Cat Town Social Media Plan 3.22.16 FINAL

MARCH 22, 2016
PROPOSAL PREPARED BY:
NICOLE RADLOW, CECILY JOHNSON, TATIANA HADDAWAY, JACQUI DIAZ, AMANDA MEYER, LESLEY
HENRIE, IMANI RICHARDS, MARY LOURA, BRANDON LONG, AMANI SARARY, AND MELINDA YU
AS PART OF THE FINAL PRACTICUM FOR THE
SOCIAL MEDIA MARKETING CERTIFICATE PROGRAM
CALIFORNIA STATE UNIVERSITY, EAST BAY
SOCIAL MEDIA MARKETING
STRATEGY FOR CAT TOWN
RESCUE & CAFE

Table of Contents
Defining the Brand Page 2
Who Should You Know Online? Page 6
Social Media Behavior of Target Audience Page 12
Comparable Analysis Page 22
Measurable Social Media Objectives Page 27
Selection of Social Media Channels Page 29
Editorial Calendar Page 33
Social Media Policy and Response Matrix Page 40
Monitoring Page 43
Measuring Results Page 46
1 Prepared by: Social Media Marketing Certificate Program at CSU East Bay

Brand Challenge
Cat Town Rescue and Café want to be viewed as a nonprofit rescue organization based
in Oakland who operates a café as a way to educate the public and raise funds for its
mission.
Cat Town is currently operating separate Facebook and Instagram accounts for the Cat
Town Café and the Rescue.
WE hear 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.
We recommend combining the social media accounts for the following
reasons:
1) You may see yourself internally as two separate entities but your public does not.
Using consumer reviews on TripAdvisor and Yelp! as feedback, indicates that your
message of being a rescue with a café is resonating. Most reviewers see you as both a
rescue and café. Hence, reviews are overall excellent.
• Additional signage, hold messages, changing your e-mail signatures, the “about
us” on the web and social media platforms should all reflect that you are a rescue
organization – e.g. “Support our rescue efforts by enjoying a coffee at our café.”
• Rescue should come first in all conversations. Not only will it strengthen your
brand message but it will also set customer expectations.
2) Each Facebook page is driving different behavior. When equalized for the size of
followers, both pages had comparable engagement rates. 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.
• It will be more powerful for the organization to have a single Facebook page with
a variety of posts that drives likes, shares and comments. A single account will
reinforce your message that you are a cat rescue with a café offering yummy
coffee and snacks as a way to benefit your cause.
How to combine Facebook pages: https://www.facebook.com/help/249601088403018

3) When equalized for the size of followers, both
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. Those following both accounts may feel
overwhelmed on days when you post from both. You
cannot merge two Instagram accounts at this time but you
can drive people to one by posting something like this
graphic as your last image.
4) You said your time is limited. With limited resources,
focus on doing three (3) social media accounts GREAT
rather than six (6) so-so. You will see later in the plan that
we encourage you to set up Instagram as the center of your
social media program. A free tool like Hootsuite (also an app) can help you share photos
across Twitter and Facebook easily. Creating an editorial calendar will help you keep
80% of your posts on track with supporting your brank keywords - #cat #rescue #cafe
#Oakland #nonprofit
5) Create a single editorial calendar to ensure a mix of posts. It doesn’t have to be
complicated but having a plan is what separates posting on social media for
personal use and posting to achieve a business goal.
Who Should You Know Online
Social Media Influencers
Using social media influencers in your marketing can build relationships with the people
who can build relationships for you. Whether an influencer’s audience is small or large,
an influencer can reach consumers via their blogs and social networks that your
brand may not be able to.
Social media influencers in Oakland, the greater Bay Area and beyond include:
SF Gate Blog
http://blog.sfgate.com/inoakland/
SFGate.com, the Bay Area's most visited, local website, offers content free-of-charge to
visitors. SFGate.com users will find breaking news and other news-of-the-day features
such as weather, traffic, real-time sports coverage, pop culture features and other buzz-
worthy topics.

East Bay Dish
http://eastbaydish.com/
East Bay Dish is a weekly food blog focused on the East Bay. East Bay Dish focuses on
deals in the “Frugal” section, restaurant news in the “Nosy” section, events in the
“Social” section and winery and bar news and events in the “Thirsty” section.
Visit Oakland
http://www.visitoakland.org/
This young and lively group promotes the city of Oakland around the world, as well as,
work with travel reporters. They are always looking for something fun and unique to
promote about Oakland and the country’s first cat café could be the great fit. Having
printed brochures at their Jack London Square location could help drive traffic. Paul
Lim is the social media coordinator (and CSUEB grad!) – paul@visitoakland.org.
KQED’s Bay Area Bites
http://ww2.kqed.org/bayareabites/category/beverages-2/tea-and-coffee/ - KQED
serves the people of Northern California with a community-supported alternative to
commercial media. Their mission is to provide citizens with the knowledge they need to
make informed decisions; convene community dialogue; bring the arts to everyone; and
engage audiences to share their stories. They take people of all ages on journeys of
exploration—exposing them to new people, places and ideas. KQED celebrates diversity,
embrace innovation, value lifelong learning and partner with those who share a passion
for public service.
San Francisco SPCA
https://www.sfspca.org/
The San Francisco SPCA is the fourth
oldest humane society in the U.S. and
the founders of the No-Kill movement,
the SF SPCA has always been at the
forefront of animal welfare. As a result
of those efforts and those of their
community partners, San Francisco has
the lowest euthanasia rate of any major
city in the United States.

Freda Moon
http://muckrack.com/fredamoon/portfolio Freda Moon is a New York City-based
journalist and travel writer. She recently wrote a column for the New York Times titled
“36 Hours in Oakland”.
Lake Merritt Senior Living Blog
http://www.thelakemerrittsenior.com/blog.html This is an upscale – and pet friendly!
– senior independent living facility across from Lake Merritt. They have a monthly blog,
newsletter and events for residents. We focus on upscale facilities because of the more
likely ability of residents to be possible donors.
Grand Lakes Garden Senior Blog
http://www.grandlakegardens.com/news/ Another upscale senior living residence with
a monthly blog and active events calendar. They recently hosted a movie premiere with a
local hiking club and have an entire section of the website dedicated to local Oakland
attractions. Perhaps Cat Town can be added?
The Point at RockRidge Senior Blog
http://thepointatrockridge.com/news/ Upscale senior living community in Rockridge
with a blog, active events calendar and newsletter.
Lake Park Retirement Senior Blog
http://www.lakeparkretirement.org/2016/03/ This is the “granddaddy” of retirement
living in Oakland just in terms of size and history. They are also the only facility that we
found with a somewhat active Facebook page - https://www.facebook.com/Lake-Park-
158063847561250/
Others (Just for Fun)
Taylor Swift
She is not currently on tour but it could be fun to
tweet her an invite to visit Cat Town the next time
she tours in NorCal!

Which Influential Media Outlets Should You Access?
The East Bay is rich with media outlets and journalists covering events, news and
businesses in the East Bay. Some include:
http://oaklandlocal.com/ - Oakland Local is an independent media site committed to
covering Oakland’s neighborhoods, people, news, arts, culture and innovation. Its
mission is to create deeper ties to Oakland’s diverse perspectives by telling stories,
shining light on key issues and being a catalyst for community.
http://oaklandnorth.net/ - Oakland North is a news project of UC Berkeley’s Graduate
School of Journalism. They started in 2008 with support from the Ford Foundation, but
currently operate as an independent local news organization supported by UC Berkeley.
http://www.eastbayexpress.com/ - The East Bay Express is the local alternative to
mainstream media. They are dedicated to local arts and culture.
http://www.oaklandmagazine.com/ - Oakland is a city on the move and Oakland
Magazine is essential reading for keeping up with one of America’s most engaging and
underappreciated cities.
http://www.diablomag.com/ - Covering topics ranging from travel, culture, and
personalities to entertainment, recreation, and food, Diablo magazine is the only
monthly publication written specifically for the San Francisco East Bay market—from
Central Contra Costa, into the Oakland and Berkeley Hills, and throughout the Tri-
Valley.
http://www.ktvu.com/ - Oakland television station focusing on news and events in the
greater East Bay area. They are the only major news outlet based in the East Bay instead
of San Francisco.
Travel Sites & Directories
http://www.roadsideamerica.com/ - The largest online guide to offbeat tourist
attractions. Free to submit listing.
http://www.visitoakland.org/things-to-do/ - Cat Town is buried in coffee shops under
the restaurant tab. Maybe it’s worth emailing paul@visitoakland.org and asking for a
second listing under “Things to Do”.
http://liveworkoakland.com/ - Add Cat Town to Live/Work/Oakland directory

Joining the Conversation through Hashtags
Hashtags are important to use on Instagram. Given the volume of data being shared
across social media channels at any time, many users monitor and follow conversations
they care about using hashtags. Journalists also use key hashtags when searching for
story ideas and content sources.
A free tool like RiteTag or TagsForLikes can provide ideas on popular tags.
https://ritetag.com/best-hashtags-for/oakland
Popular Cat/Rescue/Adoption Hashtags:
#cat #cats #catsagram #catstagram #instagood #kitten #kitty #kittens #pet #pets
#animal #animals #petstagram #petsagram #photooftheday #catsofinstagram
#ilovemycat #instagramcats #instacat #nature #catoftheday #lovecats #furry #sleeping
#lovekittens #adorable #catlover #giveback #adoptme #animaladoption #animallovers
#animalrescue #adoptdontshop #rescuecat #rescue #vacation #catlovers #kittycat
#instacats
Popular Oakland Hashtags:
#WestOakland, #Oakland, #oaklander, #Oak, #oaklandathletics, #loveoakland,
#oaklandloveit (sponsored by Visit Oakland)
Popular Charity Hashtags:
#activism, #advocacy, #causes, #charity, #charitytuesday, #csr – corporate social
responsibility, #donate, #foundation, #foundations, #fundraising, #grant, #grants,
#nonprofit, #nonprofits, #philanthropy, #socialgood, #volunteer, #volunteers
Popular Family Hashtags:
#family, #play, #happy, #smile, #instacute, #familyfun
Popular Nonprofit Hashtags:
#dogood – A call to action for people to do good
#donate – A call to action for people to donate
#GivingTuesday – An established UN holiday; a call to action for people to give back to
the community.
#impact – To promote how an effort is creating impact.
#socialgood – To promote social good or news about this topic.
#notforprofit – Not-for-profit
#nonprofit – Nonprofit
#giveback – A call to action for people to give back to the community.
#volunteer - Spotlight the good work of your nonprofit volunteers with this hashtag (or
#volunteers).

Social Media Behavior of Target Audience
Defining your target audience for each social media channel is critical.
Forrester's Social Technographics data classifies consumers into seven overlapping
levels of social technology participation.
Despite the perception of being a “TMI generation”, social media users ages 25 to 34 are
categorized as joiners and spectators. Baby boomers are most spectators or
inactives.
1. Creators. These are people who
publish on the web (blog, website,
video, and podcasts).
2. Critics. These are people who post
reviews online, comment on blogs, or
contribute in other ways to existing
content.
3. Collectors. These are people who
read lots of information and may vote
or tag pages or photos.
4. Joiners. These are people who have
a profile on different social
networking sites and visit them with
some regularity.
5. Spectators. These are people who
read online information, list to
podcasts, and watch videos but do not
participate.
6. Inactives. These are the people who
aren’t engaged in any of these social
technologies.

Audience Size
Generation Y (aka Millennials) 1981–1996
Cat Town’s interest in developing a relationship with millennials can be justified by two
trends:
1) Millennials tend to concentrate in the western US. Nielson research ranks the
San Francisco Bay Area as the #9 for concentration of millennials.
Source: http://heidicohen.com/millennial-data-research-and-charts/

2) Local target audience may be up to 230,000 people.
Using the Facebook Advertising tool, we were able to size a local audience target as
follows:
Facebook users, age 25-35, live within 50 miles of Oakland (this would be a
one hour’s drive from Oakland and cover the radius of current adopters), who
also like or have expressed an interest in cats =230,000 people
one hour’s drive from Oakland and cover the radius of current adopters), college
graduates who also like or have expressed an interest in cats =98,000 people
one hour’s drive from Oakland and cover the radius of current adopters), college
graduates who also like or have expressed an interest in cats AND have made a
charitable donation to an animal welfare cause = 1,300 people
Note: Data is based upon user provided information on Facebook. Actual number
may be higher.

Baby Boomers (1945 – 1964)
Cat Town’s interest in cultivating a relationship with senior donors is justified by two
trends:
1) More baby boomers are retiring to urban cities.
The baby boomers of today are looking
for a very different retirement than that
of their parents. Many do not want live
in age-restricted mega-developments
like Del Webb’s Sun City in Arizona or
Disney’s The Villages in Florida. They
want to remain active without having to
drive. They want to engage with the
community and have easy access to
amenities and entertainment. More and
more, seniors want to live in cities.
Social connectivity is a really important.
Seniors want access to theaters,
museums and walkable neighborhoods.
While it’s not Oakland
exactly, Concord, Calif. was
recently recognized as a great
place to retire in the United
States by Conde Nast
Traveler magazine. The
luxury travel magazine touts
Concord's proximity to San
Francisco (and Oakland!),
hospitals (an important
amenity for an aging
population), BART stations
and farmers markets.

2) Local target audience may be up to 65,000 people.
Using the Facebook Advertising tool, we were able to size a local audience target as
follows:
Facebook users, age 52-65+, live within 50 miles of Oakland who also like or
have expressed an interest in cats =65,000 people
Facebook users, age 52-65+, live within 50 miles of Oakland who have made
a donation to an animal welfare cause =34,000 people
Facebook users, age 52-65+, live within 50 miles of Oakland who have
expressed an interest in cats AND have made a donation to an animal welfare
cause =4,900 people
Note: Data is based upon user provided information on Facebook. Actual number
may be higher. This demographic is also less likely to interact on Facebook so their
interests and behavior may not be accurately reflected.

Facebook Ads
We know Cat Town has a nonexistent marketing budget but a one month experiment
with just $100 could be interesting. Because your “sweet spot” audience is so narrow
with just 1,300 (millennials) and 4,900 (baby boomers), the cost to reach this audience
is much lower. The more specific your audience, the cheaper the cost!
Facebook Advertising estimates that you’ll
reach 250-650 members of your target day
every day! Be sure to select pay-per-click
(PPC) so you only pay if people click the
ad. You can either drive them to you
Facebook page or your website.

Connecting with an Audience 60 years and older as well as young families
Cat Town Suggested Approach
Increase Total Number of Baby Boomer
Donors
Ages 60+
• Offer donor channels on social
media, esp. Facebook
• Make it apparent that it is a non-
profit and have easy access to a
donate button
• Show the impact their money has
• Find common interests between
baby boomers
Build a lasting relationship with
Millennials and Young Families
Ages 21-34
• Retain millennials sense of
compassion
• Advertise more on Instagram
• Articulate the help that is needed
Expand Cat Towns Profile with Millennials
(young families) and Baby Boomers
• Provide opportunities for a one
click donate button on social media
sites through a secure platform like
Paypal
• Focus on having just one Facebook
page and one Instagram page
Tips for Reaching Millennials:
1. Millennials have less money to spend on donations so focus on adoptions and
volunteer workers. Millennials are well connected and are comfortable on social media
so use their expertise and plug into their networks to further adoptions and find older
donors.
2. Millennials are a long-term investment market, because millennia’s care about a
cause and the long term results and success of that specific cause. Advertise that Cat
Town is a non-profit and that there help needed within the area of caring and adopting
cats.
3. Millennials with younger families may be looking for their first family pet, and
millennials are more inclined for adoptions, so find advertising places that younger
families and children have access too, like local toyshops other cafes and libraries.

4. Advertise on Instagram and Pinterest sites as well as Facebook and make connect
authentic and engaging and offer collaborations.
Tips for Reaching Baby Boomers:
1. Older generations are more likely to donate but need to be persuaded that the cause is
worth the donation.
2. Baby Boomers are the fastest generation adapting to social media so advertise on
Facebook and provide more links and articles on LinkedIn.

3. Do not be afraid to ask for help and donations towards a good cause like adopting cats
and lowering euthanasia rates. Be relatable and skip hard selling. Try asking this
generation for help with marketing and driving traffic.
4. Focus on specific segments within this generation. Try and target baby boomers that
are involved with humanitarian efforts and cycling. Additionally, target this age bracket
within San Francisco and Berkeley.
5. Make it very easy for this generation to donate. This generation has the most money,
so make donating very accessible and trustworthy.
6. Build a referral program for this demographic. This generation is the largest
commenters and sharers on websites and social media.
Possible Partnerships:
The following retirement residences (website links given in an earlier section of this
plan) are upscale, pet friendly and located near Cat Town.
We suggest experimenting with sponsoring a movie
night, yoga, tai chi, knitting (cat hats!), or similar
with one of these organizations.
• Lake Merritt Senior Living
• Grand Lakes Gardens
• The Point at RockRidge
• Lake Park Retirement

Comparable Analysis
The client identified East Bay SPCA, Berkley Humane Animal Shelter, and Kit Tea as
comparable organizations to use in benchmarking Cat Town’s current social media
program.
We found that East Bay SPCA’s Facebook page has the most engagement level in our
comparison.
Facebook
Presence
Kit Tea East Bay
SPCA
Berkeley
Humane
Cat Town Café
Cat Town
Oakland
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
Super fun and
creative; fun
pictures,
events, and
promotion of
animals
Show pets
available for
adoption,
educational
information,
events,
adoption
stories,
volunteering
We found two
accounts, one for
the adoption and
foster side of the
business and one
for the café. The
purpose of these
accounts are to
get donations and
to share images of
cats available for
adoption and
foster or alert the
public to events.
Describe their
"brand voice"
and "tone"
Fun & playful
tone to delight
followers
Great advocacy
of animals, a
hopeful tone
Simple,
friendly, tone.
The copy is
playful when
written from
the pet
perspective.
Fun, Friendly,
Adoption
What is the
total
engagement
(number of
shares, likes,
comments,
etc…) for all
these posts
during a 7-day
period?
242 695 173 Cat Town
Adoption & Café:
1877
Cat Town: 1324

Following are the initial impressions we had when conducting this comparison:
Kit Tea
• Website
• Twitter
• Facebook
• Instagram
• Pinterest
• YouTube
KitTea has a simple yet well-organized website, with all the pertinent information to
ensure visitor experience meets their expectations. They consistently maintain
Facebook, Instagram, and Twitter accounts, posting content 5-8 times weekly. They are
also very committed to interacting and engaging with their fans across all
platforms. KitTea habitually employs trendy (e.g. #caturday #adoptdontshop
#happytails) and unique KitTea-specific hashtags (eg #friendsofkittea), that work as
searchable links. Their Facebook contains plenty of fun visual content of anything cat-
related (i.e. articles and other amusing content) including event announcements and
KitTea adoption stories. KitTea’s Instagram captures cute moments of its rescue cats at
the cafe via images and videos. However, their Twitter account mainly contains links
and text to direct traffic to their Instagram.

East Bay SPCA
• Website
• Twitter
• Facebook
• Instagram
• YouTube
The East Bay SPCA website and social media links are well coordinated and
consistent. They are primarily using Facebook, Instagram and Twitter. They post once
on each platform per day. The consistent use of color, logo, themes and information
promotes a clear and informative message. Their content is well coordinated and easily
accessed; for example their calendar, helpful hints, events, pictures are posted
simultaneously and available. A follower does not have to search different platforms to
obtain information. The donation button is easily found on the website and FB
page. They also use video, photos and podcasts for interest. They have an extremely
creative approach to posting which makes it both fun and informative. They are also
laser focused on adoption, so all information includes that component. It's well thought
out and a simplified posting schedule, and clearly portrays that adoption is their
primary mission, and that life with a pet is more fun and joyful.

Berkeley Humane
• Website
• Twitter
• Instagram
• Blog
• YouTube
Summary Statement: impressions, usefulness, assessment of their website (is it
consistent with everything)
Berkeley Humane has a consistent visual look across their website and social media
platforms. All content is shared across all channels and they promote their various
platforms through the posts. They emphasize the importance of adoption and provide
daily posts with their most recent dogs and cats that are available for adoption. These
posts show several pictures of the dog or cat along with copy that is written from the
perspective of the animal. These types of posts receive a high volume of likes, shares,
and comments. These posts are then promoted to their Twitter account while the
Instagram page has a more simple copy showcasing that same dog or cat. The
photographs are bright and colorful and appear to be photoshopped--giving them a
more professional look. They recently used the hashtag #SkipTheRoses for Valentine’s
Day which promoted the idea to give animal lovers the chance to donate to Berkeley
Humane rather than receiving roses. Berkeley Humane also provides ample
opportunities for people to donate to their organization. Their website features a bright
orange button that says, “DONATE NOW” and their social media platforms have direct
links for donations.

Measurable Social Media Objectives
Measurable objectives will help you decide what to do and
what not to do on social media. They will also allow you to
measure success. Align with your broader marketing
strategy, so that your social media efforts all drive towards
the two 2016 business objectives identified in our client
interview:
• Operate with a reserve.
• Make the Café a neighborhood staple in the
community.
We propose the following SMART goals for Cat Town Café to consider for the remaining
of the 2016:
1. Increase donations by targeting older Oakland adults 60+ who are stable and
have a higher income to donate and/or adopt a cat. Older adults were identified
as a key group for significant donations.
2. Identify and follow Oakland tech companies located within walking distance of
Cat Town Café. Tech workers were identified as a key group to adopt cats.
3. Identify and follow cycling groups in Oakland on social media. Cycling was
identified as a common hobby amongst adopters.
4. Develop relationships with local Oakland neighborhood associations (HOA), non-
profits, and Impact Hub Oakland (2323 Broadway). These might be groups
interested in renting space for a meeting or small event.
5. Develop a social media content plan to support brand key words (in Section 1)
using current best practices.

Reaching Out to Influencers
During the research phase of this proposal, we found quite a bit of “cat love” on Twitter
from active users within 15 miles of Oakland. We used the advanced Twitter search to
find tweets geotagged “Oakland, CA” and the phrase “wish I had a cat”.
https://twitter.com/search-advanced
A similar approach can be done on Instagram using tools like http://worldc.am/ or
http://www.gramfeed.com/instagram/map#/37.7749,-122.4194/1000/- to search for
Instagram images (and users) via geolocation

Oakland-Based Start-ups and Tech Companies
The following start-ups and tech companies are located within walking distance of Cat
Town. Given that many of your adopters are millennials working in the tech field,
putting out a sidewalk chalkboard with your Instagram account may help drive traffic
from workers at Pandora, Uber (soon!), Schoolzilla, Hylo, and more.
Live Work Oakland publishes a map of new start-ups in your ‘hood.
http://liveworkoakland.com/

Selection of Social Media Channels
Using the Pew Research Social Media study release in January 2015, your target
audience in Oakland will most likely be found on Facebook, Twitter and Instagram.
Because Cat Town actively uses Instagram, one possible consideration is to establish
this platform as the center for your social media program. Using Hootsuite or manual
links between Instagram, Facebook and Twitter, you will be able to take one photo but
post it multiple places. More info:
https://help.instagram.com/169948159813228/?ref=hc_fnav
Here is how an Instagram account can be integrated with Facebook, Twitter account and
your website.
For brands,
Instagram is considered the King of Social Engagement. It has 58 times more
engagement per follower than Facebook, and 120 times more engagement per follower
than Twitter. Research is not available specifically on nonprofits.

2014 Social Media Trends
Note: This Pew Research report reflects the
most current data on social media data
usage. Because social media usage has
plateaued, user behavior doesn’t
significantly change annually.
Facebook is still the most popular site,
Instagram has grown and now 26% of adults
use Instagram.
52% of online adults use multiple social
media sites. Facebook acts as “home base”.
Millennials may not be posting on Facebook,
but they still continue to check in with the
site several times per day.
Roughly half of internet-using young adults
ages 18-29 (53%) use Instagram. And half
of all Instagram users (49%) use the site
daily.
Facebook and Instagram exhibit especially high levels of user engagement: A
majority of users on these sites check in to them on a daily basis

2014 Facebook Trends
• 71% of online adults use Facebook with
usage among seniors continuing to
increase.
• Women are also particularly likely to use
Facebook compared with men.
• 63% of Facebook users visit the site at
least once a day, with 40% doing so multiple
times throughout the day.
2014 Twitter Trends
Twitter is the most important social
media tool for reaching journalists –
particularly valid for the SF Bay Area -
government agencies, elected officials,
nonprofits/cause organizations, and industry
associations.
• Twitter is particularly popular among
those under 50 and the college-educated.
• 46% of Twitter users are daily visitors
(with 29% visiting multiple times per day).

2014 Instagram Trends
• 53% of young adults ages 18-29 now use
Instagram, compared with 37% who did so in
2013. B
• Besides young adults, women are
particularly likely to be on Instagram, along
with Hispanics and African-Americans,
and those who live in urban or suburban
environments.

Editorial Calendar
The editorial calendar is a tool used by bloggers, publishers, and businesses to control,
organize, and then allocate social media posts and publications. For the client, the
editorial calendar gives a clear picture and easily tells the story of what is to be
published on your social media. However, the true benefit of the editorial calendar is to
use it as a planning tool for you to plan your posts on the platform of your choice.
Topic/HeadlineWriting the headline will help make writing the post easier.
Target
Audience Which of your key target is this content designed for.
SMART
Objective
Which SMART objective does this support? Which business goal does
this support? 80% of what you post should support your goals,
objectives and keywords.
Status please review Status Key
Tweet Will this content be shared on Twitter
Facebook Will this content be shared on Facebook
Blog Post Is this content a blog post
E-Newsletter Is this an E-Newsletter
Website
Update is this an update to the website
Media Release Is this a media release
Published URL
Posting the URL here will help you quickly find the content in the
future
Sample content was created for the months of June, July and August 2016.
We considered events that would be of interest to your target audience. All posts should
support the goals, objectives and brand keywords.

Highlights
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. Last year’s success was closely
tied to the ticket purchases so another event is
needed.
Now to June 2016 – Prime the pump. Get
your organization back on the radar. Go
back and thank your brand ambassadors who left positive reviews on Yelp, Trip
Advisor, Facebook, etc… in the last six months. Search Instagram and Twitter
using the geolocation to find people chatting about cats. Encourage them to visit
(and follow you).
June 2016- Introduce your challenge kitty and get him or her posting 1-2 times
per week. Post photos from behind the scenes of where you need help. E.g.
“Here’s where our culinary chef prepares our meals. Mr. Cat needs a special diet
so every donation gets me one step closer to my tuna.” #cattownchallenge Be sure
to follow best practices – more photos, less text (think headline).
July 2016 – When the challenge kicks off, change out the banner photos on all
your social media platforms and website to promote the challenge. Canva.com is
a great free tool that will automatically size and create graphics for specific
platforms. Ask café visitors if they’d like to make a donation to the challenge (be
sure to have lots of signage). Post every other day about the challenge by creating
a series of “ask” graphics in challenge kitty’s voice. Encourage people to share.
Tweet out or post to Cat Accounts asking for support.

Cat of the Week - Consistently posting about the same cat for an entire week (in
different outfits or hats or something kitschy) could create a lot of buzz around the kitty
and turn them into a celebrity. In “Kitty Bungalow” and “Kitty Job” located in Los
Angeles, they have an ongoing social media campaign focusing on a “Cat of the Week”
for viewers to see one adoptable cat throughout the entire week. This will give followers
a chance to get to know the cats through Instagram and Facebook prior to visiting the
café and could potentially bring more traffic into the store. Some cats even get their
own Instagram page via the business and still generate buzz after adoption. Needless to
say that some of those same followers will become potential new cat parents or even new
donors to the business.
Adoptions – Donors like to hear about your successes. Borrowing an idea from
Gardens for Health, consider getting a white board and encourage new adopters to write
a going home message for their new cat. Funny, sad or clever – you’ll get different
personalities for every post. No text needed in the caption!

Reposting – Education 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.
Below are some examples of the types of reposts you can use:
http://www.huffingtonpost.com/2015/04/22/every-home-needs-cat_n_7119652.html
http://www.buzzfeed.com/chelseamarshall/meows#.plLO9bE4J
Cat Town Coffee Booth – Ongoing in an effort to partner with local businesses. The
booth will provide coffee and brochures with information about Cat Town. Bring a few
cats to spark interest and to portray the overall mission of Cat Town and establish that
you are a non-profit rescue as well as a café.
First Friday – Have a booth on First Friday showcasing
what Cat Town is all about. Provide informational
brochures portraying the mission of Cat Town and how
the company has made a difference in the community.
Doing the “Cat Daddy” (a popular hip hop dance amongst
today’s youth dance) is a super fun way to get the public
involved in an attempt to fundraise.
Cut out at public events to
encourage WOM?
#CatTownOakland

Here’s the YouTube Video: https://www.youtube.com/watch?v=An-DAcHHY-A
Similar to the “Saving Pets Challenge” you may request for a local business to match
whatever you raise during the campaign. This will definitely attract young people,
millennials, and maybe even a new following.
Celebrity Showcase – We strongly suggest reaching out to a local celebrity or
influential group such as the Warriors, Raiders, musicians, etc. Celebrities promoting
products and services have become a lucrative way to build brand awareness and
credibility. When brands establishing a relationship and connection to popular names in
entertainment, sports, fashion, and other verticals, there is the potential to boost sales
drastically, especially when the consumer believes the product or service is actually used
by the celebrity him or herself (http://socialmediaweek.org/blog/2015/09/brands-
using-celebrity-endorsements/).

Social Media Best Practices
Less than 10% of your followers will ever
see what you to Facebook. As of 2015,
you must pay to play.
Here are some simple tips to help you
get maximum exposure on all social
media platforms.
1. Be timely - Post when your fans are active online to give your content the best
chance of being read. Facebook Insights and Iconosquare (Instagram) will
provide this information. Use a scheduling tool to post during these optimal
days/times.
2. Be picky about what you post - Don’t post more than 7 times per week on
Facebook. Pages that post more than seven times per week see a 25% decrease in
interaction rates.

3. Keep it visual - Photo posts on Facebook receive interaction rates 39% higher
than videos or text-only. Use a free tool like Canva.com or an app like InstaQuote.
4.

5. Fill in the blank posts receive 9x more comments (engagement) than other
posts.
Example: June 8th is Best Friend Day. Consider asking a question phrased
like, "____________ was my childhood best friend."
6. Keep it short – The shorter, the better. Posts of 80 characters or less are the
most engaging. Write your content like a news headline.
7. Be an active member of the social community. In order to receive, you
have to give. Take the time to comment on someone’s photo. If they like your
photo, you should favorite one of theirs.

8. Create collages. On
Instagram, they get 20% more
likes and 25% more comments
than single images.
9. Help others – Take time
to reshare and regram content
from influential or key
companies.
10. Post photos of unique
views. People will like your
photo if it's something they've
never seen before.
11. Use #Hashtags - Nonprofits that consistently use hashtags on Instagram have
twice as many followers as those that don’t. Instagram users regularly monitor
hashtags, thus enabling your nonprofit to gain more exposure to potential new
followers. (A list of potential hashtags was proposed earlier in this document.)
Current best practice is to use the 1-2 most important hashtags in your caption
then add 7-10 more as a comment.

12. Post the right photos. Never post similar photos in a row; always choose the
best one. Think of Instagram as an art gallery.
13. Integrate your Instagram photos:
• Showcase Instagram photos on your company’s Facebook Page. Link to
Facebook from the settings account on LinkedIn.
• Promote on your Website. Your website is the place that gets the most
traffic of any of your online properties. So the homepage of your website is
the best place to promote your Instagram account to get more followers
and likes.
• Include Instagram content in your Email Newsletter.
14. Limit the “Fluff”: Use cartoons, games, puzzles, and quotes sparingly.
Remember that 80% of what you post should be tied to your brand/business
strategy.

Social Media Policy and Response Matrix
The primary reason for establishing a social media policy is protection – for both the Cat
Rescue/Cafe, its employees, adoption families, and the cats. While good judgment is the
best policy, it is important to document what is and what is not acceptable social media
behavior as it relates to Cat Town. This should be extended to include any and
volunteers and friends of the rescue.
Important elements to consider including:
• Not posting the names of any children associated with their photo on any
Internet site.
• Adopting the federal Children’s Online Privacy Protection Act, which is a law that
oversees how websites interact with children under age 13. Visit:
https://www.ftc.gov/tips-advice/business-center/guidance/complying-coppa-
frequently-asked-questions
• Respecting all copyright laws, and reference sources appropriate...
• Offensive language will not be tolerated, including but not limited to ethnic,
religious and racial slurs; profanity; sexually explicit language and the like,
including use of acronyms of offensive expressions.
• Don't Tell Secrets. It’s perfectly acceptable to talk about your work and have a
dialog with the community, but it's not okay to publish confidential information.
• Save time writing a policy by reviewing and adapting social media guidelines and
policies from a comparable organization like animal rescues and non-profit
animal shelters and organizations.

We identified the following as possible templates to follow:
Brown County Animal Shelter
https://www.facebook.com/notes/brown-county-animal-shelter/brown-county-
humane-society-animal-shelter-social-media-policy/551827924848681/
Red Rover Animal Crisis Center
https://redrover.org/redrover-responders-volunteer-social-media-policy
Kansas Humane Society
http://www.kshumane.org/about/social-media.php
Note: A sample policy for volunteers adopted from Red Rover is included
at the back of this plan.

Response Matrix
Reading negative or
inaccurate online feedback is
often jarring and upsetting.
Don’t make the mistake of
emotionally responding or
not responding at all.
Having a written response
matrix in place will help
guide your decisions.
The US Air Force has offered
an excellent “response
assessment” chart that can be
customized for Cat Town.
Responding Positively to
Negative Online Comments
1. Respond appropriately. Use the above matrix to determine if and when you
should respond. Never take a comment personally and write something
emotional or accusatory in return.
2. Be brief. Revealing too much can have serious consequences, particularly with
personal or medical information.
3. Consider comments as free research. The comments received on social
media are a kind of consumer research, and it can provide Cat Town with
valuable insights.
4. Remember that everyone’s reading your responses. Responding
thoughtfully to negative comments is a chance for Cat Town to demonstrate how
caring and engaged it is, and how it solves potential problems.
5. Engage your hive. Privately seek out social media-savvy stakeholders to help
respond on your behalf or to support your position.

6. MOST importantly – create ambassadors. Thank people for positive
comments and reviews on social media that reflect your brand message.
We know time is limited but it will be worth the effort to respond to the rare review
that treats the café like coffee shop rather than a rescue organization. Educate the
reviewer on your mission. Also, build loyalty by thanking your raving fans.
https://www.tripadvisor.com/Attraction_Review-g32810-d7380607-Reviews-
Cat_Town_Cafe-Oakland_California.html - Great reviews on TripAdvisor. If you
haven’t already, you might want to claim this business so you can get possible
demographic insights. Most of the 15 reviews are from California.
• Wheatland, CA – “My husband found this on TripAdvisor and surprised me with
a visit while we were in town. It's such a neat concept!”
• San Jose, CA – “I was taken there for my birthday and it was an unusual and fun
adventure.”
Monitoring
We encourage Cat Town to take a proactive approach to monitoring online mentions.
Because of limited resources, we suggest using two free tools that can be scanned at your
convenience via their apps. Hootsuite and Google Alerts will notify you whenever your
organization is mentioned.
Google Alerts:
https://www.google.com/alerts
Google Alerts will send daily or weekly emails
about new articles, blogs, web pages and
posts that contain keywords like “Cat Town
Cafe” or “Cat Town Cat Rescue”, “Cat Café
Oakland”, etc…
Hootsuite:
https://hootsuite.com/

Set up listening streams on a free account to
find out when people are mentioning your
organization on Facebook, Instagram and
Twitter. You can also schedule posts in advance
to appear on your social media accounts like
“Happy New Year” etc… when the staff is not in
the office.
User Activity
We understand that limited resources also means limited monitoring of platform
insights. If possible, we encourage you take a glance at two key metrics from time to
time. While there is a lot that can be done proactively with user information from
Facebook, Twitter and Instagram, your account may be more 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.
Facebook: Look at “Net Likes” and “Hide, Report as Spam and Unlikes”

Twitter: Look at “New Followers”. A negative means you lost followers.
Be mindful that the following types of posts are most likely to be hidden!

Measuring Results
It is important to measure both the overall results of the social media program, as well
as, efforts on individual social media platforms.
Measuring the overall social media marketing will help determine if your efforts are
achieving your business goals – this is of interest to most boards and leadership teams.
Reporting out will show your value to internal leaders.
We created an Excel template to help track the progress of strengthening your overall
brand.
• Create a row for each brand keyword and a row for “misc.” The goal is to have 80% of the activity around your keywords
and only 20% about general/misc. content.
• Create a column for each social media outlet (Instagram, Facebook, Twitter, etc.) and input in the number of posts around
a specific keyword. This is content that you created and posted.
• Create a column to capture the number of online mentions you found through your listening channels (Google Alerts,
Social Mention, etc…). This is content created and posted by other people.
• Create a column to capture the number of engagements generated around a keyword. This includes comments, shares,
like, retweets, hearts, etc…
• Create a row at the bottom to capture the number of fans for each social media channel you have at the end of each month.

Social Media Metrics
Free metrics tools are available for Facebook, YouTube, Twitter and Instagram.
Facebook Insights will help
you to understand who is
engaging with the Cat Town
Café & Rescue business pages.
This will allow you determine
your current fan base age then
measure quarterly to see if you
are attracting the right
audience.
Access it through the admin
section of the page.
Twitter Analytics will not be able to
define the age of your followers but it
provides insightful information such as
location, gender and their interests.
Access it as part of your account at:
http://analytics.twitter.com

Iconosquare is a free robust tool to help manage and measure your Instagram
account.
You will be able to identify the location of your followers. The growth monitoring tab
will identify follower growth charts, monthly and overall, track daily follower gain and
loss and identify new and lost followers. It will also propose popular hashtag based upon
your keywords.
Access it at http://iconosquare.com/
Reporting Out
Lastly….
Submit the metric report along with your observations and analysis to company leaders
and board members. Make sure your hard work is recognized!
Reporting can be one of the most tedious parts of a marketer's job, but it's also one of
the most critical. Your metrics will show leaders how your team aligns and supports to
helping the company achieve its business goals.

Sources Cited
Source: http://www.mercurynews.com/news/ci_29610842/concord-named-best-place-
retire-conde-nast
http://fireflyliving.com/2013/11/12/why-seniors-are-moving-to-the-urban-core-and-
why-its-good-for-everyone/
http://blogs.forrester.com/nate_elliott/14-04-29-
instagram_is_the_king_of_social_engagement
http://www.pepperitmarketing.com/social-media/build-facebook-business-page-
community

Sample Policy adopted from https://redrover.org/redrover-responders-
volunteer-social-media-policy
Cat Town Rescue & Cafe volunteer social media policy
Cat Town Rescue & Cafe volunteers are asked to please follow this policy
when posting on/to Cat Town’s social media or when it’s likely that your
content could be interpreted as representing Cat Town.
General policy
1. Cat Town values the conversations and contributions that arise from social media use.
Always keep in mind your association with Cat Town, use good judgment and make sure
your profile settings and content are consistent with how you wish to represent yourself
personally and professionally.
2. You are personally responsible for the content you publish. Protect your privacy and
understand a site’s terms of service. As a Cat Town Rescue & Cafe volunteer, you are the
Cat Town brand. Our brand attributes are: caring, respected, unwavering, inspirational
and vigilant. Keep in mind what the Cat Town name represents: that we are warm,
friendly, passionate, and nonprofit and Oakland.
3. Cat Town Rescue & Cafe volunteers are encouraged to share content posted by Cat Town
on its website and other media outlets.
4. As a Cat Town Rescue & Cafe volunteer, consider whether your post(s) could be
interpreted as representing Cat Town’s position. When publishing content that may
bring confusion or controversy to Cat Town’s brand, include a disclosure, such as, “The
postings on this site are my own and don’t necessarily represent Cat Town’s position,
strategy or opinion.”
5. Don’t publish or publicly discuss Cat Town or another organization’s confidential
information, whether or not the content ties back to your role as a Cat Town Rescue &
Cafe volunteer. This includes unauthorized release of images, video, or other content.
6. When referencing information cited by someone else, include the link back to the source
from which you heard the information wherever possible.
7. Avoid publishing anything that is disrespectful, damaging or potentially embarrassing to
an individual or organization.
8. Cat Town encourages open discussions and differing opinions; however, show
consideration for others’ opinions and privacy and refrain from engaging in topics that
may be considered objectionable, obscene or inflammatory.
9. Be the first to correct your mistakes. Cat Town will monitor its sites regularly to ensure
disclosure and truthfulness and attempt to correct all misstatements and
misrepresentations.
10. Always get permission prior to using the Cat Town logo.
11. Respect copyright and fair use laws.
12. Cat Town may remove, or request the removal of, any posts/publications in conflict with
this policy.

SocialmediarulesregardingCatTownRescue&Caferescues
1. In addition to the above policy, due to the confidential and sensitive information that
volunteers have access to during Cat Town Rescue & Cafe rescues, the following special
rules apply to your social media use regarding these events:
2. Do not post any confidential content from the rescue. This includes, but is not limited
to: a) the condition of the animals (whether good or bad) at the shelter or otherwise
involved in the response, b) the progress of the response, and c) anything regarding any
legal proceedings associated with the animals or response. (Examples of content that is
and is not allowed will be provided in training, and if you have any questions, please
ask!)
3. Unless specifically authorized by Cat Town staff, do not take or publish any photos or
video from the rescue, even after the rescue is over. This includes photos or videos taken
by cell phone, even if these images are “just for me.” Even the act of taking these photos
on site can damage Cat Town’s relationship with its partners.
4. We recognize the desire to capture the friendships and bonds formed during rescue via
photo. Talk to your Team Leader about appropriate ways to capture these images. In
most circumstances, this can be accommodated with photos taken away from or outside
the shelter location and without any animals visible. However, do not take or publish
any such photos or videos until authorized by on-site Cat Town staff or designated Team
Leader. Sometimes the shelter location is secret, and even photos taken outside of the
shelter can reveal its location.
5. Be aware that as a Cat Town Rescue & Cafe volunteer, your posting about a Cat Town
rescue has an increased likelihood of being interpreted as representing Cat Town’s
position.
6. Do not publish anything that is disrespectful, damaging, or embarrassing to any of our
rescue partners or volunteers, including the inviting organization and other
organizations working on the response.
7. As always, you are encouraged to share content Cat Town has published on social media,
such as press releases, Facebook posts and albums, and tweets. You may also share and
post content that has already been published by other media sources.
We encourage you to err on the side of caution with your rescue-related
communication. If you have any questions about a communication, please
run it by the Cat Town staff. You are always welcome to contact Cat Town
with your questions, or if you have an idea about communication or a
content suggestion.

Cat Town Social Media Plan 3.22.16 FINAL

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