Last August 14, the Land Transportation Franchising and Regulation Board or LFTRB in the Philippines filed a month-long temporary suspension on the famous ride-sharing app, Uber. While many are clamoring through social media about their complaints on the decision, we as a digital marketing company are more interested with its sudden boom on Twitter and Facebook. In over a night, ‘Uber Philippines’ has been searched over a thousand times on social media platforms and search engine possible.
We took a step back and researched what Uber has been doing, besides the violations, to make it the most trending topic of the country. Looking through Uber’s digital footprint, we noticed their active engagement on all social platforms with a wide reach and following in the Philippines and even worldwide. We looked into what are Uber Philippine’s digital marketing strategies to see how they keep up being relevant.
1. Personalized Direct E-mails
Once you download the Uber mobile app, they ask for contact details that include your e-mail address. This isn’t just for sending your official receipts but also to directly message users and send promo announcements. Email blasting is a basic digital marketing technique to keep your clients informed of special promos.
Although an automated message, Uber Philippines makes it a bit more personal by using the local language of the country, in our case Filipino, in their e-mails. They also include your first name as a technique to address you directly as if updating an old friend on what’s new.
2. Active Community Management
We all know Uber is a digital company that heavily relies on the internet to keep running. That is why it’s given they analyze their social analytics to build a strong presence but their community management is something impressive. They are fast in replying to queries and complaints on Facebook comments and Twitter mentions.
Their community managers really know how to respond and address situations in a quick and orderly manner. They also respond in Filipino to be more relatable to the Philippine audience. This is one digital marketing move that businesses should do the same as this serves as an accessible customer service avenue.
3. Emotion-driving Content
Browsing through Uber social media campaigns, they are all meant to affect the human emotions emphasizing how they “change the way Manila moves.” When the stream of government complaints arose, Uber Philippines released “Imagine a life with no Uber” on Facebook; an infographic that includes the full effects of what will happen if the ride-sharing app were to be suspended.
Their campaigns on Instagram are well-received focusing on the stories #BehindTheWheel of Uber drivers and how this innovative technology affected business, changed their life, and stabilized their income. Using the 3 by 3 Rule, they utilized the per line space of Instagram to effectively drive their stories.
4. Engaging Hashtags
In line with the Ph government’s warnings for Uber and rival Southeast Asian-based ride-sharing app Grab, Uber released an aggressive 2 phase campaign. They requested their most loyal app users to post on social media their commute problems before Uber came along with the hashtag #BeforeUber. With the tons of engagement they received, they produced short videos based on audience response.
The next phase started when officials aggressively called out the ride-sharing apps on their violations, which is when they moved onto #WhyWEUber. This hashtag was also well-received making users appeal to the government to lay off the charges and prove how helpful the business really is.
With Uber’s aggressive promotion of these campaign hashtags, after the official suspension was announced the public themselves created and trended #WeWantUber proclaiming their disappointment on the decision.
Despite the temporary suspension, we commend Uber Philippines’ digital marketing team and campaigns for all the effective strategies that helped mature their company and emphasize their appeal to keep their operations running.
If you want to make your way through content marketing considering looking into web companies that can give you full digital service. At Innov8tive Design and Development, we can help your small business build a strong digital presence to attract more clients!