Taco Bell Social Media Strategy

1. social media strategy
Kanica Phok || February 19, 2017

2. TABLE OF
CONTENTS
1. Executive Summary, February 2017
2. Social Media Audit
a. Social Media Assessment, February 2017
b.Traffic Sources Assessment, October 2016- February 2017
c. Customer Demographics Assessment
d. 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, February 2017- December 2017

3. EXECUTIVE
SUMMARY
In 2017, our social media priorities are to increase our
online following and to engage with the community.
The main focus will be to improve brand recognition and
reposition the brand in the mind of the consumer base by
solidifying a voice for the brand and sharing relevant
content.
Two major social strategies will support this objective:
1. A plan to increase consumer interaction on social
media platforms.
2. Encourage conversations and steer brand image
toward a more sophisticated one.

4. SOCIAL MEDIA
AUDIT
The following is an audit ofTaco Bell’s social media presence to date. It includes an assessment of all social
networks, web traffic, audience demographics, and a competitor analysis.

5. SOCIAL MEDIA
ASSESSMENT
Social
network
URL Follower
Count
Avg. Weekly
Activity
Avg.
Engagement
Rate
Facebook facebook.com/
tacobell
10.5 million 3 posts per
week
.000029%
Twitter twitter.com/tac
obell
1.8 million 15 posts per
week
.000833%
Instagram instagram.com
/tacobell
1 million 2 posts per
week
.0002%
Assessment Summary:
Engagement rates on all social platforms are extremely low, activity is
disproportionate to follower count. An increase in activity on all fronts
should be considered moving forward.

6. WEBSITE
TRAFFIC
SOURCES
ASSESSMENT
Source Volume % of Overall
Traffic
Conversion Rate
Facebook 78255 unique
visits
52.38% NO DATA
Twitter 16060 unique
visits
10.75% NO DATA
Instagram 1300 unique visits 0.86% NO DATA
Traffic Summary:
While social media only drives 1.8% of traffic to theTaco Bell
website, Facebook seems to lead by quite a bit in bringing traffic
to the website.The conversion rates were not calculated as
number of customers was not displayed anywhere. From this, I
can tell that Instagram needs to approve on its traffic sourcing
for the website.

7. AUDIENCE
DEMOGRAPHICS
ASSESSMENT
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
<24 60% Female 55% Facebook
50%
Instagram
40%
Pantry
stocking
Immediate
hunger
25- 34 20% Male 45% Instagram
30%
Facebook
30%
35- 44 16% Twitter 15% Twitter 20%
45- 65+ 4% Other 5% Other 10%
Audience Demographics Summary:
A majority of the audience is in the <24 age group and about evenly
distributed between genders. Consumers buyTaco Bell products for
pantry stocking and to satisfy immediate hunger. Facebook and
Instagram are the top two social networks, efforts need to be made to
dedicate more energies on those networks.

8. COMPETITOR
ASSESSMENT
Competitor
Name
Social Media
Profile
Strengths Weaknesses
KFC Facebook.com/KFC High brand loyalty,
strong
advertisement,
trademark recipe
Widely known to be
unhealthy, bad
publicity with
inhumane product
sourcing
McDonald’s Instagram.com/mcdo
nalds
Hugely popular
brand, wide range of
products, present
worldwide in more
than 100 countries,
family oriented
Widely known to be
unhealthy, multiple
lawsuits involving
environmental,
animal, and workers
rights
Pizza Hut Twitter.com/pizzahut Wide range of
products, over 15000
franchises worldwide,
quick service
Low brand loyalty,
franchise makes
quality consistency
difficult
Competitor Assessment Summary:
The assessement focused on three major competitors with strong social
media presences on Facebook, Instagram, and Pizza Hut respectively.
Heavy use of visual content and strong campaigns with notable slogans
creates consumer traffic. More two- way communication should be
utilized.

9. SOCIAL MEDIA
OBJECTIVES
In 2017, our social media priorities are to increase our online following and to engage with the community. In order to
do so, our social media priorities will be to increase consumer interaction on social media platforms and encourage
conversation steering the brand image to a more sophisticated one.

10. OVERALL
BUSINESS
GOALS
1. Increase brand recognition and follower count via
social media.
2. Increased sales with non- majority consumer
demographics.

11. SOCIAL
MEDIA
OBJECTIVES
TO SUPPORT
BUSINESS
GOALS
1. Increase brand interaction across all social media
platforms via:
a. Increase use of brand hashtags
b. UtilizeTwitter mentions with consumers and
other brands.
2. Increase Instagram following by 100,000 in 6 months
3. Increase volume of visual content published across all
platforms.

12. KPIs & KEY
SUPPORTING
MESSAGES
Qualitative:
Brand sentiment amongst different demographic groups.
Quantitative:
1. Number of unique visitors from Facebook, Instagram, and
Twitter.
2. Number of Instagram followers.
3. Number of weekly posts of visual content across all
platforms.
Key Supporting Messages:
1. “Live Más”

13. ONLINE
BRAND
PERSONA
&VOICE
Adjectives that describe our brand:
1. Quick
2. Cheap
3. Flavorful
4. Variety
Examples of BrandVoice in Social Media interactions:

14. STRATEGIES
& TOOLS
Paid:
1. Invest in native advertisements on Facebook and Instagram.
2. Boost late night posts.
Owned:
1. Always end social posts with “#LiveMás”
2. Post visual content stressing business hours late at night.
Earned:
1. Launch promotional offers via text message. (see: Chipotle)
Tools:
Approved
1. Hootsuite
Rejected
1. N/A
Existing Subscriptions/ Licenses:
1. Adobe Suite
2. Vimeo
3. Youtube

15. TIMING &
KEY DATES
Key Dates: Valentine’s Day, Cinco de Mayo, Memorial Day,
Independence Day
Internal Dates: March 31- Launch text promotional offers
LeadTimes: 4 weeks to develop campaign, website page, and
other logistics behind text promo
Reporting Dates: N/A

16. SOCIAL MEDIA
ROLES &
RESPONSIBILITIES
Social Media Director: N/A
Responsibilities: provide outline for social post
schedule, handle majorly critical scenarios, act as liaison
with rest of marketing department
Social Media Manager: N/A
Responsibilities: create social post schedule, enact
critical response plan, oversee social media coordinator
Social MediaCoordinator: N/A
Responsibilities: actively post on social platforms,
interact with audience, keeping in mind brand voice

17. SOCIAL
MEDIA
POLICY
• Be respectful
• Do not participate in online conflict
• Be polite
• Be helpful to customers
• Use common sense
• Do not incite conflict with competition

18. CRITICAL
RESPONSE
PLAN

19. SCENARIO
#1:
hateful
tweet sent
to
@TacoBell
Action Steps: 1. ScreenshotTweet
2. Alert Social Media Manager
3. DeleteTweet
Pre-approved messaging: Depending on content of
Tweet no response may be needed. If needed, work with
Social Media Manager to craft one within the guidelines.

20. SCENARIO
#2:
food served
to customer
not up to
standard
Action Steps:
If in restaurant
1. Apologize to customer.
2. Remake customer’s order at no cost.
If customer files complaint online
1. Send message apologizing for inadequate
experience.
2. Send customer coupon for free standard sized meal.
Pre- approved messaging:
“Hi _____, we are sorry to hear about your less than
average experience with us! Give us another chance with
a free _____ meal. Promise it’ll be worth it! #LiveMás”

21. MEASUREMENT
& REPORTING

22. QUANTITATIVE
KPIs
Social Network Data:
WebsiteTraffic Data:
ResultsAssessment:
Extreme growth in weekly activity has increased both conversion and engagement
rates.
Source Volume % of OverallTraffic Conversion Rate
Facebook 5,000 unique visits
+20% growth
18% 5%
Instagram 50,000 unique
visits +25% growth
35% 12%
Twitter 800,000 unique
visits +20% growth
45% 20%
Social
Network
URL Follower
Count
Avg. Weekly
Activity
Engagement
Rate
Facebook Facebook.com
/tacobell
10.6 million 9 posts per week
+200% growth
8%
Instagram Instagram.com
/tacobell
2 million 30 posts per week
+100% growth
5%
Twitter Twitter.com/ta
cobell
1.5 million 10 posts per week
+400% growth
6%

23. QUALITATIVE
KPIs
Sentiment Analysis:
An analysis of the interactions on 100 Facebook posts, 100
Instagram posts and 100Tweets revealed the following:
1. an abundance of positive sentiment from customers
following their visit.This includes shout outs, sharing
photos of their experience