Taco BellSocial Media

Strategy

Breena CoccoFebruary 4, 2017

Table of Contents3 Executive Summary

4-9 Social Media Audit

10-11 Social Media Objectives

12 Online Brand Persona and Voice

13-17 Strategies and Tools

18 Timing and Key Dates

19 Social Media Roles and Responsibilities

20 Social Media Policy

21-22 Critical Response Plan

23-28 Measurement and Reporting Results

Executive Summary Our major social media priorities for 2017 will be to grow

our online following and to sharpen our brand personality. The primary objectives will be to support revenue goals

through driving more traffic to our restaurants by consistently engaging with social audiences that post about eating at Taco Bell and by posting humorous internal content.

Two major social strategies will support this objective: A plan to increase the amount of content we publish to our

social sites. Interact more with customers who try to engage with us

(use hashtags, tag Taco bell, etc.)

Social Media Audit

Social Media Assessment

(as of 2/7/17)

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter twitter.com/tacobell 1.8 million 8 posts 20%

Facebook facebook.com/tacobell/

10,453,259

2 posts 10%

Instagram

instagram.com/tacobell/

1 million 1 post 2%

LinkedIn linkedin.com/company-beta/3407/jobs

36,946 1 post per month

0.1%

Website Traffic Sources Assessment

(as of 2/7/17)

Source Volume % of Overall Traffic

ConversionRate

Twitter 2000 unique visits

6% 4%

Facebook 14,000 unique visits

42% 8%

Instagram 1000 unique visits

3% 1.6%

LinkedIn 200 unique visits

0.6% .1%

Audience Demographics Assessment

(as of 2/7/17)

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

65%18-30

45%Female

40%Facebook

45%Instagram

Having good times

Eating affordable

20%31-40

55%Male

35%Instagram

30%Facebook

with friends that are

food that is still

10%41-55

15%Snapchat

20%Snapchat

perfect to document for SM

delicious and varied.

5%56-80

10%Twitter

5%Twitter

Audience Demographics

Competitor Assessment(as of 2/7/17)

Competitor Name

Social Media Profile

Strengths Weaknesses

McDonald’s Twitter Endorsements and relevant posts on holidays and events (like the Super Bowl and Groundhog Day)

Not very responsive to Twitter followers.

Wendy’s Facebook Humor. Original content. Posts several times a week.

Could engage with customers more.

Chick-fil-a Instagram Strong visuals/professional photos. Interactive.

Could engage with customers more.

Social Media Objectives

Objectives:

1) Increase 1) “likes” on Facebook by 10% in 6 months2) “followers” on Instagram by 5% in 6 months3) “followers” on Twitter by 10% in 6 months

2) Increase content published on Facebook, Instagram and Twitter by 20% in 6 months

KPIs:1) Number of Facebook

likes2) Number of Instagram

followers3) Number of Twitter

followers4) Number of Facebook

posts5) Number of Instagram

posts6) Number of Twitter posts

Key Messages:1) Food that is a fierce

as you are2) Spice up your food.

Spice up Your Life.3) Make every meal a

party.

Online Brand Persona and Voice

Adjectives that describe our brand: Bold Zany Fierce Outgoing

When interacting with customers we are: Humorous Witty/Clever Warm/Inviting

Strategies and ToolsPaid Every Wednesday, we will pay to promote a popular

organic Tweet that had at least 50 Faves and 10 Retweets.

Every Friday, we will pay to turn a popular organic Facebook post into a sponsored post. The organic post must have had at least 100 likes and 40 comments.

Biweekly, we will purchase an Instagram ad with a strong visual and a call to action.

Earned Monitor Twitter for keywords: tacos, starving, craving,

Taco Bell and give out free Taco Bell meals to people who post about being in the mood for Taco Bell

Monitor Twitter for people posting positive tweets about Taco Bell and Retweet them

Owned Introduce the use of #TacoBelloftheBall in Facebook,

Twitter, and Instagram posts when something great/noteworthy occurs.

• Encourage employees to use this when posting positive content about Taco Bell or sharing pre-existing content

Tools: Hootsuite Facebook Analytics Twitter Analytics Iconosquare (third-party Instagram

analytics)

Timing and Key Dates

Holiday Dates:

Cinco de Mayo-May 5, 2017Internal Holiday/Events to post on:

National Taco Day- October 4, 2017National Burrito Day-April 7, 2017

Reporting Dates:

Reporting will occur after the 6 month period of March-August 2017.

Social Media Roles and Responsibilities

Director of Brand Marketing-Taylor MontgomerySenior Social Media Coordinator-Chris CrawfordSocial Media Community Manager-Erika JohnsonPaid Social Media Manager-David GarciaSocial Media and Customer Engagement-Katie Reynolds

Social Media PolicyAs an employee of Taco Bell, you are expected to demonstrate best practices when using social media by following these guidelines: Be ethical Be kind and respectful Do not start arguments/fight Be helpful Do not insult competitionRemember that you are representing Taco Bell. Violations of our policy could result in punishment or termination. Depending on the post, you could also be subject to legal action. If you have any questions on whether something is appropriate for social media, please speak to your Manager and/or HR.

Critical Response PlanScenario 1: Ground Beef Recall

Action plan:1) Food processing centers alert Taylor Montgomery, the Director

of Brand Marketing2) Taylor Montgomery meets up with the entire social media

marketing team to evaluate how to respond to potential negative social media posts

3) Taylor Montgomery will handle all direct contact with the press.4) Post link on Twitter and Facebook to full statement from Taco

Bell that explains the scenario and the recall.5) Social media team continues to monitor the situation and

answer consumer questions about which restaurants will be affected.

*No Pre-approved message. Must be individualized depending on the characteristics of the recall.

Scenario 2: Offensive/Inappropriate Tweet

Action plan:1) Take screenshot of Tweet2) Delete Tweet3) Report Tweet to Senior Social Media Coordinator, Chris Crawford4) Chris Crawford and Taylor Montgomery meet to discuss best course of

action5) Chris or other social media member team creates copy for

apology/explanation tweet or link to statement if more than 140 characters are needed.

6) Chris Crawford disciplines employee that was responsible (if applicable)7) Social media team continues to monitor the situation Pre-approved initial message:

We have removed the inappropriate tweet and sincerely apologize for any offense it might have caused. Steps are being taken to make sure this mistake is not repeated including sensitivity training.*The course of action after initial apology will be individualized in terms of the situation and how bad the tweet was.

Measurement and Reporting Results

From the 6 month period of March-August 2017

Quantitative KPIs

Source Volume % of Overall Traffic

Conversion Rate

Twitter 2400 unique visits+20% growth

8% 6%

Facebook 15,960 unique visits+14% growth

42% 9.5%

Instagram

1060 unique visits+6% growth

3.5% 1.9%

Website Traffic Sources Assessment:

Quantitative KPIsSocial Network Data:

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter twitter.com/tacobell 2 million+11% growth

10 posts+25% increase

22%+10% growth

Facebook facebook.com/tacobell/

12 million+14.7% growth

4 posts+100% increase

11%+10% growth

Instagram instagram.com/tacobell/

1.08 million+8% growth

2 posts+100% increase

4%+100% growth

LinkedIn linkedin.com/company-beta/3407/jobs

40,000+8% growth

3 posts per month+200% increase

0.3%+200% increase

#TacoBelloftheBall Performance

In the 6 month period of March-August 2017, #TacoBelloftheBall was mentioned: 1800 times of Twitter 1000 times on Instagram 600 times on Facebook

Qualitative KPIsSentiment Analysis:

An analysis of 50 Facebook posts, 20 Instagram posts, and 100 Tweets revealed the following: Positive sentiment from customers that mention

that they are looking forward to their next visit or have just eaten at Taco Bell. Often included pictures of the customer eating the food. Many use GIFs to explain their love for Taco Bell.

Negative sentiment was found in relation to poor customer service by Taco Bell employees and restaurant cleanliness.

Proposed Action Items

Continue #TacoBelloftheBall campaign Attempt to get loyal Taco Bell fans to call

themselves #TacoBellions Hire a Social Media Coordinator

specifically for Instagram to create dominating presence over other fast food chains