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According to Todd Jones of G.E Capital, the restaurant industry currently spends 80% of it’s marketing dollars on television advertising, and less than 3% on social marketing and engagement. Closing keynote Greg Creed shared how Taco Bell is using social technology to get ahead of the pack.

Using their proprietary social analytics platform, Taco Bell crawls the web and monitors key words and trends that people are saying about their brand. This story was a great example of how they used that information to craft a brilliant campaign yielding millions of social mentions and a lot of good will.

If you are a publisher, you have to put out content every day. No more broadcasting; create a conversation & engage your raving fans.

His final note of caution to the audience: