alyson social media
TRANSCRIPT
Taco BellSocial Media Strategy
Table of Contents1. Executive Summary 2. Social Media Audit
a. Social Media Assessmentb. Traffic Sources Assessmentc. Customer Demographics Assessmentd. Competitor Assessment
3. Social Media Objectives4. Online Brand Persona and Voice5.Strategies and Tools6.Timing and Key Dates7. Social Media Roles and Responsibilities 8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results
Executive Summary ● Taco Bell will focus on expanding our following base, as well as
increasing active engagement with those currently following our accounts
● Our primary focus will be to maintain relevant content that will get our followers more engaged in what is going on at Taco Bell, which allows us to build a deeper relationship with our current customers as well as gain new ones
Two main strategies will be:1. Encourage engagement with customers through replying to
their comments and reactions on posts2. Increasing the content volume that is posted to accounts where
we do not publish as frequently
Social Media Audit● The following pages are audit of Taco Bell’s social
media accounts. The audit accesses social media, as well as traffic brought to the website, demographics and of the audience, and an analysis of its competitors.
Social Media AssessmentData as of February 18, 2017
Social Network
URL Follower Count
Average Weekly Activity
Average Engagement Rate
Twitter twitter.com/tacobell 1.8 million
8 posts 20%
Facebook facebook.com/tacobell
10,453,259
2 post 10%
Instagram instagram.com/tacobell
1 million 1 2%
Linkedin linkedin.com/company-beta/3407/jobs
36,946 1 post per month
0.1%
Website Traffic Sources Assessment As of February 19,2017
Source Volume Percentage of Overall Traffic
Conversion Rate
Twitter 4500 unique visits
25% 4.6%
Facebook 1000 unique visits
5% 2.3%
Instagram 3000 unique visits
15% 1.8%
Linkedin 300 unique visits 0.5% 0.24%● Twitter is bringing in the highest percentage of overall traffic. Other social media sites are bringing in a good following as well, such as Instagram and Facebook.
Customer Demographics AssessmentAs of February 14.,2017
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
30%34-45
45% male
45% Male
20% Facebook
10%45-65+
50% Facebook
20% Twitter
20%Instagram
● Most of the survey
respondents are in the age groups
of 18-34 age group. These
groups are mostly connecting with
Taco Bell through Instagram and
Twitter.
● The primary Audience are
women
Competitor AssessmentCompetitor Social Media
ProfileStrengths Weaknesses
Mcdonalds Twitter Endorsements and relevant posts on holidays and events
Does Not respond to Twitter followers well
Chipotle Twitter Similar Twitter platform as Taco BellResponds to followers well
Recent food scare
Chik-fil-a Instagram Strong Visuals and a strong following. Very Interactive with followers
Engage with customers more
Social Media ObjectivesTaco Bell would like to focus on creating an engaging environment social media platforms where our content volume is lower.
● Began using new platforms such as Pinterest○ Begin pinning at least 2 times a day
● Post at least once a day on Linkedin● Increase volume content on Facebook ● Increase content on Snapchat
KPIs● Number of followers on pinterest● Number of Unique visitors on linkedin and Facebook● Number of Engaged snaps
Key Messages● Knowledge about the ingredients and the health qualities● Care for quality
Online Brand Persona and VoiceObjectives to describe Taco Bell
● Healthy● Quick● Authentic● Delicious
During Customer Interactions we are:● Knowledgeable● Helpful● friendly
Strategies and ToolsApproved Tools:● Hootsuite● Facebook Analytics● Twitter Analytics
Existing Subscriptions:● Photoshop● Vimeo
Timing and Key Dates● Presidents day● St. Patrick's Day● Spring Break● Summer Break ● Labor Day● Cinco De Mayo
Social Media Roles and Responsibilities
● Marketing Director○ Kat Garcia
● Social Media Manager○ Erika Johnson
● Social Media Coordinator○ Jozlynn Rush
Social Media Privacy As a representative of Taco Bell you are expected to demonstrate best practices and a sense of etiquette in your use of social media by following these guidelines:
● Be ethical ● Be responsible and kind ● Do not start arguments ● Be helpful to customers● Do not insult competition● Ask before you tweet ● Use common sense
Critical Response Plan● In the event that someone posts something
negative about Taco Bell, It is crucial that the post be addressed immediately and follows the policy guidelines. Ask the customers what we could do better in order to make them have a greater experience with Taco Bell. In some cases, it may be better to ignore the post. If that is the case ask for another team member advice for these special circumstances.
Measurement and Reporting Results ● The results will be reported quarterly the results
of our social media strategy and how our following counts and engagement are increasing.