Social Media Strategy

TACO BELL

TABLE OF CONTENTS2 Executive Summary3-6 Social Media Audit

Social Media AssessmentTraffic Sources Assessment Customer Demographics Competitor Assessment

7-8 Social Media Objectives9 Online Brand Persona and Voice10-11 Strategies and Tools12 Timing and Key Dates13 Social Media Roles and Responsibilities14 Social Media Policy15-16 Critical Response Plan17-19 Measurement and Reporting Results

Anna Jackson 2/19/17

In 2017, our social media strategy will primarily focus on supporting our revenue goals by driving more traffic to our website by growing the online following and engagement of our social media platforms.

To do this, our major social media priorities will be to increase the variety of social media platforms that we use as well as the variety of engaging content and conversations on each social media site.

Two essential social strategies will support this objective:1. Increase variety of social media platforms as well

as the variety of content posted on those platforms. 2. Encourage conversations by increased responses to customers who engage with content by comments, hash tags, tags, etc.

EXECUTIVE SUMMARY

SOCIAL MEDIA AUDIT The following is an audit of Taco Bell’s social media presence to date including an assessment of social networks, web traffic, audience demographics and competitor efforts.

SOCIAL MEDIA ASSESSMENT Social Network

URL Follower Count

Average Posts/Week

Average Engagement Rate

Facebook Facebook.com/tacobell

10, 448, 547 2 2.5%

Instagram Instagram.com/tacobell/

1 Million 1 4%

Twitter Twitter.com/tacobell

1.8 Million 11 1.4%

YouTube Youtube.com/user/tacobell

59,135 5 5.5%

WEBSITE TRAFFIC SOURSES ASSESSMENT1.8% of Taco Bell’s traffic is from social media

Source Volume % of Overall Traffic (from 1.8%)

Conversion Rate

Facebook 5000 unique visits

52.38% 3.45%

Instagram 1000 unique visits

0.86% 0.43%

Twitter 2000 unique visits

10.75% 2.89%

Youtube 3000 unique visits

20.09% 2.52%

AUDIENCE DEMOGRAPHICS ASSESSMENT

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

60% 18-25

70% Female

45% Facebook

33% Facebook

Eating fast,

Enjoying food,

40% 35-44

55% Male 23% Instagram

20% Twitter

good tasting,

Friends,

20% 45-54

50% Twitter

15% Instagram

And afforable

Fun,

10% 55-64

35% Youtube

Tex-mex food.

And sharing the experience on social media.

COMPETITOR ASSESSMENT Competitor Name Social Media

ProfileStrengths Weaknesses

Moe’s https://twitter.com/Moes_HQ

Good audience sentiment and engagement. High quality pictures. Up to date with pop-culture and trending conversations.

Lacks in variety of posts. Posts are more traditional and may seem boring to a younger audience. Lacks in variety of visual content for posts such as video and audio.

Tijuana Flats https://www.facebook.com/tijuanaflats/

Photos and tone appeals to young audience. High quality graphic design and photos.

Extremely long wait for response to customers who comment. Low customer engagement such as likes/ shares/ comments.

SOCIAL MEDIA OBJECTIVESSome objectives include:

1. Gain 3000 subscribers on Snapchat in 6 months. 2. Increase volume of varieties of visual content published across all social platforms by 30% in 6 months. 3. Increase by 40% the amount of followers who tag their peers in Taco Bell’s posts on across all platforms in 6 months.

KPIs1. Number of unique visitors from Snapchat, Facebook, Twitter, Instagram and YouTube 2. Number of Snapchat subscribers 3. Number of weekly video and photo posts to Snapchat, Facebook, Twitter, Instagram and YouTube4. Number of tags made on Taco Bell’s posts on Snapchat, Facebook, Twitter, Instagram and YouTube by customers.

Key Messages1. Fun, Affordable and Delicious Food 2. Fun, Even if You’re Full

ONLINE BRAND PERSONA & VOICE Adjectives to describe our brand:

1. Delicious 2. Bold3. Innovative 4. Humorous5. Fun 6. Original 7. Dependable

When interacting with customers we are:1. Helpful2. Friendly 3. Considerate

STRATEGIES & TOOLSPaid: On one random Tuesday every month, provide a taco-face filter that features Taco Bell’s logo at the bottom on Snapchat. Owned: One week following a taco-face filter Tuesday, post the funniest snaps sent to Taco Bell’s snapchat account from customers using the filter. Taco Bell will post the funniest photos or videos on different days throughout the week using the hashtag #UarewhatUeat. Earned: Snap a coupon for a free taco to each of the customers who created the taco-face filter snaps that were featured on Taco Bell’s social accounts. Monitor Facebook, Instagram and Twitter for keywords and

terms: taco, taco bell, live mas, mexican food, burrito

TOOLS

• Hootesuite• Facebook analytics• Twitter analytics • SimplyMeasured• Snaplytics

TIMING & KEY DATESKey Dates:

• March 21 (Taco Bell’s birthday)• Tuesdays (Taco Tuesday) • October 4 (National Taco Day) • May 5 (Cinco de Mayo) • SnaplyticsReporting Dates:

Quarterly reporting will occur on the last day of the month in February, May, August and November.

SOCIAL MEDIA ROLES & RESPONSIBILITIESDirector of Brand Marketing: Taylor Montgomery

Senior Social Media Coordinator: Chris Crawford Paid Social Media Manager: Erika JohnsonSocial Media Engagement: Katie Reynolds

SOCIAL MEDIA POLICY As a Taco Bell employee, you are always representing the company and expected to demonstrate best practices when using social media platforms. In order to do so, follow these guidelines:• Be helpful • Be polite • Find a solution • Do not start or participate in fights • Do not post anything illegal • Do not post anything openly racist or offensive• Do not be sarcastic or rude Failure to abide by these guidelines will result in termination.

CRITICAL RESPONSE PLANScenario 1- Food poisoning / Food recallAction plan: • Source of realization for the problem must immediately contact Chris

Crawford. (If Crawford unavailable, contact Erika Johnson)• Crawford will discuss situation with Johnson and devise plan of action. • Johnson to create follow-up social media responses. (Crawford will

approve)• Johnson will respond to any media inquiries. • Crawford and Johnson will follow-up with company executives to

access what actions have been taken to prevent future problems. * No pre-approved messaging will be used in this scenario as messaging will be dependent on caliber of the situation.

Scenario 2 – Inappropriate Tweet Sent from @TacobellAction plan: • Source of realization for the problem must immediately contact Chris

Crawford. (If Crawford unavailable, contact Erika Johnson)• Crawford will discuss situation with Johnson and devise plan of action. • Crawford and Johnson will meet with employee responsible as well as

HR employee to determine if disciplinary action is required • Johnson to create follow-up social media responses. (Crawford will

approve)• Johnson will respond to any media inquiries. * No pre-approved messaging will be used in this scenario as messaging will be dependent on caliber of the situation.

MEASUREMENT & REPORTING RESULTS

Website Traffic Sources Assessment

Source Volume Percentage of Overall Traffic

Conversion Rate

Facebook 10,000 unique visits+100% growth

77.45% 5.21%

Twitter 4000 unique visits +100% growth

30.77% 4.38%

YouTube 6000 unique visits+100% growth

40.09% 4.21%

MEASUREMENT & REPORTING RESULTS

Social Network

URL Follower Count

Average Weekly Activity

Engagment Rate

Facebook Facebook.com/tacobell

16 Million +45% growth

4+100% growth

6%

Instagram Instagram.com/tacobell

3 Million+200% growth

2+100% growth

8%

Twitter Twitter.com/tacobell

3 Million+66% growth

22+100% growth

4%

YouTube Youtube.com/user/tacobell

80,000+33% growth

10+100% growth

10%

Social Network Data

QUALITATIVE KPIsSentiment Analysis

An analysis of the interactions on 1,000 Facebook posts, 1,000 Instagram posts, 1,000 Tweets and 100 YouTube posts revealed that: • Positive sentiment from customers followed their visit

such as tags, shared posts, likes, comments and mentions.

• The biggest driver in negative sentiment was faulty product.

Proposed Action Items:• Continue taco-face filter• Continue taco-face filters posts• Continue taco-face-filter rewards