ISM Episode 25: Nickelodeon’s Julie Sun on Connecting with Your Customers Online

Julie Sun NickNickelodeon’s Julie Sun, Senior Director of Audience Development, is my guest this week on The Inside Social Media Podcast, as my journey to connect with the biggest brands in the world and share with you how you can model and adapt their social media insights and strategies continues.

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More About This Show

When it comes to Nickelodeon and social media, they are everywhere.  And I mean, e-v-e-r-y-w-h-e-r-e.

They have their TV properties, but they also have web properties, apps and games.  They have retail merchandise and they’re even on the Nook and Kindle Fire.  I think I may even be missing a few.

Why do they have such a broad strategy?  They’re firm believers that they should meet their audience where they are, not wait for their audience to come to them.

When I first started researching the Nickelodeon social media strategy before having them on the show, I thought they were only about reaching kids.  But they’re so much more than that.

In addition to kids, their primary audience is teens, families and moms — which explains why they’re on so many different platforms.

If you want to interact with and engage your customers, you must be where they are.

(Click to tweet this!: Don’t wait for your audience to come to you.  Create experiences around your brand where your customers are.)

In today’s show, you’ll learn:

  • How Nickelodeon uses feedback from their audience to determine what type of programming and content they put out, and strategies for how you can do the same for your business.
  • The biggest mistake businesses are making with social media right now, and by knowing what it is you’ll be way ahead of your competitors.
  • Why you would never put a radio ad on TV yet some businesses employ this strategy in social media.
  • Julie gives a great example of a brand using social media really smartly, goes into why it’s so smart, and how small businesses should be all over a similar strategy.
  • You’ll also hear Julie’s top 3 tips for a business just starting out in social media.

Episode Resources

Click Here to Connect with Julie on LinkedIn

Connect with Nickelodeon on:

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INSIDER SHOW NOTES: Model Julie’s Nickelodeon Social Media Success 

  • Always start with a goal in mind.  Everything you do revolves around this goal.
  • Don’t use social media to shout your sales message.  You would never put up a radio ad on TV, as is, right?
  • One of the biggest mistakes small businesses make is they don’t use the right social channel to accomplish their communications objective.

Connecting With Your Audience Online…

  • Think about what you want to accomplish and then determine which social platform will allow you to do that.
  • You NEED to understand how people use the different social channels.  Then, you apply your business objective on top of it.
  • Don’t wait for your audience to come to you.  Create experiences around your brand in the places where your customers are.
  • Ask your customers where they are hanging out online so you can be sure you are there too.  Don’t always be focused on the sale so much.  Take the time to interact with and ask your customers.
  • One strategy for breaking through the “noise” on Twitter is to be consistent and not afraid to be yourself.
  • When you determine the social channels your audience is on, the next step is to understand how each of the channels work.  Then you can start testing using each of them to see what works for your business.

Creating Content for Your Audience…

  • Don’t post something on one social platform, like Facebook, that also goes out on other social channels. Each channel has it’s own purpose and voice.
  • Create great first impressions of your business on the various social channels you’re using.
  • Give behind-the-scenes looks into your business.  Create deeper conversations about your business.
  • Facebook is all about posting great images and videos.  They work best for engagement.
  • Regardless of the social channel you’re using, test posting things at different times and days to see what gets the most engagement.  The idea is to offer the right message to the right person at the right time. Think about how you are helping your audience with your content.

Top 3 Things Julie Would Do to Start in Social Media…

  • Understand your goal and be able to answer what success looks like for YOU in the end.  Write down on the wall what your budget and goal is.  It will help set expectations and keep you focused and motivated.
  • Don’t compare yourself to other businesses and what they’re doing.  
  • Know what your “hook” is.  This is what separates you from your competitors.  You can then use this hook when you determine which social channels you’re going to use to get you closer to your goal.

Measuring Your Social Media Efforts…

  • Use the free tools and insights that are part of the social channels that we all have access to.
  • If you are looking through data from your social media campaigns, make sure you have a specific question in mind that you want answered from the data.  This will help you determine whether the data answers your question or not.