2. TABLE OF CONTENTS
1. Executive Summary………………………………….Page 3
2. Social Media Audit…………………………………….Page 4
a. Social Media Assessment……………………..Page 4
b. Traffic Sources Assessment…………………..Page 5
c. Customer Demographics Assessment………………..Page 5
d. Competitor Assessment………………………………….Page 6
3. Social Media Objectives…………………………………….Page 7
4. Online Brand Persona and Voice…………………….Page 9
5. Strategies and Tools………………………………..Page 10
6. Timing and Key Dates…………………………Page
7. Social Media Roles and Responsibilities………….Page
8. Social Media Policy………………Page
9. Critical Response Plan…………………Page
10. Measurement and Reporting Results…………….Page
2
3. 3
EXECUTIVE SUMMARY
_________________
Effective immediately, the company’s primary
social media objective for 2017 will be to establish
a robust and vibrant presence on Snapchat.
Building off of our wildly successful Cinco de Mayo
2016 “Taco Head” sponsored lens campaign – in
which our lens was viewed an incredible 224
million times (making it Snapchat’s top campaign
to date) – our efforts will be concentrated on
significantly supporting revenue by fostering a
highly engaged and loyal Snapchat fan base, while
establishing the long-term goal of becoming the
most highly followed brand operating on the
platform by 2020.
Strategies:
1. Publishing/curating of hilariously quirky and
over the top content similar to what we
already promote on Facebook and Twitter (via
the Discover function).
2. Creating highly interactive and fun content
eliciting community wide engagement
including branded lenses, filters, sponsored
live story events and Snap contests giving away
prizes, promo codes etc.
4. 4
SOCIAL MEDIA AUDIT
_________________
The following is an audit of Taco Bell’s social media
presence to date. It includes an assessment of all
social networks, web traffic, audience
demographics and a competitor analysis.
Social Media Assessment:
Data as of November 1, 2015
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
#interactions
/Reach
Facebook https://goo.g
l/9si7nF
10,448,521 2-3 posts .00159%
Instagram https://goo.g
l/RYLvBP
~1 Million 1 post 1.68%
Twitter https://goo.g
l/5lsnLZ
1.8 Million 7 posts 1.5%
YouTube https://goo.g
l/IDt2RJ
59,135 2 posts 2.33%
Social Media Assessment:
At present time, the highest number of interactions per
post occurs on YouTube, with an approximate
engagement rate of 2.33%. Twitter and Instagram come
out to around the same, with Facebook notably lagging
(proportionally).
5. 5
Website Traffic Sources Assessment:
Timeframe: Monthly average, January 2017 to
February 2017
Source Volume % of Overall
Traffic
Conversion
Rate
Facebook 2,400,027
unique visits
20% 15%
Instagram 145,080
unique visits
14.5% 9.7%
Twitter ~49,000
unique visits
2.7% 1.4%
YouTube 334,483
unique visits
565% 165%
Traffic Summary:
At present time, YouTube is by far the highest traffic
platform for the company, brining in 565% more viewers
to the channel than subscribers.
Demographics Assessment:
Assessment taken in January/February 2017 via
Hootsuite Analytics.
Age
Distrib.
Gender
Distrib.
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
70% 18-34
20% 34-45
10% 56-80
60%
Female
40% Male
77%
Facebook
6.5%
Twitter
3.35%
Instagram
1.60%
YouTube
50%
Twitter
25%
Instagram
15%
Facebook
10%
YouTube
Preferred
social
media
channel
due to
content
preference
Different
but still
appealing
content
6. 6
Audience Demographics Summary:
The grand majority, if not almost all, of our social
media followers fall within the 18-34-year old
millennial demographic, with almost all of them
opting to use Facebook as their primary social
network. Instagram, Twitter and YouTube (though
populous) are almost negligible in comparison.
Competitor Assessment:
Competitor Assessment Summary:
Of Taco Bell’s three major competitors with strong social presences
on Facebook, Instagram and Twitter, only KFC was comparable, and in
this case superior across the board with a quirky brand persona, high
quality visual content and superior two-way communication.
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Chipotle Grill Facebook,
Instagram,
Twitter and
YouTube:
@Chipotle
Much higher
quality/better
tasting TexMex
food.
More expensive.
Significantly less
heavy duty social
media operation
by comparison.
Moe’s Southwest
Grill
Facebook,
Instagram,
Twitter and
YouTube:
@Moe’sSouthwest
Grill
Higher quality
TexMEx, but not
as much as
Chipotle.
Roughly same
price range as
Taco Bell.
Grossly
underdeveloped
social media
platforms next
to Taco Bell.
KFC (Same
owners; still
compete for
profits at the
micro level)
Facebook,
Instagram,
Twitter and
YouTube: @KFC
Much stronger
social media
presence on all
fronts, i.e.
Facebook,
Twitter,
Instagram and
YouTube. Same
quality/price.
Not TexMex food.
7. 7
Social Media Objectives
___________________
Taco Bell’s major social media priority for 2017 will
be to establish a crazy, highly popular and intense
Snapchat following from which it would support
revenue-increase goals.
Goals would be to foster a highly engaged and loyal
Taco Bell Snapchat fan base, eventually leading to
becoming the most highly followed brand operating
on the platform by 2020. Hilarious, wacky and
millennial-centric content (like on YouTube but
tailored for Snapchat) would be key tobuilding new
deeply substantive relationships with the new
audience.
Specific Objectives:
1. Have a steady 45% positive completion rate of total unique
views and story completions by fifth month after launch.
2. Consistently be able to put out 2-5 pieces of awesome
visual content per week by fifth month after launch -
Discover, branded lenses, filters, sponsored live story
events, Snap contests giving away prizes, promo codes
etc. without issue.
3. 100% achieved cross-platform promotion of Snapchat
account via aggressive use of Snapchat handle hyperlinked
across all social media platforms, along with associated
hashtags within first 2 months after launch.
4. Achieve 10,000 engaged followers by March 2018.
8. 8
KPIs:
1. Number of new followers.
2. Number of total unique views and story
completions.
3. Number of efficacious visual/interactive
content that can consistently be put as
per quota.
4. Execution of cross-platform promotion
by specified date.
Key Messages:
1. A ridiculously entertaining taco/burrito
Snapchat-infused experience, with heavy
hint of dank memes and free stuff.
2. Genuine community outside food.
9. 9
Online Brand Persona and Voice:
When interacting with customers we are –
1. Doting
2. Obliging
Adjectives that describe our brand -
1. Wacky
2. Scathing
3. Festive
4. Hilarious
5. Smart
10. 10
Strategies and Tools
___________________
Paid:
Every Monday, sponsor (once) the most successful
posts from weekend to pick up any stragglers or
non-followers newly to be converted. Only posts
with at least 45- 50% positive completion rates of
total unique views and story completions.
Owned:
Adopt and aggressively push the hashtags
#SnapTacoEstaQui and #CHatTac across all Taco Bell
social media platforms with a link to the new
Snapchat page. Ask followers repost, regram and
start sending Snaps our way.
Earned:
Monitor Twitter for keywords and terms: Taco, Taco
Bell, Taco Snap, #SnapTacoEstaQui and #CHatTac.
Start blasting out promo/discount QR codes to
people for two free soft tacos just for following our
new account, only applies to the first lucky 10,000
nationwide..
