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Uber - Social Media Marketing presentation

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by

Lola NGDS

on 25 August 2015

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Transcript of Uber - Social Media Marketing presentation

BRAND’S ONLINE VALUE
What is the onlive value proposition?
UBER - OVERVIEW
THE COMPETITION
CONSUMER SEGMENTS
PLATFORMS USED
Uber is an app-based transportation network and taxi company
The company uses a smartphone application to receive ride requests and then sends these trip requests to their drivers.
Customers use the app to request rides and track their reserved vehicle's location.
December 2014 :
53 countries
200 cities worldwide
$40 billion


"Uberification"
Uber Offers:
Different services and names in every city, but the main offers are:




+ uberPOP
Uber is the subject of ongoing protests from taxi drivers, taxi companies, and governments
For them it is:
an illegal taxicab operation
unfair business practices
compromises passenger safety
headquartered in
San Francisco, California, which operates in cities in many countries.
SOURCES
Official website (uber.com)
Facebook
Heetch.com
Miinute.fr
Lyft.com
Xerfi
Wikipedia.com

COMPETITION OVERVIEW
Miinute
Customers
become
the channel


A Channel that
UBER
create and
controls


Uber pays
to leverage
a channel

PAID
- Display Ads

- Paid search

- Sponsorships

-Google Adwords
OWNED
EARNED
- Buzz

- WOM

They want to create: Shares, reviews, posts, mentions,…

-“Viral”

P.O.E.M
- Web site

- Mobile site (App)

- Social Channels

- Blog


marketing stunts
Uber Ice Cream
-In July of 2012

-In 7 cities

-Users ordered ice cream through the app

-People talked about Uber

-Big Success, in 2014 : in 144 cities, 38 countries




Get Married With Uber

- On demand wedding service

- During the Gay Pride weekend, 2014

- All inclusive wedding package through the app

- Prewritten vows, a violinist, champagne,
cupcakes and a free honeymoon

Uberkittens on demand
- Uber delivered kittens to customers

- Partnership with local animal shelters
to deliver on-demand kittens

- Users could pet the kittens for 15 minutes

- In select cities

- Big succes:

Thousands of mentions and shares
Uber raised over $15,000
for animal shelters

Uber targets city people in general, with specific offers for everyone
Students & people on a budget
Shared rides
Basic cars driven by private individuals
Basic cars driven by professional drivers
Price comparison for
a 20 mns ride in Paris
Families & Groups
Upper class/rich
Tech-savvy,
on-the-go people
Everything happens on the Uber app
Question, concern or praise from the users
Communicate on their limited offers
Mainly to preserve the branding of Uber
The heart of Uber
Rarely updated
Not important informations
Facebook page independent according to the country
To be informed of the latest news
Presentation of Uber concept
Business space
Business area with their contributors
- To travel easily (apps on mobile)
- Get free travels (or low-cost travels)
- A great comfort and an experimented driver
Why uber is efficiant concerning his online presence ?
Full transcript