taco bell social media strategy
TRANSCRIPT
Taco BellSocial Media
Strategy
Breena CoccoFebruary 4, 2017
Table of Contents3 Executive Summary
4-9 Social Media Audit
10-11 Social Media Objectives
12 Online Brand Persona and Voice
13-17 Strategies and Tools
18 Timing and Key Dates
19 Social Media Roles and Responsibilities
20 Social Media Policy
21-22 Critical Response Plan
23-28 Measurement and Reporting Results
Executive Summary Our major social media priorities for 2017 will be to grow
our online following and to sharpen our brand personality. The primary objectives will be to support revenue goals
through driving more traffic to our restaurants by consistently engaging with social audiences that post about eating at Taco Bell and by posting humorous internal content.
Two major social strategies will support this objective: A plan to increase the amount of content we publish to our
social sites. Interact more with customers who try to engage with us
(use hashtags, tag Taco bell, etc.)
Social Media Audit
Social Media Assessment
(as of 2/7/17)
Social Network
URL Follower Count
Average Weekly Activity
Average Engagement Rate
Twitter twitter.com/tacobell 1.8 million 8 posts 20%
Facebook facebook.com/tacobell/
10,453,259
2 posts 10%
instagram.com/tacobell/
1 million 1 post 2%
LinkedIn linkedin.com/company-beta/3407/jobs
36,946 1 post per month
0.1%
Website Traffic Sources Assessment
(as of 2/7/17)
Source Volume % of Overall Traffic
ConversionRate
Twitter 2000 unique visits
6% 4%
Facebook 14,000 unique visits
42% 8%
Instagram 1000 unique visits
3% 1.6%
LinkedIn 200 unique visits
0.6% .1%
Audience Demographics Assessment
(as of 2/7/17)
Age Distribution
Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need
Secondary Need
65%18-30
45%Female
40%Facebook
45%Instagram
Having good times
Eating affordable
20%31-40
55%Male
35%Instagram
30%Facebook
with friends that are
food that is still
10%41-55
15%Snapchat
20%Snapchat
perfect to document for SM
delicious and varied.
5%56-80
10%Twitter
5%Twitter
Audience Demographics
Competitor Assessment(as of 2/7/17)
Competitor Name
Social Media Profile
Strengths Weaknesses
McDonald’s Twitter Endorsements and relevant posts on holidays and events (like the Super Bowl and Groundhog Day)
Not very responsive to Twitter followers.
Wendy’s Facebook Humor. Original content. Posts several times a week.
Could engage with customers more.
Chick-fil-a Instagram Strong visuals/professional photos. Interactive.
Could engage with customers more.
Social Media Objectives
Objectives:
1) Increase 1) “likes” on Facebook by 10% in 6 months2) “followers” on Instagram by 5% in 6 months3) “followers” on Twitter by 10% in 6 months
2) Increase content published on Facebook, Instagram and Twitter by 20% in 6 months
KPIs:1) Number of Facebook
likes2) Number of Instagram
followers3) Number of Twitter
followers4) Number of Facebook
posts5) Number of Instagram
posts6) Number of Twitter posts
Key Messages:1) Food that is a fierce
as you are2) Spice up your food.
Spice up Your Life.3) Make every meal a
party.
Online Brand Persona and Voice
Adjectives that describe our brand: Bold Zany Fierce Outgoing
When interacting with customers we are: Humorous Witty/Clever Warm/Inviting
Strategies and ToolsPaid Every Wednesday, we will pay to promote a popular
organic Tweet that had at least 50 Faves and 10 Retweets.
Every Friday, we will pay to turn a popular organic Facebook post into a sponsored post. The organic post must have had at least 100 likes and 40 comments.
Biweekly, we will purchase an Instagram ad with a strong visual and a call to action.
Earned Monitor Twitter for keywords: tacos, starving, craving,
Taco Bell and give out free Taco Bell meals to people who post about being in the mood for Taco Bell
Monitor Twitter for people posting positive tweets about Taco Bell and Retweet them
Owned Introduce the use of #TacoBelloftheBall in Facebook,
Twitter, and Instagram posts when something great/noteworthy occurs.
• Encourage employees to use this when posting positive content about Taco Bell or sharing pre-existing content
Tools: Hootsuite Facebook Analytics Twitter Analytics Iconosquare (third-party Instagram
analytics)
Timing and Key Dates
Holiday Dates:
Cinco de Mayo-May 5, 2017Internal Holiday/Events to post on:
National Taco Day- October 4, 2017National Burrito Day-April 7, 2017
Reporting Dates:
Reporting will occur after the 6 month period of March-August 2017.
Social Media Roles and Responsibilities
Director of Brand Marketing-Taylor MontgomerySenior Social Media Coordinator-Chris CrawfordSocial Media Community Manager-Erika JohnsonPaid Social Media Manager-David GarciaSocial Media and Customer Engagement-Katie Reynolds
Social Media PolicyAs an employee of Taco Bell, you are expected to demonstrate best practices when using social media by following these guidelines: Be ethical Be kind and respectful Do not start arguments/fight Be helpful Do not insult competitionRemember that you are representing Taco Bell. Violations of our policy could result in punishment or termination. Depending on the post, you could also be subject to legal action. If you have any questions on whether something is appropriate for social media, please speak to your Manager and/or HR.
Critical Response PlanScenario 1: Ground Beef Recall
Action plan:1) Food processing centers alert Taylor Montgomery, the Director
of Brand Marketing2) Taylor Montgomery meets up with the entire social media
marketing team to evaluate how to respond to potential negative social media posts
3) Taylor Montgomery will handle all direct contact with the press.4) Post link on Twitter and Facebook to full statement from Taco
Bell that explains the scenario and the recall.5) Social media team continues to monitor the situation and
answer consumer questions about which restaurants will be affected.
*No Pre-approved message. Must be individualized depending on the characteristics of the recall.
Scenario 2: Offensive/Inappropriate Tweet
Action plan:1) Take screenshot of Tweet2) Delete Tweet3) Report Tweet to Senior Social Media Coordinator, Chris Crawford4) Chris Crawford and Taylor Montgomery meet to discuss best course of
action5) Chris or other social media member team creates copy for
apology/explanation tweet or link to statement if more than 140 characters are needed.
6) Chris Crawford disciplines employee that was responsible (if applicable)7) Social media team continues to monitor the situation Pre-approved initial message:
We have removed the inappropriate tweet and sincerely apologize for any offense it might have caused. Steps are being taken to make sure this mistake is not repeated including sensitivity training.*The course of action after initial apology will be individualized in terms of the situation and how bad the tweet was.
Measurement and Reporting Results
From the 6 month period of March-August 2017
Quantitative KPIs
Source Volume % of Overall Traffic
Conversion Rate
Twitter 2400 unique visits+20% growth
8% 6%
Facebook 15,960 unique visits+14% growth
42% 9.5%
1060 unique visits+6% growth
3.5% 1.9%
Website Traffic Sources Assessment:
Quantitative KPIsSocial Network Data:
Social Network
URL Follower Count
Average Weekly Activity
Average Engagement Rate
Twitter twitter.com/tacobell 2 million+11% growth
10 posts+25% increase
22%+10% growth
Facebook facebook.com/tacobell/
12 million+14.7% growth
4 posts+100% increase
11%+10% growth
Instagram instagram.com/tacobell/
1.08 million+8% growth
2 posts+100% increase
4%+100% growth
LinkedIn linkedin.com/company-beta/3407/jobs
40,000+8% growth
3 posts per month+200% increase
0.3%+200% increase
#TacoBelloftheBall Performance
In the 6 month period of March-August 2017, #TacoBelloftheBall was mentioned: 1800 times of Twitter 1000 times on Instagram 600 times on Facebook
Qualitative KPIsSentiment Analysis:
An analysis of 50 Facebook posts, 20 Instagram posts, and 100 Tweets revealed the following: Positive sentiment from customers that mention
that they are looking forward to their next visit or have just eaten at Taco Bell. Often included pictures of the customer eating the food. Many use GIFs to explain their love for Taco Bell.
Negative sentiment was found in relation to poor customer service by Taco Bell employees and restaurant cleanliness.
Proposed Action Items
Continue #TacoBelloftheBall campaign Attempt to get loyal Taco Bell fans to call
themselves #TacoBellions Hire a Social Media Coordinator
specifically for Instagram to create dominating presence over other fast food chains