Taco Bell social media strategy that analyzes social media branding and tactics for improvement.

1. TACO BELL SOCIAL MEDIA STRATEGY
Elizabeth Del Carmen – 2/19/17

2. Table of Contents
 Executive Summary
 Social Media Audit
 Social Media Assessment
 Website Traffic
 Audience
 Competitors
 Social Media Objectives
 Online Brand Persona and Voice
 Strategies and Tools
 Timing and Key Dates
 Social Media Roles and Responsibilities
 Social Media Policy
 Critical Response Plan
 Measurement and Reporting Results

3. Executive Summary
 Our priority for 2017 is to continue solidifying our
online following . The primary focus will be to
increase our numbers by keeping up with online
social media trends and building relationships with
our customers
 Tools and tactics
 Personalized responses to followers
 Branding collaborations with other companies/brands
 Visibility of brand across all platforms

4. Social Media Audit – SM Assessment
Social Network URL Follower Count Avg. Weekly
Activity
Avg.
Engagement
Rate
Twitter twitter.com/
tacobell
1.8 million 10 posts per
week
Avg.
interactions per
post: 200
Facebook facebook.co
m/
tacobell
10,448,519 likes 2 posts per
week
Avg.
interactions per
post: 1,000
Instagram instagram.co
m/tacobell
1 million 1 post per
week
Avg.
interactions per
post: 10,000
YouTube youtube.com
/
user/tacobe
ll
59,134 1 post per
week
Avg.
interactions per
post: 10,000
As of February 19, 2017

5. Social Media Audit – SM Assessment
 Summary
 The highest number of interactions occur on Instagram
and YouTube. Twitter had the lowest number of
interactions. More visuals should be included on Twitter
to drive traffic and engagement.

6. Social Media Audit – Website Traffic
Source Volume % of Overall
Traffic
Conversion Rate
Twitter 1000 unique visits 15% 2.5%
Facebook 5000 unique visits 20% 5.0%
Instagram 6000 unique visits 21% 5.1%
YouTube 1000 unique visits 15% 2.5%
Website Traffic Summary: Instagram is the biggest driver of traffic to our website.
Facebook follows behind Instagram closely with 20%. Twitter and YouTube drive
traffic to our website at similar rates.
From November 2016 to February 2017

7. Social Media Audit: Audience
Demographics
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
40% 18-34
35% 35-54
26% 55+
53% Female
47% Male
50%
Facebook
40%
YouTube
25%
Instagram
40%
Instagram
30%
Facebook
25% Twitter
Quick and
easy taco
food.
Fulfilling a
craving.
Survey distributed in January via email. Total applicant responses: 1000
Audience Demographics Summary: Most survey responders are in the 18-34 age group
at 40%. Facebook and YouTube were the primary social networks. The primary need
among the demographic was the quick availability of the food.

8. Competitor Assessment
Competitor Name Social Media
Profile
Strengths Weaknesses
KFC FB: KFC Themes or
campaigns are
consistent in each
post and offer
entertaining content.
Not enough user
generated content
Pizza Hut Twitter: Pizza Hut Offer incentives to
customers and
consistently includes
product in every
post.
Not enough variety
in content posted.
Domino’s Pizza FB: Domino’s Pizza Interacts with
customers through
challenges and
includes product in
every post
Does not respond to
customer complaints

9. Competitor Assessment cont.
 The assessment focused on Taco Bell’s top three
competitors with a social media presence of
Facebook, Twitter, and Instagram. KFC is Taco Bell’s
biggest competitor.

10. Social Media Objectives
 In 2017, the primary goal is to solidify our online
following across all social media platforms.
 Goals:
 Increase the number of customer engagement (comments,
shares, posts, likes) by 20% by August 2017 on Facebook
and Twitter.
 Increase YouTube subscribers by 1,000 by August 2017.
 Incorporate viral content into posts on Twitter.

11. Social Media Objectives
Key Message KPIs
- To associate the product with happiness
and fulfillment through entertaining and
engaging content.
- Sell unique taco creations.
- Number of unique visitors from
Facebook, Twitter, Instagram, and
YouTube.
- Number of followers
- Number of weekly posts on Instagram
and Facebook
- Sentiment analysis

12. Online Brand Persona and Voice
Adjectives that describe our
brand:
- Vibrant
- Fun
- Bold
- Entertaining
- Fulfilling
When interacting with
customers we are:
- Funny
- Understanding
- Helpful
- Attentive

13. Strategies and Tools
 Strategies
 Paid
 Every Friday, boost most popular promotional Facebook posts for
the weekend. Post must have a minimum of 70 likes, 50 comments,
or 10 shares.
 Owned
 Introduce #TacoTuesday posts every Tuesday on Instagram.
Encourage customer interaction by promoting regrams/shout outs.
Promote hash tag across all social media platforms.
 Earned
 Tweet a minimum of five people daily who have commented or
posted about the brand on Twitter.
 Partner with 5 social media influencers to promote the product on
their platforms.

14. Strategies and Tools
 Tools
 Approved Tools
 Buffer
 Hootsuite
 TweetDeck
 Rejected Tools
 N/A
 Existing Subscription Licenses
 YouTube
 Photoshop

15. Timing and Key Dates
 Holidays
 Valentines Day
 Cinco de Mayo
 Fourth of July
 Christmas
 Halloween
 New Years
 Labour Day Weekend
 Internal Events
 February 14th -
Announcement of wedding
chapel in Las Vegas
location
 February 1st-
Announcement of Blue
Raspberry Freeze
 Reporting: Will occur once a quarter in Feb.,
May, Aug., Nov. Precise Dates TBA

16. Social Media Roles & Responsibilities
 Marketing Director: Marisa Thalberg
 Social Media Manager: Erika Johnson
 Social Media Coordinator: Chris Crawford
 Supporting Social Media Team Member: Shannon
Marsico (media supervisor)

17. Social Media Policy
 Social media is a part of our everyday lives. Taco Bell
uses it to create relationships with customers and
partners, spread company ideas, and share our vibrant
persona. As an employee and representative of Taco
Bell, you are expected to withhold the values of the
company with respect and grace by following simple
guidelines:
 Be alert and attentive
 Be respectful
 Do not negatively contribute to negative comments
 Make customers feel appreciated
 Leave out personal opinions
 When in doubt, ask before you post

18. Critical Response Plan
 Scenario 1 – Inappropriate Tweet sent from @TacoBell
 Action Plan:
 When Tweet is detected: Take a screenshot showing message,
time, and date; Delete the Tweet; Alert Marisa Thalberg (CMO)
or Erika Johnson (SMM)
 Marisa, Erika, and social media team must meet to discuss the
impact and repercussions.
 Marisa must notify the risk management director and PR
department who will plan a risk management plan in case of
media backlash.
 Employee responsible for the inappropriate tweet may receive
disciplinary action.
 No pre-approved messaging in this scenario.

19. Critical Response Plan
 Scenario 2 – Negative reaction to Facebook post
 Action Plan:
 Erika will notify Marisa to discuss the severity of the negative
attention.
 If the complaint receives media attention, Marisa will report to
communications to draw up a statement.
 After public apology, social media team will regroup and plan on
how to prevent situations like this from happening again.
 Pre-approved messages:
 Twitter: “Taco Bell apologizes for offending anyone. We care
about our customers & will do better.”
 Facebook: “Taco Bell apologizes for offending anyone. We have
evaluated the situation and realized the error of our ways. Our
customer’s happiness is our top priority and we will do better.”

20. Measurement and Reporting Results
 Quantitative KPIs
 Reporting Period: 3 months; Data as May 2017.
 Website Traffic Sources Assessment: Monthly Avg., Feb.
2017 to May 2017
Source Volume % of overall traffic Conversion Rate
Twitter 1000 unique visits
+ 15% growth
20% 5%
Facebook 3000 unique visits
+ 15% growth
40% 10%
Instagram 500 unique visits
+ 10% growth
10% 3.2%
YouTube 200 unique visits
+ 5% growth
5% 1.8%

21. Measurement & Reporting Results
 Social Network Data: As of May 1, 2017
Social Network URL Follower Count Avg. Weekly
Activity
Engagement
Rate
Twitter Twitter.com/tac
obell
1.85 million
5% growth
15 posts per
week
+25% growth
45%
Facebook Facebook.com/t
acobell
10,500,000
likes
5.2% growth
5 posts per
week
+30% growth
30%
Instagram Instagram.com/t
acobell
1.5 million
5% growth
3 posts per
week
+20% growth
35%
YouTube Youtube.com/us
er/tacobell
60,200
10% growth
1 post per
week
+15% growth
25%

22. Measuring and Reporting Result
 Social Network Data
 Increasing the number of posts on Twitter, Facebook,
and Instagram on a weekly basis led to significant
growth website traffic and following.
 Our YouTube account did not increase in weekly posts,
but still saw a 10% growth in subscribers due to
promotions on other Taco Bell platforms.
 YouTube did have the lowest amount of website traffic
at just 5%. We will assess and plan on how to draw
more traffic from this platform.

23. Measurement and Reporting Results
 #TacoTuesday Hashtag performance
 Between March 1, 2017 to May 1, 2017 the hashtag was
mentioned 6,213 times on Instagram and used 15,000 times
on Twitter.
 15 user-generated posts on Instagram with the hashtag led
to more traffic and followers as people recognized
themselves and would tag their friends.
 Qualitative KPIs: Sentiment Analysis
 An analysis of the interactions on 50 Facebook posts, 50
Instagram posts and 50 Tweets revealed the following:
 Positive sentiments came from the excitement of new food options
with likes, shares, and mentions.
 Negative sentiments came from poor customer service at
restaurants across the country. Customers were upset when their
orders were wrong.

24. Measurement and Reporting Results
 Proposed Action Items
 Continue #TacoTuesday hashtag campaign
 Consider embedding links to website on actual YouTube
videos to increase traffic.
 Prepare an action plan to incorporate Facebook Live.

25. THANK YOU