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Social Media Assessment

TEAM 8:

Grace Hinckley, Adam Keller, Pranit Mallela,

Katie Sledjeski, and Mary Grace Walsh

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What is Maid Brigade?

Multinational residential cleaning franchise providing professional home cleaning. The company has over 400 locations in USA, Canada, and Saudi Arabia.

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Maid Brigade’s Brand Attributes and Attitudes

Maid Brigade

Attributes

-Affordable

-Reliable

-Environmentally Conscious

Attitudes

-Personable

-Wholesome

-Family Oriented

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Business Goals and Objectives

Use social media to drive increased awareness

Grow number of followers on Instagram, Twitter, Facebook

Use social media to drive engagement

Grow number of likes, comments, shares, mentions

Use social media to generate leads

Grow base of warm leads

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Overview of this Project

Actionable Recommendations & Content Examples

Target Audience & Key Demographics

Social Media Current State Assessment

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TARGET AUDIENCE

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Family with Working Parents:

Demographic: 30-49

Psychographic: Health conscious, prefers green products

Geographic: Suburban

Behavioral: Limited time to clean

Frequency: Once a week

Income: Middle - Upper Class

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Suburban

30-49 Year Olds:

Facebook

Instagram

33%

Twitter

23%

84%

Suburban Users of Social Media Platforms

Facebook

77%

Instagram

28%

%

Twitter

28%

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Elderly Couple:

Demographic: 65+, retired

Psychographic: Concerned about cleaning due to physical limitations

Geographic: Urban, or suburban

Behavioral: Want to maintain their home

Frequency: Monthly

Income: Middle-Upper Middle class

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Suburban and Urban

65+ Year Olds:

Facebook

Instagram

8%

Twitter

10%

62%

Suburban Users of Social Media Platforms

Facebook

77%

Instagram

28%

%

Twitter

24%

Urban Users of Social Media Platforms

Facebook

81%

Instagram

39%

%

Twitter

28%

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Traveling Professional:

Demographic: 18-29

Psychographic: Not home often

Geographic: Urban

Behavioral: Busy work schedule, want to come home to a clean apartment

Frequency: Once a week or twice a month

Income: Middle class - upper class

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Urban 18-29 Year Olds:

Facebook

Instagram

59%

Twitter

36%

Urban Users of Social Media Platforms

Facebook

81%

Instagram

39%

%

Twitter

28%

88%

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SOCIAL MEDIA ASSESSMENT

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Current Platforms:

Google+
LinkedIn
Pinterest
Instagram
Facebook
Twitter

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Instagram Audit: @maidbrigade_jacksonville

Followers: 11; Posts: 11
Increases awareness of services provided
Commits customers to change to safer cleaning products
Provides guides and other resources

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Instagram Audit: @maidbrigadeofcharlotte

Followers: 247; Posts: 70
Engages followers in contests
Promotes wholesome, family-oriented brand
Provides tips and tricks to having a safe and clean home

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Facebook Audit

Followers: 8,578; Likes: 9,312
Promote engagement through your “20 Day Clean Up Challenge”
Many posts feature employees to encourage followers to apply

#MaidBrigadeMadeMe

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Twitter Audit

Followers: 381; Tweets: 7,557
Mostly just have Tweets with links from Blog posts
Promotions to help followers make the decision to hire maid brigade

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RECOMMENDATIONS & CONTENT STRATEGY

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Recommended Platforms for Maid Brigade:

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Buyer Journey Alignment: Current State

Awareness

Consideration

Decision

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Buyer Journey Alignment: Future State

Awareness

Consideration

Decision

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Create Company Instagram Account

Currently only using location specific accounts

Creates an inconsistent brand image
Limits them from creating widespread campaigns that reach a large audience

Easier to monitor comments and happy/unhappy customers from one central profile and system
Suggested account name: @MaidBrigade

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2. Utilize & Optimize Facebook Landing Tab

There is a 47% average conversion rate for those who land on a Facebook landing page versus 26% for those who land directly on a Facebook wall
3 important aspects of the landing tab:

Call To Action
Incentive for Liking
Opt-In-Offer to capture contact information

MG

https://instapage.com/blog/how-to-create-a-facebook-landing-page

Your company Facebook profile currently has a landing tab, but we want to make sure it includes a few important items. The goal of a landing tab is very similar to that of a landing page. It provides brief, relevant information that drives the consumer to convert and move to the next page or take a specific action. Data supports the need for a landing tab, as the average conversion rate is higher for profiles that have one. We recommend that Maid Brigade include a call to action for liking, an incentive for liking, and even an opt-in-offer to capture contact information early on and build our customer list. If we give viewers a reason to like your Facebook page early on, they’ll be more likely to keep up with company posts and updates.

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3. Optimize content using experimental testing

Optimize what works best for specific platforms
Use control testing for organic posts to make decisions about future paid social strategy
Examples for testing:

Post length
Use of hashtags
Calls to Action
Use of images and video

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4. Leverage Paid Social on Facebook & Instagram

Leverage both CPC and CPM for Instagram Ads

CPC ROI Facebook - 73.07%
CPC ROI Instagram - 24.00%

Analyze conversion rates for CPC Ads

Adjust between platforms and CPC/CPM accordingly

Optimize best Ad mix for highest ROI

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5. Social Media Dashboard

Invest in a social media management tool in order to leverage analytics easily

Hootsuite, Sprout Social, etc.

Monitor customer engagement

Social Media is a two-way street

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6. Respond to Comments

Create strategy for responding to negative and positive comments

Engage with users who point out mistakes, make strong statements, or ask specific questions
Follow up with that customer if they’ve had a poor experience, because they could become an advocate for the brand

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7. Facebook “Like” and “Share” Incentives

Use paid ads to incentivize users to “Like” the page and “Share” company posts

“Receive 10% off your first clean by liking our page!”
“Enter to win 3 free cleans by liking our page!”

The vast majority of users will not return to the page after liking, but instead keep up with updates through posts and comments seen on their Newsfeed

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Content For Facebook Campaign

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8. #MaidAMess Instagram Campaign

Contest: biggest mess from a child or pet

Wins a free clean
Hashtag: #MaidAMess

Encourages engagement, promotes awareness, drives trial of service, and potentially builds brand loyalty
Collect information from entries - ask them about their needs and obtain quality information

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Content for #MaidAMess Instagram Campaign

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9. Create & Use Consistent Hashtags

Tweets that contain hashtags receive two times more engagement than those that don’t
There is an average 17% decrease in engagement with posts containing more than two hashtags
Hashtag for Maid Brigade posts: � #MaidForYou
Hashtag for customers’ posts: � #MaidMyDay

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Content for Twitter Campaign

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10. Social Listening

Social Listening can help create points of difference
Utilize social listening to find trending topics in…

Green cleaning
Illness fighting initiatives
Harmful nature of traditional cleaning products

By joining the conversation, they are interacting with a section of the target audience with similar interests

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¿PREGUNTAS?

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Appendix

Assuming Conversion Rate = 28%

Avg. Cleaning Value = $136
BEP for Avg. Sale = $20
CPC Instagram = $0.80
CPM Instagram = $5.00

Price Per Conversion (CPC) = ($.27/.28) = $.975
Price Per Conversion (CPC) = ($.80/.28) = $2.857
ROI CPC Facebook = ($20 - $.27)/($.27) *100% = 73.07%
ROI CPC Instagram = ($20 - $.80)/($.80) *100% = 24%