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

TACO BELL & FACEBOOK

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Page 1: TACO BELL & FACEBOOK

APSMM06 – 1ST ASSIGNMENT

Presentation By :

Dolly H Awati

(Mulund Centre – S13MMMMM01200)

Page 2: TACO BELL & FACEBOOK

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, The Cheesecake Factory and Starbucks Coffee also had multiple posts rise toward the top of the list.

Page 3: TACO BELL & FACEBOOK

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.

Page 4: TACO BELL & FACEBOOK

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

Page 5: TACO BELL & FACEBOOK

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.

A PICTURE WORTH OF THOUSAND’S LIKE

Rank: 1Taco Bell — May 2387,358 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!"

Page 6: TACO BELL & FACEBOOK

Rank: 3Buffalo Wild Wings — June 2759,198 likes, 2,203 comments"Who could use a drink right about now?"

Rank: 4Starbucks Coffee — May 2659,862 likes, 813 comments"Nothing like spending the weekend with the family!"

Rank: 8Dunkin' Donuts — June 2635,703 likes, 3,026 comments“Wish a Boston Kreme donut would land on your desk?"

Rank: 10Applebee's — June 2236,022 likes, 570 comments"'Like' this if you could use one of these today."

Rank: 12The Cheesecake Factory — June 2929,543 likes, 5,232 comments"Type 'Happy' below if a slice of this on a Friday makes you smile! [Chocolate Mousse Cheesecake]"

Rank: 29Domino's Pizza — June 2619,764 likes, 685 comments"BEST. THING. EVER. 'LIKE' if you could use a poolside pizza right now."

Rank: 2Pizza Hut — June 2562,661 likes, 6,725 comments"Amazing has arrived! Garlic Bread Pizza — hot melted cheese and pizza toppings on thick buttery garlic bread. Why didn't we think of this before?!?

Rank: 6Krispy Kreme — June 2239,358 likes, 1,585 comments"Dreaming of doughnuts? So are we."

Page 7: TACO BELL & FACEBOOK

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

Page 8: TACO BELL & FACEBOOK

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

FACEBOOK – TIMELINE FORMAT

Page 9: TACO BELL & FACEBOOK

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

Page 10: TACO BELL & FACEBOOK

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.

Page 11: TACO BELL & FACEBOOK

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.

Page 12: TACO BELL & FACEBOOK