2. Table of
Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment, November 2014
b. Traffic Sources Assessment, May 2014 - October 2014
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objective
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
3. Executive Summary
Our social media priorities for the end of 2016 and all of 2017 are to increase our
online presence and engagement with our customers.
Our primary focus will be to engage customers by creating fresh, new content and
inviting them to participate in Taco Bell’s social media brand via Twitter, Facebook
and Instagram.
Two major social strategies will support this objective
1. A plan to increase the amount of engaging content we put out.
2. To encourage customer involvement hosting creative content contests for the public.
4. Social Media Audit
Social Media Assessment
(as of Feb. 08, 2017)
The following is an audit of Raincoast
Adventures’ Inc. social media presence to
date. It includes an assessment of all social
networks, web traffic, audience
demographics, and a competitor analysis.
5. Assessment Summary continued
Assessment Summary:
Currently, the highest number of interaction per post occurs on Instagram. Very
few interactions per post occur on LinkedIn. Closing that channel should be
considered while moving forward.
6. Website Traffic Sources Assessment
(Timeframe monthly average March 2016 to August 2016)
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 4,000 unique visits 8% 2.5%
Facebook 7,000 unique visits 11% 1.2%
Instagram NO DATA NO DATA NO DATA
LinkedIn 150 unique visits 0.4% 0.01%
Traffic Summary:
Currently, Facebook provides the largest traffic to our website. Facebook follows closely behind.
Although Instagram has to data to show, it is likely to attract a large number of traffic.
7. Audience Demographics Assessment
Questionnaire distributed in May/June via email and upon visitor registration. Total applicant responses: 12,000
Age
Distributio
n
Gender
Distributio
n
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
62% 18 – 25 58% Female 58% Female 45%
Facebook
Cheap,
accessible food
Variety of
options
27 % 26 –
37
42% Male 42% Male 35%
Instagram
8% 38 – 50 49%
Instagram
20% Twitter
3% 51 - 80 38%
Facebook
13% Twitter
Audience Demographics
Summary:
An overwhelming majority
of survey respondents are
in the age group 18 - 25.
Instagram and Facebook
are their primary social
media platforms. Having
cheap and accessible food
are the primary motivators
for eating at Taco Bell,
followed by having a
variety of options.
8. Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Kentucky Fried Chicken https://www.facebook.c
om/KFC/
Well branded with the
acronym KFC.
Interactive with
Facebook followers.
Primarily focused in
chicken and basic sides.
Not much variety in
regard to actual food
options.
Pizza Hut https://www.facebook.c
om/pizzahutus/
Active and frequent
posting. Engages with
followers.
Most Facebook
comments on photos
are from dissatisfied
customers.
Dominos https://www.facebook.c
om/Dominos/
Frequent posts with
enticing photos and
other creative content.
Confusing Facebook
posts that don’t
translate the brand well.
Unresponsive to
Facebook posts.
9. Competitor Assessment continued
Competitor Assessment Summary:
The above analysis focuses on our three major competitors, focusing on their
Facebook pages where the most interaction between company and customers
occur. Each competitor excels in creating frequent social media content for their
users. However, each could improve by adjusting the creativity of their content in
relation to the actual product being sold.
10. Social Media Objectives
In 2017, the primary focus of our social media strategy will be to increase revenue by
improving our customer relationships. We will release more engaging content to cultivate
more meaningful relationships with our customers and increase traffic to our websites.
Some Specific Objective include :
1. Increase unique visitors to websites by 25% in 6 months via:
Creative competitions encouraging followers to create their own posts to be voted on for a prize.
Create engaging hashtags for users to use online.
2. Increase Instagram following by 5,000 in one year.
3. Increase the amount of content put out on Facebook, Twitter and Instagram by 50% in 6 months.
11. Social Media Objectives continued
KPI’s
Number of unique Visitors from Facebook, Twitter and LinkedIn
Number of Instagram Followers
Number of weekly creative/visual posts
Key Messages
#tacoboutit
Delicious, cheap food for one and for all.
12. Online Brand Persona and Voice
Adjectives that describe our brand
Fresh
Fun
Affordable
Innovative
When interacting with customers we are
Considerate
Helpful
Friendly
13. Strategies and Tools
Paid
Every Friday afternoon boost the most popular post on Facebook. Must have a minimum reach of 150.
Owned
Introduce the hashtag #tacoboutit to company Instagram posts and encourage customers to create topics of discussion
using the hashtag. Include it on all social media platforms. Reward the customer with the most liked post that include the
tag.
Earned
Monitor twitter for key words and terms such as: taco, fast-food, burrito, crunch wrap. Offer coupons or taco vouchers over
the course of 5 months to spark relationships and encourage more conversation about the brand.
Approved tools: Buffer, Hootsuite, Photoshop
Rejected: N/A
Existing Subscriptions/Licenses: Kapost
14. Timing and Key Dates
Holiday Dates
February 14 – Valentines Day
April 2 – National Burrito Day
May 5 – Cinco De Mayo
October 4 – National Taco Day
Internal Events
March 6 - National Manager Conference
Reporting Dates
Reporting will occur every 3 months in March, June, September December
15. Social Media Roles and Responsibilities.
Social Media Director: Honesty Abramowich
Creates and oversees social media strategies and projects
Social Media Manager: Stephanie Diaz
Handles customer relations on social media platforms
Works directly with social media coordinator
Social Media Coordinator: Caroline Hament
Creates social media content
Explains strategies to team members
16. Social Media Policy
Social Media is a part of our every day lives. We utilize it to interact with our customers and
present a sense of transparency. As an employee and representative of Taco Bell, you are
expected to have a certain etiquette that will provide our customers with the best experience
possible. The following are some guidelines to give our customers the experience they deserve:
Be polite
Use common sense
Don’t disrespect competition
Stay out of trouble
Appeal to the target audience
Violation of this policy can lead to disciplinary actions and potentially termination from the company. Human
Resources will decide on the actions necessary if the policy is violated.
17. Critical Response Plan
Scenario 1 - Inappropriate tweet sent out from @tacobell
Action Plan
1. When Tweet is detected
i. Take a screenshot
ii. Delete the tweet
iii. Alert Stephanie Diaz (social media manager)
2. Stephanie to sync with Caroline to discuss the impact of the rogue Tweet.
3. Stephanie to develop an appropriate response Tweet.
4. If media has picked up the Tweet, Honesty to manage all direct contact. If Honesty is unavailable, Stephanie to
manage direct contact.
5. Honesty, owner and human resources locate the employee responsible to determine further disciplinary action.
No pre-approved response in this scenario
18. Critical Response Plan continued
Scenario 2 - customer/worker altercation; no injuries
Action Plan
1. Site crew to alert establishment owner, who then alerts Honesty Abramowich (managing director).
2. Honesty to sync with Stephanie Diaz (social media coordinator) to determine if the altercation has been circulating
on any social media.
3. If social media has picked up on the altercation, Honesty to manage all direct contact.
4. Owner communicates with media where news first broke. Honesty and Stephanie continue to manage social
media content on the situation.
5. Honesty decides if a longer statement is necessary. If so, Honesty and owner will create it.
6. Honesty, owner and human resources meet with employee to determine whether or not termination is necessary.
Pre-approve message: Here at Taco Bell, we believe in service and respect. We do not condone aggressive
behavior from any of our employees. We believe in service with respect. Appropriate disciplinary actions will
be made at the discretion of our human resources team.
19. Measurement and Reporting Results
Quantitative KPI’s
Reporting period: 4 months
Data as of October 1, 2016
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 5,000 unique visits +
12% growth
12% 4.5%
Facebook 8,000 unique visits +
10% growth
14% 1.9%
LinkedIn 230 unique visits +7%
growth
1.5% 0.1%
Website Traffic Source Assessment
21. Measurement and Reporting Results continued
Our Facebook following has increased by 448,767 followers in the last 4 months due to the
creative post competition created and an increase in postings per week.
The social media team has done an incredible job of efficiently and effectively putting out
creative content that resonates with our consumers. We have gained followings on all social
media platforms and increased interactions as well.
We elect to eliminate LinkedIn despite the slight increase. It is not doing anything for our
company to keep this social media channel up and running.
#tacoboutit campaign
In the last four months this campaign aimed to increase conversation based around Taco
Bell has trended twice and was used over 300,000 times.
By incorporating this hashtag in our Facebook statuses and Instagram posts, customer
conversation has increased on both platforms.
22. Measurement and Reporting Results continued
Qualitative KPI’s
Sentiment Analysis
An analysis of the interactions on 70 Facebook posts, 70 Instagrams and 70 Tweets.
There was an abundance of positive reactions from customers following their visits. Customers
created and posted their own content while tagging Taco Bell in their posts.
The largest number of complaints came from people who received the incorrect order while going
through the drive-thru’s.
Proposed Action Items
Continue #tacoboutit campaign
Consider more online creative content contests
Prepare a new mission statement to be incorporated into all of our social media bio’s
