UBEREATS.
MEASURES OF SUCCESS
In this section, UberEATS measures of success will be analysed. We will be looking at their Key Performance Indicators (KPIs), such as the engagement rate, if their posts on social media increases the traffic to their UberEATS Singapore website and which of their social media sites drive the most traffic.
Next, we will be looking at the recommended tracking and reporting methods UberEATS can undertake in order to improve their social media marketing campaigns.
1. ENGAGEMENT RATE
As seen in the image on the right, UberEATS engagement rate is 26.28%, and their total likes are 638 likes for their latest 20 posts.
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UberEATS Instagram has been rather successful in engaging their audience. According to study of brand posts, the average engagement rate is 4.3%, with the median being 3.5%. UberEATS' engagement rate of 26.28% is much higher than the average, which can thus be concluded as successful.
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As seen in the image on the right, UberEATS a total of 3,355 people are "talking about" their page, which is approximately 1.73% engagement. This is higher than the average of 0.5% - 0.99%. This can be considered as successful.
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Furthermore, on average, pages with approximately 100k – 200k likes receive an estimated 0.16% engagement rate.
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As UberEATS' Facebook page has surpasssed the average engagement rates based on a study of 500k active Facebook pages, it thus can be concluded that their engagement rates with their consumers have been successful, which thus in turn means that they have been successful in increasing their brand awareness in Singapore.
2. INCREASING TRAFFIC TO WEBSITE
As seen in the graph, the traffic from social media makes up approximately 1.54% of the traffic of their website.
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This is lower than the average of 4% of traffic from social media, for companies who sell from business-to-consumers.
It can thus be concluded that social media is less effective in increasing the traffic to their website, as compared to organic searches. Thus, it is only effective to a certain extent in driving traffic to their website.
3. TRAFFIC FROM SOCIAL MEDIA
Approximately 67.95% of traffic to the UberEATS website comes from Facebook, which shows that their Facebook site is indeed effective in bringing attention to their website, thus garnering more conversion rates than the rest of their social media.
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However, it is notable that their Instagram page does not drive traffic to their website, which shows that it is not as effective as comapared to their Facebook page.
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As such, it can be concluded that their social media sites are only effective to a certain extent in terms of their key performance indicator of driving traffic to their website.
1. SOCIAL MEDIA ANALYTICS
UberEATS should use various analytics tools in order to monitor their social media posts on their various sites. For example, with their Facebook page, they should make use of the Facebook Analytics tools in order to understand the posts that garner them the most conversions and traffic to their website.
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For their Instagram page, using an analytics tool will also allow UberEATS to understand the most popular hashtags they can use, which advertisements are the most suitable in appealing to their target audience and which advertisements are the most successful and effective.
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2. TRACKING COMPETITORS
UberEATS should use tracking tools that allow them to examine their competitors, and what their competitors should improve on. This will provide them insight on what they can avoid doing, or implement in their strategy to build brand awareness in Singapore.
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This will also allow them to identify and understand industry influencers and thus help them improve their own content marketing, as they will be able to better provide content that is appealing, trending, and highly relevant to their target audience.
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