measuring the success of chipotle's crisis response on social media
TRANSCRIPT
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Measuring the Success of Chipot le’s Cris is Response
on Social Media
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Presenter
Ryan Taketa Product Marketing
@artee46
#NetBaseLIVE
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T R U S T E D B Y T H E W O R L D ’ S TO P B R A N D S .
NetBase helps them analyze millions of social media posts, process real-time data, and support every facet of business.
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O U R P L AT F O R M D E L I V E R S R E A L B U S I N E S S VA L U E .
Progressive brands and agencies use NetBase
to see their brand through the eyes of consumers.
Increase Revenue
Improve Productivity
Reduce & Manage Risk
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
E. Coli Outbreak Hits Chipotle Hard
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• Oct 2015: 52 people sickened across nine states
• Nov 2015: Temporary closing of 43
stores in Washington and Oregon
• Dec 2015: Boston outbreak
• Feb 8, 2016: Chipotle shutdown for Food Safety training
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
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NET SENTIMENT: 60 Net Sentiment is a score from -100 to 100 indicating the overall
sentiment expressed by the mentions of a given subject.
PASSION INTENSITY: 58
A score (0-100) that expresses the ratio of strong emotions (such as love and hate) to all emotions
expressed about the brand.
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Chipotle 4Q15
Chipotle Brand Passion
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Chipotle 1Q16
DISLIKE
HATE LOVE
LIKE
Net Sentiment
Pass
ion
Inte
nsity
0 70 80 90 40 50 60 10 20 30
30
70
80
40
50
60 Chipotle
3Q15
PASSION INTENSITY A score (0-100) that expresses
the ratio of strong emotions (such as love and hate) to all emotions
expressed about the brand.
Chipotle Passion Intensity
1Q16 57
4Q15 55
3Q15 61
Brand Passion declines with E. coli concerns
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Chipotle Stock Reflective of Brand Reputation
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1Q16 Brand Passion: 57 Net Sentiment: 47
4Q15 Brand Passion: 55 Net Sentiment: 49
3Q15 Brand Passion: 61 Net Sentiment: 64
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Chipotle Conversation Trends 11/1 - 43
Restaurants Temporarily Close
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2/8 - 4 Hour Shutdown @ All
Stores 4/26- Chipotle delivery spikes conversation
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Outbreak Impact on Brand Conversation
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• During breakout period (Oct – Dec) negative conversation on Owned Channels
• Outbreak is 6% of brand conversation over the last year
11/1 - 43 Stores Temporarily Closing
12/7-8 - Boston College Basketball
team falls ill Outbreak Conversation: • Mentions: 750k • Net Sentiment: -20
3/8- Boston workers fall ill – NetBase Alerted 24 Hours
Before Press Coverage
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Understanding Consumer Concerns
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• “Sick” and “E. coli scare”
conversation bubbling up due to negative press
• People will still eat Chipotle despite the #ecoli scare
Top Emotions Top Hashtags
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Chipotle “Raincheck” – February 8th Closures
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• Nationwide shutdown for 4 hours
• Reason: Food safety briefing for all employees
• Consumers were able to tap into briefing through Twitter & Periscope
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Chipotle “Raincheck” Response
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• 95% of conversation occurring on Earned channels
• 2B Impressions from Earned Media
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Earned vs Owned Channel Reactions
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Earned: • Consumers talking about free burritos • Fear and surprise are top emotions
being expressed
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Earned vs Owned Channel Reactions
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Owned: • Focused on beautiful food
images • Focused on happiness
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
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During (10/1/15 to 12/31/16) • News coverage drives large
amount of Earned Impressions
• Owned Net Sentiment Drops to 26%
Post (1/1/16 to 4/15/16) • Earned coverage down • Owned Net Sentiment
Raises to 59%
Pre (7/1/15 to 9/30/15) • Owned is 3% of overall
brand conversaton • Owned Sentiment of 45%
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Chipotle Followers Maintaining Brand Loyalty
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• Loyal fans are still talking about eating at Chipotle
• QDOBA missed on an opportunity to capture Chipotle fans
Chipotle Tweets Followers (Brand Loyalist) - Sentiment
Chipotle Qdoba
Oct 2015 67 75
Nov 2015 62 37
Dec 2015 55 56
1Q2016 63 55
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Chipotle Crisis Takeaways
Setup alerts to monitor industry level issues and viral conversations around your brand.
1
2
3
Shape messaging understanding the impact of the crisis and the major themes of conversation.
Measure the response and reactions of different Audience segments.
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
NetBase Alerts
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Any Mention Alerts: Know when a defined event occurs 1
2
3
Any Metric Alerts: Know when a key metric hits a certain threshold
Triggered Alerts: Identify unexpected spikes in activity
Example: Get alerted anytime “E. Coli” or “food poisoning” are mentioned with Chipotle
Example: Get alerted when the number of negative mentions changes by a certain amount
Example: Get alerted when there is unusual post activity in relation to topic history
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CHALLENGE
HOW CAN CHIPOTLE CONTINUE TO BUILD UNIQUE EXPERIENCES & PERSONALIZED
MESSAGING TO INCREASE BRAND LOYALTY?
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Behavior/ Attitudes/ Personas
Demographic / Life Stages
Benefits Sought/
Occasion Interests/ Influence
Brand Affinities
Geography NetBase Audience 3D
E x t e n d S t r a t e g y & S e g m e n t a t i o n I n t o T h e S o c i a l Wo r l d
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Example: Audience Analysis
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• Understand Audience conversations beyond brand mentions
• Shift Audience focus from demographics to psychographics
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Example: Audience Analysis
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Trending Artists
Share of Music Conversation
• Analyze Audience conversation in real-time and identify trends over time
• Understand share of voice conversations across different genres
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Example: Audience Analysis
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Over-Indexed Artists Most Common Artists • Understand which
artists are unique to your Audience
• Identify partnership opportunities or inform music for commercial spots
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Example: Audience Analysis
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Example: Audience Analysis
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ENTERPRISE-SCALE SOCIAL MEDIA ANALYTICS NETBASE
Key Takeaways
Chipotle made the correct decision when choosing to address safety concerns with 4 hour closure of stores.
1
2
3
Raincheck Campaign is a step in the right direction, but consumers have not put concerns completely behind them.
Chipotle has the opportunity to create highly engaging campaigns by taking an audience centric approach and understanding conversation beyond their brand.
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ENTERPRISE SOCIAL ANALYTICS
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