Pyure AvedaSocial Media Plan

Developed June 2011

Overview- Using Pyure Aveda’s current Facebook Fan page, we will create promotions

and generate daily updates. o We will also respond to any questions or comments on the Pyure

Aveda Facebook page within 24 hours.

Promotions (June-September 2011)- We will run the following promotions on the Facebook page:

o “Share your eco-chic style” promotion Description: Clients are encouraged to take pictures of their

new hair style after getting it done at Pyure Aveda and post the picture on their Facebook page. They must tag “Pyure Aveda” in the post.

We will publicize this promotion to encourage more individuals to post, but we will not disclose how often we are choosing winners. The goal is to choose one person per week.

Reward: $25 gift card to one person per week Winner chosen: every Wednesday Introduce: June 22 Promote: June 29, July 6, July 13, July 20 End: July 27

o “Like” us on Facebook promotion Description: During the month of July, each individual who

becomes “likes” the Facebook page will receive/be eligible for rewards from Pyure Aveda.

Reward: Each new Facebook fan will receive a free eyebrow wax

or deep conditioning treatment for free. One new fan per week will be rewarded a free haircut

from Pyure. At the end of the month, one new fan will receive a $100

gift card to Pyure. Winner chosen: July 31 Introduce: July 1 Promote: July 8, July 15, July 22 End: July 31 Additional: We will feature this promotion on stickers that we

put on the stylists’ mirrors so that clients can see it while they are getting their hair done.

o “Empowering Pyure Beauty” promotion Description: Facebook fans are encouraged to take a picture

of what beauty means to them, upload it onto Facebook, and tag Pyure Aveda in their post.

We will put these pictures in an album on Facebook. Individuals can vote for their favorite picture by clicking “like” in the album. (To “like” the picture, you first must become a fan of Pyure Aveda, which will help bring in more fans.)

At the end of the month, the picture with the most “likes” wins, and the photographer will receive a reward (TBA).

Each week, we will randomly choose a picture to win, as well. Reward TBA.

Reward: TBA Winner chosen: every Wednesday Introduce: August 3 Promote: August 10, August 17, August 24 End: August 31

o “Designer ‘Do” Challenge Description: Stylists must create an up-do of their choice, take

a picture, and upload it to an album on the Facebook page. Throughout September, individuals can vote for their

favorite updo by clicking “like” underneath the picture of their favorite up-do.

At the end of the month, the stylist whose picture got the most votes will receive a reward (perhaps an extra vacation day?).

This will encourage stylists to tell their clients about the Facebook page and ask for their votes. Again, to vote, the clients first must become fans of the page.

Reward: TBA Winner chosen: every Wednesday Introduce: September 7 Promote: September 14, September 21, September 28 End: October 5

Facebook Posts- Each week will feature the following posts:

o 1 post: “Hair Science” (each Monday) Develop these hair tips by consulting Pyure Aveda employees.

o 1 post: “Creations” (every other Thursday) Post information about how to do an up-do using articles or

videoso 1-2 posts: Feature promotions or promotional winners (see pre-

scheduled updates calendar)o 3-5 posts: General posts including hair/beauty/makeup tips, summer

beauty tips, organic food recipes, and beauty quotes o Occasional: Facebook poll to engage individuals

Could chose one respondent to win (reward TBA)

“Hair Science”

- Description: There is a science to preserving and maintaining your hair’s natural beauty. Playing off of the Aveda “Green Science” skincare line, Pyure Aveda stylists will contribute “hair science” tips each Monday. These will be short “how to” tips about anything hair-related and will be posted on Pyure social networks. Possible content areas are outlined below.

- Content: These (140-character or less!) tips will be generated in conjunction with Pyure Aveda stylists. Content could include:

o How to restore hair’s natural beautyo How to protect hair from heat damageo How to keep hair from getting frizzyo Curly hair “fear no more” – telling girls with curly/frizzy hair how to

manageo Defuser – what is it, who should use it, and when should you use it?o Foods that make hair shiny o How to chose the best hair color for youo How to get the “red carpet” hairstyle looko How often to wash/condition hairo When you should buy a new hairbrush o If you should use the same shampoo daily o Quick up-do styles o Highlighting tipso New hair style tips

“Creations”- Description: Everyone loves up-dos, but so few of us know how to do the

‘do! Every other Thursday, we will post a video or article that shows/explains step-by-step how to achieve the up-do you want.

- Content: Pyure Aveda specialists will create a short video/article showing how to execute a certain hair style. Content could include:

o Quick up-do trickso Date night up-do: Classy and Sassyo Wedding up-do: The perfect ‘do for hearing the “I do’s”o Beach up-do: messy, beach-y lookso The working girl up-do: Quick, Slick, and Classy o French twist up-do: Twist and shout about this classy up-doo The post-workout up-do: Keep your post-workout glow without the

greaseo Picnic up-do: Easy up-do to complement your summer sundresso Accessorizing up-do: From headbands to flowers, how to use

accessories to accent your up-do

Facebook Poll - Description: Once per month, Pyure will post a Facebook poll to encourage

interaction with fans.

- You’re having a bad hair day. How do you tame your mane?o I break out my hat and hide my uncooperative locks.o I put on my favorite outfit and try to draw attention away from my

unruly hair!o I opt for a quick up-do and go.o It happens to everyone, so I smile and get on with my day!

- What’s your favorite quick relaxation technique?o I take a few deep breaths to refocus myself.

o I opt for a short meditation session to help clear my mind.o I step away from what I’m doing and go back to it in a couple minutes.o I take some “me” time to go for a walk or just enjoy nature.

- What hair product couldn’t you live without?o Blow dryero Straightenero Curling iron o Brush o Hairsprayo Curling spray/gel o Defusero This is too hard…I need them all!

- You’re ready for a change. What do you do to get a new look?o Nothing too crazy…I’ll just tweak my current part, get some bangs, or

do my hair a different way.o I instantly opt for highlights – it’s a great way to get a new look without

being drastic!o I’ll call my stylist and get a new hair cut…if I hate it, it grows back! o I try out a new color.

General Posts

A. Questions1. Keep your hair looking fabulous this summer…the natural way. How do you

get your hair to keep its natural beauty? http://thankgodimnatural.wordpress.com/2010/06/02/7-tips-to-keep-you-natural-hair-looking-fabulous-this-summer/

2. From hair to makeup to skin, here are little secrets everyone should know! Do you have a beauty secret to share with us? http://www.marieclaire.com/hair-beauty/tiptool/expert-beauty-secrets?click=smart&kw=ist&src=smart&mag=MAR&link=http://www.marieclaire.com/hair-beauty/tiptool/expert-beauty-secrets-SMT-MAR#/category1

3. Here’s some “Lovely Advice” from the creators of The Beauty Project. Do you have anything to add? http://thebeauty-project.tumblr.com/post/5208053258/health-drink-plenty-of-water-eat-breakfast

4. Alert: questionable hair style article ahead…what do you think of this feathery fashion? http://abclocal.go.com/kfsn/story?section=news/consumer&id=8180315

5. Beauty(n): The quality that gives pleasure to the mind or senses…what do you find beauty in?

6. What hair product couldn’t you live without?7. Water is the best way to rehydrate yourself in hot weather! What’s your

favorite way to flavor plain water?8. Consider switching to an oil-free based makeup during the summer months to

help keep your face fresh! What’s your best summer makeup secret? 9. The heat can really bring your hair down (literally!). How do you keep your

hair fabulous in the summer heat?10. How do you keep yourself stress-free and relaxed during a busy week?11. Studies show that music can help relax and relieve stress. What song helps

you relax and enjoy life?

12. What is your favorite part of putting away your summer clothes and showcasing your fabulous fall style?

B. Quotes1. The time to relax is when you don’t have time for it.” –Sydney J. Harris…take

some time for yourself today!2. “The best way to keep young is to keep going in whatever it is that keeps you

going.” – Ingrid Bergman…what keeps you young?3. “The future belongs to those who believe in the beauty of their dreams.” –

Eleanor Roosevelt4. “Anyone who keeps the ability to see beauty never gets old.” –Franz Kafka5. “Taking joy in living is a woman’s best cosmetic.” –Rosalind Russell6. “It’s beauty that captures your attention; personality which captures your

heart.” – Oscar Wilde7. “Love of beauty is taste. The creation of beauty is art.” – Ralph Waldo

Emerson8. “The most beautiful things in the world cannot be seen or even touched, they

must be felt with the heart.” – Helen Keller

C. Relaxation posts 1. “No one can find inner peace except by working, not in a self-centered way,

but for the whole human family.” – Peace Pilgrim2. “He who lives in harmony with himself lives in harmony with the universe.” –

Marcus Aurelius3. “Possession of material riches, without inner peace, is like dying of thirst while

bathing in a lake.” - Paramahansa Yogananda4. “The ultimate life lesson is to be supremely happy, joyful, loving and free.” –

Unknown5. "When you find peace within yourself, you become the kind of person who can

live at peace with others." - Peace Pilgrim6. "The life of inner peace, being harmonious and without stress, is the easiest

type of existence." - Norman Vincent Peale7. “World peace will never be stable until enough of us find inner peace to

stabilize it.” – Peace Pilgrim8. “Eternal inner peace has to be cultivated daily.” – Delphine-Gay de Girardin 9. Take a deep breath, strengthen your stomach muscles, and get rid of your

stress all while sitting at your desk! http://www.livestrong.com/article/128695-stomach-exercises-desk/

10. Five simple steps to inner peace: simplify, accept, forgive, do what you enjoy, and be careful with your inner peace. http://www.positivityblog.com/index.php/2010/02/26/how-to-find-inner-peace-5-timeless-thoughts/

11. A little stressed today? Remember to smile…showing those whitey pearls can help you feel instantly happier!

12. Try a five-minute meditation session…silence your mind, take deep breaths, and get ready to tackle your day feeling anew!

D. Aveda 1. Experience a professional hair consultation without leaving your computer.

http://www.aveda.com/looks/hair_advisor/2. Ready for a new look? Explore Aveda’s hair style archives…

http://www.aveda.com/looks/gallery/flash/looks_library.tmpl

E. Other

1. Stay in style this summer with these beauty tips -- http://www.instyle.com/instyle/package/general/photos/0,,20480953_20497731_20968578,00.html

2. Grab your running shoes and your sunscreen…here are 13 tips for developing your own beach body workout! http://www.health.com/health/gallery/0,,20479144_1,00.html

3. Want a short summer look? Consider these celebrity styles: http://www.glam.com/photos/short_celebrity_hairstyles/

4. Tired of constantly fighting with your skin? Daily face wash just not enough? Here are simple solutions to four common skin problems: http://www.marieclaire.com/hair-beauty/trends/articles/common-skincare-problems-solved?click=rel

5. Heading out for your summer vacation? Here are tips to protect your hair while you soak up the sun: http://cocoandcreme.com/2011/05/vacation-beauty-tips-for-caring-for-hair-on-summer-trips/

6. Bad hair days happen to all of us (unfortunately). Here are a few hats that can help hide even your worst bad hair days! http://www.shefinds.com/2010/5-best-summer-hats-that-make-bad-hair-days-better/

7. Turn up the grill and try these smoky veggie quesadillas…use your favorite organic vegetables to create a quick and healthy meal! http://family.go.com/food/recipe-779173-smoky-veggie-quesadillas-t/

8. It’s 5 o’clock somewhere! Try one of these mixed drinks at your next happy hour: http://drinks.seriouseats.com/2011/04/organic-spirits-for-earth-day-paul-clarke.html

9. Best way to pull off a summer style? Accent your up-do with a brightly colored flower!

10. Need a super fast facial at home? Try this organic oatmeal and yogurt facial…your face will be cleansed in less than 15 minutes! http://beauty.about.com/od/soap1/r/oatmeal_face.htm

11. Enjoy your summer vacation without interrupting your beauty routine - http://www.latimes.com/features/image/la-ig-beauty-travel-minis-20110612,0,5445325.story

12. Wash your hair but wake up with it limp and dull? Try using a volumizing shampoo which will help prevent residue build-up and make you shine!

13. Did you know that drying hair with hot air softens and helps shape hair, but ending with cold hair helps you set your style?

14. Avocado is good for more than just guacamole! Whip up an avocado hair mask (avocado, olive oil, banana, & egg) to make your strands glossy.

15. Secret to post-workout hair: Blow dry from root to tips with a paddle brush, then rub a light pomade between palms and smooth over hair.

16. To instantly volumize hair, flip your head over, shake out your strands, then spritz your hair with some hairspray. Vavoom!.

17. Try it before you dye it…Here’s an easy way to try out a hair style before committing to it… http://www.instyle.com/instyle/makeover/ .

18. Take your hair color from summer to fall: http://www.taaz.com/beauty/beauty-tips/makeovers/summer-to-fall-hair-color.html

19. Learn how to redo your favorite celebrity ‘dos -- http://www.totalbeauty.com/content/gallery/best-fall-celebrity-hairstyles-updos

Blog IdeasThe blog, “Pyure Ponderings,” will expand upon general social media updates. Other possible blog ideas are as follows:

1. Feature testimonial from someone who did our “Try it before you dye it” hair color generator and then decided to dye their hair at Pyure

2. Which hair cuts are best for each face’s shape a. Could use pictures of Pyure clients as examples

3. “Food for Thought” – which food products are best for your hair and how to use them

4. “DIY Celebrity Style” – An expansion of the “Bobbi Pin Bulletin” to show customers how to recreate red carpet hair styles

5. Why natural products are good for you a. Compare organic, natural products to regular products with chemicals

6. Weekly “Pyure Beauty” Tipa. Each week, one stylist can blog about their favorite beauty tip.

i. See the “Color Concierge” Notes on the Pyure Aveda Facebook for the type of posts stylists would be contributing

b. Run weekly tips July-August c. Fans will be encouraged to share their own beauty tips in the “Share

your beauty secret” Facebook contest, beginning in September