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Social Media Strategy by Meghan Pipa
Taco Bell
Table of Contents
➔ Executive Summary
➔ Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Customer Demographics Assessment
d. 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
Executive Summary
For 2017, our goal is to expand Taco Bell’s presence on social media and boost their brand reputation
through these platforms. We will focus on creating new and engaging content that will drive customers
and fans to the social media pages. In establishing this goal, we want the brand to build connections
with customers.
Primary strategies
1. Create and increase methods for delivering content to expand brand presence and reputation on
social media platforms.
2. Establish and escalate engagement with customers.
Social Media Audit
This audit is Taco Bell’s general social media data from January to February of 2017. The following
includes an evaluation of the restuarants social networks, web traffic, audience demographics, and a
competitor analysis.
Social Network URL
Follower
Count
Average Weekly
Activity
(from Jan-Feb 2017)
Average Engagement
Rate
(from Jan-Feb 2017)
Facebook https://www.facebook.com/tacobell/ 10.4M 3 posts per week 3%%
Instagram https://www.instagram.com/tacobell/ 1M 1 post per week 1.50%
Twitter https://twitter.com/tacobell 1.8M 8 posts per week 2%
LinkedIn
https://www.linkedin.com/company-b
eta/3407/ 37K 1 post per week 0%
The evaluation displays the total follower count, the average weekly activity on the social networks
through Jan-Feb 2017, and the average audience engagement rate for the same time period. Instagram
and LinkedIn are noticeably lacking in activity for these months.
Social Media Audit
Timeframe evaluation: January 2017 to February 2017
(With a little help
from your smart phone)Source Volume
% of Overall
Traffic
Conversion
Rate
Facebook 9,000 visits 28% 6%
Instagram 4,000 visits 11% 0.10%
Twitter 5,500 visits 5% 0.10%
LinkedIn 1000 visits 1.00% 0.10%
Facebook is the leading source for traffic and activity with a 17% higher traffic rate than Instagram.
Social Media Audit
Survey distributed in December 2016 via email. Total applicant responses: 9,500
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
18-30 59%
31-40 30%
41-55 9%
56-90 2%
Male 49%
Female 51%
Facebook 40%
Twitter 30%
Instagram 25%
LinkedIn 5%
Facebook 35%
Twitter 30%
Instagram 25%
LinkedIn 1%
Checking
news,
updates,
events
Checking
news,
updates,
events
Summary: The age group 18-30 overpowers the other age groups with a 29% lead. Facebook
and Twitter are the leading social network. The networks are primarily used for checking news,
updates, and events for Taco Bell.
Social Media Audit
Competitor Social Media Profile Strengths Weaknesses
Del Taco Facebook: Del Taco Posts are engaging and
have high response rates.
Visual and informative
content.
Low posting rate. Doesn’t
use Facebook live.
Burger King Twitter: Burger King Brand hashtag: #burgerking
used frequently by audience.
Tweets are active and
engaging.
Tweets are sometimes
irrelevant. Lacks visual aids.
Wendy’s Instagram: Wendy’s Brand hashtag: #wendys
used frequently by audience.
Good content
Low rate of retweets. Low
number of likes
These are Taco Bell’s main competitors. The chart shows the strengths and weaknesses of
each competitor's most popular social network. Each competitor strives in engaging content
but could improve with number of followers and posting consistency.
Social Media Objectives
Our target is to expand the social presence on Taco Bell’s current networks and to advance its brand
reputation. To fulfil these goals, new content will be created and disseminated through the networks. The
content will have an audience engagement focus and will enhance the brand’s reputation.
Specific Objectives:
1. Increase social presence and increase number of followers by 20% in 10 months.
● Create new and engaging content throughout all networks
● Create content that will increase traffic and followers.
2. Enhance brand’s reputation through all social networks
● Build stronger connections with audience
● Increase customer support
Social Media Objectives
KPIs
1. Number of increased followers on Facebook, Twitter, Instagram, and LinkedIn.
2. Number of mentions/hashtags on all social networks.
3. Number of retweets
Key Messages
● Fast and friendly Taco Bell experience
● Delicious mexican style food
● Las mas with tacos
Online Brand and Persona Voice
Adjectives that describe Taco Bell:
● Delicious
● Fast
● Enjoyable
When Interacting with customers we are:
● Friendly and polite
● Helpful and patient
Strategies and Tools
Paid: Boost every content every Wednesday that will increase traffic and followers on Facebook. The post
should reach 5,000 likes and generate 50 comments.
Owned: Build stronger connections with audience by using the hashtag #TacoBellTuesday on Twitter and
Instagram posts. Audience is to be encouraged to use hashtag to be considered a select winner for a free
taco. The hashtag should be promoted across all networks, the website, news releases, and Taco Bell selling
items.
Earned: Encourage audience to make funny 7-second long videos to be used as Taco Bell’s next
commercial. Videos are to be posted on Youtube and Facebook with the hashtag #LasMas.
Tools: Youtube, Hootsuite, Buffer
Timing and Key Dates
Important Dates:
Every Tuesday of the year
National Taco Day - October 4
Cinco de Mayo - May 5
Taco Bell’s birthday - March 21
Reporting Dates:
Reporting will start in the last 3 months (October, November, and December).
Social Media Roles and
Responsibilities
Marketing Director: Alice Brandt
Social Media Manager: Cody Danes
Social Media Coordinator: Emilia Fenton
Supporting Social Media Team Members:
Grant Henderson (customer support)
Ivan Jenkins (strategist)
Social Media Policy
With the power and influence of social media, our messages follow an ethical code of etiquette. It is vital to remember that
these networks are strictly used for interacting with Taco Bell’s audience and partners, and to share the company’s activities
and projects. All messages must abide by the rules of decency and respect. Taco Bell social media employees are expected
to demonstrate their understanding of these rules and obligations. The following is a guideline for employees:
● Be respectful and decent to all
● Show concern and be helpful
● Do not act insensitively to a situation
● Speak in plain and simple English
● Be kind and cooperative
●
● Do not act insensitively to a situation or customer
● Do not create a problem
● Do not use sensitive words and swearwords
● Do not use derogatory language towards the competitor
● Uncertainty calls for a second opinion
Social Media Policy
Taco Bell cares about its employees and customers. The company will not stand for any unethical behavior that does not
abide by the guidelines and policy. Breaching the social media policy may result in corrective action, employee suspension, or
ultimately, termination. The company reserves the right to take further action if need be. All questions and concerns regarding
the policy or guideline should be taken to your supervisor, manager, or HR.
Critical Response Plan
Scenario 1: Inappropriate Tweet message sent from @TacoBell
Action Plan: Inappropriate Tweet detection
1. Record Tweet message or take a screenshot of Tweet
2. Delete the message immediately
3. Notify Cody Danes (Social Media Manager) If unavailable, notify Alice Brandt (Marketing Director)
4. Danes teams up with Brandt to consider impact, severity, and audience reach of Tweet
5. Plan to disseminate a follow-up tweet
6. Follow-up Tweet to be approved by Brandt
7. Check to see if media has received Tweet. Have Brandt manage all direct contact.
8. Danes and Brandt to investigate employee responsible for posting the Tweet
9. Determine what action is to be implemented and if disciplinary action is needed
Pre-approved messaging: No pre-approved messaging for this scenario. See Danes and Brandt for details
Critical Response Plan
Scenario 2: Salmonella/Food Poisoning Outbreak
Action Plan: Determine if there is a real outbreak with Taco Bell food before moving forward.
1. Conduct in-depth questioning and assessments with cases
2. Collect clinical specimen data from infected cases
3. Analyze all factors related to outbreak
4. Prepare for an investigation of the outbreak location/s and collect contaminated food specimen
5. Formulate hypothesis and commence control over situation
6. Determine if an outbreak control team will be necessary
7. Consider how the company will assess the situation to the public and patients
8. Ensure that a response is timely (within 24 hours)
9. Ensure that the response is sensitive and apologetic
10. Ensure that the message appropriate and follows the social media policy
11. Ensure the public that the company is working to assess the situation
12. Use all social networks to the company’s advantage
13. Organize a social media team to respond to the public
14. Keep the public informed until the situation has been resolved
Critical Response Plan
Pre-approved messaging: Facebook and Twitter only. Check with Danes or Brandt
Facebook should be used for in-depth information/news updates, apologies. Twitter will be used to update news with links.
Facebook: “We are currently investigating the Salmonella outbreak. We will update information as needed.”
“Taco Bell would like to issue an apology to the patients and families, and to the public. We are working to resolve the issue
to ensure the safety of our customers. We value our customers and food and we will keep the general public informed on the
situation.”
Twitter: “Currently investigating the outbreak. We will update regularly”
Measurement and Reporting
Social Network Data
Timeframe: as of March 2017
Social Network URL Follower Count
Average Weekly Activity
(from Feb-Dec 2017)
Average Engagement Rate
(from Feb-Dec 2017)
Facebook https://www.facebook.com/tacobell/
12.7M
(22% growth)
8 posts per week
(167 % increase)
8%
Instagram https://www.instagram.com/tacobell/
1.1M
(14% growth)
5 post per week
(400 % increase) 6.5%
Twitter https://twitter.com/tacobell
2.2M
(25% growth)
9 posts per week
(12.5 % increase) 4%
LinkedIn
https://www.linkedin.com/company-beta/340
7/
44K
(2% growth)
3 post per week
(200 % increase) 0.5%
Measurement and Reporting
Quantitative KPIs
Reporting period: last 3 months
Social Media Traffic Sources Assessment
Timeframe: monthly average, March to December 2017
Source Volume % of Overall Traffic Conversion Rate
Facebook
13,500 visits
(50 % increase) 36% 10%
Instagram
5,200 visits
(30 % increase) 20% 0.15%
Twitter
7,700 visits
(40 % increase) 25% 0.50%
LinkedIn
1150 visits
(15 % increase) 1.5% 0.16%
Measurement and Reporting
● Facebook following grew by 4,500 visits.
● Instagram following grew by 1,200 visits.
● Twitter following grew by 2,700 visits.
● LinkedIn following grew by 150 visits.
These visits increased per day.
The social media content excelled at creating new and engaging content to reach more followers and increase interactions
on the social networks. They strategically used this content to engage audience conversation and increase number of
shares and retweets. Thanks to our hashtag campaigns, we were easily able to count the increase key message
mentions.
The brand reputation increased as a result of more timely and engaging customer support. Due to the lack of increase in
follows and mentions on the LinkedIn page, we will be taking a different route of action for the next social media strategy
operation.
Measurement and Reporting
Results Assessment
Facebook resulted in a 2% higher increase in followers than predicted. Twitter resulted in a 5% higher increase followers.
LinkedIn results were not up to standards. The hashtag campaigns resulted in an increase in brand awareness. The
hashtag #LasMas was mentioned a total of 84,500 times and #TacoBellTuesday was mentioned 48,000 times.
Qualitative KPIs
Sentiment Analysis
The analysis revealed that the increase in new and engaging content generated a positive impact on the audience. The
audience engaged in building connections with the company and shared the pages with their friends. Brand reputation
increased due to the expansion of Taco Bell’s social presence and increase in customer support.
The negative aspect is related to the slow almost to none increase of followers during the first 5 months of the plan.
LinkedIn also had little to no increase.
Measurement and Reporting
Proposed Action Items
Continue #LasMas and #TacoBellTuesday
Revise the Critical Response Plan guidelines
Reconsider a new plan of action for the LinkedIn page
Sources
http://www.userlogos.org/logo/karmody/05072010/tacobellcom

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Taco bell

  • 1. Social Media Strategy by Meghan Pipa Taco Bell
  • 2. Table of Contents ➔ Executive Summary ➔ Social Media Audit a. Social Media Assessment b. Traffic Sources Assessment c. Customer Demographics Assessment d. 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 For 2017, our goal is to expand Taco Bell’s presence on social media and boost their brand reputation through these platforms. We will focus on creating new and engaging content that will drive customers and fans to the social media pages. In establishing this goal, we want the brand to build connections with customers. Primary strategies 1. Create and increase methods for delivering content to expand brand presence and reputation on social media platforms. 2. Establish and escalate engagement with customers.
  • 4. Social Media Audit This audit is Taco Bell’s general social media data from January to February of 2017. The following includes an evaluation of the restuarants social networks, web traffic, audience demographics, and a competitor analysis. Social Network URL Follower Count Average Weekly Activity (from Jan-Feb 2017) Average Engagement Rate (from Jan-Feb 2017) Facebook https://www.facebook.com/tacobell/ 10.4M 3 posts per week 3%% Instagram https://www.instagram.com/tacobell/ 1M 1 post per week 1.50% Twitter https://twitter.com/tacobell 1.8M 8 posts per week 2% LinkedIn https://www.linkedin.com/company-b eta/3407/ 37K 1 post per week 0% The evaluation displays the total follower count, the average weekly activity on the social networks through Jan-Feb 2017, and the average audience engagement rate for the same time period. Instagram and LinkedIn are noticeably lacking in activity for these months.
  • 5. Social Media Audit Timeframe evaluation: January 2017 to February 2017 (With a little help from your smart phone)Source Volume % of Overall Traffic Conversion Rate Facebook 9,000 visits 28% 6% Instagram 4,000 visits 11% 0.10% Twitter 5,500 visits 5% 0.10% LinkedIn 1000 visits 1.00% 0.10% Facebook is the leading source for traffic and activity with a 17% higher traffic rate than Instagram.
  • 6. Social Media Audit Survey distributed in December 2016 via email. Total applicant responses: 9,500 Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 18-30 59% 31-40 30% 41-55 9% 56-90 2% Male 49% Female 51% Facebook 40% Twitter 30% Instagram 25% LinkedIn 5% Facebook 35% Twitter 30% Instagram 25% LinkedIn 1% Checking news, updates, events Checking news, updates, events Summary: The age group 18-30 overpowers the other age groups with a 29% lead. Facebook and Twitter are the leading social network. The networks are primarily used for checking news, updates, and events for Taco Bell.
  • 7. Social Media Audit Competitor Social Media Profile Strengths Weaknesses Del Taco Facebook: Del Taco Posts are engaging and have high response rates. Visual and informative content. Low posting rate. Doesn’t use Facebook live. Burger King Twitter: Burger King Brand hashtag: #burgerking used frequently by audience. Tweets are active and engaging. Tweets are sometimes irrelevant. Lacks visual aids. Wendy’s Instagram: Wendy’s Brand hashtag: #wendys used frequently by audience. Good content Low rate of retweets. Low number of likes These are Taco Bell’s main competitors. The chart shows the strengths and weaknesses of each competitor's most popular social network. Each competitor strives in engaging content but could improve with number of followers and posting consistency.
  • 8. Social Media Objectives Our target is to expand the social presence on Taco Bell’s current networks and to advance its brand reputation. To fulfil these goals, new content will be created and disseminated through the networks. The content will have an audience engagement focus and will enhance the brand’s reputation. Specific Objectives: 1. Increase social presence and increase number of followers by 20% in 10 months. ● Create new and engaging content throughout all networks ● Create content that will increase traffic and followers. 2. Enhance brand’s reputation through all social networks ● Build stronger connections with audience ● Increase customer support
  • 9. Social Media Objectives KPIs 1. Number of increased followers on Facebook, Twitter, Instagram, and LinkedIn. 2. Number of mentions/hashtags on all social networks. 3. Number of retweets Key Messages ● Fast and friendly Taco Bell experience ● Delicious mexican style food ● Las mas with tacos
  • 10. Online Brand and Persona Voice Adjectives that describe Taco Bell: ● Delicious ● Fast ● Enjoyable When Interacting with customers we are: ● Friendly and polite ● Helpful and patient
  • 11. Strategies and Tools Paid: Boost every content every Wednesday that will increase traffic and followers on Facebook. The post should reach 5,000 likes and generate 50 comments. Owned: Build stronger connections with audience by using the hashtag #TacoBellTuesday on Twitter and Instagram posts. Audience is to be encouraged to use hashtag to be considered a select winner for a free taco. The hashtag should be promoted across all networks, the website, news releases, and Taco Bell selling items. Earned: Encourage audience to make funny 7-second long videos to be used as Taco Bell’s next commercial. Videos are to be posted on Youtube and Facebook with the hashtag #LasMas. Tools: Youtube, Hootsuite, Buffer
  • 12. Timing and Key Dates Important Dates: Every Tuesday of the year National Taco Day - October 4 Cinco de Mayo - May 5 Taco Bell’s birthday - March 21 Reporting Dates: Reporting will start in the last 3 months (October, November, and December).
  • 13. Social Media Roles and Responsibilities Marketing Director: Alice Brandt Social Media Manager: Cody Danes Social Media Coordinator: Emilia Fenton Supporting Social Media Team Members: Grant Henderson (customer support) Ivan Jenkins (strategist)
  • 14. Social Media Policy With the power and influence of social media, our messages follow an ethical code of etiquette. It is vital to remember that these networks are strictly used for interacting with Taco Bell’s audience and partners, and to share the company’s activities and projects. All messages must abide by the rules of decency and respect. Taco Bell social media employees are expected to demonstrate their understanding of these rules and obligations. The following is a guideline for employees: ● Be respectful and decent to all ● Show concern and be helpful ● Do not act insensitively to a situation ● Speak in plain and simple English ● Be kind and cooperative ● ● Do not act insensitively to a situation or customer ● Do not create a problem ● Do not use sensitive words and swearwords ● Do not use derogatory language towards the competitor ● Uncertainty calls for a second opinion
  • 15. Social Media Policy Taco Bell cares about its employees and customers. The company will not stand for any unethical behavior that does not abide by the guidelines and policy. Breaching the social media policy may result in corrective action, employee suspension, or ultimately, termination. The company reserves the right to take further action if need be. All questions and concerns regarding the policy or guideline should be taken to your supervisor, manager, or HR.
  • 16. Critical Response Plan Scenario 1: Inappropriate Tweet message sent from @TacoBell Action Plan: Inappropriate Tweet detection 1. Record Tweet message or take a screenshot of Tweet 2. Delete the message immediately 3. Notify Cody Danes (Social Media Manager) If unavailable, notify Alice Brandt (Marketing Director) 4. Danes teams up with Brandt to consider impact, severity, and audience reach of Tweet 5. Plan to disseminate a follow-up tweet 6. Follow-up Tweet to be approved by Brandt 7. Check to see if media has received Tweet. Have Brandt manage all direct contact. 8. Danes and Brandt to investigate employee responsible for posting the Tweet 9. Determine what action is to be implemented and if disciplinary action is needed Pre-approved messaging: No pre-approved messaging for this scenario. See Danes and Brandt for details
  • 17. Critical Response Plan Scenario 2: Salmonella/Food Poisoning Outbreak Action Plan: Determine if there is a real outbreak with Taco Bell food before moving forward. 1. Conduct in-depth questioning and assessments with cases 2. Collect clinical specimen data from infected cases 3. Analyze all factors related to outbreak 4. Prepare for an investigation of the outbreak location/s and collect contaminated food specimen 5. Formulate hypothesis and commence control over situation 6. Determine if an outbreak control team will be necessary 7. Consider how the company will assess the situation to the public and patients 8. Ensure that a response is timely (within 24 hours) 9. Ensure that the response is sensitive and apologetic 10. Ensure that the message appropriate and follows the social media policy 11. Ensure the public that the company is working to assess the situation 12. Use all social networks to the company’s advantage 13. Organize a social media team to respond to the public 14. Keep the public informed until the situation has been resolved
  • 18. Critical Response Plan Pre-approved messaging: Facebook and Twitter only. Check with Danes or Brandt Facebook should be used for in-depth information/news updates, apologies. Twitter will be used to update news with links. Facebook: “We are currently investigating the Salmonella outbreak. We will update information as needed.” “Taco Bell would like to issue an apology to the patients and families, and to the public. We are working to resolve the issue to ensure the safety of our customers. We value our customers and food and we will keep the general public informed on the situation.” Twitter: “Currently investigating the outbreak. We will update regularly”
  • 19. Measurement and Reporting Social Network Data Timeframe: as of March 2017 Social Network URL Follower Count Average Weekly Activity (from Feb-Dec 2017) Average Engagement Rate (from Feb-Dec 2017) Facebook https://www.facebook.com/tacobell/ 12.7M (22% growth) 8 posts per week (167 % increase) 8% Instagram https://www.instagram.com/tacobell/ 1.1M (14% growth) 5 post per week (400 % increase) 6.5% Twitter https://twitter.com/tacobell 2.2M (25% growth) 9 posts per week (12.5 % increase) 4% LinkedIn https://www.linkedin.com/company-beta/340 7/ 44K (2% growth) 3 post per week (200 % increase) 0.5%
  • 20. Measurement and Reporting Quantitative KPIs Reporting period: last 3 months Social Media Traffic Sources Assessment Timeframe: monthly average, March to December 2017 Source Volume % of Overall Traffic Conversion Rate Facebook 13,500 visits (50 % increase) 36% 10% Instagram 5,200 visits (30 % increase) 20% 0.15% Twitter 7,700 visits (40 % increase) 25% 0.50% LinkedIn 1150 visits (15 % increase) 1.5% 0.16%
  • 21. Measurement and Reporting ● Facebook following grew by 4,500 visits. ● Instagram following grew by 1,200 visits. ● Twitter following grew by 2,700 visits. ● LinkedIn following grew by 150 visits. These visits increased per day. The social media content excelled at creating new and engaging content to reach more followers and increase interactions on the social networks. They strategically used this content to engage audience conversation and increase number of shares and retweets. Thanks to our hashtag campaigns, we were easily able to count the increase key message mentions. The brand reputation increased as a result of more timely and engaging customer support. Due to the lack of increase in follows and mentions on the LinkedIn page, we will be taking a different route of action for the next social media strategy operation.
  • 22. Measurement and Reporting Results Assessment Facebook resulted in a 2% higher increase in followers than predicted. Twitter resulted in a 5% higher increase followers. LinkedIn results were not up to standards. The hashtag campaigns resulted in an increase in brand awareness. The hashtag #LasMas was mentioned a total of 84,500 times and #TacoBellTuesday was mentioned 48,000 times. Qualitative KPIs Sentiment Analysis The analysis revealed that the increase in new and engaging content generated a positive impact on the audience. The audience engaged in building connections with the company and shared the pages with their friends. Brand reputation increased due to the expansion of Taco Bell’s social presence and increase in customer support. The negative aspect is related to the slow almost to none increase of followers during the first 5 months of the plan. LinkedIn also had little to no increase.
  • 23. Measurement and Reporting Proposed Action Items Continue #LasMas and #TacoBellTuesday Revise the Critical Response Plan guidelines Reconsider a new plan of action for the LinkedIn page