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How Clorox Scales Content Across Our Organization

How Clorox Scales Content Across Our Organization. @helenlee510 Group Manager, Social Media The Clorox Company. What’s the point of tweeting about 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

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How Clorox Scales Content Across Our Organization

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  1. How Clorox Scales Content Across Our Organization @helenlee510 Group Manager, Social Media The Clorox Company

  2. What’s the point of tweetingabout your lunch?

  3. They add up to a bigger story

  4. But you can’t tell a cohesive brand story when you’re dealing with… Many brands Disparate tools Multiple platforms

  5. Tactic 1. Bring (some of) it in

  6. Brands must own long-term relationships w consumers

  7. Tactic 2: Create internal efficiencies

  8. First, empower the team(it’s okay…this didn’t happen overnight)

  9. 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 edcalsby division (cleaning vs specialty) • Bimonthly photo shoots

  10. Break down silos

  11. 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

  12. Tactic 3.Be strategic(aka Be scrappy)

  13. Listen to learn Are they talking about you? What are they looking for? Who are they?

  14. Then go where they are • Mobile first • Choose platforms & metrics wisely • Know who they are & if they’re the right people

  15. User-generated content

  16. Measure to optimize creative 318 link clicks 66 link clicks

  17. Don’t forget to amplify Influencers Viral lift Pay wisely

  18. 4 Tactics .. and additional reading • Bring (some of) it in • Focus on efficiencies • Be strategic • Do your homework

  19. 7 Subjects for Scaling Content and Social

  20. Thank You! @helenlee510 @jimrudden

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