Ola Cabs’ topical and continuous use of the hashtag has enabled it to become one of the most well known radio cab brands on social media according to a report by Simplify360. The research was carried out by over a period of 15 days with more than 30 thousand posts analyzed.
Along with catchy hashtag campaigns, their associations with popular events is also another reason for their high popularity among social media users. For example, Ola ran the #AccesstoArmin campaign during Armin van Buuren’s performance at this year’s A State of Trance. Another hashtag is the cheeky #ChaloNiklo campaign, which was launched earlier this year.
The company has also been associated with Twitter Meetups, which seems to have added to awareness among the more digitally savvy TG. Similar campaigns (with special discounts) have also been carried out for World Yoga Day, World Environment Day, etc. All this has led to Ola receiving 39 per cent share of voice; just behind leader Uber, whose SOV stands at 44 per cent.
However, a comparison of followers on Facebook and Twitter shows that despite Uber’s global presence, Ola Cabs is more than holding its own. In fact, on Twitter, the company has more followers (25,300) than Uber or any other radio cab operator.
“Based on our analysis, Ola Cabs and Uber are neck and neck in most parameters. The study shows that they both have an equal percentage user mind share. Ola Cabs is mentioned the most at 73 per cent in the conversations for Uber Cabs where competitors are mentioned. So is in the case of conversations for Ola where Uber has the biggest pie of 73 per cent,” said Vang Lian, Head of Research at Simplify360.
Taxi For Sure, Uber Also Benefit From Active Social Media Campaigns
Apart from these two, the other big operators like Meru, Taxi For Sure, Mega Cabs, Easy Cabs, etc. have a comparatively limited presence on social media. This, of course, does not mean that they are not making this presence felt.
“Uber has played an excellent customer relations and engagement role on social media, especially on Twitter. The tone they use is relatively friendly with a tinge of wit. Taxi For Sure has been leveraging video content as a mode of capturing the attention of the youth and has garnered a fair share of views and awareness due to that. Another brand that made a mark through social media was Cabzo, with their “How Mumbaikars Hail A Cab” video that went viral,” said Zafar Rais, CEO at Mindshift Interactive.
However, it should be noted here that Cabzo has just three videos on their YouTube channel so maybe they could try to be a more regular with updates.
Uber has done some brilliant campaigns using digital medium in other countries, one example of which was a NFC campaign in London. We are yet to see campaigns of this ambition in India, though Uber used influencer marketing cleverly during its launch by inviting celebrities and social media influencers to endorse its brand. Recently, it has, tied up with popular digital content creators The Viral Fever, a partnership that was actively promoted on social media.
Taxi For Sure is another operator that has relied on catchy hashtag campaigns to boost its popularity. This, combined with traditional media campaigns, is probably what is responsible for its high SOV (in comparison with others). It has the second highest twitter followers and third highest Facebook followers.
“I like the way they (radio cabs) have used growth hacks like rewarding people for introducing their friends to the service. Also, from a CRM perspective, social media has really enabled them to service at scale much more efficiently than any other medium before. The app economy has also helped tremendously for reducing their cost per transaction per user,” says Gautamm Mehra, Business Head (Social Media) at iProspect Communicate2.