helenlee510 Group Manager Social Media The Clorox Company Whats the point of tweeting about your lunch They add up to a bigger story But you cant tell a cohesive brand story when youre dealing with ID: 635230
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Slide1Slide2
How Clorox Scales Content Across Our Organization
@helenlee510
Group Manager, Social Media
The Clorox CompanySlide3
What’s the point of tweeting
about your lunch?Slide4
They add up to a bigger storySlide5
But you can’t tell a cohesive brand story when you’re dealing with…
Many
brands
Disparate
tools
Multiple platformsSlide6
Tactic 1. Bring (some of) it inSlide7
Brands must own long-term relationships w consumersSlide8
Tactic 2: Create internal efficienciesSlide9
First, empower the team
(it’s okay…this didn’t happen overnight)Slide10
Plan content in batches to save time for real-time
opps
Back-pocket content
2
mos
in advance
Idea banks
with regular team brainstormsDesign templates for graphics and pins
Content
themes & buckets
Jr. graphic designers for day-to-day content executionBatch ed cals by division (cleaning vs specialty)Bimonthly photo shootsSlide11
Break down silosSlide12
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 infrastructureWilling to grow with usSlide13
Tactic 3.
Be strategic
(aka Be scrappy)Slide14
Listen to learn
Who are they?
What are they looking for?
Are they talking about you?Slide15
Then go where they are
Mobile first
Choose platforms & metrics wisely
Know who they are & if they’re the right peopleSlide16
User-generated
c
ontentSlide17
Measure to optimize creative
318 link clicks
66 link clicksSlide18
Don’t forget to amplify
Influencers
Viral lift
Pay wiselySlide19
4 Tactics .. and additional reading
Bring (some of) it in
Focus on efficiencies
Be strategic
Do your homeworkSlide20
7 Subjects for Scaling Content and SocialSlide21
Thank You!
@helenlee510
@
jimrudden