Annex Cat Rescue is a network of 300 volunteers working to help homeless cats in their city. They use social media to promote cat adoptions and educate the public on cat issues. Their social media presence includes Facebook, Twitter, Instagram, Tumblr, Pinterest and YouTube. They have found success using photos and videos of cats needing homes and sharing adoption stories. Their community manager role involves engaging online communities and creating social media content to further the rescue's mission.

1. SOCIAL MEDIA @
ANNEX CAT RESCUE
Jennifer Riley
Sky Lamothe
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2. Agenda
• About Annex Cat Rescue
• Our Volunteers & Roles
• Community Manager Role
• How We Divvy Up the Work
• Our Social Media Platforms
• Case Studies
• Challenges & Opportunities
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Midnight

3. About Annex Cat Rescue
VISION
A city where all cats –
whether they are feral,
stray or owned – are
loved & cared for.
MISSION
We are a network of 300
volunteers working to help
homeless cats in our city.
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4. Volunteer Roles
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5. Communications Team
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• Communications Coordinator
• Blog Coordinator
• Newsletter Coordinator
• 5 Community Managers
• 20 Copywriters
• Graphic Designers
• Photographers
Holly

6. Cat Marketing Team
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Collaborative team between the foster &
communications teams composed of:
• Administrator
• Graphic Designer
• Profile Writers
Jinxie

7. Community Manager Role
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• Monitor, respond to, and engage in online conversations in our
online community
• Perform day-to-day logistics for our social media sites and
monitor/report on successes and trends
• Research and write content and work with copywriters to adapt
content for our social media sites
• Find new and creative ways to promote the ACR and our mission to
help foster and adopt cats that are homeless or abandoned in
Toronto.
• Develop and expand community outreach efforts.
• Work proactively to raise the profile of the ACR and foster and
adoption of homeless/abandoned cats as an important issue in
Toronto.
• Work in collaboration with ACR’s board communications liaison to
ensure posts align with ACR’s policies, strategy and efforts to save
the lives of cats in Toronto

8. How We Divvy Up the Work
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• Google Documents organize our files
• Google Calendar
– keeps track of what posts we use
– marks upcoming events we need to promote (like cat-
related theme days)
– indicates who will be covering shifts (and vacations).
• Each team member leads the direction on one
platform, looks at performance over the past
month & reports back to the team on what is
working well and what can change

9. Why Go Social?
• Get our cats adopted
• Educate the public on feral cat issues,
responsible cat ownership
• Thank donors and supporters
• Encourage volunteerism
• Overcome prejudices against black, disabled,
FIV+ or senior cats
• Advertise upcoming events
• Share our successes
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10. Our Social Media Platforms
• Facebook
2,472 Fans
• Twitter
1,770 Followers
• Instagram
497 Followers
• Tumblr
7,831 Followers
• Pinterest
716 Followers
• YouTube1,490 Views
• Google+ 73 Followers
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11. Facebook Successes
Most viewed:
12,600 people reached
Most shared:
141 shares
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12. Facebook Case Study:
Winter Needs a New Home
• Reached:
– 2,178 people
– 45 likes
– 40 shares
But, Winter still needed a
new home.
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13. Facebook Case Study:
Winter Still Needs a New Home
About 2 weeks later, we
tried posting about Winter
again, this time with a
short video.
• Results:
– 7,896 reached
– 118 likes
– 71 comments
– 107 shares
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14. Facebook Case Study:
Winter Finds a New Home!
Success!
.
• Results:
– 1,353 reach
– 47 likes
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15. Facebook Case Study:
Mega Pet Adoption Event
First post to announce
event
• Results:
– 1,433 reached
– 62 likes
– 1 share (of which 2
new people shared)
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16. Facebook Case Study:
Mega Pet Adoption Event
Halfway post
• Results:
– 846 people reached,
– 140 likes
– 8 comments on the
album
– 5 shares
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17. Facebook Case Study:
Mega Pet Adoption Event
O Happy Day!
• Results:
– 2,461 reached
– 147 likes
– 18 comments
– 5 shares
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18. Twitter & Photos:
Seeking Foster Parents
331 impressions
7 retweets
WHAT TWITTER DOES
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19. Twitter & Photos:
Alice Needs a Forever Home
496 impressions
7 retweets
WHAT TWITTER DOES
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20. Instagram Successes
• Most liked post so far:
62 likes
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21. Instagram Successes
Lenny, A Special Needs Cat
Most commented upon
• Results:
– 38 likes
– 7 comments
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22. Instagram Successes
Foster Parenting
This post got:
• 33 likes
• 4 comments
Even though it was
posted at an off-peak
time!
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23. Instagram Fails
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24. Multi-Platform Campaign:
Help Find Checkers
Initial Facebook Post Second Facebook Post
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25. Multi-Platform Campaign:
Help Find Checkers
Twitter Instagram
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26. Multi-Platform Campaign:
Help Find Checkers
Checkers is Found!
• Always report back to
the community –
closure.
• Thank you’s are very
important.
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27. Challenges
• Time
• Fresh content
• The “competition”
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James

28. Opportunities
• “Outside the box” thinking
• Bigger team
• Facebook videos
• Instagram
• Website redesign
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Bonnie

29. Questions?
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Harvey

30. Thank you!
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