ChipotleSocial Media Strategy

By Ashley Norus October 2, 2016

Table of contents1. Executive Summary

2. Social Media Audit

3. Social Media Objective

4. Online Brand Persona and Voice

5. Strategies and Tools

6. Key Dates and Timing

7. Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

10. Measurement and Reporting Results

Executive summary

• Our online goal for 2016 is to not only grow our social media following but to also repair our image from last year's E.coli outbreak.

• The primary focus will be to engage customers by listening to their experiences via Twitter, Facebook and other social media cites.

Two major social strategies will support this objective

1. A plan to increase pictures and replies to our social platforms.

2. To engage conversation with customers by appealing to their needs through humor.

Social media auditSocial Network URL Follower Count Average

Weekly Activity

Average Engagement

Rate

Twitter www.twitter.com/ChipotleTweets

808K 21 posts per week 6.20%

Facebook www.facebook.com/chipotle/

3,030,571 2 posts per week 3.20%

Instagram https://www.instagram.com/chipotlemexicangrill/?hl=en

382K 9 posts per week

average interactions per post = 10,000

LinkedIn https://www.linkedin.com/company/chipotle-mexican-grill

50,075 3 posts per week

average interactions per

post = 150

Pintrest https://www.pinterest.com/chipotlemg/

7.5K 5 posts per week 1.20%

Assessment summary: At this time, the highest number of interactions per post occurs on both Twitter and Instagram (it is too close to determine which of the two is better). There is little to no interaction on Pintrest and it would not hurt the company to close this particular channel.

Website Traffic Sources Assessment

Source Volume % of Overall Traffic Conversion Rate

Twitter 18,000 11% 2.80%

Facebook 15,000 7% 1.20%

Instagram NO DATA NO DATA NO DATA

LinkedIn 7,000 3% 0.60%

Pintrest 2,000 1% 0.20%

Traffic Summary: Presently, Twitter is the largest traffic driver in our social media platform. Facebook is following closely behind. If Facebook had more posts per week, it is predicted that it’s traffic level would be higher.

Audience Demographics Assessment

Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need Secondary Need

18-24 51% Female 51% Female 40% Facebook Looking for meal Deciding what to

25-30 49% Male 49% Male 30% Twitter deals or discounts order and when

31-40   50% Twitter 10% Instagram    

41-50   45% Facebook      

51-80   15% Instagram      

Survey distributed in August/September via email and upon visitor registration.

Total applicant responses: 2,000

Audience Demographics Summary: An overwhelming majority of survey respondents were in the age groups of 18-24 and 25-30. Twitter and Facebook are their main forms of social media exposure. Looking for meal deals or discounts are the main reason for visiting larger audience.

Competitor assessmentCompetitor Name Social Media

ProfileStrengths Weaknesses

MOES https://www.facebook.com/MoesSouthwestGrill/

Very well known, great audience interaction. Each post related to audience to

company.Do not use enough visuals to enhance their product.

Tijuana Flats https://www.facebook.com/tijuanaflats/

Their hashtag is used often with audience comparing quality of foods positively. There is a good range of

interaction with consumers

Posts are not as well timed as they could be for their

specific audience. Too many posts in the early morning.

Burrito Famous https://www.facebook.com/BurritoFamous

Local to college students. Appeals to small business in

their media platforms. Not as well known or active

on social media.

Competitor Assessment Summary: The above analysis focused on different competitors that pose as a threat to our media platform. They all excel in Facebook which is our number two social media. They are all very interactive with their audience, attributing to their customer care. The competition could improve by stepping up their other social platforms like Twitter and Instagram.

Social media objectivesIn 2016, the primary focus of our social media will increase revenue by improving customer relations. We will provide more information on our social media to prompt more traffic to our website. Our social media priorities are to create relationships with consumers.

Some specific objectives include: 1. Increase unique visitors to website by 20% in one year via:

a. Competitions on Instagram to promote brand name b. Create new hashtags to create more conversations online

2. Increase Instagram followers by 6,000 in one year 3. Increase amount of pictures and videos on Facebook to

boost the channels following

Social media objectives

KPIs • Number of unique visitors from Facebook, Twitter and

LinkedIn • Number of Instagram followers • Number of weekly visual posts

Key Messages • #MyBowl • Customer care

Online brand persona and voice

Adjectives that describe our brand: • Delicious • Bold • Fresh • Sustainable When interacting with

customers we are:• Polite • Helpful • Efficient

Strategies and tools

• Paid - Boost one native video or picture every Friday afternoon

• Owned- Create a competition on Twitter each month rewarding the best promo tweet from consumers

• Earned - Each month put out a post on Facebook reminding customers about our fresh ingredients and devotion to customer care

Strategies and tools

• Approved Tools - Buffer - Hootsuite- Photoshop- PrimerPro

• Rejected - N/A

• Existing Subscriptions/ Licenses - Kapost

Key dates and timingHoliday/ Industry Events:• February 14 – Valentines day • April 2 – National Burrito Day • May 2 – teacher appreciation day • May 5 – Cinco de Mayo Internal Events:• October 3 - National employee conference Reporting Dates: • Reporting will occur every 6 months at the

beginning and middle of the year

Social media roles and responsibilities

• Social Media Director: Ashley Norus - creates strategies and platforms, analyzes results

• Social Media Manager: Erin Cullinane- works specifically with customer issues, relays info to Social Media Director

• Social Media Coordinator: Amanda Brennan - manages social media content and explains it to peers within the company

Social media policy We use social media in our everyday lives. It is important to make sure we make it a point to recognize that our customers took time out of their day to visit our sites through interaction. We need to promote our company in a concise, professional way. • Use common sense • Be polite• Always respond• Don’t disrespect the competition • Act helpful• Appeal to the target audience

Violation of this policy can and will lead to corrective action including termination or legal action. Punishment will be determined though human resources.

Critical response plan

Scenario 1 – Inappropriate Tweet sent from @ChipotleAction Plan 1. When Tweet is detected - Take screenshot - Delete Tweet - Alert Erin Cullinane (Social Media Manager) 2. Erin to sync with Ashley (Social Media Director) 3. Erin to develop appropriate follow up Tweet , Ashley to approve. 4. If media has picked up the Tweet, Ashley to manage all direct contact. If Ashley is unavailabe the owner will manage all contact. 5. Ashley and owner meet with employee responsible for publishing the Tweet to see if disciplinary action is needed.

No pre-approved messaging in this scenario

Critical response plan

Scenario 2 – Restaurant accident, no injuries Action Plan 1. Site crew to alert owner. Owner should then alert Ashley Norus (Marketing Director). 2. Ashley to connect with owner and Social Media Manager (Erin Cullinane) to evaluate traction of incident on social media. 3. If media has picked up on the accident, Ashley to manage all direct contact. 4. Owner to push messaging to channel where the news broke. Ashley and Erin should continue monitoring the press. 5. Owner and Ashley decide if a longer statement is needed and create it. 6. Owner and Ashley send out longer message.

Pre-approved message: “We are happy that no injuries took place today. Chipotle will remained closed until further notice.”

Measurement and reporting

Quantitative KPIs Reporting Period: 6 months Data as of July 1, 2016

Website Traffic Source Assessment Source Volume % of Overall Traffic Conversion Rate

Twitter2000 Unique visits + 20%

growth 15% 5.40%

Facebook3300 Unique visits + 15%

growth 11% 1.10%

Instagram7000 Unique visits + 30%

growth 8% 0.60%

LinkedIn300 Unique visits + 2%

growth 0.50% 0.30%

Pintrest150 Unique visits +.5%

growth 0.20% 0.05%

Measurement and reporting

Social Network Data Social

NetworkURL Follower

CountAverage Weekly Activity

Average Engagement

Rate

Twitter www.twitter.com/ChipotleTweets

810K+2,000 followers

24 posts per week

+3% increase 6.80%

Facebook www.facebook.com/chipotle/

3,030,800+4,000 followers

4 posts per week+50% increase 3.90%

Instagram https://www.instagram.com/chipotlemexicangrill/?hl=en

390K+8,000 followers

11 posts per week

+30% increaseaverage

interactions per post = 10,000

LinkedIn https://www.linkedin.com/company/chipotle-mexican-grill

50,080+50 followers

4 posts per week+15% increase

average interactions per

post = 150

Pintrest https://www.pinterest.com/chipotlemg/

7.5KNo increase

5 posts per weekNo increase 1.20%

Measurement and reporting

• Our Instagram has grown by 4,000 followers in the last 6 months due to an increase in postings per week.

• The social media team has done a great job of improving our visual posts not only on Instagram but also on Twitter and Facebook. On all of these social media channels we have increased our following and reaction count.

• We elect to terminate Pintrest as it is not doing anything to boost our company.

Measurement and reporting

#MyBowl Hashtag Performance • In the last 6 months, this hashtag was

implemented to encourage people to share pictures of their meals. This hashtag was used over 20,000 times.

• By adding this to our Instagram pictures, we were able to attract more followers and further the conversation.

Measurement and reporting

Qualitative KPIs Sentiment AnalysisAn analysis of the interactions on 50 Facebook posts, 50 Instagrams and 50 Tweets. • There was a great number of shout outs and

positive reactions to customer’s meals. Customers seemed especially pleased when we reached out to them after a post.

• The largest driver of negative posts came from pick-up meals created wrong.

Measurement and reporting

Proposed Action • Continue #MyBowl• Consider another picture promoting hashtag • Prepare a staff notification promoting in-

person customer care