Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (15)
Ähnlich wie PUR3622: Project 1- Social Media Strategy
Ähnlich wie PUR3622: Project 1- Social Media Strategy (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
PUR3622: Project 1- Social Media Strategy
- 1. TACO BELL UFSMM Project 1: Social Media Strategy FeliciaVega 02/18/2017
- 2. TABLE OF CONTENTS 1. Executive Summary 2. Social Media Audit • Social Media Assessment • WebsiteTraffic Sources Assessment • Customer Demographic Assessment • Competitor Assessment 3. Social Media Objectives 4. Online Brand Persona andVoice 5. Strategies andTools 6. Timing and Key Dates 7. Social Media Roles and Responsibilities 8. Social Media Policy 9. Critical Response Plan 10. Measurement and Reporting Results
- 3. EXECUTIVE SUMMARY Our major social media priorities for 2017 will be growing our online community and increasing our online engagement with customers. The primary objective will be to increase sales and revenue at our restaurants by sharing more engaging content and by developing deeper relationships with our customers. Two major social media strategies to support this objective: 1. A plan to increase the variety of interactive content that we post on social media 2. Encourage conversations about our new products
- 4. SOCIAL MEDIA AUDIT: URL Follower Count Average Weekly Activity Average Engagement Rate (# interactions / reach) Twitter https://twitter.com/ta cobell 1.8 million 10 posts 18% Instagram https://www.instagra m.com/tacobell/ 1 million 1 post 30% Facebook https://www.faceboo k.com/tacobell 10,448,683 4 posts 8% LinkedIn https://www.linkedin. com/company- beta/3407/?pathWildc ard=3407 37,244 >1 post 0.1% YouTube https://www.youtube. com/user/tacobell 59,137 2 videos 2% Social Media Assessment
- 5. SOCIAL MEDIA AUDIT: Volume Percentage of OverallTraffic Conversion Rate Twitter 1,800 unique visits 2.4% 8% Instagram 900 unique visits 1.2% 3% Facebook 10,000 unique visits 13.6% 10% LinkedIn 200 unique visits 0.2% 1% YouTube 500 unique visits 0.6% 7% WebsiteTraffic Sources Assessment
- 6. SOCIAL MEDIA AUDIT: Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 70% 18-30 60% male 50% Facebook 30% Instagram A variety of cheap food Open late 15% 31-40 40% female 25% Instagram 25% Facebook 10% 41-55 15% Snapchat 30% Snapchat 5% 56-80 10%Twitter 15%Twitter Audience Demographics Assessment
- 7. SOCIAL MEDIA AUDIT: Social Media Profiles Strengths Weaknesses McDonald’s YouTube: 296,513 Twitter: 3.37 million Facebook: 69,091,369 Instagram: 2.1 million LinkedIn: 367,039 • Strong Following • Responsive • Endorsements • Relevant posts on holidays and major events • Could share others content more Wendy’s YouTube: 68,803 Twitter: 1.47 million Facebook: 8,224, 315 Instagram: 442,000 LinkedIn: 31,004 • Humorous • Responsive • Shares others content • Large engagement on Twitter • Could have more endorsements • Could showcase customers more Chipotle YouTube: 79,617 Twitter: 836,000 Facebook: 3,119, 587 Instagram: 431,000 LinkedIn: 53,167 • Showcases Freshness • Promotions • Interaction with customers • Variety of diverse posts Competitor Assessment
- 8. SOCIAL MEDIA OBJECTIVES Our major social media priorities for 2017 will be growing our online community and increasing our online engagement with customers. The primary objective will be to increase sales and revenue at our restaurants by sharing more engaging content and by developing deeper relationships with our customers. Specific Objectives: 1. Increase our online community by 30% in 8 months • Increase our brands' presence by having moreTwitter mentions • Increase our brands’ presence by getting tagged in more Instagram photos • Increase our brands; presence by getting more customers to check-in on Facebook 2. Increase published content by 20% onTwitter, Facebook and Instagram in 5 months
- 9. SOCIAL MEDIA OBJECTIVES Key Performance Indictors (KPI) • Number ofTwitter mentions • Number of tagged Instagram photos • Number of check-ins on Facebook • Number of weekly Facebook, Instagram andTwitter posts • Sentiment analysis Key Messages • Fast and affordable food • Variety of options to choose from • Switch up from the status quo with our revolutionary new menu items
- 10. ONLINE BRAND PERSONA ANDVOICE Adjectives that Describe our Brand • Fast • Bold • Fierce • Unique • Affordable • Variety • Adventurous • Fearless When Interacting with our Customers, we are: • Friendly • Quick • Clever • Reliable
- 11. STRATEGIES ANDTOOLS Paid • Every Monday, we will pay to sponsor a popular organic Facebook post. It must have at least 500 likes and 200 comments. • EveryThursday, we will pay to promote a popular organic tweet onTwitter. It must have at least 300 likes, 50 replies and 20 retweets. Owned • Introduce use of #tacobold for Instagram posts. Encourage adoption by customers by sharing their content on our social media sites. • Start a #tacoboutitchat on Wednesday’s at 1 p.m. EST on Twitter to discuss promotions, products and recommendations. Earned • MonitorTwitter for keywords and terms: tacos, burritos, starving, broke, taco bell and sick. • Review mentions onTwitter and retweet positive experiences and reviews
- 12. STRATEGIES ANDTOOLS Tools • Hootsuite • Twitter analytics • Facebook analytics • Iconosquare • Google analytics
- 13. TIMING AND KEY DATES Holiday Dates: • Valentine’s Day- February 14th, 2017 • National Burrito Day- April 7th, 2017 • Cinco de Mayo- May 5th, 2017 • NationalTaco Day- October 4th, 2017 Internal Events: • TacoTuesday Reporting Events: • Reporting will occur once a quarter on February 20th, May 22nd, August 21st and November 20th.
- 14. SOCIAL MEDIA ROLES AND RESPONSIBILITIES • Chief Marketing Officer: MarisaThalberg • Social Media Community Manager: Erika Johnson • PR + Brand Engagement: Matt Prince • Director of Brand Marketing: Taylor Montgomery • Senior Social Media Coordinator: Chris Crawford • Social Media Marketing: Dean DeShay • Paid Social Media Manager: David Garcia • Social Media Engagement: Katie Reynolds
- 15. SOCIAL MEDIA POLICY Social Media plays a big part in our every day lives. As an employee and representative ofTaco Bell, you are expected to demonstrate excellent online etiquette by following these guidelines: • Be respectful to all • Use common sense • Be polite • Act helpful • Do not start arguments • Do not insult competition *Taco Bell takes appropriateness of social media usage very seriously.Violations of this policy may result in corrective action, including termination.You may also be subject to legal action or criminal prosecution. If you have any questions regarding this policy, please contact the human resources department.
- 16. CRITICAL RESPONSE PLAN Scenario 1: InappropriateTweet sent from @tacobell Action Plan • When the tweet is detected, take a screenshot and delete immediately. • Send out pre-approved message. • Contact our Senior Social Media Coordinator, Chris Crawford. If unavailable, contact our Social Media Community Manager, Erika Johnson. • Either Chris Crawford or Erika Johnson will meet up with our Director of Brand Marketing,Taylor Montgomery. • They will evaluate the situation and further action. • Taylor Montgomery will draft up a follow-up tweet and press release. • Chris Crawford will meet with individual(s) involved in incident. Pre-Approved Message: “We have removed an inappropriate message and are investigating the incident.We sincerely apologize for any offense it may have caused.We will provide more information as it becomes available. Whoever is responsible will face repercussions.”
- 17. CRITICAL RESPONSE PLAN Scenario 2: Food Contamination Action Plan • Food distribution and processing center contactsThe Director of Brand Marketing,Taylor Montgomery. If an individual restaurant finds, contact the food distribution and processing center. • Taylor Montgomery meets with the Social Media Community Manager, Erika Johnson; PR + Brand Engagement, Matt Prince; and Social Media Engagement, Katie Reynolds to evaluate the situation and further action. • They will contact the Senior Social Media Coordinator, Chris Crawford with their evaluation. He will draft up a press release along with social media updates. • Taylor Montgomery will continue to monitor the situation. Pre-Approved Message: None. Our Senior Social Media Coordinator will draft up a message depending on the situation.
- 18. MEASURING AND REPORTING RESULTS: Volume Percentage of OverallTraffic Conversion Rate Twitter 3,000 unique visits, 66.6% growth 13% 14% Instagram 1,600 unique visits, 77.7% growth 7% 12% Facebook 13,000 unique visits, 30% growth 45% 17% LinkedIn 500 unique visits, 150% growth 1% 1.5% YouTube 900 unique visits,80% growth 3% 8% Quantitative KPIs: WebsiteTraffic Sources Assessment
- 19. MEASURING AND REPORTING RESULTS: URL Follower Count Average Weekly Activity Average Engagement Rate (# interactions / reach) Twitter https://twitter.com/tac obell 2 million , 11.1% growth 12 posts, +20% increase 24%, +33% increase Instagram https://www.instagra m.com/tacobell/ 1.3 million, 30% growth 3 posts, +200% increase 35%, +0.5% increase Facebook https://www.facebook .com/tacobell 10,478,683, 0.2% growth 6 posts, +50% increase 18%, +55.5% increase LinkedIn https://www.linkedin.c om/company- beta/3407/?pathWildc ard=3407 38,244, 2.6% growth 2 posts, +300% increase 0.5%, +400% increase YouTube https://www.youtube. com/user/tacobell 60,137 , 1.6% growth 3 videos, +50% increase 4%, +100% increase Quantitative KPIs: Social Network Data
- 20. MEASURING AND REPORTING RESULTS: Mentioned #tacobold: • 1,500 times onTwitter • 2,679 times on Instagram • 962 times on Facebook Quantitative KPIs: Hashtag Performance Mentioned #tacoboutitchat: • 5,000 times onTwitter
- 21. MEASURING AND REPORTING RESULTS: • Continue #tacoboutitchatTwitter chats everyWednesday at 1 p.m. EST • Continue #tacobold campign • Consider a free taco giveaway onTacoTuesdays • Hire a Social Media Coordinator designated to Snapchat • Make a presence and gather a following on Snapchat Proposed Action Items