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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