Brands as Humans Social Media Strategy

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The document discusses how brands can connect with audiences on a human level through social media. It provides statistics on social media user rates and comparisons of costs for social media ads versus traditional TV and newspaper ads. Brands are advised to engage authentically with customers and fans online through conversations in order to build relationships.

Business

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Live television program: “Teacher Town Hall” with panel discussions and interviews with teachers about
improving American education
Live audience
Goals:
– Drive tune-in
– Create a grassroots conversation about education
©Kyle Scott 2014

Source: Pew Research Center, December 2013

©Kyle Scott 2014

196,000,000

112,000,000

21,700,000

13,200,000
1,600,000

Social Media Users 2014 Superbowl Avg. 2013 Sunday
Viewers
Night Football
Viewers

Avg. Big Bang Wall Street Journal
Theory Viewers Daily Circulation
©Kyle Scott 2014

$4,000,000

$0.24

$0.04

$316,912

$0.00
$0
Social Media
Advertisement

$593,694
$0.03

30s Superbowl
Spot

$0.02

30s Sunday Night
Football Spot

30s Big Bang
Theory Spot

$386,866

Full Page, Color
WSJ ©Kyle Scott 2014
Ad

Source: Pew Research Center, August 2013

©Kyle Scott 2014

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71% of Internet users
1.23 B “active users”
81% of active users from outside U.S.

Source: Pew Research Center, August 2013
Mashable
Facebook

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•
•

18% of Internet users
241 M “active users”
High AA adoption: 22% of AA vs. 16%
of whites; 40% of AAs 18-29 use
Twitter vs. 28% of whites

©Kyle Scott 2014

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21% of Internet users
8% of men / 33% of women
80% of Pinterest users are female
Users skew affluent

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Source: Pew Research Center, August 2013
TechCrunch

22% of Internet users
24% of men / 19% of women
24% of 50-64 year-olds; 15% of 18-29
year-olds
38% of those making $75,000+; 38%
of college+ grads

©Kyle Scott 2014

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4. • • • Live television program: “Teacher Town Hall” with panel discussions and interviews with teachers about improving American education Live audience Goals: – Drive tune-in – Create a grassroots conversation about education ©Kyle Scott 2014

7. 196,000,000 112,000,000 21,700,000 13,200,000 1,600,000 Social Media Users 2014 Superbowl Avg. 2013 Sunday Viewers Night Football Viewers Avg. Big Bang Wall Street Journal Theory Viewers Daily Circulation ©Kyle Scott 2014

8. $4,000,000 $0.24 $0.04 $316,912 $0.00 $0 Social Media Advertisement $593,694 $0.03 30s Superbowl Spot $0.02 30s Sunday Night Football Spot 30s Big Bang Theory Spot $386,866 Full Page, Color WSJ ©Kyle Scott 2014 Ad

12. • • • 71% of Internet users 1.23 B “active users” 81% of active users from outside U.S. Source: Pew Research Center, August 2013 Mashable Facebook • • • 18% of Internet users 241 M “active users” High AA adoption: 22% of AA vs. 16% of whites; 40% of AAs 18-29 use Twitter vs. 28% of whites ©Kyle Scott 2014

13. • • • • 21% of Internet users 8% of men / 33% of women 80% of Pinterest users are female Users skew affluent • • • • Source: Pew Research Center, August 2013 TechCrunch 22% of Internet users 24% of men / 19% of women 24% of 50-64 year-olds; 15% of 18-29 year-olds 38% of those making $75,000+; 38% of college+ grads ©Kyle Scott 2014

45. • • • Live television program: “Teacher Town Hall” with panel discussions and interviews with teachers about improving American education Live audience Goals: – Drive tune-in – Create a grassroots conversation about education ©Kyle Scott 2014