Social media strategy for Chipotle Mexican Grill. This includes Social Media Audit, Social Media Objectives, Online Brand Persona and Voice, Strategies and Tools, Timing and Key Dates, Social Media Roles and Responsibilities and Social Media Policy

1. Social Media Strategy
Diego Briceno
Feb 21, 2016

2. Table of Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Customer Demographic Assessment
d. Competitor 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

3. Executive Summary
Our major social media priorities for 2016 will be growing
Chipotle’s online following and interaction with customers.
The most important thing will be to support revenue goals
through engaging more people in our website by sharing
more attractive content and therefore building deeper
relationships with our customers.
Two major social strategies will support this
objective
1. A plan to increase the amount of content we publish in
our social media profiles
2. Encourage customers to question and criticize our
social media outlets in order to improve them.

4. Social Media Audit
The following is an audit of Chipotle’s social media
presence to date. It includes and assessment of all
social networks, web traffic, audience demographics,
and a competitor analysis.

5. Social Media Assessment: Date as of Feb 1, 2016
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter https://twitte
r.com/Chipotl
eTweets
742K 13 Posts per
week
4%
Facebook https://www.faceboo
k.com/chipotle/timel
ine
2,801,387 20 posts per
week
6%
Instagram https://www.instagra
m.com/chipotlemexi
cangrill/
290K 5 posts per
week
3%
LinkedIn
https://www.linkedin.com/com
pany/163025?trk=tyah&trkInfo
=clickedVertical%3Acompany%
2CclickedEntityId%3A163025%
2Cidx%3A2-1-
2%2CtarId%3A1456085889644
%2Ctas%3Achipot
44,746 2 posts per
month
1%

6. Social Media Assessment
 Social Media Assessment: At present time, the
highest number of interactions per posts occurs in
Facebook with an average engagement rate of 6%.
The smallest interaction occurs in LinkedIn so the
closing of that channel should still be considered.

7. Website Traffic Sources Assessment
Time Frame: Monthly average, May 2015 to January 2016
Source Volume Percentage of
Overall
Traffic
Conversion
Rate
Twitter 1500 unique
visits
6% 2.5%
Facebook 4000 unique
visits
22% 2%
Instagram 1000 unique
visits
4% 2.3%
LinkedIn 400 unique
visits
1.3% 0.04%
Traffic Summary:
At present time, Facebook is by far the biggest driver of traffic to our website.
The conversion rate stands between Twitter at 2% and 2.5% respectively.

8. Audience Demographics Assessment
Survey distributed in June/July via email and upon visitor registration.
Total applicant responses: 2000
Age
Distributi
on
Gender
Distributi
on
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
70% 18-30
15% 31-40
10% 41-55
5% 56-80
40%
Female
60% Male
40% Female
60% Male
60%
Facebook
35%
Instagram
15% Twitter
45%
Instagram
25%
Facebook
15% Twitter
Eating
something
fast,
casual.
healthy,
and
convenien
t.
Having a
pleasant
place were
people can
hang out
with their
friends or
family.
Audience Demographics Summary:
The majority of survey respondents are in the 18-30 age group. Facebook and Instagram
are their most used social networks. Convenience is a primary motivator for going to
Chipotle.

9. Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Qdoba Restaurant
Corporation
FB: Qdoba It’s profile picture on
Facebook is their
Snapchat, so
customers can interact
with them through
another channel.
They have a lot of
negative comments
about the
restaurant and how
it has gotten really
bad.
Fresh Enterprises FB: Baja Fresh They have a lot of apps
displayed in their
Facebook page as well
as a lot of discounts
and deals.
They have a lot of
negative comments
on how they have
closed many of their
locations.
Rubio’s Coastal
Grill
Instagram:
rubioscoastalgrill
They have great
looking pictures in
their feed and great
advertising through
the Instagram page.
They could post
something else than
pictures, maybe
some videos or
clips.

10. Competitor Assessment
 Competitor Assessment Summary: The above
analysis focused on Chipotle’s three main
competitors and their strong social presence on
Facebook and Instagram, respectively. They are
strong on how their products look so customers will
be attracted. They could improve in responding to
negative comments in a way they will make
themselves look better.

11. Social Media Objectives
In 2015, the focus of our social media strategy will be to support
revenue goals through engaging more people in our website by
sharing more attractive content and therefore building deeper
relationships with our customers.
Some specific objectives include
1. Increase unique visitors to website by 25% in 6 months via:
a. Increasing brand awareness through tweets
b. Increasing the use of hash tags across all social channels
2. Increase Instagram followers by 2000 in 6 months
3. Create a Snapchat account and get 100 followers in 6 months

12. Social Media Objective

13. Online Brand Persona and Voice
Adjectives that describe our brand:
 Cheap
 Fast
 Flexible
 Delicious
When interacting with our customers we are:
 Friendly
 Giving
 Effective

14. Strategies and Tools
Paid:
Every Thursday boost most popular Facebook posts for the
weekend. The post must have a minimum of 10 likes and 5
comments.
Owned:
Introduce the use of #ChipHealthyMex to our Instagram posts.
Promote the hashtag across all social networks and promotional
material.
Earned:
Monitor Twitter for keywords and terms and then use this terms for
discount codes for customers.
Also partner with 3 celebrities to develop advocate relationship.
Tools
Approved tools: Hootsuite uberVU
Rejected Tooks: N/A
Existing Subscriptions/Licenses: Vimeo, Photoshop, Snapchat

15. Timing and Key Dates
Holiday Dates
 Valentine’s day
 Labor Day (long weekend)
 Christmas day
 New year’s day
 St Patrick’s day
 Halloween day
Internal Events
 June 5th + June 6th – Gator Fraternities and Sororities event.
 October 20th + October 21th – University Avenue Restoration
event.

16. Social Media Roles and Responsibilities
Marketing Director – Mark Shambura
Social Media Manager – Rusty Partch
Social Media Coordinator – Joe Stupp
Supporting Social Media Team Members
Adam Britten

17. Social Media Policy
Social media is so essential and useful in our everyday lives. We use it to spread
company messages, interact with customers and partners, and to share our
personal activities, thoughts, and ideas. As an employee and representative of
Chipotle, you are expected to demonstrate the best practices and a sense of
etiquette in your use of social media by following this simple guidelines:
 Be respectful to all
 Use common sense
 Act helpful to customers
 Be polite, not rude or insensitive
 Don’t slag the competition
 Be nice to strangers
 Be the solution, not the problem
 Stay out of trouble
Chipotle is serious about the use of its social media by our fellow employees. Violation
of the Chipotle social media policy may result in corrective action even termination. You
may also be subject to legal action, including criminal prosecution if you violate this
policy. Should you have any question please speak to your manager or anyone on the HR
team.

18. Critical Response Plan
Scenario 1
Action Plan
1. When a tweet is detected:
• Take screenshot (on Mac press Command+Shift+3)
• Delete tweet
• Alert Rusty Partch (social media manager), if Rusty unavailable,
alert Mark Shambura (marketing director)
2. Rusty to sync with Mark so they discuss impact and reach, and
evaluate further action.
3. Rusty to develop the appropriate follow up Tweet, Mark to approve.
4. If the Tweet is successful, Mark to manage all direct contact. If Mark
is unavailable, Steve (Owner) will manage all contact.
5. Mark and Rusty to sync with employee responsible for publishing the
Tweet to see of disciplinary action is required.
NO PRE-APPROVED MESSAGING IN THIS SCENARIO

19. Scenario 2-Customer Intoxication, no severe
injuries
Action Plan
1. Site crew to alert Steve (Owner). Steve to alert Mark Shambura
(Marketing Director).
2. Mark to sync with Steve and Rusty (Social Media Manager) and evaluate
the number of social media mentions of the currently occurred.
3. If media has notices the incident, Mark to manage all direct contact. If
Mark is unavailable, Steve will manage all contact.
4. Rusty to manage messaging in social channel where the news broke first.
Continue monitoring the spread of the news to other social media channel
and push messaging there as necessary.
5. Mark and Steve to evaluate the need for a longer and more thoughtful
statement and write one, if necessary.
6. Mark, Rusty and Joe (Social Media Coordinator) to continue monitoring
the situation and bring the rest of the social media staff as needed.

20. Scenario 2-Customer Intoxication, no severe
injuries
 Pre-Approved messaging:
 Twitter: “We’re relieved and joyful to report no
injuries occurred in today’s incident. The restaurant
is closed, we’ll let you know when we re-open.”
 Facebook: “An incident occurred today in one of
the restaurants. We’re happy to say no one was
severely injured. In order to investigate and protect
the safety of our customers, the restaurant will be
closed for the rest of the day.”

21. Measurement and Reporting
Quantitative KPI’s
Reporting Period: 3 months
Date as of February 1, 2016
Website Traffic Sources Assessment
Timeframe: Monthly average, November 2015 to January 2016
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 1650 unique visits
+ 10% growth
12% 2.3%
Facebook 4400 unique visits
+ 10% growth
27% 1.8%
Linkedin 420 unique visits +
5% growth
3% 0.02%

22. Social Network Data: Timeframe as of February 1, 2016
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagement
Rate
Twitter https://twitter.com
/ChipotleTweets
816K
+10% growth
14 posts per week
+10% increase
4.5%
Facebook https://www.facebo
ok.com/chipotle/ti
meline
3,507,733
+25% growth
60 posts per
week
+300% increase
9%
Instagram https://www.instag
ram.com/chipotlem
exicangrill/
319K
+ 10% growth
15 posts per week
+300% increase
5%
LinkedIn https://www.linkedin.com/co
mpany/163025?trk=tyah&trkIn
fo=clickedVertical%3Acompany
%2CclickedEntityId%3A163025
%2Cidx%3A2-1-
2%2CtarId%3A1456085889644
%2Ctas%3Achipot
51,457
+15% growth
2 posts per
month
No change
1%

23.  Our Instagram following has grown by 10% in 3 months, on
track to hit the target of 500K followers in a 6 month
timeframe.
 The social content team has done an incredible job on creating
great visual content. We have surpassed our goal of increasing
visual content by 35% in 6 months on Facebook and Instagram
and we achieved a 300% increase on both channels. A key
tactic to this growth has been our ability to track user
generated content with the #ChipHealthyMex hashtag and
share it on our networks.
 We decided to keep LinkedIn open to serve in the hiring of the
upcoming season. A greater focus on this channel should be
considered in order to improve it and get the most out of it.
Social Network Data

24. #ChipHealthyMex Hashtag Performance
 Between November 1, 2014 and February 1, 2015 the
hashtag was mentioned 4500 times on twitter and 2000
times on Instagram.
 40 Instagram posts were published using the hashtag.
Proposed Action Items
 Continue #ChipHealthyMex Campaign
 Consider another hashtag campain to have a variety of
mentions not only one.
 Prepare a mission statement and content strategy for
Linkedin for the upcoming hiring season.