TRACE FERGUSON2/18/2017 1

TABLE OF CONTENTS

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1…… Cover Page2…… Table of Contents3…… Executive Summary4…… Social Media Audit: Social Media Assessment5…… Social Media Audit: Website Traffic6…… Social Media Audit: Audience Demographics7…… Social Media Audit: Competitor Assessment8…… Social Media Objectives9…… Online Brand Persona10…… Strategies and Tools11…… Timing and Key Dates12…… Social Media Roles & Policy13…… Critical Response Plan: Scenario 114…… Critical Response Plan: Scenario 215…… Measurement & Reporting Results: Website Traffic Assessment16…… Measurement & Reporting Results: Social Network Data17…… Measurement & Reporting Results: Sentiment Analysis & Proposed Actions

EXECUTIVE SUMMARYOur main social media priorities for 2017 will be growing our online presence and interactive community.

The primary focus will be to enhance revenue through our social channels by creating content that is more engaging and fun for our customers, while being competitive with the other companies in our market share.

The two major social strategies that will support our objective:

1. Increase engaging, quality content that aligns with our brand voice.2. Increase conversations and company promotions with consumers.

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SOCIAL MEDIA AUDIT

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Social Media Assessment Social Network URL Follower Count Average

Weekly Activity

Average Engagement Rate#interactions/reach

http://bit.ly/1ANK9um

1.8 Million 12 tweets 2%

http://bit.ly/1m0zKQA

10,448,540 2 posts 1%

http://bit.ly/1mCj1IH

1 Million 2 posts Average interaction per post: 20k

http://bit.ly/2mcKujZ

59,135 6 videos 5%

http://bit.ly/2laSaFu 37,250 1 post a month .05%

Assessment: At this time, the highest interaction of posts occurs on Facebook. Little to no interaction occurs on Linkedin.

SOCIAL MEDIA AUDIT

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Website Traffic Sources Assessment

Social Network Volume Percent of Overall Traffic

Conversion Rate

100,000 unique visits

20% 5%

1 million unique visits

40% 15%

NO DATA NO DATA NO DATA

2000 unique visits 5% 1%

1000 unique visits 1% 0.4%

Assessment: At this time, Facebook drives the highest traffic to our website. Facebook also has the highest conversion rate. Although no data is available for Instagram, a lot of interaction occurs on this platform as well.

SOCIAL MEDIA AUDIT

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Audience Demographics Assessment

Audience Demographics Summary:Majority of our clients are between ages 0-30. They mainly visit our page for our fun content or because they are loyal to the brand and just want to check in.

Age Distribution

Gender Distribution

Primary Social

Network

Secondary Social

Network

Primary Need

Secondary Need

0-18: 40% 55% Male 55% Male 40% Twitter Visit for fun promotions and our brand voice

Visit because of brand loyalty

18-30: 40% 45% Female 45% Female 30% Instagram

31-40: 10% 60% Facebook

20% Facebook

41-55: 5% 18% Twitter

55+: 5% 15% Instagram

SOCIAL MEDIA AUDIT

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Competitor Assessment

Audience Demographics Summary: All three competitors have strong online brands, but Chipotle is our biggest competitor with their online persona.

Competitor Name Social Media Profile Strengths Weaknesses

Facebook: SubwayTwitter: @SubwayInstagram: @Subway

Double the amount of like on Facebook.

Replies within a day on Facebook instead of within a few hours.Twitter is strictly promotion

Facebook: ChipotleTwitter: @ChipotleTweetsInstagram: @ChipotleMexicanGrill

Quickly Replies on Twitter.Quirky, humorous tweets.

Not much engagement with instagram comments.

Facebook: Moes Southwest GrillTwitter: @Moes_HQInstagram: @MoesSouthwestGrill

Posts on Instagram 5 times a week.

Only has 5% of our facebook followers.

SOCIAL MEDIA OBJECTIVESOur main goal is to drive more traffic to our restaurants through social media promotion and

brand-consumer relationship within the next six months. We want a community that is friendly, humorous, and fun to keep tabs on. We also want to portray our brand as innovative and always creating entertaining content for our sites.

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● Specific Objectives:

○ Increase brand-consumer relationship through more engagement on all brand channels.

○ Increase our Twitter presence by 15% through interactions and the #TacoBell hashtag.

○ Increase Instagram post frequency to 5 times a week.

○ Increase volume of visual Facebook posts by 50% in the next 6 months.

● KPI’s

○ Number of unique visitors to our Facebook, Instagram, and Twitter channels.

○ Increase in Twitter followers.

○ Number of Weekly photos to Instagram and Facebook.

● Key Messages

○ Taco-tastic, fun posts.

○ TacoBell is entertaining, innovative and quirky.

ONLINE BRAND PERSONAAdjectives that describe our brand:

● Witty● Playful● Edgy● Fun● Humorous● Bold● Current

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When interacting with customers we are:● Friendly● Light-hearted● Helpful

STRATEGIES AND TOOLSPaid: Boost our Facebook posts

about YouTube collaborations

every Sunday. The post must

have a minimum reach of 30,000

people.

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Owned: Introduce the Taco Bell

hashtag on instagram and regram the

best creative pictures featuring our

food. Featured users win a $50 Taco

Bell gift card.

Earned: Monitor Twitter for

mentions of our brand and quote

them. Also monitor hashtags of

our food such as

#NakedChickenChalupa.

TIMING AND KEY DATES● Holiday Dates:

○ Valentine’s Day, Feb. 14○ Employee Appreciation Day, March 3○ St. Patrick's Day, March 17 ○ Cinco De Mayo, May 5○ Mother’s Day, May 14○ Father’s Day, June 18○ Halloween, Oct. 31○ Thanksgiving, Nov. 24

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● Internal Events:○ June 2 - Employee

Training○ November 15 - Toy

Drive Begins

SOCIAL MEDIA ROLES & POLICY

Roles:Marketing Director - John DaneSocial Media Manager - Jamie Chalupa Social Media Coordinator - Lily Garza

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Social Media Policy:● Be respectful to all ● Use common sense ● Be polite, but a little sassiness is okay● Be the solution, not the problem ● Be nice and clever to strangers● Act helpful to customers ● Be witty and light-hearted when replying

to negativity● Excited about a company event or

campaign? Feel free to spread the word to your networks.

● Not sure if your social message is up to par? Ask!

CRITICAL RESPONSE PLANScenario 1: Customer tweets a picture of undercooked food that they had received from one of our restaurants.

1. When the tweet is seen, immediately issue a sincere apology and say that we will direct message them.

2. In the direct message, sincerely apologize again and assure them that we will make sure this never happens again. Ask the customer when and at what location this situation occurred.

3. Issue the customer a refund or gift card as a token of apology and thank them for their patience.

4. Contact the location that caused the situation and speak the to the manager.5. Re-train the employees at that location and let go of the employee(s) who

cooked/served the raw food.6. If the media picked up the tweet, let them know how we are handling the situation. 13

CRITICAL RESPONSE PLANScenario 2: A customer on facebook gives us a bad review and writes out their negative experience with the customer service at one of our restaurants.

1. When the post is seen, immediately comment on it with a sincere apology.2. Directly message the customer inquiring about the location and those involved in

this incident.3. Issue the customer a refund or gift card as a token of apology and thank them for

their patience.4. Contact the location that caused the situation and speak the to the manager.5. Re-train the employees at that location.

Pre-Approved Message: _______, we are so sorry to hear about this awful experience with one of our locations. This

service does not reflect our brand or what we stand for. We will message you to further inquire about the details

of this situation so that we can assure it never happens to anyone again. We apologize for your experience and we

hope you let us make it right. 14

MEASUREMENT & REPORTING RESULTS

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Website Traffic Sources Assessment

Social Network Volume Percent of Overall Traffic

Conversion Rate

130,000 unique visits

+30% growth

35% 5%

2 million unique visits

+50% growth

65% 15%

NO DATA NO DATA NO DATA

2500 unique visits+25% growth

10% 1%

1050 unique visits+5% growth

1.5% 0.4%

MEASUREMENT & REPORTING RESULTS

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Social Network Data Social Network URL Follower Count Average

Weekly Activity

Average Engagement Rate#interactions/reach

http://bit.ly/1ANK9um

2 Million+10% growth

25 tweets 4%

http://bit.ly/1m0zKQA

12 million+15% growth

15 posts 3%

http://bit.ly/1mCj1IH

1.5 Million+33% growth

5 posts Average interaction per post: 40k

http://bit.ly/2mcKujZ

65,000+4% growth

6 videos 6%

http://bit.ly/2laSaFu 39,000+2% growth

2 post a month .05%

MEASUREMENT & REPORTING RESULTSSentiment Analysis:

An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100 Tweets revealed the following:

● An increase in interactions between the consumer and brand

● Positive feedback on our food and original content

● The biggest driver of negative feedback is a bad customer service related experience 17

Proposed Actions:

● Continue posting more frequently on a weekly basis

● Continue to enforce our brand voice through various campaigns and replies to followers

● Increase collaborations on our Youtube Channel

● Revamp our LinkedIn profile