Taco Bell project 1 for PUR

1. +
Taco Bell
Social Media Strategy
Kelly Grosfield
2/13/2017

2. +
Table of Contents
3. Executive Summary
4. Social Media Audit
5. Website Traffic Sources
6. Audience Demographics
7. Competitor Assessment
8. Summaries
9. Social Media Objectives
10. Online Brand Persona and
Voice
11. Strategies and Tools
12. Timing and Key
Dates
13. Social Media Roles
and Responsibilities
14. Social Media Policy
15. Critical Response
Plan
16.Contacts
17. Measurement and
Reporting Results

3. +
Executive Summary
 Our Social Media Priorities for 2017 will be growing our online
presence and following.
 The primary focus will be using our social media accounts to
promote our company and cause business to thrive even more.
 Two major social media strategies will support this objective:
 1. Become more interactive and engage with community members
on our social media accounts
 2. Cover all platforms of media equally and often.

4. +
Social Media Assessment
Social
Network
URL Follower
count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter @TacoBell 1.8 Million At least twice
a day
15%
Facebook www.faceboo
k.com/tacobel
l/
10,449,120 Once a day 15%
Instagram @Tacobell 1 Million Once a week 0%
LinkedIn www.linkedin.
com/company
-
beta/3407?pa
thWildcard=3
407
37,136 One post
every two
weeks
0%

5. +
Web Traffic Sources Assessment
Source Volume % of Overall
Traffic
Conversion
Rate
Twitter 28,065 unique
visits
12% 3.56%
Facebook 2,389,329
Check Ins
36% 4%
Instagram NO DATA NO DATA NO DATA
LinkedIn 1,000 unique
visits
NO DATA ------

6. +
Audience Demographics
Assessment
Age
Distrib.
Gender Primary
Social
Network
Secondary Primary
Need
Secondary
80%
18-30
65% Male Facebook
75%
Facebook
30%
Accessible
social
media
containing
media.
Interesting
social
media
accounts.
15%
31-40
35%
Female
Instagram
1%
Instagram
20%
4%
41-55
Twitter
14%
Twitter
50%
1%
56-80

7. +
Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weakness
Subway https://www.face
book.com/subw
ay/
Site visited
frequently, is the
main source of
information for
the Subway
chain.
Site isn’t
updated as
frequently.
McDonalds https://www.face
book.com/McDo
naldsUS/
A lot of
interaction on
the page with
consumers.
Doesn’t promote
deals or
upcoming
events.
Wendy’s https://www.face
book.com/wend
ys/
Great visuals
and
advertisements.
Lacks
interaction with
consumers.

8. +
Audit Summaries
 Social Media Assessment: Has a great following and all
necessary Social Media accounts, but lacks audience engagement
greatly across all platforms.
 Web Traffic Assessment: Facebook has the most traffic followed
by Twitter but because there is no audience interaction on
LinkedIn and Instagram, there are no statistics for the two.
 Audience Demographic: Majority of the audience demographic
seems to be males in the 18-30 age group and less of the
demographic falls to those 56-80 years old.
 Competitors: Strong follower base on social media accounts
however not a great amount of interactions or overall
advertisement of deals.

9. +
Social Media Objectives
 Overall Business Goals: In 2017 the primary focus of our social media
strategy will be to increase the amount of engagement among followers. We
plan to do so by enhancing all of our current social media accounts and
becoming more active on them.
 Social Media Objectives to Support Business Goals:
 Increase account activity to at least one post per day
 Assign social media manager to responding to consumer posts
 Each social media network will have a different manager so the focus of audience
engagement isn’t lost though so many different networks and consistency is kept.
 KPIs
 Number of unique visitors from all sites
 Interactive posts with links, hashtags, pictures and video
 Weekly updates on followers per social media site
Key Supporting Messages:
Great place for late night meals.
Relatable to you and delicious.

10. +
Online Brand Persona and Voice
 Adjectives That Describe Our Brand:
 Exciting
 Fun
 Sassy
 Examples of Brand Voice in Social Media Interactions:
 Sassy
 Creative
 Interesting

11. +
Timing and Key Dates
 Key Dates Internal Events Lead Times Reporting Dates
 Taco Tuesdays
 Cinco De Mayo
 Late night meals (Fourth Meal 1-4am)
 Internal Events
 May 5th- Cinco De Taco deal with half off all supreme boxes
 April 20th- 15% of all sales go to the charity of the stores
choosing as part of a hospitality night.
 Reporting dates will be at the end of June and another at the end
of December as a type of biannual checkup.

12. +
Social Media Roles
 Social Media Director: Benjamin Goldman
 Responsibilities: Delegate chairs of each social media site
 Social Media Manager: Nicholas Tran
 Responsibilities: Manage and approve all content posted
 Social Media Coordinator: Joslynn Rush
 Responsibilities: Coordinate when events will be announced
and how frequently posts will be made.

13. +
Social Media Policy
 Engage frequently
 Be respectful
 Be witty
 Stay away from troubling or illegal posts
 No profanity
 Tweet with excitement
 Make sure all content is a positive reinforcement of the brand

14. +
Critical Response Plan
 Critical Response Plan
 Inappropriate Tweet
 Delete the tweet and contact manager
 Social Media Manager will release a statement apologizing for the
tweet and sending what they should have said initially.
 Inappropriate engagement with costumer
 Refer customer to superior and do not further engage
 Superior is to handle the situation as they see fit.

15. +
Response Plan Contacts
Owner Name Telephone Alt.
Telephone
Email
Marketing
Director
Carolyn
Sikes
786-364-
4673
------ csikes1@tac
obell.com
Social Media
Director
Benjamin
Goldman
786-647-
8733
Company
headquarter
bgoldman@t
acobell.com
Social Media
Manager
Nicholas
Tran
786-374-
2648
Company
headquarter
ntran@tacob
ell.com
Social Media
Coordinator
Joslynn Rush 602-475-
0046
Company
headquarter
josrush@tac
obell.com
PR Agency Rob Poetsch 813-364-
9932
Company
headquarter
poetschr@ta
cobell.com

16. +
Measurement and Reporting
Results
Source Volume % of Overall
Traffic
Conversion
Rate
Twitter 3000 unique
visits
+10% growth
26% 2.6%
Facebook 4500 Unique
visits
+15%growth
30% 1%
Instagram 1000 unique
visits
+5% growth
4% .03%
Results Assessment: Facebook is our fastest growing social media site with a
substantial and ever growing following. Social content is responsible for the
increase in followers and engagement over the past couple of months.
Qualitative KPIs: Number of unique visitors per site increased