Social Media Strategy Allison Cole 02.19.2017

TABLE OF CONTENTS1. Executive Summary2. Social Media Audit

a. Social Media Assessmentb. Websitec. Audience and Competitors

3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Keys Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10.Measurement and Reporting Results

EXECUTIVE SUMMARY• For 2017, our major social media priorities will be to continue to

add a consistent following to our current social media networks and to utilize more social networking resources.• These goals lend to our overall goal of generating revenue by

driving traffic to both our website and our mobile app by focusing on customer interaction and engagement through relevant posts.• Two strategies will support this objective:• To create innovative and engaging posts that our targeted audience

will relate to.• To concentrate more social media posts on the reliability and

convenience of the mobile app.

SOCIAL MEDIA AUDIT

The following information is an audit of Taco Bell’s media presence as of September 2016. This audit includes a social media assessment, website traffic, audience demographics, and competitor analysis.

Social Media Analysis

Social Media AssessmentCurrently, Snapchat receives the highest amount of engagement, followed closely by Twitter. Facebook has the most followers. YouTube and Google+ have the least amounts of interactions-closure of these channels are recommended.

Website Sources Traffic AssessmentMonthly Average: March 2016-September 2016

Traffic Summary:Again, Snapchat drove more traffic to the website, followed by Twitter.

Social Network Volume Percentage of Overall Traffic

Facebook 5,000 unique visits 3%Instagram 2,000 unique visits 2%Twitter 4,000 unique visits 2.5%YouTube 700 unique visits .15%Snapchat 7,000 unique visits 5%Google+ 100 .02%

Audience Demographics AssessmentData based on InfoScout SurveyAge

DistributionGender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

<24………….20%25-34………18%35-44………17%45-54………17%55-64………15%65+-………..10%

Female: 52%Male: 49%

40% Facebook30% Instagram30% Twitter

40% Instagram30% Facebook30% Twitter

To find something quick and cheap to eat

To have a place to go with friends

Audience Demographics Summary: Most Taco bell customers are under 34 years old, with the largest majority being under the age of 24. Most customers are primarily looking for a quick, cheap meal, with a secondary interest of being able to have a place to go with friends.

Competitor AssessmentCompetitor Name Social Media ProfileMcDonalds twitter.com/McDonaldsBurger King twitter.com/BurgerKingKFC instagram.com/kfc/Chipotle Mexican Grill facebook.com/chipotle/

SOCIAL MEDIA OBJECTIVESIn 2017, our primary Social Media Objective will be to drive traffic to our mobile app and generate more revenue through Mobile Ordering. Our secondary objective will be to further drive traffic to our website. We will accomplish these objectives by deepening existing relationships with customers and working to form new customer connections.Some specific objectives include: • Increase monthly traffic to mobile app by 35% utilizing:

• Snapchat for mobile app promotion• Increased mentions across all platforms, specifically Facebook and Twitter.

• Improve Instagram presence by:• Posting unique content at least once per day• Boosting following by 1,000 monthly

• Increase volume of posted content published on Facebook• Increase customer interactions on Twitter by 20% within 6 months

ONLINE PERSONA AND VOICE• Adjectives that describe our brand: Innovative AdaptableBold EngagingDelicious

•When interacting with customers we are: Solution-OrientatedCreativeCaring

STRATEGIES AND TOOLSStrategies:• Paid:

• Run a monthly Snapchat filter promoting mobile ordering, and encourage customer engagement. The filter would be considered successful after an attained reach of at least 30,000.

• Run a sponsored Facebook campaign incentivizing customers to order food via the mobile app. Sharing the post and placing an order on the app will enter them for a chance to win a year’s worth of free burritos.

• Owned:• Introduce ”How I Taco Bell”, a promotion on Instagram that encourages customers to share how and/or

where they eat Taco Bell, with an incentive of being featured on the website feed. This can also be utilized as a hashtag on Twitter, and photos can be linked from Instagram for cross-social media promotion.

• Earned:• Integrate a tweet feature within the food ordering system that tweets when an order is made using the

mobile app. For every 10 orders and tweets, the customer will receive a coupon for a BOGO item.Tools:

Approved RejectedExisting Hootsuite N/A TBD Buffer

TIMING AND KEY DATES Holiday Dates Valentine’s Day Cinco de Mayo

St. Patrick’s DayMemorial Day

Reporting Dates Reporting will occur once a quarter in February, May, August and

November. Precise dates TBA.

SOCIAL MEDIA ROLES AND RESPONSIBILITIES• Marketing Director- This person will manage social media marketing

campaigns and day-to-day activities including: Develop relevant content topics to reach the company's target customers. Create, curate, and manage all published content (including images, video and written). • Social Media Manager – This person will manage all social networks

and work with Marketing Director to create targeted campaigns fitting for each network• Social Media Coordinator – This person will assist the Social Media

Manager in developing social media campaigns. Also will handle Social Media customer relations. First Point of Contact for Critical Response Plan• Supporting Social Media Team Members-Assists Social Media Team

in whatever is needed. Responsible for the day-to-day activities on all platforms.

SOCIAL MEDIA POLICYTaco Bell’s Social Media Policy is founded on the principle that EVERYONE deserves to be treated respectfully and professionally. This treatment extends to our customers and should be carefully followed. Remember: when in doubt, don’t Tweet it out!• Use common sense • Stay out of trouble (don’t start a fight or post something that’s illegal) • Be polite, not rude or insensitive • Create solutions, not problems• Be a helpful presence when interacting with customers• Do not post on behalf of Taco Bell, or attempt to resolve customer conflicts on behalf of Taco Bell. If you

notice a problem, bring it to our attention-that’s what we are here for!• Keep in mind that you represent the brand even in your personal life. O, feel free to #spreadthelove

about Taco Bell, but do so professionally and in your own words.Any violation of Taco Bell’s Social Media policy is subject to corrective action, up to and including termination. Taco Bell also reserves the right to take legal action in situations of breach of policy if necessary. If you have a questions or concerns about the Social Media Policy, please see your Manager or a member of the Social Media team for clarification.

CRITICAL RESPONSE PLAN• Scenario 1-Local Taco Bell store serves spoiled meat and makes 10+ customers ill.

• Action Plan1. When marketing is told of the situation, alert Social Media Coordinator. If news media is alerted,

Social Media Manager will handle.2. Social Media Coordinator will work with SMM team 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.

3. Social Media Manager and Coordinator will continue to monitor the situation until resolved. Will reach out to affected community members as necessary.

• Scenario 2- Non-SMM Employee sends several offensive tweets on behalf of Taco Bell to customer.

1. Find the channel that media was posted to.2. Alert Social Media Coordinator and post message apologizing on behalf of the employee and Taco

Bell.3. Social Media Manager, Marketing Manager, and Coordinator will meet to discuss impact of tweet

and discuss further action, and if any follow up posts are needed.4. Have SMC reach out to affected customer. If SMC is unavailable, Social Media Manager will

handle.

MEASUREMENT AND REPORTING RESULTSQuantitative KPIs• Website Traffic Sources Assessment Timeframe: Monthly average, November 2016 to January 2017

Source Volume Percentage of Overall Traffic

Growth

Facebook 8,000 unique visits 8% +5%

Twitter 9,000 unique visits 11% +8%

Instagram 3,000 unique visits 4% +2%

Snapchat 20,000 unique visits 18% +13%

Social Network Data (as of January 2017)Social Network URL Follower Count Average Weekly Activity

Facebook facebook.com/tacobell 11,000000 5

Instagram instagram.com/tacobell/ 1.5 million 4

Twitter twitter.com/tacobell 2.3 million 43

Snapchat tacobell 4 million users 500,000 users per filter

• All social media channels have seen tremendous growth and show no signs of stopping.

• The Social Media Management team has been consistently posting on all media channels via Hootsuite and Buffer, keeping them all up to date.

• Snapchat has seen wonderful growth through targeted filters.

QUALITATIVE KPIS• Customer Comments• Customer comments on new interactions have been

overwhelmingly positive.• Customers particularly enjoyed the #HowITacoBell campaign,

and over 6,000 Instagram uploads with the Taco Bell mention were created.