case study: "scaling social content: how the clorox company stays social across 15+...

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