Strategy & Emerging Platforms
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As social views became a priority KPI for Nickelodeon, I worked to identify opportunities for increased views with limited additional content and found that by increasing the amount of accounts publishing Instagram Stories, viewership on infeed content on those channels also increased.
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Since implementing this Instagram Story expansion strategy, Nickelodeon has seen a +74% YoY increase in views on Instagram
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In 2017, I led the launch of Nickelodeon’s Facebook Watch channel strategy, starting with the series NSFW which focused on Facebook’s platform recommendations. Through 2018 we continued to test performance of watch pages with 3 additional launches including Nickelodeon's On This Day which has driven over 715M views on Facebook, and over 15M views as an adapted IGTV series.
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In 2018, Facebook Watch content drove 44% of Nickelodeon’s social views, with accounts seeing an average increase of +350% more views per video.
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With the social and digital landscape constantly changing, it’s important to continually evaluate and evolve social platform strategies. Whether it’s an algorithmic change, new platform feature, or emerging platform that focuses on a brand’s target audience, I have extensive experience developing data-driven strategies that provide results.
Brand Identity & Fan Engagement
Above everything else, social media is a platform for conversation and having a clear brand voice and active fan engagement strategy are key components in a successful social presence. In addition to helping establish unique social voices for the brands that I’ve worked with, I also have experiencing managing publishing and fan engagement teams to ensure that our brand voice is
maintained with every post and reply.
WHY YOU SHOULD MAKE FAN ENGAGEMENT A PRIORITY:
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CREATE BRAND LOYALTY Put the SOCIAL in SOCIAL MEDIA. Have a 2-way conversation with your audience so they don't see you as a corporate account, but as a relatable brand worth engaging with
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GROW YOUR FOLLOWING Expand your reach by engaging with fans who aren't directly engaging with your accounts. If they aren't tagging you in relevant content, you have to assume they don't know you exist
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BRAND HEALTH The more you engage with your audience, the more they'll want to engage with you and your content, keeping your brand top-of-mind and relevant in the social ecosystem
Social Best Practices
In 2019, the average social media user was thumbing through over 300 FEET of content on their feed daily. In order to make sure your content stands out, it’s important to continue to test and adhere to platform best practices. As a data-driven social director, I strive to find the content features that provide the highest opportunity for success and deliver those insights to creative teams in an actionable way.
For example, the Nickelodeon creative team asked if creating a video in multiple specs for each platform was worth the additional producer hours, and whether keeping a 16:9 video was acceptable. After performing an A/B test with the same video on Facebook, we were able to show the team the increased views and engagements gained by the effort of providing platform specific specs.
