This presentation is a theoretical social media strategy for Taco bell. It meets the requirements of this class project.

1. TACO BELL
UFSMM Project 1: Social Media Strategy
FeliciaVega
02/18/2017

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
• Social Media Assessment
• WebsiteTraffic Sources Assessment
• Customer Demographic Assessment
• Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona andVoice
5. Strategies andTools
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
Our major social media priorities for 2017 will be growing our online community
and increasing our online engagement with customers.
The primary objective will be to increase sales and revenue at our restaurants by
sharing more engaging content and by developing deeper relationships with our
customers.
Two major social media strategies to support this objective:
1. A plan to increase the variety of interactive content that we post on social media
2. Encourage conversations about our new products

4. SOCIAL MEDIA AUDIT:
URL Follower Count Average Weekly
Activity
Average
Engagement Rate (#
interactions / reach)
Twitter https://twitter.com/ta
cobell
1.8 million 10 posts 18%
Instagram https://www.instagra
m.com/tacobell/
1 million 1 post 30%
Facebook https://www.faceboo
k.com/tacobell
10,448,683 4 posts 8%
LinkedIn https://www.linkedin.
com/company-
beta/3407/?pathWildc
ard=3407
37,244 >1 post 0.1%
YouTube https://www.youtube.
com/user/tacobell
59,137 2 videos 2%
Social Media Assessment

5. SOCIAL MEDIA AUDIT:
Volume Percentage of
OverallTraffic
Conversion Rate
Twitter 1,800 unique visits 2.4% 8%
Instagram 900 unique visits 1.2% 3%
Facebook 10,000 unique visits
13.6%
10%
LinkedIn 200 unique visits 0.2% 1%
YouTube 500 unique visits 0.6% 7%
WebsiteTraffic Sources Assessment

6. SOCIAL MEDIA AUDIT:
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
70% 18-30 60% male 50%
Facebook
30%
Instagram
A variety of
cheap food
Open late
15% 31-40 40% female 25%
Instagram
25%
Facebook
10% 41-55 15%
Snapchat
30%
Snapchat
5% 56-80 10%Twitter 15%Twitter
Audience Demographics Assessment

7. SOCIAL MEDIA AUDIT:
Social Media Profiles Strengths Weaknesses
McDonald’s YouTube: 296,513
Twitter: 3.37 million
Facebook: 69,091,369
Instagram: 2.1 million
LinkedIn: 367,039
• Strong Following
• Responsive
• Endorsements
• Relevant posts on
holidays and major
events
• Could share others
content more
Wendy’s YouTube: 68,803
Twitter: 1.47 million
Facebook: 8,224, 315
Instagram: 442,000
LinkedIn: 31,004
• Humorous
• Responsive
• Shares others content
• Large engagement on
Twitter
• Could have more
endorsements
• Could showcase
customers more
Chipotle YouTube: 79,617
Twitter: 836,000
Facebook: 3,119, 587
Instagram: 431,000
LinkedIn: 53,167
• Showcases Freshness
• Promotions
• Interaction with
customers
• Variety of diverse
posts
Competitor Assessment

8. SOCIAL MEDIA OBJECTIVES
Our major social media priorities for 2017 will be growing our online community and increasing our
online engagement with customers.
The primary objective will be to increase sales and revenue at our restaurants by sharing more
engaging content and by developing deeper relationships with our customers.
Specific Objectives:
1. Increase our online community by 30% in 8 months
• Increase our brands' presence by having moreTwitter mentions
• Increase our brands’ presence by getting tagged in more Instagram photos
• Increase our brands; presence by getting more customers to check-in on Facebook
2. Increase published content by 20% onTwitter, Facebook and Instagram in 5 months

9. SOCIAL MEDIA OBJECTIVES
Key Performance Indictors (KPI)
• Number ofTwitter mentions
• Number of tagged Instagram
photos
• Number of check-ins on Facebook
• Number of weekly Facebook,
Instagram andTwitter posts
• Sentiment analysis
Key Messages
• Fast and affordable food
• Variety of options to choose from
• Switch up from the status quo with
our revolutionary new menu items

10. ONLINE BRAND PERSONA ANDVOICE
Adjectives that Describe our Brand
• Fast
• Bold
• Fierce
• Unique
• Affordable
• Variety
• Adventurous
• Fearless
When Interacting with our
Customers, we are:
• Friendly
• Quick
• Clever
• Reliable

11. STRATEGIES ANDTOOLS
Paid
• Every Monday, we will pay
to sponsor a popular organic
Facebook post. It must have
at least 500 likes and 200
comments.
• EveryThursday, we will pay
to promote a popular
organic tweet onTwitter. It
must have at least 300 likes,
50 replies and 20 retweets.
Owned
• Introduce use of #tacobold for
Instagram posts. Encourage
adoption by customers by
sharing their content on our
social media sites.
• Start a #tacoboutitchat on
Wednesday’s at 1 p.m. EST on
Twitter to discuss promotions,
products and
recommendations.
Earned
• MonitorTwitter for keywords
and terms: tacos, burritos,
starving, broke, taco bell and
sick.
• Review mentions onTwitter
and retweet positive
experiences and reviews

12. STRATEGIES ANDTOOLS
Tools
• Hootsuite
• Twitter analytics
• Facebook analytics
• Iconosquare
• Google analytics

13. TIMING AND KEY DATES
Holiday Dates:
• Valentine’s Day- February
14th, 2017
• National Burrito Day- April 7th,
2017
• Cinco de Mayo- May 5th, 2017
• NationalTaco Day- October
4th, 2017
Internal Events:
• TacoTuesday
Reporting Events:
• Reporting will occur once a
quarter on February 20th, May
22nd, August 21st and
November 20th.

14. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
• Chief Marketing Officer: MarisaThalberg
• Social Media Community Manager: Erika Johnson
• PR + Brand Engagement: Matt Prince
• Director of Brand Marketing: Taylor Montgomery
• Senior Social Media Coordinator: Chris Crawford
• Social Media Marketing: Dean DeShay
• Paid Social Media Manager: David Garcia
• Social Media Engagement: Katie Reynolds

15. SOCIAL MEDIA POLICY
Social Media plays a big part in our every day lives. As an employee and representative ofTaco Bell, you are
expected to demonstrate excellent online etiquette by following these guidelines:
• Be respectful to all
• Use common sense
• Be polite
• Act helpful
• Do not start arguments
• Do not insult competition
*Taco Bell takes appropriateness of social media usage very seriously.Violations of this policy may
result in corrective action, including termination.You may also be subject to legal action or criminal
prosecution. If you have any questions regarding this policy, please contact the human resources
department.

16. CRITICAL RESPONSE PLAN
Scenario 1: InappropriateTweet sent from @tacobell
Action Plan
• When the tweet is detected, take a screenshot and delete immediately.
• Send out pre-approved message.
• Contact our Senior Social Media Coordinator, Chris Crawford. If unavailable, contact our Social Media Community
Manager, Erika Johnson.
• Either Chris Crawford or Erika Johnson will meet up with our Director of Brand Marketing,Taylor Montgomery.
• They will evaluate the situation and further action.
• Taylor Montgomery will draft up a follow-up tweet and press release.
• Chris Crawford will meet with individual(s) involved in incident.
Pre-Approved Message:
“We have removed an inappropriate message and are investigating the incident.We sincerely apologize for any offense
it may have caused.We will provide more information as it becomes available. Whoever is responsible will face
repercussions.”

17. CRITICAL RESPONSE PLAN
Scenario 2: Food Contamination
Action Plan
• Food distribution and processing center contactsThe Director of Brand Marketing,Taylor Montgomery. If an
individual restaurant finds, contact the food distribution and processing center.
• Taylor Montgomery meets with the Social Media Community Manager, Erika Johnson; PR + Brand Engagement,
Matt Prince; and Social Media Engagement, Katie Reynolds to evaluate the situation and further action.
• They will contact the Senior Social Media Coordinator, Chris Crawford with their evaluation. He will draft up a press
release along with social media updates.
• Taylor Montgomery will continue to monitor the situation.
Pre-Approved Message:
None. Our Senior Social Media Coordinator will draft up a message depending on the situation.

18. MEASURING AND REPORTING RESULTS:
Volume Percentage of
OverallTraffic
Conversion Rate
Twitter 3,000 unique visits,
66.6% growth
13% 14%
Instagram 1,600 unique visits,
77.7% growth
7% 12%
Facebook 13,000 unique visits,
30% growth 45%
17%
LinkedIn 500 unique visits,
150% growth
1% 1.5%
YouTube 900 unique visits,80%
growth
3% 8%
Quantitative KPIs: WebsiteTraffic Sources Assessment

19. MEASURING AND REPORTING RESULTS:
URL Follower Count Average Weekly
Activity
Average Engagement
Rate (# interactions /
reach)
Twitter https://twitter.com/tac
obell
2 million , 11.1%
growth
12 posts, +20%
increase
24%, +33% increase
Instagram https://www.instagra
m.com/tacobell/
1.3 million, 30%
growth
3 posts, +200%
increase
35%, +0.5% increase
Facebook https://www.facebook
.com/tacobell
10,478,683, 0.2%
growth
6 posts, +50% increase 18%, +55.5% increase
LinkedIn https://www.linkedin.c
om/company-
beta/3407/?pathWildc
ard=3407
38,244, 2.6% growth 2 posts, +300%
increase
0.5%, +400% increase
YouTube https://www.youtube.
com/user/tacobell
60,137 , 1.6% growth 3 videos, +50%
increase
4%, +100% increase
Quantitative KPIs: Social Network Data

20. MEASURING AND REPORTING RESULTS:
Mentioned #tacobold:
• 1,500 times onTwitter
• 2,679 times on Instagram
• 962 times on Facebook
Quantitative KPIs: Hashtag Performance
Mentioned #tacoboutitchat:
• 5,000 times onTwitter

21. MEASURING AND REPORTING RESULTS:
• Continue #tacoboutitchatTwitter chats everyWednesday at 1 p.m. EST
• Continue #tacobold campign
• Consider a free taco giveaway onTacoTuesdays
• Hire a Social Media Coordinator designated to Snapchat
• Make a presence and gather a following on Snapchat
Proposed Action Items