Chipotle's Social Media Strategy

1. Social Media Strategy
Ana Cristina Puyana
October 2, 2016

2. 1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Website Traffic Sources Assessment
c. Audience Demographics
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
Table of Content

3. Executive Summary
Our 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.

4. 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

5. 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%7Ct
wgr%5Eaut
https://www.youtube.com/user/chipotle
Social Media Audit

6. 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

7. Website Traffic Sources
Assessment
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%
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.

8. Audience Demographics
Age
Distributi
on
Gender Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
46% 20-29 52%
Female
Twitter Snapchat Cost-effective and
healthy food
Environmentall
y 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

9. Competitors Assessment
Competitor Name Social Media
Profile
Strengths Weaknesses
Qdoba FB: qdoba
Twitter: @qdoba
Insta: qdoba
• Publishing video
content
• Great costumer
interaction
• Low follow rate
• Low customer
interaction
Taco Bell FB: Taco Bell
Twitter: @tacobell
Insta: Taco Bell
• More followers
than Chipotle
(947k)
• Frequent posts
• Poor consumer
relations
Moe's Southwest
Grill
Twitter: @moes_HQ
Insta:
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.

10. Social Media Objectives

11. Social Media Objectives
The 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

12. 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

13. Online Brand Persona & Voice
Adjectives that describe our brand:
 Cheap
 Fast
 Flexible
 Delicious
When Interacting with customers we are:
 Friendly
 Giving
 Effective

14. Strategies and Tools
Paid:
 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

15. 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

16. Social Media Roles &
Responsibilities
Social Media Director: Mark Shambura, Director
of Brand Marketing
Social Media Manager: Aaron Zeiler
Social Media Coordinator: Multiple Team

17. Social Media Policy
 Our social media policy has to be revised after the NLRB
lawsuit against Chipotle.
http://www.mediapost.com/publications/article/283060/chip
otles-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.

18. Critical Response Plan
Action 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:

19. Critical Response Plan
Scenario 2: Customer Intoxication, no severe injuries
Action 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.

20. Critical Response Plan
Scenario 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.”

21. Measuring and Reporting
Quantitative KPI’s:
Reporting period: 3 months
Social 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%

22. Social Network Data
KPIs 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.

23. 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.