Project for Social Media Management Class at the University of Florida. This presentation outlines a proposed social media strategy for Taco Bell.

1. Social Media Strategy

2. Table of Contents
• Executive Summary
• Social Media Audit
• Social Media Assessment
• Traffic Sources Assessment
• Customer Demographics Assessment
• Competitor Assessment
• 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 major social media goals for 2017 will be to grow online followingson
Instagram, Twitter and Facebook.
The primary focus will be to drive sales through driving more traffic to our stores
by sharing more engaging and relevant content, building relationshipswith our
consumers and offering coupons and special deals exclusively through our social
media channels.
Primary Strategies
• Increase volume of content published to social media networks.
• Encourage conversations by consumers, employees and the Taco Bell brand.

4. Social Media Audit – Social Media Assessment
Social Network URL Follower Count Avg. Weekly Activity
Avg. Engagement
Rate
Twitter https://twitter.com/
tacobell
1.8 million 7 posts per week Avg. Interactions
per post = 2*
Facebook https://www.facebo
ok.com/tacobell/
10,448, 563 3 posts per week Avg. Interactions
per post = 500*
Instagram https://www.instagr
am.com/tacobell/
1 million 1 post per week Avg. Interactions
per post = 1,000*
LinkedIn https://www.linkedi
n.com/company-
beta/3407/
37,250 1 post per month Avg. Interactions
per post = 1*
The highest number of interactions per post occurs on Instagram, while the lowest number
of interactions per post occurs on LinkedIn. The closing of LinkedIn should be considered.
*Data is estimated or educationally guessed based on access to information

5. Traffic Sources Assessment
Source Volume
Percentage of Overall
Traffic
Conversion Rate
Twitter 285,700 unique visits* 5%* 2.3%*
Facebook 5 million unique visits* 22%* 1.8%*
Instagram 500,000 unique visits* 20%* 1%*
LinkedIn 20,000 unique visits* 2%* 1%*
*Data is estimated or educationally guessed based on access to information
At this time, Facebookand Instagram are the biggest drivers of traffic to our website.

6. Audience Demographics Assessment*
Age Distribution Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
52% 18-30
30% 31-40
10% 41-55
8% 56-80
55% Female
45% Male
55% Female
45% Male
50% Facebook
30% Instagram
15% Twitter
40% Instagram
20% Facebook
20% Twitter
Eating an
inexpensive,
convenient and
delicious meal
Feeling of
belonging to the
“Taco Bell crowd”
by posting photos
on Instagram and
taking part in cool
menu offerings
*Data is estimated or educationally guessed based on access to information
Taco Bell’s primary target market is 18-34 year olds with low income. Facebook, Instagram and
Twitter are their core social networks. Exciting menu items, convenient drive-thru and the love of
tacos are primary motivators for visiting one of the locations. Energies should be dedicated to further
develop content and engagement.

7. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
KFC Twitter: @kfc Responsive to comments
and questions
Not much original content,
most tweets are just
responses to upset
customers
Chipotle Instagram:
@chipotlemexicangrill
A lot of original posts,
remains relevant by keeping
up with holidays and current
trends, funny captions,
frequent posting
Not much interaction with
audience
McDonald’s Facebook: Frequent posting, makes
use of new features such as
FB Live, up to date with
holidays and trends, call to
action in most posts, great
interaction with audience
McDonald’s seems to be
doing everything right when
it comes to Facebook

8. Social Media Objectives
The primary focus of our social media strategy will be to increase sales by using our social media
channels to drive traffic to our locations and to create social chatter about Taco Bell.
Specific Objectives:
1. Increase unique visitors from social properties to store by 35% in 6 months via:
a. Increased brand awareness through increased original content and interactions on Twitter
b. Increased use of brand hashtags across all social platforms
c. Offering special deals exclusively through social media networks
2. Increase Instagram followers by 500,000 in 6 months.
3. Increase volume of visual content published on Facebook and Instagramchannels by 30% in 6
months.
KPIs Key Messages
• Number of unique visitors from Facebook,
Twitter and Instagram
• Number of Instagram followers
• Number of weekly posts to Facebook,
Instagram and Twitter
• Live Más
• Try something new (Doritos locos Tacos;
Naked Chicken Chalupa)
• Fast service, Great food

9. Online Brand Persona and Voice
Adjectives that describe our
brand:
• The “cool” friend
• Yummy
• Edgy
• Innovative
• Quick
• Fun
When Interacting with
customers we are:
• Friendly
• Helpful
• Funny (when permitting)

10. Strategies and Tools
Paid: Boost most popular Facebook post every weekend from Friday-Sunday in the afternoons and
evening since these are the most popular times when Taco Bell is purchased.
Owned: Use a hashtag (i.e. #LetsTacoBoutIt, #LocosTacos, #TacoBell4ever, #TacoPlease) to all
social media networks.Encourage the use of the hashtag by consumers and repost user-generated
content weekly. Promote chosen hashtag in emails, advertisements, in stores and on social networks.
Earned: Create a hashtag to be used among all social media channels (i.e. #TacoTuesday,
#LiveMás) by consumers, employees and the company itself. If a customer posts something with the
hashtag between a certain time (i.e. Wednesdays from 2pm-3pm) they can receive $1 off their
purchase. This will increase usage of the hashtag and drive traffic to Taco Bell’s social media
channels. Employees can also be encouraged to use hashtags and promote the brand by offering
rewards for the employee with the most likes, retweets, etc.
Tools: Twitter, Instagram, Facebook, Buffer, Snapchat

11. Timing and Key Dates
Important Dates
• Every Tuesday (Taco Tuesday)
• Cinco De Mayo (May 5)
• National Taco Day (Oct. 4)
• Valentine’s Day (Feb. 14)
• Halloween (Oct. 31)
• Superbowl
• March Madness
• Thanksgiving
Reporting Dates
• Quarterly reporting in
February, May, August and
November.

12. Social Media Roles and Responsibility
Marketing Director: Chris Brandt
Social Media Manager: Erika Johnson
Social Media Coordinator: David Garcia
Supporting Social Media Team Members:
Cera Hurtado (Customer Experience)
Jason Wan (Marketing Analyst)

13. Social Media Policy
With the continuously growing influence of social media, it is important to practice proper
etiquette when using social media as an employee of Taco Bell by following these guidelines:
• Always be respectful
• Be sensitive to others problems
• Be helpful to all customers
• Do not post anything illegal
• Do not start fights via social media
• Help customers find solutions to their problems
• Do not talk poorly about the competition or our brand
• If you are not sure about something, ask before you post
Violation of the Taco Bell social policy may result in corrective action, up to, and including termination. You may also be
subject to legal action, including criminal prosecution. The company also reserves the right to take any further action it
believes is appropriate. Should you have any questions or concerns, please speak to your Manager.

14. Critical Response Plan – Scenario 1
Scenario 1 – Inappropriate Tweet Sent from @TacoBell
Action Plan
1. Record tweet and take screenshot.
2. Delete tweet right away and notify Erika Johnson (social media manager) right
away. If Erika is unavailable, notify Chris Brandt (marketing director).
3. Johnson and Brandt will team up to discuss the impact of the tweet, how many
people saw it and to evaluate if any further action must be taken.
4. Follow up tweet to be developed and approved by Brandt.
5. Check to see if media has picked up on the tweet and have Brandt manage all
direct contact.
6. Investigate to find out which employee was responsible to posting the Tweet.
7. Determine if and what disciplinary action is required.

15. Critical Response Plan – Scenario 2
Scenario 2 – Taco Bell Employee posts a photo of him/her throwing food on the floor on
Facebook and then serving to customers.
Action Plan
1. Find source of post and immediately investigate what exactly happened.
2. Terminate employee involved.
3. Speak to Manger/Owner of specific franchise where this action occurred.
4. Check to see how this issue has been picked up by the media and prepare
response.
5. Release an official statement answering the following: How did this happen? What
did we do about it? And, what will we do to make sure this never happens again?
6. Share the statement on social media networks and inform customers that
appropriate action has been taken and that the employee and all responsible have
been terminated.
7. Depending on damage to brand, a new campaign or coupon may be initiated.

16. Measurement and Reporting
Quantitive KPIs
Reporting Period: 3 months
Data as of May 1, 2017
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 350,000 unique visits
+12% growth monthly
10% 2%
Facebook 6 million unique visits
+20% growth montly
27% 5.5%
Instagram 600,000 unique visits
+ 20% growthmonthly
25% 5%
Traffic Sources Assessment
Timeframe: Monthly average, February 2017 to May 2017

17. Measurement and Reporting
Social Network Data
Timeframe: as of May 1, 2017
Social Network URL Follower Count Avg. Weekly Activity Engagement Rate
Twitter https://twitter.com/ta
cobell
2.2 million
(20% growth)
14 posts per week
(100% increase)
4%
Facebook https://www.facebook
.com/tacobell/
12.8 million
(23% growth)
6 posts per week
(100% increase)
8%
Instagram https://www.instagra
m.com/tacobell/
1, 250,000
(25% growth)
5 posts per week
(500% increase)
6%
LinkedIn https://www.linkedin.c
om/company-
beta/3407/
40,000
(7% growth)
1 post per week
(400% increase)
1%

18. Measurement and Reporting
• Our Instagram followers have grown by 250,000 in 3 months, on track to hit the
target of gaining 500,000 more followers in a 6-month timeframe.
• Our social content team has done a great job of creating more visual content.
• We have tracked user generated content with the usage of our hashtags to see that
the content has been very successful within the online community.
• We decided instead of deleting LinkedIn, we would build it up to place a greater
focus on developing a company culture.
• We have increased posts per week on all social media networks and in turn,
engagement rates have also increased.

19. Hashtag Performance
• In the past 3 months:
• #LocosTacos was mentioned 100,000 times on Twitter and 52,000 times on
Instagram
• #TacoPlease was mentioned 125,000 times on Twitter and 43,000 times on
Instagram
• #LiveMás was mentioned 500,000 times on Twitter, 100,000 times on
Instagram and 250,000 times on Facebook

20. Qualitative KPIs – Sentiment Analysis
• The analysis of social media interactions and posts revealed that:
• There was a positive impact of Taco Bell’s social media usage on the
audience
• Audience engaged in building connections with Taco Bell and shared
the pages with their friends
• More interactions when creating relevant content based on current
events, holidays and trends

21. Proposed Action Items
• Continue to post frequently on Facebook, Instagram and Twitter
• Create hashtags that involve your audience and make sure to share user-generated
content
• Continue to offer discounts/special deals to customers who share a hashtag on their
social media account or interact with the brand
• Prepare content strategy for LinkedIn to establish a company culture