Matt Prince, senior manager of PR at Taco Bell, shared how the restaurant chain uses social media listening tool NetBase Quid to understand food trends and culture insights that affect everything from its content and brand voice to its packaging and menu innovations.
How has Taco Bell’s approach to listening to consumers on social media changed over the years?
The brand's approach to social media has mirrored the evolution of consumers’ use of social media. As social channels like Twitter and Instagram have matured, and of course new platforms like TikTok emerge, the way in which consumers engage with and impact brands is very powerful. Fans’ voices are getting louder, and brands are listening more closely.
In addition, social media has caused the shelf life of trends to get shorter. In many cases, you can uncover a food trend through social, begin ideation and the food innovation development process, and by the time a product is born a year later, that trend has already passed. It forces you to move much quicker.
At Taco Bell HQ, we actually have a room dedicated to social listening. It’s called The Fishbowl (pictured below), and what started as one screen in a dark room has evolved to 12 screens at the center of our offices. Running 24/7, we have dashboards powered by Netbase Quid showing real-time conversations and trends revolving around our brand. The physical growth and focus of that room is a good indicator of how intently teams are paying attention to the social...
Read Full Story: https://www.prweek.com/article/1726983/6-questions-taco-bells-matt-prince-brand-uses-social-media-menu-decisions
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