1) Taco Bell had the most engaging Facebook posts in the second quarter based on metrics like likes, comments, and shares. They focused on visual posts that connected with their target audience in a unique way. 2) Fewer than 20% of the top 100 posts were straight promotions. Most asked users to like the brand's page first to ensure ongoing communication rather than one-time promotions. 3) Top performing posts highlighted menu innovations or brand positioning without direct calls to purchase, focusing more on engagement. Taco Bell's strategy of visual and unique posts aligned well with their brand image.

1. APSMM06 – 1ST ASSIGNMENT
Presentation By :
Dolly H Awati
(Mulund Centre – S13MMMMM01200)

2. A STUDY CONDUCTED BY EXPOIN – SOCIAL
MEDIA AND CONSULTING FIRM:
Analyzed 20 Restaurant companies producing industries 100 most-engaging
Face book posts in the second quarter based on the number of
likes, comments & shares.
Taco Bell stood the clear
leader for the period, though
Dunkin’Donuts, McDonald’s, T
he Cheesecake Factory and
Starbucks Coffee also had
multiple posts rise toward the
top of the list.

3. TACO BELLS’S CONNECTIVITY WITH USERS:
Inspite of having minimal Marketing Budget Taco Bell stood successful in
drawing long lasting impression on Face book and got connected with its
users.
Their Facebook pages should found a unique ways to connect with their fans.
Each of these pages has a strong sense of brand identity, as well as a good
understanding of the target audience.
Their Facebook pages today show how they have adapted to the digital age of
marketing.
Discovering how to reach and connect with a target audience through social
media was there key to success.

4. Restaurant Social Media Index
produced by Nation’s Restaurant News and Digital Co.
Expion found that fewer than 20 of the 100 most engaging Facebook posts from
the second quarter featured straight-up promotions such as buy-one-get-one
offers, discounts, sweepstakes or contests.
Expion says restaurant chains are now breaking through to Facebook
users with their posts
Social-media software and analytics firm Expion ranked restaurant brands'
Facebook posts from the second quarter by the amount of fan
comments, likes and shares, yielding a big win for Taco Bell, which had 18
of the 100 most-engaging posts. Below are highlights from the summer's top
performers

5. A PICTURE WORTH OF THOUSAND’S LIKE
The most engaging post overall, from Taco Bell on May 23, was a post in support of the
chain’s philanthropic effort aimed at preventing teens from dropping out of high
school, Graduate to Go. The post received more than 87,000 likes and 522
comments.
Rank: 1
Taco Bell — May 23
87,358 likes, 522
comments
"Did you know that 1 in
3 teens drop out of high
school every year? For
every 'like' on this
post, Taco Bell will
donate $5 to Graduate to
Go to help more teens
graduate high school.
Up to $1 million!"

6. Rank: 3 Rank: 4
Rank: 2
Buffalo Wild Starbucks Coffee Rank: 6
Pizza Hut — June 25 Krispy Kreme — June 22
Wings — June 27 — May 26
62,661 likes, 6,725 comments
59,198 59,862 likes, 813 39,358 likes, 1,585
"Amazing has arrived! Garlic Bread
likes, 2,203 comments comments
Pizza — hot melted cheese and pizza
comments "Nothing like "Dreaming of doughnuts? So
toppings on thick buttery garlic bread.
"Who could use a spending the are we."
Why didn't we think of this before?!?
drink right about weekend with the
now?" family!"
Rank: 12
Rank: 8 The Cheesecake Factory Rank: 29
Dunkin' Donuts — Rank: 10 — June 29 Domino's Pizza — June 26
June 26 Applebee's — 29,543 likes, 5,232 19,764 likes, 685
35,703 likes, 3,026 June 22 comments comments
comments 36,022 likes, 570 "Type 'Happy' below if a "BEST. THING. EVER.
“Wish a Boston comments slice of this on a Friday 'LIKE' if you could use a
Kreme donut would "'Like' this if you makes you smile! poolside pizza right now."
land on your desk?" could use one of [Chocolate Mousse
these today." Cheesecake]"

7. LIKES Taco Bell- 87,358
Pizza Hut- 62,661
Buffalo Wild Wings-
59198
Starbucks Coffee-
59862
Krispy Kreme-39358
Dunkin Donuts-35073
Applebee's-36022
Cheesecake Fctory-
29543
Dominos Pizza-19764

8. FACEBOOK – TIMELINE FORMAT
The Timeline format introduced by Facebook for all individual and brand
pages have changed the ways brands talk on the social network to get
engagement.
Brands now started using more pictures to leverage Timeline’s visual-heavy
focus, which has affected the kind of language restaurant chains use.
95% of the top 100 posts have an interesting photo, and it isn’t necessarily
studio photography

9. VISUAL ENGAGEMENT
Savvy chains like Taco Bell were using mix of professional food shots and
local-store shots [from consumers].” As such combinations are more sociable
and interesting.
If Taco Bell simply posted a
photo of the American flag, it
would not have resonated quite
as well as this imaginative visual
display

10. TACO BELL – UNIQUE & INTERESTING
Taco Bell’s each strategy is well suited
with the brand, its image, and its
message
Someone coming to Taco Bell, is
very well aware that they are relating
to a brand which always have
something unique and interesting to
convey and visualize.

11. Expion found that fewer than 20 of the 100 most engaging Facebook posts from
the second quarter featured straight-up promotions such as buy-one-get-one
offers, discounts, sweepstakes or contests.
Few promotional posts, nearly all asked the user to first like the brand’s
Facebook page, thus ensuring ongoing communication between the
restaurant and the customer.
The majority of engaging posts in this second-quarter study resulted from
brands talking about points of differentiation in their menus or their
positioning, just without an incentive to buy, such as a discount.