A social media strategy plan, including analysis, for Uber.

1. SOCIAL
MEDIA
STRATEGY:
UBER
A Presentation byTaylorTorok

2. Table of
Contents
• Executive Summary – 3
• Social Media Audit – 4-7
• Social Media Objectives – 8-9
• Online Brand Persona andVoice – 10
• Strategies andTools – 11-12
• Key Dates andTiming – 13
• Social Media Roles and Responsibilities – 14
• Social Media Policy – 15
• Critical Response Plan – 16
• Measurement and Reporting Results – 17-19

3. Executive Summary
• Our main social media goals for 2018 will involve growing our interaction and app downloads/web
traffic through the use of various social media platforms.
– The primary platforms we will be focusing on are Facebook andYouTube, while maintaining steady growth
with our other social media platforms.
• Two main social strategies will support this objective
– Increase the engagement with our audience on all social platforms, especially Facebook andYouTube
– Make our app download and website more easily accessible and relevant so our audience is constantly being
exposed to them.

4. Social Media Audit
• Social MediaAssessment
– There is the most engagement and followers on Facebook.Twitter is a close second due to it’s interactivity,
of which Uber is a major proponent.TheYouTube channel needs work, but the post frequency is off to a
good start. Overall, the Instagram andYouTube accounts for Uber need the most attention.
Social Network URL
Follower Count
(as of 10/8/17)
Average Weekly
Activity
Average
Engagement Rate
Facebook facebook.com/uber 15,123,660 12 posts/wk 31%
Instagram instagram.com/uber 604k 2 posts/wk 22%
Twitter twitter.com/uber 833k 35 posts/wk 14%
YouTube
youtube.com/user/Uber
Worldwide 178,832 5 posts/wk 12%

5. Social Media Audit
• WebsiteTraffic Sources Assessment
– Website traffic comes mostly from the Uber app.When customers have trouble with the app, they are
redirected to the website. Facebook, followed by the rest of the social media platforms, also connect
customers to the website, but much less than the Uber app itself.
Source Volume % of Overall Traffic Conversion Rate
Uber App 50,000/wk 82% 99%
Facebook 3,500/wk 9% 27%
Twitter 2,000/wk 6% 15%
Instagram 1,750/wk 1% 4%
YouTube 1,850/wk 2% 5%

6. Social Media Audit
• Audience Demographics Assessment
– Each age group uses Uber for the same reasons.The gender distribution is relatively even; however, 18-24
year olds have the most females using the service. Facebook is the primary social network for all ages.
Age Distribution Gender Distribution
Primary
Social
Network
Secondary
Social
Network Primary Need Secondary Need
18-24 46% female, 54% male Facebook Twitter Receiving rides less than 5 miles to the destination.
Rides to an airport or
somewhere farther, and you
do not want to keep your car
there.
25-36 39% female, 61% male Facebook Twitter Receiving rides less than 5 miles to the destination.
Rides to an airport or
somewhere farther, and you
do not want to keep your car
there.
36-50 36% female, 64% male Facebook Twitter Receiving rides less than 5 miles to the destination.
Rides to an airport or
somewhere farther, and you
do not want to keep your car
there.
50+ 43% female, 57% male Facebook Twitter Receiving rides less than 5 miles to the destination.
Rides to an airport or
somewhere farther, and you
do not want to keep your car
there.

7. Social Media Audit
• Competitor Assessment
– Uber’s largest competitor is Lyft, a ride-sharing service very similar to Uber but less popular. Lyft has been
trying to attract more women boasting that their service is “safer” than Uber. Curb is also an up-and-coming
ride-sharing service provider.
Competitor Name Social Media Profile Strengths Weaknesses
Lyft instagram.com/lyft/
Personable, warm vibe from
Lyft drivers. Seems to cater
more towards women as a
"safer" option than Uber.
Not as popular/well-known.
Always in need of drivers.
Limited to the cities in which it
is available.
Curb facebook.com/CurbIndustries/
New and upcoming
company building traction
pretty quickly. People are
getting tired of Uber and
want to try something new.
Sometimes cheaper than
Uber.
Not as popular/well-known. Not
available in most cities. Not
necessarily seen as safe
compared to Lyft and Uber
because it is not as well-
known.

8. Social Media Objectives
• In 2018, Uber’s main goals to be achieved through social media strategy are to increase app
downloads and increase the number of users directed to the website via social media
platforms. In order to do so, our social media priorities will be to push our website and app
more in our published social media content.
• Specific objectives include:
– Increase website traffic from Facebook by 20% by December 2018
• Share more original blog content on our Facebook page
• Become more interactive with customers on our Facebook page
– Increase app downloads from blog/website content by 25% by December 2018
– IncreaseYouTube viewership and app downloads fromYouTube by 40% by December 2018
• Create more videos encouraging app downloads
• Interact with audience onYouTube more by answering comments on videos

9. Social Media Objectives
• KPIs
– Number of Facebook likes
– Number of clicks from Facebook to website
– Number of app downloads originating from blog/website
– Number of views onYouTube videos
– Number of comments onYouTube videos
– Sentiment analysis
• Key Messages
– The most affordable option to get from one place to another
– Uber takes you farther

10. Online Brand Persona and Voice
• Adjectives that describe Uber’s brand
– Efficient
– Simple
– Affordable
– Convenient
• When interacting with customers, we are:
– Friendly
– Concise
– Honest

11. Strategy and Tools
• Strategy
– Paid: Boost Facebook posts encouraging app downloads and promoting website/blog. Pay for ads on
YouTube encouraging follows on social media and app downloads.
– Owned: Starting new hashtags and competitions on social media that audiences can get involved with.
Creating aYouTube video series with Uber rides where driver acts as game show host (similar to cash cab).
– Earned: Monitor key words on social media and engage with audience. Reply to comments on Facebook and
YouTube encouraging people to download app (give discount codes).
• Tools
– Approved: Sprout Social,Agora Pulse
– Rejected: N/A
– Existing subscriptions/licenses: Buffer, Hootsuite, Canva, Adobe Creative Cloud

13. Key Dates and Timing
• Holiday Dates
– NewYear’s Eve
– NewYear’s Day
– Super Bowl Sunday
– Spring Break
– Thanksgiving
– Christmas Eve
– Christmas Day
• Internal Dates
– Community Clean-Up: April 13
– Thanksgiving Food Drive:
November 10-15
• Reporting Dates
– Reporting will occur once
every quarter in March, June,
September, and December of
each year. Precise days will be
determined closer to each of
those months.

14. Social Media Roles and Responsibilities
• Marketing Director: Adam Grenier
– Oversees all marketing operations for Uber
• Social Media Manager: Jen Joyce
– Oversees all social media platforms for Uber
• Social MediaCoordinator: Dominique Murph
– Coordinates all social media for Uber
• Social MediaTeam Member: DannyZamora
– Assists in managing social media for Uber

15. Social Media Policy
• Social media is an extremely current and efficient way to reach a company’s publics. Our mission
is to utilize all social media platforms in a way that allows our audience and customers to see what
our brand is truly about.We want to encourage our customers to engage with us in any way
possible on social media in order to allow the most transparency possible.As a team, our Uber
staff is expected to be respectful to everyone, communicate well with other team members to
avoid miscommunications and unnecessary conflict, and find solutions to any problems or
complications that arise on social media, through customer communications, or within the
company.

16. Critical Response Plan
• Scenario 1: A customer complains onTwitter about how they were charged for an Uber they never
took.
– Action Steps: Reply to the customer apologizing and encourage the customer to contact Uber customer support
to have money refunded, contact customer support to inform them of the situation and to look out for the person’s
email, reach out to the customer once the money has been refunded and apologize again.
– Pre-approved messaging: Twitter- “We apologize for the premature charge, (name). Please reach out to customer
support (email), and we will be happy to refund your money for that trip.”
• Scenario 2: A customer complains on Facebook about a driver who was rude and disrespectful towards
them.
– Action Steps: Reply to the customer apologizing and reassuring them that the driver will be notified and if repeat
offender will no longer be an employee of Uber, give them a discount code as an apology for the experience,
contact customer support to inform them of the situation and to look up driver then warn or fire the driver.
– Pre-approved messaging: Facebook- “We are so sorry for your experience, (name), and we are determined to
make it right.We have contacted the driver to inform them of the issue so it can be resolved. Please use this
discount code next time you travel with Uber as an apology for the situation.”

17. Measurement and Reporting
• Social Network Data
– Quantitative KPIs
• Reporting period: 3 months
• Data as on January 1, 2018
Social Network URL
Follower Count
(as of 10/8/17)
Average Weekly
Activity
Average
Engagement Rate
Facebook facebook.com/uber
19,560,872
+32%
24 posts/wk
+50%
41%
+10%
Instagram instagram.com/uber
694k
+16%
4 posts/wk
+100%
20%
-2%
Twitter twitter.com/uber
998k
+19%
60 posts/wk
+75%
20%
+6%
YouTube
youtube.com/user/Uber
Worldwide
276,336
+51%
7 posts/wk
+45%
24%
+12%

18. Measurement and Reporting
• WebsiteTraffic Data
– Quantitative KPIs
• Reporting period: 3 months
• Data as on January 1, 2018
Source Volume % of Overall Traffic Conversion Rate
Uber App
55,000/wk
+10% 78% 99%
Facebook
4,550/wk
+30% 11% 38%
Twitter
2,400/wk
+20% 4% 14%
Instagram
2,000/wk
+15% 1% 5%
YouTube
2,775/wk
+50% 6% 12%

19. Measurement and Reporting
• ResultsAssessment
– Stepping up Facebook interactions worked great.We were up by 10% in average engagement.YouTube is
also way up in subscribers and posts. One thing we need to work on is Instagram, where we are losing
engagement. Moving forward, we need to find a way to better engage on this platform.
• Sentiment Analysis (Qualitative KPI)
– Customers love it when we interact with them and answer their comments and questions. Even customers
with bad experiences were happy most of the time after we answered them to make it right.The most
negative thing we heard was when customers were prematurely charged for an Uber they end up canceling.
App downloads are most popular when there is a discount code for new downloads.
• Proposed Future Action
– We will continue to increase Facebook interactions and keep up with replying to comments onYouTube. In
the future, we would like to increase our interactivity on Instagram and really use the medium as a way to
connect more with younger users (our main demographic).