reaching new audiences through social media - russ rader, iihs

iihs.org

Reaching new audiences through social mediaGlobal NCAP Meeting Brasilia, BrasilNovember 15-17, 2015Russ RaderSenior Vice President, Communications

TV broadcasts and viewers2003 vs. 2013

2003 20130

500

1,000

1,500

2,000

2,500

broadcasts

2003 20130

20

40

60

80

100

120

140

viewers (millions)

Network evening news ratings have declinedAverage number of viewers per night (millions), 1980 vs. 2014

1980 20140

10

20

30

40

50

60

Network evening news audiences by age groupPew 2012

18 to 29 30 to 49 50 to 64 65+0

10

20

30

40

Among online adults, percent using TwitterBy age group, Pew 2015

18 to 29 30 to 49 50 to 64 65+0

10

20

30

40

Our social media outlets

Twitter– General news feed

YouTube– Video repository including crash tests and educational clips

IIHS.org– Centralized hub for highway safety research and vehicle ratings

IIHS twitter page @IIHS_autosafety

IIHS Twitter subscribers and monthly viewsAs of November 5th, 2015

subscribers 7,981

average monthly views 220,000

Twitter activity after recent MTV music awards

Showcasing IIHS content

Showcasing IIHS content

Showcasing IIHS content

IIHS YouTube page

YouTube subscribers and viewsAs of November 5th, 2015

IIHS Consumer Reports0

40

80

120

160

Subscribers (thousands)

IIHS Consumer Reports0

102030405060708090

100

views (millions)

YouTube awardfor surpassing

100,000 subscribers

IIHS homepage

Key benefits of implementing social media strategies

Helps to amplify a message Valuable tool for reaching untapped audiences Serves as a news service and story-idea stream for media followers

iihs.org

More information and links to our YouTube channeland Twitter feed at iihs.org