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Objective One: Learn: Doritos Locos Social Media: How to do it right

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Objective One: Learn: Doritos Locos Taco Taco Bell used NetBase to analyze social media data Learned 80 to 90% of Taco Bell-related conversations taking place on Twitter Learned most significant driver of negative conversations was limited quantities of product.Plan: Developed marketing plan for “tweet off” with prize being exclusive advance access to productOutcome: Net sentiment for entire brand rose 20%; 200M Dorito Locos Tacos sold, most successful product launch to date

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