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Social Media Strategy
Kimberly McVeigh
Table of Contents
1. Executive Summary
2. Social Media Audit
• Social Media Assessment
• Traffic Sources Assessment
• Audience Demographics Assessment
• Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona & Voice
5. Strategies & Tools
6. Timing & Key Dates
7. Social Media Roles & Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement & Reporting Results
Executive Summary
For 2017, our mission is to increase user interaction on our
current social media networks in order to increase brand loyalty
and awareness.
The primary focus will be on creating more interactive,
relationship-building content that will drive more traffic to our
website and mobile application.
Primary strategies:
1. Increase brand presence on social media platforms
2. Create engaging content that will drive relationships with
customers
Social Media Assessment
Social Media Assessment:
The highest engagement rate occurs on Snapchat. Twitter and Facebook are
noticeably lacking despite having a large number of followers and regular activity.
LinkedIn and Instagram don't have much activity.
Website Traffic Sources
Assessment
Traffic Sources Assessment:
Facebook currently is the biggest driver of traffic to our website. Twitter lags
closely behind. Instagram, LinkedIn, and Snapchat don't contribute much traffic.
Audience Demographics
Assessment
Audience Demographics Assessment:
Most of Taco Bell's audience are males between the ages of 18 & 30. They
primarily use Facebook & Twitter. Their needs include food that is cheap, fast, and
tasty.
Competitor Assessment 
Competitor Assessment:
These are some of Taco Bell's main competitors. All competitors post frequently
on their respective profiles and have decent engagement. They could improve by
further building relationships with followers as opposed to just advertising
products.
Social Media Objectives
In 2017, the primary goal of our social media strategy is to support
revenue goals by driving traffic to our website and mobile application
from our social channels. In order to do so, we will focus on
increasing audience engagement with relevant, relatable posts.
Specific Objectives:
1. Increase website & mobile application traffic by 20% via:
a. Increased use of brand hashtags on Twitter
b. Increased use of Snapchat for promotion
2. Increase social media presence & follower count by 15% in 6 mos. via:
a. Increased Instagram & Facebook posts to 1 per day
b. Increased number of interactive posts
Social Media Objectives
KPIs
1. Number of unique visits
from Twitter, Facebook, &
Instagram
2. Number of followers on
all platforms
3. Number of hashtags on
Twitter
4. Number of interactions
with Snapchat filter
Key Supporting
Messages
1. "Live Mas"
2. Fast, cheap, & delicious
Online Brand Persona & Voice
Adjectives that
describe Taco Bell:
1. Bold
2. Fun
3. Humorous
4. Delicious
5. Innovative
When interacting
with customers we
are:
1. Engaging
2. Friendly
3. Humorous
4. Helpful
Strategies & Tools
Paid:
1. Bi-weekly taco Tuesday
Snapchat filter promotion
2. Boost most
popular Facebook &
Twitter posts from the
week on the weekend to
increase interaction
Owned:
1. Continue current
#TacoEmojiEngine on
Twitter
2. Introduce
#TacoBellTuesday on
Twitter & Instagram
3. Promote all
hashtags across all
SM accounts
4. Introduce TacoBell
Snapchat account
Earned:
1. Offering coupon codes
for use on the mobile
application for orders
2. Encourage customers
to show how they
#LiveMas on Instagram &
Twitter, pick a winner for
Taco Bell catering
Tools:
Buffer, Hootsuite,
Youtube, Photoshop
Timing & Key Dates
Holiday Dates
Cinco De Mayo
May 5th
National Burrito Day
1st Thursday of April
National Taco Day
October 4th
Reporting will occur once a quarter in February, May, August and November.
Precise dates TBA.
Social Media Roles &
Responsibilties
Marketing Director:
Cheryl Gresham
Social Media Manager:
Erika Johnson
Social Media Coordinator:
Chris Crawford
Supporting Social Media Team Members:
Shannon Marsico (Social ads support)
Nichole Mendaris (Customer support - social
media)
Roles: Responsibilities:
Marketing Director:
Directs & oversees marketing policies, objectives, &
initiatives. Conducts market research & develops
marketing plans for specific products, services, or
business lines. Reviews changes to the marketplace &
industry & adjusts marketing plan accordingly. Social
Media Manager:
Manage social media marketing campaigns & day-to-
day activities. Develops relevant content target
customers.
Social Media Coordinator:
Assists SM Manager. Maintains Taco Bell's online
presence.
Supporting Social Media Team Members:
Assists the SM team overall with day-to-day activites
Social Media Policy
Stay out of trouble
If you're unsure, ask for help
Show concern & be helpful
Be respectful & polite to all
Use common sense
Be the solution, not the problem
With Social Media being so influential in this day and age, Taco Bell's Policy for
Social Media Etiquette is stringent and must be followed by all employees, or
corrective action must be taken. All customers deserve to be treated
respectfully. Therefore, here are some simple guidelines to follow for Taco Bell's
social media accounts:
Critical Response Plan
Scenario 2:
Inaapropriate tweet sent by @TacoBell
1. When the tweet is
reported:
- Screenshot the tweet
- Delete the tweet
- Alert SM Manager. If
unavabile, alert Marketing
Director
2. SM manager & Marketing
Director will dicuss impact
and discuss further action
3. Follow up tweet will be
developed & approved
4. If media has pick up the
tweet, team must manage
all contact
5. Poster will be
investigated and further
disciplinary action will be
determined
Scenario 1: Customer food-poisoning epidemic
1. Investigate situation
(What caused the sickness, how many
people, etc.)
2. SM Team will evaluate SM mentions of the
situation, handle all media contacts
3. Monitor the spread of the news.
4. Push positive/damage control messaging to
outlets as the news breaks on them
5. Evaluation as to whether a more official,
longer statement must be issued
6. SM team will continue to monitor situation
Measurement & Reporting 
Social Network Data
Overall, all social media accounts have had increased follower counts and
engagement rates due to our increase in weekly activity. Instagram has seen the
largest jump in number of posts per week. This has proven successful thus far.
Measurement & Reporting 
Website Traffic Sources Assesment
Our website traffic has increased overall. Our more frequent use of Snapchat filters
has proven effective as well as our increased use of hashtags (#TacoEmojiEngine &
#TacoBellTuesday) on Twitter and increased number of posts on Facebook.
Measurement & Reporting 
Proposed Action Items
Continue use of hashtags on Twitter
Continue Instagram #LiveMas Campaign
Continue offering coupons for use with online ordering
Consider new strategy for LinkedIn profile

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Taco Bell Social Media Strategy

  • 2. Table of Contents 1. Executive Summary 2. Social Media Audit • Social Media Assessment • Traffic Sources Assessment • Audience Demographics Assessment • Competitor Assessment 3. Social Media Objectives 4. Online Brand Persona & Voice 5. Strategies & Tools 6. Timing & Key Dates 7. Social Media Roles & Responsibilities 8. Social Media Policy 9. Critical Response Plan 10. Measurement & Reporting Results
  • 3. Executive Summary For 2017, our mission is to increase user interaction on our current social media networks in order to increase brand loyalty and awareness. The primary focus will be on creating more interactive, relationship-building content that will drive more traffic to our website and mobile application. Primary strategies: 1. Increase brand presence on social media platforms 2. Create engaging content that will drive relationships with customers
  • 4. Social Media Assessment Social Media Assessment: The highest engagement rate occurs on Snapchat. Twitter and Facebook are noticeably lacking despite having a large number of followers and regular activity. LinkedIn and Instagram don't have much activity.
  • 5. Website Traffic Sources Assessment Traffic Sources Assessment: Facebook currently is the biggest driver of traffic to our website. Twitter lags closely behind. Instagram, LinkedIn, and Snapchat don't contribute much traffic.
  • 6. Audience Demographics Assessment Audience Demographics Assessment: Most of Taco Bell's audience are males between the ages of 18 & 30. They primarily use Facebook & Twitter. Their needs include food that is cheap, fast, and tasty.
  • 7. Competitor Assessment  Competitor Assessment: These are some of Taco Bell's main competitors. All competitors post frequently on their respective profiles and have decent engagement. They could improve by further building relationships with followers as opposed to just advertising products.
  • 8. Social Media Objectives In 2017, the primary goal of our social media strategy is to support revenue goals by driving traffic to our website and mobile application from our social channels. In order to do so, we will focus on increasing audience engagement with relevant, relatable posts. Specific Objectives: 1. Increase website & mobile application traffic by 20% via: a. Increased use of brand hashtags on Twitter b. Increased use of Snapchat for promotion 2. Increase social media presence & follower count by 15% in 6 mos. via: a. Increased Instagram & Facebook posts to 1 per day b. Increased number of interactive posts
  • 9. Social Media Objectives KPIs 1. Number of unique visits from Twitter, Facebook, & Instagram 2. Number of followers on all platforms 3. Number of hashtags on Twitter 4. Number of interactions with Snapchat filter Key Supporting Messages 1. "Live Mas" 2. Fast, cheap, & delicious
  • 10. Online Brand Persona & Voice Adjectives that describe Taco Bell: 1. Bold 2. Fun 3. Humorous 4. Delicious 5. Innovative When interacting with customers we are: 1. Engaging 2. Friendly 3. Humorous 4. Helpful
  • 11. Strategies & Tools Paid: 1. Bi-weekly taco Tuesday Snapchat filter promotion 2. Boost most popular Facebook & Twitter posts from the week on the weekend to increase interaction Owned: 1. Continue current #TacoEmojiEngine on Twitter 2. Introduce #TacoBellTuesday on Twitter & Instagram 3. Promote all hashtags across all SM accounts 4. Introduce TacoBell Snapchat account Earned: 1. Offering coupon codes for use on the mobile application for orders 2. Encourage customers to show how they #LiveMas on Instagram & Twitter, pick a winner for Taco Bell catering Tools: Buffer, Hootsuite, Youtube, Photoshop
  • 12. Timing & Key Dates Holiday Dates Cinco De Mayo May 5th National Burrito Day 1st Thursday of April National Taco Day October 4th Reporting will occur once a quarter in February, May, August and November. Precise dates TBA.
  • 13. Social Media Roles & Responsibilties Marketing Director: Cheryl Gresham Social Media Manager: Erika Johnson Social Media Coordinator: Chris Crawford Supporting Social Media Team Members: Shannon Marsico (Social ads support) Nichole Mendaris (Customer support - social media) Roles: Responsibilities: Marketing Director: Directs & oversees marketing policies, objectives, & initiatives. Conducts market research & develops marketing plans for specific products, services, or business lines. Reviews changes to the marketplace & industry & adjusts marketing plan accordingly. Social Media Manager: Manage social media marketing campaigns & day-to- day activities. Develops relevant content target customers. Social Media Coordinator: Assists SM Manager. Maintains Taco Bell's online presence. Supporting Social Media Team Members: Assists the SM team overall with day-to-day activites
  • 14. Social Media Policy Stay out of trouble If you're unsure, ask for help Show concern & be helpful Be respectful & polite to all Use common sense Be the solution, not the problem With Social Media being so influential in this day and age, Taco Bell's Policy for Social Media Etiquette is stringent and must be followed by all employees, or corrective action must be taken. All customers deserve to be treated respectfully. Therefore, here are some simple guidelines to follow for Taco Bell's social media accounts:
  • 15. Critical Response Plan Scenario 2: Inaapropriate tweet sent by @TacoBell 1. When the tweet is reported: - Screenshot the tweet - Delete the tweet - Alert SM Manager. If unavabile, alert Marketing Director 2. SM manager & Marketing Director will dicuss impact and discuss further action 3. Follow up tweet will be developed & approved 4. If media has pick up the tweet, team must manage all contact 5. Poster will be investigated and further disciplinary action will be determined Scenario 1: Customer food-poisoning epidemic 1. Investigate situation (What caused the sickness, how many people, etc.) 2. SM Team will evaluate SM mentions of the situation, handle all media contacts 3. Monitor the spread of the news. 4. Push positive/damage control messaging to outlets as the news breaks on them 5. Evaluation as to whether a more official, longer statement must be issued 6. SM team will continue to monitor situation
  • 16. Measurement & Reporting  Social Network Data Overall, all social media accounts have had increased follower counts and engagement rates due to our increase in weekly activity. Instagram has seen the largest jump in number of posts per week. This has proven successful thus far.
  • 17. Measurement & Reporting  Website Traffic Sources Assesment Our website traffic has increased overall. Our more frequent use of Snapchat filters has proven effective as well as our increased use of hashtags (#TacoEmojiEngine & #TacoBellTuesday) on Twitter and increased number of posts on Facebook.
  • 18. Measurement & Reporting  Proposed Action Items Continue use of hashtags on Twitter Continue Instagram #LiveMas Campaign Continue offering coupons for use with online ordering Consider new strategy for LinkedIn profile