Social media audit, strategy and evaluation of Chipotle Mexican Grill

1. Chipotle Mexican Grill
A Social Media Strategy

2. Table of Contents
• Executive Summary
• Social Media Audit
– Social Media Assessment
– Traffic Sources Assessment
– Customer Demographics Assessment
– Competitor Assessment
• 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

3. Executive Summary
• Our major social media goals and priorities for 2016 will include:
– Growing our online following
– Increasing customer/follower engagement (more retweets, shares, etc)
• The content we share should be relevant, entertaining and
informative in order to support revenue goals to regain lost
customer support after the E-Coli crisis.
• Our main strategies to pursue these goals will include:
– Creating informative viral content
– Increasing social media visibility

4. Social Media Audit
Network URL Follower Ct. Weekly Activity Engagements
(interactions/follower ct.)
Facebook facebook.com/chipotle 2,800,935 3-4 posts .0007%
Instagram @chipotlemexicangrill 289k 5 posts .03%
Twitter @chipotletweets 741k 20 posts .004%
Google+ https://plus.google.com/+
chipotle/ 579,128 2 posts .0001%

5. Social Media Assessment
• Currently, the highest engagement rate occurs on Instagram,
and the lowest on Google+. Across social networks, the most
popular posts tend to have pictures or video, so increasing our
volume of multimedia posts could help drive up engagement
rates.

6. Website Traffic Sources Assessment
Source Volume % of Overall Traffic Conversion
Rate
Facebook 10k 20% 2%
Instagram 2k 4% 4%
Twitter 6k 12% 3%
Google+ 1k 2% 1$

7. Traffic Summary
Although Facebook drives the highest volume of traffic to our website,
Twitter drives a larger proportion of followers AND a higher conversion
rate (conversion = online order or gift card purchase).
Additionally, Instagram has the highest conversion rate, at 4%.

8. Audience Demographics Assessment
Age
Distribution
Gender Distribution Primary Social
Network
Seconday Social
Network
Primary Need Secondary
Need
70% 18-30
20% 31-40
7% 41-55
3% 56+
52% Female
48% Male
50% Facebook
30% Twitter
18% Instagram
40% Twitter
20% Instagram
20% Facebook
Well-
portioned
food for a
good value
Good
Mexican
food

9. Audience Demographics Summary
The vast majority of respondents are in the youngest age group (18-30), and
their biggest motivator for buying from Chipotle is knowing that they can get
a good amount of food for a reasonable price. Trying to increase engaging
posts on Twitter should be made a priority.

10. Audience Demographics Summary
The vast majority of respondents are in the youngest age group (18-30), and
their biggest motivator for buying from Chipotle is knowing that they can get
a good amount of food for a reasonable price. Trying to increase engaging
posts on Twitter should be made a priority.

11. Competitor Assessment
Name SM Profile Strengths Weaknesses
Moe’s IG: moessouthwestgrill High content volume,
relatively high
engagement rate.
Relatively low
follower count
Taco Bell TW: tacobell Extremely high
follower count,
frequent posts with all
kinds of media.
Low engagement rate
--- most glaring part
is the very low
amount of retweets
Baja Fresh FB: bajafresh Well-connected with
other networks,
frequent deals and
pictures shared.
VERY few
engagements, almost
no shares or
comments. No
interactions with
users either

12. Competitor Assessment Summary
• Each competitor has either a high follower count and low
engagement rate, or a low follower count and high
engagement rate. None of them seem to get many shares or
retweets, and Baja Fresh has a glaring weakness when it
comes to customer interactions.

13. Social Media Objectives
• It’s no secret that the E-Coli crisis has caused us to lose a
considerable amount of consumer trust. Our main social
media goals for 2016 should be to increase engagement rates
(primarily shares and retweets) by creating more diverse
(and hopefully viral) content.
• Additionally, by increasing shares and retweets, our follower
counts should increase accordingly and thus our total
conversions.

14. Some Specific Objectives:
1. Increase shares and retweets by 30% in 6 months by:
1. More native videos on Facebook
2. More diverse/multimedia content on Twitter
2. Increase follower count on FB, IG & TW by 10% in 6
months
3. Increase total conversions by 10% in 6 months

15. Specific Objectives (cont…)
KPIs
• Rate of shares and retweets
• Follower counts
• Number of native video
posts on Facebook & total
views & shares
• Conversion rates
Key Messages
• Food safety improvements
• Good value for good food
• Large portions, high quality

16. Online Brand Persona and voice
Adjectives that describe our
brand:
• Value
• Quality
• Substance
When interacting with
customers we are:
• Positive
• Helpful
• Attentive
• Honest

17. Examples of Brand Voice in SM Interactions
• “Hi _____! We’re very sorry about your experience and we
hope to get this problem fixed as soon as possible. You can
contact (customer service/their local restaurant) here, they
should be able to get to the bottom of this. If you have any
other problems just let us know! Thanks, -R”
• “Hey _____!We love our ______ too! Thanks for your
feedback ;D”

18. Strategies and Tools
• Paid
– Boost one native video each Sunday to circulate during the week
– Sponsor one Tweet a month
• Owned
– Regram contests: once every month or two, allow IG followers to repost a
promotion or picture with a certain hashtag (e.g. #WelcometoChipotle)
for a chance to win a prize (e.g. large gift card)
• Earned
– Create a native Facebook video explaining how our safety/health
standards have improved. Extend gift cards and promos to random
individuals who share it.

19. Strategies & Tools (cont)
• Approved
– Buffer
– Hootsuite
– RebelMouse
– Canva
– Photoshop
• Rejected
– N/A
• Existing Subscriptions/Licenses
– Vimeo
– LaterGram

20. Key Dates
• Holidays/Industry events
– National Burrito Day (April 2)
– Cinco de Mayo
– Spring break
– Valentine’s Day
• Internal Events
– National employee meeting (February 8)
• Lead times
– Monthly analyses/updates leading up to our 6 month deadline

21. Social Media Roles and Responsibilies
• Social Media Director: Richard Scricca
– Creates strategies, monitors trends, analyzes results
• Social Media Manager: Sarah Jones
– Monitors customer issues, provides feedback to director, monitors
analytics
• Social Media Coordinator: Darryl Thomas
– Promotes social media within company, manages sites, searches
for articles to share

22. Social Media Policy
• Social networks are to stay --- we all use them, both for business and for our
personal lives. As an employee of Chipotle Mexican Grill, we expect you to
follow this set of guidelines while representing our company on social media:
– Be helpful
– Be honest
– Be informative
– Stay positive and stay OUT of trouble
– Keep it high-brow --- no low blows at our competition
– If you’re ever unsure about a post, ask a higher-up
• Violation of these guidelines can and will result in corrective action ranging
from discipline to termination or legal action. The company reserves the
right to take whatever action it deems appropriate. Any and all queries
should be directed to human resources.

23. Critical Response Plan
• Scenario 1 – Inappropriate Tweet Sent from
@ChipotleTweets
– Action Plan
1. Take screenshot of Tweet and its reach
2. Delete Tweet
3. Alert Darryl Thomas (Social Media Coordinator)
4. Darryl to evaluate reach, impact with Richard Scricca and Sarah Jones
5. If deemed necessary, publish apology Tweet ASAP
6. Sarah to deal with media (if necessary), Darryl to deal with employee
– Message(s), if any, to be determined by Darryl, Richard and Sarah

24. Critical Response Plan
• Scenario 2 – Customer dissatisfied with food quality, tweets us
about it
1. Alert Sarah who will link up with Darryl to evaluate level of
dissatisfaction/impact of tweet
2. Determine if it’s a potential food safety issue --- if so, alert quality
control department immediately and let customer know you have done
so.
3. If deemed necessary Sarah & Darryl will contact the particular
restaurant and mete out discipline and/or offer a gift card (or other form
of compensation to the customer in return
– Pre-approved messages:
• “We’re very sorry about your experience. Quality control has been alerted of this
issue and we have contacted the restaurant to resolve this. As part of our
apology, we hope you’ll accept this $___ gift card.”

25. Measurement and Reporting
• Quantitative KPIs
– Reporting Period: 1 month
• Shares/Retweets Assessment
Source Weekly
Activity
Multimedia
Activity
Share/RT
rate
Twitter 22 posts/wk
(+2)
14 posts/wk
(+3)
+20%
Facebook 5 posts/wk
(+1)
4 posts/wk
(+2)
+35%

26. Measurement and Reporting (cont)
Source Follower ct. Conversion Rate
Facebook +30% growth +12%
Twitter +20% growth +8%
Instagram +22% growth +10%
Google+ +10% growth +4%

27. Measurement and Reporting Summary
• The increased use of native videos on Facebook has caused
our amount of shares, our conversion rate, and our follower
count all to skyrocket.
• Increase in multimedia posts on Twitter has seen a similar
effect.
• Instagram contests has caused our follower count and
conversion rate to increase.
• Google+ has seen only marginal improvements.

28. Measurement & Reporting (cont)
Qualitative KPIs
• An analysis of comments on
each social network
revealed:
– A lot of positive feedback in
our campaign to demonstrate
our improved health and
safety standards
– A lot of excitement about the
monthly deals & contests
Proposed Action Items
• Continue monthly IG
contests
• Continue use of native
videos on Facebook, but
diversify their content more
• Develop a new, unique
strategy for Google+