ZOO ATLANTA SOCIAL MEDIA PLAN AND DELIVERABLES Planning Outline Brief Overview of Current Social Media Efforts:

Zoo Atlanta is active on social media. They have 106,672 likes on Facebook and 1,192 Twitter followers. They are also active on YouTube, Google+ and Instagram. They participate in two-way symmetrical communication by responding to their publics posts and Tweets. However, the Zoo is not utilizing social media to its full capacity. They are not implementing the best practices on Facebook and Twitter because their purposes on both social media channels are almost purely promotional. For better and more efficient interaction with their publics, the Zoo should not only post items that are specifically related to Zoo Atlanta, but they should also post articles and photos that relate to their industry, such as articles relating to environmentalism, news from other zoos, conservation news and new articles about animal research. Zoo Atlantas blog is severely limited. There is a blog, but it is not easily visible from their website homepage and it is purely a keeper blog, which consists of posts from the zookeepers about the day-to-day care of specific animals. To reach the general public, the Zoo should create a blog that consists funny or poignant stories from the Zoo staff and other things that might interest Zoo Atlanta visitors, such as important zoological discoveries, news about other Atlanta attractions and seasonal posts. The Conversation About Zoo Atlanta: The conversation about Zoo Atlanta could be considered largely neutral. According to socialmention.com, out of 307 online mentions, 32 were positive, 8 were negative and 267 were neutral.

Zoo Atlanta Online Impressions

(According to socialmention.com)
300 250 200 150 100 50 0 Positive Negative Neutral

However, the neutral messages actually serve as positive publicity for Zoo Atlanta. Many of the Tweets about Zoo Atlanta do not specifically say positive things about the Zoo, but they consist of photos of Zoo animals with humorous or endearing captions. Thus, while these posts are technically neutral towards the Zoo, they actually serve as positive publicity.

There are no negative reviews visible on the Zoos Facebook page, at least within the last year. There are many positive reviews, which serve as third-party endorsements. According to socialmention.com, the Zoo is mentioned once per hour on average. This is obviously positive for the brand, as most posts serve as free publicity for the Zoo. Strategic Plan Program Objectives: To increase positive online perceptions of Zoo Atlanta. To promote Zoo Atlantas conservation and research efforts and encourage people to donate to fund them. Target Publics: Potential donors Zoo Atlanta members and current Zoo visitors Potential Zoo visitors who live in the metro-Atlanta area Tourists Theme: The theme for this campaign is to promote Zoo Atlantas conservation and research efforts. The end goal is to increase donations to the Zoo. The Zoo participates in many conservation and research programs, including the Association of Zoos and Aquariums Species Survival Plan, giant panda conservation and behavioral research involving great apes. Many potential Zoo visitors may be unaware that the Zoo participates in such extensive conservation and research efforts. By promoting this fact, the Zoo can increase its publics positive perceptions of the brand. Also, raising awareness about the Zoos environmental efforts could increase donations to the Zoo, which are vital for funding more research and environmental efforts. Key Influencers Kasim Reed, the mayor of Atlanta: The support of Reed is vital to the success of the Zoos campaign. Reed is a well-respected and well-known individual in the metro Atlanta area. Therefore, an endorsement from him would encourage key publics to support the Zoo as well. Debbie Michaud, editor-in-chief on Creative Loafing Atlanta: Creative Loafing Atlanta is known as an authority on what to do in Atlanta. By reaching Michaud and receiving coverage on the Creative Loafing Atlanta website, Zoo Atlanta could build its brand reputation and increase attendance to the Zoo. Deron David, Georgia state director of The Nature Conservancy: The Nature Conservancy promotes nature conservation and the preservation of life. If Zoo Atlanta were able to associate the Zoo with The Nature Conservancy, they have the potential to reach one of their important target publics: potential donors. Visitors who are already on the site are probably interested in sustainability and conservation, which makes them more likely to donate to the Zoo.

Implementation Social Media Platforms: Blog: Zoo Atlanta should create and maintain a blog catered to their publics interests. The blog would facilitate two-way symmetrical communication between the Zoo and their publics by inviting the readers to read and respond to posts. The Zoo can generate posts based on what messages they would like to distribute and what they believe their audience would find interesting. If the Zoo succeeds in posting non-promotional content that their audience can engage with, they will form a deeper connection between themselves and their publics. Twitter: Twitter is important to the campaign because, like the blog, it will allow Zoo Atlanta to engage in true two-way symmetrical communication with their publics. By posting content not only advertising the Zoo, but also related news and photos, the Zoo will increase their credibility with their publics. It is also important that administrators of the Zoo Atlanta Twitter respond promptly to tweets directed at the Zoo or about the Zoo. To thank their publics, especially outstanding comments about the Zoo should be retweeted and the user should be thanked for their support. This two-way interaction with publics is vital for the success of the Zoos message: that conservation and research efforts at the Zoo are important and that the Zoo deserves their publics donations. Pinterest: Pinterest is an important element of this campaign. Audiences prefer visual storytelling to pages of print. When it comes to todays reader, a picture really is worth a thousand words. By creating Pinterest boards that stimulate the readers interest in conservation, research, sustainability and environmentalism, the Zoo can help their publics to develop the mindset necessary to want to donate to fund the Zoos conservation and research efforts. Hashtags/ Keywords: #WorthyCause #ThroughGlass #ZAPics #PandaConservation #ZAResearch #DonateToZooATL #ZAPrimateResearch #WhyYouShouldCare #HowYouCanHelp

ZOO ATLANTA: PINTEREST EDITORIAL CALENDAR January Category 1 Cute animal photos to beat the winter blues February Videos of proposals involving animals or zoos Animal love stories Golden lion tamarin conservation March Tips to go green this spring April April showers tips for conserving your water Endangered animal facts United against the ivory trade: save the elephants Deforestation: how it can be prevented and how Zoo Atlanta is helping

Category 2 Category 3

Zoo Atlantas Best of 2012 Panda Conservation news from China

Baby animal photo madness Green sea turtle conservation

Category 4

Orangutan behavioral research

Gorilla social research

Top 20 best visitor-generated Zoo Atlanta photos

Zoo Atlanta Tweets Schedule Dec. 25, 2013, 1:01 p.m.: Merry Christmas from all of your friends at #ZooATL! Dont forget your furry friends this Christmas. Dec. 26, 2013, 1:01 p.m.: We love @World_Wildlife_Fund. Great place to donate to help support giant pandas in the wild. #WorthyCause Donate here: http://bit.ly/1byOgKd Dec. 27, 2013, 1:01 p.m.: New Years Resolution idea: Go green next year or help out endangered animals. #HowYouCanHelp #DonateToZooATL http://bit.ly/18n5JXQ Dec. 28, 2013, 2:01 p.m.: @ZooLover: We are so glad that you enjoyed your first visit to Zoo Atlanta. Come back and see us & the animals soon! Dec. 29, 2013, 12:01 p.m.: We think so, too! RT @PandaFun: The panda twins are unBEARably cute! #ZAPandaCubs #ThroughGlass Pic.twitter.com/wLch7dF Dec. 30, 2013, 1:01 p.m.: The harmful effects of deforestation on animals and humans #WhyYouShouldCare http://bit.ly/1hNRoHb Dec. 31, 2013, 1:01 p.m.: #ZooATL fans, how do you plan to celebrate your New Years Eve? #NYE2013 Jan. 1, 2013, 12:01 a.m.: Welcome to 2014! Check out our #ZAGorillas signing Happy New Year to you. #ZAPrimateResearch Pic.twitter.com/gLch89W Jan. 1, 2013 1:01 p.m.: Memphis Zoos #GiantPandas are contributing to biofuels research. How? With their... waste. Weird, but true! http://bit.ly/1e6Y3f6 Jan. 2, 2013, 1:01 p.m.: Beat the winter blues- we dare you to look at these baby animals and not smile. #ZAPics #ZABabies http://bit.ly/1f8N7tO

Zoo Atlanta Blog Post

If youve ever been to Zoo Atlanta in the spring, you may have wondered whether some tiny little monkeys have escaped their cages. Our golden lion tamarins roam freely in trees during the spring months, to the delight of Zoo visitors. The Zoo is currently one of only three zoos that allow the tamarins to range freely. These adorable little wise-faced, ginger-maned primates are a favorite with all of our visitors. Unfortunately, their relatives around the world are in danger. Tamarins are an endangered species, but we are working with our partners to save the lion-like little monkeys.

Golden lion tamarins, which are native to Brazil, have many natural predators, such as jaguars, hawks and large snakes. However, the main threat to the species is habitat loss caused by human expansion and agricultural activities. Tamarins live in the rainforest in Brazil, which has been diminished to merely 8 percent of the original forest. Of the remaining 8 percent, only 3 percent of the forest is suitable for golden lion tamarins habitats.

Thirty years ago, the wild population of golden lion tamarins was fewer than 200. Today, due to years of conservation efforts, the estimated wild population of golden lion tamarins is 1,600. We at Zoo Atlanta take pride in our participation in these conservation efforts in conjunction with Associao Mico-Leo-Dourado Golden Lion Tamarin Association. We participate through the Golden Lion Tamarin Conservation Program (GLTCP), which is an international effort that focuses on conserving the tamarins and their habitat. The Zoos involvement with the GLTCP began in 1992 as one of several zoos where captive-born golden lion tamarins were allowed to range freely on the grounds to prepare for their eventual release into the protected wild in Brazil. In the late 1990s, we sent two groups of tamarins to Brazil. Since then, the program has released 147 captive-born tamarins into the protected forests of Brazil. After 30 years of conservation efforts by the GLTCP, reintroduced tamarins now make up about 50 percent of the current population in the wild.

In order for the wild population of these leonine primates to remain self-sustaining, their population must increase to 2,000 by the year 2025. In order for this to occur, their habitat must be expanded to connect the fragments of remaining rainforest and Brazilian locals must be instructed in sustainable agricultural practices and conservation awareness. To aid in these efforts, Zoo Atlanta helped to fund forest construction to connect fragmented areas of habitat. We also endowed an internship to train Brazilian teachers to encourage actions to promote tamarin conservation both within the schools and within the community as a whole. Without active conservation efforts, golden lion tamarins could cease to exist in the wild. In todays ever-expanding world, species go extinct every day, oftentimes due to human expansion. With a little

awareness, conservation and education facilitated by the GLTCP, these furry little guys could flourish in the wild. Here at Zoo Atlanta, we love golden lion tamarins and we are proud of our participation in the GLTCP, which is just one of the many conservation and research programs in which we participate. To donate and help facilitate conservation of many different species, including the golden lion tamarin, visit www.zooatlanta.org. What is your favorite endangered animal or animal conservation organization? Posted by Chelsea Hollifield, Public Relations Assistant, Zoo Atlanta

Zoo Atlanta Social Media Press Release

Zoo Atlanta Contact: Chelsea Hollifield Chollif2@zooatl.org

Event Contact: Chelsea Hollifield Chollif2@zooatl.org

Media Contact: Chelsea Hollifield Chollif2@zooatl.org

For Immediate Release Zoo Atlanta to Host First Annual Conservation Ball in March All proceeds from the event will directly benefit the Zoos conservation and research efforts. ATLANTA (Dec. 26, 2013) - On March 20, from 6:30 p.m. to 11 p.m., Zoo Atlanta will host its first annual Spring for the Animals Ball (SAB), a formal event dedicated to funding the Zoos research and conservation efforts. Tickets include open beer and wine bars throughout the event, light hors doeuvres from local restaurants, exciting animal encounters, live Atlanta bands and dancing. A silent auction will be held at 9:30 p.m. during the event. Special animal encounters at the Zoo (to be redeemed at a later date) will be auctioned off and all proceeds will go directly toward the Zoos research and conservation efforts, including the giant panda conservation program, primate research and the Association of Zoos and Aquariums Species Survival Program, in which Zoo Atlanta is an active participant. Tickets to the SAB are available through the Zoo Atlanta website, www.zooatlanta.org. Tickets cost $70 for Zoo members and $80 for non-members. VIP tickets are available for $130 and include private seating, a free glass of champagne and a special animal feeding opportunity. Formal attire is required for the SAB. Photos will be taken throughout the night and will be available for purchase online after the event. All proceeds from the photo sales will benefit the Zoos conservation and research efforts. The FAB is open to guests 21 and up only. The Zoo will close early on March 20 and will only be open to ticket holders during the event.

Zoo Atlanta, located in historic Grant Park in downtown Atlanta, is a private, nonprofit corporation operated by Atlanta Fulton County Zoo Inc. The Zoo is accredited by the Association of Zoos and Aquariums (AZA) and maintains a collection of more than 1,500 animals from around the world. The Zoo takes great pride in its extensive research and conservation efforts, including participation in the AZA Species Survival Plan, giant panda conservation and primate conservation and research. The Zoo is open year-round except on Thanksgiving and Christmas Day. For more information, please visit our website at http://www.zooatlanta.org/.