Social Media Strategy for Taco Bell, in order to implement ways to engage consumers and expand our online presence/brand personality.

1. Social Media Strategy
Taco Bell
By: Weston Hucknall
2/16/17

2. Table of Contents:
• Slide 3) Executive Summary
• Slide 4) Social Media Audit
• Slide 5) Social Media Assessment
• Slide 6) Website Traffic Sources Assessment
• Slide 7) Customer Demographic Assessment
• Slide 8) Competitor Assessment
• Slide 9) Social Media Objectives
• Slide 10) Online Brand Persona and Voice
• Slide 11) Strategies and Tools
• Slide 12) Timing and Key Dates
• Slide 13) Social Media Roles and Responsibilities
• Slide 14) Social Media Policy
• Slide 15) Critical Response Plan
• Slide 16) Measurement and Reporting Results

3. Executive Summary
• Our major social media priorities for 2017 will be to implement more
ways to engage consumers and expand our online presence/brand
personality
• The primary focus will be to support revenue goals through driving
more traffic to our restaurants by engaging with social audiences and
posting internal content.
• Two major social strategies:
• 1) Increase the amount of content we publish
• 2) Interact more with customers who engage with us and encourage
conversations

4. Social Media Audit

5. Social Media Assessment
Social
Network
URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook https://www.facebook.com/
tacobell/
10.5M likes 2 posts per week 10%
Instagram https://www.instagram.com
/tacobell/?hl=en
1m followers 1 post per week 3.31%
Twitter https://twitter.com/tacobell 1.8M followers 8 posts per week 20%
LinkedIn https://www.linkedin.com/c
ompany/taco-bell
37,216 followers 1 post per month 0.1%

6. Website Traffic Assessment
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 14,000 unique visits 42% 8%
Instagram 1,000 unique visits 3% 1.6%
Twitter 2,000 unique visits 6% 4%
LinkedIn 200 unique visits .6% .2%

7. Customer Demographic Assessment
Age Distribution Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary Need
65%
18-30
45%
Female
40%
Facebook
45%
Instagram
Having fun with
friends while
documenting
Eating food that
is both
affordable
20%
31-40
55% Male 35%
Instagram
30%
Facebook
the experience
via social media.
and delicious.
10%
41-55
15%
Snapchat
20%
Snapchat
5%
56-80
10%
Twitter
5%
Twitter

8. Competition Assessment
Competitor Name Social Media Profile Strengths Weaknesses
McDonald’s Twitter Funny, relevant posts on
holidays
Not extremely responsive
to followers
Wendy’s Instagram Professional and vibrant
visuals that appeal to
customers.
Not a lot of customer to
business engagement
Chick-fil-a Facebook Posts a lot of videos, very
personal and relatable
posts. Very interactive
with customers.
Some negative feedback
about food posted on
Facebook page by
customers for all to see.

9. Social Media Objectives
• Objectives:
• 1) Increase unique visitors
• Likes on Facebook by 15% in 6 months
• Followers on Instagram by 5% in 6 months
• Followers on Twitter by 10% in 6 months
• 2) Increase visual content published on Facebook, Instagram and
Twitter by 30% in 6 months

10. Online Brand Persona and Voice
• Adjectives that describe our brand:
• Bold
• Quirky
• Edgy
• Outgoing
• When interacting with customers we are:
• Witty
• Inviting
• Amusing/entertaining
• Polite

12. Strategies and Tools
• Paid:
• Every Friday, we will boost a popular organic Facebook post and turn it into a sponsored post. The
organic post must have had at least 75 likes as well as 5 comments.
• Every Wednesday, we will purchase an Instagram ad that will promote the brand and invite people
to come try our meals.
• Owned:
• Introduce the use of #TacoBoutIt on Facebook, Twitter and Instagram posts when something worth
mentioning happens or will happen; ex: when a sale is occurring or a new food product is being
released.
• Earned:
• Monitor Twitter for keywords and terms: tacos, craving, Taco Bell and give out free meals/coupons
to people who post about wanting Taco Bell
• Retweet positive customer tweets/reviews
• Tools:
• Hootsuite
• Twitter
• Facebook
• Iconosquare (third-party Instagram analytics)

13. Timing and Key Dates
• Holiday Dates:
• Halloween
• Thanksgiving
• Christmas
• Cinco De Mayo
• Internal Events:
• Taco Tuesday
• National Taco Day
• Reporting Dates:
• Reporting will occur after the 6 month period of January-June 2017. Precise
dates TBA

14. Social Media Roles and Responsibilities
• Director of Brand Marketing: Taylor Montgomery
• Global Marketing and Digital Director: Shivram Vaideeswaran
• Senior Social Media Coordinator: Chris Crawford
• Social Media Community Manager: Billy Grenham
• Paid Social Media Manager: David Garcia
• Social & Digital Experience Manager: Jozlynn Rush

15. Social Media Policy
• Employees are expected to follow these guidelines and practices at all
times:
• Be ethical!
• Be polite to customers
• Do not initiate arguments with customers or other employees
• Be helpful; your role is to assist the customer and answer any questions they
may have
• Do not talk negatively about the competition
• Not following policy or posting unethically/ negatively about the company
may result in punishment or termination. Any questions should be referred to
your Manager or HR department.

16. Critical Response Plan
• Scenario 1: Inappropriate tweet sent from employee
• Take screenshot of tweet
• Delete tweet
• Alert Senior Social Media Coordinator, Chris Crawford
• Discuss impact and reach, and evaluate further action
• Chris or Paid Social Media Manager, David Garcia comes creates appropriate
follow up tweet, whether it is a public apology or explanation
• Director of Brand Marketing, Taylor Montgomery syncs with employee
responsible to see if disciplinary action is required.

17. Measurement and Reporting Results

18. Quantitative KPIs
Website Traffic Source Assessment:
Source Volume Percent of Overall Traffic Converstion Rate
Facebook 3,000 unique visits
+17% growth
40% 10%
Instagram 1,200 unique visits
+7% growth
3.5% 1.8%
Twitter 2,600 unique visits
+22% growth
7.8% 5%

19. Quantitative KPIs
Social Network Data:
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook https://www.faceboo
k.com/tacobell/
11 million
+14% growth
2.2 million
+12% growth
12%
+10% growth
Twitter https://twitter.com/ta
cobell
2 million
+9% growth
3 million
+12% growth
30%
+10 % growth
Instagram
https://www.instagra
m.com/tacobell/?hl=e
n
1.08
+8% growth
1.5 million
+8% growth
4%
98% growth
LinkedIn https://www.linkedin.
com/company/taco-
bell
30,000
+7% growth
42,000
+9% growth
.3%
+160% growth

20. #TacoBoutIt Hashtag Performance
• In the 6 month period of January-June 2017, #TacoBoutIt was
mentioned 2,000 times on Facebook, 1,500 times on Instagram and
3,300 times on Twitter.
• Instagram posts with the hashtag yielded higher than average numbers
of comment interactions.

21. Qualitative KPIs and Proposed Action Items
• Sentiment Analysis: An analysis of the interactions on 100 Facebook
posts, 100 Instagram posts and 100 Tweets revealed the following:
• Positive sentiment from customers included shout outs, sharing photos and
stories, pictures of customers eating Taco Bell food and use of GIFS.
• Negative sentiment from customers was related to weak customer service and
lack of cleanliness in certain restaurants.
• Proposed Action Items:
• Continue the #TacoBoutIt campaign
• Hire a social media coordinator for Instagram and Facebook to beat out and
dominate competing fast food chains