Date post: | 18-Nov-2014 |
Category: |
Technology |
Upload: | imedia-connection |
View: | 1,017 times |
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How Clorox Scales Content Across Our Organization
@helenlee510Group Manager, Social Media
The Clorox Company
What’s the point of tweetingabout your lunch?
They add up to a bigger story
But you can’t tell a cohesive brand story when you’re dealing with…
Many brands
Disparate tools
Multiple platforms
Tactic 1. Bring (some of) it in
Brands must own long-term relationships w consumers
Long term (brand)
Short term
(agencies)
Social success
Tactic 2: Create internal efficiencies
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
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
Break down silos
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
Tactic 3.Be strategic
(aka Be scrappy)
Listen to learn
Who are they?
What are they looking for?
Are they talking about you?
Then go where they are
• Mobile first• Choose platforms & metrics wisely• Know who they are & if they’re the right
people
User-generated content
Measure to optimize creative
318 link clicks 66 link clicks
Don’t forget to amplify
Influencers
Viral lift Pay wisely
4 Tactics .. and additional reading
• Bring (some of) it in• Focus on efficiencies• Be strategic• Do your homework
7 Subjects for Scaling Content and Social
Thank You!
@helenlee510@jimrudden