MERCADEO Versión en español
Carlos Lang of Uber: To build an identity in networks you must be aware of your impact in peoples life
Manuela Walfenzao| 7 de junio de 2016
Carlos Lang, director de Community de Uber
During the second day of the Social Media Week Mexico, Carlos Lang, Head of Community at Uber talked about his experience creating a true brand identity in social networks. His presentation called What story are you telling? highlighted the importance of acknowledging the companys essence and the context around it. The talk took place at the Universidad de la Comunicación (Communication university) in Mexico City. “A year ago we had a problem. We had Uber in five cities and each of them had a different voice in networks. Now we are in ten cities and weve accomplished to consolidate them in a sole line. The idea was to recognize and find a tone that represented the country” he said. Lang discovered that Ubers content lacked Mexican essence. “I realized that in order to build a true identity in networks we had to know not only what we were doing, but the impact we had in the life of the people we were engaging with. We wanted to know what was our essence, our heart, our soul. So we finally saw that what we wanted was to tell stories” he said. His strategy was to create communicational pillars that promoted affinity, tell stories, celebrate the cities where Uber operates and acknowledge the people. They also search for relevant partnerships. “To promote Uber Pool we partnered with Molotov and was a great success, we reached much more people this way than alone. The Childrens day we joined with Juguetron and when you asked for your Uber, you received a gift you could keep or donate to a children’s home. 99.9% donated their gifts” he concluded.
