Ryan LarsonFebruary 19th, 2017

Table of Contents

- Executive Summary- Social Media Audit- Social Media Objectives- Online Brand Persona and Voice- Strategies and Tools- Timing and Key Dates- Social Media Roles and Responsibilities- Social Media Policy- Critical Response Plan- Measurement and Reporting Results

Executive Summary

Taco Bell’s social media priorities for 2017 are

- Increase website traffic- Grow social media following- Increase engagement with potential customers

The tools intended for use

- Twitter - Instagram- Snapchat

Social Media AuditTaco Bell’s biggest following is twitter and it also has the most interactions on twitter.

Social Media Assessment Date: 2/19/17

Social Network URL Follower Count Average Weekly ActivityAverage Engagement Rate

twitterhttps://twitter.com/tacobell/ 1.8 Million Tweets daily 1K retweets 3K likes

Instagram @tacobell 1 Million 1 post 7-8,000 likes

Snapchat @tacobell N/A N/A N/A

Social Media Audit Audience Assessment

Taco Bell has a huge social media following from the younger demographic and they are looking primarily for interaction.

Audience Demographics Assessment Date: 2/19/17

Age DistributionGender Distribution Primary Social Network

18-30 65% 60% Male Twitter

31-40 20% 40% Female Twitter

41-55 10% Twitter

55+ 5% Website

Social Media Audit

Competitor assessment

The fast food market is flooded with competitors and there is no exception in the social media market of fast food.

Competitor Assessment: Date: 2/19/17

Competitor NameSocial Media Profile Strengths Weaknesses

Wendy's Twtr. @Wendys Creative Public perception

McDonald's Twtr. @Mcdonalds Reach Image

BurgerKing Twtr. @BurgerKing Originality Reach

Social Media Objectives

The focus of our strategy is to gain more social media followers on various platforms. This will allow us to create deeper relationship with customers and generate a bigger following.

- Increase brand identity on Twitter- Increase amount of posts on Instagram- Increase followers on all platforms by 5% in two months

Online Brand Persona and VoiceAdjectives that describe our brand

- Creative- Late night- Tasteful

When interacting with customers we are

- Playful- Hip- Sarcastic

Strategies and ToolsPaid Everyday tweeting to boost awareness of deals going on and new additions to the menu. Minimum 2K retweets. Posting instagram to promote our Taco Tuesday.

Owned Have an instagram contest for whoever dresses like a taco the best and it will be reposted on the Tacobell account. Most importantly promoting

interaction

Earned Tap into the #TacoTuesday with a snapchat filter for people to post to the Tacobell story. If they make it on the story they are given a free taco.

Timing and Key Dates

Holiday Dates

- New Years- Valentine's Day- Halloween

Timing

- Taco Tuesday- Late night snack

Social Media Roles and Responsibilities

Chief Executive Officer at Taco Bell - Brian Niccol

Social Media manager - Ryan Rimsnider

Social & Digital Experience Manager - Jozlynn Rush

Social Media Policy

Social media has become a major part of today's world and because of that all Taco Bell wants you to comply with the following rules before sharing

- Be respectful to all- Do not post anything illegal- Feel free to ask before you post if you have questions

about your content

Critical Response Plan

If inappropriate tweet is sent out follow these steps in order

- Screenshot , then delete- Contact social media manager - Social media manager will draft response tweet- Approved by head of PR

After these steps are followed, there will be an internal investigation to find out if it was a mistake or the person responsible should be terminated.

Measurement and Reporting ResultsSocial Network Follower Count Average Weekly Activity Average Engagement RateTwitter 1.8 million 70 tweets 4K retweets Instagram 1 million 5 posts 10k likesSnapchat 40 stories 100k views