Social Media StrategyBaylor Cherry

February 18, 2017

1.  Executive Summary

2.  Social Media Audit

3.  Social Media Objectives

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

TABLE OF CONTENTS

EXECUTIVE SUMMARYOur major social media priority for 2017 will be increasing our engagement with our followers to promote our company and our brand.

The primary focus will be to engage with our followers in a fun and enjoyable manner while listening to their needs and giving them reasons to stick around.

Strategies to support this objective:

1. Build a team of individuals to engage and reply to the audience through all social platforms on a daily basis

2. Implement contests and special deals via social media to increase engagement with our sites and our restaurants

SOCIAL MEDIA AUDITSocial Media Assessment

Assessment Summary:

At present time, our main source of followers comes from our Facebook account. However, our main platform for interaction comes from our Twitter account. Due to the prominent difference in follower count, the average engagement rate is equivalent for both networks. Little to no action occurs on LinkedIn. Will look for ways to increase content publishing and engagement.

SOCIAL MEDIA AUDITWebsite Traffic Sources Assessment

Assessment Summary:

At present time, almost half of our websites overall traffic comes from Facebook. With our website traffic very low as a company, our social media serves as important source for website viewing and activity.

SOCIAL MEDIA AUDITAudience Demographics

Assessment Summary:

At present time, almost half of our websites overall traffic comes from Facebook. With our website traffic very low as a company, our social media serves as important source for website viewing and activity.

SOCIAL MEDIA AUDITCompetitor Assessment

Assessment Summary:

The above analysis is focused on three major competitors that have a strong and consistent social media presence across all platforms. Chipotle and McDonald’s show no weaknesses in their social media performance and execution. While Moe’s is strong with posting original content, we can learn off of their lack of visually appealing photos and diverse photography on Instagram. All three competitors show that a strong engagement with customers on social media is imperative for maintaining a successful brand image.

SOCIAL MEDIA OBJECTIVESIn 2017, the primary focus of our social media strategy will be to grow our “fan” base by furthering enjoyable engagement with customers via our social networks. In order to do so, our social media priorities will be focused on curating new content, graphics and user-generated content and participatory contests to build deeper relationships with our customers. Some specific objectives include: 1. Increase engagement rate across all platforms in three months by: a. Increased replies and fun interactions with customers on Twitter and Facebook b. Utilization of hashtag #TacoBoutIt to promote brand name 2. Increase Instagram followers by 2,000 in three months. 3. Increase volume of user-generated content and images to Facebook by 25% in three months.

KPIs: Key Messages: Rate of engagement across all platforms

Number of Instagram followers

Number of user-generated content/images posted on Facebook

Sentiment analysis

A fun/welcoming place to eat when you’re hungry

A risk-taking company excited to share its new promotions and products to customers and followers

ONLINE BRAND PERSONA AND VOICEAdjectives that describe our brand:

When interacting with customers we are:

Engaging

Bold

Direct

Experimental

Light-hearted

Humorous

Timely

STRATEGIES AND TOOLSPaid: Every Monday, boost most popular Facebook post for the week, which must reach a minimum of 20,000 likes and 750 comments.

Pay-by-click on Twitter every time someone clicks on our weekly advertisements

Owned: Introduce the hashtag #TacoBoutIt to Instagram posts and encourage customers to utilize in engagement with the company.

Select 2-3 pieces of user-generated content per week to host a contest for best photo; winner with most likes receives free meal

Earned: Monitor Twitter for keywords and terms: taco, mexican, mexican food, crunchy, fiesta, burrito

Tools Approved Rejected Existing Subscriptions/Lisences: Buffer Hootsuite

N/A Photoshop Vimeo

TIMING AND KEY DATESHoliday Dates: Cinco De Mayo

National Taco Day

“Friendsgiving” (Thanksgiving)

World Food Day

Memorial Day

Fourth of July

Internal Events: First weekend of every month: Taco Bell Foundation for Teens donation weekend

Nov. 20-21 Thanksgiving Food Drive Donation

Lead Times: Establish plans to develop content and strategy for time-sensitive events at least one week priority to event.

Reporting Dates: Reporting will occur on the last Sunday of each month. Precise dates TBA.

SOCIAL MEDIA ROLES AND RESPONSIBILITIESSocial Media Director: Edward Michaels Oversees overall content and control of editorial calendar for all platforms

Holds weekly brainstorming meetings with Tiffany and Jessica to go over editorial calendar

Decides which content is posted via the editorial calendar

Social Media Manager: Tiffany Speer Oversees content curators and coordinators to make sure posts are being posted in a timely manner during peak engagement hours

Checks weekly analysis of engagement, likes per post, and visitors

Social Media Coordinator: Jessica Smith Responsible for curating content assigned by Social Media Director

Corresponds with Social Media Manager with questions and concerns

SOCIAL MEDIA POLICYHere at Taco Bell, we use social media to promote our company’s energetic and bold brand, interact with customers, share our food and deals, and more. As an employee of this prestigious company, you are expected to act and react professional on all social media platforms by following some simple guidelines:*

Be courteous to all comments

Show respect for customers/competitors

Being rude is strictly prohibited

Treat others the way you want to be treated

Lend a hand – be helpful with questions

You are encouraged to like/share/post about our new food, deals, campaigns! We hope you cherish our brand and company as much as we cherish our valued employees

Come to management with any concerns – there are no bad questions, and we are here for you.

*Failure to follow any of these rules may be cause for termination or other corrective action. As a trusted employee of Taco Bell, you are required to obey all policies and rules set in place by management.

CRITICAL RESPONSE PLANScenario 1: A customer has a bad experience at a restaurant and shares on social media.

Scenario 2: Complaints that a certain contest is rigged/pre-planned for best engagement.

Action Steps: Action Steps: 1. Tiffany to reply to complaint with accommodating response 2. Ask customer to direct message on social media to discuss situation further 3. (If needed) Offer coupon or reimbursement for meal as result of poor quality food or customer service

Pre-approved message: all platforms (subject to change)

”Oh no! We are so sorry to hear about your unsatisfied experience. Feel free to reach out to us directly to talk about ways we can improve on such situations.”

1. Edward to @reply regarding the complaint via the social media network it was posted on 2. Politely express that Taco Bell adheres fairly to all contest rules and regulations 3. Provide detailed reasoning for why contest ended certain way (who won, results of win, etc.) 4. Encourage customers to actively participate in all future contests to increase engagement on platforms and posts

No pre-approved message available for scenario

MEASUREMENT AND REPORTING RESULTSQuantitative KPIs

Assessment Summary:

With a new strategy driving our social media presence, we were able to increase overall follower count across all platforms. Our engagement with customers doubled on Twitter with the implementation of new shared graphics and personalized replies. While not much improved with LinkenIn content, we were still able to increase our number of followers and our unique visits to our website.

MEASUREMENT AND REPORTING RESULTSQualitative KPIs Sentiment Analysis

Analysis of published content across all platforms shows positive response to: -new and engaging replies to customers -creation of user-generated content -implementation of social media contests for prizes

The biggest source of complaints were related to cleanliness of restaurants after visiting. We will work with regional management to ensure the cleanliness of our restaurants is representative of our dedication to our customers.

Proposed Action Items

Continue promoting #TacoBoutIt to increase awareness of brand image and engagement

Continue utilizing user-generated content to show appreciation for followers and customers

Brainstorm new strategy for increasing engagement on LinkedIn, specifically