Taco Bell Social Media Report for Q4 2015

TACO BELL
Social Media
Report
Oct 01, 2015 - Dec 31, 2015

Taco Bell: Social Media Report
This report looks at how Taco Bell performed
on social media between October 1st –
December 31st, 2015.

Key Findings
Taco Bell’s 34 pieces of content that it published on Facebook were shared nearly
30,000 times by its 10.3 million fans.
The most engaging campaign that Taco Bell ran during the time period analyzed
was for the chance to win a gold Playstation 4.
Taco Bell had a lower Follower Growth Rate (3.4%) than the average in the
Restaurant & Cafe industry in North America (6.0%). It added 53,000 Followers
during this period.
It takes Taco Bell just 6 minutes on average to reply to a customer tweet not bad
considering it replied to over 478,000 tweets in the time period analyzed!

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Analysis of Taco Bell’s Facebook Page
Oct 01, 2015 - Dec 31, 2015

Brand Overview
FANS NEW FANS FAN GROWTH COUNTRY DEMOGRAPHICS
10,303,438 60,286 .59%
United
States
Mostly Young, Female
and Attached.
Taco Bell

Engagement Score Total Fan Posts
415 6,421
Total Posts Brand Response Rate
34 2.38%
Total Likes Avg. Reply Time
318,529 11 hrs, 30 mins
Total Comments General Sentiment
25,843 Neutral
Total Shares
29,435
Most Engaging Content Type
Recipes/Menu Updates
Least Engaging Content Type
Others
Most Prolific Content Type
Brand News
Most Engaging Campaign
LA Auto Show
Most Recent Campaign
#CUMMINSOON
BRAND POSTS FAN POSTS
Brand Overview
CONTENT & CAMPAIGNS

10,210K
10,215K
10,220K
10,225K
10,230K
10,235K
10,240K
10,245K
10,250K
10,255K
10,260K
10,265K
10,270K
10,275K
10,280K
10,285K
10,290K
10,295K
10,300K
10,305K
10,310K
1-Oct 15-Oct 29-Oct 12-Nov 26-Nov 10-Dec 24-Dec
Fan Growth
Total Fans
10,303,438
New Fans
60,286

Engagement
0
250
500
750
1,000
1,250
Taco Bell had an average engagement score of 415 and a highest of 980.

Community Analysis
Taco Bell fans are mostly Young, Female and Attached. Taco Bell fans are largely from United States followed by
Canada.
Fan Demographics Distribution of Fans
43%
57%
male female
0% 20% 40% 60% 80%
Below 21
21-30
31-40
41-50
51-60
Over 60
0% 10% 20% 30% 40% 50%
Single
In a Relationship
Engaged
Married
UnKnown
0K 4,000K 8,000K
United States
Canada
Mexico
Costa Rica
Guatemala
Philippines
Dominican Republic
Puerto Rico
India

0
1
1
2
2
3
Brand Posts
Top keywords used Frequency
Taco Bell 13
Homecoming 3
Feed 3
Rules 3
new Boss Wrap today 2

15%
85%
Brand Participation Brand Non Participation
29
Posititve Negative Neutral
Brand Posts - Engagement
Taco Bell responded to 5 conversations generated by the 34
Posts they published.
Taco Bell receives more positive than negative vibes from
comments on their Posts.
Brand Responses Sentiment of Brand Posts

Most Engaging Brand Posts
22-DEC-15, TUE 2:00PM
$1 Crunchwrap Sliders are back. Grab all
four today.
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
980 74,655 5,295 5,817 Uncategorized
27-OCT-15, TUE 5:20PM
Steak dinner for one. Try the new Boss
Wrap today.
05-NOV-15, THU 7:00AM
Today is the day. Wake up and get your
free A.M. Crunchwrap between 7-11 a.m.
at participating locat ..
ENGMT
.
LIKES COMMENTSSHARESSENTIMENT
953 76,420 3,038 3,269 Positive
ENGMT
.
LIKES COMMENTS SHARE
S
SENTIMENT
891 12,587 2,771 6,374 Positive

Brand Posts - Analysis
Brand Post Types Days of the week
0 5 10 15 20 25 30
0 200 400 600 800 1,000
Photos
Links
Videos
Plain Text
Polls
Number of Posts
Engagement Score
Engagement Score Number of Posts
0 2 4 6 8 10 12
0 200 400 600 800
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Number of Posts
Engagement Score

Top Keywords Used Frequency
Taco Bell 3264
time 602
food 593
order 572
one 501
User Posts
0
50
100
150
200
250
1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-
Nov
19-
Nov
26-
Nov
3-Dec 10-
Dec
17-
Dec
24-
Dec
31-
Dec
Positive Neutral Negative

Taco Bell responded to 153 conversations generated by the
6,421 Posts fans published.
Taco Bell appears to participate more when Fan conversations
have greater positive vibes than negative.
User Posts - Engagement
Brand Responses Sentiment
98%
Brand Participation Brand Non Participation
25%
15%
60%
Posititve Negative Neutral

Most of Taco Bell posts were around 'Engagement Oriented Posts', and posts around 'Recipes/Menu Updates' received
the highest engagement.
Content Intel
0 2 4 6 8 10 12 14 16
0 100 200 300 400 500 600 700 800 900 1000
Brand News
Special Offer
Others
Event
Recipes/Menu Updates
Contest
Question to fans
Corporate Social…
Facebook App
Ad Campaigns
Engagement Oriented…
Occasion specific…
Number of Posts
Engagement Score

There were no Brand Posts in the category Restaurant & Cafe
during this period.
In Taco Bell Posts about General Happenings, the category
Festival/Greetings received the highest engagement.
Content Intel
About Restaurant & Cafe About General Happenings
0 1
0 1
Fact
Others
Advice/Tips
Event
Question
News
Like…
Number of Posts
Engagement Score
0 1 2
0 20 40 60 80
On Sports
Others
On Social Media
Entertainment
Question to fans
Festival/Greetings
Current Affairs
Number of Posts
Engagement Score

Campaign Intel – 3 most recent campaigns
Oct 01, 2015 - Dec 31, 2015 Entire Campaign
0 1 2
0 200 400 600 800 1000
TACO BELL® AND
PLAYSTATION®
GAME
#TacoBellDelivery
TACO BELL® AND
PLAYSTATION®
GAME
Number of Posts
Engagement Score
0 1 2 3 4 5
0 200 400 600 800 1000
TACO BELL® AND
PLAYSTATION®
GAME
#TacoBellDelivery
TACO BELL® AND
PLAYSTATION®
GAME
Number of Posts
Engagement Score

Analysis of
Taco Bell
Twitter Account
Oct 01, 2015 - Dec 31, 2015

Brand Overview
FOLLOWERS NEW FOLLOWERS FOLLOWER
GROWTH
COUNTRY
1,650,655 53,717 3.36% United States
Taco Bell
@tacobell

Engagement Score
16
Total Proactive Tweets
4,138
Retweets Total
61
Replies Total
501,036
Favorites Total
92,461
Total Mention
660,324
Total Retweets
212,120
Total Replies
0
Response Rate (%)
72.41%
Average Reply Time (mins)
6
Most Engaging
#Friendsgiving (TG)
Most Recent
#Friendsgiving (TG)
BRAND TWEETS USER TWEETS
Brand Overview
BRAND CAMPAIGNS

1,570K
1,580K
1,590K
1,600K
1,610K
1,620K
1,630K
1,640K
1,650K
1,660K
Follower Growth
Total Followers
1,650,655
New Followers
53,717

0K
0K
0K
0K
0K
0K
0K
0K
0K
0K
Followee Growth
Total Followees
16
New Followees
0

Engagement
0
250
500
750
1,000
1,250
Taco Bell had an average engagement score of 16 and a highest of 1,000.

0
5
10
15
20
Proactive Tweets Retweets
Brand Tweets
Proactive Tweets Retweets
4138 61

�� What's #TacoEmojiEngine? Tweet
us a � + any other emoji to find
out. �� https://t.co/tioahCA0WC
09-Nov-15, Mon 09:04AM
ENGMT. FAV. REPLIES RETWEETS
1,000 3,628 19,220 1,423
Top Engaging Tweets
The #TacoEmojiEngine is live. Tweet us
a � + any other emoji and see
what we send you. https://t.co..
The key to more success is eating Taco
Bell.
08-Nov-15, Sun 10:47PM
1,000 3,019 12,188 897
18-Dec-15, Fri 11:30PM
990 4,088 149 3,886
Tweeted With
No Image

Posts with Hashtags engage the best. Those with Mentions are the most frequent
0 500 1000 1500 2000 2500 3000 3500 4000 4500
0 100 200 300 400 500 600 700 800 900
Links
Plain Text
Hashtags
Mentions
Number of Posts
Engagement Score
Engagement Score Number of Tweets
Brand Tweet Types

0 100000 200000 300000 400000 500000 600000
0 50000 100000 150000 200000 250000
#tacoemojiengine*
#royals*
#contest*
#tacobell*
#livemashysteria*
#funny*
#2016election*
#worldseries*
#friendsgiving*
#livemasfans*
User Tweets about Hashtag
Brand Tweets about Hashtag
Brand tweets User Tweets
Volume of Tweets with Hashtags

0
20000
40000
60000
80000
100000
120000
140000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov 15-Nov 20-Nov 25-Nov 30-Nov 5-Dec 10-Dec 15-Dec 20-Dec 25-Dec 30-Dec
tacoemojiengine royals contest tacobell livemashysteria
Spread of Hashtags by day

0 10 20 30 40 50 60 70 80 90
#tacoemojiengine*
#royals*
#livemasfans*
#funny*
#contest*
#worldseries*
#tacobell*
#friendsgiving*
#livemashysteria*
#2016election*
Engagement Score
Hashtags - Engagement

Average Response Rate : 72.41%
0
20000
40000
60000
80000
100000
120000
1-Oct
3-Oct
5-Oct
7-Oct
9-Oct
11-Oct
13-Oct
15-Oct
17-Oct
19-Oct
21-Oct
23-Oct
25-Oct
27-Oct
29-Oct
31-Oct
2-Nov
4-Nov
6-Nov
8-Nov
10-Nov
12-Nov
14-Nov
16-Nov
18-Nov
20-Nov
22-Nov
24-Nov
26-Nov
28-Nov
30-Nov
2-Dec
4-Dec
6-Dec
8-Dec
10-Dec
12-Dec
14-Dec
16-Dec
18-Dec
20-Dec
22-Dec
24-Dec
26-Dec
28-Dec
30-Dec
MentionsandReplies
Replies Mentions
Customer Service

Average Reply Time in mins
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
1-Oct 6-Oct 11-Oct 16-Oct 21-Oct 26-Oct 31-Oct 5-Nov 10-Nov15-Nov20-Nov25-Nov30-Nov 5-Dec 10-Dec15-Dec20-Dec25-Dec30-Dec
Customer Service

Positive Negative Neutral
Customer Service
REPLY ANALYSIS REPLY SENTIMENT
0
100000
200000
300000
400000
500000
600000
Request For
Direct
Message
Request For
Contact
Request For
View a Link
Request For
Email
Brand
Apology
Plain Text

0
20000
40000
60000
80000
100000
120000
140000
160000
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Replies Mentions
Day of the week

0
5000
10000
15000
20000
25000
30000
35000
40000
45000
50000
12:00 AM 2:00 AM 4:00 AM 6:00 AM 8:00 AM 10:00 AM 12:00 PM 2:00 PM 4:00 PM 6:00 PM 8:00 PM 10:00 PM
Replies Mentions
Time of the Day

Total number of Retweets : 212,120
-10,000
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Retweets of Brand Tweets Brand Tweets
Retweets

Total number of Mentions: 660,324
-20,000
0
20,000
40,000
60,000
80,000
100,000
120,000
Mentions Brand Tweets
Mentions

Influencers
Name Followers Tweets
NBA 18,892,245 2
MTV 13,330,963 1
People magazine 6,939,320 4
Perez Hilton 6,260,262 1
MLB 5,364,496 9
TOP 5 INFLUENCERS

This report was generated entirely
by the Unmetric Reporting Engine.
Create Your Free
Social Media Report Now

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Taco Bell Social Media Report for Q4 2015

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