2. Proposed Action
• Keep innovating the social media plan by keeping up with trends and staying up to date to
keep customers engaged
• Keep the customers guessing what your next move whether it's food or the next joke cracked
on twitter keep it going
• Engage in other forms of media that aren't used as much Snapchat and Instagram are good
examples
• Look into ways to improve The Taco Bell Foundation on media platforms
3. Table of Contents
• Executive Summary
• Social Media Audit
-Social Media Traffic
-Website Traffic
-Audience
-Competitors
• Social Media Objectives
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting Results
4. Executive Summary
Our social media priorities for 2017 is to continue and strength our unique platform we created that is based off of
being yourself in order to innovate and attract consumers.
The main focus is to attract customers of all ages and present to the public that our product is yes great for the
younger generation but it should be versatile for everyone. We will do thing like higher someone to create ads and
certain promotions on topics that are relevant to all ages with a humorous twist.
Two Major social strategies that will support this objective:
1. It's important to listen and compare what competitors are doing to reach their customers and to see if it works and
if before creating an ad or promotions if something similar was done and can improve it.
2. It is also important to an analyze your audience and create the one thing that sets you apart and for Taco Bell that is
using originality and being yourself.
5. Social Media Audit: Social Media Assessment
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement
Twitter
Twitter.com/Taco
Bell
1,803,175 2-3 15%
Facebook Facebook.com/Tacob
ell/
10,448,707 9-10 7%
Instagram Instagram.com/Taco
bell
1 million 24-25 14%
LinkedIn LinkedIn.com/compa
ny/taco-bell
37,244 1-2 .05%
6. Social Media Assessment
Even though Facebook has the largest amount of followers of Taco Bell social media sites, Twitter is the one with the
most praise and levels of interaction and a strong following for twitter user.Both Facebook and Linkedin has the
smallest following but also not a major form of media that one would want to pursue on with a following
7. Social Media Audit Website Traffic
Source Volume % of Overall Traffic Conversion Rate
Twitter 3,3000 18% 3%
Facebook 5,500 20% 5%
Instagram 1,500 8% .150%
LinkedIn 60 25 .20
8. Social Media Audience
Age
Distributio
Gender
Distributio
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Needs
70% 18-30 40% female Facebook(5
0%)
Twitter 40% Entertainm
ent and
social
media for
all ages
Reaching
out to the
adult and
senior aged
consume
20% 31-40 60% male Facebook(3
0%)
Twitter
(20%)
8% 41-55 Facebook
(20%)
Instagram
(10%)
2% 56-60
The respondents from the survey varied, what I noticed is the young adult age group (18-30) had
the most social media traffic on Facebook and twitter. Taco Bell ads humor and entertainment
trends to their ads which is great for young adults that keep up with that but may need to reach
out to the middle age and elderly group a little more.
9. Social Media Competitors
@KFC
https://www.faceboo
k.com/KFC/
Strengths:
• Responds Quickly
• Funny
• Strong following basis on
Facebook and Twitter
• Uses funny memes and gifs
Weaknesses:
• SM looks generic almost like a
robot
• Only responds to people with
issues on food nothing else
@Dominos
https://www.facebook
.com/Dominos/
Strengths:
• Advertises with pictures and deals
• Facebook Messanger
• Has a strong header on twitter
• Uses hashtags to win prizes
• Tweet an order
Weaknesses:
• Tweets look generic, not a person
but a machine.
• Similar to other companies
@PizzaHut
https://www.facebook
.com/pizzahutus/?bra
nd_redir=321935321
302049
Strengths:
• Responds Quickly
• Checks back on people
• Advertises deals with pictures
• Strong following on Facebook
and Twitter
Weaknesses:
• Same Responses
• Needs more excitement attraction
10. Social Media Objectives
The primary focus of the year is going to be optimizing our social media strategy is going to be
focusing on all age demographics in order to reach consumers in a funny yet relatable way that
will make Taco Bell desirable next time they are getting fast food. In order to achieve this goal,
Taco Bell must look into the social media and trending topics for all age groups in order increase
the chances of attracting more consumers.
11. Social Media Objectives: Specific
Objectives
• Keep up innovating the Social Media strategy that garnered nearly 10.4 million Facebook Fans and 1.7
million Twitter Followers
• Make relations with other social channels to properly promote them (Snapchat, Instagram, Facebook Food
Pages)
• Reach out to a middle age and elderly demographic in order to make post and advertising relatable for all
ages.
• Increase awareness for the Taco Bell Foundation is an eduction charity helps America's young people
pursue educational goals beyond a high school diploma.
• Have certain post on media be aimed about this maybe a video or a story link about an employer of Taco
Bell benefited or just a person to have a voice.
• Use Buffer to schedule have certain generic post that maybe aren't as personalized but just to have
something posted when someone is away from the Twitter off Facebook.
12. Social Media Objectives:KPI's
• Using Buffer to schedule post 6 times a week about various information and deals that are happening.
• Taco Bell is known for always having something new and crazy make sure to hype them up
• Use Hashtags on all forms of medias to get it trending
• Use Instagram more adding 4 post at least a week
13. Online Branding Persona and Voice
Humorous
• Post are always funny
content that make you
have to read twice or
share with someone.
Keeps up with Media
trends
• Responds with Gifs,
Memes and other
online items that are
relatable to the
audience
14. Online Brand Persona and Voice
Innovative
There is always
something news and
crazy that Taco Bell's
comes up with and
markets so well
Praise
Taco Bell is knows for being there self on
media many people hide their personality
for work reason but as it's been proved their
method worked.
15. Online Brand Persona
Friendly and happy to help
quickly and efficiently
Taco Bell is always quick to
respond positively and even
with a com back sometimes
it's very unique and re-fleshing
way to connect with the
consumers.
In the tweets next to you it was
within minutes of responding that
the person got a response with a
unique meme that they decided to
send.
16. Strategies and Tools
Trending
• Make sure at least once a week to make a hashtag that gets people talking on a subject or a product that’s
coming out
Scheduled Post on Hootsuite or Buffer (paid)
• Chose at least 2 medias very 2 weeks to put advertisements that are at high points of when the users are on
Facebook and Twitter.
Create a Contest
• To gain more attention to click on the page, have a photo or video with a purpose that gets your follower and
maybe not following you yet to share for chance to win the prize.
17. Timing and Key Dates
o Valentines Day (2/4/17) Offer buy one get one free taco if your loved one is with you
o Earth Day (4/22/17) Host a clean up event that can be marketed
o Cinco De Mayo (5/5/7) Af free soft or hard taco with any purchase.
o National Taco Day (10/4/17) Offer a free taco (While supplies last)
o Student Discounts (All year round) offer 10 percent off with a student ID or seek further to see if there
is a University Coupon book that they could advertise and add deals into
o Thanksgiving and Christmas Time (11/1/17-12/25/17) promote the Taco Bell Foundation near the
holidays giving and maybe pick one person in the past year that has befitted from this and spotlight
them.
18. Social Media Roles and Responsibilities
Social Media Director: Chris Crawford
-In charge of monitoring, contributing, filtering, measuring and guiding Taco Bell's social media account
in order to attract new customers.
Social Media Manager: Jozlynn Pfingst
Magnes media content and tracks it
Social Media Strategist: not found
Social Media Coordinator: not found
19. Social Media Policy
Social Media is used everyday and is almost automatic to wake up and check all forms of medias
immediately . This virtual world can send messages, pictures and videos of peoples lives that has
become an essential tool not only for social reason but for business like Taco Bell as well. To be a
representative on social media employee you must be yourself and have fun with your job while having
integrity to keep the company in good status.
• Stay Respectful to all you come in contact with no matter what they previously said
• Respond in a Timely especially if the customer is in distress or complaining
• BE YOURSELF the reason Taco Bell is successful is because a generic response isn't for them and
people love to feel connected to brands.
• Share company post and proudly represent us on your media pages
• Do not bad mouth the company in anyway
20. Critical Response Plan
Scenario One: Takes Tweet to Far trying to be funny and offends someone
Once noticed tweet or post is detected
-Make sure there a scene shot and documentation
-delete the post right after
-Tell the Social Media Director about what has happened and give a report along with information
-Have a plan ready to go
-Contact the personally through private message
-If anyone in the media is aware of what was said have a PR representative on hand at all times.
-Have a meeting with the employee that posted the tweet and depending on severity delete the tweet.
-Have a public apology on the account
-Do the best to recover the offense tweet and handle it with pride
21. Critical Response Plan
Scenario 2: Tweets a compliant about Customer Service at an establishment
-Contact the Social Media Director
-See the tweet and establish if it needs immediate attention
-Inform the Taco Bell higher authority to see if they can get in contact with the store .
-If serious compliant that violates laws within employee contract send to Human Resources
-Tweet back and apologize that they experienced that and they will fix it
-Compensate if needed Send coupons, vouchers or ect
-Watch that areas tweets if see a trend contact higher authority to possible launch an investigation on that
particular store.
25. Social Media Data
Social Network URL Follower Count Engagement
Rate
Average Weekly
Activity
Twitter
Facebook
Instagram
LinkedIn
26. Social Network Data
• Taco Bell knows their audience and has grown to social media royalty in the past 4 years
• There is a lot to keep up with but with their use of market icing on all platforms they try different ways
to get them trending if it doesn't’t spread it's dead
• Over the past 4 years there Media has grown significantly with over 10 millions likes on Facebook there
company is doing something right.
• The social media empire that has been built at Taco Bell is amazing with new follower everyday and
the amount of website traffic that is received has only made Taco Bell more desirable on this platform.
27. Qualitative KPI's
Sentiment Analysis:
This is an analysis of interactions on 200 Facebook post, 45 Instagram post and 180 twitter post
showed:
• Positive feedback from people
• Rapid response
• Customer satisfaction on post regarding issues with food establishment or food problem
• Negative post came from that
• Positive feed back with use of memes and gifs
