Taco BellBy Emily Flood

Table of Contents Executive summary Social media audit -Social Media Assessment -Website Traffic -Audience -Competitors Social Media Objectives Online Brand Persona and Voice Strategies and tools Timing and Key Dates Social Media Roles and Responsibilities Social Media Policy Critical Response Plan Measurement

Executive Summary

Our goal for 2017 is to increase our social media platforms along with building customer loyalty.Our focus will be also be to build up Taco Bell`s as a brand by offering promotions as well as posting more engaging content.

Social Media Audit: Social Media Assessment

Social Network URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/tacobell?lang=en

808,000 20-22 10%

Facebook https://www.facebook.com/tacobell/

3,031,815 5-6 4%

Instagram https://www.instagram.com/tacobell/?hl=en

384,000 2-4 1.5%

Linkedin https://www.linkedin.com/company-beta/3407/?pathWildcard=3407

50,178 2-3 .05%

Social Media Assessment

Facebook has the highest following of Taco Bell`s media platforms, however twitter has the most interaction. Facebook has the second highest level of interaction. Linkedin being the lowest.

Social Media Audit: Website traffic

Source volume % of overall Traffic

Conversion Rate

Twitter 2,500 18% 2%

Facebook 4,500 22% 1.75%

Instagram 1,000 10% 2%

Linkedin 50 1% .10%

Social Media: Competitors

Competitor name

Social Media Profile

Strengths Weaknesses

Moe`s southwest grill

https://www.facebook.com/Moes-Southwest-Grill-224435034278930/

• Uses limited specials to gain awareness

• Communication with consumers

• Use of many visuals

• Not as many followers

• Not as established of a brand

• Facebook not strong as twitter

Pizza Hut https://www.facebook.com/pizzahutus/

• Strong facebook crowd

• Customer Loyalty

• Weak twitter crowd

• Little customer interaction

Burger king https://www.facebook.com/burgerking/

• Limited time specials

• Strongly connected to their twitter audience

• Little customer loyalty

Social Media Objectives

During the remainder of the year, the main focus for our social media strategy will be to continue to reposition the image of Taco Bell in the minds of consumers as a healthier restaurant opposed to competitors.

Social Media Objectives: Specific

Objectives To reach 2 million followers by January 2018Use Hootsuite to watch commentary on social

media platforms. Advertise the Taco bell foundation and the

Taco Bell college grants for brand awareness.

Social Media: KPI`s

Post 2 weekly about the Taco Bell Foundation and the Taco Bell Grant on Facebook and twitter

Post 7 times a week on Instagram Make 4 total post on twitter a week

Online Brand Persona and VoiceExciting and Humorous

-Funny twitter photos along with witty captionsFresh - Providing fresh family geared food

Strategies and Tools Owned-suggest customers to share pictures and experiences at taco bell. Earned- Promote a hashtag Paid- One paid tweet and Facebook advertisement a week

that (should be of organic content that received a minimum of 150 likes on Facebook).

Tools - Hootsuite - Buffer

Timing and Key Dates

Cinco De Mayo - Half off regular tacos Christmas- 15% off orders over $25 Thanksgiving - 15% off orders over $25

Social Media Roles and Responsibilities

Social and Digital manager: Jozlynn Pfingst

Social Media Policy

Social media policy is an important part of our company. We use it to send messages and interact with customers. We also use social media to share the company`s activities thoughts, plans and ideas.

Critical Response Plan

Inappropriate tweets sent from Taco Bell`s twitter

- Take screenshot of tweet - Delete tweet - Alert Social Media Manager

Continued

Customer gets wrong order - Alert manager- Check receipt - Fix order

Measurement and reporting results

Quantitative KPIs

Reporting period: 3 months Data as of January 1st, 2017

Website Traffic Sources Assessment

Source Volume Percentage Conversion rate

Twitter 3,500 20% 3.5%

Facebook 5,000 18% 3%

Instagram 4,000 15% 5%

Social Network DataSocial Networkz

URL Follower Count

Average Weekly activity

Engagement rate

Twitter https://twitter.com/tacobell?lang=en

820,000(+13,000)

20-22 12%

Facebook https://www.facebook.com/tacobell/

3,034,312(+2,400)

10-12 7%

Instagram https://www.instagram.com/tacobell/?hl=en

396,000(+12,000)

6-8 3%

Linkedin https://www.linkedin.com/company-beta/3407/?pathWildcard=3407

50,923(600)

3 1%

Our instagram following page has grown substantially in the last three months. However we did not meet our goal of 2 million followers by the end of the year. Post that asked for audience interaction received the most likes.

The social media content has created content for Taco Bell Foundation and Taco Bell

Qualitative KPIs

Sentiment Analysis: An analysis of the interaction on facebook

posts, instagram, twitter revealed that a lot of sharing photos and using hashtag. The number only increased when humorous posts. Negative posts came when customers were unsatisfied with their meals.

Proposed Actions Items

Promote Taco Bell foundation and Grants to enhance public image

Continue creating customer loyaltyContinue creating content on all platforms

that invites customers to engage.