How Clorox Scales Content Across Our Organization
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Transcript of How Clorox Scales Content Across Our Organization
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How Clorox Scales Content Across Our Organization
@helenlee510Group Manager, Social Media
The Clorox Company
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What’s the point of tweetingabout your lunch?
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They add up to a bigger story
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But you can’t tell a cohesive brand story when you’re dealing with…
Many brands
Disparate tools
Multiple platforms
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Tactic 1. Bring (some of) it in
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Brands must own long-term relationships w consumers
Long term (brand)
Short term
(agencies)
Social success
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Tactic 2: Create internal efficiencies
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First, empower the team(it’s okay…this didn’t happen overnight)
2010: Agencies
• No unified process or guidelines
2011: Build new capes in house
• Legal training• Prepared
responses• Escalation
guidelines• Integration
with consumer affairs
2012: Centralized group
• Voice documents
• Content strategies
• Testing plans
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Plan content in batches to save time for real-time opps
• Back-pocket content 2 mos in advance• Idea banks with regular team brainstorms• Design templates for graphics and pins• Content themes & buckets• Jr. graphic designers for day-to-day content
execution• Batch ed cals by division (cleaning vs specialty)• Bimonthly photo shoots
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Break down silos
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Give them the right tools to help scale…Spredfast
Our Requirements:
Consolidate multiple social channels into one social inbox
Monitor, moderate, and respond to every customer post
X-functional workflow Surface actionable insights &
automate reporting Quickly respond to product
updates Scalable & flexible for our internal
infrastructure Willing to grow with us
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Tactic 3.Be strategic
(aka Be scrappy)
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Listen to learn
Who are they?
What are they looking for?
Are they talking about you?
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Then go where they are
• Mobile first• Choose platforms & metrics wisely• Know who they are & if they’re the right
people
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User-generated content
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Measure to optimize creative
318 link clicks 66 link clicks
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Don’t forget to amplify
Influencers
Viral lift Pay wisely
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4 Tactics .. and additional reading
• Bring (some of) it in• Focus on efficiencies• Be strategic• Do your homework
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7 Subjects for Scaling Content and Social
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Thank You!
@helenlee510@jimrudden