1. Social Media Goals Caitlin Corkery, Jeremy Kirchmer, Brittany Hallberg, Sonya Hua, Tracy Solorzano

2.  American chain of fast food restaurants serving Mexican-style food  Established by Glen Bell in 1962 in California  Expanded throughout U.S. as well as Australia, China, and Iceland  Gained a lot of popularity primarily amongst 18 to 54 year olds  Taco Bell has taken advantage of the growing use of social media across its primary and secondary target markets by developing and monitoring Facebook, Twitter, and Youtube pages Taco Bell Overview

3. 93% of people with an income of < $10,000 a year do not consider their diet to be very healthy Primary Target Market: 18-34 year olds  23% of 18-24 year olds visit Taco Bell within the past month  21% of 25-34 year olds visited Taco Bell within the past month  Are more frequent customers of fast food restaurants than any other age group  Busy lifestyles, want convenience, seek inexpensive options due to their lower incomes Secondary Target Market: 35-54 year olds  19% of people aged 35 to 44 visit Taco Bell within the past month  19% of ones 45 to 54 visits Taco Bell within the past month  48% of parents with five or more children eat at Taco Bell, 34% of parents with one to three kids eat Taco Bell and 23% of adults without children visit Taco Bell  Simmons 2008 Data Target Market

4. Consumer’s View on Taco Bell Facebook Twitter and YouTube Taylor Madris: Oh how I love those crunchwraps! ADDICTED. Nice promo! Kristin Cummings: I LOVE THE NEW SAUCES! they should bottle them cuz i love them, way better than tabasco or chalula! Tevalentinecom: Thank you so much for providing good food at an affordable price all these years. This lawsuit is just plain silly. Mr jbrown: I'm sorry #TacoBell but I want 100% beef, no 88% beef. 121,936 Followers 2,722 Subscribers

5. Consumer’s View on Taco Bell Facebook, Twitter and YouTube Erik Wolf: Thanks for the great deal on the crunchwrap, awesome :) OH and can you guys please please PLEASE bring back the shrimp taco?? I would love you a MILLION times more. AustinRussell: I am going to be going to taco bell everyday till March 5th for the $.88 crunch wrap supreme #tacobell Lance Dubroc: Really pissed me off when I went to taco bell and you discontinued the XXL Gordita. Bad move. RT @TheNatePerry: Justice served! @TacoBell lawsuit dropped! Deliciousness wins again! http://bit.ly/lawsuitoverTheNatePerryTacoBell http://bit.ly/lawsuitover

6. Think Outside the Bun May 1, 2011 to July 1, 2011

7.  Customers send a video to Taco Bell through their Youtube channel with an idea for a new combo taco meal that they want to be featured on their menu  Fans vote for their favorite submissions  The top four picks will be featured on their Facebook, Youtube, and Twitter sites promoting the competition.  Top four picks will be added to the Taco Bell menu at participating locations throughout August 2011.  If one of these box meals becomes a Taco Bell favorite, it will become a staple in their menu across the nation. Campaign

8.  Increase monthly food sales by 15% in the months of May and June 2011 as compared to last year’s May and June sales  Encourages customer interaction and creates a reason for new customers to visit Taco Bell  Customers’ voices will be heard enticing loyal customers and new consumers to participate  Updates the menu in a unique fashion and creates new customer interaction  Increases activity on Taco Bell’s Youtube page by inviting the audience to participate “Think Outside the Bun” Achieves:

9. July 2011 to September 2011 Re-Tweet the Taco

10. Taco Bell will create a taco image that will be posted along with certain tweets once a month for three months. When the first 100 Twitter users re-tweet the picture of the taco, they will receive a reply from Taco Bell with a printable or mobile coupon through a direct message of a coupon to redeem the featured value meal. Campaign

11.  Taco Bell’s Twitter account has approximately 120,000 followers  Taco Bell’s second objective is to increase 30% of Twitter followers by the end of October 2011  This promotion will engage the customers, reinforce positive image of company, maintain customer satisfaction, and brand loyalty “Re-Tweet the Taco” Achieves

12. September 2011 to November of 2011 Yo Quiero Taco Bell

13.  Due to high demand for the old mascot, the game’s character will be the once popular Taco Bell Chihuahua  Players will have to collect the largest amount of tacos to eat and store them in their dog houses, while other players can raid their collection and steal their meals until they have enough to build their own Taco Bell restaurant The Game

14.  Currently has over 6,000,000 Facebook likes. Over the 2 month span, Taco Bell’s goal is to reach 14,000,000 likes by November 2011. Current research shows that Taco Bell’s Facebook page increases an approximate 1 million likes per month.  The company can excite their fan base and attract new customers with a new game featured on their Facebook page that can only be played if you “like” their page.  The addition of the game on their social media site will increase “likes” keeping the brand relevant and innovative “Yo Quiero Taco Bell” Achieves

15. Taco Bell The success of these three recommended campaigns are easily traced back to social media and creates an increase of social media users’ involvement with the company.