UBER CASE STUDY HOW SOCIAL MEDIA IS AN INTEGRAL PART OF UBER'S MARKETING STRATEGY - CXCRUX
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UBER
Case Study
How social media is an integral part of
Uber's marketing strategy.
cxcrux.comABOUT UBER
Had Travis Kalanick and Garrett Camp not failed to get a taxi in Paris on
that snowy evening in 2008, Uber probably won't have been conceived.
Uber Technologies is an American app-based transportation platform
headquartered in San Francisco, California. The company was previously
known as Uber Cab. It facilitates a platform for customers for booking
taxis at their locations while the app automatically prompts the closest
taxi driver enlisted with Uber.
w w w .cxcr u x . c o m Page 2CHALLENGES AND OBJECTIVES
1. As the app of uber rolled out, the company was(is) on the mission to increase the number of subscribers.
2. Prompt individuals to use uber over boarding transports.
3. Uber’s goal is to continually expand globally and carry its services to various cities to allow riders and drivers
to to connect.
HOW DOES UBER USE SOCIAL MEDIA?
Uber keeps pulling rabbits out of its hat to keep its customers engaged and make the brand look dynamic.
Uber is deeply aware of its target audience and the approaches to engage with them. Uber’s content
comprises-
1. Video content
2. Updating Customers
3. Repositioning Brand
w w w .cxcr u x . c o m Page 3FACEBOOK:
Uber’s first stop is Facebook where it has more than
20 million followers. Uber relays its deals, discounts
and new rides and riding arrangements through its
Facebook account to the enormous base of
followers.
Another significant thing that Uber by means of its
Facebook account is to address the customer
complaints.
w w w .cxcr u x . c o m Page 4TWITTER:
Uber has not halted at Facebook in its customer
association recipe. It has 1 Million followers on twitter.
There are informational uses of Twitter. In certain
areas it can provide better exposure than Facebook.
The followers can be informed of the new deals and
discounts using pictures and videos.
w w w .cxcr u x . c o m Page 5INSTAGRAM:
An Instagram account is also a must for the marketers
attempting to deepen their reach. Uber’s has 1.4 Million
followers on Instagram. Sometimes stories are better told in
pictures. Instagram has helped thousands of brands extend
their impact and draw nearer to clients by displaying
themselves beautifully.
w w w .cxcr u x . c o m Page 6YOUTUBE: Uber’s Youtube account has an appreciable number of followers. As 2021 starts, there are more than 435k followers of the brand on YouTube. It has posted 1,973 videos till date which have gathered more than 471,993,314 views. Its YouTube channel is a critical piece of its social media strategy that has encouraged it to market its brands just as attract and engage customers better. w w w .cxcr u x . c o m Page 7
UBER: SOCIAL MEDIA FOR CUSTOMER CARE Social media can be utilized to address customer grievances and manage customer relationships better. Social media has filled in as the ‘one stop’ for marketers where they can discover solutions to their marketing and branding related issues. Uber has utilized social media channels to address this issue. Social media can be an effective channel for both the customers to raise their concerns and brands to react to them. w w w .cxcr u x . c o m Page 8
SOME NOTABLE CAMPAIGNS OF UBER 1. Uber: #BeyondFiveStars Uber put the focus on its top-performing drivers with this campaign, Beyond 5 Stars, a reference to the rating system in the ridesharing application. For the campaign – which coincided with National Compliment Day – Uber handpicked the absolute most complimented drivers in its data set and profiled them with narrative style video shorts. Uber urged riders to share a compliment to their drivers and post a portion of their stories via social media with #BeyondFiveStars. w w w .cxcr u x . c o m Page 9
2. WORLD CUP 2019 MARKETING STRATEGY On Twitter, the brand saw a follower growth of 1.4% with over 4.1k new followers. The brand engagement on the micro-blogging platform stood at over 1.4k. On Twitter too, #MovingFansForward and #CWC19 came in the top hashtags followed by #RideToWorldCup and #UberStar. w w w .cxcr u x . c o m Page 10
COMPETITIVE MARKETING STRATEGIES OF UBER ENGAGING OFFERS In India, Cricket isn't only a game however an emotion and the Cricket World Cup is treated as a celebration. So not long before the 2019 Cricket World Cup, Uber has tantalized customers by offering them an opportunity to fly to England by earning runs through rides. The highest earner will fly to England to watch the World cup live. FOLLOWING THE TREND Right now, COVID-19 is the buzziest topic on the market. Uber launches ‘Safer For Each Other 2.0’ marketing campaign. A key factor for audience engagement is to follow the trend which connects people, and Uber is doing precisely this. PROMOTING THE APP Mother’s Day is always celebrated by showing love, care and affection on social media. Numerous brands utilize this chance to connect with people. Uber doesn’t miss these trends, and offers exciting and relevant details of its upcoming offers and updates in apps. This is an inventive way to advertise with the example of a mom and a daughter and highlight the trip sharing feature. w w w .cxcr u x . c o m Page 11
UBER WEBSITE Any advertisement, post or site just has a couple of moments to catch the user’s attention. This should be possible through simple and clear pictures. Uber’s site has clear and large images which make it easy to understand the service Uber offers. Customers with warm and pleasant faces are shown to show that the customers are cheerful and you are at the correct spot to have a pleasant service of a private driver. VIDEOS MORE THAN IMAGES Videos of human and animal concerns connect with people. Continue recounting a story that evokes sentiments like envy, love, appreciation, guilt, and you have high opportunities to interface with your crowd. w w w .cxcr u x . c o m Page 12
BRANDING
2011 2012 2016 2017 2018
One of the main strategies Uber plays on for their effective marketing is building brand awareness. The branding
strategy for Uber is unparalleled with its simplicity and straightforwardness. There are no confusions in the
branding and definitely no hassle, which is actually the marketing strategy that Uber competes with, in the taxi
market.
w w w .cxcr u x . c o m Page 13PARTNERSHIPS Numerous businesses in all fields resort to partnering with other successful businesses to urge more individuals to use the services of both businesses. Uber has succeeded greatly in utilizing this marketing strategy. They partner with different organizations like: Zomato, BookMyShow, PayTm, FourSquare, MiniCooper, Expensify, Hinge, Hyatt Hotels & Resorts, Momento, OpenTable, Starbucks Coffee Company, Tempo Smart Calendar, Time Out, TripAdvisor, TripCase, Spotify and United Airlines. w w w .cxcr u x . c o m Page 14
HOW UBER MAKES
MONEY
Uber Technologies Inc. makes money by running a ride-hailing
service, and takes a cut of the fares. The company also has a food
order and delivery business, Uber Eats, and a freight shipping
business, Uber Freight.
w w w .cxcr u x . c o m Page 15RESULTS Uber has seen rapid expansion & turned into a unicorn, presently operating in more than 633 cities worldwide and is worth $100 billion since its beginnings in San Francisco in 2009. The motivation behind why Uber could do this was in its ability to communicate with consumers in the space where communication was already happening. Uber benefits from the new customers, the driver makes money and the company grows as a result. w w w .cxcr u x . c o m Page 16
FINAL WORD
Looking closely at Uber’s marketing strategy you might realize it just did
ordinary things in an extraordinary way. A great idea, ideal market
conditions, and competent development and marketing teams wrote one of
the biggest success stories of the digital age. The brand pursues its strategy
to live locally, build globally by using local visuals, by solving local community
problems, and by localizing marketing campaigns.
Social media is integral to Uber’s digital marketing strategy. Thus, the
company capitalizes on digital engagement to, both, increase ridership, and
increase the number of drivers on the road.
Market each unique feature of your application, so that your stakeholders
come to understand what you have got in stores for them.
w w w .cxcr u x . c o m Page 17Thanks!
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