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Chipotle's Social Media Strategy

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Ana Puyana
Ana Puyana

The social media strategy document outlines Chipotle's plans to increase engagement on social media platforms in order to support revenue goals. Key aspects include conducting social media audits, setting objectives to increase website traffic by 25% in 6 months through tweets and hashtags, defining brand personas and voices, and establishing strategies, roles and a critical response plan. Progress will be measured through quantitative metrics like shares, coupons used, and follower growth reported on a quarterly basis.

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Social Media Strategy Ana Cristina Puyana October 2, 2016
1. Executive Summary 2. Social Media Audit a. Social Media Assessment b. Website Traffic Sources Assessment c. Audience Demographics 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 Table of Content
Executive Summary Our major social media priorities for 2016 will be growing Chipotle’s online following and interaction with customers. The most important thing will be to support revenue goals through engaging more people in our website by sharing more attractive content and therefore building deeper relationships with our customers. Two major social strategies will support this objective: 1. A plan to increase the amount of content we publish in our social media profiles. 2. Encourage customers to question and criticize our social media outlets in order to improve them.
The following is an audit of Chipotle’s social media presence to date. It includes and assessment of all social networks, web traffic, audience demographics, and a competitor analysis. Social Media Audit
Account Name Number of Followers Avg. Weekly Activity Avg. Engagement Instagram 382K 2 to 3 post per week 3% Facebook 3,030,508 2 to 3 post per week 5% Twitter 807k 3 to 4 tweets per week 6% YouTube 64,548 1 post every month 2% https://www.instagram.com/chipotlemexicangr ill/?hl=en https://www.facebook.com/chipotle https://twitter.com/ChipotleTweets?ref_src =tw src%5Egoogle%7Ctwcamp%5Eserp%7Ct wgr%5Eaut https://www.youtube.com/user/chipotle Social Media Audit
Based on this data, at the present time, the highest number of interactions per post occurs on Twitter with an average engagement rate of 6%. The smallest interaction occurs in YouTube. Facebook will provide the largest reach, but Instagram and Twitter have better engagement rates. YouTube has a small audience, but the videos have good engagement. Social Media Assessment
Website Traffic Sources Assessment Source Volume Percentage of Overall Traffic Conversion Rate Instagram 900 unique visits 2% 1.35% Facebook 3,700 unique visits 9% 2% Twitter 7,500 unique visits 15% 4% YouTube Less than 1,000 unique visits 1-2% .5% Traffic Summary: Because most of the click-through traffic comes from Facebook and Twitter, we should focus on generating quality video and visual content for this medium. This videos can be shared through YouTube.
Audience Demographics Age Distributi on Gender Primary Social Network Secondary Social Network Primary Need Secondary Need 46% 20-29 52% Female Twitter Snapchat Cost-effective and healthy food Environmentall y friendly 33% 30-39 56% Female Facebook Twitter Quick Mexican Food Healthy food 11% 40-49 60% Female Facebook Twitter Good Mexican Food Family environment 10% 50+ 53% Male Facebook Most said only Facebook Good Mexican Food Family environment Audience Summary: The majority of the survey respondents are in the 20-29 age group. Twitter and Snapchat are their most social networks. Cost and Healthy food are their motivators for going to Chipotle
Competitors Assessment Competitor Name Social Media Profile Strengths Weaknesses Qdoba FB: qdoba Twitter: @qdoba Insta: qdoba • Publishing video content • Great costumer interaction • Low follow rate • Low customer interaction Taco Bell FB: Taco Bell Twitter: @tacobell Insta: Taco Bell • More followers than Chipotle (947k) • Frequent posts • Poor consumer relations Moe's Southwest Grill Twitter: @moes_HQ Insta: moessouthwestgrill • Use more hash tags • More retweets • Low Follow rate • Low brand awareness Competitors Summary: The above analysis focused on Chipotle’s three main competitors and their strong social presence on Facebook and Instagram, respectively. They are strong on how their products look so customers will be attracted. They could improve in responding to negative comments in a way they will make themselves look better.
Social Media Objectives
Social Media Objectives The focus of our social media strategy will be to support revenue goals through engaging more people in our website by sharing more attractive content and therefore building deeper relationships with our customers. Some specific objectives include: 1. Increase unique visitors to website by 25% in 6 months via: a. Increasing brand awareness through tweets. b. Increasing the use of hash tags across all social channels
Social Media Objectives Key Messages:  Chipotle serves food with integrity.  All food is GMO-free and sustainably farmed.  Chipotle is a quick and healthy alternative to other restaurants in this industry.  Chipotle is an honest and transparent organization
Online Brand Persona & Voice Adjectives that describe our brand:  Cheap  Fast  Flexible  Delicious When Interacting with customers we are:  Friendly  Giving  Effective
Strategies and Tools Paid:  Every Thursday boost most popular Facebook posts for the weekend. The post must have a minimum of 10 likes and 5 comments. Owned:  Introduce the use of #ChipHealthyMex to our Instagram posts. Promote the hashtag across all social networks and promotional material. Earned:  Monitor Twitter for keywords and terms and then use this terms for discount codes for customers.  Also partner with 3 celebrities to develop advocate relationship. Tools:  Approved Tools: Hootsuite, uberVU  Rejected Tools: N/A  Existing Subscriptions/Licenses: Vimeo, Photoshop, Snapchat
Timing and Key Dates Key Dates:  Oct. 4 – National Taco Day  November – Thanksgiving and Black Friday • Election: Vote Burrito or Bowl  December – The 12 days of Chipoltmas Internal Events:  Oct. 31 – Halloween • Booritos for Cultivate Foundation  Nov. 12 – Cultivate Miami  Cultivate 2017 Reporting Dates: Annual Report with Quarterly Progress Reports
Social Media Roles & Responsibilities Social Media Director: Mark Shambura, Director of Brand Marketing Social Media Manager: Aaron Zeiler Social Media Coordinator: Multiple Team
Social Media Policy  Our social media policy has to be revised after the NLRB lawsuit against Chipotle. http://www.mediapost.com/publications/article/283060/chip otles-social-media-policy-violated-law-says.html  Be Respectful at all times.  Never post anything about customers.  If you feel the need to post something negative about your work experience, please consider speaking to your supervisor first.  You can also email employee relations.  Share your favorite Chipotle dishes on social media.  Only respond to questions if you know the answer.  If you participate in a Chipotle event, share photos to Instagram, Twitter or Facebook.
Critical Response Plan Action Plan: 1. When a tweet is detected:  Take screenshot (on Mac press Command+Shift+3)  Delete tweet  Aaron Zeiler (social media manager), if Aaron unavailable, alert Mark Shambura (marketing director) 2. Aaron to sync with Mark so they discuss impact and reach, and evaluate further action. 3. Aaron to develop the appropriate follow up Tweet, Mark to approve. 4. If the Tweet is successful, Mark to manage all direct contact. If Mark is unavailable, Steve (Owner) will manage all contact. 5. Mark and Aaron to sync with employee responsible for publishing the Tweet to see of disciplinary action is required. NO PRE-APPROVED MESSAGING IN THIS SCENARIO Scenario 1:
Critical Response Plan Scenario 2: Customer Intoxication, no severe injuries Action Plan: 1. Site crew to alert Steve (Owner). Steve to alert Mark Shambura (Marketing Director). 2. Mark to sync with Steve and Rusty (Social Media Manager) and evaluate the number of social media mentions of the currently occurred. 3. If media has notices the incident, Mark to manage all direct contact. If Mark is unavailable, Steve will manage all contact. 4. Rusty to manage messaging in social channel where the news broke first. Continue monitoring the spread of the news to other social media channel and push messaging there as necessary. 5. Mark and Steve to evaluate the need for a longer and more thoughtful statement and write one, if necessary. 6. Mark, Rusty and Joe (Social Media Coordinator) to continue monitoring the situation and bring the rest of the social media staff as needed.
Critical Response Plan Scenario 2: Customer Intoxication, no severe injuries Pre-Approved messaging:  Twitter: “We’re relieved and joyful to report no injuries occurred in today’s incident. The restaurant is closed, we’ll let you know when we re-open.”  Facebook: “An incident occurred today in one of the restaurants. We’re happy to say no one was severely injured. In order to investigate and protect the safety of our customers, the restaurant will be closed for the rest of the day.”
Measuring and Reporting Quantitative KPI’s: Reporting period: 3 months Social Media Growth as of Dec. 31 2016. Reporting January 2017. Source Volume Percentage of Overall Traffic Conversion Rate Instagram 900 unique visits 2% 1.35% Facebook 3,700 unique visits 9% 2% Twitter 7,500 unique visits 15% 4% YouTube Less than 1,000 unique visits 1-2% .5%
Social Network Data KPIs as of December 31, 2016. Reported January 2017.  Quantitative: • 1,137 shares of new “Process not Processed” videos on Facebook. • 9,782 social media coupons used by the target audience in Chipotle restaurants (short 218) • Successfully gained 2% or more new followers on Twitter and Instagram.  Qualitative: • According to Keyhole, the keyword Chipotle received 43.2% positive mentions in the past month. This is linked with the Cultivate concert in Miami and the promotions in November and December. • Overall, there is an increased positive sentiment towards Chipotle. This is great growth from last year’s E. Coli outbreak and subsequent social media crisis.
Proposed Action Items  Coupons were not as effective in motivating people to come in as we had hoped, but it should still be used to tie into events to promote more interactions.  Create more original content that can be shared through Facebook, Instagram and Twitter.  The most popular content is video content which means that we need to share more videos through our social media channels.

More Related Content

Chipotle's Social Media Strategy

  • 1. Social Media Strategy Ana Cristina Puyana October 2, 2016
  • 2. 1. Executive Summary 2. Social Media Audit a. Social Media Assessment b. Website Traffic Sources Assessment c. Audience Demographics 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 Table of Content
  • 3. Executive Summary Our major social media priorities for 2016 will be growing Chipotle’s online following and interaction with customers. The most important thing will be to support revenue goals through engaging more people in our website by sharing more attractive content and therefore building deeper relationships with our customers. Two major social strategies will support this objective: 1. A plan to increase the amount of content we publish in our social media profiles. 2. Encourage customers to question and criticize our social media outlets in order to improve them.
  • 4. The following is an audit of Chipotle’s social media presence to date. It includes and assessment of all social networks, web traffic, audience demographics, and a competitor analysis. Social Media Audit
  • 5. Account Name Number of Followers Avg. Weekly Activity Avg. Engagement Instagram 382K 2 to 3 post per week 3% Facebook 3,030,508 2 to 3 post per week 5% Twitter 807k 3 to 4 tweets per week 6% YouTube 64,548 1 post every month 2% https://www.instagram.com/chipotlemexicangr ill/?hl=en https://www.facebook.com/chipotle https://twitter.com/ChipotleTweets?ref_src =tw src%5Egoogle%7Ctwcamp%5Eserp%7Ct wgr%5Eaut https://www.youtube.com/user/chipotle Social Media Audit
  • 6. Based on this data, at the present time, the highest number of interactions per post occurs on Twitter with an average engagement rate of 6%. The smallest interaction occurs in YouTube. Facebook will provide the largest reach, but Instagram and Twitter have better engagement rates. YouTube has a small audience, but the videos have good engagement. Social Media Assessment
  • 7. Website Traffic Sources Assessment Source Volume Percentage of Overall Traffic Conversion Rate Instagram 900 unique visits 2% 1.35% Facebook 3,700 unique visits 9% 2% Twitter 7,500 unique visits 15% 4% YouTube Less than 1,000 unique visits 1-2% .5% Traffic Summary: Because most of the click-through traffic comes from Facebook and Twitter, we should focus on generating quality video and visual content for this medium. This videos can be shared through YouTube.
  • 8. Audience Demographics Age Distributi on Gender Primary Social Network Secondary Social Network Primary Need Secondary Need 46% 20-29 52% Female Twitter Snapchat Cost-effective and healthy food Environmentall y friendly 33% 30-39 56% Female Facebook Twitter Quick Mexican Food Healthy food 11% 40-49 60% Female Facebook Twitter Good Mexican Food Family environment 10% 50+ 53% Male Facebook Most said only Facebook Good Mexican Food Family environment Audience Summary: The majority of the survey respondents are in the 20-29 age group. Twitter and Snapchat are their most social networks. Cost and Healthy food are their motivators for going to Chipotle
  • 9. Competitors Assessment Competitor Name Social Media Profile Strengths Weaknesses Qdoba FB: qdoba Twitter: @qdoba Insta: qdoba • Publishing video content • Great costumer interaction • Low follow rate • Low customer interaction Taco Bell FB: Taco Bell Twitter: @tacobell Insta: Taco Bell • More followers than Chipotle (947k) • Frequent posts • Poor consumer relations Moe's Southwest Grill Twitter: @moes_HQ Insta: moessouthwestgrill • Use more hash tags • More retweets • Low Follow rate • Low brand awareness Competitors Summary: The above analysis focused on Chipotle’s three main competitors and their strong social presence on Facebook and Instagram, respectively. They are strong on how their products look so customers will be attracted. They could improve in responding to negative comments in a way they will make themselves look better.
  • 11. Social Media Objectives The focus of our social media strategy will be to support revenue goals through engaging more people in our website by sharing more attractive content and therefore building deeper relationships with our customers. Some specific objectives include: 1. Increase unique visitors to website by 25% in 6 months via: a. Increasing brand awareness through tweets. b. Increasing the use of hash tags across all social channels
  • 12. Social Media Objectives Key Messages:  Chipotle serves food with integrity.  All food is GMO-free and sustainably farmed.  Chipotle is a quick and healthy alternative to other restaurants in this industry.  Chipotle is an honest and transparent organization
  • 13. Online Brand Persona & Voice Adjectives that describe our brand:  Cheap  Fast  Flexible  Delicious When Interacting with customers we are:  Friendly  Giving  Effective
  • 14. Strategies and Tools Paid:  Every Thursday boost most popular Facebook posts for the weekend. The post must have a minimum of 10 likes and 5 comments. Owned:  Introduce the use of #ChipHealthyMex to our Instagram posts. Promote the hashtag across all social networks and promotional material. Earned:  Monitor Twitter for keywords and terms and then use this terms for discount codes for customers.  Also partner with 3 celebrities to develop advocate relationship. Tools:  Approved Tools: Hootsuite, uberVU  Rejected Tools: N/A  Existing Subscriptions/Licenses: Vimeo, Photoshop, Snapchat
  • 15. Timing and Key Dates Key Dates:  Oct. 4 – National Taco Day  November – Thanksgiving and Black Friday • Election: Vote Burrito or Bowl  December – The 12 days of Chipoltmas Internal Events:  Oct. 31 – Halloween • Booritos for Cultivate Foundation  Nov. 12 – Cultivate Miami  Cultivate 2017 Reporting Dates: Annual Report with Quarterly Progress Reports
  • 16. Social Media Roles & Responsibilities Social Media Director: Mark Shambura, Director of Brand Marketing Social Media Manager: Aaron Zeiler Social Media Coordinator: Multiple Team
  • 17. Social Media Policy  Our social media policy has to be revised after the NLRB lawsuit against Chipotle. http://www.mediapost.com/publications/article/283060/chip otles-social-media-policy-violated-law-says.html  Be Respectful at all times.  Never post anything about customers.  If you feel the need to post something negative about your work experience, please consider speaking to your supervisor first.  You can also email employee relations.  Share your favorite Chipotle dishes on social media.  Only respond to questions if you know the answer.  If you participate in a Chipotle event, share photos to Instagram, Twitter or Facebook.
  • 18. Critical Response Plan Action Plan: 1. When a tweet is detected:  Take screenshot (on Mac press Command+Shift+3)  Delete tweet  Aaron Zeiler (social media manager), if Aaron unavailable, alert Mark Shambura (marketing director) 2. Aaron to sync with Mark so they discuss impact and reach, and evaluate further action. 3. Aaron to develop the appropriate follow up Tweet, Mark to approve. 4. If the Tweet is successful, Mark to manage all direct contact. If Mark is unavailable, Steve (Owner) will manage all contact. 5. Mark and Aaron to sync with employee responsible for publishing the Tweet to see of disciplinary action is required. NO PRE-APPROVED MESSAGING IN THIS SCENARIO Scenario 1:
  • 19. Critical Response Plan Scenario 2: Customer Intoxication, no severe injuries Action Plan: 1. Site crew to alert Steve (Owner). Steve to alert Mark Shambura (Marketing Director). 2. Mark to sync with Steve and Rusty (Social Media Manager) and evaluate the number of social media mentions of the currently occurred. 3. If media has notices the incident, Mark to manage all direct contact. If Mark is unavailable, Steve will manage all contact. 4. Rusty to manage messaging in social channel where the news broke first. Continue monitoring the spread of the news to other social media channel and push messaging there as necessary. 5. Mark and Steve to evaluate the need for a longer and more thoughtful statement and write one, if necessary. 6. Mark, Rusty and Joe (Social Media Coordinator) to continue monitoring the situation and bring the rest of the social media staff as needed.
  • 20. Critical Response Plan Scenario 2: Customer Intoxication, no severe injuries Pre-Approved messaging:  Twitter: “We’re relieved and joyful to report no injuries occurred in today’s incident. The restaurant is closed, we’ll let you know when we re-open.”  Facebook: “An incident occurred today in one of the restaurants. We’re happy to say no one was severely injured. In order to investigate and protect the safety of our customers, the restaurant will be closed for the rest of the day.”
  • 21. Measuring and Reporting Quantitative KPI’s: Reporting period: 3 months Social Media Growth as of Dec. 31 2016. Reporting January 2017. Source Volume Percentage of Overall Traffic Conversion Rate Instagram 900 unique visits 2% 1.35% Facebook 3,700 unique visits 9% 2% Twitter 7,500 unique visits 15% 4% YouTube Less than 1,000 unique visits 1-2% .5%
  • 22. Social Network Data KPIs as of December 31, 2016. Reported January 2017.  Quantitative: • 1,137 shares of new “Process not Processed” videos on Facebook. • 9,782 social media coupons used by the target audience in Chipotle restaurants (short 218) • Successfully gained 2% or more new followers on Twitter and Instagram.  Qualitative: • According to Keyhole, the keyword Chipotle received 43.2% positive mentions in the past month. This is linked with the Cultivate concert in Miami and the promotions in November and December. • Overall, there is an increased positive sentiment towards Chipotle. This is great growth from last year’s E. Coli outbreak and subsequent social media crisis.
  • 23. Proposed Action Items  Coupons were not as effective in motivating people to come in as we had hoped, but it should still be used to tie into events to promote more interactions.  Create more original content that can be shared through Facebook, Instagram and Twitter.  The most popular content is video content which means that we need to share more videos through our social media channels.