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Chipotle Social Media Strategy
1. R E B E C C A L U K E 1 0 / 0 2 / 2 0 1 6S O C I A L M E D I A S T R AT E G Y
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
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
• Chipotle’s social media targets for 2016 will be improving internet readership and
acquiring additional followers through visually stimulating posts that showcase the
brand’s personality while engaging consumers
• The goal is to reinforce the online Chipotle persona with quirky content that is
inspired by current events and appeals to the target audience
• Two Major Social Strategies
1. Continue to curate content that reflects current trends and societal events
2. Communicate ingredient freshness while addressing food safety measures
4. SOCIAL MEDIA AUDIT
Network URL Follower
Count
Average Weekly
Activity
Average
Engagement Rate
Facebook https://www.facebook.co
m/chipotle/?fref=ts
3.03M 4-6 posts 0.17%
Twitter https://twitter.com/Chipo
tleTweets
808K 20 posts 0.16%
Instagram @chipotlemexicangrill 384K 3-5 posts 2.3%
Summary:
The highest engagement rate occurs on Instagram despite having the the lowest amount of
followers among the networks. Average weekly activity is highest on Twitter due to frequent
replies to consumers, but Chipotle is very inconsistent with the number of likes and retweets for
their content. While Facebook has the most follower count, engagement is varies among posts.
5. SOCIAL MEDIA AUDIT
Website Traffic Sources Assessment
Timeframe: Monthly Average, July 2016 to August 2016
Source % of Overall
Traffic
Conversion Rate
Facebook 4.97% 79.34%
Twitter 4.97% 6.93%
Instagram No Data No Data
Summary:
According to SimilarWeb Chipotle can attribute 4.97% of it’s website traffic to social media. Of
these 298,200 visits, 79.34% (236,592) were generated from Facebook and 6.93% (20,665) were from
Twitter. There is no traffic source data available for Instagram, however it remains a popular outlet
amongst Facebook users within the target audience.
6. SOCIAL MEDIA AUDIT
Audience Demographic Assessment
Survey distributed in July/August via email. Total Responses: 2000
Age
Distribution
Gender Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
65% 18-30 55% Female Facebook Twitter Fast and
filling food
Cost-effective
food
20% 31-40 45% Male Facebook Twitter Fast and
filling food
Healthy food
10% 41-55 65% Female Facebook N/A Customizable
quality food
Family
environment
5% 56-80 70% Female Facebook N/A Customizable
quality food
Family
environment
7. SOCIAL MEDIA AUDIT
Competitor Assessment
Competitor Social Media Profile Strength Weakness
Taco Bell https://www.instagram
.com/tacobell/
- 989K followers on
Instagram
- Visual and colorful
posts
- Fun and exciting
brand persona
- Little engagement for
the amount of
followers
Moe’s Southwest Grill https://twitter.com/Mo
esSouthFL
- Posts coupons
- Range of content
- Very little followers
- Little variety in
media posted
McDonald’s https://www.facebook.
com/McDonaldsUS/?b
rand_redir=1015009717
4480584
- They have over 67M
likes on Facebook.
- Posts a range of
videos and pictures
- Responds to
comments
- Content is not the
most visually
appealing
8. SOCIAL MEDIA OBJECTIVES
• In 2016, the primary focus for our social media strategy is to increase readership on all
social media platforms and drive traffic into stores by continuing to post at prime
mealtimes
• Some specific objectives include:
– Increase Instagram followers by 10,000 in 6 months
– Increase likes and retweets on Twitter by 30% in 6 months
– Increase number of shares on Facebook posts by 20% in 6 months
– Encourage positive mention with Snapchat filters by 50%
9. SOCIAL MEDIA OBJECTIVES
• Quantitative:
- Number of unique visitors from Twitter, Facebook, and Instagram
- Number of Instagram followers
- Percent of increase in Facebook shares
- Foot traffic in Chipotle stores
• Qualitative:
-Increased positive mention across all platforms
Key Messages:
1. Fun, fresh, and exciting place to eat with friends.
2. Quality ingredients prepared to consumer preference
11. ONLINE BRAND PERSONA
AND VOICE
Adjectives that describe our brand:
- Customizable
- Funny
- Fresh
- Visual
- Socially responsible
When interacting with customers we are:
- Friendly
- Timely
- Organized
- Helpful
12. STRATEGIES AND TOOLS
• Paid
– Boost Facebook videos about #IngredientsReign campaign that will continue to showcase
Chipotle’s superior and fresh ingredients
– Sponsor ads on Instagram publishing visual content to get more followers
– Purchase Google AdWords to set keywords like “burrito”, “burrito bowl”, “taco”, and “fresh” to
generate traffic to our social media platforms
• Owned
– Curate more videos that relate to societal and seasonal events in order to make content more
relevant to consumers
– In order to demonstrate transparency, host a Facebook Live session to show how the kitchen
prepares and cooks their ingredients
• Earned
– Partner with food bloggers to demonstrate how to maximize portions at Chipotle and allow them
to talk about their favorite combinations
• Tools Approved: Hootsuite, Buffer, Canva, Photoshop
• Tools Rejected: Tweetdeck
13. TIMING AND KEY DATES
Key Dates
- National Taco Day – October 4
- Halloween – Oct.. 31
- US Presidential Election – Nov. 8
- Veterans Day – Nov. 11
- Thanksgiving / Black Friday – Nov. 24
- Holidays – December
Internal Events:
- National Taco Day – Oct. 4
- Halloween – Oct. 31
- Chipotle Cultivate Miami Festival – Nov. 12
Reporting Dates
- Quarterly progress reports along with an
annual report
14. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
• Social Media Director: Joe Stupp
– Oversees all social media and in charge of social media
campaigns
• Social Media Manager: Rusty Partch
– Responsible for content management, develops marketing
strategies, identifies target customers, deliberates planning
and goal setting, and develops brand awareness along with
online reputation
• Social Media Strategist: Myra Ryder
– Generates content for social media, engage with consumers
and employees, and track trends
15. SOCIAL MEDIA POLICY
• Due to the NLRB lawsuit, our social media
policy has been revised and updated in order to
meet social media codes of conduct
– Be respectful
– Do not share sensitive company information to
the outside online community
– Do not talk about the customers
– When discussing about working conditions,
please speak with the supervisor before you
post
– Dishonorable content is not tolerated
– Show respect for others opinions
– Use common sense
16. CRITICAL RESPONSE PLAN
Scenario 1 – Inappropriate Tweet Sent From
@ChipotleTweets due to hacker
• Action Plan
• When you are alerted of the tweet:
1. Screen shot the inappropriate tweet
2. Delete the tweet(s)
3. Alert social media manager, Rusty Partch. If
unavailable, alert social media director, Joe
Stupp
4. Apologize to the Twitter audience and tell
them that the account was hacked and that
Chipotle did not write the tweet
5. Write posts on other social media accounts
and address that the Twitter account has been
hacked and that we are solving the problem
6. Continue to monitor the Twitter account if
hacker is still apparent
17. CRITICAL RESPONSE PLAN
Scenario 2 – Employee goes on Facebook Live spitting in guacamole that he prepared
complaining about the company and working conditions
• Action Plan
– Contact Joe Stupp immediately
– Contact the manager of the store that the employee works and ask him to delete the video if
it hasn’t disappeared yet
– Ask the manager of the store to speak with the employee and take any action he deems
necessary
– Have the local branch re-make all food that the employee touched
– Address the Facebook community that this employee does not communicate the values and
integrity of Chipotle and that he has been terminated due to his unsanitary and unethical
actions
Pre-approved message: “We apologize for the actions of the employee in the Facebook Live
video. We not only treat our employees but also our customers with respect. We want our
integrity to showcase in our food. Again, we apologize for the employee’s behavior and do not
condone his use of jargon.”
18. CRITICAL RESPONSE PLAN
Contact Information
Position Name Telephone Alt.
Telephone
E-mail
Social Media
Director
Joe Stupp (xxx)-xxx-xxxx (xxx)-xxx-
xxxx
Joe.stupp@chipotlecorp.com
Socia Media
Manager
Rusty Partch (xxx)-xxx-xxxx (xxx)-xxx-
xxxx
Rusty.partch@chipotlecorp.com
Social Media
Coordinator
Myra Ryder (xxx)-xxx-xxxx (xxx)-xxx-
xxxx
Myra.ryder@chipotlecorp.com
PR Agency Edelman (xxx)-xxx-xxxx (xxx)-xxx-
xxxx
customerservice@edelmanpr.com
19. MEASUREMENT AND
REPORTING RESULTS
Quantitative KPIs
Reporting Period: 3 months
Data as of June 2016
Website Traffic Sources Assessment
Timeframe: Monthly average, October
2016 to January 2017
Source % of Overall
Traffic
Conversion Rate
Facebook 5.46% 81.23%
Twitter 5.46% 7.5%
Instagram No Data No Data
Chipotle.com received 7 million visits in October 2016.
5.46% of website traffic can be attributed to social media
networks. Of the 326,631 visits, 81.23% (265,322 visits)
were from Facebook and 7.5% (24,297 visits) were from
Twitter.
20. MEASUREMENT AND
REPORTING RESULTS
Social Network URL Follower Count Average
Weekly
Activity
Engagement Rate
Facebook https://www.facebook.c
om/chipotle/
3,092,317 (up
2%)
4-6 posts 0.19%
Twitter https://twitter.com/Chip
otleTweets
820,400 (up
1.5%)
20-25 tweets 0.175%
Instagram https://www.Instagram.
com/chipotlemexicangri
ll/?hl=en
395,333 (up 3%) 3-5 posts 2.6%
Social Media growth as of December 2016. Reporting January 2017.
21. MEASUREMENTS AND
REPORTING RESULTS
Qualitative KPIS
• Sentiment Analysis
– After a thorough analysis of our social media networks (Facebook,
Twitter, and Instagram) via share, comments and likes that promote
engagement with consumers reveal the following:
• Positive sentiments include: consumers are more likely to view and share
videos, they are more likely to respond if a hashtag is created, usage of Google
AdWords brought traffic to our website and Facebook page, and Instagram is
creating a steady following due to visual content.
• Negative sentiments include: Long lines at Chipotle stores, pricing, and
people still skeptical about the food due to the E.Coli outbreak
22. FUTURE ACTIONS
• Based on the data received, I would suggest that
we post the content curated on Instagram to other
social media platforms and continue to make
visually appealing and comical videos that people
can share
• Continue to use Google Adwords, sponsored posts
on Instagram, and trending hashtags
• Create coupons that can be found by having
consumers follow one of our social media networks
