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Chipotle social media strategy

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Koltan Greenwood

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.

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CHIPOTLE SOCIAL MEDIA STRATEGY KOLTAN GREENWOOD 8/28/2016
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
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
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.
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.
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.
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.
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.
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
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
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
VOICE EXAMPLES
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.
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
SOCIAL MEDIA ROLES AND RESPONSIBILITIES •Social Media Director: Joe Stupp •Social Media Manager: Rusty Partch •Social Media Coordinator: Myra Ryder
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
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.”
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.
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
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%
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.
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.
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.

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Chipotle social media strategy

  • 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
  • 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.