measuring the success of chipotle's crisis response on social media

Measuring the Success of Chipot le’s Cris is Response

on Social Media

#NetBaseLIVE

Presenter

Ryan Taketa Product Marketing

@artee46

#NetBaseLIVE

T R U S T E D B Y T H E W O R L D ’ S TO P B R A N D S .

NetBase helps them analyze millions of social media posts, process real-time data, and support every facet of business.

#NetBaseLIVE

O U R P L AT F O R M D E L I V E R S R E A L B U S I N E S S VA L U E .

Progressive brands and agencies use NetBase

to see their brand through the eyes of consumers.

Increase Revenue

Improve Productivity

Reduce & Manage Risk

Decrease Costs

#NetBaseLIVE

#NetBaseLIVE

ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE

E. Coli Outbreak Hits Chipotle Hard

#NetBaseLIVE

• Oct 2015: 52 people sickened across nine states

• Nov 2015: Temporary closing of 43

stores in Washington and Oregon

• Dec 2015: Boston outbreak

• Feb 8, 2016: Chipotle shutdown for Food Safety training


#NetBaseLIVE

NET SENTIMENT: 60 Net Sentiment is a score from -100 to 100 indicating the overall

sentiment expressed by the mentions of a given subject.

PASSION INTENSITY: 58

A score (0-100) that expresses the ratio of strong emotions (such as love and hate) to all emotions

expressed about the brand.


Chipotle 4Q15

Chipotle Brand Passion

#NetBaseLIVE

Chipotle 1Q16

DISLIKE

HATE LOVE

LIKE

Net Sentiment

Pass

ion

Inte

nsity

0 70 80 90 40 50 60 10 20 30

30

70

80

40

50

60 Chipotle

3Q15

PASSION INTENSITY A score (0-100) that expresses

the ratio of strong emotions (such as love and hate) to all emotions

expressed about the brand.

Chipotle Passion Intensity

1Q16 57

4Q15 55

3Q15 61

Brand Passion declines with E. coli concerns


Chipotle Stock Reflective of Brand Reputation

#NetBaseLIVE

1Q16 Brand Passion: 57 Net Sentiment: 47




Chipotle Conversation Trends 11/1 - 43

Restaurants Temporarily Close

#NetBaseLIVE

2/8 - 4 Hour Shutdown @ All

Stores 4/26- Chipotle delivery spikes conversation


Outbreak Impact on Brand Conversation

#NetBaseLIVE

• During breakout period (Oct – Dec) negative conversation on Owned Channels

• Outbreak is 6% of brand conversation over the last year

11/1 - 43 Stores Temporarily Closing

12/7-8 - Boston College Basketball

team falls ill Outbreak Conversation: • Mentions: 750k • Net Sentiment: -20

3/8- Boston workers fall ill – NetBase Alerted 24 Hours

Before Press Coverage


Understanding Consumer Concerns

#NetBaseLIVE

• “Sick” and “E. coli scare”

conversation bubbling up due to negative press

• People will still eat Chipotle despite the #ecoli scare

Top Emotions Top Hashtags


Chipotle “Raincheck” – February 8th Closures

#NetBaseLIVE

• Nationwide shutdown for 4 hours

• Reason: Food safety briefing for all employees

• Consumers were able to tap into briefing through Twitter & Periscope


Chipotle “Raincheck” Response

#NetBaseLIVE

• 95% of conversation occurring on Earned channels

• 2B Impressions from Earned Media


Earned vs Owned Channel Reactions

#NetBaseLIVE

Earned: • Consumers talking about free burritos • Fear and surprise are top emotions

being expressed


Earned vs Owned Channel Reactions

#NetBaseLIVE

Owned: • Focused on beautiful food

images • Focused on happiness


#NetBaseLIVE

During (10/1/15 to 12/31/16) • News coverage drives large

amount of Earned Impressions

• Owned Net Sentiment Drops to 26%

Post (1/1/16 to 4/15/16) • Earned coverage down • Owned Net Sentiment

Raises to 59%

Pre (7/1/15 to 9/30/15) • Owned is 3% of overall

brand conversaton • Owned Sentiment of 45%


Chipotle Followers Maintaining Brand Loyalty

#NetBaseLIVE

• Loyal fans are still talking about eating at Chipotle

• QDOBA missed on an opportunity to capture Chipotle fans

Chipotle Tweets Followers (Brand Loyalist) - Sentiment

Chipotle Qdoba

Oct 2015 67 75

Nov 2015 62 37

Dec 2015 55 56

1Q2016 63 55


Chipotle Crisis Takeaways

Setup alerts to monitor industry level issues and viral conversations around your brand.

1

2

3

Shape messaging understanding the impact of the crisis and the major themes of conversation.

Measure the response and reactions of different Audience segments.

#NetBaseLIVE


NetBase Alerts

#NetBaseLIVE

Any Mention Alerts: Know when a defined event occurs 1

2

3

Any Metric Alerts: Know when a key metric hits a certain threshold

Triggered Alerts: Identify unexpected spikes in activity

Example: Get alerted anytime “E. Coli” or “food poisoning” are mentioned with Chipotle

Example: Get alerted when the number of negative mentions changes by a certain amount

Example: Get alerted when there is unusual post activity in relation to topic history

CHALLENGE

HOW CAN CHIPOTLE CONTINUE TO BUILD UNIQUE EXPERIENCES & PERSONALIZED

MESSAGING TO INCREASE BRAND LOYALTY?

#NetBaseLIVE


Behavior/ Attitudes/ Personas

Demographic / Life Stages

Benefits Sought/

Occasion Interests/ Influence

Brand Affinities

Geography NetBase Audience 3D

E x t e n d S t r a t e g y & S e g m e n t a t i o n I n t o T h e S o c i a l Wo r l d

#NetBaseLIVE


Example: Audience Analysis

#NetBaseLIVE

• Understand Audience conversations beyond brand mentions

• Shift Audience focus from demographics to psychographics



#NetBaseLIVE

Trending Artists

Share of Music Conversation

• Analyze Audience conversation in real-time and identify trends over time

• Understand share of voice conversations across different genres



#NetBaseLIVE

Over-Indexed Artists Most Common Artists • Understand which

artists are unique to your Audience

• Identify partnership opportunities or inform music for commercial spots



#NetBaseLIVE


Key Takeaways

Chipotle made the correct decision when choosing to address safety concerns with 4 hour closure of stores.

1

2

3

Raincheck Campaign is a step in the right direction, but consumers have not put concerns completely behind them.

Chipotle has the opportunity to create highly engaging campaigns by taking an audience centric approach and understanding conversation beyond their brand.

#NetBaseLIVE

ENTERPRISE SOCIAL ANALYTICS

Learn more at NetBase.com | call 1-855-762-6764