cs_housejoy_v1

Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)Client Logo

- Add inmaster slideMonday 1 May 2023Client Logo

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“Make Life Easy”Content Strategy for Social Media



Customer Personas & Their MotivationsPeople who care to search for household services

Context: We’re moving into a new house.Motivation: I don’t know the place yet. There are electrical fittings to be checked and fitted, and of course, a lot of clearing and cleaning.Mental model: I will search sites like Sulekha.com to find the best fit agencies for the job.

Decision maker: Male

The New Movers

Context: This weekend I’ve invited some guests.Motivation: I want to keep the house looking good before and after the party.Mental model: Last time, I hired housecleaning boys working for a corporate. But if the party extends late night, I am done for!

Decision maker: Female

The Party Host

Context: We’re going on a month-long trip abroad.Motivation: I want the house to be ready when we return.Mental model: Take a risk and trust the agency I find online.

Decision maker: Male/Female

The Holidayers

Context: Refurbishing the house.Motivation: There are electrical fittings to be checked and fitted, and of course, a lot of clearing and cleaning.Mental model: I will search for local listing in newspapers.

Decision maker: Male/Female

The House Owners

GOAL: To get word to these people about HJ and make them visit the site.



Identifying Content Themes Based on Corporate Strengths & Opportunities

STRENGTHS:Certified staffTransparent

serviceOperating scaleInsured jobwork

GuaranteesCRM

WEAKNESSES:Poor visibility

High costLocation of business

OPPORTUNITIES:Growth of online

bookingCustomer loyalty

THREATS:Unorganized

sector

Content focus

Focus on creating content themes around “Make Life Easy”

Identifiable content themes• Market presence• Trust• Expertise



Themes for Content ProductionA listing of the major themes/content buckets

Market presenc

e

Why choose

HOUSEJOY over the

local boys?

Will the service be

costly?

They are unknown in these parts

Trust

I’m uncomfortabl

e with strangers

What can HOUSEJOY

do that I cannot?

I’m worried these chaps will spoil my expensive furnishing

Client testimonials

Service offeringsNews write-ups Achievements

Staff issuesStaff speakWrite-ups on staffClient references

Customer concernsBlogsPosts on home care productsTips on specialized cleaning



Themes for Content ProductionA listing of the major themes/content buckets

Expertise

Electricals

Home-cleaningPlumbing

Content TypeDIYTipsToolsChecklistsE-bookFAQContests



Pairing Content Themes With Delivery AssetsOutline of key production tasks

MARKET PRESENCEAwareness Interest Desire Action

Client testimonials What Mr.B has to say about HJ experience

What to look for when…

Why did Mr.B choose HJ over the local boys?

News articles

Content type Post Checklist,Infographic

Post Post

Metrics Page views Page views Page views Page viewsDistribution Website, FB Website, FB Website, FB Website, FB

Frequency 1 post/month 1 post/month 1 post/month NAServices offered X ways of saving

money with HJX ways of saving money with HJ

X ways of saving money with HJ

X ways of saving money with HJ

Content type Post Post, Infographic DIY lists CalculatorMetrics Shares, likes Shares, Likes Downloads, Shares,

LikesPage views

Distribution FB FB FB WebsiteFrequency 1 post/day 1 post/day 1 post/week NA




TRUSTAwareness Interest Desire Action

Staff focus Staff speak Write-ups on star staff

Staff advise Ask our staff

Content type Post Post Post Q&AMetrics Page views Page views Page views Queries

Distribution Website, FB Website, FB FB WebsiteFrequency 1 post/month 1 post/month 1 post/week 1 post/week

Customer concerns X ways how HJ lightens your burden

Tips About home products in market

Expertspeak

Content type Post Post,/Infographic Graphic/Checklist FAQMetrics Page views, shares,

likesPage views, Shares, Likes

Shares, Likes Page views

Distribution Website, FB FB FB WebsiteFrequency 1 post/week 1 post/day 1 post/day 1 post/week




EXPERTISEAwareness Interest Desire Action

Plumbing, Electrical, Home-cleaning

Before/After posts DIY Tips Identifying trouble spots…

X Best Practices

Content type Pix Videos Post E-book, contestsMetrics Page views Views Views Views, Downloads,

entriesDistribution FB FB, YouTube Website, FB Website, FB

Frequency 1-post/day 1-post/week 1-post/week 1-post/month



Regular Content Production Outlay

Daily updates Week-wise Month-wise Total Updates/Month

Client testimonials

3 Updates

Services offered PostInfographic

PostChecklist

Staff focus DIY tipsQ&A

PostPost

Customer concerns

InfographicChecklist

Blog

Expertise PostPost

Video E-bookContest/poll

Total updates 6 6 7 19

Total no. of content assets required per month



Campaign Path (For a New Mover)To engage with the online search users and build a long-term relationship with them

Find Compare

Query Consider Checkout

Engage

Moving to Chennai? We’ll help you settle

down.

SENDClient testimonial News report

DOWNLOADDIY Checklists

SENDResponse

SENDX ways how HJ helps save $$

ENTERTestimonialsFeedback

Visit site

Visit site

Tell us about your place & requirements.

We’ll tell you much it’ll cost.

Connect with us to find out how we can make your life easy!

NoYes



Thank you…

cs_housejoy_v1

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