NEW NODAWAY HUMANE SOCIETY

Social Media Plan

Daulton Perry, Zach Dixon, Brooke Hoxie, Amanda Sullivan & Alyson Waller

History:
The New Nodaway Humane Society is an animal shelter in Maryville, MO. It supports the humane treatment of all animals and helps reduce animal overpopulation. Its target audience is anyone who has an interest in the well-being of animals. It is looking for people to adopt animals into homes, make monthly donations to help support the cost of providing care for the animals, or volunteering time at the shelter by taking the animals on walks or playing with them. It is currently reaching its audience through http://nodawayhumanesociety.wordpress.com/ Its Facebook page (New Nodaway Humane Society) Its Twitter account (@NodHumaneSoc) 97.1 The Ville Radio Stations website (http://www.971knim.com/calendar.php?cid=21). On its homepage you can find a variety of information ranging from animals for adoption, how to donate or volunteer, programs and services offered, upcoming events at the shelter, and how to contact it.

Mission of New Nodaway Humane Society:

New Nodaway Human Societys mission is to give shelter and care to lost, abused, or unwanted dogs and cats, to advocate the humane treatment of all animals, and to reduce overpopulation through a successful spaying and neutering program.

History of the New Nodaway Humane Society:

New Nodaway Humane society was established in the office of Frank Strong May 15, 1985. The word New was added to the name to distinguish it from the former New Nodaway Humane Society. Animal population doubled at the humane society in 2004 after the opening of the new building. Each year it is anticipated that 750-800 pets will come into the shelter for care. One-third of the pets that are brought into the shelter within a year will successfully find new homes. Many lost animals brought to the shelter find their way back to their original homes and some of the animals get adopted through many other animal rescue groups. The New Nodaway Humane Society struggles to maintain a low-kill facility. Its philosophy is that every animal deserves a second chance at life.

Target audience:
Middle class families Local residents 18-45 years old

How is it currently reaching the audience:

Nodaway website, nodawayhumanesociety.com Strut your Mutt Sept. 22, 2012, at Beal Park, Maryville; dog owners came and walked their dogs. Allowing people to volunteer at the shelter. o All information as listed above can be found on the New Nodaway Humane Society website. Programs o Angels for Animals- receives funds through regular $50 monthly donations. o Become a member- all age groups can donate money and become a member. Amount depends on age. o Be a Buddy- as a Buddy you can support a specific shelter animal for $10 per Buddy per month. o Puppies for Parole- Selected offenders have the opportunity to become trainers to rescue dogs in the program. Offenders work with the dogs teaching them basic obedience skills and properly socializing the animals, making them more adoptable. Once the dogs have successfully completed the program they will be sent back to their original shelter to be placed up for adoption o Travel Tails- Sharon Bonnett has partnered with Collette Vacations to create vacations that not only allow you to see the world but help the shelter at the same time. The entirety of the proceeds from these tours goes toward the care of the animals at the shelter. 2013 Tours Scotland, Northern Ireland, Republic of Ireland June 19 30 London/Paris July 4 11 Danube River Cruise with Christmas Markets December 4 12 Key Influencers o Nodaway News Leader o KNWT Television

New Nodaway Humane Society Associated Social Media:

Footprint
Pinterest: Pins: 1

Twitter: NodHumaneSoc Tweets: 569 Followers: 470 Their Twitter account is host to a lot of links back to their homepage explaining about how you can get involved with the shelter and the animals that are available for adoption. They participate in #muttmoday and #felinefriday where they feature a new pet every week which is available for adoption at the shelter. They also re-tweet a lot of information that provides information on caring for animals and maintaining their good health.

Facebook: New Nodaway Humane Society Likes: 934 Talking About: 102 Were Here: 107 Their Facebook page showcases several photos of animals at the shelter along with a short sentence or two about them, allowing for people to see what is available at the shelter. There are also pictures of people with animals that they rescued from the shelter, along with links shared pertaining to animal health and care.

YouTube: New Nodaway Humane Society Related Video Results: 7 Uploaded Videos: 45 Subscribers: 0 Video Views: 701

Foursquare: New Nodaway Humane Society Total People: 15 Total Check-ins: 28

New Nodaway Humane Societys competitors and its social media:

Friends of the Animal Shelter of St. Joseph, Inc. o 3,411 likes o 781 talking about this

What People Are Saying About New Nodaway Humane Society:

New Nodaway Humane Society o 29 neutral (tweets) 1positive (tweets) 1 negative (tweets) o 37% passion (measure of the likelihood that people talking about the brand will do so repeatedly) support of the New Nodaway Humane Society From www.socialmention.com o 2% reach on the community o 1 overall magnitude (level of activity) from the New Nodaway Humane Society o 1.4 on YouTube From www.howsociable.com Through Tweets, Daily Forum is supporting the New Nodaway Humane Society by promoting their specials and events throughout the year. KNWT Television intertwines their Twitter page and Facebook page to support New Nodaway Humane Society

P la n
The goal of the New Nodaway Humane Society is to increase the pet adoption rate through the use of social media. In order to reach a greater audience and to achieve this goal, we want to expand the number of media networks on which it operates. We plan to continue using Facebook and Twitter, while increasing activity. We also plan to increase the utilization of YouTube. Instagram is also another platform in which we plan to start operating on, allowing our followers to get a quick look at some of the activities and animals available at the shelter. Based on our findings section one of this plan, we are proposing the following goals.

Goal:
To increase animal adoption rates at the New Nodaway Humane Society

Strategy One:
Make people more aware of the animals that are available at the New Nodaway Humane Society using social media.

Engagement Strategy: Upload recent images of the animals available at the New Nodaway Humane Society on social media such as Facebook, Twitter and Instagram. Example: upload individual pictures of each animal on Facebook and add a caption describing the dogs gender, age, personality and how long they have been at New Nodaway Humane Society. Staying updated: such as deleting pictures of dogs adopted and uploaded images of new animals as soon as they arrive to New Nodaway Humane Society.

Engagement Strategy: Post Puppy Profiles on YouTube. Puppy Profiles will be short videos that introduce the animal to viewers via a video bio. For example; http://www.youtube.com/watch?v=cmNtI6oLXSQ

Strategy Two:
Motivate people to adopt a pet from the New Nodaway Humane Society. Engagement Strategy Offer a Dogs Day Out day at the park where people can come and enjoy a day at the lake with their potential new pets with free food and drinks. Example: This flyer will be placed on social media such as a Facebook picture and a Twitter picture.

Engagement Strategy: Run coupons for discounts on pet adoption during certain months on Facebook, Twitter and the local newspaper Example: A coupon put out that for two weeks every other month gets so much off the pet adoption fee when adopting the pet at the New Nodaway Humane Society.

New

10% off first adoption fee Nodaway Humane Society coupon

Engagement Strategy: Share a photo and a brief summary of an animal in the New Nodaway Humane Societys Instagram account every week. Viewers will be allowed to comment and like the images of the animals in order to motivate them to adopt. Example: ANIMAL OF THE WEEK CRICKET

Breed: Boxer/American Bulldog Mix Size: Med. 26-60 lbs. (12-27 kg)

Color: Tan/Yellow/Fawn - With White Age: Young Sex: Male ID#: 1725502-CPH1005

Cricket has been neutered and up to date with all his shots. Cricket is good with kids, other dogs, and even cats.

Measurement Strategies
New Nodaway Humane Society can measure the effectiveness and success of this social media plan by monitoring the increase and efficiency in pet adoption rates. By setting a baseline, where you currently are in social media and then measure the increased social media growth. Several ways in which to measure the effectiveness of social media are: Set a Baseline o Within two months, track the New Nodaway Humane Society current social media (Amount in number of Facebook likes/post, Instagram followers and Twitter followers) o Then in six months, re-estimate the number of followers and like/posts from the current social media plan Omniture: Provides software for Facebook and Twitter (http://www.omniture.com)

Strategy One: Uploading recent pictures weekly of the New Nodaway Humane Society animals on Facebook, Twitter and Instagram will increase traffic to all social media sites and improve adoption rate. The public will use social media as a tool to keep updated on the animals available for adoption.

Before Tool Facebook Twitter YouTube

Metric Likes Followers Total Views

Current 931 472 695

Youtube: TheNNHS Subscribers: 0 695 total video views 43 uploaded videos

After After three months New Nodaway Humane Societys Facebook friends should increase by 40%, likes by 10%, and visits by 45%. After two months New Nodaway Humane Societys twitter followers should increase by 30%. Increase the number of attendees to events by 20% by 2014. Increase the number of followers and likes by 30% by 2014. Within 3 months, increase number of subscribers to the YouTube page to 50%. Increase total video views on YouTube by 25% Posting weekly Puppy Profiles Strategy Two: Coupon promotions will provide a discount for potential adopters. New pictures of the pets will be uploaded to Twitter and Facebook via Instagram alongside with new coupon promotions bi-weekly. Before: Facebook Likes: 931 Followers Twitter Followers: 472 Followers After: Increase the number of coupons used to 10% in the next 3 months. Increase the number of people visiting the New Nodaway Humane Society by 30% in the next 3 months. Post coupons bi-weekly to the New Nodaway Humane Societys social media sites. Create Instagram account and upload most recent of pets along with coupons. Raise followers on Instagram by 20% in the first 2 months. Some additional measurements for the New Nodaway Humane Society to use measuring their social media achievement: Google analytics: o This is free software that tracks the number of visits that the New Nodaway Humane Society webpage attracts. URL: (http://www.google.com/analytics/)

10