Alyson Hanks Social Media

1. Taco Bell
Social Media Strategy

2. Table of Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5.Strategies and Tools
6.Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
● Taco Bell will focus on expanding our following base, as well as
increasing active engagement with those currently following our
accounts
● Our primary focus will be to maintain relevant content that will get
our followers more engaged in what is going on at Taco Bell, which
allows us to build a deeper relationship with our current customers
as well as gain new ones
Two main strategies will be:
1. Encourage engagement with customers through replying to
their comments and reactions on posts
2. Increasing the content volume that is posted to accounts where
we do not publish as frequently

4. Social Media Audit
● The following pages are audit of Taco Bell’s social
media accounts. The audit accesses social media,
as well as traffic brought to the website,
demographics and of the audience, and an
analysis of its competitors.

5. Social Media Assessment
Data as of February 18, 2017
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 post 10%
Instagram instagram.com/tacobell 1 million 1 2%
Linkedin linkedin.com/company-
beta/3407/jobs
36,946 1 post per
month
0.1%

6. Website Traffic Sources Assessment
As of February 19,2017
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 4500 unique visits 25% 4.6%
Facebook 1000 unique visits 5% 2.3%
Instagram 3000 unique visits 15% 1.8%
Linkedin 300 unique visits 0.5% 0.24%
● Twitter is bringing in the highest percentage of overall traffic. Other social media sites are bringing in a
good following as well, such as Instagram and Facebook.

7. Customer Demographics Assessment
As of February 14.,2017
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
60%
18-34
55%
female
55%
female
40%
Instagram
Getting a
cheap and
flavor
packed
meal
Convenience
30%
34-45
45%
male
45%
Male
20%
Facebook
10%
45-65+
50%
Facebook
20%
Twitter
20%
Instagram
● Most of the survey
respondents are in
the age groups of
18-34 age group.
These groups are
mostly connecting
with Taco Bell
through Instagram
and Twitter.
● The primary
Audience are
women

8. Competitor Assessment
Competitor Social Media
Profile
Strengths Weaknesses
Mcdonalds Twitter Endorsements and
relevant posts on
holidays and
events
Does Not respond
to Twitter
followers well
Chipotle Twitter Similar Twitter
platform as Taco
Bell
Responds to
followers well
Recent food scare
Chik-fil-a Instagram Strong Visuals and
a strong following.
Very Interactive
with followers
Engage with
customers more

9. Social Media Objectives
Taco Bell would like to focus on creating an engaging environment social
media platforms where our content volume is lower.
● Began using new platforms such as Pinterest
○ Begin pinning at least 2 times a day
● Post at least once a day on Linkedin
● Increase volume content on Facebook
● Increase content on Snapchat
KPIs
● Number of followers on pinterest
● Number of Unique visitors on linkedin and Facebook
● Number of Engaged snaps
Key Messages
● Knowledge about the ingredients and the health qualities
● Care for quality

10. Online Brand Persona and Voice
Objectives to describe Taco Bell
● Healthy
● Quick
● Authentic
● Delicious
During Customer Interactions we are:
● Knowledgeable
● Helpful
● friendly

11. Strategies and Tools
Approved Tools:
● Hootsuite
● Facebook Analytics
● Twitter Analytics
Existing Subscriptions:
● Photoshop
● Vimeo

12. Timing and Key Dates
● Presidents day
● St. Patrick's Day
● Spring Break
● Summer Break
● Labor Day
● Cinco De Mayo

13. Social Media Roles and Responsibilities
● Marketing Director
○ Kat Garcia
● Social Media Manager
○ Erika Johnson
● Social Media Coordinator
○ Jozlynn Rush

14. Social Media Privacy
As a representative of Taco Bell you are expected to
demonstrate best practices and a sense of etiquette in
your use of social media by following these guidelines:
● Be ethical
● Be responsible and kind
● Do not start arguments
● Be helpful to customers
● Do not insult competition
● Ask before you tweet
● Use common sense

15. Critical Response Plan
● In the event that someone posts something negative
about Taco Bell, It is crucial that the post be addressed
immediately and follows the policy guidelines. Ask the
customers what we could do better in order to make
them have a greater experience with Taco Bell. In
some cases, it may be better to ignore the post. If that
is the case ask for another team member advice for
these special circumstances.

16. Measurement and Reporting Results
● The results will be reported quarterly the results of our
social media strategy and how our following counts and
engagement are increasing.