Our major priority for Taco Bell in 2017 is to improve our online pages and increase social engagement. The goals are to increase engagement on customer posts by 20% and appeal to primary consumers through new social media outlets. An audit found Instagram had the highest engagement rate. Objectives include increasing engagement on Facebook and Twitter by 20% and exploring Snapchat. Strategies include paid, owned, and earned media. Roles and responsibilities are defined for social media management. Metrics like followers, comments, and videos will track performance.

1. Nicole Franco
February 15, 2017

2. Table of Contents
Executive Summary 3
Social Media Audit 4
Social Media Objectives 10
Online Brand Persona and Voice 13
Strategies and Tools 15
Timing and Key Dates 17
Social Media Roles and Responsibilities 18
Social Media Policy 19
Critical Response Plan 21
Measurement and Reporting Results 23

3. Executive Summary
Our major priority for Taco Bell in 2017 is
improve our online pages and increase social
engagement.
Our goal is to appeal to customers by
developing better ways of communication
through current media outlets.
1. Increase engagement on postings done by
customers.
2. Appeal to our primary consumers through
new social media outlets.

4. Social Media Audit
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook https://www.facebo
ok.com/tacobell
9,865,491 2 post per
week
2.7%
Instagram https://www.instagr
am.com/tacobell/
1M About 1 post
per week
80%
Twitter https://twitter.com/t
acobell
1.8M About 2 posts
daily
2.5%
YouTube https://www.youtub
e.com/user/tacobel
l
59,133 Average of 6
posts per
month
41%
Social Media Assessment
All data listed in presentation is as of November
2016.

5. Social Media Assessment
At the time, Instagram has the most interaction
with consumers with 80% engagement rate.
Twitter currently has little interactions but has
the most followers from all social media
outlets.

6. Social Media Audit
Source Volume Percentage of
overall traffic
Conversation Rate
Facebook 30,000 3% 2.5%
Instagram NO DATA NO DATA NO DATA
Twitter 15,000 1.5% 1%
YouTube 2,000 1% .4%
Website Traffic Sources Assessment

7. Website Traffic Sources Assessment
Facebook was bringing the most traffic to our website.
Twitter and YouTube are currently one behind the
other with 1% to 0.4%. Though there is no data for
Instagram, it is our social media outlet that brings the
most traffic due to its 80% social media engagement.

8. Social Media Audit
Age
Distribution
Gender
distribution
Primary
Social
network
Secondar
y Social
Network
Primary
Need
Secondary
Need
12%- 11-17
57% -18 34
20% -35- 54
13% -55-71
50% -
Female
50%- Male
50% Female
50% Male
60%Instagra
m
20%Facebook
15%Twitter
40%
Twitter
20%
Facebook
15%
Instagram
Quick
food on
the go
when
shirt
break at
work
Craving fast
Mexican
food or
specific
menu item.
Audience Demographics Assessment
Most of the respondents from the survey were the age group 18-34.
Facebook and Twitter were their core social networks. Primary
motivations were quick access to lunch and craving of menu options.
There is the most engagement on Instagram, regardless of the preferred
social media accounts from our primary consumers, strategies will be
developed to create more engagements on Facebook and Twitter.

9. Demographics

10. Social Media Audit
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Moe's Facebook :
Moe’s Southwest
Grill
Great and engaging
posts, use of variety
social media outlets
Could use
messaging to
engage customers.
Minimal promotions.
Chipotle Twitter:
Chipotletweets
Great and engaging
posts, use of
messaging.
Could explore other
social media
options.
Competitor Assessment
Above are the two major competitors for Taco Bell. Both are known for quality
of food, quick and great service and have a signature product, advertised on
social media. Competitors have great engagement with customers through
other social media outlets we don’t use and have great content .Areas where
our competitors could improve reassurance of safe food products through
social media and execution of new services to up revenue.

11. Social Media Objectives
Our primary objective for 2017 is to increase our social
media profile online. In order to achieve a greater
profile, Taco Bell needs to increase engagement on
current social media profiles and look into new
platforms that are relevant to our market and
consumers.
Some specific objectives include:
1. Increase Twitter and Facebook engagement by
20% in the next year.
A. Post more engaging content on Facebook and Twitter
B. Appeal more to the audience demographic 18-34
2. Look into using Snapchat and Website to engage
our consumers.

12. Social Media Objectives
Key Performance Indicators
1. Number of unique visitors
on Facebook, Instagram,
YouTube and Twitter.
2. Number of Facebook likes
and Instagram comments.
3. Number of weekly video
posts on Facebook,
Instagram and YouTube.
4. Growth analysis comparing
to last year.
Key Messages
• Unique and quick
Mexican food at an
affordable price.
• A different meal than the
usual burger and wings.

13. ONLINE BRAND PERSONA & VOICE
Adjectives that describe
our brand
• Amiable
• Fast
• Affordable
• Meaty
• Diverse
• Accessible
When interacting with
customers we are:
• Kind
• Polite
• Solution-oriented
• Smiling
• Engage with humor
• Friendly

14. ONLINE BRAND PERSONA &
VOICE

15. STRATEGIES AND TOOLS
• Paid: Every week boost most engaged media of the week.
Must have the most likes of all posts of that week. Snapchat Ad
every month based on our current product focus or season.
• Owned: Maintain episodes on YouTube and Taco Bell
weddings. Feature Taco Bell wedding photos on all outlets to
generate consumer engagement. Encourage customers to
purchase out new #NakedChickenChalupa.
• Earned: Monitor the growth of hashtag and keywords such as
Taco Bell and “Think Outside the Bun.” Promote the Chicken
Chalupa and provide freebies for the first 100 customers to try
our new product. Partner with Latin actor to create Taco Bell
fiesta photo stream on all social media outlets. Feature a
product everyday for a week on all platforms called “Seven
days of Fiesta.” All products featured will be on promotion for
said day.

16. STRATEGIES AND
TOOLS
Approved Tools Rejected Tools Existing
Subscriptions/Lice
nses
• Hootsuite
• Buffer
• N/A • Photoshop
• Premiere Pro
• Kapost
• Google Analytics
• Snapchat Ad

17. TIMING AND KEY DATES
Holiday Dates
• Memorial Day
• Christmas Day
• New Years Day
Social Engagement Dates
• Valentines Day
• St Patrick's Day
• National Taco Day
• Cinco de Mayo
Internal Events
Feed the Beat Concert :April
21, 22, 23, 2017
Taco Bell Foundation Charity
Event : September 17, 2017
Reporting Dates
Reporting will occur on the 20th
of every month.

18. Social Media Roles and
Responsibilities
• Marketing Director Marisa Thalbeg
• Social Media Manager Nicole Franco
• Social Media Assistant Manager Anxhela Gurra
• Social Media Coordinator Anna Garcia
• Supporting Social Media Team Members
• Veronica Ortiz (social ads support)
Ashley Trivino (customer support - social media)
SOCIAL MEDIA RESPONSE TEAM, ALL NAMES LISTED
ABOVE.

19. Social Media Policy
Social Media has become
an important part of our
company. We use social
media to connect with our
consumers, engage with
our audiences, interact
with our stakeholders and
share our ideas. It is
important that employees
represent Taco Bell with
the best etiquette in all use
of social media by
following the guideless
presented:
• Be respectful
• Be polite in postings
• Propose a solution, don’t fire
flames
• Use common sense
• Be a resource to customers
• Don’t talk bad to competitors
• Not sure about a post? Always
ask.
• Always feel free to post or share
our Ad on you personal
networks.

20. Social Media Policy
Taco Bell is serious about all social media
behavior polices and failure to comply will
could result in corrective action leading up to
termination. Taco Bell has right to legal action
and prosecution if necessary. If you have any
questions or concerns please contact our HR
team.

21. Critical Response Plan
• Scenario 1- Inappropriate Post Sent.
• When post is detected,
• Screen Shot post
• Delete
• Contact Social media Manager (Nicole Franco), if not
available contact Social Media Assistant ( Anxhela
Gurra).
• Nicole will discuss with social media response team on
what further action to take.
• Develop post appropriate and have it approved by social
media response team.
• Send post and discuss issue and how to resolve backlash
with social media team
• Act based on discussion.
• NO PRE APPROVED MESSAGING OR POST IN CRSIS
• Everything should be discussed by social media
response team.

22. Critical Response Plan
• Scenario 2- Crisis based on product or base
company.
• Contact marketing and social response team.
• Discuss current crisis and based on circumstances come up
with action plan.
• Take Action.
• Meet every day to discuss current action plan. Revamp if
need be and keep meetings until crisis has been calmed.
• In relation to customer, always try to appeal to better needs
of victim and try to settle.
• NO PRE APPROVED MESSAGING
• In general, cater posts to crisis, empathetic to victim or
people affected. Mention Taco Bell is working on issue at
hand.
• Social Media Manager is the only employee authorized to
post in crisis.

23. Measurement and Reporting
Results
Source Volume Percentage of
overall traffic
Conversation Rate
Facebook 40,000
10% Increase
13% 2.5%
Instagram NO DATA NO DATA NO DATA
Twitter 20,000
10% Increase
11.5% 1%
YouTube 3,000
1% Increase
2% .04%
Website Traffic Sources Assessment as of
February 2017

24. Measurement and Reporting Results
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook https://www.facebo
ok.com/tacobell
1.2M
23% growth
8 post per
week
300%
Increase
5%
Instagram https://www.instagr
am.com/tacobell/
1.5M
50% growth
About 3 post
per week
200%
Increase
83%
Twitter https://twitter.com/t
acobell
2M
20% growth
About 5 posts
daily
150% increase
4%
YouTube https://www.youtub
e.com/user/tacobel
l
70,000
20% growth
Average of 9
posts per
month
50% Increase
41%
Social Network Data as of February 2017

25. Measurement and
Reporting Results
• All of our social media accounts have made at least a
50% increase in postings. It is important to still research
and cater those post for customers. Audience
engagement has increased by 2%.
• Social media team has been working diligently, has
increased our engagements and will continue to post.
Both Instagram and Facebook have increased postings
by more than 200% and engagement is on the increase,
and average of 1.5%.
• A greater focus has been put into Snapchat and currently
have minimal new engagements. We will continue to
pursue the Snapchat outlet and start posting stories on
this account.

26. Measurement and
Reporting Results
• Current performance in our social media accounts
are great and KPIs are all showing signs of increase
from 100 Instagram and 100 Facebook posts.
• Currently the new Chicken Chalupa has been giving
very positive feedback on social media and the
hashtag #NakedChickenChalpua and has been
streaming in top 20 hashtags on Twitter and
Instagram.
• New actions are still to be placed. “Seven days of
Fiesta” will take off next month. Interactions will be
monitored and reach still to be calculated.