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Chipotle Social Media Strategy
- 1. Chipotle’s Social Media Strategy Plan Courtney Moberley October 2, 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 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 Our goal for the 2017 year will be to continue maintaining our momentum and trust we have fostered in our consumers. We seek to continue boosting revenue through customer engagement and trust building. Our Two Major Strategies 1. Make our content relatable and engaging to encourage customer interest 2. Utilize new social media tools (i.e. Facebook Live) to keep profiles cutting edge and draw customers
- 4. Social Media Audit Data as of September 1st, 2016 Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Facebook https://www.faceb ook.com/chipotle/ ?fref=ts 3,031,678 6 posts per week 7% Twitter https://twitter.com /ChipotleTweets 808,000 26 posts per week 9% Instagram https://www.instag ram.com/chipotle mexicangrill/?hl=e n 383,000 5 posts per week 4% LinkedIn https://www.linked in.com/company/- mexican-grill 50,176 2 posts per week 3%
- 5. Social Media Assessment Currently the most engagement occurs on Twitter, having around 9% engagement in comparison to Facebook’s 7%. We are currently not very engaged on LinkedIn, with our lowest post rate occurring there. Other channels are strong in terms of follower and post counts.
- 6. Traffic Sources Assessment Timeframe- Monthly Average, June 2016-September 2016 Source Volume % of Overall Traffic Conversion Rate Facebook 3,000 unique visits 24% 2.5% Twitter 2,500 unique visits 22% 2% Instagram 1,000 unique visits 13% 1%
- 7. Traffic Summary The majority of traffic on social media occurs on our Facebook page, where we have the most followers. Instagram, our site with the fewest followers, has the least traffic
- 8. Audience Demographics Assessment Survey distributed June/July via email and upon visitor registration. Total applicant responses: 1500 Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need 60% 18-30 55% Female 50% Facebook 40% Instagram Quality food that is still Spanish style food 30% 31-40 45% Male 30% Twitter 20% Twitter fast and easily that tastes good, fast 5% 41-55 15% Instagram 20% Instagram accessible 5% 56-80
- 9. Audience Demographic Summary The majority of survey respondents are 18-30 years old. Facebook and Twitter and their main social networks. Their primary motivation for visiting Chipotle is quality fast food.
- 10. Competitor Assessment Competitor Name Social Media Profile Strengths Weaknesses Qdoba Mexivan Grill Instagram: qdoba High quality photos Not many posts or followers, all posts look exceptionally staged Lime Fresh Mexian Grill Facebook: LimeFreshMex Very personable. Comes across as a personal Facebook Not many likes, so they don’t have a lot of reach Moe’s Southwest Grill Twitter: Moes_HQ High quality content with a lot of customer engagement Not a large following
- 11. Competitor Assessment Summary The analysis focused on three competitors that have a strong presence on assorted social media. Their visual content across the board is strong, which leads to more engagement with their audience. Areas where competition is lacking is in follower count and reach.
- 12. Social Media Objectives In 2017 our primary focus will be to support revenue foals by driving more traffic to our website from our social media. Our social media priorities will be growing our online following and fostering engagement by posting relevant content and building deeper relationships with consumers.
- 13. Specific Objectives 1. Increase visitors from social media to website by 25% in 6 months by: 1. Increased brand awareness through more mentions and replies on twitter 2. Increased use of hashtags and shareable content across all platforms 2. Increase Instagram followers by 5,000 in 6 months 3. Increase volume of visual content posted across all social media by 40% in 6 months KPIs: 1. Number of posts on Facebook we receive interaction on 2. Number of followers on socialmedia 3. Sentiment Analysis Key Messages: 1. Quality food you can trust 2. Quickly served quality TexMex food
- 14. Online Brand Persona and Voice Adjectives that describe our brand: Fast Inexpensive Customizable Trustworthy When interacting with customers we are: Genuine Personable Relatable
- 15. Strategies and Tools Paid: Boost Facebook posts that are already doing well over the weekend. The post must have a minimum organic reach of 200,000 as well as a minimum of 20 likes or 20 comments Owned: Push the company hashtag on Instagram posts and encourage all customers to post using the hashtag. Make sure to shout out or promote one successful customer post a month. Always include hashtags in all posts. Earned: Monitor keywords using analytics. Extend discounts to people who are posting positive feedback. Tools: Hootsuite, Google Analytics, Vimeo, Photoshop, Kapost
- 16. Key Dates Holidays: Valentines Day Cinco de Mayo Memorial Day Christmas Internal events: Chiptopia Summer Rewards: June- September
- 17. Social Media Roles and Responsibilites Marketing Director: Ryan Murrin Social Media Manager: Mark Shambura Social Media Coordinator: Joe Stupp
- 18. Social Media Policy Social media is a key part of our day to day lives and our brand identity. We use our various networks to spread company messages, interact with consumers, and share engaging content that curates thoughts, ideas, and more. As an employee and representative of Chipotle Mexican Grill you are expected to demonstrate the best practices and sense of etiquette in your use of social by following some simple guidelines: • Be respectful of yourself and others • Use common sense • Do not instigate or post illegal activities • Be polite • Be nice, and helpful • Do not bash the competition • Be excited about your work! Post company events or positive sentiments about your workplace • If you are ever unsure about a post, ask a supervisor! Chipotle Mexican Grill is serious about the appropriate use of social media by our employees. Violation of the Chipotle social policy may result in corrective action, up to, and including, termination. You may also be subject to legal action, including criminal prosecution. The company also reserves the right to take any further action it believes is appropriate. Should you have any questions or concerns please speak to your Manager or anyone on the HR team.
- 19. Critical Response Plan – Bad Post When negative content is detected immediately take a screenshot and then delete the tweet. Contact the marketing director and if unavailable, go down the chain of command until you reach someone. Ryan and Mark will discuss the impact and reach before evaluating further action. Ryan will develop the appropriate response and Mark will approve. If media has picked up the post, Mark will manage all direct contact. If Mark is unavailable, Joe will handle all contact. Mark and Ryan will sync with employee responsible for publishing the Tweet to see if disciplinary action is required. No pre-approved message. All case by case.
- 20. Critical Response Plan -Company Issue Specific store will alert coroporate, corporate will alert Ryan. Ryan, corporate, and Mark will discuss the impact and reach before evaluating further action and evaluate the number of social media mentions of the situation. Ryan will develop the appropriate response and Mark will approve. If media has picked up the post, Mark will manage all direct contact. If Mark is unavailable, Joe will handle all contact. Ryan will push messaging to social channel where the news broke first. Continue to monitor spread to other channels and push messaging where needed. All teams will continue to monitor the situation as needed. No pre-approved message. All case by case.
- 21. Measurement and Reporting Quantitative KPI’s: Reporting period of 3 months Social Network Data as of October 1st 2016 Social Network URL Follower Count Average Weekly Activity Average Engagement Rate Twitter https://twitter.com /ChipotleTweets 1,000,000 No Change 11% +2% Facebook https://www.faceb ook.com/chipotle/ ?fref=ts 3,301,000 No Change 8% +1% Instagram https://twitter.com /ChipotleTweets 500,000 No Change 6% +2%
- 22. Measurement and Reporting Summary All of our follownings have shown significant growth over the past month. We are on track with all of our timeframes and we have done a significantly better job of posting engaging content. One of the major keys to our success has been the curation of strong digital content and the use of our company hashtag. Qualitative KPIs: Sentiment analysis- An analysis of the interactions on 100 Facebook posts, Instagram posts, and Tweets revealed the following: An abundance of positive sentiment from customers following their interactions with staff. This has included mentions, photo sharing, and reposting of our content. The biggest driver of negative sentiment is related to outages of popular food items. Proposed Action Items: Continue to utilize the company hashtag and consider doing giveaways. Continue curating content, but make a defined plan to boost Instagram for the coming months.