Project for #UFSMM Company selected: Taco Bell

1. Social Media Strategy
Baylor Cherry
February 18, 2017

2. 1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results
TABLE OF CONTENTS

3. EXECUTIVE SUMMARY
Our major social media priority for 2017 will be increasing our
engagement with our followers to promote our company and our
brand.
The primary focus will be to engage with our followers in a fun
and enjoyable manner while listening to their needs and giving
them reasons to stick around.
Strategies to support this objective:
1. Build a team of individuals to engage and reply to the
audience through all social platforms on a daily basis
2. Implement contests and special deals via social media
to increase engagement with our sites and our
restaurants

4. SOCIAL MEDIA AUDIT
Social Media Assessment
Assessment Summary:
At present time, our main source of followers comes from our Facebook account. However, our main platform
for interaction comes from our Twitter account. Due to the prominent difference in follower count, the average
engagement rate is equivalent for both networks. Little to no action occurs on LinkedIn. Will look for ways to
increase content publishing and engagement.

5. SOCIAL MEDIA AUDIT
Website Traffic Sources Assessment
Assessment Summary:
At present time, almost half of our websites overall traffic comes from Facebook. With our website traffic very
low as a company, our social media serves as important source for website viewing and activity.

6. SOCIAL MEDIA AUDIT
Audience Demographics
Assessment Summary:
At present time, almost half of our websites overall traffic comes from Facebook. With our website traffic very
low as a company, our social media serves as important source for website viewing and activity.

7. SOCIAL MEDIA AUDIT
Competitor Assessment
Assessment Summary:
The above analysis is focused on three major competitors that have a strong and consistent social media
presence across all platforms. Chipotle and McDonald’s show no weaknesses in their social media performance
and execution. While Moe’s is strong with posting original content, we can learn off of their lack of visually
appealing photos and diverse photography on Instagram. All three competitors show that a strong engagement
with customers on social media is imperative for maintaining a successful brand image.

8. SOCIAL MEDIA OBJECTIVES
In 2017, the primary focus of our social media strategy will be to grow our “fan” base by furthering
enjoyable engagement with customers via our social networks. In order to do so, our social media
priorities will be focused on curating new content, graphics and user-generated content and
participatory contests to build deeper relationships with our customers.
Some specific objectives include:
1. Increase engagement rate across all platforms in three months by:
a. Increased replies and fun interactions with customers on Twitter and Facebook
b. Utilization of hashtag #TacoBoutIt to promote brand name
2. Increase Instagram followers by 2,000 in three months.
3. Increase volume of user-generated content and images to Facebook by 25% in three months.
KPIs: Key Messages:
Rate of engagement across all platforms
Number of Instagram followers
Number of user-generated content/images posted
on Facebook
Sentiment analysis
A fun/welcoming place to eat when you’re hungry
A risk-taking company excited to share its new promotions
and products to customers and followers

9. ONLINE BRAND PERSONA
AND VOICE
Adjectives that describe
our brand:
When interacting with
customers we are:
Engaging
Bold
Direct
Experimental
Light-hearted
Humorous
Timely

10. STRATEGIES AND TOOLS
Paid:
Every Monday, boost most popular Facebook post for the week, which must reach
a minimum of 20,000 likes and 750 comments.
Pay-by-click on Twitter every time someone clicks on our weekly advertisements
Owned:
Introduce the hashtag #TacoBoutIt to Instagram posts and encourage customers
to utilize in engagement with the company.
Select 2-3 pieces of user-generated content per week to host a contest for best
photo; winner with most likes receives free meal
Earned:
Monitor Twitter for keywords and terms: taco, mexican, mexican food, crunchy,
fiesta, burrito
Tools
Approved Rejected Existing Subscriptions/Lisences:
Buffer
Hootsuite
N/A Photoshop
Vimeo

11. TIMING AND KEY DATES
Holiday Dates:
Cinco De Mayo
National Taco Day
“Friendsgiving” (Thanksgiving)
World Food Day
Memorial Day
Fourth of July
Internal Events:
First weekend of every month:
Taco Bell Foundation for Teens
donation weekend
Nov. 20-21 Thanksgiving Food
Drive Donation
Lead Times:
Establish plans to develop
content and strategy for
time-sensitive events at least
one week priority to event.
Reporting Dates:
Reporting will occur on the last
Sunday of each month. Precise
dates TBA.

12. SOCIAL MEDIA ROLES
AND RESPONSIBILITIES
Social Media Director: Edward Michaels
Oversees overall content and control of editorial calendar for all platforms
Holds weekly brainstorming meetings with Tiffany and Jessica to go over
editorial calendar
Decides which content is posted via the editorial calendar
Social Media Manager: Tiffany Speer
Oversees content curators and coordinators to make sure posts are
being posted in a timely manner during peak engagement hours
Checks weekly analysis of engagement, likes per post, and visitors
Social Media Coordinator: Jessica Smith
Responsible for curating content assigned by Social Media Director
Corresponds with Social Media Manager with questions and concerns

13. SOCIAL MEDIA POLICY
Here at Taco Bell, we use social media to promote our company’s
energetic and bold brand, interact with customers, share our food and
deals, and more. As an employee of this prestigious company, you are
expected to act and react professional on all social media platforms by
following some simple guidelines:*
Be courteous to all comments
Show respect for customers/competitors
Being rude is strictly prohibited
Treat others the way you want to be treated
Lend a hand – be helpful with questions
You are encouraged to like/share/post about our new food, deals, campaigns!
We hope you cherish our brand and company as much as we cherish our
valued employees
Come to management with any concerns – there are no bad questions, and we
are here for you.
*Failure to follow any of these rules may be cause for termination or other corrective action. As a trusted employee of Taco Bell, you are required to obey all policies
and rules set in place by management.

14. CRITICAL RESPONSE PLAN
Scenario 1:
A customer has a bad experience at a restaurant
and shares on social media.
Scenario 2:
Complaints that a certain contest is rigged/
pre-planned for best engagement.
Action Steps: Action Steps:
1. Tiffany to reply to complaint with accommodating
response
2. Ask customer to direct message on social media
to discuss situation further
3. (If needed) Offer coupon or reimbursement for meal
as result of poor quality food or customer service
Pre-approved message: all platforms (subject to change)
”Oh no! We are so sorry to hear about your unsatisfied
experience. Feel free to reach out to us directly to talk
about ways we can improve on such situations.”
1. Edward to @reply regarding the complaint via the
social media network it was posted on
2. Politely express that Taco Bell adheres fairly to all
contest rules and regulations
3. Provide detailed reasoning for why contest ended
certain way (who won, results of win, etc.)
4. Encourage customers to actively participate in all
future contests to increase engagement on platforms
and posts
No pre-approved message available for scenario

15. MEASUREMENT AND
REPORTING RESULTS
Quantitative KPIs
Assessment Summary:
With a new strategy driving our social media presence, we were able to
increase overall follower count across all platforms. Our engagement with
customers doubled on Twitter with the implementation of new shared
graphics and personalized replies. While not much improved with LinkenIn
content, we were still able to increase our number of followers and our
unique visits to our website.

16. MEASUREMENT AND
REPORTING RESULTS
Qualitative KPIs
Sentiment Analysis
Analysis of published content across all platforms shows positive response
to:
-new and engaging replies to customers
-creation of user-generated content
-implementation of social media contests for prizes
The biggest source of complaints were related to cleanliness of restaurants
after visiting. We will work with regional management to ensure the
cleanliness of our restaurants is representative of our dedication to our
customers.
Proposed Action Items
Continue promoting #TacoBoutIt to increase awareness of brand image and
engagement
Continue utilizing user-generated content to show appreciation for followers
and customers
Brainstorm new strategy for increasing engagement on LinkedIn, specifically