Social Media Strategy

1. CHIPOTLE
Social Media Strategy

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

6. SOCIAL MEDIA AUDIT
WEBSITE TRAFFIC ASSESSMENT (APRIL 2016-SEPTEMBER
2016)
Source Volume Follower
Count
Percentage
of Overall
Traffic
Conversion
Rage
Twitter Twitter.com/C
hipotleTweets
400,000 visits 8% 4%
Facebook Facebook.co
m/chipotle
800,000 visits 15% 5%
Instagram Instagram./co
m/chipotleme
xicangrill
100,000 visits 5% 2%
Linkedin Linkedin.com/
company/chip
otle-mexican-
grill
10,000 visits 2% 20.5

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