social media strategyKanica Phok || February 19, 2017

TABLE OF CONTENTS

1. Executive Summary, February 2017

2. Social Media Audita. Social Media Assessment, February 2017

b. Traffic Sources Assessment, October 2016- February 2017

c. Customer Demographics Assessmentd. Competitor Assessment

3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results, February 2017- December 2017

EXECUTIVE SUMMARY

In 2017, our social media priorities are to increase our online following and to engage with the community.

The main focus will be to improve brand recognition and reposition the brand in the mind of the consumer base by solidifying a voice for the brand and sharing relevant content.Two major social strategies will support this objective:1. A plan to increase consumer interaction on

social media platforms.2. Encourage conversations and steer brand

image toward a more sophisticated one.

SOCIAL MEDIA AUDIT

The following is an audit of Taco Bell’s social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor

analysis.

SOCIAL MEDIA ASSESSMENT

Social network

URL Follower Count

Avg. Weekly Activity

Avg. Engagement Rate

Facebook facebook.com/tacobell

10.5 million 3 posts per week

.000029%

Twitter twitter.com/tacobell

1.8 million 15 posts per week

.000833%

Instagram instagram.com/tacobell

1 million 2 posts per week

.0002%

Assessment Summary:Engagement rates on all social platforms are extremely low, activity is disproportionate to follower count. An increase in activity on all fronts should be considered moving forward.

WEBSITE TRAFFIC

SOURCES ASSESSMENT

Source Volume % of Overall Traffic

Conversion Rate

Facebook 78255 unique visits

52.38% NO DATA

Twitter 16060 unique visits

10.75% NO DATA

Instagram 1300 unique visits

0.86% NO DATA

Traffic Summary:While social media only drives 1.8% of traffic to the Taco Bell website, Facebook seems to lead by quite a bit in bringing traffic to the website. The conversion rates were not calculated as number of customers was not displayed anywhere. From this, I can tell that Instagram needs to approve on its traffic sourcing for the website.

AUDIENCE DEMOGRAPHICS

ASSESSMENT

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

<24 60%

Female 55%

Facebook 50%

Instagram 40%

Pantry stocking

Immediate hunger

25- 34 20%

Male 45%

Instagram 30%

Facebook 30%

35- 44 16%

Twitter 15%

Twitter 20%

45- 65+ 4%

Other 5% Other 10%

Audience Demographics Summary:A majority of the audience is in the <24 age group and about evenly distributed between genders. Consumers buy Taco Bell products for pantry stocking and to satisfy immediate hunger. Facebook and Instagram are the top two social networks, efforts need to be made to dedicate more energies on those networks.

COMPETITOR ASSESSMENT

Competitor Name

Social Media Profile

Strengths Weaknesses

KFC Facebook.com/KFC

High brand loyalty, strong advertisement, trademark recipe

Widely known to be unhealthy, bad publicity with inhumane product sourcing

McDonald’s Instagram.com/mcdonalds

Hugely popular brand, wide range of products, present worldwide in more than 100 countries, family oriented

Widely known to be unhealthy, multiple lawsuits involving environmental, animal, and workers rights

Pizza Hut Twitter.com/pizzahut

Wide range of products, over 15000 franchises worldwide, quick service

Low brand loyalty, franchise makes quality consistency difficult

Competitor Assessment Summary:The assessement focused on three major competitors with strong social media presences on Facebook, Instagram, and Pizza Hut respectively. Heavy use of visual content and strong campaigns with notable slogans creates consumer traffic. More two- way communication should be utilized.

SOCIAL MEDIA OBJECTIVES

In 2017, our social media priorities are to increase our online following and to engage with the community. In order to do so, our social media priorities will be to increase consumer interaction on social media

platforms and encourage conversation steering the brand image to a more sophisticated one.

OVERALL BUSINESS

GOALS

1. Increase brand recognition and follower count via social media.

2. Increased sales with non- majority consumer demographics.

SOCIAL MEDIA

OBJECTIVES TO SUPPORT

BUSINESS GOALS

1. Increase brand interaction across all social media platforms via:

a. Increase use of brand hashtags b. Utilize Twitter mentions with

consumers and other brands.2. Increase Instagram following by 100,000 in 6 months3. Increase volume of visual content published across all platforms.

KPIs & KEY SUPPORTING

MESSAGES

Qualitative:Brand sentiment amongst different demographic groups.

Quantitative:1. Number of unique visitors from Facebook,

Instagram, and Twitter.2. Number of Instagram followers.3. Number of weekly posts of visual content across

all platforms.

Key Supporting Messages:4. “Live Más”

ONLINE BRAND

PERSONA &VOICE

Adjectives that describe our brand:1. Quick2. Cheap3. Flavorful4. Variety

Examples of Brand Voice in Social Media interactions:

STRATEGIES & TOOLS

Paid:1. Invest in native advertisements on Facebook and Instagram.2. Boost late night posts.Owned:1. Always end social posts with “#LiveMás”2. Post visual content stressing business hours late at night.Earned:1. Launch promotional offers via text message. (see: Chipotle)Tools:Approved1. HootsuiteRejected1. N/A

Existing Subscriptions/ Licenses:1. Adobe Suite2. Vimeo3. Youtube

TIMING & KEY DATES

Key Dates: Valentine’s Day, Cinco de Mayo, Memorial Day, Independence DayInternal Dates: March 31- Launch text promotional offersLead Times: 4 weeks to develop campaign, website page, and other logistics behind text promoReporting Dates: N/A

SOCIAL MEDIA ROLES &

RESPONSIBILITIES

Social Media Director: N/AResponsibilities: provide outline for

social post schedule, handle majorly critical scenarios, act as liaison with rest of marketing department

Social Media Manager: N/AResponsibilities: create social post

schedule, enact critical response plan, oversee social media coordinator

Social Media Coordinator: N/AResponsibilities: actively post on

social platforms, interact with audience, keeping in mind brand voice

SOCIAL MEDIA POLICY

• Be respectful• Do not participate in online conflict• Be polite• Be helpful to customers• Use common sense• Do not incite conflict with competition

CRITICAL RESPONSE PLAN

SCENARIO #1:

hateful tweet sent

to @TacoBell

Action Steps: 1. Screenshot Tweet 2. Alert Social Media Manager 3. Delete Tweet

Pre-approved messaging: Depending on content of Tweet no response may be needed. If needed, work with Social Media Manager to craft one within the guidelines.

SCENARIO #2: food

served to customer not up to standard

Action Steps: If in restaurant1. Apologize to customer.2. Remake customer’s order at no cost.If customer files complaint online3. Send message apologizing for inadequate

experience.4. Send customer coupon for free standard sized

meal.

Pre- approved messaging:“Hi _____, we are sorry to hear about your less than average experience with us! Give us another chance with a free _____ meal. Promise it’ll be worth it! #LiveMás”

MEASUREMENT & REPORTING

QUANTITATIVE KPIs

Social Network Data:

Website Traffic Data:

Results Assessment:Extreme growth in weekly activity has increased both conversion and engagement rates.

Source Volume % of Overall Traffic

Conversion Rate

Facebook 5,000 unique visits +20% growth

18% 5%

Instagram 50,000 unique visits +25% growth

35% 12%

Twitter 800,000 unique visits +20% growth

45% 20%

Social Network

URL Follower Count

Avg. Weekly Activity

Engagement Rate

Facebook Facebook.com/tacobell

10.6 million 9 posts per week +200% growth

8%

Instagram Instagram.com/tacobell

2 million 30 posts per week +100% growth

5%

Twitter Twitter.com/tacobell

1.5 million 10 posts per week +400% growth

6%

QUALITATIVE KPIs

Sentiment Analysis:An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following: 1. an abundance of positive sentiment from

customers following their visit. This includes shout outs, sharing photos of their experience