This document outlines a social media strategy for Chipotle to revamp its image after an E. coli scandal. Key aspects of the strategy include increasing audience on social media platforms like Facebook, Instagram, and Twitter through more visual posts. The strategy also defines Chipotle's online brand persona as quick, healthy, and cheap. It establishes roles and guidelines for social media use and response plans for potential issues. The overall goal is to regain followers and traffic through active social media engagement.

1. Chipotle
October 2016
Catherine Rudd

2. Table of Contents
• 1. Executive Summary
• 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
• My Social Media Strategy for Chipotle is to revamp their
image after their E-coli scandal. They need help getting back
on the right foot. I will help them with promotional deals,
social media and their overall image.

4. Social Media Audit
• Chipotle is on:
• Instagram
• Twitter
• Facebook
• And many more, but these are the famous 3 accounts.

5. Social Media Audit cont.…
Facebook Instagram Twitter
https://www.facebook.com/chipotl
e
https://www.instagram.com/chipot
lemexicangrill/?hl=en
https://twitter.com/ChipotleTweets?ref_src=twsrc%5
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Followers: 3,032,634 Followers: 384k Followers: 809K
Avg. Weekly Activity: 4 to 5 posts
per week
Avg. Weekly Activity: Everyday Avg. Weekly Activity: Everyday
Avg. Engagement Rate: 2% Avg. Engagement Rate: around
9,000
Avg. Engagement Rate: around
1,000
October 2016

6. Social Media Assessed
• Their Social Media accounts do great! They are posting everyday. On
their Twitter they ”retweet” their and comment on their customers
tweets trying to get them engaged and involved.

7. Website Traffic
Media Posts Percentage of overall
traffic
Conversion rate
Facebook Around 2,000 6% 3%
Twitter Around 3,000 11% 2%
Instagram Around 600 N/A N/A

8. Audience Assessment
Age Gender Primary Social
Network
Secondary
Social Network
Primary Need Secondary Need
15-25 Female Instagram Twitter Cheap Healthy and
quick
30-50 Male Facebook N/A Cheap and fast Mexican and
healthy

9. Competitor Assessment
Name Social Media Strength Weaknesses
Felipe's IG: felipesgainesville Brand new and cheap Not a lot of Social Media
presence
Tijuana Flats IG: tijuanaflats A lot of Social Media
presence
Does not get as much
business as Chipotle

10. Social Media Objectives
• The goal for 2016 is to increase our audience by posting more visuals.
We need to gain back the followers we lost because of E.coli.

11. Online Brand Persona and Voice
Adjectives
•Quick
•Healthy
•Cheap
Interacting with Customers
•Quick replies
•Hands on
•Good attitude

12. Strategies and Tools
• Paid:
• Ads
• Commercials
• Earned:
• Customer engagement
• Owned
• Social Media
• Live content
• Contests

13. Strategies and Tools cont..
• Approved:
• Buffer
• Subscriptions:
• Vimeo

14. Key Dates and Timing
• Dates:
• National Taco Day
• Cinco de Mayo
• Halloween
• Christmas
• Timing
• Monthly

15. Social Media Roles and Reasonability
• Director: Richard Jonas
• Manager: Maria Smith
• Coordinator: Joseph DeAngelo

16. Social Media Policy
• When working at Chipotle and working their Social Media you need
to make sure to follow a set of guidelines:
• Be honest
• Time Sensitive
• Appropriate

17. Critical Response Plan
• Scenario 1:
• Employee adding inappropriate words on Social Media
• What to do:
• Talk to employee
• Delete post right away
• If necessary fire employee

18. Critical Response Plan
• Scenario 2:
• Employee posts false promotion on Social Media
• Give a credit to the customers that walked in thinking there was a promotion
• Talk to employee
• Delete post
• Fire if necessary