Social Media StrategyDiego BricenoFeb 21, 2016

Table of Contents

1. Executive Summary2. Social Media Audit

a. Social Media Assessmentb. Traffic Sources Assessmentc. Customer Demographic Assessmentd. Competitor Assessment

3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plan10. Measurement and Reporting Results

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 objective1. A plan to increase the amount of content we publish in

our social media profiles2. Encourage customers to question and criticize our

social media outlets in order to improve them.

Social Media Audit

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 Assessment: Date as of Feb 1, 2016

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/ChipotleTweets

742K 13 Posts per week

4%

Facebook https://www.facebook.com/chipotle/timeline

2,801,387 20 posts per week

6%

Instagram https://www.instagram.com/chipotlemexicangrill/

290K 5 posts per week

3%

LinkedIn https://www.linkedin.com/company/163025?trk=tyah&trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A163025%2Cidx%3A2-1-2%2CtarId%3A1456085889644%2Ctas%3Achipot

44,746 2 posts per month

1%

Social Media Assessment

Social Media Assessment: At present time, the highest number of interactions per posts occurs in Facebook with an average engagement rate of 6%. The smallest interaction occurs in LinkedIn so the closing of that channel should still be considered.

Website Traffic Sources AssessmentTime Frame: Monthly average, May 2015 to January 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 1500 unique visits

6% 2.5%

Facebook 4000 unique visits

22% 2%

Instagram 1000 unique visits

4% 2.3%

LinkedIn 400 unique visits

1.3% 0.04%

Traffic Summary: At present time, Facebook is by far the biggest driver of traffic to our website. The conversion rate stands between Twitter at 2% and 2.5% respectively.

Audience Demographics AssessmentSurvey distributed in June/July via email and upon visitor registration. Total applicant responses: 2000Age Distribution

Gender Distribution

Primary Social Network

Secondary Social Network

Primary Need

Secondary Need

70% 18-30

15% 31-40

10% 41-55

5% 56-80

40% Female

60% Male

40% Female

60% Male

60% Facebook

35% Instagram

15% Twitter

45% Instagram

25% Facebook

15% Twitter

Eating something fast, casual. healthy, and convenient.

Having a pleasant place were people can hang out with their friends or family.

Audience Demographics Summary:The majority of survey respondents are in the 18-30 age group. Facebook and Instagram are their most used social networks. Convenience is a primary motivator for going to Chipotle.

Competitor Assessment

Competitor Name

Social Media Profile

Strengths Weaknesses

Qdoba Restaurant Corporation

FB: Qdoba It’s profile picture on Facebook is their Snapchat, so customers can interact with them through another channel.

They have a lot of negative comments about the restaurant and how it has gotten really bad.

Fresh Enterprises

FB: Baja Fresh They have a lot of apps displayed in their Facebook page as well as a lot of discounts and deals.

They have a lot of negative comments on how they have closed many of their locations.

Rubio’s Coastal Grill

Instagram: rubioscoastalgrill

They have great looking pictures in their feed and great advertising through the Instagram page.

They could post something else than pictures, maybe some videos or clips.

Competitor Assessment

Competitor Assessment 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

In 2015, 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 include1. Increase unique visitors to website by 25% in 6 months via:

a. Increasing brand awareness through tweetsb. Increasing the use of hash tags across all social

channels2. Increase Instagram followers by 2000 in 6 months3. Create a Snapchat account and get 100 followers in 6 months

Social Media Objective

Online Brand Persona and Voice

Adjectives that describe our brand:CheapFastFlexibleDeliciousWhen interacting with our customers we are:FriendlyGivingEffective

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.

ToolsApproved tools: Hootsuite uberVURejected Tooks: N/AExisting Subscriptions/Licenses: Vimeo, Photoshop, Snapchat

Timing and Key Dates

Holiday DatesValentine’s dayLabor Day (long weekend)Christmas dayNew year’s daySt Patrick’s dayHalloween dayInternal Events June 5th + June 6th – Gator Fraternities and Sororities

event.October 20th + October 21th – University Avenue

Restoration event.

Social Media Roles and Responsibilities

Marketing Director – Mark ShamburaSocial Media Manager – Rusty PartchSocial Media Coordinator – Joe Stupp

Supporting Social Media Team MembersAdam Britten

Social Media Policy

Social media is so essential and useful in our everyday lives. We use it to spread company messages, interact with customers and partners, and to share our personal activities, thoughts, and ideas. As an employee and representative of Chipotle, you are expected to demonstrate the best practices and a sense of etiquette in your use of social media by following this simple guidelines: Be respectful to all Use common sense Act helpful to customers Be polite, not rude or insensitive Don’t slag the competition Be nice to strangers Be the solution, not the problem Stay out of troubleChipotle is serious about the use of its social media by our fellow employees. Violation of the Chipotle social media policy may result in corrective action even termination. You may also be subject to legal action, including criminal prosecution if you violate this policy. Should you have any question please speak to your manager or anyone on the HR team.

Critical Response PlanScenario 1

Action Plan1. When a tweet is detected:• Take screenshot (on Mac press Command+Shift+3)• Delete tweet• Alert Rusty Partch (social media manager), if Rusty unavailable,

alert Mark Shambura (marketing director)2. Rusty to sync with Mark so they discuss impact and reach, and evaluate further action.3. Rusty 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 Rusty to sync with employee responsible for publishing the Tweet to see of disciplinary action is required.

NO PRE-APPROVED MESSAGING IN THIS SCENARIO

Scenario 2-Customer Intoxication, no severe injuries

Action Plan1. 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.

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.”

Measurement and Reporting

Quantitative KPI’sReporting Period: 3 monthsDate as of February 1, 2016Website Traffic Sources AssessmentTimeframe: Monthly average, November 2015 to January 2016

Source Volume Percentage of Overall Traffic

Conversion Rate

Twitter 1650 unique visits + 10% growth

12% 2.3%

Facebook 4400 unique visits + 10% growth

27% 1.8%

Linkedin 420 unique visits + 5% growth

3% 0.02%

Social Network Data: Timeframe as of February 1, 2016

Social Network

URL Follower Count

Average Weekly Activity

Engagement Rate

Twitter https://twitter.com/ChipotleTweets

816K +10% growth

14 posts per week+10% increase

4.5%

Facebook https://www.facebook.com/chipotle/timeline

3,507,733+25% growth

60 posts per week+300% increase

9%

Instagram https://www.instagram.com/chipotlemexicangrill/

319K+ 10% growth

15 posts per week+300% increase

5%

LinkedIn https://www.linkedin.com/company/163025?trk=tyah&trkInfo=clickedVertical%3Acompany%2CclickedEntityId%3A163025%2Cidx%3A2-1-2%2CtarId%3A1456085889644%2Ctas%3Achipot

51,457+15% growth

2 posts per monthNo change

1%

Our Instagram following has grown by 10% in 3 months, on track to hit the target of 500K followers in a 6 month timeframe.

The social content team has done an incredible job on creating great visual content. We have surpassed our goal of increasing visual content by 35% in 6 months on Facebook and Instagram and we achieved a 300% increase on both channels. A key tactic to this growth has been our ability to track user generated content with the #ChipHealthyMex hashtag and share it on our networks.

We decided to keep LinkedIn open to serve in the hiring of the upcoming season. A greater focus on this channel should be considered in order to improve it and get the most out of it.

Social Network Data

#ChipHealthyMex Hashtag PerformanceBetween November 1, 2014 and February 1, 2015

the hashtag was mentioned 4500 times on twitter and 2000 times on Instagram.

40 Instagram posts were published using the hashtag.

Proposed Action ItemsContinue #ChipHealthyMex CampaignConsider another hashtag campain to have a

variety of mentions not only one.Prepare a mission statement and content strategy

for Linkedin for the upcoming hiring season.