Taco Bell Social Media Report for Q4 2015

TACO BELLSocial 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

http://www.facebook.com/18595834696/posts/10153855895229697



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® ANDPLAYSTATION®

GAME

#TacoBellDelivery


GAME

Number of Posts

Engagement Score


0 1 2 3 4 5

0 200 400 600 800 1000


GAME

#TacoBellDelivery


GAME

Number of Posts

Engagement Score


Analysis of

Taco BellTwitter 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

http://www.twitter.com/tacobell/status/663718724197728256



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-O

ct

3-O

ct

5-O

ct

7-O

ct

9-O

ct

11-O

ct

13-O

ct

15-O

ct

17-O

ct

19-O

ct

21-O

ct

23-O

ct

25-O

ct

27-O

ct

29-O

ct

31-O

ct

2-N

ov

4-N

ov

6-N

ov

8-N

ov

10-N

ov

12-N

ov

14-N

ov

16-N

ov

18-N

ov

20-N

ov

22-N

ov

24-N

ov

26-N

ov

28-N

ov

30-N

ov

2-D

ec

4-D

ec

6-D

ec

8-D

ec

10-D

ec

12-D

ec

14-D

ec

16-D

ec

18-D

ec

20-D

ec

22-D

ec

24-D

ec

26-D

ec

28-D

ec

30-D

ec

Men

tio

ns a

nd

Rep

lies

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 ForDirect

Message

Request ForContact

Request ForView a Link

Request ForEmail

BrandApology

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.

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