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Social Media Strategy Taco Bell
By: Weston Hucknall
2/16/17
Table of Contents: • Slide 3) Executive Summary
• Slide 4) Social Media Audit • Slide 5) Social Media Assessment • Slide 6) Website Traffic Sources Assessment • Slide 7) Customer Demographic Assessment • Slide 8) Competitor Assessment
• Slide 9) Social Media Objectives
• Slide 10) Online Brand Persona and Voice
• Slide 11) Strategies and Tools
• Slide 12) Timing and Key Dates
• Slide 13) Social Media Roles and Responsibilities
• Slide 14) Social Media Policy
• Slide 15) Critical Response Plan
• Slide 16) Measurement and Reporting Results
Executive Summary
• Our major social media priorities for 2017 will be to implement more ways to engage consumers and expand our online presence/brand personality
• The primary focus will be to support revenue goals through driving more traffic to our restaurants by engaging with social audiences and posting internal content.
• Two major social strategies:
• 1) Increase the amount of content we publish
• 2) Interact more with customers who engage with us and encourage conversations
Social Media Audit
Social Media Assessment
Social Network
URL Follower Count Average Weekly Activity
Average Engagement Rate
Facebook https://www.facebook.com/tacobell/
10.5M likes 2 posts per week 10%
Instagram https://www.instagram.com/tacobell/?hl=en
1m followers 1 post per week 3.31%
Twitter https://twitter.com/tacobell 1.8M followers 8 posts per week 20%
LinkedIn https://www.linkedin.com/company/taco-bell
37,216 followers 1 post per month 0.1%
Website Traffic Assessment
Source Volume Percentage of Overall Traffic
Conversion Rate
Facebook 14,000 unique visits 42% 8%
Instagram 1,000 unique visits 3% 1.6%
Twitter 2,000 unique visits 6% 4%
LinkedIn 200 unique visits .6% .2%
Customer Demographic Assessment
Age Distribution Gender Distribution
Primary Social Network
Secondary Social Network
Primary Need Secondary Need
65%18-30
45% Female
40%Facebook
45%Instagram
Having fun with friends whiledocumenting
Eating food that is both affordable
20%31-40
55% Male 35%Instagram
30% Facebook
the experience via social media.
and delicious.
10%41-55
15%Snapchat
20%Snapchat
5%56-80
10%Twitter
5%Twitter
Competition Assessment
Competitor Name Social Media Profile Strengths Weaknesses
McDonald’s Twitter Funny, relevant posts on holidays
Not extremely responsive to followers
Wendy’s Instagram Professional and vibrant visuals that appeal to customers.
Not a lot of customer to business engagement
Chick-fil-a Facebook Posts a lot of videos, very personal and relatable posts. Very interactive with customers.
Some negative feedback about food posted on Facebook page by customers for all to see.
Social Media Objectives
• Objectives:
• 1) Increase unique visitors
• Likes on Facebook by 15% in 6 months
• Followers on Instagram by 5% in 6 months
• Followers on Twitter by 10% in 6 months
• 2) Increase visual content published on Facebook, Instagram and Twitter by 30% in 6 months
Online Brand Persona and Voice
• Adjectives that describe our brand:
• Bold
• Quirky
• Edgy
• Outgoing
• When interacting with customers we are:
• Witty
• Inviting
• Amusing/entertaining
• Polite
Strategies and Tools • Paid:
• Every Friday, we will boost a popular organic Facebook post and turn it into a sponsored post. The organic post must have had at least 75 likes as well as 5 comments.
• Every Wednesday, we will purchase an Instagram ad that will promote the brand and invite people to come try our meals.
• Owned:• Introduce the use of #TacoBoutIt on Facebook, Twitter and Instagram posts when something worth
mentioning happens or will happen; ex: when a sale is occurring or a new food product is being released.
• Earned: • Monitor Twitter for keywords and terms: tacos, craving, Taco Bell and give out free meals/coupons
to people who post about wanting Taco Bell • Retweet positive customer tweets/reviews
• Tools:
• Hootsuite
• Iconosquare (third-party Instagram analytics)
Timing and Key Dates
• Holiday Dates:
• Halloween
• Thanksgiving
• Christmas
• Cinco De Mayo
• Internal Events:
• Taco Tuesday
• National Taco Day
• Reporting Dates:
• Reporting will occur after the 6 month period of January-June 2017. Precise dates TBA
Social Media Roles and Responsibilities
• Director of Brand Marketing: Taylor Montgomery
• Global Marketing and Digital Director: Shivram Vaideeswaran
• Senior Social Media Coordinator: Chris Crawford
• Social Media Community Manager: Billy Grenham
• Paid Social Media Manager: David Garcia
• Social & Digital Experience Manager: Jozlynn Rush
Social Media Policy
• Employees are expected to follow these guidelines and practices at all times: • Be ethical!
• Be polite to customers
• Do not initiate arguments with customers or other employees
• Be helpful; your role is to assist the customer and answer any questions they may have
• Do not talk negatively about the competition
• Not following policy or posting unethically/ negatively about the company may result in punishment or termination. Any questions should be referred to your Manager or HR department.
Critical Response Plan
• Scenario 1: Inappropriate tweet sent from employee
• Take screenshot of tweet
• Delete tweet
• Alert Senior Social Media Coordinator, Chris Crawford
• Discuss impact and reach, and evaluate further action
• Chris or Paid Social Media Manager, David Garcia comes creates appropriate follow up tweet, whether it is a public apology or explanation
• Director of Brand Marketing, Taylor Montgomery syncs with employee responsible to see if disciplinary action is required.
Measurement and Reporting Results
Quantitative KPIs Website Traffic Source Assessment:
Source Volume Percent of Overall Traffic Converstion Rate
Facebook 3,000 unique visits +17% growth
40% 10%
Instagram 1,200 unique visits +7% growth
3.5% 1.8%
Twitter 2,600 unique visits +22% growth
7.8% 5%
Quantitative KPIsSocial Network Data:
Social Network URL Follower Count Average Weekly Activity
Average Engagement Rate
Facebook https://www.facebook.com/tacobell/
11 million+14% growth
2.2 million +12% growth
12%+10% growth
Twitter https://twitter.com/tacobell
2 million +9% growth
3 million +12% growth
30%+10 % growth
Instagram https://www.instagram.com/tacobell/?hl=en
1.08 +8% growth
1.5 million +8% growth
4%98% growth
LinkedIn https://www.linkedin.com/company/taco-bell
30,000+7% growth
42,000+9% growth
.3%+160% growth
#TacoBoutIt Hashtag Performance
• In the 6 month period of January-June 2017, #TacoBoutIt was mentioned 2,000 times on Facebook, 1,500 times on Instagram and 3,300 times on Twitter.
• Instagram posts with the hashtag yielded higher than average numbers of comment interactions.
Qualitative KPIs and Proposed Action Items
• Sentiment Analysis: An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following:
• Positive sentiment from customers included shout outs, sharing photos and stories, pictures of customers eating Taco Bell food and use of GIFS.
• Negative sentiment from customers was related to weak customer service and lack of cleanliness in certain restaurants.
• Proposed Action Items:
• Continue the #TacoBoutIt campaign
• Hire a social media coordinator for Instagram and Facebook to beat out and dominate competing fast food chains
