4. Background
• Essential Hair Design is a small privately owned
business
• Established in 2006 from three individuals in the
cosmetology industry
• Successful maintaining their current cliental
• Expansion and advertisement has been limited at
best
• No social media currently
• Their current referrals are by word of mouth
• Menu of services and individual business cards
• A significant opportunity for growth!
5. Objective
• The objective of the social media campaign
for Essential Hair Design is to increase
awareness and exposure
• Enhance reputation through testimonials,
blogs, proven expertise
• Develop a network of followers to increase
word of mouth and continue retention
• Ultimately, increase cliental and thrive
• Put Essential Hair Design on the Map!
6. Strategy
• Research current hair salons via internet
and monitor social media
• Develop Content, Messaging, and Imagery
for Campaign
• Connect and engage by sharing valuable
content
• Generate leads with website and other
tools with the blogs, ask for information and
coupons
• Increase awareness and preference through
social media
8. Timeline of Events
Actual
Milestone Planned % Compl Health
(LBE)
Develop website content mock-up 10/15/12 10/15/12 100% OK
Brainstorm potential Advertisors 10/15/12 10/15/12 100% OK
Create Blog “Shell” and Content 10/19/12 10/20/12 100% OK
Create Twitter Handle 10/20/12 10/20/12 100% OK
Determine Website URL 10/20/12 10/20/12 100% OK
Obtain / Develop Visual Imagery 10/16/12 10/16/12 100% OK
Record YouTube Video 10/20/12 10/20/12 100% OK
Rehears Presentation 10/22/12 10/22/12 100% OK
Slideshare presentation (1st Draft) 10/19/12 10/18/12 100% OK
Slideshare presentation (Final) 10/22/12 10/22/12 100% OK
Paper (1st Draft) 10/19/12 10/18/12 100% OK
Paper (Final) 10/22/12 10/20/22 100% OK
9. Social Media Tools
SM Tool Why How
Website Increase awareness of business and Menu of services, bio of stylists,
services coupons, and testimonials, request for
appointment, and request for
information
Twitter Increase awareness and bring traffic to Advertisements and testimonials and
website and increase cliental Twitter Handle
Facebook Increase awareness and bring traffic to Advertisements and testimonials and
website and increase cliental Facebook Company Page
Pinterest Increase awareness and bring traffic to Pinups on Pinterest of hairstyles
website to increase cliental
YouTube Show how to videos and other services Introduction of salon, salon owners,
and services.
10. Website
• Increase awareness of business and services and
put Essential Hair Design on the Map!
– Menu of services
– Biography and pic of stylists
– Featured Products
– Coupons and Discounts
– Testimonials
– Request for appointment and request for information.
– Blogs
– Inspiration www.essentialhairdesigns.com
Homepage
Salon Owners Menu of Services Inspiration Blogs/Testimonials Contact Us
11. Website Background
• Website background
– Appealing to women
– Demonstrates style and new
trends
• Large Icons for Dropdowns
– Easy to access
– Easy to navigate for all
personalities
12. Website Pictures
• Salon Pictures
• Website Icons for Quick Clicks
Inspiration Services Contact Us
14. Twitter
• Salon owner and clients to post short messages and
converse with other users.
• Share articles, blog posts, expertise on celebrity
hairstyles
• Include link to Facebook and Pinterest content
• Follow and participate in discussions related to hair
styles, tools, and care
• Introduce regular features such as “hairstyle of the
month”
• Comment on tweets and re-tweet other posts to
build community
• Offer Q&A sessions relevant to hair care and styling
16. Facebook
• Share experiences with the salon including images
and videos
• Share articles / blog posts / expertise on celebrity
hair styles
• Start discussions about hair care and styles and ask
questions to encourage interaction
• Post interesting hair content
• Create surveys to encourage participation from
visitors
• Share positive product reviews / client testimonials
• Links to website, introduction of new services and
products, coupons
17. Pinterest
• Post celebrity hairstyles and comments
and ask for reader input
• Share pictures on celebrity hair styles
• Post interesting hair content
• Links to website , introduction of new
services and products, and coupons
19. YouTube
• Introduction of salon, salon owners, and
services
• How to videos and other services
• Link to Website
• Add to website content
• Include Heard it on Youtube for discount
20. Additional Strategies
• Charity events
• Surveys for new and existing
customers
• Referrals for existing customers
22. What worked
• Very aggressive plan upfront. Develop a
phased approach
• Develop a plan for gauging metrics and
measuring profitability
• Very enthusiastic and motivated to apply
new learnings and tools
23. What Didn’t Work
• Very aggressive plan upfront and the time
invested required was not taken into
consideration
• Develop a plan for gauging metrics and
measuring profitability
• Collaboration via email, sametime, and
phone for final project versus online tools
24. Lessons Learned
• Very aggressive plan upfront
• Develop a phased approach
• Develop a plan for gauging metrics and
measuring profitability
• Consult brand image expert and web advisor
26. Conclusion
Increase
awareness and
Preference
Develop a
Thrive for the
Network of
Future
Followers
Editor's Notes
Hello Everyone! Thank you for the opportunity to share with you our Social Media Campaign for Essential Hair Design developed by Roberta Hansen and kelly Lunsford.
The agenda for the presentation is as follows:We will go over Essential Hair Design as a business, our objective and strategy with the social media campaign.We will then highlight the scope of the project. This will include detailed steps and a plan of our strategy and deliverables.Next, we will review the actual outcome and analysis and review lessons learned or things we would have liked to do differently. We will wrap it up with a conclusion.
Please review the following sections on background, objective, and strategy of Essential Hair Design and the Social Media Campaign.
Essential Hair Design was established in 2006 from 3 individuals in the cosmetology industry. They have been very successful maintaining their current cliental however; expansion and advertisement has been limited at best with no social media whatsoever. Their current referrals are by word of mouth. They only have a menu of services and individual business cards. We chose Essential Hair Design because it is a small local business that has a unique opportunity to expand their business and presence through social media.
The overallobjective of the social media campaign for Essential Hair Design is to increase awareness and exposure of the cosmetologists and their services. The social media campaign involves many platforms of advertisements and will enhance their reputation through testimonials, blogs, and proven expertise.Social media will also allow the cosmetologist to develop a network of followers to increase the word of mouth and continue retention of clientsUltimately, the goal is to maintain and increase cliental and thrive for future success!And Finally, Social Media will put Essential Hair Design on the Map!
The strategy, steps and deliverables for the social media campaign are as follows:We will research current hair salons via internet by. The value is by monitoring social media, you can learn valuable information and identify trends about your industry, your customers and competitors. And do what they do better!We will develop content, messaging, and imagery for the campaign based on the salon’s current offerings Develop a platform for the stylists to connect and engage by sharing valuable content will help them connect with their target market and engage with them, which leads to profitable relationships. The website will allow generation of leads via tools, blogs, ask us, and coupons. This will help build trust which allows for retention of clients! This strategy will support the goal of increase awareness and preference for Essential Hair Design.
The next sections reviews overall activities and deliverables of the social media campaign
Please review the following chart for deliverables,timelines, and statusof the campaign.
Please review the following chart for deliverables of the campaign.We will be presenting the following social media platforms.The salon does not currently have a website. So, at minimum, we need to create a website in order to increase awareness of the business and services. The website will include details of the salon and services which will presented shortly.A twitter advertisement and account will be developed to increase awareness and bring traffic to the website. It will include new information on the latest trends and testimonials of current clients.Facebook is also a critical tool in increasing awareness, bringing traffic to the site, allowing for advertisements and specials.Pinterest is a hot area for woman! And what better place to highlight hairstyles of clients and the famous. This will also bring awareness and traffic to the website.Finally. Youtube will be on the actual website and links on Pinterents, Twitter, and Facebook. The objective is to introduce the salon, salon owners, services, hair how tos, and promotions!
As discussed earlier, Essential Hair Design does not currently have a website. So, as priority, a website needs to be develop to increase awareness and develop preference for the salon and salon owners.www.essentialhairdesigns.com and have GoDaddy host our site. The components of the website will include:A Menu of servicesA Biography and picturesof stylistsFeatured Products by hair type and seasonCoupons and Discounts to lure in clientsTestimonials of current clientsRequest for appointment and request for information sectionBlogs for exchange of ideas and informationAnd an Inspiration section on the hottest trends, classics, and pictures to get the ideas flowing!
Attached you will see the background design of the web. Also, we chose larger icons for ease of use for the drop downs.
There will also be pictures of the salon, salon owners, and quick clicks. A few of the quick clicks will include an inspiration icon where pictures and ideas are loaded. A services icon for the menu of services, and the contact us icon for request for information or appointment.
In this slide, you will see an example of a competitor salon in the area and their current website. This can be used as a benchmark but also a tool to improve upon!
This slide illustrates how and why we intend to launch the Twitter Handle: @EssentialHairDesign. The Objective is to engage audiences in discussions about services, products, issues, the company and brand while connecting a vast amount of likeminded people in a targeted and purposeful way.Salon owners and clients can post short messages and converse about servicesThere is an opportunity to Share articles, blog posts, and share expertise on celebrity hairstylesWe will include a link to Facebook and Pinterest content Salon owners and clients can Follow and participate in discussions related to hair styles, tools, and careIntroduce regular features such as “hairstyle of the month”, hairstyles for certain types of hair (ethnic, curly, straight, etc.)Comment on tweets and re-tweet other posts to build communityOffer Q&A sessions relevant to haircare and styling. And who doesn’t need free hair advise!Twitter Handle: @EssentialHairDesign
This slide shows and example of a twitter advertisement for the salon.
Facebook is another critical tool that will allow increased awareness of the salon and bring more traffic to the site and ultimately more clients to the salon.The activities with Facebook are as followsShare experiences with the salon including images and videosShare articles, blog posts, expertise on celebrity hair stylesStart discussions about hair care and styles and ask questions to encourage interactionPost interesting hair contentCreate surveys to encourage participation from visitorsShare positive product reviews / client testimonialsInclude Links to website, introduction of new services and products, coupons
As mentioned earlier,Pinterest is a significant opportunity to advertise in the salon’s sweet spot-women!The activities will include posting of celebrity hair styles and comments and feedback on the latest trends.Share pictures of clients and celebrity hairstyles and other interesting hair contentAnd there will be links to websites, introduction of new services and products and coupons
In this slide, you will see an example of a Pinterest pin.
You tube links will be available on all of the before mentioned platforms to provide a video to introduce the salon, salon owners, and services.We would also like to highlight how to’s in hairstyles. A link will be added to the webiste as a well as the video will be on the website.And include “ you heard it on youtube” for discounts!
Some additional strategies to engage new clients and maintain current clients are outlined in this slide.We would like to add the community element about charity events. For instance: “Vets get free cuts!” and highlight community involvement on the web. We can also publicize “Locks for Love” where people donate 12 inches or more of hair to make wigs for cancer patients.We would like to add a survey to gain feedback from the clientsAnd create a referral section to refer new clients and received coupons or free services.
Looking back, there were a few lessons learned during the process. First and foremost, we feel we had a very aggressive plan up front. This goes in part because Essential Hair Design did not have any social media. We wanted to include an all inclusion social media campaign. What we should have outlined is a more phased approach taking into consideration they have very limited experience with social media. Also, we should have developed a plan for metrics, outcomes, and measuring profitability. We know ROI is a challenge in social media. But in the consumer world and in a salom, it may be easier to tie back with the increase in new clients.Our plan went fairly well. It’s what was missing from our plan that in hindsight should have been considered. We were extremely enthusiastic about trying out all of the new tools and techniques that we learned about in class, from the blogs we followed, Diigo readings, and of course each other. We dove right in and started creating and setting up platforms for EHD.
Although we were quick to set up a Twitter handles, a Facebook company page, Blogs and Guest Blogs, a Pinterest board, and a website, we did not take into account the amount of time that would be required for someone to maintain, monitor, and respond to posts on each of these sites. Also, from a logistics standpoint, we really didn’t need Google+ Hangouts or Evernote to collaborate since there were only two of us. Also, we should have developed a plan for metrics, outcomes, and measuring profitability. We know ROI is a challenge in social media. But in the consumer world and in a salon, it may be easier to tie back with the increase in new clients.We both work at the same company so we leveraged our online chat capabilities (Sametime) and old fashioned email to collaborate. We believe there is value in these tools for larger groups, but not for a partnership as we had.
Looking back, there were a few lessons learned during the process. First and foremost, we feel we had a very aggressive plan up front. This goes in part because Essential Hair Design did not have any social media. We wanted to include an all inclusion social media campaign. What we should have outlined is a more phased approach taking into consideration they have very limited experience with social media. Second, we should have developed a plan for metrics, outcomes, and measuring profitability. We know ROI is a challenge in social media. But in the consumer world and in a salon, it may be easier to tie back with the increase in new clients. Thirdly, we should have identified a person to or other resource to ensure continuity of brand image, new and exciting content, and to moderate the new online communities we created. We just “assumed” that the three co-owners would be able to maintain the momentum that we had initiated through this project.
Overall, the objective of the social media campaign for Essential Hair Design is to increase awareness and exposure given there is no social media in place today. The social media campaign was designed to enhance reputation through testimonials, blogs, and proven experience and track record. We also wanted Essential Hair Design to cultivate a community of followers through Facebook “Likes”, Twitter “Followers”, Pinterest “Followers”, etc. to continue where word of mouth leaves off. We believe that we are well on our way to accomplishing these objectives. However, in order to maintain and grow this thriving business, it is critical to maintain clientele and create new ones by keeping content fresh and current so as not to alienate the existing clientele and continue to draw new customers. Dedicating resources to this social media effort will be a critical success factor moving forward. For future success and to maintain a thriving business, it is critical to maintain cliental and create new ones.
