social media optimization: campaign goals
TRANSCRIPT
WHAT IS BII?
Bii Hair Salon is located in a suburb 40 miles northwest of Chicago IL, in West Dundee.
It’s an upscale salon offering a variety of hair services and treatments.
The salon is “eco-friendly” and prides itself on being an industry leader in helping save the environment by using natural-ingredient products, recycling efforts, and use of wind energy to power the salon.
TARGET CUSTOMER
Bii’s target demographic is 23-45 men and women whose income is between $30k-$65k per year and appreciate the environmental efforts the salon practices in order to keep the environment and their customers Bii-utiful.
CUSTOMER PROFILE 1
Liz Gattone Sales Rep
Demographics• Age: 45 • Female • College educated • Income: $52k/ yr • Single mother of 2 • Location: Bartlett, IL
Buying Habits• Gets style inspiration from
beauty blogs • Follows brands such as
H&M, Express, Coach • Has profiles on Facebook,
Pinterest, and Instagram
Psychographics• Spicy and sassy, Italian
and Irish personality • Has all kinds of friends:
gay, straight, & lesbian • Loves a good craft beer
and listening to bands at the local pub.
Content & Messaging• Mostly uses Facebook and
Pinterest. • Conversion goal: Like
company profiles and sign up for newsletter
CUSTOMER PROFILE 2
David Vargas Make-up Artist
Demographics• Age: 25 • Male • High School Diploma • Income: $29k/ yr • Engaged • Location: Aurora, IL
Buying Habits• Gets style inspiration from
beauty and fashion blogs • Follows brands such as
Armani, Gucci, and H&M. • Has profiles on Facebook
and Instagram
Psychographics• Gay, spunky, Mexican. • Loves to talk and gossip • Good credit and a good
saver. • Instructs Zumba classes
with his fiancé and loves a good Caribbean vacation.
Content & Messaging• Mostly uses Facebook and
Instagram • Conversion goal: Like
company profiles and sign up for newsletter
CUSTOMER PROFILE 3
Kristyna Salo Bartender
Demographics• Age: 29 • Female • High School Diploma • Income: $35k/ yr • Married • Location: Elgin, IL
Buying Habits• Gets style inspiration from
beauty and fashion blogs • Follows brands such as
Balmain, Guess, and H&M. • Has profiles on FB,
Snapchat, and Instagram
Psychographics• Fun, outgoing, Pilipino
girl. • Loves selfies and
compliments • An avid runner • Enjoys nights out with her
spouse and a good red wine.
Content & Messaging• Mostly uses Snapchat and
Instagram • Conversion goal: Like
company profiles and sign up for newsletter
PRIMARY SOCIAL MEDIA GOAL
The primary goal of Bii’s is to get more likes and follows on their social media profiles because Bii
showcases their art of hair and love of the environment on these and eventually their target audience will convert into an actually customer
this way.
SECONDARY SOCIAL MEDIA GOAL
The secondary goal would be, once converted, their customers sharing their gorgeous hair on their own social profiles and gaining more exposure through their customer’s own fans, followers, and friends.
PRIMARY CALL TO ACTION
The primary CTA of Bii’s is to get more likes and follows on their social
media profiles.
SECONDARY CALL TO ACTION
The secondary CTA of Bii’s is to get their fans and followers to share their
content.
SOCIAL MEDIA CHANNELS
Bii will focus their social media efforts on the following
platforms:
METRICSBii will measure its success of their social media campaign by way of:
• Likes and shares on Facebook because the more Likes they have, the more likely a fan will see and share content.
• Followers and Likes on Instagram because IG is the most popular photo platform and Bii’s end product is photo-perfect!
• Subscriptions and number of views on YouTube because the more subscribers Bii has, the more feedback Bii will get on their services and products to further develop upon and improve.
COMPETITOR 1Spa Bleu is active mostly on Facebook and Instagram. They have a YouTube channel but has only posted one video, three years ago.
COMPETITOR 1
Spa Bleu has 4200+ fans on Facebook. On here, they post a little bit of everything such
as, honoring team member’s birthdays, to company events and awards shows,
and of course transformation pictures of their
guests.
COMPETITOR 1
Despite their large fan following, Spa Bleu’s
fan interaction averages only 6 likes
per post.
COMPETITOR 1
On Instagram, Spa Bleu garners 591
followers; however, they
have, on average, more likes per post
than their FB page.
COMPETITOR 2
Fox River Spa & Salon - http://www.foxriverspa.com/
COMPETITOR 2
Fox River Spa & Salon is active mostly on Facebook and Instagram. They have a YouTube channel but has only posted four videos, with
their last upload one year ago.
COMPETITOR 2
Fox River Spa & Salon has 2300 fans on
Facebook. Their posts includes hairstyles by
their stylists, local sponsored events,
inspirational quotes, and stock photos.
Their average interaction per post is
8 likes.
COMPETITOR 2
On Instagram, Fox River Spa & Salon
garners 468 followers. They too have, on average,
more likes per post than their FB
page. However, they’re posting
different content on this platform.
SOCIAL MEDIA SUCCESSES
Brands that have a successful YouTube channel are:
• Mad About Meechie https://www.youtube.com/user/demetriafsfrancis/videos
• David’s Salon https://www.youtube.com/channel/UCu1m8L_Lt_HTEgAk4ENIa9A/about
SOCIAL MEDIA SUCCESSES
Mad About Meechie
• 150+ followers • Daily uploads • Content includes how-to’s, product plugs,
photoshoots, and events
SOCIAL MEDIA SUCCESSES
David’s Salon
• 335 followers • Videos uploaded regularly • Video content is consistent with branding • Content includes how-tos, product plugs, panels, and
events.
SOCIAL MEDIA SUCCESSES
Brands that have a successful Instagram profile are:
• Elle Salon, Inc https://www.instagram.com/ellesaloninc/?hl=en • Sola Salons https://www.instagram.com/solasalons/?hl=en
SOCIAL MEDIA SUCCESSES
Elle Salon
• 8300+ followers • Consistent postings • High like yield • Content variety
SOCIAL MEDIA SUCCESSES
Sola Salons
• 5100 followers • Consistent postings • High like yield • Content variety
SOCIAL MEDIA SUCCESSES
Brands that have a successful Facebook page are:
• Regis Salons https://www.facebook.com/RegisSalons/
• Mario Tricoci https://www.facebook.com/MarioTricociHairSalonsDaySpas/
SOCIAL MEDIA SUCCESSES
Regis Salons• 21+k likes • Fun and exciting content such as transformations,
inspiration, and fun places to eat. Good variety of content.
• Somewhat consistent posting
SOCIAL MEDIA SUCCESSES
Mario Tricoci• 28+k likes • Fun and exciting content such as transformations,
inspiration, and fun places to eat. Good variety of content.
• Consistent, daily posting
THE PLAN
• Post daily, at least once but not more than 3x’s/day
• Post a variety of content such as transformations; how-to’s; informational about services & products; inspirational; team member profiles; and company sponsored events.
• Hashtag: #BiiBeautiful
THE PLAN
• Post daily, at least once but not more than 3x’s/day
• Post a variety of content such as transformations; how-to’s; informational about services & products; inspirational; team member profiles; and company sponsored events.
• Hashtag: #BiiBeautiful #chicagosalon #naturalsalon #ecofriendly #salonandspa #IGsalon
THE PLAN
• Post at least 1x/wk but not more than twice.
• Post a variety of content such as transformations; how-to’s; informational about services & products; inspirational; team member profiles; customer testimonials; and company sponsored events.
• Hashtag: #BiiBeautiful #chicagosalon #naturalsalon #ecofriendly #salonandspa #IGsalon
CROSS PROMOTION
• I will reach out to local restaurants for Bii events, to sponsor.
• Get involved with local events and cross-promote through their channels.
• Reach out to the companies we use for products, for company referrals.
• Reach out to local celebrities and offer free services and products in exchange for their review
EDITORIAL CALENDAR
SOCIAL MEDIA POSTS
The following are social media posts for each of Bii’s chosen channels:
YOUTUBE
This video is both informational and in trend; Bii’s audience wants to know how they can get trendy,
celebrity styles at home.
YOUTUBE
This video falls is line with Bii's mission of eco-friendly services; Bii’s fans wants the best for their
hair and the environment.
Client transformations are always fun to see; Bii’s fans want to be reminded of how
innovative and on trend their salon is.
#TBT Contests is a fun way to get fans to interact with each
other and a little friendly competition and prize is
always an incentive!
Team Member Spotlights showcases Bii’s employees,
giving fans an inside look into their stylists, making them feel a part of the Bii family.
#BiiBeautiful is Bii’s mantra and what better way to promote beauty than to
expose all the many different facets that are beautiful to
Bii’s fans
AMPLIFICATION STRATEGIES
1. Partner with celebrity beauty bloggers and YouTubers to gain more exposure and a broader audience.
2. Utilize paid and sponsored ads on chosen social media platforms to reach new fans and followers.
3. Participate in local events and charities. 4. Like other salon profiles and comment on their
posts. 5. Post bi-weekly blogs, being certain that fresh
content is getting noticed by the search engines for maximum SEO.
AD BUDGET
The following is the budget allotted for each social channel:
$50/mo$175/mo $300/mo
FACEBOOK AD COPY
YOUTUBE AD COPY
YOUTUBE AD COPY
THIS CONCLUDES OUR PRESENTATION
Thank you!