essential hair design
DESCRIPTION
Version 2 of Essential Hair Design Social Media CampaignTRANSCRIPT
Essential Hair Design
Kelly Lunsford • Roberta Hansen
Agenda
Section Section Title
1. Background, Objective, and Strategy
2. Scope of Project (Tools and Timelines)
3. Project Analysis
4. Lessons Learned
5. Conclusion
Background, Objective, and Strategy
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!
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!
• 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
Strategy
Scope of Project
Timeline of Events
Milestone PlannedActual
(LBE)% Compl Health
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
SM Tool Why How
Website Increase awareness of business and services
Menu of services, bio of stylists, coupons, and testimonials, request for appointment, and request for information
Twitter Increase awareness and bring traffic to website and increase cliental
Advertisements and testimonials and Twitter Handle
Facebook Increase awareness and bring traffic to website and increase cliental
Advertisements and testimonials and Facebook Company Page
Pinterest Increase awareness and bring traffic to website to increase cliental
Pinups on Pinterest of hairstyles
YouTube Show how to videos and other services Introduction of salon, salon owners, and services.
Social Media Tools
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 Homepage
Salon Owners Menu of Services Inspiration Blogs/Testimonials Contact Us
www.essentialhairdesigns.com
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
Website Pictures
Salon Pictures
Website Icons for Quick Clicks
Contact UsInspiration Services
Example of Competitor Website
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
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
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
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
Additional Strategies
Charity events
Surveys for new and existing
customers
Referrals for existing customers
Project Analysis
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
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
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
Conclusion
Conclusion
Increase awareness and
Preference
Thrive for the Future
Develop a Network of Followers