YouTube.

com/SCIENCE
Because the Universe is Pretty Cool

Tuesday, August 9, 2011

Goals
Both long-form and short-form content
News and evergreen
Focus on men and women, 18 to 55
Integration with institutions and publications
80 minutes per month of content
High quality, Low budget, $600 per minute
Tuesday, August 9, 2011

Hank Green
M.S. in Environmental Science
B.S. Biochemistry
Chief Editor of EcoGeek.org
Collaborates with NASA
150,000,000 YouTube video views
Proven record of interest and ability on YouTube
Tuesday, August 9, 2011

Demographics
We will be creating content for the same audience as EcoGeek.org
EcoGeek.org has done demographic analysis and found the following

Male
Female

Income

High School
Grad School

0-30k

12%

30k-50k

33%
67%

43%

50k-100k

45%

100k+
0

7.5 15 22.5 30

50% make purchasing decisions at their workplace

40% have purchased a computer in the last 6 months
Tuesday, August 9, 2011

College

Demographics
Science publications skew male, often more than 2/3rds
Also captures an older audience, SciAm is 50% 35+
Extremely well educated 75% college, 25% grad school
Median income of SciAm readers is $90,000
Science publications demand and receive high CPMs
Tuesday, August 9, 2011

Promotion (social media)

Hank and John Green have
Over 1,000,000 twitter followers
Over 100,000 Facebook Followers
Over 500,000 YouTube subscribers
Over 60,000 Tumblr Followers
They will use these resources to grow and sustain the program
Tuesday, August 9, 2011

Cross-Promotion
We will share and cross promote with our friends at:
Mental Floss Magazine

TreeHugger.com

NASA TV

Scientific American

PBS

Huffington Post

Khan Academy
Large YouTube channels
Discovery
Tuesday, August 9, 2011

Our goal is to provide strong cross promotional opportunities with

these publications. We have personal friendships with editors at these
publications and know that they are always looking for these
opportunities.
We are investigating forming a formal promotional relationship with
several of these publishers.

Promotion (Social Media)

Twitter, Facebook, Tumblr, Google+ Accounts (of course)
Regular posting via a SM strategist following science news
Companion website at Sci.cm
Utilize Relationships at Reddit and with SM Influencers
Post interesting stories and information
Promote user-engagement: Questions, Opportunities, etc.
Tuesday, August 9, 2011

Formats: SciShow News

Tuesday, August 9, 2011

Format: SciShow Evergreen

Tuesday, August 9, 2011

SciShow may also include

Short interviews with scientists
On-location tours showing science at work
Weird Science (Over 1,700 species of bellybutton bacteria)
Policy (NIH to Stop Requiring Scientists to list Financial
Interests)
Science Fact (invisibility cloaks might soon exist.)
Tuesday, August 9, 2011

Formats: Bits (2 min)

Any show these days has to be able to capitalize on news stories as they arise.
If there is an oil spill or an earthquake, if scientists spot water flowing on Mars,
if a new kind of solar panel might revolutionize the world, we will be the first
with the news.
These 2-minute episodes will allow us to hit a topic faster and deeper than any
other video outlet. These will be pushed hard through our social media
presence and loaded with keywords for the news cycle.
If no news is big, we will enjoy finding the science in pop culture, politics,
sports and more.
Tuesday, August 9, 2011

Formats: Learn (2 min)

While riding the daily news cycle wave will satisfy current viewers and foster
growth, Learn segments (possibly in conjunction with the Learn channel
we are pitching) will provide people with short explanations of phenomena
that they may have always wondered about.
How do muscles produce power? How do plants harvest energy? Why do
scientists care about the Higgs Boson? Why do Narwhals have horns? How do
muscles work? Is time travel possible?
This content will be evergreen, exciting and useful for educational professionals
in the classroom. We will produce at least two of these per week, and we will
constantly re-curate them into playlists to keep them active in perpetuity.
Tuesday, August 9, 2011

Proven YouTube Success

Vlogbrothers - 500,000 subs, 150 M views
Truth or Fail - 125,000 subs, 40 M views
Project for Awesome - Charity Event - 40k subs, 5 M views
Hank Games - 40k subs, 3 M views
VidCon - Online video conference 2,500 attendees in 2011

Tuesday, August 9, 2011

Record of Success
Our science videos regularly go viral
They are received well by our community
They are received well by the science community
Many have been viewed more than 1 million times
Often are ever-green and full of good keywords and so
receive views forever.
Popular with women as well as men.
Tuesday, August 9, 2011

Tuesday, August 9, 2011

Budget
Development
Post
Admin

Production
Marketing

10%2% 15%
33%

Tuesday, August 9, 2011

40%