Social media strategies for Chipotle Mexican Grill

Jacquelyn Celona

Table of Contents

1. Executive Summary, February 2016

2. Social Media Audit a. Social media Assessment, February 2016 b. Traffic Sources Assessment,

3. Social Media Objectives

4. Online Brand Persona and Voice

5. Strategies and Tools

6. Timing and Key Dates

7. Social Media Roles and Responsibilities

8. Social Media Policy

9. Critical Response Plan

10. Measurement and Reporting Results, February 2016-April 2016 Social Media Strategies for Chipotle Mexican Grill 1

Executive Summary

- Our key social media goal for 2016 is to rebuild Chipotle

customers’ trust through growing our online following

and community.

- Our primary focus are our customers. By keeping clients

updated on the E. coli outbreak and implementing enhanced food safety plans, we hope to boost revenue

and customer trust.

Two major social strategies will support this objective:

1) Encourage conversations and discoverability of content

2) Remind customers about the convenience the fast dining sector has in terms of timeliness and menu

personalization options. Social Media Strategies for Chipotle Mexican Grill 2

Social Media Objectives:

Specific objectives include:1) One-on-One Conversation:

Chipotle responds to 83% of Facebook posts, according to a 2011 Nation’s Restaurant News Study. It is important we continue Chipotle continues to interact with its customers on social media platform, so customers know Chipotle’s focus on individual conversation will not waver as it grows

-Increase mentions on Twitter-Increase use of brand hashtags across all social media platforms-Increase interactiveness with customers

2) Creative Content

It is important to stay away from boring content and to increase social media trafficking with creative content that will engage customers or visitors roaming the site.

- Increase volume of visual content published on Facebook and Instagram channels by 30% in 4 months

Chipotle will strive to increase

In 2016, we will focus on increasing website trafficking to our website through social media. In order to do so, we will need to gain customer trust back by engaging more with our customers and reassuring them that Chipotle is still the best meal to get on a short time schedule.

Social Media Strategies for Chipotle Mexican Grill 3

Online Brand Persona and Voice

Adjectives that describe our brand:

-Timely -Nutritious -Loyal-Delicious

When interacting with customers we are

-Engaging-Understanding-Solution-oriented -Welcoming

Social Media Strategies for Chipotle Mexican Grill 5

Strategies and Tools

Paid:

Every Sunday boost most popular organic Facebook posts to finish the week. The post much have a minimum organic reach of 65, as well as a minimum of 100 likes or 20 comments.

Owned:

Create a hashtag that can be used across all social media platforms. Encourage sharing or adoption by customers and source a minimum of 1 piece of user-generated content per week to regram/shout out.

Earned: Monitor Tweets and trending topics based on keywords: Burrito, burrito bowl, Chipotle. Encourage customers who enter the store to go on Chipotle’s social media. Give a promo code or a 10% percent discount to those who share a specific topic on the site one day.

Tools

Approved tools:

-Hootsuite-Buffer-Canva

Existing subscriptions/licenses:

-Photoshop-Vimeo

Social Media Strategies for Chipotle Mexican Grill 6

Timing and Key Dates

Holiday Dates:

Labor Day Mardi Gras Fat Tuesdays

Christmas Eve Columbus DayMemorial Day

Reporting Dates:

Reporting will occur once a quarter in March, June, September, December.

Precise dates TBA

Internal Events:

Social Media Strategies for Chipotle Mexican Grill 7

Social Media Roles and Responsibilities

Marketing Director: John Gallo

Social Media Manager: Sydney GaleSocial Media Coordinator: Michael Meltzer

Supporting Social Media Team Members:

Maria Zapata (social ads support) Robert Miller (customer support- social media)

Social Media Strategies for Chipotle Mexican Grill 8

Social Media Policy

Social media is used it to spread company messages, interact with customers and partners, and to share our personal activities, thoughts, ideas, plans and more. As an employee and representative of Chipotle Mexican Grill, you are expected to perform to the best of your ability with a sense of ethical guidelines in your use of social by following some simple guidelines: - Be respectful to all - Stay out of trouble (don’t start a fight with a customer) - Be polite, not rude or insensitive -Be the solution, not the problem -Be nice to strangers and greet guests with enthusiasm - Excited about our company event or campaign? You are encouraged to spread the word to your networks BUT remember you are still representing Chipotle Mexican Grill and what we stand for -Not sure if your social message is up to par? Ask before you tweet - we’re here for you. Chipotle Mexican Grill takes the way social media is used by our employees very seriously. Violation of the Chipotle Mexican Grill social policy may result in corrective action, including, termination. You may also be subject to legal action, including criminal prosecution. The company also reserves the right to take any further action it believes is appropriate. Should you have any questions or concerns please speak to your Manager or anyone on the HR team.

Social Media Strategies for Chipotle Mexican Grill 9

Critical Response Plan

Scenario 1 - Inappropriate Tweet Sent from @ChipotleAction Plan When Tweet is detected: Take screenshot (on Mac press: Command+Shift+ 3) Delete Tweet Alert Sydney Gale (Social Media Manager). If Sydney is unavailable, alert John Gallo (Marketing Director.)

Sydney to sync with John to discuss impact and reach, and evaluate further action. Sydney to develop appropriate follow up Tweet, John to approve. If media has picked up the Tweet, John to manage all direct contact. If John is unavailable, Marissa(Owner) will manage all contact. John and Sydney to sync with employee responsible for publishing the Tweet to see if disciplinary action is required.

Pre-approved messaging: NO PRE-APPROVED MESSAGING IN THIS SCENARIO Messaging will be dependant on the nature of the tweet - to be developed by Sydney and John. Scenario 2 - Customer gets sick from food e.g. E.Coli outbreak Action Plan Site crew to alert Jeff (Owner). Jeff to alert Kim Jang (Marketing Director). Kim to sync with Jeff and Rob (Social Media Manager) and evaluate the number of social media mentions of the situation. If media has picked up the incident, Kim to manage all direct contact. If Kim is unavailable, Jeff will manage all contact. Rob to push messaging to social channel where the news broke first. Continue to monitor the spread of the news to other social channels and push messaging there as necessary. Kim and Jeff to evaluate the need for a longer statement and write one, if necessary. Kim, Rob and Allison (Social Media Coordinator) to continue monitoring the situation and bring in Derek Saddler (Social Media Coordinator), Ryan and Josephine(Supporting Social Media Team Members) as needed.

Pre-approved messaging: Twitter: “We’re happy to report no injuries occurred in today’s incident. Park is closed, we’ll let you know when we re-open.” Facebook: “An incident occurred today with one of the structures. We’re happy to say no one was injured. In order to investigate and protect the safety of our visitors and staff, the park will be closed for the rest of the day.”

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Measurement and Reporting Results

The following is an audit of Chipotle Mexican Grill’s Inc. social media presence to date. It includes an assessment of all social networks, web traffic, audience

demographics, and a competitor analysis

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate

#interactions/reach

Twitter https://twitter.com/ChipotleTweets

728,000 14 posts per week 2.0%Facebook https://www.facebook.co

m/chipotle/?fref=ts2,793,632 1 post per week 2.5%

Instagram https://www.instagram.com/chipotlemexicangrill/

280,000 2 posts per week Average interactions per post= 230

LinkedInhttps://

www.linkedin.com/company/chipotle-

mexican-grill44,223 3 posts per month 0

Social media assessment: The highest number of interactions per post occurs on Instagram (engegament rate cannot be calculated at present time.) LinkedIn has received little to no interactions.

Social Media Strategies for Chipotle Mexican Grill 11