The Social Media Strategy for Uber from 2016.

1. Uber
Social Media Strategy

2. Table of Contents
• 1. Executive Summary, November 2016
• 2. Social Media Audit
• A. Social Media Assessment, November 2016
• B. Web Traffic Sources Assessment, November 2016
• C. Customer Demographic Assessment, November 2016
• D. Competitor Assessment, November 2016
• 3. Social Media Objectives
• 4.Online Brand and Persona and Voice
• 5. Strategies and Tools
• 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 social media summary will be to outreach to a wider audience
and community. Our primary goal is to gather more traffic to our app
by reaching out to our consumers and creating ads that will attract
more attention.

4. Social Media Audit
• A. Social Media Assessment
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.co
m/Uber?lang=en
833K 10 posts per
week
3%
Facebook https://www.face
book.com/uber/
15M 5 posts per week 4.5%
Instagram https://www.insta
gram.com/uber/
603K 2 post per week 1.25%
LinkedIn https://www.linke
din.com/company
/uber-com
668K 1 post every 3
weeks
0%
Assessment Summary: At present time, the highest number of interactions per post were on Facebook. There were no or
little interaction on Linkedin.

5. Social Media Audit
• B. Web Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion Rate
Twitter 400K unique visits 15% 8%
Facebook 6M unique visits 35% 11%
Instagram 250K unique visits 7.5% 9%
LinkedIn 270K unique visits 2.5% 0.5%
At present time, Facebook has the largest traffic to Uber. The conversion rate it slightly above Twitter and
Instagram due to its amount of unique visits.

6. Social Media Audit
• C. Audience Demographic Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
Need
55% 18-30 60% Female 60% Facebook 35% Twitter Getting to and
from location
to location
Reliable on
time
transportation
30% 31-40 40% Male 20% Twitter 20% Instagram
10% 41-55 10% Instagram 10% Facebook
5% 56-80 10% LinkedIn
Assessment Summary: Currently 85% of people aged 18-40 utilize Uber. Uber’s main social networks are Facebook
and Twitter. Primary needs are being able to have reliable transportation to and from a location.

7. Social Media Audit
• D. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Lyft FB: Lyft Known companies in order
to attract a greater
following. Posts aerial views
of cities to show where their
market audience is.
Inconsistent with posting
periodically. Several posts
within a week but then no
posts for several weeks.
Assessment Summary: Currently, Uber has only one main competitor and that is Lyft. Lyft makes effective use
of their social media just as Uber, however, one of their weaknesses is that Lyft posts inconsistently at certain
periods.

8. Social Media Objectives
• Overall Business Goals: In 2017, our goal is to drive more traffic to our
app on iOS and android devices through our social networks.

9. Social Media Objectives
• Social Media Objectives to Support Business Goals:
• Advertise our app through social media with first time customer incentives
• Increase social media following through all platforms by 2.5%
• Increase engagement through all social media by 10%

10. Social Media Objectives
• KPIs (Quantitative)
• Number of Unique Vistors from Facebook, Twitter, LinkedIn, and Instagram
• Number of Instagram, Facebook, Twitter, and LinkedIn followers
• Number of weekly photo abd video posts to Facebook, Instagram, and Twitter
• KPIs (Qualitative)
• Sentiment Analysis

11. Social Media Objectives
• Key Supporting Messages:
• Connecting with the people, places, and things you love.
• Putting the world within reach.

12. Online Brand Persona and Voice
• Adjectives that Describe Our Brand:
• Reliable
• Exciting
• Convenient

13. Online Brand Persona and Voice
• Examples of Brand Voice in Social Media Interactions:
• Cordial
• Helpful
• Responsive

14. Strategies and Tools
• Paid: Every weekend, through all social media outlets, increase
posting by 30% in order to boost audience engagement.
• Owned: Introduce a new rewards system with Uber. Referrals to Uber
will receive compensation towards their Uber account.
• Earned: Scan all social media outlets in order to find consumers that
can benefit from Uber with a goal of 1000 engagements per week.

15. Strategies and Tools
• Tools:
• Approved: Hootsuite
• Rejected: N/A
• Existing Subscriptions/Licenses:
• InDesign
• Photoshop

16. Key Dates and Timing
• Key Dates:
• New Year’s Day
• Halloween
• Memorial Weekend
• St. Patrick’s Day

17. Key Dates and Timing
• Internal Events:
• Hurricane Irma Donation
• Las Vegas Donation
• Lead Times: Two Weeks
• Reporting Dates: Reporting will occur twice per quarter

18. Social Media Roles and Responsibilities
• Social Media Director: Jane Doe
• Responsibilities: Oversee all social media networks
• Social Media Manager: Jen Joyce
• Responsibilities: Creative Campaign Coordinator
• Social Media Coordinator: John Smith
• Responsibilities: Engage in interactions via social media

19. Social Media Policy
• Social media plays a large role in the engagement and success of
Uber. There are interactions with many different followers from
various areas around the United States. As an employee of Uber you
must demonstrate a positive and respectful protocol towards
followers as it reflects onto Uber. Guidelines are as follows:
• Treat Other with Respect
• Be Polite
• Be Helpful
• Try to Resolve Situations

20. Social Media Policy
• Uber will not tolerate any form of disrespectful behavior and will
result in a corrective action that may include termination of
employment. If there is an issue, it may be handled by management
or the HR team.

21. Critical Response Plan
• Social Media Site Crash
• Action steps
• Alert Social Media Manager
• Alert Company’s IT Department
• Announce to Consumers as easily as possible
• Use other Social Media Networks
• Pre-approved Messaging: We are sorry for any inconvenience; we
have taken the necessary steps to solve this problem. The site will run
again as soon as possible. Thank you.

22. Measurement and Reporting Results
• Social Network Data
Social Network URL Follower Count Average Weekly
Activity
Average Engagement
Rate
Twitter https://twitter.com/U
ber?lang=en
833K+5% growth 10 posts per week +
15% increase
3%
Facebook https://www.faceboo
k.com/uber/
15M+3% growth 5 posts per week +
40% increase
4.5%
Instagram https://www.instagra
m.com/uber/
603K+3% growth 2 posts per week no
change
1.25%
LinkedIn https://www.linkedin.
com/company/uber-
com
668K+0.5% growth 1 post every 3 weeks
no change
0%

23. Website Traffic Data
Source Volume % of Overall Traffic Conversion Rate
Twitter 400K unique visits + 15%
growth
15% 8%
Facebook 6M unique visits +7.5%
growth
35% 11%
Instagram 250K unique visits +7.5%
growth
7.5% 9%
LinkedIn 270K unique visits +2.5%
growth
2.5% 0.5%