Taco BellSocial Media Strategy

Table of Contents1. Executive Summary 2. Social Media Audit

a. Social Media Assessmentb. Traffic Sources Assessmentc. 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 Responsibilities 8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results

Executive Summary ● Taco Bell will focus on expanding our following base, as well as

increasing active engagement with those currently following our accounts

● Our primary focus will be to maintain relevant content that will get our followers more engaged in what is going on at Taco Bell, which allows us to build a deeper relationship with our current customers as well as gain new ones

Two main strategies will be:1. Encourage engagement with customers through replying to

their comments and reactions on posts2. Increasing the content volume that is posted to accounts where

we do not publish as frequently

Social Media Audit● The following pages are audit of Taco Bell’s social

media accounts. The audit accesses social media, as well as traffic brought to the website, demographics and of the audience, and an analysis of its competitors.

Social Media AssessmentData as of February 18, 2017

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 post 10%

Instagram instagram.com/tacobell

1 million 1 2%

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

36,946 1 post per month

0.1%

Website Traffic Sources Assessment As of February 19,2017

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 4500 unique visits

25% 4.6%

Facebook 1000 unique visits

5% 2.3%

Instagram 3000 unique visits

15% 1.8%

Linkedin 300 unique visits 0.5% 0.24%● Twitter is bringing in the highest percentage of overall traffic. Other social media sites are bringing in a good following as well, such as Instagram and Facebook.

Customer Demographics AssessmentAs of February 14.,2017

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

60%18-34

55%female

55%female

40%Instagram

Getting a cheap and flavor packed meal

Convenience

30%34-45

45% male

45% Male

20% Facebook

10%45-65+

50% Facebook

20% Twitter

20%Instagram

● Most of the survey

respondents are in the age groups

of 18-34 age group. These

groups are mostly connecting with

Taco Bell through Instagram and

Twitter.

● The primary Audience are

women

Competitor AssessmentCompetitor Social Media

ProfileStrengths Weaknesses

Mcdonalds Twitter Endorsements and relevant posts on holidays and events

Does Not respond to Twitter followers well

Chipotle Twitter Similar Twitter platform as Taco BellResponds to followers well

Recent food scare

Chik-fil-a Instagram Strong Visuals and a strong following. Very Interactive with followers

Engage with customers more

Social Media ObjectivesTaco Bell would like to focus on creating an engaging environment social media platforms where our content volume is lower.

● Began using new platforms such as Pinterest○ Begin pinning at least 2 times a day

● Post at least once a day on Linkedin● Increase volume content on Facebook ● Increase content on Snapchat

KPIs● Number of followers on pinterest● Number of Unique visitors on linkedin and Facebook● Number of Engaged snaps

Key Messages● Knowledge about the ingredients and the health qualities● Care for quality

Online Brand Persona and VoiceObjectives to describe Taco Bell

● Healthy● Quick● Authentic● Delicious

During Customer Interactions we are:● Knowledgeable● Helpful● friendly

Strategies and ToolsApproved Tools:● Hootsuite● Facebook Analytics● Twitter Analytics

Existing Subscriptions:● Photoshop● Vimeo

Timing and Key Dates● Presidents day● St. Patrick's Day● Spring Break● Summer Break ● Labor Day● Cinco De Mayo

Social Media Roles and Responsibilities

● Marketing Director○ Kat Garcia

● Social Media Manager○ Erika Johnson

● Social Media Coordinator○ Jozlynn Rush

Social Media Privacy As a representative of Taco Bell you are expected to demonstrate best practices and a sense of etiquette in your use of social media by following these guidelines:

● Be ethical ● Be responsible and kind ● Do not start arguments ● Be helpful to customers● Do not insult competition● Ask before you tweet ● Use common sense

Critical Response Plan● In the event that someone posts something

negative about Taco Bell, It is crucial that the post be addressed immediately and follows the policy guidelines. Ask the customers what we could do better in order to make them have a greater experience with Taco Bell. In some cases, it may be better to ignore the post. If that is the case ask for another team member advice for these special circumstances.

Measurement and Reporting Results ● The results will be reported quarterly the results

of our social media strategy and how our following counts and engagement are increasing.