TACO BELL S O C I A L M E D I A S T R A T E G Y
B Y A M A L I E B A T C H E L D E R , F E B . 1 9 2 0 1 7
TA B L E O F C O N T E N T SE X E C U T I V E S U M M A RY
S O C I A L M E D I A A U D I T
S O C I A L M E D I A O B J E C T I V E S
O N L I N E B R A N D P E R S O N A A N D VO I C E
S T R AT E G I E S A N D TO O L S
T I M I N G A N D K E Y D AT E S
S O C I A L M E D I A R O L E S A N D
R E S P O N S I B I L I T I E S
S O C I A L M E D I A P O L I C Y
C R I T I C A L R E S P O N S E P L A N
M E A S U R E M E N T A N D R E P O RT I N G
R E S U LT S
EXECUTIVE SUMMARY
• The primary goals for Taco Bell’s social media strategy in 2017 will be to drive sales and brand
recognition by increasing engagement across social media platforms.
The strategies used will include:
1. Encouraging more interaction and communication on social media, particularly Instagram
2. Plans to push more content focused around current promotions and food trends
S O C I A L M E D I A A U D I T
T W I T T E R : 1 . 8 M F O L L OW E R S . 3 3 5 T W E E T S
P E R D AY. 2 9 % A U D I E N C E E N G A G E M E N T.
FA C E B O O K : 1 0 . 4 M L I K E S . 3 P O S T S P E R
W E E K . G R OW T H . 1 % P E R W E E K .
I N S TA G R A M : 1 M F O L L OW E R S . 1 P O S T P E R
W E E K . AVG . N E W F O L L OW E R S P E R W E E K -
5 5 0
A S S E S S M E N T :
AT T H E P R E S E N T T I M E , FA C E B O O K H A S T H E
H I G H E S T R AT E S O F E N G A G E M E N T A N D
G R OW T H , A N D I N S TA G R A M T H E L OW E S T.
I N S TA G R A M S H O U L D B E T H E M A I N F O C A L
P O I N T F O R I M P R OV E M E N T.
WEBSITE
TRAFFIC
• Direct search- Currently, 65% of visits come directly from Google or
typing in tacobell.com
-2.1% of visits come from Facebook
-1.4% of visits come from YouTube
-2.3% come from other search engines
-2% come from article links on news and editorial sites
-1% or less come from Instagram or Twitter
AUDIENCE DEMOGRAPHIC
Gender
distributi
on
Age
distributi
on
Primary
social
network
Secondar
y social
network
Primary
need
55%
Female
35% >24 29%
13%
Purchase
after going
to
club/party
45% Male 33% 25-34 24%
Snapchat
11%
Youtube
Cheap fast
food
option
23%
Vegan/Veg
etarian fast
food
option
COMPETITORS
Competitor name Social Media Handle Strengths Weaknesses
McDonalds @mcdonalds Strong existing brand.
Consistent flow of
communication with
audience over social
platforms.
Boring, monotonous use
of Instagram. No visuals
on Twitter.
Burger King @burgerking Use of GIF’s, memes and
trends. Utilizes social
media for customer
service.
Low engagement on
Instagram and Twitter.
Inconsistent content
flow.
Wendy’s @wendys Strong grasp of current
trends. Established brand
as comedic and
entertaining online.
Impersonal approach to
Facebook and Instagram,
focusing primarily on
promotional offers.
SOCIAL MEDIA OBJECTIVES
• The primary social media objectives will be to boost revenue by increasing the amount of
redirects to the Taco Bell website from social media platforms, especially from Instagram and
Twitter. Additionally, to gain more Instagram followers and engagement.
Specific goals:
1. Gain at least 25,000 Instagram followers in 6 months
2. Boost clicks on website from social media by 1.5%
3.Increase volume of visual content posted on social media accounts other than Facebook by
35%
O N L I N E B R A N D
P E R S O N A A N D
VO I C E• Adjectives:
-Edgy
-Youthful
-Fresh
-Adventurous
In social media:
Entertaining
Informative
Communicative
STRATEGIES AND TOOLS• Paid:
-Boost one Instagram follow campaign per
week. Obtain at least 45% organic reach,
and minimum 450 likes.
• Interactive:
Use visuals featuring popular influencers from
YouTube, Instagram and Twitter. Encourage follower
base to post pictures with their “Taco Bell Squad.”
Search the terms “hungry” and “craving” on Twitter,
and respond with varying links to menu items on
website.
Use real footage GIF’s of menu items in response to
follower interactions
Tools:
GIPHY
Facebook advertising
Hootsuite
T I M I N G A N D K E Y
DAT E S
Key Holidays (push posts):
Spring break
School winter break
Midterm season
Important Events:
Cinco De Mayo
Taco Bell Birthday, Mar. 21st
Timing:
Achieve 25,000 more followers by
Aug.20th
Introduce new hashtag initiatives by April 25
SOCIAL MEDIA ROLES AND POLICYPolicy:
Social media is used to positively represent the brand and
company, as well as ensure customers feel listened to, and
create awareness of ongoing campaigns and menu
offerings. Social media etiquette should be followed and all
content should be original.
Guidelines:
-Be positive and respectful
-Do not indulge ‘Trolls’ or instigators
-Respond to questions with patience and kindness
-Treat every follower/customer equally
-Proofread
-Only use original content
-Doublecheck edgy content with colleagues
-Use discretion in who the company account follows
-Do not reference competition
-Feel free to show enthusiasm or excitement for your
favorite products or releases
Roles:
Social Media Coordinator: Brainstorm
original campaigns and hashtags.
Oversee content.
Social Media Manager: Post content. Edit
pictures. Create GIF’s.
Marketing Director: Approve
campaigns/hashtags. Connect outside
marketing with social media marketing.
Interns: Direct customer service
inquiries.Take photos. Connect with
influencers.
CRITICAL RESPONSE PLAN• 1. Social media account is hacked
Plan: Take screenshots for recordsChange all passwords immediatelyDelete any posted contentCall immediate meeting to discuss damageIf media picks up story, draft press release ensuring the content was not written by an employee, and accounts have been secured. Post on social media that accounts have been secured, apologies for any offense causedDetermine whether further security measures should be taken on accountsPre-Approved Post: (attain permission from social media manager before publish) “We regret to inform that our social media accounts were breached today and content was posted without our knowledge. Our accounts have been secured, but we apologize for any inconvenience or offense caused.”
2. Food item recall
Plan:
Post recall image immediately from all platforms
Specify locations or branches of recall
Include link for customer service for questions or concerns
Include details on reasons for recall: “Could contain plastic,” “May not be vegan” etc.
Prioritize responses to QUESTIONS *not complaints* on these posts
• Measurement and Results:
Qualitative KPI’s: An analysis of 10 original posts each on social media
platforms concluded that:
-Followers respond positively to seeing familiar
entertainers interacting with the brand
-Followers respond negatively to generic or abstract
content, and prefer real-life photos or first-person text.
Social network data:
Twitter growth: +13%
Facebook growth: .3% per week
Instagram growth: 16%
Average posts:
Twitter:
360 posts per day– 7% increase
Facebook: 5 posts per week 60% increase
Instagram: 5 posts per week 500% increase
R E P O RT I N G
R E S U LT S• Proposals for future action
At least 3% of daily Twitter content should be original
and not replies
Instagram likes and comments should increase in 3:1
relation to each other
Facebook should remain at consistent rate of
improvement and priority placed on other accounts.
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