How Uber Turns Cultural Moments into Social Success

Social Pros Podcast

What does it take to manage social media for a global brand like Uber? We hear the secrets to their social success in this episode with N'Yaisha Aziz, the Global Social Media Lead at Uber, who takes us through Uber’s strategy and approach to building winning campaigns that resonate.

Full Episode Details

How can we make our social media content resonate and create a real impact online? N'Yaisha Aziz joins the podcast to share Uber’s approach to community, adapting to cultural trends, and creating viral campaigns that people talk about at the dinner table. Heading up both sides of the business, Uber and Uber Eats, N'Yaisha operates across the brand team, product marketing, and social impact to deliver campaigns, initiatives, and messaging through engaging campaigns and organic content.

We hear some behind-the-scenes stories of Uber’s successful campaigns, including a holiday campaign with the “Queen of Christmas,” Mariah Carey, and how she got to work on content in real-time for the Super Bowl. N'Yaisha explores the impact of community-driven content, the challenges of balancing campaign work with organic social media, and why Uber prioritizes shareability and comments as key metrics for success.

In This Episode:

• 2:12 - What N'Yaisha’s role involves and a typical day in the life at Uber
• 4:00 - How N'Yaisha balances the campaign side and the organic side
• 6:12 - How Uber makes space for content that works on both a local and global level
• 9:15 - How Uber manages its content calendar while keeping the community engaged
• 11:17 - Why Uber prioritizes shareability and comments as key metrics
• 14:02 - N'Yaisha’s take on pushing boundaries in social
• 16:11 - N'Yaisha takes us through Uber’s holiday campaign with Mariah Carey
• 20:19 - Drafting a creative brief for Mariah Carey
• 24:00 - Working on campaigns that tap into sentimental moments
• 27:58 - What it was like working on real-time content at the Super Bowl
• 30:05 - Where N'Yaisha goes for inspiration
• 35:05 - N'Yaisha’s top tips for aspiring social pros

Resources

• Join the Social Pros LinkedIn community
• Connect with N'Yaisha on LinkedIn
• Follow Uber on LinkedIn
• Follow Uber on Instagram

Visit SocialPros.com for more insights from your favorite social media marketers.