1. Social Media Marketing Strategy
By Hanna Burmeister

2. 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 adoption
Give these advocates proper tools to share the work HSHV does with their friends and
network
Develop content that creates positive conversations about HSHV and their animals
Increase traffic on HSHV's current social media accounts
…all on a small budget primarily funded by private donations.

3. how to best market HSHV?
COMMUNITY
Connecting supporters of HSHV through social media, to
effectively spread messages about they work they are
doing.
NETWORK
Strategically interact with local media to generate attention for
HSHV.

4. 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

5. FACEBOOK
Create 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.
TWITTER
Generate 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

6. YOUTUBE
CONTINUE 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

7. 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.
the social media plan

8. measuring success
Done through social media
monitoring sites
 Hootsuite
 Social Mention
 Klout

9. 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

10. 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