Chipotle Building a better world one burrito at a time. Aaron Zeiler 10/2/16

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 Responsibility

¡  Social Media Policy

¡  Critical Response Plan

¡  Measurement and Reporting Results

¡  Recommendations

Instagram: nytriesh

Executive Summary ¡ Our mission is to build a better world by providing

food with integrity, meaning it is a sustainably farmed and GMO-free.

¡  Social Media priority: establish Chipotle as the leader in food safety by focusing on supply chain transparency.

Executive Summary ¡ Objectives: ¡  To have an effect on the awareness of 20-somethings

on Twitter and Facebook, specifically to increase their understanding that Chipotle carefully picks out the most delicious and environmentally safe ingredients (1,000 video shares in two months)

¡  To have an effect on the action of 20-somethings on social media, specifically to increase the amount of foot traffic in restaurants (2,000 coupons used by December 31)

¡ Major Strategies: ¡  Increased owned media production: video and

content ¡  Coupon campaign to bring in college students and

young professionals ¡  Increase focus on supply chain transparency

Social Media Audit

Social Network

URL Follower Count

Weekly Activity

Engagement Rate

Facebook https://www.facebook.com/chipotle/

3,031,683 Page Likes

3-5 posts .008%

Twitter https://twitter.com/ChipotleTweets 808,276

Followers 20-25 tweets .11%

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

383,818 Followers

3-6 posts 1.9%

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

73,121 Subscribers

1 or 2 monthly

.78%

Based on this data, Facebook will provide the largest reach, but Instagram and Twitter have better engagement rates. YouTube has a small audience, but the videos produce good engagement. Maybe instead of uploading videos to YouTube, we should upload directly to Facebook to increase reach. Videos are also very sharable content.

Social Media Audit ¡  In August 2016…

¡  Chipotle.com recieved 6M visits with a bounce rate of only 48.26%.

¡  4.97% of visits were from social references (298,200 visits).

¡  Of that 4.97%

¡  Facebook: 79.34% or about 236,592 visits.

¡  YouTube: 7.56% or about 22,544 visits.

¡  Twitter: 6.93% or about 20,665 visits.

¡  Because most of the click-through traffic comes from Facebook, we should focus on generating quality video and visual content for this medium. These videos can also be shared and boosted on YouTube. Twitter is also great for generating awareness, but we shouldn’t expect Facebook-level click through rates from this social network.

Social Media Audit Keyhole data for keyword: Chipotle. Most traffic is from mobile devices. Most of the mentions are neutral, but there are more positive mentions than negative ones.

Social Media Audit Age Distribution Gender Primary

Social Network

Secondary Social Network

Primary Need Secondary Need

46% - 20 to 29 52% Female

Twitter Snapchat Cost-effective and healthy food

Environmentally friendly

33% - 30 to 39 56% Female

Facebook Twitter Quick Mexican food

Healthy food

11% - 40 to 49 60% Female

Facebook Twitter Good Mexican food

Family environment

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

Good Mexican food

Family environment

Based on a hypothetical online survey that included a free drink coupon.

Social Media Audit: Competitors Competitor Social Media

Profile Strength Weakness

McDonald’s Facebook: https://www.facebook.com/McDonaldsUS/

They have more than 67M likes and they use more video. They also interact more in the comments.

They have less shares than Chipotle, especially on video posts.

Moe’s Twitter: https://twitter.com/Moes_HQ

They use more relevant hashtags than Chipotle and they retweet more than Chipotle.

They have less followers and their voice is not as strong or consistent in their tweets.

Taco Bell Instagram: https://www.instagram.com/tacobell/?hl=en

They have 947K followers, which is much larger than Chipotle. They also have a strong quirky/retro motif.

The photos they produce look manufactured and the food doesn’t seem real.

Chipotle should examine how these companies interact with their audience. They should increase the number of retweets and relevant hashtags. Chipotle could also interact more in the comment sections of the Facebook posts.

Social Media Audit: Our 20-something audience

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Social Media Objectives ¡ As mentioned before, our objectives are: ¡  To increase awareness about our “food with integrity” among 20-

somethings by achieving 1,000 video shares in two months.

¡  To increase the amount of foot traffic in restaurants from coupons we distribute on our social media channels (10,000 coupons used by December 31).

¡ Our Key Performance indicators: ¡  Quantitative: 1,000 video shares in 2 months, 10,000 coupons used by

December 31, 2% increase in followers across every platform.

¡  Qualitative: Increase to 40% positive mentions according to Keyhole (up from 29.3%) by December 31.

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 and Voice

Adjectives that describe our brand:

¡  Comedic

¡  Trendy

¡  Cause-driven

¡  Visual

When we are interacting with customers we are:

¡  Timely

¡  Helpful

¡  Empathetic

Strategies and Tools ¡  Paid

¡  Boost Facebook videos about our “food with integrity” video series. This will continue the “Process not Processed” series.

¡  Sponsor Tweets that feature our coupon so that more of our target audience participates in this campaign.

¡  Owned ¡  Generate more video content, including behind-the-scenes looks at the supply chain that

brings food to the stores. ¡  Develop more written content that gives a transparent look at our process, especially

about the benefits of sustainable farming.

¡  Earned ¡  Contact food bloggers (found on Cision or through Google search) to highlight unusual

but delicious food combos. ¡  Create a Twitter Q&A that engages customers and garners attention.

¡  Approved Tools: Hootsuite, Buffer, Canva, Photoshop

¡  Not approved: Tweetdeck (Buffer and Hootsuite provide more services)

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 and Responsibilities ¡  Social Media Director: Mark Shambura, Director of

Brand Marketing ¡  Supervises social media, gets final say on social media

campaigns, communicates with CEO

¡  Social Media Manager: Aaron Zeiler ¡  Monitors social media voice, develops content for

social media, edits and revises copy for social media, supervises video production

¡  Social Media Coordinator: Multiple Team Members ¡  Generate content for social media, create videos,

interact with customers and employees on social media, evaluate KPIs, monitor social media for customer service purposes

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 Plan ¡  Scenario One: News reports that one of our California restaurants had a

salmonella outbreak. ¡  We determined that it was not from the farm, but from a food preparation mistake.

However, social media is expanding the crisis.

¡  Action Plan: ¡  Notify Aaron Zeiler and Mark Shambura immediately to begin preapproved action plan

and to adapt to the specific situation. ¡  Increase response time to social media questions/posts to 10-15 minutes. ¡  Give constant, transparent updates that show that the food from Chipotle is from safe

farms. ¡  Make a special “Process not Processed” episode that shows employees fully cooking

meat/checking meat temperature, washing knifes after handling meat and preparing vegetables at a different station. ¡  Send a message that reassures consumers that we have re-trained our employees to

meet the high-quality Chipotle food preparation guidelines. ¡  Compensate the families and give everyone a social media coupon for a discounted

burrito.

¡  Pre-approved Tweet: “We hold our suppliers to the highest possible animal welfare and meat quality standards. We make sure our food is good for you.” ¡  Include the videos from the “On the Farm” farmer profile videos.

Critical Response Plan ¡  Scenario Two: One of our employees sends out a negative tweet about his or her manager.

They also make sweeping generalizations about Chipotle.

¡  This is similar to the situation where we were sued for firing a Chipotle employee for his comments on social media. Our social media policy was found to violate NLRB laws.

¡  Action Plan:

¡  Notify Aaron Zeiler immediately to begin preapproved action plan and to adapt to the specific situation.

¡  The key is care-frontation not confrontation. We need to show employees (and our customers) that Chipotle cares about them.

¡  Never blame the manager or the employee on social media.

¡  Tweet @employee to apologize and to offer a solution to them, specifically that we will provide them with Aaron’s number in their DMs that he or she may call for assistance.

¡  If the employee decides to call Aaron directly, we will try to deescalate the situation and offer a location change for the employee. If the issue is larger, then we will handle accordingly.

¡  If he or she doesn’t call, we will go to them directly to mediate the conflict.

¡  Pre-approved Tweet: “We are sorry to hear that @employee. If you want, we have DM’d you a number that you can call for assistance. We care about you!”

Critical Response Plan

Owner Name Telephone Alt. Telephone

Email

Social Media Director

Mark Shambura (XXX)XXX-XXXX (XXX)XXX-XXXX mshambura@chipotle.com

Social Media Manager

Aaron Zeiler (XXX)XXX-XXXX (XXX)XXX-XXXX azeiler@chipotle.com

Social Media Coordinator

Jane Smith (XXX)XXX-XXXX (XXX)XXX-XXXX jsmith@chipotle.com

Contact Information

Measurement and Reporting Results ¡  Social Media growth as of Dec. 31 2016. Reporting January 2017.

Social Network

URL Follower Count Weekly Activity

Engagement Rate

Facebook https://www.facebook.com/chipotle/

3,077,158 Page Likes (up 1.5%)

3-5 posts .009%

Twitter https://twitter.com/ChipotleTweets

826,866 Followers (up 2.3%)

20-25 tweets

.2%

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

391,494 Followers (up 2%)

3-6 posts 1.9%

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

74,072 Subscribers (up 1.3%)

1 or 2 monthly

.81%

Measurement and Reporting Results ¡  Reporting January 2017

¡  In November 2016…

¡  Chipotle.com received 7.6M visits with a bounce rate of only 51.21%.

¡  6.27% of visits were from social references (476,520 visits).

¡  Of that 6.27%

¡  Facebook: 78.96% or about 376,260 visits.

¡  YouTube: 6.81% or about 32,451 visits.

¡  Twitter: 7.54% or about 35,930 visits.

Measurement and Reporting Results ¡  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.

Recommendations ¡  Based on the data we have received over the past three

months, I would suggest creating more original, owned content that we can share on Facebook, Twitter and Instagram.

¡ Our most popular type of content is video content, which means we need to share more of it.

¡ 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.

¡ An analysis of the posts with negative sentiment showed that we still are not interacting enough in a customer service capacity. We need to improve our action and response time here.

Sources ¡  http://www.chipotle.com/

¡  https://www.facebook.com/chipotle

¡  https://twitter.com/ChipotleTweets

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

¡  http://blog.unmetric.com/5-ways-chipotle-creates-an-awesome-social-media-strategy

¡  http://www.mediapost.com/publications/article/283060/chipotles-social-media-policy-violated-law-says.html

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

¡  https://www.linkedin.com/in/mark-shambura-b516323

¡  http://ir.chipotle.com/phoenix.zhtml?c=194775&p=irol-reportsAnnual

¡  https://www.similarweb.com/website/chipotle.com#overview