CatTownPresentation_Final
- 1. Cat Town Social Media Marketing Plan Proposed by CSUEB Social Media Marketing Certificate Students March 22, 2016 (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 2. Defining The Brand: Keywords 1.Oakland 2. Cat Rescue 3. Nonprofit 4.Cat Cafe 5. Adoption
- 3. Website Audit Social Media Audit Impressive Google Ranking! Visual, Voice, Completeness: Although consistent throughout, two separate pages can confuse and therefore distract from the overall message. Great visual consistency!
- 4. Which Media Outlets Should You Access? • Oakland Local • Oakland North • The East Bay Express • Oakland Magazine • California Watch • Diablo Magazine • KTVU Television • Mother Jones (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 5. Who Should You Know Online? Social Media Influencers –SF Gate Blog –East Bay Dish –San Francisco SPCA –KQED’s Bay Area Bites –Freda Moon – Travel Writer –Celebrity Cat Lovers Local Senior Blogs • Lake Merritt Senior Living • Grand Lakes Gardens • The Point at RockRidge • Lake Park Retirement Living (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 6. Reaching Out to Influencers During the research phase of this proposal, we found a cat lover community on Twitter in Oakland that could be possible donors and adopters for Cat Town Café. (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 7. Brand Challenge Combine Accounts We heard the following in our interviews: • Overall, happy with the café social media. Need to rework the foster social media. Need to get the same energy and excitement. • Need more support. Those that follow the foster program are down to support us but not really from the café side • Time is our most valuable thing. • The café does attract some people who are disappointed when the cats are asleep and not engaging. I think we need to do a better job of getting people invested in why we are doing what we are doing. • We rely upon volunteers to handle the rescue social media accounts. • Using consumer reviews on TripAdvisor and Yelp! as feedback, indicates that your message of being a rescue with a café is resonating. • Each Facebook page is driving different behavior. – The Facebook page for the café is driving more likes while the rescue page is driving more shares. – Both had an equal number of comments. • Instagram accounts had comparable engagement rates. Again, the message on both accounts are so different that people following one account are missing out on the total message. • You said your time is limited. With limited resources, focus on doing three (3) social media accounts GREAT • Create a single editorial calendar to ensure a mix of posts. Having a plan is what separates posting on social media for personal use and posting to achieve a business goal. (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 8. Join Conversations through Hashtags • Popular Cat/Rescue/Adoption Hashtags – #instacat, #catoftheday, #lovecats, #adoptdontshop #catsofinstagram • Popular Oakland Hashtags – #oakland, #oak, #loveoakland, #oaklandloveit (visit Oakland hashtag) • Popular Charity Hashtags – #charitytuesday, #donate, #fundraising, #csr (corporate social responsibility) • Popular Family Hashtags – #family, #smile, #instacute, #familyfun • Popular Nonprofit Hashtags – #nonprofit, #volunteer, #GivingTuesday, #dogood, #giveback (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 9. Business Goals & Objectives Cat Town’s 2016 Goals: • Operate with a reserve. • Make the café a neighborhood staple in the community. Cat Town’s 2016 Objectives: • Increase donations by targeting older Oakland adults 60+ who are stable and have a higher income to donate and/or adopt a cat. • Identify and follow Oakland tech companies located within walking distance of Cat Town Café. • Identify and follow cycling groups in Oakland. • Develop a social media content plan to support brand key words using current best practices. (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 10. Cat Town Demographics Bay Area • Reach people within 1 hour of Oakland • Bay area is defined as: (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 11. Millennials (pg. 14) (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 12. Baby Boomers (pg. 15) (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 13. Demographics of Oakland • Population 390,724 Source Suburban Stats (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 14. Age Breakdown in Downtown Oakland (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 15. Technology in Oakland • 400+ Technology Establishments – Internet / web-search portals, and computer / software design are largest technology sectors • 5,600 Technology Works Average Age of Tech Workers 30-31 • Average Salary $100,000 Source Oakland Chamber of Commerce (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 16. Technology Employment Trends • Large Growth Over the Last 8 Years Source Oakland Chamber of Commerce (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 17. Racial Demographics of Tech Workers Source Oakland Chamber of Commerce (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 18. Locations of Tech in Oakland • Most Technology Firms are Located Downtown • Source Oakland Chamber of Commerce (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 19. Tech Companies in Oakland • More Technology Companies have been moving into downtown Oakland • Ranked 25 for Best Places of Businesses and Careers • Job Growth 2.7% • 3.2% Tech Wokers • Large Companies within Walking Distance: – Pandora – Medical Facilities: Oakland Healthcare and Wellness Center, Sutter Healthcare, Kaiser Permanente – YMCA – Habitat for Humanity – Bay Area Bikes – KTUV – Numi Organic Tea – Orb Technologies (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 20. Demographics of Cat Owners (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 21. Locations of Animal Shelters • At Least 8 Animal Shelters within Oakland • 25+ within neighboring cities (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 22. Demographics of Cycling • Over 28 cycling clubs in Oakland/ Berkeley • Bay Area Cycling, BicyCAL, Bicycle Music Festival, Berkeley Bicycle Club, Bicycle Trails Council of the East Bay, Bike the Bay Cycling, etc.… • San Francisco ranks in the top 10 for best cycling Source Gluskin Townley Group (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 23. Website Twitter Facebook YouTube Website Twitter Facebook Instagram Pinterest YouTube Website Twitter Facebook Instagram Blog YouTube Comparable Businesses to Cat Town (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 24. East Bay SPCA Facebook Presence East Bay SPCA What is the purpose of this account? Which social media zone is the company focused on? Super fun and creative; fun pictures, events, and promotion of animals Describe their "brand voice" and "tone" Great advocacy of animals, a hopeful tone What is the total engagement (number of shares, likes, comments, etc…) for all these posts during a 7-day period? 695 What type of content do they post? (Videos, photos, etc…) Videos, pictures, donation button, adoptions, clever use of content, events (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 25. Berkeley Humane Facebook Presence Berkeley Humane What is the purpose of this account? Which social media zone is the company focused on? Show pets available for adoption, educational information, events, adoption stories, volunteering Describe their "brand voice" and "tone" Simple, friendly, tone. The copy is playful when written from the pet perspective. What is the total engagement (number of shares, likes, comments, etc…) for all these posts during a 7-day period? 173 What type of content do they post? (Videos, photos, etc…) Videos, events, photos, educational information (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 26. Kit Tea Facebook Presence Kit Tea What is the purpose of this account? Which social media zone is the company focused on? More entertainment-focused, with articles & fun cat-related content. Also used for event announcements & adoption stories Describe their "brand voice" and "tone" Fun & playful tone to delight followers What is the total engagement (number of shares, likes, comments, etc…) for all these posts during a 7-day period? 242 What type of content do they post? (Videos, photos, etc…) Videos, photos, memes (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 27. Focus on Instagram (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 28. Social Media Best Practices • Be timely • Be picky about what you post • Keep it visual • Fill in the blank • Keep it short • Create collages • Be an active member of the social community • Help others • Use #Hashtags • Post the right photos • Post photos of unique views • Integrate your Instagram photos (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 29. Savings Pet Challenge • Saving Pets Challenge - Task a kitty to be the unique voice of this challenge. Write posts in his or her fun, friendly and clever voice encouraging people to donate. See details in the plan (pg. 33) (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 30. Celebrity Showcase Reach out to a local celebrity (such as athletes from Raiders or Warriors, musician, actor) and get them to love/endorse your cause. • Builds brand awareness • Increases credibility • Boosts sales and adoptions (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 31. Adoptions • Donors like to hear about your successes. Encourage adopters to write a going home message for their new cat and post the pic. • Funny, sad or clever – you’ll get different personalities for every post. • No text needed in the caption! (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 32. Reposting • Educate and inform your followers about your mission. • Reposting (or retweeting) another site’s content is a great way to easily post compelling content that is relevant to your audience and their interests. • It also establishes you as a leader in this area. (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 33. Responding • Create Brand Ambassadors • Build loyalty by thanking your raving fans • Educate those who do not understand your mission (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 34. Social Media Policy • The primary reason for establishing a social media policy is protection – for both the Cat Rescue/Cafe, its employees, adoption families, and the cats. • Need to address volunteers. Note: A sample policy for volunteers adopted from Red Rover is included at the back of this plan. (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 35. Monitoring • If possible, we encourage you take a glance at two key metrics from time to time. • Your account may be impacted from two key behaviors – “unlikes” and hiding posts. • Both will impact who sees your content and if too many users hide your posts, your account may be tagged as being a spammer. (C) 2016 Prepared by the CSUEB Social Media Certificate Program
- 36. Thank You! The students of the CSUEB Social Media Marketing Certificate Program thank you for allowing us to create a marketing plan for your wonderful local business. We hope you find the proposal and the information therein useful! (C) 2016 Prepared by the CSUEB Social Media Certificate Program