Chipotle Social MediaBrittney WhiteSeptember 28, 2016

Table of ContentsExecutive SummarySocial Media Audit Social Media ObjectivesOnline Brand Persona and VoiceStrategies and ToolsTiming and Key DatesSocial Media Roles and ResponsibilitiesSocial Media PolicyCritical Response PlanMeasurement and Reporting Results

Executive Summary Our main priorities for this year will be to increase our followers

among all platforms and to increase postings by 3 more/week.

The primary focus will to be more engaging with our customers online, post more interactive/creative content and to reach out to new customers by following them.

Two major social media strategies will support theses focuses: 1. A social media calendar that incorporates platform, type of post,

visuals, who is posting, captions, dates and times of scheduled post. 2. Encouraging outreach of communicate with customers and

interactive posts that include competitions, promotions and free giveaways.

Social Media Audit

Social Network URL Follower Count Average Weekly ActivityAverage Engagement Rate

Twitterhttps://twitter.com/chipotletweets 805K Followers 20 posts per week 3%

Facebook

https://www.facebook.com/chipotle/?fref=ts 3,012,514 Likes 4 posts per week 1.50%

Instagram

https://www.instagram.com/chipotlemexicangrill/ 377K Followers 8 posts per week 1%

YouTube

https://www.youtube.com/user/chipotle/about 63,833 Suscribers 1 post per week 0%

Although Facebook seems to have the highest number of people interacting, they do not post as much as they should. I looked at the span of one week to gather my data and noticed that Twitter is the most prominent outlet at the present time.

Social Media Assessment

Social Media Audit Continued

Source Volume % of Overall Traffic Conversion Rate

Twitter 15000 unique visits 20% 2.50%

Facebook 50,000 unique visits 11% 3%

Instagram No Data No Data  

YouTube No Data No Data  

Twitter is the leading platform for Chipotle followed by Facebook. Although Instagram does not have any data, they still draw a lot of attention to the brand and should continue posting. You Tube has a decent amount of followers but does not post enough or draw people to their profile as much.

Website Traffic Sources Assessment

Social Media Audit Continued

Age Distribution Gender DistributionPrimary Social Network

Secondary Social Network Primary Need Secondary Need

18 to 2555% Male & 45% Female Instagram Facebook

Quick and cheap, delicious Mexican food

Choosing the ingredients you want

26 to 31   Instagram Facebook    

32 to 45   Facebook Twitter    

46 to 50   Facebook Twitter    

50 and up   Facebook none    

Males are slightly more likely to eat at Chipotle than women. Utilizing the sites that have the most following will encourage more people to take advantage of what Chipotle can offer them. Targeting both genders will increase the ability to reach more customers.

Audience Demographics Assessment

Social Media Audit Continued

Competitor Name Social Media Profile Strengths Weaknesses

Moe's Mexican Grillhttps://www.instagram.com/moessouthwestgrill/ Very appealing and colorful Just food, no people

Tijuana Flatshttps://www.instagram.com/tijuanaflats/ Relateable

No steady theme and lack of creativity.

Qdobahttps://www.instagram.com/qdoba/ Structured and appealing

Not posting enough and little interaction.

Competitors Assessment

Based on the information gathered, the two main profiles that seemed most appealing were Moe's and Qdoba. People like to be able and picture themselves in the images and with Tijuana Flats, that was no possible. Their account was very stagnant and not personalized enough. High quality pictures and unique ways to post content are things that customers are drawn towards. Areas of improvement for all competitions includes one on one communication with customers and posting more frequently.

Social Media GoalsOverall Business Goals:

Increase awareness of brand among new people Increase followers on all social media platforms Become the top Mexican Restaurant Chain Increase website clicks by using social media

Social Media Objectives to Support Business Goals

Increase usage of visual content among all platforms by 20% within 6 months a. Increase of funny/goofy/appealing pictures

Increase followers among all platforms by 15K within 10 months Host a social media campaign/competition among its followers Increased interaction with followers on Twitter and Facebook

using shoutouts and hash tags Expand YouTube presence by posting more interactive videos and

incorporating different staff members and executives Build brand awareness by exposing the brand to new people

through a 6 week long hash tag campaign #OneWayYourWay

KPIsQuantitative Number of followers on social media platforms Number of likes, shares, comments, name mentions Percent of traffic coming from social media

Qualitative What are the ages and genders of our publics Are customers coming to store alone or with groups of people/friends Are we reaching our customers in new and creative ways

Key MessagesFood With Integrity

G-M-Over it

Healthy, Fast, Cheap, Delicious

Your Meal, Your Choice

Brand VoiceWE ARE:Helpful Engaging Outgoing Friendly Unique Cultivating the World

ALWAYS BE:Alert Aware Clear Correct Pleasant Smiling Friendly Engaging

Strategies and Tools

Paid: Connect with another organization such as a local school to host an event

where students get discounted products if they purchase food from Chipotle in a certain week. Feature each other on their own social networks.

Boost creative/visual Facebook posts once a week Owned:

Host a twitter chat using #OneWayYourWay or #YourMealYourChoice to get feedback from customers

Create a monthly newsletter for all Chipotle employees to read and keep up with headquarters as well as what is happening in the company

Earned: Host a social media campaign contest where customers post a photo with

their meal and then tag Chipotle and then they will be entered into a raffle where the winner will win free meals

Had out fliers and coupons to local people in the area of the Chipotle location

Strategies and Tools Continued

Approved Buffer Hootsuite

RejectedN/A

Existing Subscriptions/Licenses: Canva Photoshop Vimeo Boomerang

Key Dates and TimingKey Dates

National Guacamole Day Cinco De Mayo Spring Break/SummerValentines Day Final/Midterm Week Labor Day

Internal Events Free chip give away Free guacamole with Student ID shown

Reporting Dates Free guacamole give away=during exam week Free soda event=1st or 2nd month of the semester to get sales growing and let freshman know our location Reporting will occur monthly for the next 6 months

Lead Times 2 weeks to plan and implement both events= create images and social media calendar with posting to let the public know

Social Media Policy

As an employee of Chipotle you must always be presenting the best part of yourself. You are representing this company with what you do and say which eventually relates back to the reputation of this organization. You must always keep these things in mind and make sure you are upholding them to the best of your ability. Chipotle's brand was built on honesty and respect and it will stay that way. Chipotle will not lower its standards, you must rise to meet them. Be polite to EVERYONE

Use your mannersBe friendlyAlways smile Be happy at work Stay out of trouble at work and personal life Appropriate postings on all social media platforms Only talk about Chipotle in a positive manner Be helpful Think before you speak

Social Media Roles & Responsibilities

Social Media Director: Mark Shambura Responsibilities: Has final approval of things; highest level of social media planning    

Social Media Manager: Joe Stupp Responsibilities: Plans/oversees and manages campaigns; day to day planning    

Social Media Coordinator: Rusty Partch Responsibilities: Publishes content; responds to mentions, comments, shares; interacts with customers online

Critical Response Plan

Pre-approved Messaging "On behalf of Chipotle, we deeply apologize for this incident. This is not what our policy strives for and we remain stern in our expectations……(relate it to the situation)"

Scenario One: Customer tweeted about their bad experience at a location because of a rude employeeAction Steps

Find out out who the employee was and at what location the incident happened Apologize via Twitter on behalf of Chipotle Invite the customer to a direct message via Twitter and have them explain the situation to you and apologize again Contact Joe Stupp and let him and his team know about the occurrence Reassure them that this is not our policy and there will be consequences for the employee. Offer them a free meal next time they go to Chipotle Have the employee personally apologize to the customer

Critical Response Plan Continued

Scenario Two: Customer complained via social media about not feeling well after eating Chipotle and assumed it must be food poisoning Action Steps

Screen shot tweet Send tweet to social media team Acknowledge and apologize to customer Reassure customer that we only use fresh ingredients, offer compensation Have an Exec member formally apologize to customer

Pre-approved Messaging "On behalf of Chipotle, we deeply apologize for this incident. We always make sure to triple check our ingredients to ensure the most fresh food is being used."

Contact InformationOwner Name Telephone Email

Marketing Director Ryan Murrin (319) 442-1696 Ryan.Murrin@chipotle.com

Social Media Director Mark Shambura (319) 639-9936 Mark.Shambura@chipotle.com

Social Media Manager Joe Stupp (319) 579-9959 Joe.Stupp@chipotle.com

Social Media Coordinator Rusty Partch (319) 365-4225 Rusty.Partch@chipotle.com

PR Agency FleishmanHillard (561) 862-9090 FH@CUSTOMERSERVICE.COM

Measurement and Reporting Results

Quantitative KPIs Reporting Period: 1 month Social Network Data

Social Network URL Follower CountAverage Weekly Activity

Average Engagement Rate

Twitterhttps://twitter.com/chipotletweets

805K Followers + 2% growth

20 posts per week + 10% increase 5%

Facebook

https://www.facebook.com/chipotle/?fref=ts

3,012,514 Likes + 1% growth

4 posts per week + 5% increase 2.50%

Instagram

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

377K Followers + 1% growth

8 posts per week + 3% increase 2%

YouTube

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

63,833 Suscribers + .4% growth

1 post per week + 2.5% increase 1.50%

Source Volume % of Overall Traffic Conversion Rate

Twitter15000 unique visits + 4500 visits 25% 2.50%

Facebook50,000 unique visits + 2000 visits 16% 3%

Instagram No Data No Data  

YouTube No Data No Data  

Website Traffic Data

During the first month, each platform has grown in some way to remain on track for the 15K increase of followers in 10 months. Our social media team has done a great job by implementing creative and visual content to get customers engaged online. Twitter has grown 2% in one month and Facebook has also grown by 1%. These platforms did a great job of interacting with customers this month. Instagram has been posting more interesting content and received 1% growth of followers in a month.

Measurement and Reporting ResultsQualitative KPIsSentiment AnalysisAn analysis of all the platforms comments, likes, shares, ratings and online engagement show the following

There is a lot of positive feedback from customers when it is around meal time. Customers are tweeting and snapchats thoughts and cravings about Chipotle by using hash tags and this draws more people to the locations.

There is negative sentiment when people get charged extra for guacamole and do not receive enough rice or meat in their meal.