Social Media Marketing StrategyBy Hanna Burmeister

HSHV is:Washtenaw County’s only humane society.

Dedicated to finding homes for the 10,000 animals that pass through it’s doors.A local non-profit who appeals to a niche audience of animal lovers in Southeastern MI.

HSHV’s Challenges & Goals:Create a community of advocates for animal adoptionGive these advocates proper tools to share the work HSHV does with their friends and networkDevelop content that creates positive conversations about HSHV and their animalsIncrease traffic on HSHV's current social media accounts

…all on a small budget primarily funded by private donations.

COMMUNITYConnecting supporters of HSHV through social media, to

effectively spread messages about they work they are doing.

NETWORKStrategically interact with local media to generate attention for

HSHV.

how to best market HSHV?

the social media plan

Cultivate community through existing Facebook, Twitter and YouTube accounts.

Provide valuable and interesting content that followers feel compelled to share

Strategic “word of mouth” advertising

Little focus on paid advertising due to low income/small budget

the social media plan

FACEBOOKCreate customer interaction through: adoption success stories,

adoptable animal alerts, encouraging fans to post questions, stories and experiences with HSHV.

Heavy emotional appeal through photos and personal stories.Helps develop a connection between HSHV and their customers.

TWITTERGenerate conversations: hashtags (#HSHV), Twitter promotions, connect with local media outlets, gain strategic re-tweets from

local companies and media members, measure @ mentions and hashtags.

the social media plan

YOUTUBECONTINUE producing videos about featured animals for adoption.BEGIN creating feature stories on local families who have adopted

pets.BEGIN posting videos about events and fundraisers HSHV puts on.

PROMOTE these videos through Facebook, Twitter and local radio/news stations respective sites.

CREATE a community of people dedicated to finding animals at HSHV homes.

the social media plan

BLOGS

CREATE a blog that foster families can post on, about the animals in their care.

Invite volunteers, past adopters, and the local media to contribute to the blogs too.

PROMOTE the blog through previously mentioned social networking sites.

Done through social media monitoring sites

Hootsuite Social Mention Klout

measuring success

budget:

Slim to none.Majority of HSHV’s small income goes toward caring for the animals – which is why free social networking is so beneficial.

Market strategically with events & holidays, playing up emotion is a great way to get pets adopted.

- higher adoption rates around Christmas

Ultimate measure of success:

Animals getting adopted Most effectively achieved through word of mouth

Messages are shared when people feel an emotional

connection with the organization

Creating a sense of community emotional

connection with HSHV shared social media content

adopted animals