G1 Individual Report – Lyft

Hi all,

I have chosen to analyse Lyft’s use of 3 social media platforms. Here’s a summary of the paper:

About Lyft

Lyft is a ride-sharing company which operates in more than 200 cities in the United States. Lyft markets itself as the friendly and fun alternative to Uber, with a slogan of “Lyft- Your friend with a car”. The company encourages drivers to greet passengers with a fist bump and invite them to sit at the front seat.

Research Question

To gain an edge in the highly competitive ride-sharing industry, Lyft needs to communicate its value proposition of providing “fun and friendly car riding experiences” to both drivers and riders. As such, the research question is “How effective are Lyft’s current social media strategies in conveying its unique value proposition?”

Data Collection

Lyft’s Facebook, Instagram and Twitter platforms were tracked to measure customer reach, engagement and level of activity on each platform. In addition, its post contents were analysed to gauge effectiveness of its current social media strategies in conveying the unique value proposition. Uber, Lyft’s most formidable competitor, was evaluated on its social media strategies.

Analysis and Findings

After analyzing Lyft’s social media strategies and reviewing that of Uber’s, 4 key findings prevail:

  1. Lyft’s social media strategies center around the holidays to illuminate the emotional aspect of its brand offering.
  2. Previous viral marketing campaigns involving celebrity influencers has been successful.
  3. Lyft’s Facebook platform is the least frequently updated, despite providing the highest reach and engagement levels.
  4. Educational articles and CGC are relatable to audiences and build trust towards the brand.

Content Strategy Suggestion

Featuring the hashtag #LyftInTheAir, the campaign will involve filming a video of a “date night” set up by Lyft. A social media influencer will be featured each week, whom a lucky user will be chosen to go with on a paid-for date by Lyft. By integrating both the influencer and viral strategy, the campaign conveys Lyft’s “fun and friendly” brand image through active engagement with the audience.

Viral seeding: 1 week before the filming, Lyft will post previews on its Facebook and Instagram pages with the hashtag #LyftInTheAir and caption “I want to go on a date with (Name of Influencer) because…”. Users are invited to comment with their reason on the preview post to participate in the selection.

Execution: The video will follow the selected participant and influencer through the night, beginning with the influencer picking his or her date up with a Lyft ride. Videos will be simultaneously uploaded on YouTube and Facebook and links to the videos will be posted on Lyft’s Instagram and Twitter accounts.

Thank you for reading!

Whatsapp is now end-to-end encrypted

“Whatsapp’s roll out of the Signal Protocol, providing end to end encryption for its one billion users worldwide, is a major boost for people’s ability to express themselves and communicate without fear,” according to the Facebook-owned company in a statement.

This strategic roll-out is well-timed, in midst of increasing security concerns following FBI’s high profile attempt to force Apple to unlock an encryted iPhone belonging to terrorist shooter Syed Farouk. A 2015 survey done by Gemalto, an online security company, found that consumers have low confidence in corporate data security. Over twice of the 5,750 respondents worldwide also believed that the responsibility of protecting consumer data lies with the company (69%), instead of the customer (31%). By addressing this data protection gap, Whatsapp has one-upped other free messaging app alternatives.

 

Viral marketing: Hamburger Helper’s Rap-Mixtape

Hamburger Helper, a line of General Mills packaged food comprising mainly of boxed pasta bundled with packets of powdered seasonings, has recently released a viral mixtape on April Fool’s Day. The tape was listened to over 270,000 times on SoundCloud and propelled Hamburger Helper to be a trending topic on Twitter.

The five-song album was targeted at millennials and featured lyrics such as “if you catch me at the stove, I was whippin’ up a bowl” and “hold up I told you I’m servin’ that stroganoff.” The success of this stunt showed that authenticity is a key success factor of viral campaigns and trying too hard could backfire, as demonstrated by Google with its “Mic Drop” feature.

Listen to Watch The Stove here.

A Better Florist by G1 Group 3

ABetterFlorist

A Better Florist is a self-funded online floral retail start-up based in Singapore, founded by ex-Google employee Steven Feiner in May 2015.

Booming floral retail industry

According to the founder, the global flower market is worth $60 billion, of which $2.5 billion is attributed to the still-emerging Southeast Asian market. With a sizeable 600 million population in Southeast Asia, A Better Florist plans to expand to neighbouring countries after firming its foundations in Singapore.

Opportunity for disruption

Online florists are riddled with problems, including exorbitant prices, stale products and a dizzying array of boutiques and arrangements. A Better Florist plans to disrupt the online floral market by introducing giving and receiving flowers as a simple, affordable and beautiful experience. Leveraging on Steven’s expertise in data analytics, A Better Florist is equipped with a just-in-time inventory management system that ensures quick delivery of fresh flowers sourced from sustainable farms in Cameron Highlands. Customers simply choose from its boutique selection of only 7, indicate the delivery time/place and add a quick note. A Better Florist delivers within 90 minutes and confirms the order with a personalised photo (check out its Instagram account here). Prices are also comparatively cheaper due to a complete cut-out of greedy middlemen shrinking profit margins.

Research question: How can we increase A Better Florist’s engagement with the community through leveraging on social media platforms?

In the business of selling products with strong emotional values, we believe that active community engagement is a key success driver. In addition, close engagement with the wide community allows A Better Florist to increase involvement of its existing target customers and discover growth opportunities by tapping on new customer segments.

Despite its enticing value proposition, A Better Florist has yet to fully utilise social media platforms to engage with the community. This can be induced from a quick glance of the contents on its Facebook, Instagram and Pinterest accounts, which are largely undifferentiated from competitors’. As such, we aim to propose social media content strategies that will improve A Better Florist’s brand awareness and perception, provide A Better Florist and its customers with an effective feedback loop and increase the retailer’s social media following significantly. Further research will be done through surveys, focus groups, interviews and an evaluation of the engagement and reach of selected current social media platforms.

Cheers,

Annabella Tan | Dorab Baria | Francesca Ooi | Melissa Mak | Sandra Teng