Social Media Marketing

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I was invited to teach a class on social media marketing to a high school marketing class and an entrepreneurship class in 2013 and 2014, drawing on my experience managing the NBC News Education Nation social media accounts.

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Social Media Marketing

  1. 1. Brands As Humans ©Kyle Scott 2014
  2. 2. • • • • ©Kyle Scott 2014
  3. 3. ©Kyle Scott 2014
  4. 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. 5. ©Kyle Scott 2014
  6. 6. Source: Pew Research Center, December 2013 ©Kyle Scott 2014
  7. 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. 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. 9. Source: Pew Research Center, August 2013 ©Kyle Scott 2014
  10. 10. Source: Pew Research Center, August 2013 ©Kyle Scott 2014
  11. 11. Source: Mashable ©Kyle Scott 2014
  12. 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. 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
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  16. 16. Source: DoubleClick ©Kyle Scott 2014
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  18. 18. Source: DoubleClick ©Kyle Scott 2014
  19. 19. Source: DoubleClick ©Kyle Scott 2014
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  45. 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. 46. ©Kyle Scott 2014
  47. 47. ©Kyle Scott 2014
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  56. 56. Brands As Humans ©Kyle Scott 2014

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