A projected social media strategy for Chipotle

1. Social Media Strategy
By: Kelly Delgado
Due: October 2 2016

2. 1. Executive Summary October 2016
2. Social Media Audit
a) Social Media Assessment, October 2016
b) Traffic Sources Assessment, May 2016-September 2016
c) Customer Demographics Assessment
d) Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results, October 2016

3. Our social media priorities for 2016 will be to increase our online followers and to
increase customer engagement.
The content we will share will be informative, entertaining and promotional to
support our revenue goals and regain lost customers after the E-Coli breakout.
Two major strategies will support this objective:
1. Increase the volume of informative and promotional content
2. Increase social media visibility

4. Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter https://twitter.com/ChipotleTweets 805,00019 posts per week 0.002%
Facebook https://www.facebook.com/chipotle/ 3,013,1084 posts per week 0.018%
Instagram
https://www.instagram.com/chipotle
mexicangrill/ 377,0004 posts per week
Average interactions per
post = 8,591
LinkedIn
https://www.linkedin.com/company/c
hipotle-mexican-grill 49,3281 post per week 0.002%
Social Media Assessment
As of September 21 2016

5. At the present time, the highest engagement rate occurs on Instagram.The
lowest engagement rate occurs on both Twitter and LinkedIn.

6. Source Volume % of Overall Traffic Conversion Rate
Twitter 6k 15% 3%
Facebook 12k 20% 2%
Instagram 2k 8% 4%
LinkedIn 1k 3% 1%

7. At the present time, Facebook drives the highest volume of traffic to our
website.The conversion rate (conversion =online order or purchase of a gift
card) falls slightly behind Twitter at 2% and 3% respectively.

8. Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need
Secondary
Need
75% 18-30 60% Male 60% Facebook 40% Twitter
Well sized portion of
food for a cheap price
Good tasting
Mexican food
15% 31-40 40% Female 25% Twitter 20% Instagram
8% 41-55 13 % Instagram 20 % Facebook
2% 55+

9. Majority of the survey respondents are in the youngest age group, 18-30.Their
most used forms of social media are Facebook and Twitter. Receiving a decent
amount of food for a cheap price is their primary motivator for buying Chipotle.
Energies should be focused on creating more engaging content for Twitter.

10. Competitor Name Social Media Profile Strengths Weaknesses
Moe's Southwest Grill
https://www.instagram.com/moessouthwestgri
ll/
High content posts focused on the
food and what they have to offer
Low follower count, not a lot of multimedia posts
including videos
Tijuana Flats https://twitter.com/TijuanaFlats
Good customer engagement.Take
advantage of high quality
multimedia posts for promotions
and holidays Do not post as often as they should
Qdoba https://www.facebook.com/qdoba/
Have great customer interactions,
respond to almost every comment
from customers Not a very high customer engagement rate

11. The three major competitors all have a strong social media presence on Facebook,
Twitter and Instagram. However, Chipotle has a much higher follower count and
engagement rate compared to the competitors. High quality content and
multimedia posts is a major driver of engagement with their customers. Areas that
the competitors have room for improvement are building their follower count and
creating more content more often.

12. Overall Business Goals:
The recent E-coli breakout has caused us to lose a hefty part of our customers and their
trust.The primary focus of our 2016 social media strategy will be to increase
engagement rates (likes, shares, retweets) by creating more multimedia and various
content. Additionally we will look to build deeper relationships with our customers and
rebuilding their trust.
Some Specific Objectives include:
§ Increase likes, shares and retweets by 25% in the next 6 months via: 1. more diverse
multimedia content on both Twitter and Facebook 2. Increased use of unique and fun
hashtags on Twitter and Instagram (#Chipotlelife)
§ Increase follower count on Twitter, Facebook, Instagram and LinkedIn by 15% in the
next 6 months
§ Increase customer interactions (comments and mentions) by 10% in the next 6 months

13. KPIs
§ Number of multimedia posts on Twitter and Facebook
§ Rate of shares and retweets
§ Follower counts
§ Sentiment Analysis
Key Supporting Messages:
§ Food and ingredient safety improvements
§ A company that cares about their customers
§ Food that’s a bang for your buck

14. Adjectives That Describe Our Brand:
§ Cheap
§ Fast
§ Substance
§ Quality
When interacting with customers we are:
§ Caring
§ Attentive
§ Helpful
§ Honest

15. § “Hi ____! We’re so sorry this ruined your experience, we hope to get it fixed as
soon as possible. In the meantime, contact customer support and be sure to let
them know!”
§ “Hey ___! Glad to see you’re enjoying our food as much as we do! #burritosforlife”

16. Paid
1. Once a week boost the Facebook page's most popular post or video.The minimum
requirement in order to boost is 200 likes and 50 comments
2. Twice a week, use Twitter's paid advertising to promote tweets
Owned
1. once every three weeks, find a celebrity or a well known persona to create a post about
their feeling or a picture of chipotle
2. Instagram contest: Inspire customers to tag Chipotle in their creative and fun Chipotle
posts to be featured on Chipotle's Facebook page/Instagram and a change to win a gift
card
Earned
1. Create a native Facebook multimedia video about the health and safety improvements
that have been made

17. Approved
§ Buffer
§ Hootsuite
§ Canva
Rejected
§ N/A
Existing Subscriptions/Licenses
§ Photoshop
§ Vimeo

18. Holiday Dates:
§ Cinco De Mayo
§ National Burrito Day (April 2)
§ National guacamole Day (November 16)
§ Valentine's Day
Internal Events
§ National Employee Meeting (February 8)
Reporting Dates
§ Reporting and analyses at the end of every month to track our progress and goals

19. § Social Media Director : Ryan Murrin
§ Creates Strategies, monitors trends, analyzes results
§ Social Media Manager: Joe Stupp
§ Monitors customer issues, provides feedback to director, monitors analytics
§ Social Media Coordinator: Rusty Partch
§ Promotes social media within company, manages sites, searches for articles to share

20. Social media has become a part of this generation’s every day life.We use it in our personal lives, as
well as in business. Our company integrates social media into our meetings, planning,
communicating and much more. As an employee, you are a representative of Chipotle Mexican Grill.
Therefore, we ask you to demonstrate a sense of etiquette in your social media use and to follow these
guidelines:
§ Use common sense
§ Be honest
§ No illegal behavior
§ Keep competition friendly, no jabs at competitors
§ Be polite and helpful to customers
§ Have a complaint? Come to us about it
§ If you’re ever in doubt, we’re here to help!
Chipotle is serious about its social media use and guidelines. Failure to comply may result in
corrective action up to, and including, suspension, termination and legal action. Chipotle reserves the
right to take any further action it deems necessary. Questions, concerns and inquiries should be
aimed at human resources.

21. Scenario 1- Inappropriate tweet sent from @ChipotleTweets
§ Action Plan
1. When tweet is detected
§ Take a screenshot of the inappropriate tweet soon as it’s detected
§ Delete the tweet
§ Notify, and send the screenshot to Joe Stupp. If unavailable, alert Ryan Murrin
2. Joe Stupp and Ryan Murrin will discuss further action based on the reach and impact of the tweet
3. Rusty Partch will create an apology tweet, if deemed necessary, for Ryan Murrin to approve
4. Ryan Murrin will handle all media related contacts. If unavailable, owner, Steve Ells, is responsible
5. Steve Ells will deal with employees, including he/she who is responsible
No Pre Approved Messaging in this Scenario
§ Messaging is dependent upon the nature of the tweet itself, and is to be determined by the entirety of the social
media team

22. Scenario 2- A customer complaint reaches the media
§ Action Plan:
1. Both social Ryan Murrin and Joe Stupp must be notified immediately
2. Ryan Murrin and Joe Stupp will monitor the feedback from customers and determine the
damage to come up with a strategy
3. Ryan Murrin creates a company response draft for every form of social media
4. Ryan Murrin and Steve Ells are the only ones who will answer questions, talk to, the press
5. Ryan Murrin will interact directly with customers via social media
6. Social media team and Steve Ells will continue to monitor the situation as time progresses
and alter strategy if need be
Preapproved Messaging:
§ “We apologize for the situation at hand. Our customers will always be our number one
priority."

23. Quantitative KPIs
§ Reporting Period: 1 month
Source Weekly Activity Multimedia Activity Share/RT/Like Rate
Twitter 22 posts per week (+3) 11 posts per week (+3) +20%
Facebook 6 posts per week (+2) 4 posts per week (+2) +25%
Instagram 6 posts per week (+2) N/A +22%
LinkedIn 2 posts per week (+1) N/A +18%

24. Social Network Follower Count Comments/Mention Rate
Twitter
869,400
+8% +5%
Facebook
3,284,287
+9% +7%
Instagram
414,700
+10% +3%
LinkedIn
+1480
+3% N/A

25. § Our rates of shares and retweets have increased by an average of 21% with each
social media account, putting us on track to hit 25% in six months
§ We have gained an average of 7.5% more followers on each social media outlet,
putting us on track to gain 15% more followers in 6 months
§ The boosting of popular Facebook videos have attracted more likes, comments and
shares (Customer interaction) by an average of 5% on Instagram,Twitter and
Facebook.This puts us on track of hitting our goal of 10% in 6 months.
§ Our Facebook safety and regulation improvement video gathered some views, but
could gain more traction
§ Instagram contests have caused our follower count and conversion rate to increase

26. Qualitative KPIs
Sentiment Analysis
An analysis on 100 Facebook posts, 100 tweets and 100 Instagram posts revealed the following:
§ Following customers’ visits, there was a great amount of positive sentiment.This included shout
outs and sharing photos of their experiences.
§ The biggest driver of negative sentiment is people lack of trust due to the E. Coli breakout still
Proposed Action Items:
§ Continue Instagram contests
§ Continue to make Facebook videos about the health and safety improvements we have made
§ Continue unique tweet #Chipotlelife