This is a presentation on my analysis of Chipotle in a social media strategy.

1. Chipotle
Social Media Strategy
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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
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3. Executive Summary
¡ Leading into 2017, we will focus on expanding our follow
base, as well as increasing active engagement with those
currently following our accounts.
¡ Our primary focus will be to post relevant content that will
get followers engaged in what is going on at Chipotle,
allowing us to build a deeper relationship with our current
customer base.
Our two main strategies will be:
1. Encourage engagement with customers through replying
to their comments and reactions on posts.
2. Increasing the content volume that is posted to accounts
where we do not publish as frequently.
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4. Social Media Audit
¡ The following pages show an audit of Chipotle’s
social media accounts. The audit assesses social
media, as well as traffic brought to the website,
demographics of the audience, and an analysis
of Chipotle’s competitors

5. Social Media Assessment
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Social
Network
URL Follow
Count
Average Weekly
Activity
Average Engagement
Rate
#interactions/reach
Twitter Twitter.com/
ChipotleTweets
808,000 4 posts per day 3.1%
Facebook Facebook.com/
chipotle
3,030,000 5 posts per week 4.3%
Instagram Instagram.com/
chipotlemexicangrill
383,000 6 posts per week 3.8%
LinkedIn LinkedIn.com/
company/chipotle-
mexican-grill
50,100 2 posts per week 2.2%
YouTube YouTube.com/user/
chipotle
73,000 6 posts per month 2.3%
Pinterest Pinterest.com/
chipotlemg
7,600 Highly Infrequent N/A
Data as of October 1, 2016

6. Website Traffic Sources Assessment
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Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter 3000 unique visits 12% 6.2%
Facebook 5600 unique visits 22% 12%
Instagram 1200 unique visits 3% 1.2%
LinkedIn 400 unique visits 1.5% 0.7%
YouTube 700 unique visits 1.9% 0.9%
Pinterest 250 unique visits 0.9% .45%
Traffic Summary:
As can be assumed with follower counts, Facebook is bringing in the
highest percentage of overall traffic. Other social media sites are
bringing in decent numbers, but not nearly as much as Facebook.
Data as of October 1, 2016

7. Customer Demographics Assessment
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Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary
Need
Secondary
Need
65% 18 – 30
20% 31 – 40
10% 41 – 55
5% 56 – 80
40% Male
60% Female
50% Facebook
30% Instagram
20% Twitter
60% Instagram
25% Facebook
15% Twitter
Looking
for
discoun
ts
Finding
updates
about health
& safety
Traffic Summary:
As expected with social media, many of the survey participants are in
the 18-30 age group. These age groups are mostly connecting and
engaging with Chipotle through Facebook, Twitter and Instagram.
Data as of October 1, 2016
Survey distributed in August/September via email and upon
visitor registration. Total applicant responses: 4,500

8. Competitor Assessment
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Competitor
Name
Social Media
Profile
Strengths Weaknesses
Moe’s
Southwest
Grill
FB: Moe’s
Southwest Grill
Offers queso and
other sides
More expensive
Tijuana
Flats
FB: Tijuana
Flats
More menu
options
Cooked in the back
where you cannot see
Taco Bell FB: Taco Bell Quicker Seen as lower quality
Traffic Summary:
Blah blah

9. Social Media Objectives
For 2017, we would like to focus on creating an
engaging environment on social media platforms
where our content volume is lower. Some specific
objectives include:
¡ Pinning at least three times a day on Pinterest
¡ Posting at least once a day on LinkedIn
¡ Increase volume of content on Instagram by 25%
by February
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KPIs
1. Number of Pinterest followers
2. Number of unique visitors on
LinkedIn and YouTube
3. Number of engagement posts on
Twitter
Key Messages
• Knowledge about the food and
it’s health
• Care for quality that the
employees have

10. Online Brand Persona and
Voice
Adjectives to describe
Chipotle:
¡ Healthy
¡ Quick
¡ Delicious
¡ Unique
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During customer
interactions, we are:
¡ Helpful
¡ Friendly
¡ Knowledgeable

11. Strategies and Tools
Approved Tools
¡ Hootsuite
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Existing Subscriptions
¡ Photoshop
¡ Vimeo

12. Timing and Key Dates
Special Dates
¡ Cinco de Mayo
¡ Day of the Dead
¡ First day of summer
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Internal Events
¡ Burrito Day
¡ Philanthropy Day –
giving back to the
community
Reporting
¡ Occurs quarterly

13. Social Media Roles and
Responsibilities
Three-person social media team that staffs the
main platforms of Chipotle’s social media:
¡ Rusty Partch
¡ Myra Ryder
¡ Joe Stupp
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14. Social Media Policy
¡ All employees are representing Chipotle on social
media, so it is important for them to keep this in
mind during all postings. The social media team
at Chipotle will work do ensure the following:
¡ Respectfulness to all through original posts and
engagement through replies
¡ Always act as a point of help to customers
¡ Spreading the word about what Chipotle is doing
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15. Critical Response Plan
¡ In the event that someone posts something
inappropriate ABOUT Chipotle, it is important the
problem be addressed. Asking customers what
we can do better and solving the issue is ideal. In
some cases, it may be better to ignore. Consult
the social media management team for special
circumstances.
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16. Measurement and
Reporting Results
¡ It will be reported quarterly the results of our
social media strategy and how our numbers with
follow counts and engagements are increasing.
The first will be available three months out.
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