{"id":5049,"date":"2015-10-27T12:24:32","date_gmt":"2015-10-27T16:24:32","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=5049"},"modified":"2015-10-27T12:24:32","modified_gmt":"2015-10-27T16:24:32","slug":"taco-bell-social-media","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/taco-bell-social-media\/","title":{"rendered":"How Taco Bell Got People Talking by Saying Nothing &#8211; And How You Can, Too"},"content":{"rendered":"<figure id=\"attachment_4613\" aria-describedby=\"caption-attachment-4613\" style=\"width: 105px\" class=\"wp-caption alignleft\"><img decoding=\"async\" class=\"size-full wp-image-4613\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/07\/Caroline-Dumas-thumbnail.png\" alt=\"Caroline Dumas\" width=\"105\" height=\"115\" \/><figcaption id=\"caption-attachment-4613\" class=\"wp-caption-text\"><em>Caroline Dumas, Naylor Association Solutions<\/em><\/figcaption><\/figure>\n<p>Raise your hand if you\u2019ve pulled into a Taco Bell drive-in for a late night pick-me-up, or for a quick bite to add a greasy coating to your stomach?<\/p>\n<p>Taco Bell has long been positioned in our minds as a fast-food restaurant with the sole purpose of satisfying our Mexican food craving \u2014 but not for much longer. Taco Bell is\u00a0the pioneer of a brilliantly innovative marketing campaign aimed to make fans of the brand notice and download their new ordering app. According to <a href=\"http:\/\/www.adweek.com\/news-gallery\/advertising-branding\/adweeks-media-plan-year-winners-bristle-digital-innovation-166729\" target=\"_blank\">AdWeek<\/a>, Taco Bell earned 300,000 app downloads in just 48 hours of campaign launch, and 2.5 million by the end of the 72-hour campaign.<\/p>\n<p><a href=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/Tweetables-icon.jpg\"><img decoding=\"async\" class=\"alignleft size-full wp-image-2502\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/Tweetables-icon.jpg\" alt=\"Tweetables\" width=\"300\" height=\"65\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>Consider taking one or all of your social accounts temporarily offline to drive\u00a0traffic to a new mobile app.\u00a0<a href=\"http:\/\/ctt.ec\/o770U\"><img decoding=\"async\" class=\"align:none wp-image-2517 size-full\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"RealLilTweetables\" width=\"17\" height=\"15\" \/><\/a><\/p>\n<p>Your members are likely eager to download a new app, especially for big annual events.\u00a0<a href=\"http:\/\/ctt.ec\/tCTVd\"><img decoding=\"async\" class=\"align:none wp-image-2517 size-full\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"RealLilTweetables\" width=\"17\" height=\"15\" \/><\/a><\/p>\n<p>Blacking out just one of your association&#8217;s social channels can help members discover you on another.\u00a0<a href=\"http:\/\/ctt.ec\/gFe6D\"><img decoding=\"async\" class=\"align:none wp-image-2517 size-full\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2014\/02\/RealLilTweetables.png\" alt=\"RealLilTweetables\" width=\"17\" height=\"15\" \/><\/a><\/p>\n<p>How? Taco Bell completely shut down all of its social media channels, temporarily eliminating its social strategy and redirecting all consumer interaction to their newly launched app. Coming in at <a href=\"http:\/\/www.adweek.com\/news-gallery\/advertising-branding\/adweeks-media-plan-year-winners-bristle-digital-innovation-166729\" target=\"_blank\">No. 6 on AdWeek\u2019s Top 32 Media Plans of 2015<\/a>, Taco Bell became a pioneer for innovative marketing strategies with this gutsy approach for\u00a0getting people to download their app.<\/p>\n<p>Don\u2019t worry, your association can get in on the action, too. Check out five ways your association can mimic Taco Bell and DigitasLBi\u2019s ingenuity:<\/p>\n<p><iframe title=\"DigitasLBi US - Taco Bell Blackout\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/GewHlqWKkyo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><strong>Black Out YOUR Social Media<\/strong><\/p>\n<p>Does your association have an upcoming conference? Consider taking your associations Twitter, Facebook, Instagram, LinkedIn, and Google+ accounts offline. Create an app specifically for your upcoming conference. By blacking out social media, you&#8217;re directing attendees to your app, making it your sole source of communication for the duration of the conference. You\u2019ll be surprised at the buzz you\u2019ll receive surrounding your app and the temporary disruption to members\u2019 access to your social media.<\/p>\n<p><strong><a href=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/10\/shutterstock_286228544-compressed-for-Web.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-5059\" src=\"http:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/10\/shutterstock_286228544-compressed-for-Web-300x200.jpg\" alt=\"shutterstock_286228544 compressed for Web\" width=\"300\" height=\"200\" srcset=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/10\/shutterstock_286228544-compressed-for-Web-300x200.jpg 300w, https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2015\/10\/shutterstock_286228544-compressed-for-Web.jpg 448w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a>Don\u2019t Undermine Your Members<\/strong><\/p>\n<p>You might think\u00a0the likelihood of your members caring enough to download an app is low. Think again. Your members are likely eager to download a new app, especially for big annual events. You may be surprised by how many app downloads you get. At Naylor, we\u2019ve seen clients receive app adoption rates of more than 50 percent.<\/p>\n<p><strong>Step Out of the Box<\/strong><\/p>\n<p>We get it. Trying something new is scary, and we all love our comfort zone. Here\u2019s the deal: Shutting down your association\u2019s social media accounts for a week prior to and during an event isn\u2019t detrimental to your long-term social media community. Your members won\u2019t abandon you that quickly.<\/p>\n<p><strong>Black Out Social Media, Brighten Non-Dues Revenue<\/strong><\/p>\n<p>By shutting down your associations social media, you\u2019re directing your normal traffic to a different source, for example, a conference app. Use your app as an outlet for generating more non-dues revenue. Offer advertising in the app, offer prime sponsorship of the app overall, or offer exclusive advertising opportunities to app users only.<\/p>\n<p><strong>Black Out One Social Media Platform<\/strong><\/p>\n<p>If you\u2019re afraid to kick start this extreme marketing technique, start slow. Try blacking out Facebook, thereby leading members to your Twitter account instead. Or start with whatever social platform is most popular among your members. You\u2019ll likely gain followers from members who didn\u2019t even realize your association had a presence on Twitter. Additionally, your association will generate word-of-mouth marketing and become an influencer of new marketing tactics in the association world.<\/p>\n<p><strong>Conclusion<\/strong><\/p>\n<p>We know, it\u2019s risky, but it\u2019s also genius. This plan could transform your association\u2019s future marketing strategies. Step out of your comfort zone; start slow, and give Taco Bell\u2019s approach a whirl. Your association might turn into the marketing mastermind of the association community.<\/p>\n<p><em><a href=\"mailto:dumas.caroline93@gmail.com?subject=How Taco Bell Got People Talking by Saying Nothing and How You Can, Too\" target=\"_blank\">Caroline Dumas<\/a> is a senior at Georgia College and State University studying marketing. She is completing an internship with Naylor\u2019s marketing department.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In just 48 hours, Taco Bell earned 300,000 downloads of their new ordering app by temporarily eliminating their social media strategy. Can your association mimic a gutsy move like this and get results without alienating members? Here are five ways we think you can. <\/p>\n","protected":false},"author":81,"featured_media":5059,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46,12,6],"tags":[885,116,553,10,27,23,886],"class_list":["post-5049","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-from-the-front-lines","category-marketing-communications","category-technology","tag-app-marketing","tag-member-communications","tag-member-marketing","tag-mobile-apps","tag-non-dues-revenue","tag-social-media","tag-taco-bell"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Taco Bell Got People Talking by Saying Nothing - And How You Can, Too - Association Adviser<\/title>\n<meta name=\"description\" content=\"In just 48 hours, Taco Bell earned 300,000 downloads of their new ordering app by temporarily eliminating their social media strategy. 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