Social Media strategy for those looking to increase Taco Bell customer engagement. Template based off of Hootsuite Platform.

1. Taco Bell
Social Media Strategy
By: Tiago Mastrogiovanni

2. Table of Contents
1. Executive Summary
2. Social Media Audit: Part 1(Social Networks and
website analytics) Part 2( Audience
Demographics Competitor Analysis)
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key dates
7. Social Media Roles and Responsibility
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results

3. Executive Summary
¡ For the year of 2017 Taco Bell and it’s affiliates’
social media goals are to increase our brand
awareness as well as our reach to new
customers. We plan on doing this by
implementing:
¡ New ad campaigns directed towards
people on the go.
¡ More customer engagement software on
our social networks.

4. Social Media Audit (Part 1)
Jan2016-Feb2017
Taco Bell:
Social Network| Followers | URL Info
Facebook, 10.5 Million,, https://www.facebook.com/tacobell/
Twitter, 1.8 Million, https://twitter.com/tacobell
Instagram: 1 Million, https://www.instagram.com/tacobell/
Pinterest, 3230, https://www.pinterest.com/tacobell/
Snapchat, 3 million, @tacobell via snapchat application
Website Traffic Sources Assessment
Facebook: 2500 Visits Per Weekk 30% of all traffic
Twitter: 1000 visit per week, 10% of all traffic
Instagram: NO data available
Pinterest: NO data available
Snapchat: NO data available

5. Social Media Audit (Part 2)
¡ Audience Demographics response to email survery of over 2000 applicants
Age | Social Net. | Primary Use | Secondary Use
18-30= 55%/ Twitter/ Fun/Recreation
31-40= 25%/ Facebook/ Work/Fun
41-50=17%/ Facebook/Hobbies/ Family
51-80=3%/ None/N/a
Gender Distribution:
60% Female/40% Male
Competitor Analysis:
Name: Top Social Media/ Likes Strengths:
KFC Facebook: 44 Million Family Rich environment
Pizza Hut Facebook: 30 Million Attentive Service
Dominos Facebook: 17 Million Affordable prices

6. Online brand persona and
voice
In the year 2017 Taco Bell will increase profit while maintaining the
status of being an adventurous company. We will continue to
pursue a tight relationship with social media outlets like SnapChat
to ensure that we have an even closer connection to our clientele
base.
We will accomplish this by:
Increasing ad purchasing by 30% in the next 6
months.
We will also continue our adventurous stride by also implementing
3 days off in the year for our employees to represent Taco Bells
social accounts via activities outdoors.
KPI’s Include:
Higher social media followers on all media outlets.
Positive posts from customer ends about Taco Bell experience.
Key Messages:
Reliable and tasty food, with a consistent and everlasting smile.
No customer is unworthy of Taco Bell’s delicious food.
Adjectives that describe Taco Bell:
Tasty
Fast
Heartwarming
When we interact with customers we are:
Quick
Efficient
Polite

7. Strategies and Tools
¡ Paid- Push Advertisements that target customers looking for
cheap and delicious food. Offer incentives for customers, i.e.
coupons, free food when liking our page etc.
¡ Owned- Create a better version of our pages. Constantly
renovate our social media profiles to optimize the experience for
our customers.
¡ Earned- Fulfill customers desires by implementing customer ideas
into company policy. As in, new taco flavors, commercial idea,
and apparel.
¡ Tools- YouTube, Buffer(for posting on multiple social media
accounts), and Tacobell Official Website

8. Timing and Key Dates
¡ Every Single Tuesday and Thursday of the year
2017
¡ October 4, 2017. National Taco Day
¡ May 5, 2017 Cinco De Mayo
¡ Taco Bell’s Birthday March 21

9. Social Media Roles and
Responsibility
Social Media Senior Manager: Tiago
Mastrogiovanni
In charge of overseeing all published
content on social media platforms.
Social Media Manager: Erik Franz
Writes and edits all social media posts.

10. Social Media Policy
¡ Taco bells encourages all employees to abide by
the following when representing the company
both on and off of social media:
¡ Feel free post any relevant and positive content to
include photos, written stories, and video posts.
¡ Please do not direct any negative attention towards
Taco Bell, it’s affiliates, or it’s competitors.
¡ Please ensure that customers complaints are dealt
with by the lowest level possible and as quickly and
efficiently as possible.

11. Critical Response Plan
¡ Scenario 1: If an inappropriate tweet surfaces,
Please abide by the following:
¡ Step 1: Screenshot the tweet
¡ Step 2: Grab the date and time of posted tweet
¡ Step 3: Notify Social Media Senior Manager(Tiago
Mastrogiovanni) or Social Media Manager( Erik Franz)
§ Scenario 2: Customer/Worker altercation; no injuries
Please abide by the following:
Step 1: Site crew to alert owner. The owner is to alert Tiago Mastrogiovanni(Social Media Senior Manager).
Step 2: Tiago to sync with the owner and Erik Franz(Social Media Manager) and evaluate the number of social
media mentions of the
situation.
Step 3: If media has picked up the incident, Tiago to manage all direct contact. If Tiago is unavailable, the
owner will manage all contact.
Step 4: Erik to push messaging to social channel where the news broke rst.
Step 5: Continue to monitor the spread of the news to other social channels and push messaging there as
necessary.
Step 6: Tiago and the owner to evaluate the need for a longer statement and write one, if necessary.
Step 7: Tiago, Erik to continue monitoring the situation.

12. Measurement and
Reporting Results
Reporting period: 3 months
As of February 2017
Website Traffic Source Assessment:
Facebook: 3000 visits per week/ 35% of all
traffic
Twitter: 1500 visits per week/ 25% of all traffic
Pinterest: NO data available
Instagram: NO data available
Snapchat: NO data available
Social Network Data:
Facebook: 10.6 Million
Twitter: 1.9 million
Pinterest: 3440
Instagram: 1.2 million
Snapchat: N/a

13. Measurement and
Reporting Results cont.
¡ Our Facebook, twitter, instagram, and pinterest
page likes have all increased due to our
original goal of creating more incentives for our
followers to grab up as well as trying to get
closer with our customer base. This has overall
caused more in house customers to check out
our social media outlets and invest themselves
further into the company.
¡ Credit is owed to #Tacobelltuesday and
#tacobelladventure tag to help inspire
customers to join us online.
Notable KPI’s:
Sentiment Analysis:
Increased advertising in store and out has allowed
customers to see all of our social outlets.
Adventures throughout the year have helped
customers see Taco Bell more as a family than a
company.
Proposed Action Items:
Continue pursuit of customer following with aggressive
ad campaign.