Twitter Success Story: Taco Bell

December 15, 2015

Twitter page:

Taco Bell is an American fast-food chain serving a variety of Mexican-based food.

The Problem:
Despite the popularity of the food chain giant, Taco Bell had low follower engagement across many of their social media platforms. Additionally, their Twitter channel had significantly fewer followers than other large brands of the same industry. Like many fast-food restaurants, Taco Bell relies on obtaining and maintaining customer loyalty. In order to do this, they needed to to reinvent their social media presence whilst engaging and conversing with current followers to obtain new ones.

How they overcame their problem:
Taco Bell began twitter conversations with Tweeters who had over 10,000 followers. Targeting these power users maximised social reach, increased the likelihood of brand mentions and retweets, and had the potential to direct traffic to their Twitter page. Taco Bell also adopted a uniquely carefree and idiomatic Twitter voice. This tone humanised the brand transforming the fast-food giant into a humorous pal. They also used popular hashtags to focus on threads that were most relevant to their brand to ensure the widest audience reach.

The result:
The reaction from Twitter was incredible. Taco Bell gained over 600, 000 Twitter followers, 3-times that of Burger King’s, and achieved over 3000 retweets from a single tweet.

Why it worked:
Proactive engagement on Twitter gained and maintained follower interest. Targeting influential Twitter users allowed for utmost social reach and potentially directed traffic to their Twitter profile. The unique, authentic voice differentiated Taco Bell and humanised the brand allowing it to be more personable.

What they are doing now:
Taco Bell currently has 1.64 million followers with 28.2 thousand likes. The brand continues to interact with followers across all social media platforms as the long-term effects, although intangible, have been highly invaluable.

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About the author 

Jonathon Tanner

Jonathon Tanner is the Co-CEO of Social Media College, Australia's leading educator and trainer for social media.

He co-authored the Diploma of Social Media Marketing, the world's first and only Australian Government recognised course in social media marketing, delivered by 25 leading colleges and TAFEs across Australia, and articulating into several Bachelor programs at Australian Universities.

His deep expertise in social media spans content marketing, social media strategy, 15 different social media networks, paid social advertising, personal branding, email marketing, and social media conversion.

Jonathon has also co-founded several other businesses, as well as spending 12 years as a management consultant specialising in mergers & acquisitions for private equity firms, growth strategy, and operational improvement.

Jonathon holds a combined Bachelor of Laws (Honours) and Bachelor of Commerce from the University of Sydney.

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