Febreze

Febreze cleans up, with an SMR score of over 54. Their official Facebook page is US-based and has over 66k likes. The page is themed around the brand’s status as "Official Air Freshener of the NFL", featuring the brand’s celebrity figurehead and NFL wife Olivia Manning who shares tips and game day recipes for other "soccer moms". The brand also has a Twitter account, but this has been less successful, with just over 2k followers.

Recommendations: Febreze are mainly using Facebook to update their Twitter account, which means that the content on both presences is almost exactly the same. The brand should familiarise itself with Twitter etiquette and begin to optimise its content strategy for this platform.

Cillit Bang

From its curious name, to the infamous TV commercials featuring "Barry Scott", Cillit Bang is a brand with real charisma which transfers well to social media. Despite the lack of official brand presences, users have created several Facebook pages, and hundreds of YouTube videos dedicated to the brand. The most popular video, "Cillit Bang Techno Remix" has received nearly 5m views, and has spawned many more remixes. On forums, the fictional figure of Barry Scott has become something of a legend with users hypothesising about who he is and what qualifications he has to become the face of the cleaning brand.

Recommendations: Cillit Bang takes second place with an overall SMR of 52 and the highest satisfaction score of all five brands we analysed. With Facebook fan pages in both English and Spanish, a huge volume of user-generated content at the brand’s disposal, and their mysterious star, Barry Scott, there is huge scope for Cillit Bang to be creative with their social media strategy and capitalise on their brand’s humourous, playful personality.

Dettol

The campaign to get Rage Against the Machine to Number one last year proved that Facebook users love an underdog. Nearly 100k users have joined a page entitled "Dettol kills 99.9% of germs. That 0.1% germ is a Legend." The page has spawned a number of imitations which each have several thousand fans, pushing Dettol into 3rd place with an SMR of nearly 47.

Dettol do not appear to have any UK social media presences, but Dettol Poland and Pakistan have official pages with small followings. On YouTube, most brand-related content is being uploaded by users from India, Pakistan and Hong Kong, indicating that this is where the strongest interest lies for new content.

Brand satisfaction is high (84 this month), with forum users, especially on the ever-popular Moneysavingexpert forums actively recommending the brand’s mould and mildew remover.

Recommendations: The brand seems to be experiencing a growth in interest from emerging markets. They should be aware that in some of these countries, Facebook is not the main social network. For example, in Poland, Nasza-Klasa is the biggest social networking site, and in India, Orkut was only recently surpassed by Facebook.

They should also embrace the massive volume of user-generated content, including Facebook pages. They may, for example, consider creating a humorous Facebook presence where they detail their battle against that remaining 0.1% of germs.

Persil

Persil has a popular German Facebook page, but no UK presence on Facebook or Twitter. The brand’s SMR score of 45 is below the level we would expect for such a long-established household name. However, Persil has made some progress by recently partnering with the netmums.com parenting community and working with mummy bloggers to run competitions and provide inspiration to mothers entertaining their children over the summer.

Recommendations: Blogger engagement is a good first step into social media for Persil, but there are many other ways of reaching one of Persil’s key target demographics: mothers. Sponsoring virtual goods within social games, (or even building their own!) could improve brand awareness – Persil may be surprised to discover that the average Farmville user is actually 43 year old woman.

Domestos

Domestos comes in last with a grubby SMR of just 41. The brand has no detectable Facebook page, and although a small number of fan-created pages have appeared, these have a very limited, inactive following, unlike the pages dedicated to Cillit Bang or Dettol.

The brand’s satisfaction score has fallen nearly 5 points over the last month as social media users voice their mixed opinions of the brand’s new "Flush Tracker" app. The brand has literally thrown money down the toilet with the app which (we kid you not!) enables users to follow their deposit through 360,000 miles of sewers, and relays stats on the journey to its final destination. The app has a Facebook "like" button, but doesn’t enable users to easily send the app to their friends via sharing buttons, but perhaps some things are best left unshared.

Recommendations: The Flush Tracker app may have increased Domestos’ reach score, but it has actually had a negative impact on brand satisfaction, demonstrating the need to establish clear objectives and KPIs for social media activity. Domestos should also consider creating an official social media presence towards which they can drive traffic.