1. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
Client Logo
- Add in
master slide
Thursday, 11 February 2016
Client Logo
- Add in
master slide
“Make Life Easy”
Content Strategy for Social Media

2. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
Client Logo
- Add in
master slide
Customer Personas & Their Motivations
People 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.

3. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
Client Logo
- Add in
master slide
Identifying Content Themes Based on Corporate Strengths & Opportunities
STRENGTHS:
Certified staff
Transparent service
Operating scale
Insured jobwork
Guarantees
CRM
WEAKNESSES:
Poor visibility
High cost
Location of business
OPPORTUNITIES:
Growth of online
booking
Customer loyalty
THREATS:
Unorganized sector
Content focus
Focus on creating content themes around “Make Life Easy”
Identifiable content themes
• Market presence
• Trust
• Expertise

4. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
Client Logo
- Add in
master slide
Themes for Content Production
A listing of the major themes/content buckets
Market
presence
Why choose
HOUSEJOY
over the local
boys?
Will the
service be
costly?
They are
unknown in
these parts
Trust
I’m
uncomfortable
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 issues
Staff speak
Write-ups on staff
Client references
Customer concerns
Blogs
Posts on home care products
Tips on specialized cleaning

5. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
Client Logo
- Add in
master slide
Themes for Content Production
A listing of the major themes/content buckets
Expertise
Electricals
Home-
cleaning
Plumbing
Content Type
DIY
Tips
Tools
Checklists
E-book
FAQ
Contests

6. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
Client Logo
- Add in
master slide
Pairing Content Themes With Delivery Assets
Outline of key production tasks
MARKET PRESENCE
Awareness 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 views
Distribution Website, FB Website, FB Website, FB Website, FB
Frequency 1 post/month 1 post/month 1 post/month NA
Services offered X ways of saving money
with HJ
X 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 Calculator
Metrics Shares, likes Shares, Likes Downloads, Shares,
Likes
Page views
Distribution FB FB FB Website
Frequency 1 post/day 1 post/day 1 post/week NA

7. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
Client Logo
- Add in
master slide
Pairing Content Themes With Delivery Assets
Outline of key production tasks
TRUST
Awareness Interest Desire Action
Staff focus Staff speak Write-ups on star
staff
Staff advise Ask our staff
Content type Post Post Post Q&A
Metrics Page views Page views Page views Queries
Distribution Website, FB Website, FB FB Website
Frequency 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 FAQ
Metrics Page views, shares, likes Page views, Shares,
Likes
Shares, Likes Page views
Distribution Website, FB FB FB Website
Frequency 1 post/week 1 post/day 1 post/day 1 post/week

8. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
Client Logo
- Add in
master slide
Pairing Content Themes With Delivery Assets
Outline of key production tasks
EXPERTISE
Awareness 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, contests
Metrics Page views Views Views Views, Downloads,
entries
Distribution FB FB, YouTube Website, FB Website, FB
Frequency 1-post/day 1-post/week 1-post/week 1-post/month

9. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
Client Logo
- Add in
master slide
Regular Content Production Outlay
Daily updates Week-wise Month-wise Total
Updates/Month
Client testimonials 3 Updates
Services offered Post
Infographic
Post
Checklist
Staff focus DIY tips
Q&A
Post
Post
Customer
concerns
Infographic
Checklist
Blog
Expertise Post
Post
Video E-book
Contest/poll
Total updates 6 6 7 19
Total no. of content assets required per month

10. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
Client Logo
- Add in
master slide
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.
SEND
Client
testimonial
News report
DOWNLOAD
DIY Checklists
SEND
Response
SEND
X ways how HJ
helps save $$
ENTER
Testimonials
Feedback
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!
No
Yes

11. Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
Client Logo
- Add in
master slide
Thank you…