Chipotle Mexican GrillA Social Media Strategy

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

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

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%

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.

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$

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%.

Audience Demographics Assessment

Age Distribution

Gender Distribution

Primary Social Network

Seconday Social Network

Primary Need Secondary Need

70% 18-3020% 31-407% 41-553% 56+

52% Female48% Male

50% Facebook30% Twitter18% Instagram

40% Twitter20% Instagram20% Facebook

Well-portioned food for a good value

Good Mexican food

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 geta good amount of food for a reasonable price. Trying to increase engagingposts on Twitter should be made a priority.

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 geta good amount of food for a reasonable price. Trying to increase engagingposts on Twitter should be made a priority.

Competitor AssessmentName SM Profile Strengths Weaknesse

sMoe’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

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.

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.

Some Specific Objectives:1. Increase shares and retweets by 30% in 6

months by:1. More native videos on Facebook2. 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

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

Online Brand Persona and voiceAdjectives that describe our brand:• Value• Quality• Substance

When interacting with customers we are:• Positive• Helpful• Attentive• Honest

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”

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.

Strategies & Tools (cont)• Approved

– Buffer– Hootsuite– RebelMouse– Canva– Photoshop

• Rejected– N/A

• Existing Subscriptions/Licenses– Vimeo– LaterGram

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

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

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.

Critical Response Plan• Scenario 1 – Inappropriate Tweet Sent from

@ChipotleTweets– Action Plan

1. Take screenshot of Tweet and its reach2. Delete Tweet3. Alert Darryl Thomas (Social Media Coordinator)4. Darryl to evaluate reach, impact with Richard Scricca and

Sarah Jones5. If deemed necessary, publish apology Tweet ASAP6. Sarah to deal with media (if necessary), Darryl to deal with

employee– Message(s), if any, to be determined by Darryl, Richard

and Sarah

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 tweet2. 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.”

Measurement and Reporting• Quantitative KPIs– Reporting Period: 1 month

• Shares/Retweets AssessmentSource Weekly

ActivityMultimedia Activity

Share/RT rate

Twitter 22 posts/wk (+2)

14 posts/wk (+3)

+20%

Facebook 5 posts/wk(+1)

4 posts/wk (+2)

+35%

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

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.

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+