Taco Bell Social Media Plan #UFSMM

1. TACO BELL SOCIAL MEDIA
Taylor McCutcheon
2/18/17

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10.Measurement and Reporting Results

3. EXECUTIVE SUMMARY
Our major social media priorities for 2017 will be to foster engagement on our
social media platforms to increase a sense of community and gain followers.
The primary focus will be to curate engaging, relevant content and build a deeper
relationship with our customers. We intend to focus our efforts on a niche
consumer base between the ages of 18-34 to avoid being overly general in our
advertising efforts.
We will do this by:
1. Tapping into current trends in visual content like Facebook Live, and graphics
that tell a story
2. Increasing our presence on Twitter to gain followers and foster more active
dialogue since Taco Bell is known for their high response rate.

4. ➤ Taco Bell has a large audience on all platforms but Facebook has the largest
follower count. Twitter and Instagram have similar fan bases
➤ Currently, Taco Bell averages two posts during any given period of time, whether
that be a day, a week, or a month depending on the medium
Social Network URL Follower Count Average Activity
Average
Engagement Rate
Facebook
www.facebook.c
om/tacobell/
10,448,562 2 posts per week 5%
Instagram
www.instagram.
com/tacobell/
1,000,000 1 post per week 20,000 likes
LinkedIn
www.linkedin.com/
company-beta/
3407/?
pathWildcard=3407
37,250
2 posts per
month
2.5%
Twitter
twitter.com/tacobell?
ref_src=twsrc%5Egoogl
e%7Ctwcamp%5Eserp%
7Ctwgr%5Eauthor
1,800,000 2 posts per day 6.4%
Social Media Assessment As of February 19, 2017

5. ➤ Twitter and Instagram dominate in terms of reach
and unique visitors
Source Volume
% of Overall
Traffic
Conversion
Rate
Facebook
1000 unique
visits
5% 2.3%
Instagram
3000 unique
visits
15% 1.8%
LinkedIn
300 unique
visits
0.5% 0.24%
Twitter
4500 unique
visits
25% 4.6%
Website Traffic Sources Assessment As of February 19, 2017

6. ➤ Higher female than male demographic
➤ More Facebook engagement with Twitter and Instagram tied
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary Need
60%
18-34
55%
female
55%
Female
40%
Instagram
Getting a cheap
and flavor-packed
meal
Convenience of
quick ethnic food
on the go
30%
34-45
45%
male
45%
Male
20%
Facebook
10%
45-65
50%
Facebook
20%
Twitter
10%
65+
20%
Instagram
25%
Twitter
Audience Demographics Assessment As of February 19, 2017

7. Competitor
Name
Social Media
Profile
Strengths Weaknesses
Chipotle
Twitter:
@ChipotleTweets
Vibrant profile,
similar witty tweets
like Taco Bell
Social Media is both
accelerating and
hindering Chipotle’s
recovery after the recent
food scare
McDonald’s
Facebook:
@McDonalds
US
McDonalds has an older
demographic and thus
Facebook has a better
reach
They tend to use most of
their time answering
customer complaints
instead of fostering
dialogue
Subway
Instagram:
@Subway
They have a
consistent theme
and fun graphics
They lack variety
in types of posts
Competitor Assessment As of February 19, 2017

8. SOCIAL MEDIA OBJECTIVES
Throughout 2017, the primary focus of our social media strategy will be to support
revenue and marketing goals by fostering engagement on our social platforms. In
order to do so, we will cater to our younger ages 18-34 demographic with content,
photos, and video that is genuine and often self-deprecating. Millennials are drawn to
that kind of confidence.

9. ➤ Some specific objectives include:
➤ Increase volume of visual content published on Facebook and Instagram
channels by 25% in 6 months
➤ Increase Instagram followers by15,000 in 6 months
➤ Increase brand awareness through increased mentions on Twitter and use of
brand hashtags. Foster active dialogue and play off of Taco Bell’s notably
high response rate.
➤ KPIs
➤ Number of Instagram Followers
➤ Number of weekly photo and video posts to Facebook and Instagram
➤ Sentiment Analysis
➤ Number of Retweets and likes
➤ Higher % of engagement

10. ➤ Key Messages:
➤ If you like tacos then we like you.
➤ We’re okay with being your dirty little secret.
Taco Bell is ok with being a last resort. They are comfortable in their own
skin and understand that they are not Michelin star dining. Taco Bell is often
late night dining that is designed to be quick, cheap, and flavorful.

11. ONLINE BRAND PERSONA AND VOICE
➤ Adjectives that describe our brand:
➤ Authentic, bold, real, average but proud

12. ONLINE BRAND PERSONA AND VOICE
➤ When interacting with customers we are:
➤ Witty, real, sarcastic

13. STRATEGIES AND TOOLS
➤ Paid:
➤ Every Friday, boost most popular
organic Facebook posts for the
weekend. The post must have a
minimum organic reach of 75.
➤ Earned:
➤ Monitor Twitter for keywords and
terms: taco, chalupa, queso, tacobell,
craving, and engage in playful
dialogue with dedicated fans.
➤ Continue to send exclusive
merchandise or personally reach out
to opinion leaders who express an
interest in Taco Bell. Chrissy Teigan
was a great win for Taco Bell in
2016, we need to find another
celebrity for 2017.

14. STRATEGIES AND TOOLS
➤ Owned:
➤ Use the hashtag #TacoTruth when posting witty remarks about
late night cravings, taco obsessions, etc. that will play off of
millennials’s mixed emotions and their complicated relationship
with beloved Taco Bell. Promote hashtag across all platforms

15. STRATEGIES AND TOOLS
➤ Approved:
➤ Hootsuite
➤ UberVU
➤ Rejected
➤ N/A
➤ Existing Subscriptions
➤ Kapost
➤ Vimeo
➤ Qualaroo
➤ Photoshop

16. TIMING AND KEY DATES
➤ Holiday Dates:
➤ President’s Day
➤ St. Patrick’s Day
➤ Spring Break
➤ Summer Break
➤ Labor Day
➤ Reporting Dates:
➤ Reporting will occur every six months, including July and
December of this year. Exact dates TBD.

17. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
➤ Marketing Director- Kat Garcia
➤ Social Media Manager- Erika Johnson
➤ Social Media Coordinator- Jozlynn Rush

18. SOCIAL MEDIA POLICY
➤ As a representative of Taco Bell you are expected to demonstrate
best practices and a sense of etiquette in your use of social by
following some simple guidelines:
➤ Be respectful to all
➤ Use common sense
➤ Stay out of trouble (don’t start a fight or post something that is
illegal)
➤ Be the solution, not the problem
➤ Act helpful to customers
➤ Don’t slag the competition
➤ Not sure if your social message is up to par? Ask before you
tweet—we’re here for you.

19. CRITICAL RESPONSE PLAN
Scenario 1: Inappropriate Tweet sent from @TacoBell
Action Plan:
1. When tweet is detected:
- Take screenshot
- Delete Tweet
- Alert Erika Johnson (Social Media Manager). If Erika is unavailable,
alert Kat Garcia (Marketing Director)
2. Erika to sync with Kat to discuss impact and reach, and evaluate further action
3. Erika to develop appropriate follow up Tweet, Kat to approve
4. If media has picked up the Tweet, Kim to manage all direct contact.
5. Erika and Kat to sync with employee responsible for publishing the Tweet to see if
disciplinary action is required.

20. CRITICAL RESPONSE PLAN
Scenario 2: Food Tampering or Product Issues
Action Plan:
1. Site crew to alert Kat (Marketing Director). Kat to alert Brian (Owner)
2. Kat to sync with Erika (Social Media Manager) and evaluate the number of social media
mentions of the situation
3. If media has picked up the incident, Kat to manage all direct contact. If Kat is
unavailable, Brian to manage all contact.
4. Erika to push messaging to social channel where the news broke first. Continue to
monitor the spread of the news to other social channels and push messaging there as
necessary.
5. Kat and Brian to evaluate the need for a longer statement and write one, if necessary.
Pre-approved messaging:
Twitter: An incident occurred today with one of our food orders. We take this
very seriously and will look into this incident thoroughly to protect the safety of
our customers.

21. MEASUREMENT AND REPORTING
➤ Quantitative KPIs
➤ Reporting Period: 6 months
➤ Data as of February 19, 2017
Social Network Data February 19, 2017
Social Network URL Follower Count Average Activity
Average
Engagement Rate
Facebook
www.facebook.co
m/tacobell/
10,772,000
2-3 posts per
week
5.2%
Instagram
www.instagram.c
om/tacobell/
1,500,000 2 post per week 23,000 likes
LinkedIn
www.linkedin.com/
company-beta/
3407/?
pathWildcard=3407
39,254
2 posts per
month
3%
Twitter
twitter.com/tacobell?
ref_src=twsrc%5Egoogle
%7Ctwcamp%5Eserp%7
Ctwgr%5Eauthor
1,850,000 2 posts per day 6.4%

22. MEASUREMENT AND REPORTING
➤ Quantitative KPIs
➤ Reporting Period: 6 months
➤ Data as of February 19, 2017
Website Traffic Data February 19, 2017
Source Volume
% of Overall
Traffic
Conversion Rate
Facebook
1500 unique
visits
5% 3%
Instagram
3500 unique
visits
15% 12%
LinkedIn
400 unique
visits
0.5% 0.5%
Twitter
5000 unique
visits
25% 5%

23. RESULTS ASSESSMENT
➤ Our Instagram following has grown by 500 followers in the
last month, on track to hit the target of 15,000 by the 6
month mark. It is important to note that the average
interactions per post have increased by 25% in that time.
➤ The social content team has done a remarkable job of curating
and creating great visual content in the form of live streams
and has surpassed our goal of 25% in the next 6 months

24. ➤ Sentiment Analysis: An analysis of the interactions on 100
Facebook posts, 100 Instagram posts and 100 Tweets revealed
the following
➤ An abundance of positive sentiment from customers
retweeting, commenting, sharing and liking our posts
➤ The biggest driver of negative sentiment was related to
product quality. Customers express frustration in regards
to sloppy food or incorrect orders.
QUALITATIVE KPI

25. Thank you for your time.