Taco Bell

By: Bolan Cherry10/2/2016

Social Media Strategy

Table of Contents

Slide 3: Executive SummarySlide 4: Social Media AuditSlide 5: Social Media ObjectivesSlide 6: Online Brand Persona and VoiceSlide 7: Strategies and ToolsSlide 8: Timing and Key DatesSlide 9: Social Media PolicySlide 10: Critical Response PlanSlide 11: Measurement and Reporting Results

Executive Summary

Priorities for the latter end of 2016 will be to implement more ways to engage consumers and expand online presence.

Social Strategies

- Improve the reach of content.- Promote through giveaways

Social Media AuditFaceBook https://www.faceboo

k.com/tacobell/10.4M likes

Twitter https://twitter.com/tacobell

1.77M Followers

Instagram tacobell 948K followers

YouTube https://www.youtube.com/user/tacobell

47K subscribers

Google+ https://plus.google.com/+TacoBell

1.1M followers

Vine https://vine.co/u/907146462096396288

208.6K followers

Social Media Objectives

In 2016, the primary focus of our social media strategy will be to support revenue goals by

further increasing brand recognition within the online communities. We will do this through further engaging and expanding our followers with more giveaways via social media and constant interaction with customers.

- Gain 15,000 Twitter followers by the end of 2016- Increase traffic from Facebook to website by 20% in 6 months

KPIs

- Number of unique visitors from Twitter, instagram and Facebook- Number of retweets- Number of weekly posts to social media platforms

Online Brand Persona and Voice

Adjectives that describe our brand When interacting with customers we are

Silly Polite

Friendly light-hearted

Fun Informational

Strategies and Tools

Owned

Observe tweets from fans accompanied with #tacobell and retweet posts with a

large organic presence.

Paid

Boost most popular post on facebook page

Timing and Key Dates

Holiday’s

- Taco Day

- Halloween

- Thanksgiving

- Christmas

Social Media Policy

YUM! Brands, Inc. ("Yum"), is committed to conducting its business in an ethical, legal and socially responsible manner. To encourage compliance with all legal requirements and ethical business practices, Yum has established this Supplier Code of Conduct (the "Code") for Yum's U.S. suppliers ("Suppliers").

- Be polite- Be ethical- Be understanding- Be helpful- Spread excitement for the brand

Critical Response Plan

Scenario 1: inappropriate social media post

- Delete the post- Acknowledge that a mistake was made- Contact HR reps to discuss further action

Scenario 2: displeased customer posts a comment that grows organically

- Publicly show support- Try to resolve the conflict in that situation

Measurement and Reporting Results

Social Network URL Follower Count

Average Weekly Activity

Engagement Rate

Facebook https://www.facebook.com/tacobell/

10,442,216

+3% growth3 posts per week+5% increase

15%

Twitter https://twitter.com/tacobell

1,770,268+2% growth

7 posts per week+ 10% increase

30%

Instagram https://www.instagram.com/tacobell/

948k+5%

3 posts per week+33% increase

26%

Timeframe: As of January 1, 2016