1. Compare and Repair
Vs.

2. Agenda
Overview of Current SM
Identify Target Audiences
Similarities & Differences of SM Usage
Goals of SM Strategies
Usage Patterns
Organizational Schematics
Evaluation Tool
Repair Plan
So What?

3. SM Overview: McDonald’s
Platform Followers
Facebook 54,787,098
Twitter 2,647,123
Instagram 417,000
Vine 125,400
Snapchat 50,000+*
YouTube 77,526
*Pinterest, mobile app

4. SM Overview: Taco Bell
Platform Followers
Facebook 10,674,047
Twitter 1,453,461
Instagram 500,000
Vine 155,400
Snapchat 200,000+*
YouTube 23,667
*Pinterest, Tumblr, mobile app

5. Target Audience
MCDONALD'S
Family-oriented
Regional/National
Broad audience
 Tailored to fit different interests
“…a family-friendly, fun environment for everyone
to enjoy.”
TACO BELL
Younger generation
Lower income families
Those leaving at bar close
“You’re never too old to enjoy snack food.”

6. Goals of SM Strategies: McDonald’s
BUSINESS GOALS
Make money
Top-of-mind awareness
Quality of food
Community involvement
COMMUNICATION GOALS
Transparency campaign
Creativity
Tailor messages to all audiences
Show off the goods

7. Goals of SM Strategies: Taco Bell
BUSINESS GOALS
Make money
Promote mobile app
Audience focused
Quality of food
Explore new food options
Opportunity for growth
Community involvement
COMMUNICATION GOALS
Creativity
Innovative
Link messages across all SM platforms
Tailor messages to specific audiences

8. McDonald’s
Most active on Facebook & Twitter
Posts generally geared towards:
 Food
 Creativity
 Branding
Not utilizing Snapchat account
Efficient in customer replies
 Customer service account

13. Taco Bell
Most effective on Twitter & Snapchat
Posts generally geared towards:
 New mobile app
 Humorous/creative content
 Food/brand
Interaction focuses on positive feedback

16. Traditional Ads

18. Overall score: 23/30

19. Overall score: 27/30
5
3
4

20. Repair Plan
MCDONALD’S
Snapchat – Use it or lose it!
Post more frequently on Instagram
Retweet customers, rather than just
corporate sponsors
Continue to link customer concerns to
YouTube
 Ex. Transparency Campaign
TACO BELL
Improve timeliness of Snapchat posts
Promote mobile app more frequently
Add more creative content to YouTube
channel
Continue to be a pioneer on Snapchat

21. So What?
Both organizations have been successful to this point
 Always room for improvement
Quality of food has become a main focus for both
Community involvement remains large
Taco Bell is a SM pioneer on Snapchat
 Content designed to reach target audience