3. “Salons are one of the
last ‘touch businesses’
so it’s important to
build genuine
relationships and be
more than just a
business.”
-PJ Ciraulo, Owner
4. The Challenge
Team goals and responsibilities
Increase brand awareness and social media
engagement
Showcase brand’s talents and characteristics
Produce original content and manage engagement on
Facebook, Twitter, and Instagram
5. The Client Lineup
Who walks thru your doors?
Men and Women
18-50 Years Old
Authentic, stylish,
and creative types
Regulars, referrals,
and foot traffic
6. The Style
Showcasing what your brand represents
Customer Love Hair TipsCurrent Events Bedlam Lifestyle
How we determined these themes:
With insight from you and your employees, we decided that these four
themes are what embodies Bedlam’s brand values. We also took into
consideration inspiration from the hair industry and local salons.
7. The Followers
Enticing viewers and driving engagement
Who Your Influencers Are:
Local Businesses
Your Favorite Brands
Hair Gurus
8. The Analytics
Twitter
Starting followers: 0
Ending followers: 48
Average likes per post: 2.6
Average engagement per post: 4
Engagement percent based on followers: 15.3%
9.
10. The Analytics
Facebook
Starting likes: 554
Ending likes: 582
Average likes per post: 9.3
Average engagement per post: 15.1
Engagement percent based on followers:
21. The Take-home
Recommendations for future posts
Tag stylists and clients Geotag location instead
of business name
hashtag
Add value for audienceCreative and copy
are complementary
22. Timing Matters
Posting for highest engagement
Tried early morning, 3-6 pm performed well
Business hours didn’t work well, 4-8 pm was best
Audience not on platform in the morning, evenings from 4-9 pm was
better
*The less time it takes the follower to go thru the content the better. Copy,
hashtags, and videos should be brief.
Our group worked really hard, but also had a lot of fun. Though we each had our roles, we all contributed to each other’s work too and it was definitely a collaborative process.
Establish brand as the ultimate local hair resource
Build rapport with staff and followers
A great thing about Bedlam is that it attracts both men and women. Men feel comfortable in the salon because it isn’t all pink and frilly inside. It’s rare to have a salon cater to both women and men that offers barber services.
While most clients are young adults, the salon also has business professionals and even some clients’ kids.
The average client is someone who is down to earth, artsy, and usually very specific about what they want.
While most clients are regulars, the salon also gets business from a lot of referrals and foot traffic due to its location in the downtown core.
Had group one-on-one with owner, PJ, to learn about the brand, his business goals for our project, and ask questions
Researched stylists, clients, and industry trends (Mined for info across platforms and Insta-stalked!)
Developed rapport with staff as project progressed
Driving engagement can start with a simple follow or an @ mention. When followers see the interaction exchanged between both parties, they see a connection being made.
Twitter: Initially started following local business such as: bars, restaurants, local clothing brands, DTSJ city accounts, SJSU-students and athletes, local sports team such as the SJ Giants and SJ Sharks
Facebook: Location tagging and tagging company accounts in posts.
We used to our advantage brands that Bedlam loves. Because these brands are well known and beloved by others, our content will reach further with the mention of their name.
Brands that Bedlam loves: bumble and bumble, the wet brush, wella, and layrite
Next we aimed for the hair experts. If they can relate to our posts, they can push for our content by liking and retweeting our posts.
Hair experts, from local to international
There was a fair amount of engagement with Facebook. We found that most who commented or liked our posts were friends and family of Bedlam associates.
*PJ Jail Pic
Our engagement on Twitter was minimal. There was a number of likes each day for our posts, and a few @ mentions from clients. Local businesses, whom we promoted (like SP2) liked and retweeted our tweet.
*Sp2 pic
We found that Bedlam Beauty and Barber is more suited for Instagram. Most of their stylists have Instagram accounts and contribute greatly with promoting the salon and engaging with clients. Also the salon industry is active on Instagram, which means it is a great way to reel potential clients!
*Fresh Cut pic
Posts that give followers a glimpse inside the Bedlam salon and lifestyle get the most engagement. These images are effective because they are effortless and have that human touch. These types of posts give the salon a friendly vibe but also reflect the Bedlam style. Videos are another way to reflect Bedlam’s style, but it also gives the salon credibility for being skilled at what they do.
Our most successful posts are videos that showcase the talents of the staff and reflect the Bedlam style.
Bedlam lifestyle posts were opportunity to showcase the culture of the brand and style
We learned that people don’t want to be taken to external links or read too much. Promoting local events would be fine if those types of posts were kept to a maximum of one per week. Food posts are hit or miss. What keeps people engaged and wanting to see more is definitely the on brand images and videos that you feel as though you personally know Bedlam and the people who work there.
IG should be your primary platform, but don’t ignore the value of FB and TW to reach clients
Use stylists’ and clients’ accounts to bring more attention to the brand
Copy and creative shouldn’t mimic each other
Post content that adds value for audience (hair tips/interesting events - make sure to tag any other brands if cross promoting)
Geotagging is used more globally and allows follower to easily click/discover all posts, leaves room to use other #s
Time it takes follower to read/go through content: copy shouldn’t be too long, don’t overdo #s (2 at most, make sure they’re established)
Post times that work best:
1-4 for FB and TW: didn’t work well for us, our followers not really on at that time
FB: determined audience not really on during biz hours, likely check FB after 4, 4-8pm was best
TW: early AM not successful, around 3ish - 6ish worked well
IG: morning not good, later in day, ppl prob get bored in afternoons, get attn in afternoons, evenings, 4-9 worked best
