Compare and Repair

Vs.

AgendaOverview of Current SM

Identify Target Audiences

Similarities & Differences of SM Usage

Goals of SM Strategies

Usage Patterns

Organizational Schematics

Evaluation Tool

Repair Plan

So What?

SM Overview: McDonald’sPlatform Followers

Facebook 54,787,098

Twitter 2,647,123

Instagram 417,000

Vine 125,400

Snapchat 50,000+*

YouTube 77,526

*Pinterest, mobile app

SM Overview: Taco BellPlatform Followers

Facebook 10,674,047

Twitter 1,453,461

Instagram 500,000

Vine 155,400

Snapchat 200,000+*

YouTube 23,667

*Pinterest, Tumblr, mobile app

Target AudienceMCDONALD'S

Family-oriented

Regional/National

Broad audience

Tailored to fit different interests

“…a family-friendly, fun environment for everyone to enjoy.”

TACO BELL

Younger generation

Lower income families

Those leaving at bar close

“You’re never too old to enjoy snack food.”

Goals of SM Strategies: McDonald’sBUSINESS GOALS

Make money

Top-of-mind awareness

Quality of food

Community involvement

COMMUNICATION GOALS

Transparency campaign

Creativity

Tailor messages to all audiences

Show off the goods

Goals of SM Strategies: Taco BellBUSINESS GOALS

Make money

Promote mobile app

Audience focused

Quality of food

Explore new food options

Opportunity for growth

Community involvement

COMMUNICATION GOALS

Creativity

Innovative

Link messages across all SM platforms

Tailor messages to specific audiences

McDonald’sMost active on Facebook & Twitter

Posts generally geared towards:

Food

Creativity

Branding

Not utilizing Snapchat account

Efficient in customer replies

Customer service account

Taco BellMost effective on Twitter & Snapchat

Posts generally geared towards:

New mobile app

Humorous/creative content

Food/brand

Interaction focuses on positive feedback

Creative! Informative!

Traditional Ads

Evaluation Tool

Overall score: 23/30

McDonald’s

Overall score: 27/30

Taco Bell5

3

4

Repair PlanMCDONALD’S

Snapchat – Use it or lose it!

Post more frequently on Instagram

Retweet customers, rather than just corporate sponsors

Continue to link customer concerns to YouTube Ex. Transparency Campaign

TACO BELL

Improve timeliness of Snapchat posts

Promote mobile app more frequently

Add more creative content to YouTube channel

Continue to be a pioneer on Snapchat

So What?Both organizations have been successful to this point

Always room for improvement

Quality of food has become a main focus for both

Community involvement remains large

Taco Bell is a SM pioneer on Snapchat

Content designed to reach target audience