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Social Media Assessment
Most user interact with Taco bell through Snapchat as their social media platform.
Snapchat has the weakest engagement in its twitter social media platform.
Social Media
Assessment
Date:
January 2017
Social Network URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook https://www.facebook.co
m/tacobell/
10,448,685 Twice a week 35,280
Twitter https://twitter.com/taco
bell
1,800,000 Twice a day 4,014
Instagram https://www.instagram.c
om/tacobell/?hl=en
1,000,000 Once a week 27,868
Snapchat Username: Tacobell 134,000 Filter once a
month
137,000

Website Traffic Sources Assessment
Facebook drives the most traffic to taco bells website. While Instagram is lacking the
most, mainly because Instagram does not allow companies to drive customers to a website
unless there is a link in the bio page.
Website Traffic Sources Assessment Date: January 2017
Source Volume % of Overall Traffic Conversion Rate
Facebook 2,000 52.38 12.60%
Youtube 5,000 20.09 3.70%
Reddit 700 14.66 1.03%
Twitter 127 10.75 0.60%
Instagram 29 0.86 0.01%

Audience Demographics Assessment
Consumers are primarily young adult males who use Instagram and snapchat as their main
social media platform. Customer are interested mainly in cheap and fast food.
Audience Demographics
Assessment
Date:
February
2017
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social Network
Primary Need Secondary
Need
<24 47% Female Instagram Snapchat Cheap and Fast Tasty
25 - 34 53% Male Facebook Instagram
35 - 44 Facebook Instagram
45 - 54 Linkdin Facebook
55 - 64 Linkdin Facebook

Competitor Assessment
http://www.mbaskool.com/brandguide/food-and-beverages/635-taco-bell.html
Its main competitors are in a completely different category of food service making it hard
to compare. Most of the advantages of taco bells competitors are brand loyalty while food
quality and healthiness are their weaknesses.
Competitor
Assessment:
Date: Februray 2017
Competitor
Name
Social
Media
Profile
Strengths Weaknesses
KFC High number of products are
offered by KFC like burgers,
chicken wings etc
High fat and high calorie food not
good for health conscious people
Pizza Hut Pizza Hut is a huge popular brand
name and high brand loyalty
Many options for customers means
high brand switching and limited
market share for Pizza Hut
Dominos Efficient and effective supply chain
management enables it maintain
its goodwill and promises
Intense competition
means Dominos' has limited growth
in market share

 Overall Business Goals:
Increase customer interactions on Taco Bells social media platforms,
primarily snapchat.
 Social Media Objective to Support Business Goals:
 Snapchat is the upcoming social media platform that is being
accessed by millennials and thus there is an interest in capturing
that market.
 KPIs
 Quantitative: Increase the amount of followers to Taco Bells
snapchat account by 15% over the next 6 months.
 Qualitative: Increase the amount of video posts onto snapchat
and increase snapchat filters to increase customer interactions.
Key Supporting Messages
#TACOTASTIC

Brands Voice
 Brand Positioning: Taco Bell offers healthy fast food with
its available healthy, nutritious menu.
 Adjectives That Describe Our Brand:
 Fun, Quirky, Bold and Playful

 Strategies to Will Support Our Social Media Objectives
 Paid:
 Taco Bell pushes promoted tweets every Tuesday and Wednesday
 Taco Bell pushed post boosts on Facebook during the weekend to
increase customer interactions
 Owned:
 Taco Bell owns their Facebook, Twitter, Snapchat and Instagram
accounts
 Earned:
 Posting special coupon codes and promotions onto social media
platforms
 Existing Subscriptions/License's: Adobe Creative Suite

Dates and Events
 Key Dates
 Cinco De Mayo: May 5th
 National Taco Day: October 4th
 National Burrito Day: First Thursday of April
 Internal Events
 Managers Conference: June 6th
 Investors Conference: December 1st
 Reporting Dates
 Quarterly Reports will be done 4 times a year.

Social Media Responsibilities
 Social Media Director: Shivram Vaideeswaran
 Responsibilities: Set out agenda for promotions for regional
stores
 Social Media Manager: James Richard
 Responsibilities: Publish posts onto social media platform
 Social Media Coordinator: Mark Stetson
 Responsibilities: Plan and distribute task delivered by the
social media director.

Social Media Policy and
Critical Response Plan
 All posts onto social media platforms need to be run by
the social media manager at the regional level. Posts
must be creative and drive customer interest!
 Tweets that receive negative publicity will automatically be
deleted and a public apology will be stated.
 We will immediately investigate the situation and assess the
situation. We will continue to investigate and our
franchisee will cooperate fully to resolve the problem.
 All company related negative feedback will be dealt with
accordingly.
 Customers who feel that they have been mistreated will
be contacted in order to find an appropriate outcome to
make both parties happy.

Measurements and Reporting
Results
Results Assessment: Overall successful in garnering more attention for the company and
driving consumer interest.
Qualitative KPIs Large increase in responsive from customers utilizing snapchat filters
designed by Taco Bell increasing customer drive to our website.
Sentiment Analysis: Customers view Taco Bell as a friendly and fun company from the use of
our snapchat filters
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook https://www.facebook.com/tacobell/ 12,448,685 Twice a week 45,280
Twitter https://twitter.com/tacobell 3,800,000 Twice a day 6,014
Instagra
m
https://www.instagram.com/tacobell/?hl=e
n
1,030,000 3 times per
week
87,868
Snapchat Username:Tacobell 834,000 Filter 4 times
per month
344,000,000
Source Volume % of Overall Traffic Conversion Rate
Facebook 3,000 52.38 19.60%
Youtube 9,000 20.09 4.70%
Reddit 1,300 14.66 10.03%
Twitter 13,127 10.75 9.60%
Instagram 829 0.86 7.4%

Summary
 Overall and increased frequency in social media posts
have helped to increase customer awareness of the
brand.
 Snapchats more frequent use has helped to increase
Millennial customers, which is considered to be
snapchats key target market.

Sources
 http://www.mbaskool.com/brandguide/food-and-
beverages/635-taco-bell.html
 http://www.hrcapitalist.com/2013/06/social-media-
policy-through-the-lens-of-a-taco-bell-kid-licking-taco-
shells.html
 https://www.facebook.com/tacobell/
 https://twitter.com/tacobell
 https://www.instagram.com/tacobell/?hl=en
 http://infoscout.co/brand/taco_bell/
 https://www.socialbakers.com/statistics/facebook/page
s/detail/18595834696-taco-bell