2. Table of Contents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Traffic Sources Assessment
c. Customer Demographics 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 goal for the 2017 year will be to continue maintaining our momentum and
trust we have fostered in our consumers. We seek to continue boosting revenue
through customer engagement and trust building.
Our Two Major Strategies
1. Make our content relatable and engaging to encourage customer interest
2. Utilize new social media tools (i.e. Facebook Live) to keep profiles cutting
edge and draw customers
4. Social Media Audit
Data as of September 1st, 2016
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook https://www.faceb
ook.com/chipotle/
?fref=ts
3,031,678 6 posts per week 7%
Twitter https://twitter.com
/ChipotleTweets
808,000 26 posts per week 9%
Instagram https://www.instag
ram.com/chipotle
mexicangrill/?hl=e
n
383,000 5 posts per week 4%
LinkedIn https://www.linked
in.com/company/-
mexican-grill
50,176 2 posts per week 3%
5. Social Media Assessment
Currently the most engagement occurs on Twitter, having around 9%
engagement in comparison to Facebook’s 7%. We are currently not very
engaged on LinkedIn, with our lowest post rate occurring there. Other channels
are strong in terms of follower and post counts.
7. Traffic Summary
The majority of traffic on social media occurs on our Facebook page, where we
have the most followers. Instagram, our site with the fewest followers, has the
least traffic
8. Audience Demographics
Assessment
Survey distributed June/July via email and upon visitor registration. Total
applicant responses: 1500
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
60% 18-30 55% Female 50%
Facebook
40%
Instagram
Quality food
that is still
Spanish
style food
30% 31-40 45% Male 30% Twitter 20% Twitter fast and
easily
that tastes
good, fast
5% 41-55 15%
Instagram
20%
Instagram
accessible
5% 56-80
9. Audience Demographic
Summary
The majority of survey respondents are 18-30 years old. Facebook and Twitter
and their main social networks. Their primary motivation for visiting Chipotle is
quality fast food.
10. Competitor Assessment
Competitor Name Social Media
Profile
Strengths Weaknesses
Qdoba Mexivan
Grill
Instagram: qdoba High quality photos Not many posts or
followers, all posts
look exceptionally
staged
Lime Fresh Mexian
Grill
Facebook:
LimeFreshMex
Very personable.
Comes across as a
personal Facebook
Not many likes, so
they don’t have a
lot of reach
Moe’s Southwest
Grill
Twitter: Moes_HQ High quality
content with a lot
of customer
engagement
Not a large
following
11. Competitor Assessment
Summary
The analysis focused on three competitors that have a strong presence on
assorted social media. Their visual content across the board is strong, which
leads to more engagement with their audience. Areas where competition is
lacking is in follower count and reach.
12. Social Media Objectives
In 2017 our primary focus will be to support revenue foals by driving more
traffic to our website from our social media. Our social media priorities will be
growing our online following and fostering engagement by posting relevant
content and building deeper relationships with consumers.
13. Specific Objectives
1. Increase visitors from social media to website by 25% in 6 months by:
1. Increased brand awareness through more mentions and replies on twitter
2. Increased use of hashtags and shareable content across all platforms
2. Increase Instagram followers by 5,000 in 6 months
3. Increase volume of visual content posted across all social media by 40% in 6
months
KPIs:
1. Number of posts on Facebook we receive
interaction on
2. Number of followers on socialmedia
3. Sentiment Analysis
Key Messages:
1. Quality food you can trust
2. Quickly served quality TexMex food
14. Online Brand Persona and Voice
Adjectives that describe our brand:
Fast
Inexpensive
Customizable
Trustworthy
When interacting with customers we are:
Genuine
Personable
Relatable
15. Strategies and Tools
Paid:
Boost Facebook posts that are already doing well over the weekend. The post
must have a minimum organic reach of 200,000 as well as a minimum of 20
likes or 20 comments
Owned:
Push the company hashtag on Instagram posts and encourage all customers to
post using the hashtag. Make sure to shout out or promote one successful
customer post a month. Always include hashtags in all posts.
Earned:
Monitor keywords using analytics. Extend discounts to people who are posting
positive feedback.
Tools: Hootsuite, Google Analytics, Vimeo, Photoshop, Kapost
17. Social Media Roles and
Responsibilites
Marketing Director: Ryan Murrin
Social Media Manager: Mark Shambura
Social Media Coordinator: Joe Stupp
18. Social Media Policy
Social media is a key part of our day to day lives and our brand identity. We use
our various networks to spread company messages, interact with consumers,
and share engaging content that curates thoughts, ideas, and more. As an
employee and representative of Chipotle Mexican Grill you are expected to
demonstrate the best practices and sense of etiquette in your use of social by
following some simple guidelines:
• Be respectful of yourself and others
• Use common sense
• Do not instigate or post illegal activities
• Be polite
• Be nice, and helpful
• Do not bash the competition
• Be excited about your work! Post company events or
positive sentiments about your workplace
• If you are ever unsure about a post, ask a supervisor!
Chipotle Mexican Grill is serious about the
appropriate use of social media by our employees.
Violation of the Chipotle social policy may result in
corrective action, up to, and 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.
19. Critical Response Plan
– Bad Post
When negative content is detected immediately take a screenshot and then
delete the tweet. Contact the marketing director and if unavailable, go down
the chain of command until you reach someone.
Ryan and Mark will discuss the impact and reach before evaluating further
action.
Ryan will develop the appropriate response and Mark will approve.
If media has picked up the post, Mark will manage all direct contact. If Mark is
unavailable, Joe will handle all contact.
Mark and Ryan will sync with employee responsible for publishing the Tweet to
see if disciplinary action is required.
No pre-approved message. All case by case.
20. Critical Response Plan
-Company Issue
Specific store will alert coroporate, corporate will alert Ryan.
Ryan, corporate, and Mark will discuss the impact and reach before evaluating further
action and evaluate the number of social media mentions of the situation.
Ryan will develop the appropriate response and Mark will approve.
If media has picked up the post, Mark will manage all direct contact. If Mark is
unavailable, Joe will handle all contact.
Ryan will push messaging to social channel where the news broke first. Continue to
monitor spread to other channels and push messaging where needed.
All teams will continue to monitor the situation as needed.
No pre-approved message. All case by case.
21. Measurement and Reporting
Quantitative KPI’s:
Reporting period of 3 months
Social Network Data as of October 1st 2016
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com
/ChipotleTweets
1,000,000 No Change 11%
+2%
Facebook https://www.faceb
ook.com/chipotle/
?fref=ts
3,301,000 No Change 8%
+1%
Instagram https://twitter.com
/ChipotleTweets
500,000 No Change 6%
+2%
22. Measurement and Reporting
Summary
All of our follownings have shown significant growth over the past month. We are on
track with all of our timeframes and we have done a significantly better job of posting
engaging content. One of the major keys to our success has been the curation of strong
digital content and the use of our company hashtag.
Qualitative KPIs:
Sentiment analysis- An analysis of the interactions on 100 Facebook posts, Instagram
posts, and Tweets revealed the following:
An abundance of positive sentiment from customers following their interactions with
staff. This has included mentions, photo sharing, and reposting of our content. The
biggest driver of negative sentiment is related to outages of popular food items.
Proposed Action Items:
Continue to utilize the company hashtag and consider doing giveaways. Continue
curating content, but make a defined plan to boost Instagram for the coming months.
