Project for Social Media Management Class- Social Media Strategy for Taco Bell PUR3622; data and statistics provided are not correct but are rather there to exemplify how to create a social media strategy guide
SMM Project 1 - Shake Shack Social Media Strategy Ashley Powers
A comprehensive social media strategy for Shake Shack. Includes: Social Media Audit, Objectives, Strategies and Tools, Timing and Key Dates, Roles and Responsibilities, Policy, Critical Response Plans, and Measurement and Reporting Results
Social Media Strategy for the company of Starbucks. After analyzing different components of the company's online presence, some objectives were set out to be met during a particular period.
Call Me Isa is a Miami based blog based on all things fashion and fun within the personal lifestyle of Isa Perez. Here is the brand's social media strategy for 2017.
SMM Project 1 - Shake Shack Social Media Strategy Ashley Powers
A comprehensive social media strategy for Shake Shack. Includes: Social Media Audit, Objectives, Strategies and Tools, Timing and Key Dates, Roles and Responsibilities, Policy, Critical Response Plans, and Measurement and Reporting Results
Social Media Strategy for the company of Starbucks. After analyzing different components of the company's online presence, some objectives were set out to be met during a particular period.
Call Me Isa is a Miami based blog based on all things fashion and fun within the personal lifestyle of Isa Perez. Here is the brand's social media strategy for 2017.
These are my slides from a free public workshop I conducted for JCI Beirut about the basics of Social Media Strategy that includes examples of brands that do not have a proper strategy, defining your goals, the sales cycle, asset mapping, defining your audience and creating personas, choosing channels, voice & tone, posting frequency & time, crisis management, and understanding Facebook's algorithm.
Sleek Marketing University 2015: Social Media Strategy MappingSteph Parker
This is an abbreviated version of my social media session from this year's Sleek Marketing University in Boston. In addition to the strategy mapping & platform guides shown here, case studies and real-world applications were discussed. While this session was a one-off, you can catch a more in-depth social media strategy class with me at General Assembly in Boston's Fort Point!
This presentation was given on May 14, 2015.
Deconstructing the Programmatic EcosystemKatana Media
Programmatic advertising is primed to have another monumental year in the digital marketing space, with a projected 24% growth to $27.47 billion in 2017. n this installment of our monthly webinar series, Katana’s Executive Chairman, Andreas Roell, and Media Director, Laura Wusthoff, will be sharing exclusive trends and tips in our webinar, Deconstructing the Programmatic Ecosystem. Read on to learn how your marketing strategy can embrace the efficiencies of programmatic advertising to meet your company’s revenue goals.
WKU Creative Web Services held a workshop on marketing with Snapchat on Friday, February 17, 2017. Examples of university and business Snapchat marketing and strategy to build a following and create content were shared.
Contracts, RFPs, & Working with SuppliersDavid King
Have you ever had to write an RFP from scratch, work with vendors on a complex project, or even complain to a vendor about problems with their product? King shares the process his library goes through when choosing new technology and managing the project during installation. He also discusses effective ways to “get your voice heard” when something needs to change.
On Tuesday, March 30, 2010 I was invited to speak to a group of students studying Emerging and Social Media at Marquette University.
The topic of my presentation was Social Media Strategy and Implementation.
Use Stickybits to attach comments or questions, http://stickybits.com/c/7460958735923/krgRnrzT1bEBpes5LhJF9W
You can also read more on my blog, http://blog.jenders.com/2010/03/30/social-media-strategy-and-implementation/
An introduction to social media - some popular tools, stats, developing of a strategy, and examples. This presentation is part of a larger workshop for new farm and food businesses.
The Golden Kate (The Brand Called You) Social Media StrategyKaitlyn McKinley
This is a comprehensive social media strategy for Kaitlyn McKinley's Social Media Channels and blog, "The Golden Kate" for the 2016 year. The purpose is for better curation of content and derived from examples found in UFSMM class.
A project for my Social Media Management class. All the data are educated guesses. As a food lover and a social media nerd, I love this opportunity to design a social media strategy for my favorite diner.
This is a made-up social media strategy for Trader Joe's. I picked Trader Joe's specifically because they don't have a big social media presence. I think the brand has great potential to strive on social media, so this is the strategy I thought of for my #UFSMM course.
This is a potential social media strategy for Taco Bell. The purpose of this social media strategy is to increase brand awareness and sentiment among customers as well as increase revenue.
Social Media Strategy for Tropical Smoothie CaféNicole Vecchio
A thorough social media strategy and plan for Tropical Smoothie Café. Covers everything from social media audit to the results after the new strategies and tactics have been implement for a month. Includes all information on the brand's social media platforms.
This is a social media strategy plan that I made for my social media management course at the University of Florida. I followed the layout from the Hootsuite social media learning course.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
The Art Pastor's Guide to Sabbath | Steve ThomasonSteve Thomason
What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
The Roman Empire A Historical Colossus.pdfkaushalkr1407
The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
2. TABLE OF CONTENTS
3 EXECUTIVE SUMMARY
4 SOCIAL MEDIA AUDIT
8 SOCIAL MEDIA OBJECTIVES
10 ONLINE BRAND PERSONA AND VOICE
11 STRATEGIES AND TOOLS
13 TIMING AND KEY DATES
14 SOCIAL MEDIA ROLES AND RESPONSIBLITIES
15 SOCIAL MEDIA POLICY
16 CRITICAL RESPONSE PLAN
18 MEASUREMENT AND REPORTING RESULTS
2
3. EXECUTIVE SUMMARY
u The main social media priority for Taco Bell in 2017 will be to increase followers and
expand follower demographic beyond primarily young audiences/ millennials.
u Taco Bell will continue to focus on maintaining and building a community with
millennial customers, but will now also aim to target the faster growing demographic
of older social media users to expand customer base.
3
TOOLS AND TACTICS:
• Use existing social media accounts to continue great content output and maintain loyal
customers.
• Increase presence on newer platforms such as Snapchat through posting more consistently.
• Increase older followers by creating more relatable, share-worthy content for their age
group.
4. SOCIAL MEDIA AUDIT
u SOCIAL MEDIA ASSESSMENT
ASSESSMENT SUMMARY: Twitter is currently the most successful social platform for Taco Bell in
terms of audience engagement. Facebook has the most followers out of all social media platforms.
Pinterest is the least successful in terms of followers and engagement rate. There has been some
success with sponsored Snapchat filters in the past but the actual Snapchat account is not
extremely active.
4
5. SOCIAL MEDIA AUDIT
u WEBSITE TRAFFIC SOURCES ASSESSMENT
ASSESSMENT SUMMARY: This data is calculated on a monthly basis. Twitter and Facebook
have the most unique visitors from all social media categories. Unique visits and percentage
of overall traffic cannot be calculated for Instagram and Snapchat but it is safe to assume
that there is some social interaction on both platforms. Pinterest has a very low conversion
rate and percentage of overall traffic.
5
6. SOCIAL MEDIA AUDIT
u AUDIENCE DEMOGRAPHICS ASSESSMENT
ASSESSMENT SUMMARY: The majority of respondents were age 30 or below, the most being ages
13-18. The gender distribution is differentiated by 14%, the majority being male. Concerning social
networks, most users prefer Twitter. The second highest primary social network was Snapchat, likely
because of the high amount of 13-18 year old respondents. Moving forward, snapchat should
become more of a focus and the fate of the Taco Bell Pinterest account should be considered, as
it was not a primary or social networking account for any of the respondents. Customers primary
need was fast and convenient meals, while their secondary need was Tex-Mex inspired causal
food. 6
7. SOCIAL MEDIA AUDIT
u COMPETITOR ASSESSMENT
ASSESSMENT SUMMARY: Competitors such as McDonald’s have a larger following and have built
up consistent communities. Competitors post diverse content as far as medium goes (video/
pictures). Where the competitors fail is creating fun, interesting content and that is where we should
continue to focus.
7
8. SOCIAL MEDIA OBJECTIVES
OVERALL BUSINESS GOALS:
u Maintain loyal customers
u Continue to increase social media
presence
u Increase older customers (primarily ages
31-44)
SOCIAL MEDIA OBJECTIVES TO SUPPORT:
v Continue to post on favorite social networks, but create greater
consistency with daily posts on both Twitter and Facebook and
higher engagement rates (at least 30% engagement rate for
Twitter and Facebook, respectively, in 10 months)
v Begin to post more consistently and more interesting content on
Snapchat and Instagram (increase daily posts for Snapchat and
Instagram by at least 1 daily within 5 months)
v Create content that will be more relatable for older audiences
(increase followers across Twitter and Facebook ages 31-44 by at
least 30% in 12 months)
8
9. SOCIAL MEDIA OBJECTIVES
u QUANTITATIVE
u Facebook, Twitter, Snapchat (views),
Instagram follower counts
u Number of posts per day across
platforms
u QUALITATIVE
u Sentiment analysis by analysis of
customer social media posts
u Question relatability of content (ages
31-44)
u Taco Bell has fast, fun food
u Tex-Mex on-the-go
u Reliable, delicious food for the whole family
KPIS: KEY SUPPORTING MESSAGES:
9
10. ONLINE BRAND PERSONAL AND VOICE
u ADJECTIVES THAT DESCIRBE OUR BRAND
* F U N * * F U N N Y * * C R E A T I V E * * F A S T * * F R I E N D L Y * * B O L D *
10
11. STRATEGIES AND TOOLS
u PAID:
u Boost popular Facebook posts every Tuesday (taco Tuesday).
u Paid promotional snapchat lenses
u OWNED:
u Increase activity on brand snapchat account (more story posting/
interaction with snapchat customers)
u Create Facebook posts targeted towards older customers (31-44)
with new, sharable content
u EARNED:
u Create social media Tuesday promotion across platforms for
reduced taco prices
u Create relationship with influencers to promote brand across all
platforms (in particular Snapchat and Instagram)
TOOLS:
APPROVED: REJECTED:
Hootsuite N/A
Buffer
11
12. STRATEGIES AND TOOLS
u EXISTING SUBSCRIPTIONS/ LICENSES
u Verified accounts
Facebook:
Snapchat:
Twitter:
Instagram:
12
13. TIMING AND KEY DATES
u KEY DATES
u Cinco de Mayo (May 5th)
u Valentine’s Day (who doesn’t love
tacos)
u National Taco Day (October 4th)
u INTERNAL EVENTS
u March 21st- Taco Bell Birthday
u April 1-20th- Taco Fundraiser
LEAD TIMES
12 P.M.- 2 P.M. (lunch rush)
4:30 P.M. -7 P.M. (dinner)
12 A.M.-3 A.M. (late crowd)
REPORTING DATES
The goals expressed in this document
should ideally all be finished within one
year. Reporting time to track progress
will occur once every four months to
stay up to date with current information
and reports.
13
14. SOCIAL MEDIA ROLES AND RESPONSIBLITIES
u SOCIAL MEDIA DIRECTOR:
u Oversees all social media accounts and published posts, has final approval over
all campaign strategy and implementation of new rules.
u SOCIAL MEDIA MANAGER:
u Oversees day-to-day social media services, handles crisis control, develops
campaign strategies
u SOCIAL MEDIA COORDINATOR:
u Helps to create and schedule content on a daily basis
14
15. SOCIAL MEDIA POLICY
It is important to follow this social media policy to avoid any inappropriate or off-brand social media
interactions. Two-way communication allowed through social media is an important part of our business
and we take it very seriously. This policy always come first and any failure to follow these guidelines could
jeopardize the reputation of our company and more importantly, our treasured relationship with our
customers.
• Hateful/ inappropriate language will not be tolerated
• We love to use humor in our posts BUT it must be
humor that is widely relatable and not at all offensive
• If a customer service need arises, attempt to help the
customer or direct them to where they could get
appropriate support
• Be polite to all, including competition
• Never post illegal material
• Remember you are posting from a professional
account, not your personal account. Always
keep the brand in mind
• If you are unsure, do not hesitate to ask for help
or clarification with your posts
15
16. CRITICAL RESPONSE PLAN
u SCENARIO ONE:
u Rumor of poor health standards or similar (false)
u MAKE SURE TO CONFIRM THAT RUMOR IS FALSE WITH HR
u TAKE INTO BRIEF ACCOUNT WHAT OTHER PEOPLE ARE SAYING ON SOCIAL MEDIA
ABOUT THE BRAND AND RUMORS
u SEND OUT PRE-APPROVED MESSAGE ON TWITTER AND FACEBOOK
u RESPOND TO ANY CUSTOMER QUESTIONS ON SOCIAL MEDIA CONCERNING THE
RUMOR
PRE-APPROVED RESPONSE: (optimized for Facebook and Twitter)
“We take our health standards (or insert other issue if necessary) very seriously. If you're
going to #LiveMás you need to put your health first. Happy to report no health standard
issues at Taco Bell.”
16
17. CRITICAL RESPONSE PLAN
u SCENARIO TWO:
u Inappropriate post to Facebook
u RECORD TIME POSTED AND EXACT MATERIAL OF POST
u DELETE POST ASAP
u CONTACT SOCIAL MEDIA DIRECTOR AND ALERT OF POST
u SOCIAL MEDIA DIRECTOR WILL COME UP WITH AN OFFICIAL APOLOGY POST
u IN THE MEAN TIME, RESPOND TO ANY CUSTOMERS WHO REACHED OUT DIRECTLY
WITH BELOW PRE-APPROVED MESSAGE
PRE-APPROVED MESSAGE:
"Our sincerest apologies! That post was not approved and we're working our hardest to fix
that problem.”
17
19. MEASUREMENT AND REPORTING RESULTS
u RESULTS ASSESSMENT: Follower count is up in all social media platforms. Increases in weekly
activity and more content posted resulted in higher engagement rates and follower counts.
u SENTIMENT ANALYSIS: An analysis was conducted of customer tweets, Facebook posts,
received Snapchats, and Instagram posts.
u Customer sentiment was overwhelmingly positive, and there was a particularly high rate of enjoyment from
our humorous posts. Positive sentiment mostly came from loyal customers, which is good but something
that we would like to also receive extensively from new and first-time customers.
u Negative sentiment was mainly focused on customers receiving a wrong order, which is something that
individual branches will need to work on.
u PROPOSED ACTIONS:
u Discontinue Pinterest account because of lack of audience and failure to grow; failure to
see any future benefits
u Continue to put out higher levels of content daily to foster more engagement and higher
follower counts
19