This slideshow is an in-depth analysis about Chipotle and their social media usage. Through viewing this slideshow, you will gain a basic idea as to what Chipotle does online and where they see growth for the future.

1. CHIPOTLE
Social Media Strategy
Analysis by Kyle Polansky

2. Table of Contents
• Executive Summary Slide 3
• Social Media Audit Slides 4-9
• Social Media Objectives Slide 10
• Online Brand Persona andVoice Slides 11-14
• Strategies andTools 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

3. Executive Summary
As 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.

4. Social Media Audit – Organic Customer
Tweets

5. Social Media Audit –WhatWe 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

6. Social Media Audit – Social Media
Assessment
Social
Network
URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/Chi
potleTweets
742,000 19 originalTweets,
Hundreds of @
replies
3 %
Facebook https://www.facebook.
com/chipotle/?fref=ts
2,801,382 3 original posts 3 %
Instagram https://www.instagra
m.com/chipotlemexica
ngrill/?hl=en
290,000 4-6 original posts 400 per post
LinkedIn https://www.linkedin.c
om/company/chipotle-
mexican-grill
44,747 Limited content,
numerous job
openings
0.5 %

7. Social Media Audit –WebsiteTraffic
SourcesAssessment
Source 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

8. Social Media Audit – Audience
DemographicsAssessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Primary
Need
Secondary
Need
70 % 16-30
15 % 31-40
10 % 41-55
5 % 56-80
60 % Male
40 % Female
55 % Female
45 % Male
45 % Facebook
30 %Twitter
20 % 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”.

9. 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/q
doba
39.6 K Some high-res images, catchy hashtags,
Snapchat
Snapchat Logo is theirTwitter picture,
appears they are trying to copy
Chipotle’s layout and voice
Taco Bell https://twitter.com/t
acobell
1.68 M Many more locations, established brand, over a
million moreTwitter 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/o
ntheborder
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,
fewTwitter and Instagram followers

10. 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 onTwitter, 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 forTwitter 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

11. Online Brand Persona andVoice
• The main goal for ourVoice 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

12. Online Brand Persona andVoice Example
• In these six tweets, Pete is:
• Helpful
• Comical
• Silly
• Timely
• “Hip”
• Wise
• Our voice is what makes us
unique onTwitter! Pete is doing a
good job!

13. Online Brand Persona
andVoice 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

14. 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?

15. Strategies andTools
• Paid
• One paidTweet 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 onTwitter. 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.

16. Strategies andTools
• ApprovedTools
• Buffer
• Hootsuite
• TweetDeck
• RejectedTools
• None
• Existing Subscriptions
• YouTube
• Vimeo
• Photoshop
• Lightroom

17. 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 PrepTraining RoundTwo
• 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

18. Social Media Roles and Responsibilities
• Mark Crumpacker
• Chief Creative and Development Officer
• Ryan Murrin
• Director ofAdvertising, Research, and Direct
• Joe Stupp
• Social Media Manager
• Jackson Jeyanayagam
• Director of Digital Marketing
• Rusty Partch
• Social Media Strategist
• Candice Stewart
• Social Media Strategist

19. 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.”

20. Critical Response Plan
• Scenario 1: InappropriateTweet 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 potentialTweets or
Facebook posts
• Prepare a statement on the issue/discover what the item was and how it got there

21. 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

22. Measurement and Reporting Results, as
of 7/1/2016
Social
Network
URL Follower
Count
Average Weekly Activity Average
Engagement Rate
Twitter https://twitter.com/Chi
potleTweets
800,000
(+48,000)
20 originalTweets, 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.instagra
m.com/chipotlemexica
ngrill/?hl=en
330,000
(+40,000)
7 original posts, including
one video or time-lapse
600 per post
LinkedIn https://www.linkedin.c
om/company/chipotle-
mexican-grill
48,000
(+3,000)
1 original post 1 %

23. Measurement and Reporting Results
Source 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

24. ResultsAssessment
• By stressing the importance of growing onTwitter and Instagram, we have been
able to increase our conversion rates significantly in these areas. Facebook
remained our largest contributor to conversions.
• OurTwitter 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