Chipotle Social Media Strategy

SOCIAL MEDIA STRATEGYKimberly StolzFebruary 5, 2016

TABLE OF CONTENTS

• Executive Summary• Social Media Audit • Social Media Objectives• Online Brand Persona and Voice• Strategies and Tools• Timing and Key Dates• Social Media Roles and Responsibilities• Social Media Policy• Critical Response Plan• Measurement and Reporting Results

EXECUTIVE SUMMARY

Our primary social media priorities for 2016 will be increasing our presence in the online community and increasing our follower count on all networks.

The main focus will be to concentrate on more creative ways we can draw more traffic to our social media networks without requiring a large budget.

Two major social strategies will support this objective:1. Use viral videos to draw consumers to our social profiles.2. Highly encourage interaction and feedback on posts.

SOCIAL MEDIA AUDIT

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/ChipotleTweets

741K 14 posts per week 2%

Facebook https://www.facebook.com/chipotle/?fref=ts

1.8M 2 posts per week 2%

Instagram https://www.instagram.com/chipotlemexicangrill/

289K 5 posts per week 4%

Assessment Summary: The most likely place for two-way communication is on Facebook. Twitter brings in the most interaction with retweets and hashtag references. Instagram may have a smaller follower count, but they do well with interaction.

Social Media AssessmentData as of January 2015

SOCIAL MEDIA AUDIT Cont’

Source Volume % of Overall Traffic Conversion Rate

Facebook 3500 unique posts 10% 2%

Twitter 4000 unique posts 13% 2.5%

Instagram NO DATA NO DATA NO DATA

Assessment Summary: Twitter is the leading with the most interaction and traffic among the three networks (13% compared to Facebook’s 10%). Instagram may have no present data, but they still drive a lot of interaction on its posts and is a good presence online.

Website Traffic Sources Assessment Timeframe- Monthly average, May 2015 to October 2015


Age Distribution Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need Secondary Need

54% 18-30 47% Female 56% Facebook 29% Facebook Quick, but healthy Mexican food

Ability to personalize your meal to how you like it best

30% 31-40 53% Male 18% Twitter 23% Twitter

10% 41-55 26% Instagram 48% Instagram

6% 56-80

Assessment Summary: The age group that comes to Chipotle the most is 18-30 at 54%. Males are slightly more likely to get Chipotle. The best social media network to target these individuals would be Facebook and Instagram.

Audience Demographic AssessmentSurvey distributed in June/July via email upon visitor registration. Total applicant respondents: 1500


Competitor Name Social Media Profile Strengths Weaknesses

Moe’s Southwest Grill Facebook: Moe’s Southwest Grill

Two-way communication is present. Low quality pictures with lack of creativity and description.

Taco Bell Twitter: TacoBell Lots of RT from credible sources advocating on behalf of Taco Bell showing high recognition. Visuals are high quality and draw lots of attention.

Two-way communication is not executed to its full extent.

Qdoba Mexican Grill Instagram: Qdoba Mexican Grill

Captions are very informative about what they have to offer.

Not much interaction on posts present.

Assessment Summary: Above is an analysis of the top 3 competitors for Chipotle with major social media presence on Facebook, Twitter and Instagram. Twitter appears to have the biggest impact with lots of interaction using hashtags and endorsement from other brands. There is still a lot of room for improvement across all three platforms when it comes to two-way communication.

Competitor Assessment

SOCIAL MEDIA OBJECTIVES

1. Increase the average of comments from consumers on Facebook posts from by 30% in 6 months.

2. Increase Instagram followers by 10K in 6 months.3. Increase the amount of hashtags used in Twitter posts to boost

awareness by 20% in 6 months.

SOCIAL MEDIA OBJECTIVES Cont’

KPIs:

1. Number of posts on Facebook people interact with.2. Number of Instagram followers3. Number of people who recognize the brand Chipotle.4. Sentiment Analysis.

Key Messages:

1. Healthy and fast Mexican food.2. Customize your Mexican food to your

exact liking.

ONLINE BRAND PERSONA AND VOICE

Adjectives that describe our brand:• Quick• Healthy• Customizable• Inexpensive

When interacting with customers we are:• Helpful• Friendly• Efficient

STRATEGIES AND TOOLSPaid• Partner with a recognizable brand in exchange for the link to the Chipotle social profiles to

be advertised on the other brand’s networks.• Monitor the Chipotle Facebook posts every 3 days and repeat the most popular 2 posts.Owned• Host a Twitter chat once a week with a catchy hashtag to go along. Post about it on all

social media networks • Begin a blog series that highlights the strengths of Chipotle.Earned• Create a comical viral video raising awareness for Chipotle’s unique selling points. Content

will be re-posted and showed to friends of the consumer.• Monitor the competitors’ social profiles and offer their followers coupons for Chipotle.

Creates customer appreciation. Tools Approved• Buffer• Hootsuite

Tools Rejected• RebelMouse

Existing Subscriptions/Licenses• Photoshop• Vimeo• Canva

TIMING AND KEY DATES

Holidays:• Valentine’s Day• Mexico’s Cinco de Mayo• Memorial Day• Mexico’s El Dia de Muerto• Black Friday

Internal Events:• April 16-17 Queso Weekend• August 18-25 Students Back to School

Burritos

Reporting Events:• Reporting will occur once a quarter in

February, May, August and November. Precise dates TBA.

SOCIAL MEDIA ROLES AND RESPONSIBILTIES

• Social Media Director: Joe Stupp

• Social Media Manager: Rusty Partch

• Social Media Coordinator: Myra Ryder

SOCIAL MEDIA POLICYAs an employee and representative of Chipotle you are expected to demonstrate best practices and a sense of etiquette in your use of social media by following some simple guidelines:

• Be respectful to all• Use common sense• Stay out of trouble• Be polite• Be the solution• Be nice to Strangers• Act helpful to customers• Don’t ridicule the competition• Ask before you publish

CRITICAL RESPONSE PLANScenario 1: Public figure or highly viewed broadcast talks negatively about Chipotle.Action Plan• Employees must notify Joe Stupp (Social Media Director) and Rusty Partch (Social Media Manager).• The entire social media team must monitor the feedback from consumers and evaluate how to best

respond to the comments. Joe has final say on the reaction plan.• Joe drafts a social media post for every network in attempt to rectify the harm done.• Rusty directly responds to the consumer interacting with the situation.• Joe and Rusty continue to monitor the situation as it progresses and modifies strategy if needed. • Bring in Myra (Social Media Coordinator) as needed. Preapproved Messaging• “________’s opinion doesn’t define our brand. Our healthy and fast food is the meal you crave.”

CRITICAL RESPONSE PLAN Cont’Scenario 2: Two-way communication ends with an unhappy customer.Action Plan• When notified of unhappy customer

• Refer to the two-communication save it then remove.• Notify Joe Stupp (Social Media Director) and Rusty Partch (Social Media Manager).

• Joe and Rusty collaborate on how to rectify the situation.• Joe drafts appropriate response to consumer along with a coupon in hopes to keep their brand loyalty.• If the unhappy customer catches the eye of the media, then make sure Myra Ryder (Social Media

Coordinator) handles all contact.• Myra and Joe discuss how the matter should be advanced and if any discipline action is necessary.Preapproved Messaging• NO APPROVED MESSAGING- nature of message needs to fit the situation.

CRITICAL RESPONSE PLAN Cont’

Position Name Telephone Alt. Telephone EmailSocial Media Director Joe Stupp (555)-555-5555 (555)-555-5555 [email protected]

Social Media Manager Rusty Partch

(555)-555-5555 (555)-555-5555 [email protected]

Social Media Coordinator

Myra Ryder (555)-555-5555 (555)-555-5555 [email protected]

PR Agency Edelman (555)-555-5555 (555)-555-5555 [email protected]

Contact Information:

MEASUREMENT AND REPORTING RESULTS

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/ChipotleTweets

754K+ 2% growth

25 posts per week+ 70% increase

4%

Facebook https://www.facebook.com/chipotle/?fref=ts

2.1M+ 6% growth


5%

Instagram https://www.instagram.com/chipotlemexicangrill/

296K+ 3% growth


Average interaction per post: 330

Quantitative KPI’s:Reporting Period: 3 monthsData as of February 1, 2016

Social Network DataTimeframe as of February 1, 2016

MEASUREMENT AND REPORTING RESULTS Cont’

Source Volume Percentage of Overall Traffic Conversion Rate

Facebook 3800 unique posts+ 9% growth

17% 2%

Twitter 4400 unique posts+ 10% growth

20% 2.5%

Instagram 350 unique posts 7% 1.3%

Website Traffic Sources AssessmentTimeframe: Monthly average, November 2015 to January 2016

Results Assessment: Our Instagram follower count has grown 3800 in 3 months, on track to get to the 10K in 6 months. Instagram has also increased its posts by 150% and its interactions per post has increased by 50%. Our social media team has done a great job curating posts to gain optimal two-way communication opportunities. Facebook post interaction has increased by 10% in 3 months and is on track to for our objective of 30%. Our Twitter account interaction has grown by 10% and the live Twitter chats are a main contributor to the increase. We are currently perfectly on track for our hope to increase Twitter interaction by 20% in 6 months.

MEASUREMENT AND REPORTING RESULTS Cont’Qualitative KPI’s:Sentiment Analysis

• An analysis of shares, comments, retweets, likes and onsite engagement of all social profiles (Twitter, Instagram, Facebook) reveal the following: • There is a lot of positive sentiment when consumers are either craving or just finishing some Chipotle.

This includes comments, use of hashtags, shout outs, etc. to convey how much they enjoy the food or want it right now because it is so irresistible.

• The biggest area of negative sentiment is not getting enough meats in meals for the price charged.

Chipotle Social Media Strategy

Marketing

Transcript of Chipotle Social Media Strategy