2. TABLE OF CONTENTS
1. Executive Summary, September 2016
2. Social Media Audit
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 major social media priorities for 2017 will be increasing
customer satisfaction and higher revenue
The main focus will be to support our social media priorities
through enhancing our social media presence with employee
advocacy and positive feedback from customers
Two of our strategies:
1. Increase online traffic
2. Promote employee advocacy and customer’s feedback
4. SOCIAL MEDIA AUDIT
SOCIAL MEDIA ASSESSMENT
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter Twitter.com/Ch
ipotleTweets
808,000 16 posts per
week
15%
Facebook Facebook.com
/chipotle
3,031,946 6 posts per
week
20%
Instagram Instagram./co
m/chipotlemexi
cangrill
384,000 6 posts per
week
10%
Linkedin Linkedin.com/c
ompany/chipotl
e-mexican-grill
50,000 2 posts per
week
5%
5. SOCIAL MEDIA AUDIT
SOCIAL MEDIA ASSESSMENT
Each social media channel receives interaction
Facebook has the largest amount of followers and interaction
Twitter has the most average activity per week
7. SOCIAL MEDIA AUDIT
WEBSITE TRAFFIC ASSESSMENT (APRIL 2016-SEPTEMBER
2016)
Facebook is the biggest driver of traffic to the website. Twitter is
second.
8. SOCIAL MEDIA ASSESSMENT
AUDIENCE DEMOGRAPHICS ASSESSMENT
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
55% 18-30
35% 31-40
10% 41-55
10%56-80
50% Female
50% Male
45%
Facebook
35% Twitter
15%
Instagram
30%Twitter
20%Facebo
ok
20%
Instagram
Hunger Deciding
where to eat
a meal
9. SOCIAL MEDIA ASSESSMENT
AUDIENCE DEMOGRAPHICS ASSESSMENT
Most of the survey respondents are between the ages of 18-30
and 31-40, but the age group 18-30 is the biggest age distribution
group. Hunger and deciding where to go for lunch or dinner are
the primary motivators for visiting the restaurant. Instagram
engagement needs further development.
10. SOCIAL MEDIA ASSESSMENT
COMPEITIORS
Competitor Social Media
Profile
Strenghts Weakenesses
Taco Bell FB: Taco Bell Frequently
visited for
different deals on
each weekday
The posts aren’t
interactive
Pollo Tropical FB: Pollo
Tropical
Photos are
always fun and
themed, the
posts are very
interactive by
asking questions
The posts don’t
reveal any deals
or specials
11. SOCIAL MEDIA OBJECTIVES
Objectives include
Reaching more audiences in each age group
Promoting brand awareness on all social media platforms
Creating more conversations for followers to engage with
Encouraging more customer feedback
Creating content that has employees advocating for the brand
12. ONLINE BRAND PERSONA AND VOICNE
The brand is very humorous and approachable online
This is clearly seen in the brand’s twitter
The brand promotes freshness and easy to read content
13. STRATEGIES AND TOOLS
Owned:
Create a hashtag that customers can use and promote on social media
platforms that will allow them to receive a discount on their deal if they provide
evidence of using the hashtag
Earned:
Partner with employees who love working at Chipotle and highlight their
experiences and why they love the brand
Paid:
Monday afternoon/night boost Facebook posts to encourage those theat
Monday’s can be more enjoyable and weeknights in general when eating
Chipotle
Tools: Hootsuite, Kapost, Vimeo
14. TIMING AND KEY DATES
Halloween Weekend
Veteran’s Day
Thanksgiving
Internal Event with Thanksgiving Food Drive
Christmas
Internal Event with Christmas/Holiday themed Food Drive
New Years
15. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
Marketing Director- Joe Schamm
Social Media Manager- Monica Joeles
Social Media Coordinator- Alison Wang
16. SOCIAL MEDIA POLICY
Always be helpful
Be respectful on all platforms
Consistently post positive content
Don’t start fights or engage with negative words
Act with care
17. CRITICAL RESPONSE PLAN
Scenario 1 Glitch in the system, unable to Tweet
Contact social media manager immediately, apologize to followers
Scenario 2 Hateful Spam of Tweets:
Take pictures of tweet spam, block user, report to social media manager
18. MEASUREMENT AND REPORTING
RESULTS
Discount hashtag used frequently by avid followers, surveys
suggest they appreciate the discount
Followers increased on every social media platform
Growth across the board in visits to social media platforms
Twitterreceived largest growth
