This document outlines Taco Bell's social media strategy and objectives for 2017. The objectives are to increase engagement and traffic across platforms by 40% on Facebook, 30% on Instagram, and 20% on Twitter. The strategy involves capitalizing on holidays, boosting popular posts, and holding competitions and giveaways. Key dates include holidays and quarterly reporting in February, May, August, and November. Roles and responsibilities are defined, along with brand voice guidelines, critical response plans, and metrics for measuring performance.

1. Delaney Kline
2/13/17

2. TABLE OF CONTENTS
1 Executive Summary
2 Social Media Audit
3 Social Media Objectives
4 Online Brand Persona/Voice
5 Strategies & Tools
6 Timing and Key Dates
7 Social Media Roles/Responsibilities
8 Social Media Policy
9 Critical Response Plan
10 Measurement and Reporting Results

3. Executive Summary
 Taco Bell has built one of the restaurant industry’s
most highly competitive social media businesses. In
2017, our major social media objectives will include
higher revenues with greater social media
engagement and following.
 Two major plans for social media in 2017:
 Revamping our Facebook capabilities with Facebook
Live
 Allowing more traffic with competitions and prizes

4. Social Media Audit
 Following is an audit of Taco Bell’s social media presence
to date. It assesses the company’s strengths and targets
its weaknesses in order to improve in the following year.
 Taco Bell has the highest number of interactions on
Facebook, so we will use that to increase revenue, while
tending to other platforms.

5. Social Media Objectives
 In 2017, Taco Bell’s primary objective will be to increase
engagement and traffic online. We will do this by continuing to
build our relationship with our audience and tend to the millennial
relationship and foster an influence among the rest of our
customers.
 Some specific objectives include:
 Increase unique Facebook visitors by 40% by using Facebook Live
competitions/giveaways
 Increase Instagram following by 30% by capitalizing on major holidays and posting
at least twice a week.
 Increase Twitter mentions and followers by 20% in 6 months by speeding up
mention-response rate

6. Online Brand
Persona/Voice
 Adjectives that
describe the brand:
• Young
• Exciting
• Delicious
• Bold
When interacting with
customers
• Relatable
• Comedic
• Friendly
• Helpful

7. Online Persona

8. Strategies and Tools
 Paid: Every Thursday evening, boost the week’s popular
Facebook posts. Posts must have at least 25K reactions
and 80 shares.
 Owned: Promote Twitter activity through competition and
give-aways using promotion captions. Utilize Facebook
Live to reach audiences and promote “personable” social
media voice.
 Earned: Monitor Twitter in order to choose competition
hashtags that will boost social media traffic and visibility.
Approved Tools: Hootsuite
Existing Subscriptions: Viemo, Photoshop

9. Timing & Key Dates
 Holidays/ Events: Valentines Day, Labour Day (long
weekend), St. Patrick’s Day, Cinco De Mayo
 Reporting Dates: Reporting will occur once a quarter
in February, May, August & November.

10. Social Media Roles &
Responsibilities
 Marketing Director: Alisa Jarolem
 Social Media Manager: Delaney Kline
 Social Media Coordinator: Shir Ibgui
 Supporting Social Media Team:
• Trevin Lica (Customer support)
• Carly Bernstein (Videographer)

11. Social Media Policy
 Social media is a major pillar of the Taco Bell brand and an essential way for the
company to interact and promote products. As an employee and representative of
Taco Bell, you are expected to demonstrate ethics and etiquette both in the
workplace and online.
 Use common sense
 Be respectful
 Be helpful
 Provide solutions
 Go above and beyond
 Stay focused
 Share support and ideas for the company
 Ask questions- we’re here to help.

12. Critical Response Plan
 Scenario 1: Inappropriate tweet sent from @TacoBell
• Take a screen shot
• Send to Social Media Manager
• Delete Tweet
• Manager develops a follow-up tweet
• If there is a social response, Marketing Director will take over
• Contact HQ to see if disciplinary actions need to be taken

13.  Scenario 2: Handling a troublesome customer on
Twitter
• Assess the problem
• Provide solution
• Provide contact for higher authority
• Contact Media Coordinator.
• Follow-up to make sure the issue has been resolved
and offer a promise for better service

14. Measurement and
Reporting Results
 Quantitative KPI’s- reporting period 6 months

15. Measurement and
Reporting Results

16. Demographic Imagery