Posts
- 1-9 of 9
This week in the lobby of the Clorox headquarters in Oakland I read with great interest about the history of the company.
For one reason or another I kept going back to the poster that listed when Clorox acquired certain brands.
Do you remember some of the big events that happened in those years?
In 1969, Clorox acquired Liquid Plumr and we landed on the moon.
In 1970, Clorox acquired 409 and the National Guard spent some time at Kent State.
In 1971, Clorox acquired Hidden Valley Ranch and Southwest Airlines made its debut.
In 1973, Clorox acquired Kingsford and the Watergate tapes were released.
In 1981, Clorox acquired Tilex and MTV was born.
In 1984, Clorox acquired Fresh Step, Topps released my favorite set of baseball cards, and Apple introduced the Mac.
In 1986, Clorox acquired KC Masterpiece, Bill Buckner became infamous, and we all cried when the Challenger exploded.
In 1988, Clorox acquired Brita and Bobby McFerrin released "Don't Worry, Be Happy"
In 1990, Clorox acquired Pine Sol and Nelson Mandela was released from prison.
In 1996, Clorox acquired Armor All and Tupac was murdered.
In 1999, Clorox acquired Glad, STP, Scoop Away, and Jonny Cat and the US Women's soccer team won the World Cup.
What do you remember from those years?
Top Five Ways to Leverage User Generated Video Content
(Part 2 of 2)
In Part I we shared an overall view of how brands and their agency partners want to leverage user generated videos.
This week we are going to look at how usage scenarios can differ based upon your role.In the agency world:
The top five areas that public relations agencies would use consumer generated video content are:
Brand website or microsite – 80%
Facebook page – 60%
Mobile Application – 60%
Mobile Website – 60%
YouTube – 40%
eCommerce site product page (i.e. BestBuy.com, Amazon.com) – 40%
The top five areas that advertising agencies would use consumer generated video content are:
YouTube- 59%
Facebook page – 52%
eCommerce site product page (i.e. BestBuy.com, Amazon.com) – 48%
In stream advertising (i.e. Hulu) – 48%
Brand website or microsite – 44%
And in the brand world:
The top five areas that Consumer Electronics brands would use consumer generated video content are:
Brand website or microsite – 100%
Facebook page – 75%
eCommerce site product page (i.e. BestBuy.com, Amazon.com) – 75%
YouTube – 50%
Product Development – 50%
The top five areas that CPG brands would use consumer generated video content are:
Brand website or microsite – 80%
Facebook page – 80%
YouTube – 60%
Sales presentation – 60%
Selling ideas internally – 60%
One of the benefits to working in the field of social commerce is its nascence. Because of this there is a lot of green field and thinking about the art of the possible is well still, possible.
When we seek to spread the word about how brands can better spread their word we are regularly meeting with clients, friends, and prospects. These are smart folks typically working for a major brand, advertising agency, or PR agency.
As a solution provider side my company is offering the generation of targeted video content, the distribution of commerce videos, and advisory on commerce optimization. Over the last year we’ve had a chance to see a variety of implementations as well as a good look at what brands and agencies are looking to do in the future.
As Memorial Day weekend approached I came up with an idea to see how peoples perspectives compared based upon the chair they are sitting – agency or brand; and then PR agency or Advertising agency and CPG brand or CE brand. So I sent out an informal survey to major brands and agencies. Not wanting to be biased towards clients, I also included prospects we’ve been in discussions with as well as personal friends in those industries that I consider to thinkers.
All in all I received 45 responses from just over 50 emails I sent out (plus some feedback from our very own Clorox Connects community). The question I asked was around sharing thoughts on the topic of video. Specifically I was trying to determine where brands thing there is the most value in using consumer generated video content.
The top five areas that brands and agencies would use consumer generated video content are:
Brand website or microsite – 64%
Facebook page – 62%
YouTube – 58%
eCommerce site product page (i.e. BestBuy.com, Amazon.com) – 53%
In stream advertising (ie. Hulu) – 31%
Sales presentations – 31%
Selling ideas internally (i.e. “I told you the remote is clunky, watch this”) – 31%
Part II will come next week and will include a comparison of results from PR firms, advertising agencies, CPG brands, and CE brands.
Love to hear your thoughts and comments.
P&G recently launched the beta version of an internet store. The online shopping arena dubbed the “eStore” features P&G’s brands ready to be purchased. This next generation shopping is designed to be a one-stop shop for all of your P&G shopping needs including Pampers, Tide, Olay, Gillette and more. One of the great things about the new eStore is the sections dedicated to video reviews for each product!
The new P&G eStore gives EXPO members an even more powerful voice. Consumers are now able to see un-biased opinions in the place they make their purchasing decisions. Check out this example for Pantene Pro-V Classic Care Shampoo.
EXPO is dedicated to giving it’s members a platform to voice their opinions. As the first video-based community specifically created for consumers, EXPO loves being able to share your opinion in other places. We are happy to see how clients such as P&G have decided to leverage consumer video across its various consumer touchpoints, in this case at point of purchase.
Visit the new P&G eStore and check out some of the EXPO consumer reviews and let us know what you think, how it compares to Alice.com (another CPG eCommerce site that distributes EXPO consumer videos), what you think P&Gs goals are, is this a good move, a bad one, a neutral one?
Hi Friends in the CloroxConnects Community!
Wanted to let you all know that EXPO TV will be at Clorox next week.
We will be in Oakland on Tuesday May 18th and in Pleasanton Wednesday May 19th.
If you would like to chat about utilizing the 60,000 member video review creator community for internal market research (video focus groups) or for external marketing (real consumers talking about Clorox products for your digital ecosystem) shoot me a note via email (samir@expotv.com) or call me (858) 227-4729.
Here's a video reel of the community on Clorox - http://www.expotv.com/CLOROX/r300
I'd be happy to share case studies of how brands like Heinz, Kraft, P&G, and Unilever are using us for video or if you just want to meet up and do a quick introduction we can do that over a cup of coffee.
Have a great day!
Samir.
PS - There is a really funny story behind the attached photo.
PS 2- Clorox and EXPO TV do have an NDA in place.
EXPO community members shared their thoughts about going green on video. The video is below and we'd love to hear your thoughts.
Here are a few quotes -
“To me a green product, or going green, is doing anything that helps the environment at all”
“I like to think of myself as a very green product type person”
“Most ways to go green don’t cost you any money, they usually even save you money”
“Your’re wondering if it means less chemicals, you’re wondering if it means packaging, your’re wondering if it means energy efficient appliances. And I say, yes, yes, and yes!”
“Non-toxic, bio-degradeable, naturally derived, and not tested on animals”.
“Totally good for you and the environment”
“Buying things with less harmful chemicals and less packaging is always a good thing”
“Things that have less packaging, less waste, all those things to me mean going green”
“Made of recycled materials, that to me is definitely going green”
“When you make big purchases for large electronics, TVs, washers & dryers, heaters, air conditioners, even cars, that you try and be more environmentally friendly with what you buy”
“Green is a good word and its definitely one we should look for in all our product purchases.”
Happy Earth Day everyone at CloroxConnects!
From the team at EXPO.
Lately I've been thinking a lot about the importance of Facebook and how influential of a vehicle it actually is. When we did a study earlier this year, Facebook was the #2 reason (behind "in person) when we asked how consumers told other people about products and services they like (or dislike).
This week eMarketer published data from a study put out by Morpace focused on Facebook.
There were some statistics from the survey you may find interesting.
- More than 2/3rds (68%) of US Facebook users stated that a referral from a Facebook friend would increase the likelihood of them purchasing a product or visiting a retailer.
- On average a Facebook user is a fan of nine fan pages.
- When asked why they join fan pages, the top two reasons were "To let friends know which products I support" and "To receive coupons and discount offers"
- Morpace concluded that Facebook can allow businesses to directly communicate with their target market. Whether this is the exchange of product information, the offering of exclusive coupons/discounts, or viral product buzz from Facebook friends.
EXPO collaborated with Kraft Macaroni and Cheese a few months ago to get feedback on a new variety called "Cheddar Explosion." The target audience was parents that have young kids in the house. Kraft decided to utilize the videos on its Facebook Fan Page.
What we found amazing was how engaged the Facebook fans became. Over 175 people "liked" the video and over 75 people commented on it.
http://www.facebook.com/video/video.php?v=112669368762588
Do you "Friend" brands on Facebook? If so, what are some of the reasons?
Our team was nice enough to help me out when I asked them a few weeks ago to put together a short reel of the EXPO community talking about different Clorox products.
At the bottom of this post there is a short video file and you can see what the consumers think.
My favorite quote is the title of this post, talking about Ready Mop - "Works just like a regular mop, but better!"
Some of the brands we included in the compilation include:
Anywhere Spray
Bleach Pen
Disinfecting Wipes
Green Works
Ready Mop
Toilet Wand
Ultimate Care Bleach
If you would like to see more Clorox videos produced by our consumer community, check out www.expotv.com and search for Clorox.
In mid-January we presented the findings of our Marketing to Moms research study titled "What Moms Want."
http://blog.expotv.com/2010/01/25/what-do-moms-want-findings-from-expo-webinar/
At EXPO we have an active and social community of real consumers that regularly shares opinions on brands and products, on video. Through discussions with our clients we decided to tap into the community to find out how Moms conduct product research, how that is changing, and how they tell others about the brands and services they like (or maybe not like).
We received responses from over 1,700 Moms.
Most of them were:
- between 18 & 44
- on Facebook (89%)
