BUILDING CASE SOCIAL MEDIA OF “UBER INDONESIA”
MANAGEMENT INFORMATION SYSTEM
BILINGUAL CLASS
ASSIGNMENT 2 - BUILDING CASE
SOCIAL MEDIA OF “UBER
INDONESIA”
BASED ON CHAPTER 5 AND 6
BY :
FELICIA MONIKA
1511011032
S1 MANAGEMENT
ECONOMICS AND BUSINESS FACULTY
UNIVERSITY OF LAMPUNG
2016/2017
ANALYSIS
INTRODUCTION
OF UBER
What
is Uber Taxi?
Uber is an intermediary service provider premium taxi by using a special program of taxi reservations that connect consumers with Uber taxi drivers, can be accessed via smartphone or computer connected to the internet network.
The software program provided is very helpful to the consumers in providing information about: mileage to destination location, estimated tariff cost, payment of taxi fare via credit card, and see profile of driver Uber taxi nearest that standby and can be contacted.
At the end of Year 2014 Uber taxi began operating in major cities of Indonesia such as Jakarta, Bali, Bandung, Surabaya, Yogyakarta, Malang, Medan & Semarang
History notes that since it was first founded Uber is one of the social media websites and blogs but in 2008 the company closed and and then its domain name submitted to Uber taxi company in 2010.
Since its launch, Uber's business has grown very rapidly, now they are operating in 128 major cities in 37 countries, with a fantastic valuation of the company, approximately USD 40 billion or equivalent to 520 trillion rupiah.
The brain behind the successful establishment of Uber company is the idea that want to hold a luxury car service and comfortable at an affordable price and overcome the difficult problem getting a taxi in San Francisco.
Driven by two of its founders in 2008, Garret Camp who previously had access to social media giant StumbleUpon which then sold for USD 75 million, and Travis Kalanick Red Swoosh site owners a file sharing site but eventually the site sold for USD 19 million To Akamai.
Uber taxi's main competitor who runs a business in the same field in Indonesia is GrabTaxi is one of the startup of Malaysia's neighbor country.
Uber is an intermediary service provider premium taxi by using a special program of taxi reservations that connect consumers with Uber taxi drivers, can be accessed via smartphone or computer connected to the internet network.
The software program provided is very helpful to the consumers in providing information about: mileage to destination location, estimated tariff cost, payment of taxi fare via credit card, and see profile of driver Uber taxi nearest that standby and can be contacted.
At the end of Year 2014 Uber taxi began operating in major cities of Indonesia such as Jakarta, Bali, Bandung, Surabaya, Yogyakarta, Malang, Medan & Semarang
History notes that since it was first founded Uber is one of the social media websites and blogs but in 2008 the company closed and and then its domain name submitted to Uber taxi company in 2010.
Since its launch, Uber's business has grown very rapidly, now they are operating in 128 major cities in 37 countries, with a fantastic valuation of the company, approximately USD 40 billion or equivalent to 520 trillion rupiah.
The brain behind the successful establishment of Uber company is the idea that want to hold a luxury car service and comfortable at an affordable price and overcome the difficult problem getting a taxi in San Francisco.
Driven by two of its founders in 2008, Garret Camp who previously had access to social media giant StumbleUpon which then sold for USD 75 million, and Travis Kalanick Red Swoosh site owners a file sharing site but eventually the site sold for USD 19 million To Akamai.
Uber taxi's main competitor who runs a business in the same field in Indonesia is GrabTaxi is one of the startup of Malaysia's neighbor country.
New
Payment System Uber Cash Indonesia
Uber taxi loyal customers today can breathe easier because Uber taxi payment is made easier by cash or cash and this system has been applied to big cities like Bandung, Jakarta and Bali. Uber Cash strategy issued by Uber give very positive impact to consumers because before it they feel difficult to make payment by credit card. This system is also one of the strategies to seize market share where their competitor GrabTaxi is more ahead of using cash payment system for their consumers.
Uber taxi loyal customers today can breathe easier because Uber taxi payment is made easier by cash or cash and this system has been applied to big cities like Bandung, Jakarta and Bali. Uber Cash strategy issued by Uber give very positive impact to consumers because before it they feel difficult to make payment by credit card. This system is also one of the strategies to seize market share where their competitor GrabTaxi is more ahead of using cash payment system for their consumers.
Uber
Taxi Tariff
Tariff imposed by Uber is relatively cheaper when compared to conventional taxi rates in general. There are two classes of rates adjusted for the type of taxi provided UberX for middle and lower class and UberBlack for middle and upper class.
Tariff imposed by Uber is relatively cheaper when compared to conventional taxi rates in general. There are two classes of rates adjusted for the type of taxi provided UberX for middle and lower class and UberBlack for middle and upper class.
UBERX Rates:
|
|
Basic Argo /
Minimum Tariff
|
Rp. 3.000,00,-
|
Cost Per Minute
|
Rp. 300,00,-
|
Cost Per KM
|
Rp. 2.001,44, -
|
Cancellation Fee
|
Rp. 30.000.00,-
|
Rates UBERBLACK:
|
|
Basic Argo /
Minimum Tariff
|
Rp. 7.000,00,-
|
Cost Per Minute
|
Rp. 500,00,-
|
Cost Per KM
|
Rp. 2,850,85, -
|
Cancellation Fee
|
Rp. 30.000.00,-
|
uberMOTOR
Launch uberMOTOR in Jakarta, allowing anyone
to get on a motorcycle trip in minutes, with just a push of a button. UberMOTOR
provides more options for users, with more cost efficient but with high-quality
Uber experience; And to motorcycle drivers who can now access technology to
cover their travel expenses by sharing travel with other Jakarta residents.
Payment
System uberMOTOR
Uber also makes it easy to pay with cash,
credit or debit cards, which makes this Uber experience reach the wider
community - both potential users and potential drivers - who prefer to pay cash
- just by pressing a button to get to the office, Physically cash to refuel
every day.
Whether you're behind the wheel or on a motorcycle seat, Uber wants to make Uber a service that everyone can enjoy. UberMOTOR is a great way to help thousands of people get efficient and reliable travel to travel in Jakarta with the help of technology.
Whether you're behind the wheel or on a motorcycle seat, Uber wants to make Uber a service that everyone can enjoy. UberMOTOR is a great way to help thousands of people get efficient and reliable travel to travel in Jakarta with the help of technology.
uberMOTOR
Tariff
UberMOTOR is the most affordable way to drive
in Jakarta
BASIC TARIFF:
|
Rp. 1,000
|
PER KM:
|
Rp. 1,000
|
PER MINUTES:
|
Rp. 100
|
MINIMUM TARIFF:
|
Rp. 1,000
|
UBER
IN SOCIAL MEDIA
Indonesia
has a population close to 260 million people. While only one third of
Indonesians are actively using the Internet that is still a lot of connected
people – 88 million, according to We Are Social.
Here’s
a graphic from We Are Social’s Digital in 2016 report showing
Indonesia’s Internet, mobile and social user numbers.
These
are big numbers, but even further growth is expected as regulatory and
infrastructure issues come into line with the country’s digital transformation.
For example, eMarketer expects the country’s social network user base to expand
52% from 2015 figures to hit 110 million users by 2019.
Indonesians
love social media. More than 80 million people in the country use social media,
but this is still only one third of the population. What’s interesting is
social media is not used solely for social communications. Facebook, Instagram
and Twitter are some of the more popular platforms, but Line, Whatsapp
and Path are also used as part of sophisticated ecommerce strategies for small businesses.
And
the audience is young. Almost 90% of Indonesia’s social network users are
under the age of 34 (54% of them between 16 and 24), according to eMarketer.
As a company, Uber has official account in
social media. Uber use social media to communicate with their customers. Social
media is a very helpful media communication. Social media is very helpful in
communication because many people use social media.
Nowadays in Indonesia, most of the people
choose internet quota rather than pulse. They prefer internet quota, because
they have so much activity that using internet quota. Most of their activity is
in social media. The people love to play social media like instagram, facebook,
snapchat, twitter, etc. They are having fun through social media.
That is the reason why Uber as a profit
oriented company must have a social media. Through social media, it’s more
easier for Uber to socialize their program. They can promote their program by
post the announcement in their official account in social media.
Through that post, the followers of Uber in
social media will know what is the new program that will be held by Uber. Not
just for promotion, Uber also can share what is the activity of Uber itself. I
know that Uber will do a positive activity right, so they can post their
activity in social media. Me as a consumer, I will be more appreciate with a
company or business if that company or business did a positive social activity.
Through the post contains a positive activity
like that, I will think that Uber is a good company. Uber not just concern with
their profit, but Uber also consider about social activity. In short, in social
media Uber also can do a branding. Uber can create the people’s perspective
about them through the activity in the picture posted by Uber in social media.
In social media, Uber also can communicate
with their customer. They can communicate via comment field. Many people like
to comment a post in social media. Uber can utilize that situation to do an
approach to their customer by anwer their question. Or just by saying thank you
to the followers for their trust with Uber as their favorite taxi. By answering
the question from follower, it can make them happy.
With social media. Uber also can respond to
the complaints from their consumer. We know that most of the people use social
media. It will difficult for them if they must go to Uber Official Office when
they want to complain. If they feel difficult to do that, they might don’t want
to use Uber again, because they don’t feel comfort and they can’t
complaint. But, if the people can
complain in social media, it will make them easier to express their opinion.
So by complain in official social media of
Uber, both Uber and costumer get the advantages of it. The customer can feel
free because they can express their complaint, and the company can know what is
their lack, so they can fix it to be a better company.
Through social media, Uber also can attract
new consumer. By look at the post of Uber in social media, it can make them
interest to use Uber. Furthermore, Uber also do marketing on social media, it
will give new costumer more information about Uber itself. And as a new
costumer, they can see what is the program of Uber that maybe suitable with
them.
We also know that in social media, there are
so many artist accounts. So that Uber can do a promotion together with the
artist. For example, the artist post the photo when they are in Uber. And then
the artist tag Uber official account in that post.
1.
UBER IN INSTAGRAM : @uber_idn
Instagram
is growing in popularity in Indonesia and currently ranks second most popular
social network behind Facebook for young people, according to January research
from eMarketer.
Citing
a survey from mobile research firm JakPut, it found 87.5% of mobile Internet
users aged 16 to 35 used Facebook in the past week. This was followed by
Instagram at 69.2% and Twitter at 41.3%.
The
highest demographic to use Instagram was the 20 to 25 age group at 73.8%.
What’s
interesting, is how they use the platform. According to the report, top
pastimes on Instagram include exploring online shopping accounts, checking
funny or joke accounts and posting travel photos.
Username of official account of Uber
Indonesia in instagram is @uber_idn. In the description, it inform the other
user that Uber is an Internet Company. It is a smartphone App for mobility.
Available in Jakarta, Bali, Bandung, Surabaya, Yogyakarta, Malang, Medan,
Semarang, and Palembang. Uber also provide an email button and website link of
Uber in their instagram account.
In instagram, the followers of @uber_idn is
81.5k or around 81.500 instagram users that follow @uber_idn. The following of
@uber_idn is just 792 users. Since the instagram of uber has been made, it
account already post 916 photos.
DESIGN
OF @uber_idn
In instagram, we know about ‘feed’. Feed
means how we arrange our post, whether we arrange it with a frame, or just by
the harmony of the color of our post. @uber_id, they don’t use a feed to make
their post interesting. But they interest another user by a good quality of
picture or video. All the picture and video that they posted is a nice. Why I
said nice, because we can get the message from the picture or video.
By post a good quality picture, it will make
the people interesting. It doesn’t make them feel bored when visit instagram of
@uber_idn.
CONTENT
OF @uber_idn
On instagram of @uber_idn, they do a
promotion and also they use instagram as a media report. They always try to
report about their activity and program. For example, they have a program about
#SheMovesUs, uber always promote that program and give a report that they just
did gathering with the winner of #She MovesUs.
The other thing that they did in instagram is
repost the photo or videos from their customer. It become like a testimony.
Their costumer post a photo when they are in Uber, they write in caption about
their experience using the service of Uber, and then after that Uber repost it
on their instagram. The testimony make the consumer or maybe potential consumer
more trust with Uber and also their services. Uber become more trusted.
Uber also use instagram as a marketing media,
they always promote their program in instagram. When they just launch new
program, they post it on instagram. They sometimes did a promotion in instagram
collaborate with artist that famous in Indonesia. So it can attract more
potential consumer to join in Uber’s new program.
In a big day, Uber post a picture to
appreciate the people that celebrate that big day (Christmast, Eid, etc)
ADVANTAGES
AND DISADVANTAGES OF @uber_idn
The advantage of having an official account
is : it can help Uber to promote and socialize their program. Social media also
can be testimony media for Uber. So Uber can show to the followers about the
testimony of their costumer. The admin of @uber_idn is good in my perspective,
because the admin is often ON in instagram. It make the account is alive, not
worn. The quality of the picture also good, it make the visitor more interest.
The admin also often answer the question or just respond a comment from the
followers. It’s friendly can make the consumer or potential consumer
interesting with Uber.
The disadvantage of @uber_idn is : the
followers of Uber is still low, it make the account is not get the verified
sign yet. It make the user of instagram dubious with the originality of the
instagram account. Sometimes the instagrammer think that @uber_idn is fake.
SUGGESTION
FOR @uber_idn
Uber must increase their followers on
@uber_idn to make their account verified and more trusted. To increase the
number of followers, uber can do it by make a program. For example, Uber will
give a RP 200.000 Uber voucher for their new followers in this week. They will
give 10 vouchers by pick the new followers randomly.
2.
UBER IN FACEBOOK : Uber Indonesia
https://www.facebook.com/UberIndonesia/
Three
in four Indonesians using the Internet are also using Facebook. (That number is
even higher as a percentage of total social media users in Indonesia – 94%).
This is one of the highest Facebook penetration rates in Southeast Asia and
ranks Indonesia (with 78 million Facebook users) fourth in global Facebook
users by country.
eMarketer
predicts there will be more than 100 million Facebook users in Indonesia by
2019.
Facebook account of Uber is Uber Indonesia.
Uber Indonesia already verified by facebook. There are 10.544.524 people that
like the page. I think that is the reason why facebook verified the official
account of Uber on Facebook. In information column there is the link of Uber’s
official twitter, and same with the description on instagram, Uber inform that
they are an Internet Company.
In that page, Uber also give the short
description about Uber itself, and give an explanation about company overview,
general information, and also product. In facebook, there are 137 chronology
photos that they are posted. This amount is less than the total post in
instagram. And also there are 34 videos that Uber Indonesia already posted. For
the status, there are so many status. That is the difference of instagram and
facebook, although both of it actually same. In instagram the post is just
about photos and video with a caption. And in facebook, the post is a status
attached with a photos or videos.
DESIGN
OF Uber Indonesia
In facebook there’s no a certain design,
different with feed in instagram. The photo or video that posted on facebook
have a good quality. Even there is no specific design that maybe can make us
interest, we can still interested because of the quality of the post. The good
picture and video make the look of the page nice. But actually i feel a little
bit worry that the facebook user could get bored when visit Uber Indonesia.
CONTENT
OF Uber Indonesia
The content of the post in Uber Indonesia
facebook is similar with the thing that they already posted in instagram. They
do promotion and also they use facebook as a media report. They always try to
report about their activity and program. For example, they have a program about
#SheMovesUs, uber always promote that program and give a report that they just
did gathering with the winner of #She MovesUs.
The other thing that they did in facebook is post
the photo or videos from their customer. It become like a testimony. The
caption is about their experience using the service of Uber. The testimony make
the consumer or maybe potential consumer more trust with Uber and also their
services. Uber become more trusted.
Uber also use facebook as a marketing media,
they always promote their program in facebook. When they just launch new
program, they post it on facebook. They sometimes did a promotion in facebook
collaborate with artist that famous in Indonesia. So it can attract more
potential consumer to join in Uber’s new program.
In a big day, Uber post a picture to
appreciate the people that celebrate that big day (Christmast, Eid, etc)
ADVANTAGES
AND DISADVANTAGES OF Uber Indonesia
Advantage of facebook for Uber is : the
facebook account of Uber is already verified by google, it can make the people
more trust with the existency of Uber on facebook. In the other hand facebook
can be one of the communication media between Uber and their costumer or their
business partner (driver). In comment column, I see that Uber always try to
answer the question or complaints in comment column. This is good, because the
customer/driver can get the solution of their problem. The admin on facebook is
active like the admin in instagram, so they always post the new information
about Uber, that is good to make the official account in social media become up
to date, not worn.
Because social media is an open media, people
can easily know about negative comment about Uber in the comment column.
Sometimes there are some costumer/driver that angry in comment column, it can
affect the other user of Uber services and also the potential costumer.
SUGGESTION
FOR Uber Indonesia
Suggestion for Uber on facebook is : Uber
must increase the quality of service, to reduce a negative comment on a post in
facebook. And it’s better for Uber to adjust the post in facebook and
instagram, because the post in instagram is more than the post in facebook. In
my perspective, the followers in facebook get less information about Uber
activity/program/promotion compare with the followers on instagram that get a
complete information about it.
CONCLUSION
Both official account of Uber in instagram
and facebook is already good. The post already represent about the objective of
the use of social media itself. But it’s better for Uber to always try to make
them a better company every single day, to make their costumer satisfied, and
reduce the negativity because of their bad service. Uber must consider about
consumer satisfaction, because they must realize that they have another
competitor like Grabcar/grabike/gojek.
BIBLIOGRAPHY
https://www.clickz.com/social-media-in-indonesia-big-numbers-with-plenty-of-room-to-grow/94062/
I just want to share some information that might help you. Please enjoy my blog! Subscribe my youtube channel www.youtube.com/c/feliciamonika13 and follow my instagram account www.instagram.com/feliciamonika
I just want to share some information that might help you. Please enjoy my blog! Subscribe my youtube channel www.youtube.com/c/feliciamonika13 and follow my instagram account www.instagram.com/feliciamonika
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