Social Media StrategyAna Cristina Puyana

October 2, 2016

1. Executive Summary2. Social Media Audit

a. Social Media Assessmentb. Website Traffic Sources Assessmentc. Audience Demographics d. Competitor Assessment

3. Social Media Objectives4. 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

Table of Content

Executive SummaryOur major social media priorities for 2016 will be growing Chipotle’s online following and interaction with customers.

The most important thing will be to support revenue goals through engaging more people in our website by sharing more attractive content and therefore building deeper relationships with our customers.

Two major social strategies will support this objective: 1. A plan to increase the amount of content we

publish in our social media profiles.2. Encourage customers to question and criticize

our social media outlets in order to improve them.

The following is an audit of Chipotle’s social media presence to date. It includes and assessment of all social networks, web traffic, audience demographics, and a competitor analysis.

Social Media Audit

Account Name Number of Followers

Avg. Weekly Activity

Avg. Engagement

Instagram 382K 2 to 3 post per week

3%

Facebook 3,030,508 2 to 3 post per week

5%

Twitter 807k 3 to 4 tweets per week

6%

YouTube 64,548 1 post every month

2%

https://www.instagram.com/chipotlemexicangr ill/?hl=en

https://www.facebook.com/chipotle

https://twitter.com/ChipotleTweets?ref_src=tw src%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eaut

https://www.youtube.com/user/chipotle

Social Media Audit

Based on this data, at the present time, the highest number of interactions per post occurs on Twitter with an average engagement rate of 6%. The smallest interaction occurs in YouTube.

Facebook will provide the largest reach, but Instagram and Twitter have better engagement rates. YouTube has a small audience, but the videos have good engagement.

Social Media Assessment

Website Traffic Sources AssessmentSource Volume Percentage of

Overall TrafficConversion Rate

Instagram 900 unique visits

2% 1.35%

Facebook 3,700 unique visits

9% 2%

Twitter 7,500 unique visits

15% 4%

YouTube Less than 1,000 unique visits

1-2% .5%

Traffic Summary: Because most of the click-through traffic comes from Facebook and Twitter, we should focus on generating quality video and visual content for this medium. This videos can be shared through YouTube.

Audience DemographicsAge Distribution

Gender Primary Social Network

Secondary Social Network

Primary Need Secondary Need

46% 20-29

52% Female

Twitter Snapchat Cost-effective and healthy food

Environmentally friendly

33% 30-39

56% Female

Facebook Twitter Quick Mexican Food Healthy food

11% 40-49

60% Female

Facebook Twitter Good Mexican Food Family environment

10% 50+ 53% Male Facebook Most said only Facebook

Good Mexican Food Family environment

Audience Summary: The majority of the survey respondents are in the 20-29 age group. Twitter and Snapchat are their most social networks. Cost and Healthy food are their motivators for going to Chipotle

Competitors AssessmentCompetitor Name

Social Media Profile

Strengths Weaknesses

Qdoba FB: qdobaTwitter: @qdobaInsta: qdoba

• Publishing video content

• Great costumer interaction

• Low follow rate• Low customer

interaction

Taco Bell FB: Taco BellTwitter: @tacobellInsta: Taco Bell

• More followers than Chipotle (947k)

• Frequent posts

• Poor consumer relations

Moe's Southwest Grill

Twitter: @moes_HQInsta: moessouthwestgrill

• Use more hash tags

• More retweets

• Low Follow rate• Low brand

awareness

Competitors Summary: The above analysis focused on Chipotle’s three main competitors and their strong social presence on Facebook and Instagram, respectively. They are strong on how their products look so customers will be attracted. They could improve in responding to negative comments in a way they will make themselves look better.

Social Media Objectives

Social Media ObjectivesThe focus of our social media strategy will be to support revenue goals through engaging more people in our website by sharing more attractive content and therefore building deeper relationships with our customers.

Some specific objectives include:1. Increase unique visitors to website by 25% in 6

months via: a. Increasing brand awareness through tweets.b. Increasing the use of hash tags across all

social channels

Social Media Objectives

Key Messages:

Chipotle serves food with integrity. All food is GMO-free and sustainably

farmed. Chipotle is a quick and healthy

alternative to other restaurants in this industry.

Chipotle is an honest and transparent organization

Online Brand Persona & Voice

Adjectives that describe our brand:CheapFastFlexibleDelicious

When Interacting with customers we are:FriendlyGivingEffective

Strategies and ToolsPaid: Every Thursday boost most popular Facebook posts for the

weekend. The post must have a minimum of 10 likes and 5 comments.

Owned: Introduce the use of #ChipHealthyMex to our Instagram posts.

Promote the hashtag across all social networks and promotional material.

Earned: Monitor Twitter for keywords and terms and then use this terms

for discount codes for customers. Also partner with 3 celebrities to develop advocate relationship.

Tools: Approved Tools: Hootsuite, uberVU Rejected Tools: N/A Existing Subscriptions/Licenses: Vimeo, Photoshop, Snapchat

Timing and Key Dates

Key Dates: Oct. 4 – National Taco Day November – Thanksgiving and

Black Friday • Election: Vote Burrito or

Bowl December – The 12 days of

Chipoltmas

Internal Events: Oct. 31 – Halloween

• Booritos for Cultivate Foundation

Nov. 12 – Cultivate Miami Cultivate 2017

Reporting Dates: Annual Report with Quarterly Progress Reports

Social Media Roles & ResponsibilitiesSocial Media Director: Mark Shambura, Director of Brand Marketing

Social Media Manager: Aaron Zeiler

Social Media Coordinator: Multiple Team

Social Media Policy

Our social media policy has to be revised after the NLRB lawsuit against Chipotle. http://www.mediapost.com/publications/article/283060/chipotles-social-media-policy-violated-law-says.html

Be Respectful at all times. Never post anything about customers. If you feel the need to post something negative

about your work experience, please consider speaking to your supervisor first. 

You can also email employee relations. Share your favorite Chipotle dishes on social media. Only respond to questions if you know the answer. If you participate in a Chipotle event, share photos

to Instagram, Twitter or Facebook.

Critical Response PlanAction Plan: 1. When a tweet is detected:

Take screenshot (on Mac press Command+Shift+3) Delete tweet Aaron Zeiler (social media manager), if Aaron

unavailable, alert Mark Shambura (marketing director)

2. Aaron to sync with Mark so they discuss impact and reach, and evaluate further action.

3. Aaron to develop the appropriate follow up Tweet, Mark to approve.

4. If the Tweet is successful, Mark to manage all direct contact. If Mark is unavailable, Steve (Owner) will manage all contact.

5. Mark and Aaron to sync with employee responsible for publishing the Tweet to see of disciplinary action is required.

NO PRE-APPROVED MESSAGING IN THIS SCENARIO

Scenario 1:

Critical Response PlanScenario 2: Customer Intoxication, no severe injuriesAction Plan:1. Site crew to alert Steve (Owner). Steve to alert Mark

Shambura (Marketing Director). 2. Mark to sync with Steve and Rusty (Social Media Manager)

and evaluate the number of social media mentions of the currently occurred.

3. If media has notices the incident, Mark to manage all direct contact. If Mark is unavailable, Steve will manage all contact.

4. Rusty to manage messaging in social channel where the news broke first. Continue monitoring the spread of the news to other social media channel and push messaging there as necessary.

5. Mark and Steve to evaluate the need for a longer and more thoughtful statement and write one, if necessary.

6. Mark, Rusty and Joe (Social Media Coordinator) to continue monitoring the situation and bring the rest of the social media staff as needed.

Critical Response PlanScenario 2: Customer Intoxication, no severe injuries

Pre-Approved messaging: Twitter: “We’re relieved and joyful to report no injuries

occurred in today’s incident. The restaurant is closed, we’ll let you know when we re-open.”

Facebook: “An incident occurred today in one of the restaurants. We’re happy to say no one was severely injured. In order to investigate and protect the safety of our customers, the restaurant will be closed for the rest of the day.”

Measuring and ReportingQuantitative KPI’s:Reporting period: 3 monthsSocial Media Growth as of Dec. 31 2016. Reporting January 2017.

Source Volume Percentage of Overall Traffic

Conversion Rate

Instagram 900 unique visits

2% 1.35%

Facebook 3,700 unique visits

9% 2%

Twitter 7,500 unique visits

15% 4%

YouTube Less than 1,000 unique visits

1-2% .5%

Social Network DataKPIs as of December 31, 2016. Reported January 2017.

Quantitative: • 1,137 shares of new “Process not Processed” videos on Facebook. • 9,782 social media coupons used by the target audience in

Chipotle restaurants (short 218) • Successfully gained 2% or more new followers on Twitter and

Instagram.

Qualitative:• According to Keyhole, the keyword Chipotle received 43.2%

positive mentions in the past month. This is linked with the Cultivate concert in Miami and the promotions in November and December.

• Overall, there is an increased positive sentiment towards Chipotle. This is great growth from last year’s E. Coli outbreak and subsequent social media crisis.

Proposed Action Items

Coupons were not as effective in motivating people to come in as we had hoped, but it should still be used to tie into events to promote more interactions.

Create more original content that can be shared through Facebook, Instagram and Twitter.

The most popular content is video content which means that we need to share more videos through our social media channels.