How YouScan Helped Uklon Streamline Monitoring of Its Driver Ambassador Program
Trust built through content
Three years ago, Uklon’s ecosystem of digital services launched the Driver Ambassador program, a program unique to Ukraine’s ride-hailing services. Instead of working with influencers and bloggers, the brand collaborates with drivers of the Uklon Driver service.
The ambassador drivers create their own video content for social media and talk to the audience about topics that are clear and relevant to them. This format helps Uklon maintain a high level of brand trust.
YouScan helped Uklon move from a cumbersome, time-consuming way of monitoring the driver ambassador program to systematic, automated monitoring of content, KPIs, and audience response. This freed the team from routine work, created more opportunities for real-time trend analysis, and improved the preparation of monthly reports.
How do you keep track of KPIs?
As part of the program, ambassadors get commission-free rides. In return, every month they have to create videos on specific topics and achieve high reach and engagement.
When there were only a few ambassadors, tracking these metrics manually was feasible. But as the program grew, the Uklon team had to process and analyze a large volume of content by hand.
Manual monitoring took a lot of time and made working with the data difficult. The team could check individual metrics, but had no way to store historical data or analyze the data comprehensively.
So Uklon needed not only to know whether the ambassadors had met their KPIs, but also to understand:
Which content performs best
Which topics generate the most engagement
How the audience reacts to the messages
Whether any potential issues or reputational risks are emerging
“Right now, process optimization and analysis are a priority for us. We have become more flexible. When we collected information manually, we couldn’t archive the data, had nowhere to analyze it, and didn’t track trends. With YouScan, we can do all of that. All the information is saved, and we can review historical data. Those are the two main benefits for us,” says Oleksandra Bunchak, Senior Social Media Marketing Specialist, Uklon
The ideal solution: process automation with YouScan
To streamline monitoring of the driver ambassador program on social media, the Uklon team turned to YouScan to build a dedicated dashboard for the Driver Ambassador program.
To track the content of specific driver-creators, Uklon uses Audience Insights, YouScan’s audience analysis feature. It lets the team collect and analyze relevant mentions and content from selected authors across different social networks.
As a result, instead of collecting and analyzing data manually, the team got a convenient single dashboard where the program’s key metrics are visualized in charts in real time.
What is really worth tracking in an ambassador program: Uklon’s experience
The dashboard helps Uklon see not only the volume of content created, but also how the audience responds to it.
The team tracks:
Ukrainian cities where ambassadors operate
Topics ambassadors cover and how they change over time (for example, delivery, the “Kids” ride class, the leasing program, and others)
Overall sentiment of mentions
The number of mentions on social media
Ambassador content reach
Engagement rate
“Using YouScan has improved the speed of content processing and the monitoring of mention sentiment. Before that, we didn’t monitor sentiment manually,” says Oleksandra Bunchak, Senior Social Media Marketing Specialist, Uklon.
From the quantity of content to an understanding of its effectiveness
One of the key advantages of YouScan for the Uklon team is the ability to evaluate not only how much content has been created, but also what it says.
For example, the team tracked the audience’s reaction to a change in the format of the “Kids” ride class, which became an add-on service. Before that, the topic had not appeared in mentions at all.
With YouScan, Uklon can see not only the ambassadors’ content itself, but also the audience’s reaction to it, including comments and the sentiment of the discussion. Here is an example of video content from a driver-creator on YouTube.
Key figures
After automating its processes, the Uklon team gained a single system for monitoring its large-scale driver ambassador program:
36 ambassador drivers in the program
20K+ monthly engagement
100+ videos monitored every month
400K+ monthly reach
“Thanks to YouScan, the time we spend processing ambassador content has dropped by about 40%, and the processing itself has become much simpler: we spend less time collecting data and more time understanding the results and developing the platform further,” says Daria Akymenko, Middle Community Specialist, Uklon.
Automation and social media monitoring with YouScan also help the Uklon team spot potential reputational risks faster and respond to them proactively. For example, if a mention of a road accident appears on social media, the team sees it in YouScan right away and can react by contacting the ambassador driver directly to check whether everything is all right or whether they need help.
💡 The main insight
The Driver Ambassador program has now become more than a channel for spreading brand messages. Thanks to systematic social media monitoring with YouScan, the Uklon team has gained an important source of data on content, audiences, and reactions to the brand’s communication.
🤩 How to apply these insights to your own ambassador program
Do you have your own ambassador program or a large community of content creators? Sooner or later, monitoring its performance manually will take up the lion’s share of your time, as it did for Uklon before it started working with YouScan.
As you launch and grow your ambassador program, pay attention to the following:
Don’t evaluate ambassadors solely by the amount of content they produce. It is more important to understand which formats and topics actually drive engagement and reach.
Track audience sentiment, not just the fact that something was published. A positive or negative response under an ambassador’s content can often tell you far more than it seems.
Compare ambassadors with one another and over time. Without historical data, it is hard to see the dynamics: who is growing and who is losing effectiveness. Use social media monitoring insights to adjust your future communication.
Spot potential reputational risks early. A mention of an incident involving an ambassador is a moment when speed of response matters.
