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.

1. Brands As Humans
©Kyle Scott 2014

2. •
•
•
•
©Kyle Scott 2014

3. ©Kyle Scott 2014

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

5. ©Kyle Scott 2014

6. Source: Pew Research Center, December 2013
©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

9. Source: Pew Research Center, August 2013
©Kyle Scott 2014

10. Source: Pew Research Center, August 2013
©Kyle Scott 2014

11. Source: Mashable
©Kyle Scott 2014

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

14. ©Kyle Scott 2014

15. ©Kyle Scott 2014

16. Source: DoubleClick
©Kyle Scott 2014

17. ©Kyle Scott 2014

18. Source: DoubleClick
©Kyle Scott 2014

19. Source: DoubleClick
©Kyle Scott 2014

20. ©Kyle Scott 2014

21. ©Kyle Scott 2014

22. ©Kyle Scott 2014

23. ©Kyle Scott 2014

24. ©Kyle Scott 2014

25. ©Kyle Scott 2014

26. ©Kyle Scott 2014

27. ©Kyle Scott 2014

28. ©Kyle Scott 2014

29. ©Kyle Scott 2014

30. ©Kyle Scott 2014

31. ©Kyle Scott 2014

32. ©Kyle Scott 2014

33. ©Kyle Scott 2014

34. ©Kyle Scott 2014

35. ©Kyle Scott 2014

36. ©Kyle Scott 2014

37. ©Kyle Scott 2014

38. ©Kyle Scott 2014

39. ©Kyle Scott 2014

40. ©Kyle Scott 2014

41. ©Kyle Scott 2014

42. ©Kyle Scott 2014

43. ©Kyle Scott 2014

44. ©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

46. ©Kyle Scott 2014

47. ©Kyle Scott 2014

48. ©Kyle Scott 2014

49. ©Kyle Scott 2014

50. ©Kyle Scott 2014

51. ©Kyle Scott 2014

52. ©Kyle Scott 2014

53. ©Kyle Scott 2014

54. ©Kyle Scott 2014

55. ©Kyle Scott 2014

56. Brands As Humans
©Kyle Scott 2014