CHIPOTLESocial Media Strategy

Analysis by Kyle Polansky

Table of Contents• Executive Summary Slide 3• Social Media Audit Slides 4-9• Social Media Objectives Slide 10• Online Brand Persona and Voice Slides 11-14• Strategies and Tools Slides 15-16• Timing and Key Dates Slide 17• Social Media Roles and Responsibilities Slide 18• Social Media Policy Slide 19• Critical Response Plan Slides 20-21• Measurement and Reporting Results Slides 22-23• Results Assessment Slide 24

Executive SummaryAs we prepare to enter Q2 of 2016, we will bring Chipotle in to a new era. The only way to overcome the recent crisis is to focus on what makes us great --- our terrific food and our relationship with our consumers. For the rest of 2016, we must rebuild our relationships with our consumers. We must show that each person that steps foot in our stores is important. We must ensure that all products are safe to consume and that all employees are properly trained.

We WILL move on as one of the best food options in the United States and the world. We will do this through an increased and improved social media presence.

Social Media Audit – Organic Customer Tweets

Social Media Audit – What We Can Do Better• Faking a “hack” after

Burger King and Jeep were actually hacked• Gained 4,000 new followers

compared to 250 on a normal day

• 12,000 retweets compared to 75 normally

• Although the numbers were good, this sequence of tweets is viewed as one of the worst corporate tweets of all time

Social Media Audit – Social Media AssessmentSocial Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/ChipotleTweets

742,000 19 original Tweets, Hundreds of @ replies

3 %

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

2,801,382 3 original posts 3 %

Instagram https://www.instagram.com/chipotlemexicangrill/?hl=en

290,000 4-6 original posts

400 per post

LinkedIn https://www.linkedin.com/company/chipotle-mexican-grill

44,747 Limited content, numerous job openings

0.5 %

Social Media Audit – Website Traffic Sources AssessmentSource Volume Percent of

Overall Traffic to our Website

Conversion Rate

Twitter 20,000 15 % 1.5 %Facebook 30,000 25 % 2 %Instagram 5,000 10 % 0.5 %LinkedIn 1,000 5 % N/A

Social Media Audit – Audience Demographics Assessment

Age Distribution

Gender Distribution

Primary Social Network

Primary Need

Secondary Need

70 % 16-3015 % 31-4010 % 41-555 % 56-80

60 % Male40 % Female

55 % Female45 % Male

45 % Facebook30 % Twitter20 % Instagram

To fulfill hunger in a quick period of time

To save money

Our primary target market is the 16-30 age range, specifically college students. Our customers describe themselves as “imaginative, outgoing, and confident”.

Social Media Audit – Competitor Assessment

Competitor Name

Twitter Profile Twitter Followers

Strengths Weaknesses

Moe’s https://twitter.com/Moes_HQ

49.7 K High-res images, comical videos, consistent use of popular terminology, burrito-mascot, frequent @ replies

Limited geographical reach

Qdoba https://twitter.com/qdoba

39.6 K Some high-res images, catchy hashtags, Snapchat

Snapchat Logo is their Twitter picture, appears they are trying to copy Chipotle’s layout and voice

Taco Bell https://twitter.com/tacobell

1.68 M Many more locations, established brand, over a million more Twitter followers, changing menu, special guests on Snapchat

Twitter and Instagram layouts are too plain, often seen as a “cheap” source of food

On the Border

https://twitter.com/ontheborder

11.7 K Sit-down restaurant, ability to advertise alcohol, products sold in stores, brand recognition

Instagram seems focused on alcohol and not food, limited geographical reach, few Twitter and Instagram followers

Social Media Objectives• For the remainder of 2016:

• Distance ourselves and recent criticism and food-preparation issues (try to decrease overall quantity of tweets regarding this topic

• Establish a better connection with customers• Create a way for customers to engage with each other while discussing

Chipotle• KPI’s

• Gain more loyal followers on Twitter, Instagram, and Snapchat (typical rate is 250 per day… we would like to see 400 per day on average)

• Create one short video clip a week for Twitter that gains over 200 retweets

• Include one Periscope segment per week with over 1,000 viewers• Increase our Snapchat followers by 10% by July 1st

Online Brand Persona and Voice• The main goal for our Voice is continuity. It is impossible for one

person to reply to all feedback that we receive so for this reason, we must have a group of trained employees that can maintain our same persona. Each employee can leave their signature on their responses, yet we need to make sure each one maintains the following traits:• Timely• Honest• Personable• Helpful• Aware of popular terminology and trends

Online Brand Persona and Voice Example• In these six tweets, Pete

is:• Helpful• Comical• Silly• Timely• “Hip”• Wise

• Our voice is what makes us unique on Twitter! Pete is doing a good job!

Online Brand Persona and Voice Example, Cont.• Pete was able to respond to this

within 9 minutes! This should be quick enough to allow management to resolve the issue without it gaining much attention

Online Brand Persona – How Others Responded

• Would we act in a similar fashion? Is this being witty or is this an attack? Are the 2,000 + retweets worth it?

Strategies and Tools• Paid

• One paid Tweet per week. These paid tweets will be released right before lunch time, urging Twitter users to think about Chipotle before they make their meal choice. We will have to come up with short, witty tweets and images that catch people’s attention.

• One paid Facebook post per week. • Owned

• Increase video use on Twitter. More Periscope broadcasts of major and minimal events. Create new hashtags that are transferrable to all social sites.

• Stronger presence on Snapchat. Pay celebrities to eat and discuss Chipotle on their individual stories

• Earned• Reach out to individual consumers more frequently. Conduct focus groups to determine

what we can do better. Conduct more surveys to understand what our customers want.

Strategies and Tools• Approved Tools

• Buffer• Hootsuite• TweetDeck

• Rejected Tools• None

• Existing Subscriptions• YouTube• Vimeo• Photoshop• Lightroom

Timing and Key Dates• Upcoming Holidays:

• Leap Day (opportunity for interesting promotions)

• Daylight Savings• Easter (must be careful

with promotions here)• April Fool’s Day• Earth Day• Cinco de Mayo• Mother’s Day• Father’s Day• 4th of July

• Internal Events:• National Food Prep Training Round

Two • March 7-11 (No change in store

hours)• Focus Groups begin

• March 15th

• Local Grower Initiative Begins• April 15th

• Cultivate Festival Begins in Phoenix• April 30th

• Employee Health Safety Reviews• May 1st

Social Media Roles and Responsibilities • Mark Crumpacker

• Chief Creative and Development Officer• Ryan Murrin

• Director of Advertising, Research, and Direct• Joe Stupp

• Social Media Manager• Jackson Jeyanayagam

• Director of Digital Marketing• Rusty Partch

• Social Media Strategist• Candice Stewart

• Social Media Strategist

Social Media Policy• Social Media is the avenue that allows us to speak to our happy

customers, unsatisfied customers, and potential customers. Because of the variety of people we can interact with, we must understand the importance of maintaining a professional stance.

• We must never swear, engage in arguments, disagree with others, try to fit long thoughts into 140 characters, be disrespectful, or use slang if the meaning could be misconstrued.

• We must always be polite, engaging, helpful, and honest. We must put ourselves in the position of those that are reaching out to us.

• We must take time to think about what we are saying online before anyone presses “send.”

Critical Response Plan • Scenario 1: Inappropriate Tweet sent

• Immediately identify the employee responsible• Capture image of the inappropriate tweet• Delete the tweet and track number of favorites/retweets before tweet was deleted• Forward all information to Ryan Murrin and Joe Stupp• Actively look for ways to please offended parties, yet do not come across as guilty

• Scenario 2: Customer discovers foreign item in food• Immediately take the food item from customer if they are allowing us to do so

• Do not force customer to do anything• If customer does not comply, bring in a manager to the scene• Immediately call corporate office to alert them about a potential issue• Make sure customer does not cause a scene in specific restaurant• Try to please customer as much as possible, hopefully alleviating any potential

Tweets or Facebook posts• Prepare a statement on the issue/discover what the item was and how it got there

Critical Response• How to combat this?

• Through reassurance and positive messages about the future

• If asked, indicate why we underperformed and why we feel it can be left behind in 2015

• Publish any information that may give shareholders and general public reason to believe in us

• Do not allow 140 character-limits to structure our thoughts

• Run all tweets and posts through numerous channels to ensure transparency

Measurement and Reporting Results, as of 7/1/2016Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/ChipotleTweets

800,000 (+48,000)

20 original Tweets, 2 original videos, 1 original Periscope Hundreds of @ replies

5 %

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

2,850,000 (+49,000)

5 original posts 4 %

Instagram https://www.instagram.com/chipotlemexicangrill/?hl=en

330,000 (+40,000)

7 original posts, including one video or time-lapse

600 per post

LinkedIn https://www.linkedin.com/company/chipotle-mexican-grill

48,000 (+3,000)

1 original post 1 %

Measurement and Reporting ResultsSource Volume Percent of

Overall Traffic to our Website

Conversion Rate

Twitter 25,000 (+5,000) 18 % 3.0 %Facebook 35,000 (+5,000) 30 % 4.0 %Instagram 6,000 (+1,000) 12 % 2.0 %LinkedIn 1,250 (+250) 4 % N/A

Results Assessment• By stressing the importance of growing on Twitter and Instagram,

we have been able to increase our conversion rates significantly in these areas. Facebook remained our largest contributor to conversions.

• Our Twitter followers per day has increased significantly, largely due to our new videos and more frequent Periscope broadcasts.

• Our largest growing form of Social Media is Snapchat, where our followers rose from 20,000 to 55,000. This is in large part due to our celebrity endorsers