This document outlines Taco Bell's social media strategy. The objectives are to increase website traffic and followers across platforms. A social media audit found Twitter has the highest engagement. Strategies include paid ads, contests, and monitoring keywords. Roles and responsibilities are defined for social media managers. Metrics like followers, posts, and traffic will be reported monthly. Response plans address customer complaints and policy violations. The goal is more interactive content and conversations to support business goals.

1. TACO BELL
SOCIAL MEDIA
STRATEGY
A L E X A R O M A G N O L O
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2. TABLE OF CONTENTS
• Executive Summary......................................................................................................................... 3
• Social Media Audit........................................................................................................................... 4
• Social Media Objectives................................................................................................................. 8
• Online Brand Persona andVoice.................................................................................................. 10
• Strategies andTools......................................................................................................................... 13
• Key Dates andTiming..................................................................................................................... 14
• Social Media Roles and Responsibilities..................................................................................... 15
• Social Media Policy........................................................................................................................ 17
• Critical Response Plan................................................................................................................... 18
• Measurement and Reporting Results….................................................................................... 21
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3. EXECUTIVE SUMMARY
• Summary
Our major social media priorities for 2017 will be growing our online following and engaging
with our audience more.
The primary focus will be to support revenue goals through driving more traffic to our website
by sharing more engaging, relevant content and building deeper, long-lasting relationships.
• Two major social strategies will support this objective:
1. A plan to increase our number of weekly posts
2. Respond to mentions and comments to create conversations about our brand.
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4. SOCIAL MEDIA AUDIT
Social Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Facebook
https://www.facebook.co
m/tacobell/
9,867,931 7 posts per week 2%
Twitter
https://twitter.com/tacob
ell
1.8 million 7 posts per week 5%
LinkedIn
https://www.linkedin.com
/company-bet
a/3407?pathWildcard=33
470,7016
1 post per week 1%
Instagram
https://www.instagram.co
m/tacobell/
1 million 1 post per week 4%
Social Media Assessment Date: 2/07/17
Assessment Summary:
At the present time, the highest average engagement rate occurs on Twitter. Little interactions occur on
LinkedIn, and either the closing of that channel or the remodeling of that channel should be considered
moving forward.
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5. SOCIAL MEDIA AUDIT
• WebsiteTraffic Sources Assessment
Source Volume % of OverallTraffic Conversion Rate
Facebook 1,000 unique visits 12% 3.20%
Twitter 2,000 unique visits 25% 5.40%
LinkedIn 500 unique visits 8% 0.04%
Instagram 1,500 unique visits 17% 2%
Assessment Summary:
At the present time,Twitter is the biggest driver of traffic to our website.The converstion
rate is also the highest among social media platforms at 5.4%. LinkedIn's converstion rate is
low, and should be addressed.
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6. SOCIAL MEDIA AUDIT
• Audience Demographics Assessment
Age Distribution
Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
40% 18-30 52% female 50% Twitter 50% Facebook Feeding themselves
Hanging out with
friends
27% 31-40 48% male 35% Instagram 40% Twitter
18% 41-55 15% Facebook 10% Instagram
Assessment Summary:
An overwhelming majority of survey respondents are in the 18-30 age group.This is no surprise, asTaco Bell
aims to attract a younger demographic.Twitter and Instagram are their core social networks.To be fed is
their primary reason for visiting the restaurant.
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7. SOCIAL MEDIA AUDIT
• Competitor Assessment:
Competitor Name Social Media Profile Strengths Weaknesses
Chipotle Mexican Grill Twitter: @ChipotleTweets
Huge following, fun cover photo,
much engagement on all posts, very
responsive
Could follow more of its
followers...other than that it is very
good
McDonald's Facebook: @McDonaldsUS
Advertises products well, responds to
audience, clever ads
Could be a little more conversational
in engaging with audience
Wendy's Instagram: @wendys
Themed/continuous page, many
followers
Don't engage with followers enough
Assessment Summary:
The above analysis focused on three major competitors with a strong social presence on Twitter,
McDonald's andWendy's respectively.All three competitors had visually strong profiles and posted
interesting content.Their only struggles had to do with engaging with their respective audiences; they need
to respond to comments more. 7

8. SOCIAL MEDIA OBJECTIVES
• Overall Business Goals:
In 2017, the primary focus of our social media strategy will be to support revenue goals by
driving more traffic to our website from our social media channels. In order to do so, our social
media priorities will be to produce more interactive content that will spark conversations with
our audience. By posting content that our audience can participate in, we will draw more people
to our page and, consequently, to our website.
• Social Media Objectives to Support Business Goals:
1. Increase website traffic from social channels by 25% in 6 months via:
a.Twitter polls that will allow audience participation and engagement
b. Instagram photo contests where winning photo gets featured on website
2. Increase Facebook followers by 3,000 in 6 months to get closer to 1 million goal
3.Add visual content to every post on Facebook, Instagram and Twitter channels in 1 month
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9. SOCIAL MEDIA OBJECTIVES
• KPIs
Quantitative
1. Number of visitors from Facebook, Instagram,Twitter and LinkedIn
2. Number of monthly photo posts by Facebook, Instagram and Twitter
Qualitative
1. Sentiment analysis of social media interactions
• Key Supporting Messages:
1. Filling meals; you won't leave hungry
2. Fun place to gather with friends
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10. ONLINE BRAND PERSONA AND VOICE
• AdjectivesThat Describe Our Brand:
– Young
– Innovative
– Fun
– Humorous
– Surprising
– Efficient
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11. ONLINE BRAND PERSONA AND VOICE
• Examples of BrandVoice in Social Media Interactions:
Facebook Post
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12. ONLINE BRAND PERSONA AND VOICE
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Twitter post

13. STRATEGIES AND TOOLS
Strategies to Will Support Our Social Media Objectives
• Paid:
1. Pay for targeted Facebook and Twitter ads once a week to target new customers in the demographic that responds best to us
2. Boost best performing Facebook ads on Saturday mornings to extend reach
• Owned:
1. Introduce Twitter polls about products and issues to increase audience engagement
2. Introduce Instagram photo contest. Contestants take photos of new taco; winner gets photo posted on TB social networks and website
• Earned:
1. Monitor Facebook and Twitter for keywords such as "taco," ”Mexican food," "fast food," etc.
2. Partner with GoPro to produce videos of athletes eating Taco Bell before/while performing extreme sports to appeal to TB's young, fun,
and adventurous demographic
• Tools
Approved
• Hootsuite Buffer Rejected Sprout Social
• Existing Subscriptions/Licences:
• Photoshop InDesignVimeo
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14. KEY DATES AND TIMING
• Key Dates
– Cinco de Mayo
– Christmas
– Valentine's Day
• Internal Events
– June 21: First day of summer sales
– March 27: Charity Day - half of proceeds go to charity
• LeadTimes
– Allow 2 months to create/deploy content for each important date. Example: begin preparations for
Charity Day 2 months in advance
• Reporting Dates
– Reporting will occur on the 15th of every month.
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15. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Senior Director of Digital Marketing Platforms and Social Engagement:
Tressie Lieberman
• Responsibilities:
– Create content acrossTaco Bell's social media channels
– Delegate projects to the social media community manager
– Communicate with TB president and CEO to develop social media goals and strategies
– Establish annual budget for social media
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16. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Social Media Community Manager: Erika Johnson
• Responsibilities:
– Create content acrossTaco Bell's social media channels
– Deliver a consistent Taco Bell social media "voice" that uniquely speaks to the online audience
– Develop real-time activations by closely monitoring consumer conversation, emerging trends and social influencers on a
daily basis
– Work with ad agencies to launch digital marketing campaigns based around new products
– Community manager for Taco Bell'sTwitter, Facebook, Instagram andTumblr
– Coordinate monthly photo shoots for social assets
– Track monthly performance for Taco Bell's Facebook and Instagram
– Work with brand digital marketing, public relations and other departments to ensure cross platform alignment
– Organize monthly content calendar that is delivered to internal partners
– Help activate the brand at key sponsorships throughout the year like MTVVideo Music Awards
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17. SOCIAL MEDIA POLICY
• Taco Bell employees are expected to use common sense and good judgement in all social
media decisions.They must share only relevant content on all platforms and respect both their
peers and audience.The social media department must follow these simple guidelines:
– Do not use company social media for personal use
– Do share information about company products, events and promotions on personal social media
accounts
– Be polite and respectful in all social media interactions
– Respond to social media comments, mentions and relevant posts in a timely manner
– Address customer dissatisfaction on social media in a polite and helpful manner
• Failure to abide by these guidelines will result in a meeting with the president of Taco Bell to
discuss the employee's future at the company.
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18. CRITICAL RESPONSE PLAN
Scenario One - Dissatisfied customer posts slanderous comments aboutTaco Bell
• Action Steps
1. Screenshot slanderous post
2. Respond by expressing regret that they are dissatisfied, and offer compensation of some sort
• Pre-approved Messaging
– "We are sorry you were unhappy with our services.We are working to find a way to improve your
experience at Taco Bell."
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19. CRITICAL RESPONSE PLAN
ScenarioTwo –Taco Bell employee posts photo licking tacos at work on his personal social media
• Action Steps
1. Express regret for employee's actions
2. Fire employee
2.Assure customers that the employee is fired and the issue is taken care of
4. Remind all employees of social media policy and consequences for not abiding by that policy
• Pre-approved Messaging
– No pre-approved messaging; messages are case specific.
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20. CRITICAL RESPONSE PLAN
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• Contact Information
Owner Name Telephone Email
Marketing Director Kat Garcia 323-849-2048 kgarcia@taco.org
Senior Director of Digital
Marketing & Social Engagement
Tressie Lieberman 323-476-9748 tlieberman@taco.org
Social Media Manager Erika Johnson 323-483-9475 ejohnson@taco.org
PR Agency Edelman 718-438-8475 N/A

21. MEASUREMENT AND REPORTING
RESULTS
• Quantitative KPIs
Reporting period: 2 months
Data as of February 19, 2017
• Social network data
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Social Network URL Follower Count
Average Weekly
Activity
Average Engagement
Rate
Twitter
https://twitter.com/tacob
ell
1.95M 15 posts per week 10%
Facebook
https://www.facebook.co
m/tacobell/
13,398,398 10 posts per week 6%
Instagram
https://www.instagram.co
m/tacobell/
1.2M 1 post per week 4%
LinkedIn
https://www.linkedin.com
/company-beta/3407/
41,395 1 post per week 2%

22. MEASUREMENT AND REPORTING
RESULTS
• Website traffic data
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Source Volume % of OverallTraffic Conversion Rate
Twitter 12,485 unique visits 45% 4.30%
Facebook 9,939 unique visits 20% 2.10%
Instagram 3,929 unique visits 13% 0.06%
LinkedIn 4,473 unique visits 22% 1.02%

23. MEASUREMENT AND REPORTING
RESULTS
• Results Assessment:
All of our social media account followings have increased by a large margin.
Our social media team has added visuals to all of our posts and created more opportunities for
two-way conversations with our audience.
• Qualitative KPIs
– Sentiment Analysis:
We looked at 150 Facebook,Twitter and Instagram interactions and found:
Taco Bell's audience has a generally positive view of it. Most interactions are playful and encouraging.
Some dissatisfaction exists among customers, but our social media policy adequately covers how to
deal with such situations.
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