Social Media Strategy created for Chipotle Mexican Grill.

1. Victoria Allbritton
October 2, 2016

2. Table of Contents
1. Executive Summary
2. Social Media Audit
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

3. Executive Summary
• Chipotle Mexican Grill’s social media goals include growing a larger
following base.
• We plan to do this by posting relevant and interesting information on our social media
outlets to encourage customers to engage with our company.
• Two Strategies to help us do that:
• Post content that is relevant to the values that we want to communicate to our
customers.
• Create a consistent posting schedule to optimize engagement.

4. Social Media Audit
Social Media Assessment
Social
Network
URL Follower
Count
Average Weekly
Activity
Average
Engagement Rate
Twitter twitter.com/ChipotleTweets 808,000 25 posts per week 5%
Facebook facebook.com/chipotle/?fref=ts 3,031,826 5 posts per week 4%
Instagram instagram.com/chipotlemexicangrill/ 384,000 5 posts per week Average interactions
on posts = 10,000 likes
LinkedIn linkedin.com/company/chipotle-
mexican-grill
50,180 2 posts per week .3%
Our Facebook account currently has the largest following, while our Twitter has the most posts per week
by far. I would recommend for more posting to be done the company’s Facebook, since it has the largest
following, as well as on the Instagram and LinkedIn pages.

5. Social Media Audit
Website Traffic Sources Assessment
Currently, our Facebook page is the biggest contributor to getting customer to click on
our website. Behind Facebook at 15%, is Twitter with a 7% conversion rate.
Source Volume % of Overall Traffic Conversion Rate
Twitter 20,000 unique visits 35% 7%
Facebook 50,000 unique visits 40% 15%
Instagram 15,000 unique visits 20% 4%
LinkedIn 5,000 unique visits 5% 2%

6. Social Media Audit
Audience Demographics Assessment
The majority of our social media audience falls within the millennial age range. Their most used social
media network are Facebook and Instagram, so we should increase the amount we are posting on
Instagram to promote more engagement.
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social
Network
Primary Need Secondary Need
18-30 55% Female 52% Female 52% Facebook 30% High quality food
and service
Fast and
convenient food
31-40 30% Male 48% Male 48% Instagram 40%
41-55 12% Facebook 50% Twitter 20%
56-80 3% Instagram 35%
Twitter 20%

7. Social Media Audit
Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
Taco Bell twitter.com/tacobell Large following No serious messaging
Moes Southwest Grill twitter.com/Moes_HQ Follower engagement Not as large of a following
Qdoba twitter.com/qdoba Visual posts Lack of diversity in posts

8. Social Media Objectives
Overall business goals: Our overall goal is to gain business by
encouraging engagement through social media.
Objectives:
• Increase the amount of followers on Twitter by 20% in 4 months.
• Increase the amount posts on Facebook by 25% in 3 months.
• Increase interactions on Instagram posts by 25% in 3 months.

9. Social Media Objectives
KPIs:
• Qualitative:
• Sentiment Analysis
• Quantitative:
• Number of followers on Twitter
• Number of posts on Facebook
• Amount of customer interactions on
Instagram
• Key Supporting Messages:
• High-quality ingredients
• Food safety
• Sustainability

10. Online Brand Persona and
Voice
When we interact with customers we are:
• Friendly
• Humorous
• Solution-oriented
Adjectives that describe our brand:
• Fresh
• Casual
• Easygoing
• Bold

11. Strategies and Tools
Paid:
1. Promote popular posts through Facebook to gain a larger reach.
2. Sponsor tweets with the #IngredientsReign hashtag to gain traffic to our Twitter page.
Owned:
1. Promote the use of the #IngredientsReign hashtag on Twitter to promote our brand and the
message of fresh, high-quality ingredients.
Earned:
1. Partner with local farms that supply for Chipotle to reiterate our point about quality ingredients so
that customers know exactly where their food is coming from.
2. Monitor all social media posts using the #IngredientsReign hashtag to see what consumers are
saying about Chipotle’s product.

12. Strategies and Tools
Tools-
• Approved:
• Buffer
• Tweetdeck
• Rejected: N/A
Existing subscriptions/licenses:
• Vimeo
• Hootesuite
• Photoshop

13. Timing and Key Dates
Key Dates:
• February 24 – National Tortilla Chip Day
• March 21 – National Crunchy Taco Day
• April 6 – National Burrito Day
• October 2 – National Farm Animal Day
Internal Events:
• Cultivate Festival – November 12
Reporting Dates:
• Chipotle will report Third Quarter 2016 Results on October 25, 2016

14. Social Media Roles and Responsibilities
Social Media Manager: Joe Stupp
Responsibilities:
• Customer service through social
media, web marketing, company
website projects and content and
messaging creation. Oversee all
social media platforms.
Social Media Strategists:
• Candice Stewart
• Myra Rider
Responsibilities:
• Post to social media accounts,
reply to and interact with
customers on posts.

15. Social Media Policy
• Be respectful to other businesses
• Don’t be offensive
• Be kind and helpful to customers
• If you’re not sure, don’t post it
• Ask before you post
• No posting of illegal activities
• Be sensitive to others opinions
• Make sure posts support company values
Social media has become an
integral part of most peoples day.
It has become a great for our
business to communicate with our
customers on a more personal
level. It is important to have a
social media policy for all workers
to abide by.

16. Scenario 1: Food safety issue with illnesses
Action Steps:
1. Contact Joe Stupp to evaluate social media implications
2. Contact Chris Arnold for assessment on the correct
way to handle the situation
3. Joe will send out pre-approved messages to brief
consumers on the situation
Pre-approved Messaging: “A food borne incident has
occurred at one of our restaurants today. We are working
diligently to isolate this incident and prevent further incidents
from occurring. Food safety is our top concern.”
Owner Name Telephone Alt. Telephone E-mail
Marketing Director Mark Crumpacker 303-595-4000 N/A N/A
Social Media Manager Joe Stupp 303-595-4000 N/A joestupp@chipotle.com
PR Director Chris Arnold 303-222-5912 303-595-4000 carnold@chipotle.com
Scenario 2: Offensive tweet sent out by employee
Action Steps:
1. Contact Joe Stupp to immediately delete the post
2. Release apology tweet
3. Review social media policy with all employees to ensure it
never happens again
Pre-approved Messaging: “We are sorry to those that a previous
tweet may have offended. We value our customers and their
opinions and would never want to displease our followers. We are
taking measures to ensure this kind of incident will not reoccur.”

17. Measurement and Reporting Results
Social Network Data
• Quantitative KPIs:
Social Network URL Follower Count Average Weekly Rating Average Engagement
Twitter twitter.com/ChipotleTweets 830,000
2.7% increase
30 posts per week
2% increase
12%
Facebook facebook.com/chipotle/?fref=t
s
3,345,423
10.3% increase
10-15 posts per week
33% increase
10%
Instagram instagram.com/chipotlemexican
grill/
412,000
7.2% increase
10-15 posts per week
33% increase
Average interaction on
posts= 12,000
LinkedIn linkedin.com/company/chipotl
e-mexican-grill
52,000
3.6% increase
2 posts per week
No increase
2%

18. Measurement and Reporting Results
Website Traffic Data
Source Volume % of Overall Traffic Conversion Rate
Twitter 25,000 unique visits
25% increase
40% 10%
Facebook 64,000 unique visits
28% increase
47% 17%
Instagram 20,000 unique visits
25% increase
26% 8%
LinkedIn 6,000 unique visits
20% increase
7% 2%

19. Measurements and Reporting Results
Results Assessment:
• Our Facebook had the biggest increase, with a 10.3% increase in followers and a 33% increase in posts. Instagram
had the next largest growth, followed by Twitter and then LinkedIn.
• Facebook also showed the biggest growth in volume followed by Twitter and Instagram, and lastly by LinkedIn.
Qualitative KPIs
• Sentiment Analysis:
• An analysis of our Twitter page showed a postitive sentiment. Many of the followers enjoyed the humourous
approach to tweets and really seemed to get engaged with these posts. The biggest contributor towards
negative sentiment seems to be related to food safety issues and bad customer service in restaraunts.