Here is a presentation about Taco Bell's current Social Media Strategy that I made for my social media management class!

1. Social Media Strategy
TACO BELL
TABLE OF CONTENTS
2 Executive Summary
3-6 Social Media Audit
Social Media Assessment
Traffic Sources Assessment
Customer Demographics
Competitor Assessment
7-8 Social Media Objectives
9 Online Brand Persona and Voice
10-11 Strategies and Tools
12 Timing and Key Dates
13 Social Media Roles and Responsibilities
14 Social Media Policy
15-16 Critical Response Plan
17-19 Measurement and Reporting Results
Anna Jackson 2/19/17

2. In 2017, our social media strategy will primarily focus on
supporting our revenue goals by driving more traffic to our
website by growing the online following and engagement of our
social media platforms.
To do this, our major social media priorities will be to increase the
variety of social media platforms that we use as well as the variety
of engaging content and conversations on each social media site.
Two essential social strategies will support this objective:
1. Increase variety of social media platforms as well as the
variety of content posted on those platforms.
2. Encourage conversations by increased responses to
customers who engage with content by comments, hash tags,
tags, etc.
EXECUTIVE SUMMARY

3. SOCIAL MEDIA AUDIT
The following is an audit of Taco Bell’s social media presence to
date including an assessment of social networks, web traffic,
audience demographics and competitor efforts.
SOCIAL MEDIA ASSESSMENT
Social
Network
URL Follower
Count
Average
Posts/Week
Average
Engagement
Rate
Facebook Facebook.co
m/tacobell
10, 448, 547 2 2.5%
Instagram Instagram.co
m/tacobell/
1 Million 1 4%
Twitter Twitter.com/ta
cobell
1.8 Million 11 1.4%
YouTube Youtube.com/
user/tacobell
59,135 5 5.5%

4. WEBSITE TRAFFIC SOURSES ASSESSMENT
1.8% of Taco Bell’s traffic is from social media
Source Volume % of Overall
Traffic (from
1.8%)
Conversion Rate
Facebook 5000 unique visits 52.38% 3.45%
Instagram 1000 unique visits 0.86% 0.43%
Twitter 2000 unique visits 10.75% 2.89%
Youtube 3000 unique visits 20.09% 2.52%

5. AUDIENCE DEMOGRAPHICS ASSESSMENT
Age
Distributio
n
Gender
Distributio
n
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
60% 18-25 70%
Female
45%
Facebook
33%
Facebook
Eating fast, Enjoying
food,
40% 35-44 55% Male 23%
Instagram
20%
Twitter
good
tasting,
Friends,
20% 45-54 50%
Twitter
15%
Instagram
And
afforable
Fun,
10% 55-64 35%
Youtube
Tex-mex
food.
And
sharing the
experience
on social
media.

6. COMPETITOR ASSESSMENT
Competitor Name Social Media
Profile
Strengths Weaknesses
Moe’s https://twitter.com/
Moes_HQ
Good audience
sentiment and
engagement. High
quality pictures. Up
to date with pop-
culture and
trending
conversations.
Lacks in variety of
posts. Posts are
more traditional
and may seem
boring to a younger
audience. Lacks in
variety of visual
content for posts
such as video and
audio.
Tijuana Flats https://www.faceb
ook.com/tijuanaflat
s/
Photos and tone
appeals to young
audience. High
quality graphic
design and photos.
Extremely long wait
for response to
customers who
comment. Low
customer
engagement such
as likes/ shares/
comments.

7. SOCIAL MEDIA OBJECTIVES
Some objectives include:
1. Gain 3000 subscribers on Snapchat in 6 months.
2. Increase volume of varieties of visual content published across all
social platforms by 30% in 6 months.
3. Increase by 40% the amount of followers who tag their peers in Taco
Bell’s posts on across all platforms in 6 months.

8. KPIs
1. Number of unique visitors from Snapchat, Facebook, Twitter,
Instagram and YouTube
2. Number of Snapchat subscribers
3. Number of weekly video and photo posts to Snapchat, Facebook,
Twitter, Instagram and YouTube
4. Number of tags made on Taco Bell’s posts on Snapchat, Facebook,
Twitter, Instagram and YouTube by customers.
Key Messages
1. Fun, Affordable and Delicious Food
2. Fun, Even if You’re Full

9. ONLINE BRAND PERSONA & VOICE
Adjectives to describe our brand:
1. Delicious
2. Bold
3. Innovative
4. Humorous
5. Fun
6. Original
7. Dependable
When interacting with customers we are:
1. Helpful
2. Friendly
3. Considerate

10. STRATEGIES & TOOLS
Paid: On one random Tuesday every month, provide a taco-face filter
that features Taco Bell’s logo at the bottom on Snapchat.
Owned: One week following a taco-face filter Tuesday, post the
funniest snaps sent to Taco Bell’s snapchat account from customers
using the filter. Taco Bell will post the funniest photos or videos on
different days throughout the week using the hashtag #UarewhatUeat.
Earned: Snap a coupon for a free taco to each of the customers who
created the taco-face filter snaps that were featured on Taco Bell’s
social accounts.
Monitor Facebook, Instagram and Twitter for keywords and terms: taco,
taco bell, live mas, mexican food, burrito

11. TOOLS
• Hootesuite
• Facebook analytics
• Twitter analytics
• SimplyMeasured
• Snaplytics

12. TIMING & KEY DATES
Key Dates:
• March 21 (Taco Bell’s birthday)
• Tuesdays (Taco Tuesday)
• October 4 (National Taco Day)
• May 5 (Cinco de Mayo)
• Snaplytics
Reporting Dates:
Quarterly reporting will occur on the last day of the month in February,
May, August and November.

13. SOCIAL MEDIA ROLES & RESPONSIBILITIES
Director of Brand Marketing: Taylor Montgomery
Senior Social Media Coordinator: Chris Crawford
Paid Social Media Manager: Erika Johnson
Social Media Engagement: Katie Reynolds

14. SOCIAL MEDIA POLICY
As a Taco Bell employee, you are always representing the company
and expected to demonstrate best practices when using social media
platforms. In order to do so, follow these guidelines:
• Be helpful
• Be polite
• Find a solution
• Do not start or participate in fights
• Do not post anything illegal
• Do not post anything openly racist or offensive
• Do not be sarcastic or rude
Failure to abide by these guidelines will result in termination.

15. CRITICAL RESPONSE PLAN
Scenario 1- Food poisoning / Food recall
Action plan:
• Source of realization for the problem must immediately contact Chris
Crawford. (If Crawford unavailable, contact Erika Johnson)
• Crawford will discuss situation with Johnson and devise plan of action.
• Johnson to create follow-up social media responses. (Crawford will
approve)
• Johnson will respond to any media inquiries.
• Crawford and Johnson will follow-up with company executives to access
what actions have been taken to prevent future problems.
* No pre-approved messaging will be used in this scenario as messaging will
be dependent on caliber of the situation.

16. Scenario 2 – Inappropriate Tweet Sent from @Tacobell
Action plan:
• Source of realization for the problem must immediately contact Chris
Crawford. (If Crawford unavailable, contact Erika Johnson)
• Crawford will discuss situation with Johnson and devise plan of
action.
• Crawford and Johnson will meet with employee responsible as well as
HR employee to determine if disciplinary action is required
• Johnson to create follow-up social media responses. (Crawford will
approve)
• Johnson will respond to any media inquiries.
* No pre-approved messaging will be used in this scenario as messaging
will be dependent on caliber of the situation.

17. MEASUREMENT & REPORTING RESULTS
Website Traffic Sources Assessment
Source Volume Percentage of
Overall Traffic
Conversion Rate
Facebook 10,000 unique
visits
+100% growth
77.45% 5.21%
Twitter 4000 unique visits
+100% growth
30.77% 4.38%
YouTube 6000 unique visits
+100% growth
40.09% 4.21%

18. MEASUREMENT & REPORTING RESULTS
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagment
Rate
Facebook Facebook.com
/tacobell
16 Million
+45% growth
4
+100% growth
6%
Instagram Instagram.co
m/tacobell
3 Million
+200% growth
2
+100% growth
8%
Twitter Twitter.com/ta
cobell
3 Million
+66% growth
22
+100% growth
4%
YouTube Youtube.com/
user/tacobell
80,000
+33% growth
10
+100% growth
10%
Social Network Data

19. QUALITATIVE KPIs
Sentiment Analysis
An analysis of the interactions on 1,000 Facebook posts, 1,000
Instagram posts, 1,000 Tweets and 100 YouTube posts revealed
that:
• Positive sentiment from customers followed their visit such as
tags, shared posts, likes, comments and mentions.
• The biggest driver in negative sentiment was faulty product.
Proposed Action Items:
• Continue taco-face filter
• Continue taco-face filters posts
• Continue taco-face-filter rewards