Social Media Strategy Alexandra Melendi 9/27/2016

Table of Contents1.Executive Summary, September 20162. Social Media Audit, September 2016

- Social Media Assessment- Website Traffic Sources Assessment -Audience Demographics-Competitor Assessment

3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities 8. Social Media Policy 9. Critical Response Plan 10. Measurement and Reporting Results, September 2016 – December 2016

Executive Summary

• Our social media goals and priorities of 2016 include the following: - growing our online following on all social media platforms

- increasing customer engagement(retweets,likes,shares ect.)• Our strategies to attain said goals and priorities include the

following:- Increasing online promotions- Increasing social media visibility

The content we intend to share will be interactive, informative and relevant with the incorporation of organic and sponsored content to maintain close relationships with consumers and establish dominance among competitors in the industry.

Social Media Audit

Account Name Number of Followers

Avg. Weekly Activity Avg. Engagement

Instagramhttps://www.instagram.com/chipotlemexicangrill/?hl=en

382 k 2-3 posts per week 3%

Facebookhttps://www.facebook.com/chipotle 3,030,508 2-3 posts per week 5%

Twitterhttps://twitter.com/ChipotleTweets?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

807k 3-4 tweets per week 6%

Google +https://plus.google.com/+chipotle 658,679 1 post per week 1%

Youtubehttps://www.youtube.com/user/chipotle 64,548 1 post every month

(no set posting schedule)

2%

Pinteresthttps://www.pinterest.com/chipotlemg/ 7.5k Pins everyday 1%

Social Media Assessment

• Currently, Twitter holds the most active engagement among consumers because the most activity occurs on this page followed by Facebook and Instagram. A trend in engagement occurs with posts that incorporate visual content by increasing multimedia content it is expected that follower and share rates will increase.

Website Traffic Sources Assessment

Number of Unique Visits Unique Visits / Website Traffic Percentage

Conversion Rate

Instagram 900 / 2% 1.35%

Facebook 3,700 / 9% 2%

Twitter 7,500/ 15% 4%

Google + 1,000 / 3% 1.5%

YouTube

Pinterest

Less than 1,000/ 1-2%

Less than 500/ .25 -.5%

.5%

.25%

Audience Demographics

Age Distribution Gender Distribution

Primary Social Network

Motivators

18-25 (75%) 55% Males 50% Twitter Discounts & Online Promotions, funny interactive content

26-35 (15%) 40% Females 45% Facebook Healthy “fast food”

35 + (10%) 5% both 5% Twitter & Facebook

Competitor AssessmentName Social Media

ProfilesStrengths Weaknesses

Qdoba Facebook: QdobaTwitter: @qdobaInsta: qdoba

- Publishing video content

- Low brand awareness

- Low follower rate compared to competitors

- Low customer interaction

Taco Bell Facebook: Taco BellTwitter: @tacobellInsta: Taco Bell

- Frequent posts- High follower rate - Publishing video

content

- Poor consumer relations

Moes Southwest Grill Twitter: @Moes_HQInsta: moessouthwestgrillVine: Moes Southwest GrillYoutube: Moes Southwest Grill

- Pleathora of video content

- High content rate- Above average

engagement rates

- Low follower rate compared to competitors

- Low brand awareness

Competitor Assessment Continued

• Chipotle’s main competitors have a strong social media presence on many similar platforms as Chipotle does. All brands are producing visual content to gain consumer engagement. However, Chipotle surpasses these other brands with their high share rates, positive consume interactions and extremely high content production and follow ratios.

Social Media Objectives

• Chipotle’s 2016 social media strategy’s primary focus will be to increase our online engagement and to keep current and potential followers engaged on all social media platforms. In order to achieve this we will increase online promotions and visibility by offering specials. In addition, we will reach beyond our niche demographic to improve customer relationships therefore boosting social media interaction.

Specific Objectives

• Increase the number of visitors to all social media platforms by 15% by December 2016.

- Increase Twitter engagement such as retweets, quote tweets, likes and comments.

- Increase Facebook and Instagram engagement by increasing likes, comments and tags and gain 1k-3k followers.

- Increase YouTube video views by publishing interactive video content with a call to action.

Specific Objectives Continued

• KPIs (Quantitative) - Follower increase - Number of views on published video content- Increase in shares, retweets/reposts, likes

• KPIs (Qualitative)- Ages and genders of publics- Consumer dining alone or in groups - Are we reaching the consumer in innovative ways

Specific Objectives Continued

• Key Messages- Relevant content- Interactive media- Content solely for consumer- Non-GMO- Food with Integrity

Online Brand Persona and Voice

• Adjectives that describe Chipotle as a brand:• genuine • committed • solution -oriented • relatable• transparent• interactive• lighthearted/humorous

Online Brand Persona and Voice in Media

Strategies and Tools• Paid:- Boost promotions every Friday on all social media platforms.

- Sponsor one Instagram photo and one Tweet on a bi-weekly schedule.

• Earned:-Encourage consumers to dress up as their favorite Chipotle topping and upload a photo to Twitter, Facebook or Instagram with the hashtag #ChiTopCostume to receive 50% off of their entire meal.

- Publish videos on Facebook or YouTube explicating Chipotle’s transition to Non-GMO in food products. Encourage viewers to comment on the video on other changes they wish Chipotle to

make.

• Owned: - Monitor hashtags to see which ones are getting the most activity. - Suggest to users if they use they place their orders through the Chipotle website or mobile app they can receive a voucher for a free side of chips and guacamole with their next order. • Tools: Hootsuite and Buffer

Timing and Key Dates

• Holidays:• Valentine’s Day• National Burrito Day (April 2nd)• Cinco de Mayo• Halloween

* Dates are in accordance to reach demographics effectively. *Monthly analysis will take place to ensure progress before the December 2016 deadline.

Social Media Roles

• Head of Marketing: Mark Shambura- Brand strategy/planning, content initiatives, digital marketing, social media, national events and promotions

• Social Media Manager: Joe Stupp- Day to day activities, manage campaigns, director feedback, social media analytics

• Social Media Coordinator: Candice Stewart- In charge of publishing content, monitoring engagement, responds to customers comments and questions

Social Media Policy

• Chipotle’s Social Media team is solely responsible for promoting the Chipotle brand and connecting with consumers on all active social media platforms. This must be done to the best of the team’s ability while protecting the company’s integrity, reputation and value.

• As a member of this team all social media content must be approved by designated Social Media Leaders before its publication.

• Positive promotion of Chipotle on personal social media accounts is encouraged but never required, please use your discretion.

• Releasing false, misleading, discriminatory or threatening statements on behalf of the company is strictly prohibited.

• Failure to follow Chipotle’s Social Media Policy in any facet will result in suspension or termination of your position in tandem with lawful action if necessary.

Critical Response Plan

• Scenario 1: Consumer is dissatisfied with quality of food and voices complaints via Twitter (includes detailed description and images)

- Document consumer tweet- Privately message consumer to offer up consolation and sincerest apologies

- Notify Social Media Manager of issue- Contact Branch manager where meal was distributed and notify them as

well and kindly request that revisions be made to avoid a similar incident- - Ask consumer to kindly delete negative post if the situation was handled

to their liking- Inform them that steps are being taken to avoid similar issues from arising and that their local Chipotle branch is sorry for the inconvenience

Critical Response Continued

• Scenario 2: Tweets published from official Chipotle Twitter that violates Social Media Policy

-Immediately delete tweet from account- Document tweets as evidence- Notify Social Media Manager and Social Media Coordinator

to deal with outreach and reconciliation - Publish a public apology - Evaluate and carry out steps needed to reprimand worker*Preapproved Messaging will be used at the discretion of Social Media heads if needed

Measurement and Reporting Results

• Website Sources Traffic Assessment

Social Network Data/Quantitative

Sentiment Analysis/Qualitative KPIs & Future Action• An analysis of the shares, likes, and consumer interactions

were taken and indicated the following: Chipotle customers engagement increased when visual content was published. Customers are engaging in hashtags and online promotions more frequently than in past. There is a negative sentiment in that Chipotle consumers are unhappy with the additional charge for guacamole. Also, recently their has been dissatisfaction with Chipotle restaurants because buyers feel they are getting ripped off when it comes to portions of rice, beans and meat. • In the future we will keep interactive content on all our

social platforms but point the content towards our consumers and what Chipotle needs to improve on.