PowerPoint Presentation

By giverny witheridge

Adopt a Cattitude!! 1

The Internet loves cats.

reserved withholding personalitiesFunny

seduce us into paying closer attention to them

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More than 2 million cat videos were uploaded to YouTube in 2014, receiving a total of 26 billion views.

Cat videoshave more views per video than any othercategoryofYouTubecontent3

Industry

Merchandise

Grumpy cat has made its own $100 million dollars.4

Cat Film Festival held by RSPCA where attendees can watch adorable video clips, get a cat tattoo or dress up as their favourite cat

Glebe bicenenntial park on October 4

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RSPCA 2013-2014 financial year

RSPCA, Australias largest animal welfare organization release statistics

A total of 49,000 cats were received nationally by the RSPCA31.1% of these cats were euthanized 46,000 dogs 15.9% euthanased

An alarming stat

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RSPCA 2013-2014 financial year

RSPCA, Australias largest animal welfare organization release statistics

A total of 49,000 cats were received nationally by the RSPCA31.1% of these cats were euthanized 46,000 dogs 15.9% euthanased

An alarming stat

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Insight #1People love to view cat-related media onlineNeed to reduce euthanasia rates

leverage peoples love of watching cat related media online into encouraging people to consider adopting a cat

Difficult !

PERCEPTIONS + STEREOTYPESCats animals doing weird and funny things.

independent, unfriendly, temperamental, dont make good pets, solitary

wonderful companions, they are very loving, and they are very loyal. 8

Candy with the Medicine

A philosophy that recognizes a message is best received within entertainment the candy

Finding the right tone of voice is difficult.

VIDEO!!!!!

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Created a Facebook pageUnsuccessful. A flop11

64 likes

130 post reach9 people engaged

Mostly family & family friends nobody who I didnt ask - 130 post reach BUT limited engagement 9 people engaged 3 people who like, my dad, brother and Nyssa!

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Over 600 followers2,439 profile visits

reach and exposure.

Follow train 13

total of 121 engagements 100 engagements 14

Engaging with people sent a photo of their cat conversationmeme out of.

One of my largest engagements rates conversation

60 engagements Tweet with 3rd largest engagementTrafficOngoing conversations15

Twitter is a cocktail party with an open invitation.- Graham Todd

Twitter is a more open ecosystem because you meet new people all the time

Facebook reach limited to friendsVery personal platform.

Twitter public conversation anonymous

flow in and out of conversations

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Power for page owners to censor things they dont like about them Facebook

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#caturday

#CatBoxSunday

Twitter has searchable conversations.

Posts without hashtags outperform those with hashtags.

Social media platforms become a walled garden disconnected to the open web

Twitter has added native image hosting, native video hosting and awhole stack of cardsto ensure that people spend more time in the stream and less time clicking out to YouTube or Imgur or anywhere else.walled garden where interactions take place primarily Twitter

Fundamentally its advantage exist because it is easy to share interests shared interests

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People are easily distracted - short attention spans forces you to be brief

2) Cat media overload of cat stuff on the Internet look pay attention to my content competing for attention

How do I make my content noticeable? Different?

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Few mini experimentsWhen this is the only mouse you need benefits of owning a cat pest controlThe catfather parody - an offer you cant refuse 600+ followers cat lovers

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Implying emotional benefit appealing - Some people own cats and go on to lead normal lives hit home!

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Insight #2 Create content that resonates with cat owners

Increase engagement resonates with cat ownersRetweet, share all friends goes out! Key influencers

Why encouraging cat adoption - creating content to people who already own cats?!! Few things to consider here

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Internet is a virtual cat park

The Net enables lives that were previously impossible, or inconvenient, or uncommon. Lawrence Lessig cyberspace

It allows cat lovers to have a dedicated space to celebrate cats the way actual, physical dog parks have long given dog lovers a space to celebrate dogs.

drawn to the Internet because they lack other public valves where they can express their affection

Community-building

Network society paradigm a culture of openness and sharing , people are decentralised, organised in networks

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cats have own dedicated social media presence huge Grumpy Cat ,, Lil Bub huge following

LONG TAIL POWER LAW DISTRIBUTION relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail.effect of the technologies that have made it easier for consumers to find niches

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Insight #3 Cat owners are cat enthusiasts Passionate Obsessed Love to talk about their cats!

Travis mentioned a really good point - profiles about cats to adopt This is Dora and Rocky, and Tess what about rescue stories?

Well this could work. Cats owners brand ambassadors - the best people to inspire adoption.

From my own personal experience just watching a video or seeing meme encourage you to adopt a catEmotional, deeper level connection- to their own cats, to other peoples cats

Who is better to inspire other people to adopt than cat owners themselves 25

Collective intelligence power of the masses power of stories! one individual person doing some content generaiton 26

Simple survey

Gatekeeper 27

Aggregating and curating content

Gatekeeper

People find it more enjoyable someone elses take on it.

Particpaotry culture distributed control of the production of content it is hard to get people to be producers of content without any direct gain money ,

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Moving forwardSeed content on WordPress siteContinue to post content and connect with cat owners on Twitter

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Areas to exploreGeo-targeting through Twitters Advanced Search feature Local vs. Global Local: Find a shelter featureGlobal: Larger community

Value - community, find a cat,

Incentive be part of community, have someone write about their cat30

References:http://imageboard.co/13729229-ancient-egyptian-people-drawings.htmlhttps://neoreach.com/5-hidden-psychological-reasons-cats-dominate-the-internethttp://thefeltbird.storenvy.com/products/13682985-how-to-make-your-cat-an-internet-celebrityhttp://www.rspca.org.au/sites/default/files/website/The-facts/Statistics/RSPCA_Australia-Annual_Statistics_2013-2014.pdfhttp://www.rspca.org.au/sites/default/files/website/The-facts/Statistics/RSPCA_Australia-Report_on_animal_outcomes-2013-2014.pdfhttp://www.forbes.com/sites/lewishowes/2012/08/09/how-to-go-viral-on-youtube-the-untold-truth-behind-getting-views/https://jcruz661.wikispaces.com/Dwire+May+Wellnesshttp://socialmediarevolver.com/12-reasons-twitter-better-facebook/http://beta.diylol.com/posts/157521-yeahhhhh-i-m-gonna-need-you-to-come-in-on-caturdayhttp://mindforums.com/wp-content/uploads/2009/02/Attention-economy.jpghttp://www.funnystatus.com/status/the-internet-is-full-of-cats-because-dog-people-actually-go-outside/http://www.charlestonanimalsociety.org/event/coca-cola-cares-paws-refresh/http://simpsons.wikia.com/wiki/Eleanor_Abernathyhttp://www.cat-talk-101.com/I8kL7LWO.xmlhttp://www.huffingtonpost.com.au/2015/04/22/every-home-needs-cat_n_7119652.html?ir=Australiahttps://www.youtube.com/watch?v=wDO4vsmGJjw

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The end! Thanks for listening

@Cat_titudeHQ

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