Taco BellSocial Media StrategyHONESTY ABRAMOWICHFEBRUARY 08, 2017

Table of Contents

1. Executive Summary

2. Social Media Audit

a. Social Media Assessment, November 2014b. Traffic Sources Assessment, May 2014 - October 2014 c. Customer Demographics Assessment d. Competitor Assessment

3. Social Media Objective

4. Online Brand Persona and Voice

5. Strategies and Tools

6. Timing and Key Dates

7. Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

10. Measurement and Reporting Results

Executive Summary

Our social media priorities for the end of 2016 and all of 2017 are to increase our online presence and engagement with our customers.

Our primary focus will be to engage customers by creating fresh, new content and inviting them to participate in Taco Bell’s social media brand via Twitter, Facebook and Instagram.

Two major social strategies will support this objective1. A plan to increase the amount of engaging content we put out.2. To encourage customer involvement hosting creative content contests for the public.

Social Media Audit

Social Media Assessment (as of Feb. 08, 2017)

The following is an audit of Raincoast Adventures’ Inc. social media presence to date. It includes an assessment of all social networks, web traffic, audience demographics, and a competitor analysis.

Assessment Summary continued

Assessment Summary: Currently, the highest number of interaction per post occurs on

Instagram. Very few interactions per post occur on LinkedIn and Pinterest. Closing those channels should be considered while moving forward.

Website Traffic Sources Assessment (Timeframe monthly average March 2016 to August 2016)

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 4,000 unique visits

8% 2.5%

Facebook 7,000 unique visits

11% 1.2%

Instagram NO DATA NO DATA NO DATALinkedIn 150 unique visits 0.4% 0.01%Pinterest 800 unique visits 2% 0.1%Traffic Summary:

Currently, Facebook provides the largest traffic to our website. Facebook follows closely behind. Although Instagram has to data to show, it is likely to attract a large number of traffic.

Audience Demographics AssessmentQuestionnaire distributed in May/June via email and upon visitor registration. Total applicant responses: 12,000

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

62% 18 – 25

58% Female

58% Female

45% Facebook

Cheap, accessible food

Variety of options

27 % 26 – 37

42% Male 42% Male 35% Instagram

8% 38 – 50

49% Instagram

20% Twitter

3% 51 - 80 38% Facebook13% Twitter

Audience Demographics Summary:An overwhelming majority of survey respondents are in the age group 18 - 25. Instagram and Facebook are their primary social media platforms. Having cheap and accessible food are the primary motivators for eating at Taco Bell, followed by having a variety of options.

Competitor Assessment

Competitor Name Social Media Profile

Strengths Weaknesses

Kentucky Fried Chicken

https://www.facebook.com/KFC/

Well branded with the acronym KFC. Interactive with Facebook followers.

Primarily focused in chicken and basic sides. Not much variety in regard to actual food options.

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

Active and frequent posting. Engages with followers.

Most Facebook comments on photos are from dissatisfied customers.

Dominos https://www.facebook.com/Dominos/

Frequent posts with enticing photos and other creative content.

Confusing Facebook posts that don’t translate the brand well. Unresponsive to Facebook posts.

Competitor Assessment continued

Competitor Assessment Summary: The above analysis focuses on our three major competitors, focusing on

their Facebook pages where the most interaction between company and customers occur. Each competitor excels in creating frequent social media content for their users. However, each could improve by adjusting the creativity of their content in relation to the actual product being sold.

Social Media Objectives

In 2017, the primary focus of our social media strategy will be to increase revenue by improving our customer relationships. We will release more engaging content to cultivate more meaningful relationships with our customers and increase traffic to our websites.

Some Specific Objective include :1. Increase unique visitors to websites by 25% in 6 months via:

Creative competitions encouraging followers to create their own posts to be voted on for a prize. Create engaging hashtags for users to use online.

2. Increase Instagram following by 5,000 in one year.3. Increase the amount of content put out on Facebook, Twitter and Instagram by 50% in 6 months.

Social Media Objectives continued

KPI’s Number of unique Visitors from Facebook, Twitter and LinkedIn Number of Instagram Followers Number of weekly creative/visual posts

Key Messages #tacoboutit Delicious, cheap food for one and for all.

Online Brand Persona and Voice

Adjectives that describe our brand Fresh Fun Affordable Innovative When interacting with customers we are Considerate Helpful Friendly

Strategies and ToolsPaidEvery Friday afternoon boost the most popular post on Facebook. Must have a minimum reach of 150.OwnedIntroduce the hashtag #tacoboutit to company Instagram posts and encourage customers to create topics of discussion using the hashtag. Include it on all social media platforms. Reward the customer with the most liked post that include the tag.EarnedMonitor twitter for key words and terms such as: taco, fast-food, burrito, crunch wrap. Offer coupons or taco vouchers over the course of 5 months to spark relationships and encourage more conversation about the brand.

Approved tools: Buffer, Hootsuite, PhotoshopRejected: N/AExisting Subscriptions/Licenses: Kapost

Examples of Strategies and Tools

Creative content

Interactive Content

Timing and Key Dates

Holiday Dates February 14 – Valentines Day April 2 – National Burrito Day May 5 – Cinco De Mayo October 4 – National Taco Day Internal Events March 6 - National Manager Conference Reporting Dates Reporting will occur every 3 months in March, June, September December

Social Media Roles and Responsibilities.

Social Media Director: Honesty Abramowich Creates and oversees social media strategies and projects

Social Media Manager: Stephanie Diaz Handles customer relations on social media platforms Works directly with social media coordinator

Social Media Coordinator: Caroline Hament Creates social media content Explains strategies to team members

Social Media Policy

Social Media is a part of our every day lives. We utilize it to interact with our customers and present a sense of transparency. As an employee and representative of Taco Bell, you are expected to have a certain etiquette that will provide our customers with the best experience possible. The following are some guidelines to give our customers the experience they deserve: Be polite Use common sense Don’t disrespect competition Stay out of trouble Appeal to the target audience

Violation of this policy can lead to disciplinary actions and potentially termination from the company. Human Resources will decide on the actions necessary if the policy is violated.

Critical Response Plan

Scenario 1 - Inappropriate tweet sent out from @tacobellAction Plan1. When Tweet is detected

i. Take a screenshotii. Delete the tweet iii. Alert Stephanie Diaz (social media manager)

2. Stephanie to sync with Caroline to discuss the impact of the rogue Tweet.3. Stephanie to develop an appropriate response Tweet.4. If media has picked up the Tweet, Honesty to manage all direct contact. If Honesty is unavailable,

Stephanie to manage direct contact.5. Honesty, owner and human resources locate the employee responsible to determine further

disciplinary action.No pre-approved response in this scenario

Critical Response Plan continued

Scenario 2 - customer/worker altercation; no injuriesAction Plan1. Site crew to alert establishment owner, who then alerts Honesty Abramowich (managing director).2. Honesty to sync with Stephanie Diaz (social media coordinator) to determine if the altercation has been

circulating on any social media.3. If social media has picked up on the altercation, Honesty to manage all direct contact.4. Owner communicates with media where news first broke. Honesty and Stephanie continue to manage

social media content on the situation.5. Honesty decides if a longer statement is necessary. If so, Honesty and owner will create it.6. Honesty, owner and human resources meet with employee to determine whether or not termination is

necessary.Pre-approve message: Here at Taco Bell, we believe in service and respect. We do not condone aggressive behavior from any of our employees. We believe in service with respect. Appropriate disciplinary actions will be made at the discretion of our human resources team.

Measurement and Reporting ResultsQuantitative KPI’sReporting period: 4 monthsData as of October 1, 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 5,000 unique visits + 12% growth

12% 4.5%

Facebook 8,000 unique visits + 10% growth

14% 1.9%

LinkedIn 230 unique visits +7% growth

1.5% 0.1%

Pinterest 900 unique visits + 4% growth

3% 0.9%

Website Traffic Source Assessment

Measurement and Reporting Results continued

Social Network Data

Measurement and Reporting Results continued

Our Facebook following has increased by 448,767 followers in the last 4 months due to the creative post competition created and an increase in postings per week.

The social media team has done an incredible job of efficiently and effectively putting out creative content that resonates with our consumers. We have gained followings on all social media platforms and increased interactions as well.

We elect to eliminate LinkedIn and Pinterest despite slight increases. They are not doing anything for our company to keep these social media channels up and running.

#tacoboutit campaign In the last four months this campaign aimed to increase conversation based around

Taco Bell has trended twice and was used over 300,000 times. By incorporating this hashtag in our Facebook statuses and Instagram posts,

customer conversation has increased on both platforms.

Measurement and Reporting Results continued

Qualitative KPI’sSentiment AnalysisAn analysis of the interactions on 70 Facebook posts, 70 Instagrams and 70 Tweets. There was an abundance of positive reactions from customers following their visits.

Customers created and posted their own content while tagging Taco Bell in their posts. The largest number of complaints came from people who received the incorrect order

while going through the drive-thru’s. Proposed Action Items Continue #tacoboutit campaign Consider more online creative content contests Prepare a new mission statement to be incorporated into all of our social media bio’s