Using social media to amplify the voice of the customer at taco bell

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Using social media to amplify the voice of the customer at taco bell

  1. 1. Using Social Media to Amplify the Voice of the Customer at Taco Bell<br />Linda Ashbrook<br />Taco Bell Consumer Insights<br />May 16, 2011<br />
  2. 2. Taco Bell has almost 50 years of development experience<br />The first Taco Bell was founded by Glen Bell in 1962<br />
  3. 3. Food trends<br />Chefs<br />Competitive audits<br />Internal wisdom<br />Customer input<br />
  4. 4. Competition is fierce<br />“Americans now spend more money on fast food than on higher education, personal computers, computer software, or new cars. They spend more on fast food than on movies, books, magazines, newspapers, videos, and recorded music - combined.”<br />-- Fast Food Nation <br />
  5. 5. We need<br />more<br />customer input <br />sooner<br />
  6. 6. It’s time to organize around the customer<br />Customer Loyalty<br />6,502,851 fans<br />
  7. 7. Customer Service<br />
  8. 8. Customer Insights<br />
  9. 9. “We lived on farms, then we lived in cities, and now we're going to live on the internet!” <br />-- The Social Network (2010)<br />
  10. 10. Why Social Media?<br />With so much competition for our customer’s attention, we need to play on their playground.<br />
  11. 11. Better?<br />Faster?<br />Cheaper?<br />
  12. 12. Cheaper?<br />Three month ethnographic panels for under $10,000.<br />Three week ethnographic panels for under $5000.<br />400-600 respondent early guidance screening panels for under $3000.<br />
  13. 13. Faster?<br />“What one item would you bring with you if you were stranded on a deserted island?”<br />64 responses in 2 minutes<br />86 responses in 4 minutes<br />111 responses in 9 minutes<br />122 responses in 11 minutes<br />207 responses in 30 minutes<br />We had over 400 answers in a few hours.<br />
  14. 14. Faster?<br />What would they bring with them?<br />GPS<br />Cell Phone<br />Ipad<br />A Boat<br />A stranded on a desert island survival guide<br />A knife<br />
  15. 15. Better?<br />
  16. 16. Case Study<br />
  17. 17. ?<br />
  18. 18. We turned to Facebook to recruit . . . <br /> By location<br /> By university<br /> By age<br />
  19. 19. And got even more than we expected . . .<br />Three month longitudinal ethnography<br /><ul><li>Where they eat
  20. 20. What they eat
  21. 21. What trade-offs they make
  22. 22. Who does value well, who doesn’t</li></ul>Daily engagement<br /><ul><li>Daily posts, videos and pictures
  23. 23. Sent them to our stores to experience a variety of products and provide feedback
  24. 24. Sent them to competitive QSRs to do a value comparison and product evaluations
  25. 25. Communications exposure</li></li></ul><li>But we were able to take it beyond an ethnography and incorporate these consumers directly into our product development work . . .<br />
  26. 26. . . .we invited them into our test kitchen<br />
  27. 27.
  28. 28. Case Study<br />Time for Lunch?<br />
  29. 29. We again turned to Facebook for a multi-phased research project . . .<br />Ethnographic deep dive<br />Ethnography video<br />Early screening panel<br />Food innovation panel<br />Technology innovation panel<br />
  30. 30. Ethnographic deep dive<br />The most rushed meal of the day<br />Functional but critical<br />A solo event<br />Often a trade-off<br />Portable food is premium<br />The car is sanctuary<br />Dining in is a mixed bag<br />
  31. 31. Ethnography video<br />The Time Crunch Lunch<br />Participants recruited online via Facebook<br />
  32. 32.
  33. 33. Food Innovation Panel<br />Technology Innovation Panel<br />
  34. 34. What’s next?<br /><ul><li> Ethnography research
  35. 35. Early guidance screening
  36. 36. Quantitative exploration</li></li></ul><li>Questions?<br />linda.ashbrook@yum.com<br />jodyoshrin@opinionations.com<br />

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