Chipotle's social media goals for the year are to increase engagement to build trust, share more engaging content to attract consumers, and emphasize fresh, local ingredients. Objectives include increasing engagement on networks and creation of relevant content. An audit found Facebook had the most followers and engagement, while LinkedIn had the least. The strategy involves increasing followers across networks through interactions and content, increasing trust by publishing more healthy food content, and boosting Instagram followers. Progress will be reported after 3 and 6 months.

1. Chipotle Mexican Grill
Social Media Strategy
Bonnie Chiffelle
February 21, 2016

2. Table of Contents
3. Executive Summary
4. Social Media Audit
5. Social Media Objectives
6. Online Brand Persona and Voice
7. Strategies and Tools
8. Timing and Key Dates
9. Social Media Roles and Responsibilities
10. Social Media Policy
11. Critical Response Plan
12. Measurement and Reporting Results

3. Executive Summary
Chipotle’s major social media goals for this year will be to increase conversation
between the company and consumers to increase consumer trust, sharing more
engaging content to attract consumers, and to emphasize the company’s use of fresh,
local and non-GMO ingredients in their food.
Objectives:
1. Increase engagement on social networks by having more conversations and
interactions.
2. Creation and sharing of relevant content on all platforms.

4. Social Media Assessment
Social Network URL Follower Count Avg. Weekly
Activity
Avg.
Engagemen
t Rate
Twitter Twitter.com/ChipotleT
weets
742k 21 posts 2%
Facebook Facebook.com/Chipotl
e
2,801,376 4 posts 3%
Instagram Instagram.com/Chipotl
emexicangrill
289k 3 posts Average
interaction
per post:
3000
LinkedIn LinkedIn.com/Chipotl
e-Mexican-Grill
44,746 1 post 0%
November 21, 2015

5. Social Media Assessment
The social media network with the lowest level of engagement is
LinkedIn. Last time Chipotle updated the site was six months ago, so
closing this channel should be considered. The social media network
with the highest level of engagement is

6. Audience Demographics Assessment
Age
Distribution
Gender
Distributrion
Primary Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
18-30, 65% 53% Female 53% Female 50% Instagram Delicious food
with better
ingredients.
Cheap price.
31-40, 25% 47% Male 47% Male 25% Twitter
41-55, 10% 40% Facebook 25% Facebook
56-80, 10% 30% Instagram
30% Twitter

7. Audience Demographics Summary
The majority of Chipotle’s social media audience is in the 18-30 range. The
audience’s primary social network is Facebook. People’s main reason for visiting the
restaurant is for the good tasting food with better quality ingredients. There should
be more content and engagement created for those on Instagram and Twitter since
they both have large followings.

8. Competitor Assessment
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Moe’s Southwestern Grill Twitter.com/Moes_HQ Many branded posts and
retweets. Many forms of
media posted – Vines,
images, articles. Posts are
catered to audience (18-
30 range).
Does not interact with
customers as much (not
many retweets or
answering questions).
Taco Bell Twitter.com/TacoBell Large number of
followers, frequent posts,
variety of media. Many
retweets from customers.
Some social media
graphics could be better
designed.
Tijuana Flats Twitter.com/TijuanaFlat
s
Advertises promotions
well, good graphics.
Not enough original
content, content is
repetitive

9. Competitor Assessment
Three Chipotle competitors were examined on their Twitter use. Taco Bell had the
highest number of followers and also the most engagement, while Tijuana Flats had
a low number of engagements and little visual content. A large amount of visual
content is important to engage followers as well as having communication between
the company and consumers. Frequently posting is also important.

10. Social Media Objectives
The overall goal of the social media strategy will be to increase engagement on social networks to build
consumer trust and to share more relevant content to attract more followers while supporting revenue
goals.
Specific:
1. Increase number of followers across Facebook and Twitter by 10% in 6 months through:
-Increasing interactions on platforms by replying to customers and liking, sharing and retweeting
their comments and questions
-Creating and reposting relevant content
2. Increase consumer trust by publishing 25% more content on eating fresh, local and non-GMO foods
-Share articles highlighting why it is important to eat local and non-GMO
-Share how Chipotle is contributing to a sustainable food system
3. Increase followers on Instagram by 5000 in the next 6 months.

11. KPI’S
• Number of Facebook, Instagram and Twitter followers
• Number of health, non-GMO and local food related articles
published in the platforms
• Sentiment analysis
Key Messages
• Food with Integrity
• Honest Ingredients

12. Online Brand Persona and Voice
Adjectives that describe Chipotle brand:
• Fun
• Relatable
• Humorous
• Honest
• Cheerful
When interacting with customers, be:
• Respectful
• Prompt
• Friendly
• Solution-Oriented

13. Examples of Brand Voice and Persona
Adjectives: Witty, humorous

14. Adjectives: Relatable, funny,

16. Strategies and Tools
Paid: Boost most popular Facebook post every week, must have minimum
of 700 likes.
Owned: Create a hashtag and ask users on social media why they love
Chipotle and retweet/repost some of the responses on social media.
Examples: #honestfood, #foodwithintegrity, #realfood
Earned: Keep track of mentions on Twitter talking about Chipotle, respond
to customers, build relationship

17. Tools
Approved: Hootsuite, Buffer
Rejected: N/A
Existing Subscriptions/Licenses: Photoshop, Vimeo

18. Timing & Key Dates
• Spring Break
• Finals Week
• Summer Break
Reporting Dates
Over the next 6 months, reporting will take place twice: once at 3 months,
then at the end of the 6 months.

19. Social Media Roles and Responsibilities
Social Media Director: Bonnie Chiffelle
Responsibilities: High level planning of social media, final approval.
Social Media Manager: Andrew Goodall
Responsibilities: Day to day managing of social media, managing campaigns.
Social Media Coordinator: Jessenia Morales
Responsibilities: Publishing content, monitoring and responding to
interactions.

20. Social Media Policy
Chipotle believes in the respectful use of social media by the employees. Our social media use is
intended to engage, inform and connect with customers on a better level by providing
truthful information at all times. Chipotle employees should always be friendly to customers, be
respectful, use common sense, stay within company guidelines and never slag the competition.
Violation of the social media policy may result in corrective and/or legal action. Please use
social media appropriately and consult your managers for any questions.

21. Critical Response Plan
Scenario One: Inappropriate Tweet sent from @ChipotleTweets
Action Steps:
1. Screen shot Tweet (PRT SC on PC, Command + Shift + 3 on Mac)
2. Delete Tweet.
3. Contact Bonnie Chiffelle, Social Media Manager or Erin Gray, Marketing Director.
4. Bonnie, Erin and rest of social media team will gather to decide what to do next.
5. Bonnie and Erin will meet with employee responsible for Tweet to discuss actions.
No pre-approved messaging needed, will depend on situation.

22. Scenario Two: Tweet sent by customer accusing Chipotle of food poisoning.
Action Steps:
1. Screen shot Tweet (PRT SC on PC, Command + Shift + 3 on Mac)
2. Contact Bonnie Chiffelle, Social Media Manager or Erin Gray, Marketing Director.
3. Tweet will be addressed by apologizing to customer, asking what went wrong, and offering
compensation.
4. If further action is needed, it will be directed to Erin Gray, Marketing Director to take care of.
Pre approved messaging:
Twitter: We are so sorry to hear about your incident! Please DM us about your experience.
Facebook: We are so sorry to hear about your incident! Please message us with what happened.

23. Measurement and Reporting Results
Social
Network
URL Follower Count Average Weekly
Activity
Average
Engagement
Rate
Twitter Twitter.com/Chip
otleTweets
780k
5% +
23 posts 5%
Facebook Facebook.com/C
hipotle
2,900,000
3.5% +
6 posts 8%
Instagram Instagram.com/C
hiptlemexicangrill
293k
1.4%
4 posts Average
interaction per
post: 8,000
LinkedIn LinkedIn.com/Ch
ipotle-Mexican-
Grill
44,900
0.3% +
0 Post 0%
Quantitative KPI’s: Reporting Period: 3 months (As of Feb 21, 2016).

24. Website Traffic Assessment
Source Volume % Overall Traffic Conversion Rate
Facebook 3000 unique visits
+15% growth
35% 5%
Twitter 5000 unique visits
+12% growth
30% 3.2%
LinkedIn 250 unique visits
+5% growth
2% 0.1%
Monthly average, from November 2015 – January 2016.

25. We have increased our Instagram followers by 4,000 these last 3 months, surpassing our 6 month goal of 5000. Our
Twitter goal of 10% has been halfway met and the company is on track, but the Facebook goal of 10% is 1.5% behind,
so appropriate action must be taken in order to focus on this social network’s future growth.
It is important to note that the average engagement post grew 3% on Facebook and 5% on Twitter. Chipotle’s social
media strategy of producing more food and health related content and engaging more with the audience has seen a
positive effect among the public.
A great focus should be placed on Facebook to meet its number of followers. If LinkedIn is to remain open, it should
also receive future attention.
Assessment

26. Qualitative KPI’s
Sentiment Analysis
An overviewed analysis of 100 Facebook posts, 100 Twitter posts and 100 Instagram posts
revealed that many positive posts about Chipotle came from customers photographing their meal
and thanking Chipotle for its quality food and service. Only one complaint existed, complaining
that the pick-up service was not accurate and had not made the customer’s food.