The document outlines Chipotle's social media strategy for 2016, focusing on increasing online presence and follower count through creative campaigns like viral videos and enhanced customer interaction. It includes an audit of current social media performance, competitive analysis, and specific objectives with key performance indicators aimed at improving engagement and conversion rates across platforms. Additionally, the strategy encompasses a critical response plan for managing negative feedback and a structured approach to measuring results quarterly.

1. SOCIAL MEDIA STRATEGY
Kimberly Stolz
February 5, 2016

2. TABLE OF CONTENTS
• Executive Summary
• Social Media Audit
• Social Media Objectives
• Online Brand Persona and Voice
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting Results

3. EXECUTIVE SUMMARY
Our primary social media priorities for 2016 will be increasing our presence
in the online community and increasing our follower count on all networks.
The main focus will be to concentrate on more creative ways we can draw
more traffic to our social media networks without requiring a large budget.
Two major social strategies will support this objective:
1. Use viral videos to draw consumers to our social profiles.
2. Highly encourage interaction and feedback on posts.

4. SOCIAL MEDIA AUDIT
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter https://twitter.com/
ChipotleTweets
741K 14 posts per week 2%
Facebook https://www.facebo
ok.com/chipotle/?fr
ef=ts
1.8M 2 posts per week 2%
Instagram https://www.instagr
am.com/chipotleme
xicangrill/
289K 5 posts per week 4%
Assessment Summary: The most likely place for two-way communication is on Facebook. Twitter
brings in the most interaction with retweets and hashtag references. Instagram may have a smaller
follower count, but they do well with interaction.
Social Media Assessment
Data as of January 2015

5. SOCIAL MEDIA AUDIT Cont’
Source Volume % of Overall Traffic Conversion Rate
Facebook 3500 unique posts 10% 2%
Twitter 4000 unique posts 13% 2.5%
Instagram NO DATA NO DATA NO DATA
Assessment Summary: Twitter is the leading with the most interaction and traffic among the
three networks (13% compared to Facebook’s 10%). Instagram may have no present data, but
they still drive a lot of interaction on its posts and is a good presence online.
Website Traffic Sources Assessment
Timeframe- Monthly average, May 2015 to October 2015

6. SOCIAL MEDIA AUDIT Cont’
Age Distribution Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary Need
54% 18-30 47% Female 56% Facebook 29% Facebook Quick, but
healthy Mexican
food
Ability to
personalize your
meal to how you
like it best
30% 31-40 53% Male 18% Twitter 23% Twitter
10% 41-55 26% Instagram 48% Instagram
6% 56-80
Assessment Summary: The age group that comes to Chipotle the most is 18-30 at 54%. Males
are slightly more likely to get Chipotle. The best social media network to target these
individuals would be Facebook and Instagram.
Audience Demographic Assessment
Survey distributed in June/July via email upon visitor registration. Total applicant respondents: 1500

7. SOCIAL MEDIA AUDIT Cont’
Competitor Name Social Media Profile Strengths Weaknesses
Moe’s Southwest Grill Facebook: Moe’s
Southwest Grill
Two-way communication is present. Low quality pictures with lack
of creativity and description.
Taco Bell Twitter: TacoBell Lots of RT from credible sources
advocating on behalf of Taco Bell
showing high recognition. Visuals are
high quality and draw lots of attention.
Two-way communication is
not executed to its full
extent.
Qdoba Mexican Grill Instagram: Qdoba
Mexican Grill
Captions are very informative about
what they have to offer.
Not much interaction on
posts present.
Assessment Summary: Above is an analysis of the top 3 competitors for Chipotle with major social media
presence on Facebook, Twitter and Instagram. Twitter appears to have the biggest impact with lots of
interaction using hashtags and endorsement from other brands. There is still a lot of room for
improvement across all three platforms when it comes to two-way communication.
Competitor Assessment

8. SOCIAL MEDIA OBJECTIVES
1. Increase the average of comments from consumers on Facebook
posts from by 30% in 6 months.
2. Increase Instagram followers by 10K in 6 months.
3. Increase the amount of hashtags used in Twitter posts to boost
awareness by 20% in 6 months.

9. SOCIAL MEDIA OBJECTIVES Cont’
KPIs:
1. Number of posts on Facebook
people interact with.
2. Number of Instagram followers
3. Number of people who recognize
the brand Chipotle.
4. Sentiment Analysis.
Key Messages:
1. Healthy and fast Mexican food.
2. Customize your Mexican food to your
exact liking.

10. ONLINE BRAND PERSONA AND VOICE
Adjectives that describe our brand:
• Quick
• Healthy
• Customizable
• Inexpensive
When interacting with customers we are:
• Helpful
• Friendly
• Efficient

11. STRATEGIES AND TOOLS
Paid
• Partner with a recognizable brand in exchange for the link to the Chipotle social profiles
to be advertised on the other brand’s networks.
• Monitor the Chipotle Facebook posts every 3 days and repeat the most popular 2 posts.
Owned
• Host a Twitter chat once a week with a catchy hashtag to go along. Post about it on all
social media networks
• Begin a blog series that highlights the strengths of Chipotle.
Earned
• Create a comical viral video raising awareness for Chipotle’s unique selling points.
Content will be re-posted and showed to friends of the consumer.
• Monitor the competitors’ social profiles and offer their followers coupons for Chipotle.
Creates customer appreciation.
Tools Approved
• Buffer
• Hootsuite
Tools Rejected
• RebelMouse
Existing Subscriptions/Licenses
• Photoshop
• Vimeo
• Canva

12. TIMING AND KEY DATES
Holidays:
• Valentine’s Day
• Mexico’s Cinco de Mayo
• Memorial Day
• Mexico’s El Dia de Muerto
• Black Friday
Internal Events:
• April 16-17 Queso Weekend
• August 18-25 Students Back to School
Burritos
Reporting Events:
• Reporting will occur once a quarter in
February, May, August and November.
Precise dates TBA.

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

14. SOCIAL MEDIA POLICY
As an employee and representative of Chipotle you are expected to demonstrate
best practices and a sense of etiquette in your use of social media by following
some simple guidelines:
• Be respectful to all
• Use common sense
• Stay out of trouble
• Be polite
• Be the solution
• Be nice to Strangers
• Act helpful to customers
• Don’t ridicule the competition
• Ask before you publish

15. CRITICAL RESPONSE PLAN
Scenario 1:
Public figure or highly viewed broadcast talks negatively about Chipotle.
Action Plan
• Employees must notify Joe Stupp (Social Media Director) and Rusty Partch (Social Media Manager).
• The entire social media team must monitor the feedback from consumers and evaluate how to best
respond to the comments. Joe has final say on the reaction plan.
• Joe drafts a social media post for every network in attempt to rectify the harm done.
• Rusty directly responds to the consumer interacting with the situation.
• Joe and Rusty continue to monitor the situation as it progresses and modifies strategy if needed.
• Bring in Myra (Social Media Coordinator) as needed.
Preapproved Messaging
• “________’s opinion doesn’t define our brand. Our healthy and fast food is the meal you crave.”

16. CRITICAL RESPONSE PLAN Cont’
Scenario 2:
Two-way communication ends with an unhappy customer.
Action Plan
• When notified of unhappy customer
• Refer to the two-communication save it then remove.
• Notify Joe Stupp (Social Media Director) and Rusty Partch (Social Media Manager).
• Joe and Rusty collaborate on how to rectify the situation.
• Joe drafts appropriate response to consumer along with a coupon in hopes to keep their brand loyalty.
• If the unhappy customer catches the eye of the media, then make sure Myra Ryder (Social Media
Coordinator) handles all contact.
• Myra and Joe discuss how the matter should be advanced and if any discipline action is necessary.
Preapproved Messaging
• NO APPROVED MESSAGING- nature of message needs to fit the situation.

17. CRITICAL RESPONSE PLAN Cont’
Position Name Telephone Alt. Telephone Email
Social Media Director Joe Stupp (555)-555-5555 (555)-555-5555 Joe.stupp@chipotlecorp.com
Social Media Manager Rusty
Partch
(555)-555-5555 (555)-555-5555 Rusty.partch@chipotlecorp.com
Social Media
Coordinator
Myra Ryder (555)-555-5555 (555)-555-5555 Myra.ryder@chipotlecorp.com
PR Agency Edelman (555)-555-5555 (555)-555-5555 customerservice@edelmanPR.com
Contact Information:

18. MEASUREMENT AND REPORTING RESULTS
Social Network URL Follower Count Average Weekly
Activity
Average Engagement
Rate
Twitter https://twitter.com/Chipotl
eTweets
754K
+ 2% growth
25 posts per week
+ 70% increase
4%
Facebook https://www.facebook.com
/chipotle/?fref=ts
2.1M
+ 6% growth
7 posts per week
+ 250% increase
5%
Instagram https://www.instagram.com
/chipotlemexicangrill/
296K
+ 3% growth
10 posts per week
+ 100% increase
Average interaction
per post: 330
Quantitative KPI’s:
Reporting Period: 3 months
Data as of February 1, 2016
Social Network Data
Timeframe as of February 1, 2016

19. MEASUREMENT AND REPORTING RESULTS Cont’
Source Volume Percentage of Overall Traffic Conversion Rate
Facebook 3800 unique posts
+ 9% growth
17% 2%
Twitter 4400 unique posts
+ 10% growth
20% 2.5%
Instagram 350 unique posts 7% 1.3%
Website Traffic Sources Assessment
Timeframe: Monthly average, November 2015 to January 2016
Results Assessment: Our Instagram follower count has grown 3800 in 3 months, on track to get to
the 10K in 6 months. Instagram has also increased its posts by 150% and its interactions per post
has increased by 50%. Our social media team has done a great job curating posts to gain optimal
two-way communication opportunities. Facebook post interaction has increased by 10% in 3
months and is on track to for our objective of 30%. Our Twitter account interaction has grown by
10% and the live Twitter chats are a main contributor to the increase. We are currently perfectly on
track for our hope to increase Twitter interaction by 20% in 6 months.

20. MEASUREMENT AND REPORTING RESULTS Cont’
Qualitative KPI’s:
Sentiment Analysis
• An analysis of shares, comments, retweets, likes and onsite engagement of all social profiles (Twitter,
Instagram, Facebook) reveal the following:
• There is a lot of positive sentiment when consumers are either craving or just finishing some Chipotle.
This includes comments, use of hashtags, shout outs, etc. to convey how much they enjoy the food or
want it right now because it is so irresistible.
• The biggest area of negative sentiment is not getting enough meats in meals for the price charged.