This document outlines Chipotle's social media strategy. The key objectives are to grow their app user base and increase engagement. Tactics include boosting popular posts, using hashtags to promote the app, and creating how-to videos. The target audience is millennials aged 18-30. Metrics like post interactions and app downloads will be tracked. Roles, policies, and crisis response plans are also defined.
2. Tableofcontents
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Website
c. Audience
d. Competitiors
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. ExecutiveSummary
Our major social media priorities for 2017 will be to grow our community, and the strength of our new app.
The primary focus will be to offer more deals through our application so people will be more willing to use it, and continue to
update our graphics to make them more relatable to our customers.
Two major social strategies will support this objective:
1. A plan to increase the number of users by increasing content
2. Conduct surveys to see what is the most eye-catching and relatable type of graphics
4. Socialmediaaudit
Network URL Follower Count Weekly Activity Engagements
Facebook facebook.com/c
hipotle
3,031,176 5 posts .0007%
Instagram @chipotlemexic
angrill
382k 10 posts .03%
Twitter @chipotletweet
s
808k 20 posts .004%
Google Plus plus.google.co
m/+chipotle/
658,540 4 posts .0001%
Social Media Assessment
5. SocialMediaAssessment
At this time, Facebook has the most followers. However,
Instagram has the highest amount of engagement. This could
be because you must post pictures on Instagram, and this
captures more attention than a status or tweet without
pictures would.
7. Trafficsummary
Facebook makes up the web traffic summary. Almost 80% of the
traffic comes from Facebook, with YouTube coming in next
with 7.56%. This agrees with the social media audit, saying
that Facebook is by far doing the best in the world of
social media.
10. CompetitorAssessment
Name SM Profile Strengths Weaknesses
Moe’s IG:
@moessouthwestgri
ll
Extremely high
traffic on Facebook
A lot of their traffic is
from social media
A lot of content
Not that many
followers
Tijuana Flats FB:
facebook.comtijuana
flats
Facebook makes up
their traffic
Not that many
followers
Lack of high quality
photos
11. CompetitorAssessmentSummary
Moe’s seems to be the biggest competitor. Chipotle has more
followers on all social media accounts, however many
customers seem to think they get more bang for their buck
with Moe’s according to reviews.
12. SocialMediaObjectives
Our main social media goal is to make our app more popular,
and to engage more customers on all platforms.
By increasing the quality of our graphics and videos, it
will be easier to gain more likes and followers.
Specifically, reach out to the millenials.
13. SocialMediaObjectivesCont.
Since 70% of our customers are 18-30 years old, the smartest idea is to target
them. According to the chart below, approximately 20% of the US population are
millenials.
15. StrategiesandTools
-Paid:Every month boost most popular Facebook posts for the end of the month. The post
must have a minimum organic reach of 85, as well as a minimum of 100 likes or 50 comments.
-Owned:Introduce hashtag #FasterandFresher to encourage use of the app. Customers can
get their food in a matter of minutes right after they order, and it’ll still be as fresh
as it would be if you ordered in store.
-Earned: Create a video showing how easy it is to use the app, like a real life
demonstration and time it. 10 random comments will be picked and the users will receive a
free meal for using the app.
18. Socialmediarolesandresponsibilities
Social Media Director: Richard Scricca
-creates strategies, see what the trends are in order to
create the best material
Social Media Manager: Sarah Jones
-manage the customers: complaints, problems etc.
Social Media Coordinator: Darryl Thomas
-promotes social media within the company
19. Socialmediapolicy
-Social Networks are to be used, but keep them clean and not
derogatory towards our company. We expect you to be:
-respectful
-honest
-appropriate
-Violation of this will result in corrective action,
including termination.
20. Criticalresponseplan
Scenario 1 - Inappropriate Tweet Sent from @Chipotletweets
Action Plan
When Tweet is detected:
Take screenshot (on Mac press: Command+Shift+ 3)
‹ Delete Tweet
Alert Darryl Thomas (Social Media Manager). If Rob unavailable, alert Kim Jang (Marketing
Director.)
Darryl to sync with Richard and Sarah to discuss impact and reach, and evaluate further
action.
Develop appropriate apology tweet
Sarah deals with media
Preapproved message: dependent on tweet
21. Criticalresponseplancont
Scenario 2- customer finds something gross in food
Action Plan
Alert Sarah who will sync with Darryl to evaluate impact of tweet.
Once you have figured out the problem, alert customer you have fixed it.
Offer customer a gift card or some kind of compensation.
Pre approved message:
Twitter: “Our food is as fresh as ever!”
23. Measurementandreportingsummary
The use of multimedia posts seems to engage viewers the
most. Without the photos or videos, the posts don’t get
liked or retweeted as much.