key Messages:
Creating consistency for drivers and customers, gaining trust with users through the safety
of our drivers.

11. ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
• Reliability
• Uniqueness
• Trustworthy
• Original
When interacting with customers we are:
• Sympathetic
• Honest
• Fair
• Evident

12. STRATEGIES AND TOOLS
Paid: Having social media influencers post about Uber on their own social media channels.
Owned: The hashtag Uber (#Uber).
Earned: Monitor Facebook through keywords and terms: transportation, UberX, UberXL,
UberEats, transportation. Partner with Instagram influencers, have them post about Uber on
their own social media.
Tools:
Approved Tools Rejected Tools Existing
Subscriptions/Licenses
Hootsuite N/A Youtube
Buffer

13. TIMING AND KEY DATES
• Holiday Dates
• New Years Eve
• Valentines Day
• Spring Break
• Fourth of July
• Halloween
• Christmas

14. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Marketing Director: Adam Grenier
Social Media Manager: Jen Joyce
Social Media Coordinator: Dominique Murphy and Laila Mostafa
Social Media Operations: Nathaniel Madrid

15. SOCIAL MEDIA POLICY
Social media is our primary focus when communicating with our customers and making sure
everything in our company is running smoothly. Uber will communicate effectively and
consistently through Facebook, Twitter, Instagram, and LInkedIn. A failure to do so will result in
customer complaints, a decrease in followers, and unreliable service presented by our
company. If a social media crisis occurs, we will work in the best way possible to fix it. We will
analyze all the problems that are reported and the best way to handle the situation through
each social media channel. We will be professional when announcing our solution and we will
reply to our customers promptly and respectively. If the problem needs to be handled privately
verses publicly we will do so through direct messaging. Major decisions will be made by our
social media team lead by the manager Jen Joyce.

16. CRITICAL RESPONSE PLAN
• Scenario 1 – Bad review of driver submitted
• Action Plan
• Report it immediately
• Mark driver as inappropriate, disrespectful, untrustworthy, etc.
• Alert response team
• Make sure appropriate actions are taken and customer is satisfied and willing to use Uber in the future.

17. CRITICAL RESPONSE PLAN CONTINUED
• Scenario 2 – Driver gets into accident while on the clock with Uber
• Action Plan:
• Contact driver immediately
• Find out if a customer was involved in the accident
• Find out if there were any injuries
• Get the company’s insurance involved as well as the driver’s

18. MEASUREMENT AND REPORTING
• Quantitative KPIs
• Reporting period: 3 months
• Data as of February 25, 2018
Website Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion Rate
Twitter 1,300 unique visits and
12% growth.
15% 1%
Facebook 6,000 unique visits and
20% growth.
40% 7%
Instagram 2,400 unique visits and
10% growth.
20% 3%
LinkedIn 1,500 unique visits and
15% growth.
30% 5%