This document outlines Chipotle's social media strategy. The main goals are to attract lost customers with deals and regain trust in quality. Strategies include using Twitter and Instagram to post codes/coupons and organic content showcasing suppliers. Metrics like followers, engagement rates, and traffic sources will be tracked. Responses are planned for issues like contaminated food or negative employee posts. Future proposals include increasing Pinterest engagement and creating YouTube shorts.

1. CHIPOTLE SOCIAL
MEDIA STRATEGY
KOLTAN GREENWOOD 8/28/2016

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

3. TABLE OF CONTENTS (CONT.)
• 6. Timing and Key Dates
• 7. Social Media Roles and Responsibilities
• 8. Social Media Policy
• 9. Critical Response Plan
• 10. Measurement and Reporting Results

4. EXECUTIVE SUMMARY
• The main goal will be to attract previously lost customers with lucrative deals and
specials to regain trust.
• To ensure all current, past, and potential customers of the quality of our product
and our values as a company.
1. Use Twitter and Instagram to cater to our younger consumers and post codes
and coupons for special deals upon redemption.
2. Upload more organic content showcasing our suppliers and the clean, quality
products we strive to obtain.

5. SOCIAL MEDIA AUDIT
Social Network URL Followers Avg. Weekly
Activity
Avg.
Engagement
Rate.
Facebook https://www.faceb
ook.com/chipotle
3,031,665 8 posts per week 4%
Twitter https://twitter.com
/ChipotleTweets?r
ef_src=twsrc%5Eg
oogle%7Ctwcamp
%5Eserp%7Ctwgr
%5Eauthor
808,000 12 posts per week 8%
YouTube https://www.youtu
be.com/user/chip
otle
73,106 1 post per week 1%
Pinterest https://www.pinter
est.com/chipotlem
g/
7,600 1 post per
fortnight
2%
Instagram https://www.instag
ram.com/chipotle
mexicangrill/?hl=e
n
383,000 5 posts per week 6%
Assessment Summary: Facebook has the largest follower count by far, but with more posts on Twitter, we have a higher
engagement rate.

6. SOCIAL MEDIA AUDIT
Website Traffic Sources Assessment Date: 8/28/2016
Source Volume % of Overall Traffic Conversion Rate
Facebook 5000 Unique Visits 25% 2.4%
Twitter 7000 Unique Visits 35% 3.5%
Youtube No data No Data No data
Pinterest 2000 Unique Visits 10% 0.6%
Instagram 6000 Unique Visits 30% 3%
Assessment Summary: Twitter is in the lead with overall traffic, with
Instagram closely behind. Our conversion rate on Twitter is very good.

7. SOCIAL MEDIA AUDIT
Audience Demographics Assessment Date:
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
0-18 20%
41% Male
Facebook 65% Twitter 35% Youtube 30%
Tasty, healthy food on the go.
Fits budget
constraints of a
young audience
19-25 45% Instagram 55%
26-35 15%
59% Female
Facebook 70% Twitter 45% Pinterest 15%
35-50 10% Instagram 70%
51+ 10%
Assessment Summary: A massive portion of the audience is young, with over 60% being 25 or younger. Facebook, Twitter, and Instagram are the most used social
networks amongst these groups.

8. SOCIAL MEDIA AUDIT
Competitor Assessment: Date:
Competitor Name Social Media Profile Strengths Weaknesses
Pollo Tropical Facebook: Pollo Tropical
Great at implementing new
foods. Adjusting to different
demographics with different
products
Does not appeal to younger
audiences due to lack of social
media management
Taco Bell Twitter: @TacoBell
Brilliant social media strategy.
Appeals to youth. Cheap costs.
Open late. Caters to our
audience. High quantity of posts
and frequent engagement with
consumers. Lesser quality food.
Moe’s Twitter: @Moes_HQ
Funny internet presence.
Moderate amount of posts and
engagement.
Viewed as more of the working
class Chipotle. Caters to adults.
Assessment Summary: Taco Bell is by far our biggest competitor with a massive number of engagements on Twitter. We can match
this and offer better deals to compete with their lower prices.

9. SOCIAL MEDIA OBJECTIVES
• Our primary goal is to use Twitter and Instagram to post deals and coupons to
the younger audience on these sites in order to draw them in for more revenue.
• Post videos through Facebook and Youtube in order to show our high quality
ingredients and fast service time.
• Increase engagement rate on Facebook by 10% within 8 months
• Double our posting rate on Instagram to 10 posts per week by the end of 2016.
• Reply to at least 60% of @Tweets by the end of 2016

10. SOCIAL MEDIA OBJECTIVES
• KPI’s
Number of replies on Twitter
Number of posts on Instagram per week
Daily Facebook engagements
• Key Messages
Healthy, all natural ingredients
Best bang for your buck

11. ONLINE BRAND PERSONA AND VOICE
• Adjectives that describe our brand
Fresh
Fast
Healthy
Bold
Fun
Economical
Modern
• Interactions with customers are
Witty
Responsive
Helpful
Encouraging

12. VOICE EXAMPLES

13. STRATEGIES AND TOOLS
Strategies to Will Support Our Social Media Objectives
Paid:
1. Post coupon code to Twitter every Thursday at 6PM
2. Film star employee making product and post to Facebook every Friday.
Owned:
1. Posts Hidden word puzzles on Instagram. Allow for redeemable special if customer mentions hidden word.
2. If customers can name star employee from video every week, receive 5% discount, and if provided proof of SM interaction, and additional 10% off.
Earned:
1. Partner with college campuses and sports teams to promote product.
2. Learn Youtube watching habits of main demographic, and insert advertisements accordingly.
Tools
Approved:
Hootsuite
Buffer
Rejected
Imgur
Existing Subscriptions/Licences: Vimeo, Reddit.

14. TIMING AND KEY DATES
• Halloween
• Black Friday
• Valentines Day
• National Best Friend Day (June 8th)
• Internal Events
January 8th-Free Chips and Salsa if wearing scarf
September 17th- Liver Failure Awareness Event

15. SOCIAL MEDIA ROLES AND RESPONSIBILITIES
•Social Media Director: Joe Stupp
•Social Media Manager: Rusty Partch
•Social Media Coordinator: Myra Ryder

16. SOCIAL MEDIA POLICY
INTERACTING AND ENGAGING WITH CUSTOMERS IS CRUCIAL TO OUR BRAND. WE MUST ENSURE THE CONSUMER IS SATISFIED AND
UNDERSTANDS THEIR VALUE TO US. YOU MUST NOT EXPRESS NEGATIVE ATTITUDES TOWARD THE COMPANY OR RELEASE CLASSIFIED
INFORMATION WITHOUT OUR PERMISSION.
• Be courteous
• You don’t always have to be brief
• Engage with the customer
• Do not slander the company
• Be clear and concise with customers
• Always follow company rules and regulations
• Don’t insult the competition
• Spread the word about promotions and events respectfully

17. CRITICAL RESPONSE PLAN
• Scenario 1: Contaminated food leads to negative view of company food quality
• Action Plan: Steven Ells posts public apology video for quality of food. Provide
videos to Facebook and YouTube showing our organically grown produce and
the conditions of our animal supply. Provide all consumers with voucher for free
burrito or bowl in order to regain trust amongst customers. Post Instagram
pictures of fresh foods and increase Twitter reply rate ensuring customers feel
supported and listened to.
• Pre approved message: “We are sincerely sorry for any inconvenience our food
may have caused. We have immediately corrected the issue and will be providing
benefits to all of our customers very soon.”

18. CRITICAL RESPONSE PLAN
• Scenario 2: Employee posts scathing rant about his store and denounces Chipotle as a
company.
• Action Plan: Screenshot posts as soon as it is noticed. Contact employee immediately
and ask to delete the post or risk termination for breach of company policy. (If yes to
delete, engage with employee and manager of individual store to see what can be
improved to help employee enjoy their job. If no to delete, terminate employee and
have Joe tend to clean up depending on reaction to employees post. Attempt to have
other employees post positive reviews of the company and its practices.)
• Preapproved Message: Depends on action of employee and amount of engagement
to original post. Thus, it will be catered to specifically if problem arises.

19. CRITICAL RESPONSE PLAN
Contact Information:
Owner Name Telephone Email
Social Media Director Joe Stupp 000-000-0000 jstupp@chipotle.com
Social Media Manager Rusty Partch 111-111-1111 rpartch@chipotle.com
Social Media Coordinator Myra Ryder 222-222-2222 mryder@chipotle.com

20. MEASUREMENT AND REPORTING
• Quantitative KPI’s: Report every 30 days. End reporting by December 21st, 2016
Social Network URL Followers Avg. Weekly
Activity
Avg.
Engagement
Rate.
Facebook https://www.faceb
ook.com/chipotle
4,569,482
15%% growth
15 posts per week
Over double
posting increase
4% up to 10%
Twitter https://twitter.com
/ChipotleTweets?r
ef_src=twsrc%5Eg
oogle%7Ctwcamp
%5Eserp%7Ctwgr
%5Eauthor
1,156,035
17% growth
25 posts per week
80% Increase
8% up to 12%
Youtube https://www.youtu
be.com/user/chip
otle
76,476
0.6% growth
5 post per week
500% Increase
1% up to 3%
Pinterest https://www.pinter
est.com/chipotlem
g/
8,500
0.7 % growth
2 post per
fortnight
100% Increase
2% up to 3%
Instagram https://www.instag
ram.com/chipotle
mexicangrill/?hl=e
n
700,000
110% growth
12 posts per week
150% Increase
6% up to 9%

21. MEASUREMENT AND REPORTING
Website Traffic Data Date:
Source Volume
% of Overall
Traffic Conversion Rate
Facebook
11,000
Unique Visits
31.4% 7%
Twitter
9,000
Unique Visits 25.7% 5.5%
Youtube
5,000
Unique Visits 14.2% 4%
Pinterest
2,000
Unique Visits 5.7% 5%
Instagram
8,000
Unique Visits 22.8% 11%
• We have far exceeded expectations
for the end of this calendar year. Our
main strategies of Facebook and
Twitter have gone extremely well
with a 15% growth and 17% growth,
respectively. Our Instagram posting
rate has more than doubled and we
are ahead of course to reach our goal
of a 10% engagement rate on
Facebook within 8 months.

22. QUALITATIVE KPI’S
• Sentiment Analysis:
Customers have increasingly posted about our fresh and healthy ingredients and
engaged with our videos responding to our star employee of the week. Word of
mouth has spread about hidden word puzzles and the positive feedback and
engagements regarding our service has been reassuring.

23. FUTURE PROPOSALS
• Increase Pinterest engagement with creative and fun recipes to make at home
• Continue the hidden puzzle and star employee posts in order to allow customers
to feel familiarity with us and our employees.
• Create a series of small burrito themed YouTube shorts in order to attract kids
and their parents to our brand.