Holmes Report 02 May 2011 // 11:00PM GMT
According to research conducted by Ketchum, moms are online at least five times a day. So, in 2009 Clorox took a digital leap of faith and created social media platforms on Facebook and Twitter to reach this primary audience – and to be the first to do so among key competitors (Lysol, Purell, etc.). Clorox utilized the platforms to engage moms in a dialogue about cleaning and to serve as resources for life’s daily tasks. For Clorox, it was not simply a matter of creating social media platforms; rather, it was about creating online platforms that would engage and serve as resources to the online mom community.
Ketchum developed an extensive and ongoing strategic approach (a “recipe for engagement”) for the Clorox Facebook and Twitter platforms to help facilitate Clorox’s first-ever move to the social media space. This “recipe for engagement” included:
• Editorial balance
o Develop content that is 60 percent branded (cleaning behavior focused); 40 percent unbranded
• Editorial maintenance
o Post 3 to 5 times a week on Facebook; multiple times a day on Twitter
• Editorial response
o Allow fans and brand advocates to direct the conversation before correcting comments
Perhaps most successful on Facebook, Clorox launched its first-ever cause related partnership with The Children’s Health Fund (CHF), a national non-profit organization committed to providing ongoing health care to disadvantaged children. Through this partnership, Clorox committed to donating an additional dollar to CHF for each new “like” on the Clorox Facebook page, helping Clorox reach its goal of 100,000 “likes.” On Twitter, Clorox hosted a series of Twitter parties, helping to cultivate important relationships with notable mom bloggers that lead to a Twitter list of more than 350 bloggers.
Ongoing research coupled with Ketchum’s strategic approach to managing Clorox’s Facebook and Twitter platforms garnered nearly 180,000 “likes” on Facebook, to date. Of those users, 94 percent are female and 73 percent of them fall within the mommy “sweet spot” – ages 25 to 54. Likewise, Clorox has more than 3,700 followers on Twitter, including Stuart Elliott of The New York Times and notable mom bloggers like Consumer Queen and Resourceful Mommy.
To create first-ever engaging social media platforms for Clorox on Facebook and Twitter that reached Clorox’s primary target audience (moms), drove conversation and reinforced the importance of cleaning behavior (disinfecting, use of bleach, laundry habits).
To ensure the platforms were compelling to moms online, Ketchum needed to conduct a series of pulse checks to evaluate what drew moms online and what “worked” for Clorox on Facebook and Twitter.
What Drew Moms Online
• Ketchum Online Moms Research looked at moms in the digital space and found that:
o Sixty-three percent of moms are active on social media networking sites, particularly Facebook and Twitter.
o Moms use technology to stay connected to family and converse with other moms.
o Moms share information on social networks they deem worthy of sharing and also create content meant to be shared with others.
o Much of moms’ online behavior is driven by their children; many are looking for information on caring for and protecting their children.
o While moms are always seeking more information online, they reject the inauthentic.
What Worked for Clorox on Facebook and Twitter
• Clorox Facebook and Twitter engagement research evaluated posts Ketchum developed and put live over the course of a six-month period and determined the following:
o Separate content should be developed for each platform that mirrors its core benefits.
? Example: Ask questions on Facebook; post sharable content on Twitter.
o Cause-related, fun and simple questions appeal to those who “like” the Clorox Facebook page; tips and advice appeal to Clorox followers on Twitter.
o Messages should not stay clear of political or controversial topics.
• Increase Clorox’s presence in the social media space.
o Develop communities for Clorox on Facebook and Twitter
• Create platforms for Clorox on Facebook and Twitter that engage moms in a dialogue about cleaning and serve as resources for life’s daily tasks.
• Evaluate platforms on an ongoing basis to illustrate engagement with the target audience.
• Create a “recipe for engagement” for the Clorox Facebook and Twitter communities.
• Develop relevant and response-driven editorial content.
• Leverage cause partnerships to drive Facebook fan base; develop cutting-edge tactics on both platforms.
• Utilize key influencer relationships to drive engagement and fan/following base.
• Conduct content audits on an ongoing basis to determine successes and key learnings; leverage
Facebook insights tool to merchandise results back to Clorox.
In an incredibly regulated environment, Ketchum helped Clorox launch its first-ever Facebook and Twitter platforms and developed:
• Editorial Calendars: Ketchum developed bi-monthly editorial calendars for Facebook and Twitter posts. In every calendar, Ketchum ensured that posts were 60 percent branded and 40 percent unbranded, including posts for particular campaigns, seasonal happenings, news, events and more. In many cases, posts tied back to cleaning behavior. Ketchum revisited the editorial calendars often to incorporate key learnings captured when moms were most responsive.
• Response Protocol/Q&A: Ketchum developed a response protocol to help guide conversation, when needed. A “stop light” approach helped set guidelines for responding to fans and helped conversation on the platforms develop naturally. If fan comments warranted responses, Ketchum referenced a legally
• CHF Partnership: Ketchum developed a creative, cause-oriented call-to-action on Facebook to drive “likes” and awareness of Clorox’s partnership with the non-profit. Ketchum helped create an interactive tab featuring a shareable badge and videos.
• “Ask the Expert” Session/Twitter Parties: Ketchum hosted “virtual chats” on Facebook and Twitter to inform fans/followers of Clorox programs and to drive more fans/followers to the platforms.
• Ongoing Research/Maintenance: Ketchum evaluated the social media platforms regularly to ensure both quantitative and qualitative achievements transpired and updated protocols/techniques, as necessary.
Objective: Increase Clorox’s presence in the social media space
• Nearly 180,000 “likes” on Facebook.
• More than 3,700 followers on Twitter.
Objective: Create platforms for Clorox on Facebook and Twitter that engage moms in a dialogue about cleaning and serve as resources for life’s daily tasks.
• Reached 100,000 “likes” on Facebook through cause partnership with CHF.
• Received more than 50 “likes,” comments and questions in response to Clorox’s “Ask the Expert” session with Heather McKenzie, Senior Director of Clinical Education at the Visiting Nurse Associations of America.
• Garnered more than 25,000 “likes” and comments to posts on Facebook.
• Stuart Elliott of The New York Times and The Motley Fool wrote about the success of Clorox social media platforms.
Objective: Evaluate platforms on an ongoing basis to illustrate engagement with the target audience
• Ninety-four percent of users who “like” the Clorox Facebook page are female; more than 350 mom bloggers follow Clorox on Twitter.
• Seventy-three percent of these females fall within Clorox’s mom target audience (25-54).