{"id":54,"date":"2013-04-25T19:29:47","date_gmt":"2013-04-25T19:29:47","guid":{"rendered":"http:\/\/kindeconomy.wpengine.com\/?p=54"},"modified":"2018-08-02T20:17:37","modified_gmt":"2018-08-02T20:17:37","slug":"purpose-driven-marketing-taco-bell-ceo-greg-creed-rocks-rlc2013","status":"publish","type":"post","link":"https:\/\/thekindnesseconomy.com\/?p=54","title":{"rendered":"Purpose Driven Marketing: Taco Bell CEO Greg Creed Rocks #RLC2013"},"content":{"rendered":"

According to Todd Jones of G.E Capital, the restaurant industry currently spends 80% of it\u2019s 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.<\/em><\/strong><\/p>\n

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“-1% sales in first quarter isn\u2019t going to cut it”\u00a0@TacoBell<\/a>\u00a0CEO \u201cLet insights guide the way\u201d\u00a0#RLC2013<\/a><\/p>\n

\u2014 Joni Thomas Doolin (@luckypenny)\u00a0April 24, 2013<\/a><\/p><\/blockquote>\n

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Taco Bell is looking to double in size over the next 10 years. Greg Creed\u00a0@tacobell<\/a>\u00a0#RLC2013<\/a><\/p>\n

\u2014 Restaurant Business (@RB_magazine)\u00a0April 24, 2013<\/a><\/p><\/blockquote>\n

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Massive shift from food as fuel \u2013 to food as experience Greg Creed,\u00a0@TacoBell<\/a>\u00a0CEO >>they they shifted to Live Mas\u00a0#RLC2013<\/a><\/p>\n

\u2014 Joni Thomas Doolin (@luckypenny)\u00a0April 24, 2013<\/a><\/p><\/blockquote>\n

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We have to change our focus from product development to platform development. Greg Creed\u00a0@TacoBell<\/a>\u00a0CEO\u00a0#RLC2013<\/a><\/p>\n

\u2014 Summer Brand Camp (@SBrandCamp)\u00a0April 24, 2013<\/a><\/p><\/blockquote>\n

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Brand clarity: why do we exist, what do we stand for, what\u2019s our purpose? Greg Creed\u00a0@TacoBell<\/a>\u00a0CEO\u00a0#RLC2013<\/a><\/p>\n

\u2014 Joni Thomas Doolin (@luckypenny)\u00a0April 24, 2013<\/a><\/p><\/blockquote>\n

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Our brand essence can be summed up in one word MAS \u2013 more purpose, passion, we give more. We feed people\u2019s lives with MAS.\u00a0#RLC2013<\/a><\/p>\n

\u2014 Joni Thomas Doolin (@luckypenny)\u00a0April 24, 2013<\/a><\/p><\/blockquote>\n

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@TacoBell<\/a>\u00a0Principles HUNGRY: Helpful, Understanding, Never Follow, Grateful, Relentless, Youthful\u00a0#RLC2013<\/a><\/p>\n

\u2014 Joni Thomas Doolin (@luckypenny)\u00a0April 24, 2013<\/a><\/p><\/blockquote>\n

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\u201cThe Customer Experience Never Exceeds the Team Member Experience\u201d Greg Creed\u00a0@TacoBell<\/a>\u00a0CEO\u00a0#RLC2013<\/a><\/p>\n

\u2014 Joni Thomas Doolin (@luckypenny)\u00a0April 24, 2013<\/a><\/p><\/blockquote>\n

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Love the\u00a0@TacoBell<\/a>\u00a0\u201cFirst Bite\u201d social campaign to engage employees cc:\u00a0@appreci8<\/a>\u00a0integrating workplace & marketplace\u00a0#RLC2013<\/a><\/p>\n

\u2014 Joni Thomas Doolin (@luckypenny)\u00a0April 24, 2013<\/a><\/p><\/blockquote>\n

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.<\/strong><\/p>\n

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When Taco Bell hears about a hoax opening in Bethel, Alaska? They send 10k tacos\u00a0http:\/\/t.co\/m0Csre3ft9<\/a>\u00a0#rlc2013<\/a>\u00a0Greg Creed, CEO\u00a0@tacobell<\/a><\/p>\n

\u2014 Restaurant Business (@RB_magazine)\u00a0April 24, 2013<\/a><\/p><\/blockquote>\n

If you are a publisher, you have to put out content every day. No more broadcasting; create a conversation & engage your raving fans.<\/strong><\/p>\n

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We have to move from marketing to publishing. From Advertising to Storytelling. Greg Creed\u00a0@TacoBell<\/a>\u00a0CEO\u00a0#RLC2013<\/a>\u00a0#innovation<\/a><\/p>\n

\u2014 Joni Thomas Doolin (@luckypenny)\u00a0April 24, 2013<\/a><\/p><\/blockquote>\n

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47% of Millenials use Social Networking while Eating. Greg Creed\u00a0@TacoBell<\/a>CEO\u00a0#RLC2013<\/a><\/p>\n

\u2014 Joni Thomas Doolin (@luckypenny)\u00a0April 24, 2013<\/a><\/p><\/blockquote>\n

His final note of caution to the audience:<\/strong><\/p>\n

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“If you don\u2019t like change, your going to like irrelevance even less \u201c Greg Creed\u00a0@TAcoBell<\/a>\u00a0CEO Greg Creed ROCKS the\u00a0#RLC2013<\/a>\u00a0stage.<\/p>\n

\u2014 Joni Thomas Doolin (@luckypenny)\u00a0April 24, 2013<\/a><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

According to Todd Jones of G.E Capital, the restaurant industry currently spends 80% of it\u2019s 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. “-1% sales in first quarter isn\u2019t going to […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-54","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/thekindnesseconomy.com\/index.php?rest_route=\/wp\/v2\/posts\/54","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thekindnesseconomy.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thekindnesseconomy.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thekindnesseconomy.com\/index.php?rest_route=\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/thekindnesseconomy.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=54"}],"version-history":[{"count":0,"href":"https:\/\/thekindnesseconomy.com\/index.php?rest_route=\/wp\/v2\/posts\/54\/revisions"}],"wp:attachment":[{"href":"https:\/\/thekindnesseconomy.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=54"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thekindnesseconomy.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=54"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thekindnesseconomy.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=54"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}