BlogWell San Diego Social Media Case Study: Clorox, presented by Greg Piche

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In his BlogWell San Diego case study presentation, "Gaming Mechanics in Social Networks," Clorox's Social Network Architect, Greg Piche, covers how they use gaming mechanics to drive customer engagement.

Greg shared how the company created CloroxConnects, a three-sided network to involve experts, consumers, and employees in the exchange of new ideas. He covered how different things motivate different people, how leaderboards work, and how you don't need to rely on monetary rewards.

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  • Rapidly find external experts: We can post questions and seek responses from a social network of consultants, suppliers, academics, etc. Rapidly ID potential partners: From those identified we can go the traditional route and set up NDAs with potential development partners Organically Innovate: By being able to outsource some expertise for immediate project work we’re able to devote more time to thinking longer term.
  • Wanted greater interaction/participation Wanted greater participant “ownership” Wanted richer discussion
  • One month’s worth of data – and part of that month was Xmas holiday.
  • Leader Boards: Tips: good tip for promoting compeition Trouble: May be discouraging for new users (super users are uncatchable) Potential solution: Reset Leader Boards periodically (weekly?) Anonymity Tip: Don’t allow. Points are all about recognition and anonymity is a step away from recognition Levels: Tip 1: Should be enough levels so that users can attain first one relatively easily. Second level should be further away than the first one. Third should be further from the second, etc.
  • BlogWell San Diego Social Media Case Study: Clorox, presented by Greg Piche

    1. 2. Gaming Mechanics in Social Networks External Ideation Organic Innovation Greg Piche The Clorox Company
    2. 3. Overview <ul><li>A bit about Clorox </li></ul><ul><li>Our challenge </li></ul><ul><li>Our social media site </li></ul><ul><li>How we use gaming mechanics </li></ul><ul><li>Tricks and Challenges </li></ul><ul><li>Q/A </li></ul>
    3. 4. Clorox (Some Background) <ul><li>Makers of many products you didn’t think we made </li></ul><ul><li>$5.3B in Sales (2008) </li></ul><ul><li>8300 Employees </li></ul><ul><li>100 Countries </li></ul>
    4. 5. Our Challenge <ul><li>Lots of Brands/Small R&D force </li></ul><ul><li>Frequently offer new high quality performing products (tough market) </li></ul><ul><li>Generate pipeline of innovative products </li></ul>
    5. 6. One Solution - CloroxConnects <ul><li>Rapidly find external experts </li></ul><ul><li>Rapildy identify potential development partners </li></ul><ul><li>Organically Innovate </li></ul><ul><li>www.cloroxconnects.com </li></ul>
    6. 7. Gaming Mechanics Installed <ul><li>Connect Points: Posting, Rating, Commenting, Getting Rated (+/-), Inviting Friends, etc. </li></ul><ul><li>Recognition badges (Triple Crown, Win, Place, Show, Also Ran) </li></ul><ul><li>Virtual Rewards: </li></ul><ul><ul><li>Employees: Personal Blogs, Innovation Managers </li></ul></ul><ul><ul><li>Non-employees: Personal Blogs, Guest Appearances </li></ul></ul>
    7. 8. Worth the Investment? <ul><li>11.7% increase in page views (-8% pm) </li></ul><ul><li>8.0% increase in avg. time on site (-5.5% pm) </li></ul><ul><li>4.0% increase in visits (-2.0% pm) </li></ul><ul><li>7.3% increase in pages/visit (-6.2% pm) </li></ul><ul><li>Net = YES! </li></ul>
    8. 9. Tips and Challenges <ul><li>Leader Boards </li></ul><ul><li>Anonymity </li></ul><ul><li>Levels </li></ul>
    9. 10. Q/A

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