SOCIAL SOCIAL SOCIAL
CURRENCY NYC _loading
09.24 09.25 2017
_the downloadable guide
SEPTEMBER 2017 SUNDAY 24 MONDAY 25 #LBPIDEALOGUE
THANK YOU We are glad you joined us at our 2017 session of Idealogue. While relevant messages and important information were abundant throughout the two-day event, we know it’s hard to digest them all, especially when once-in-a-lifetime Instagram opportunities are everywhere… basically, we know distractions happen. That’s why we decided to summarize the gems of wisdom that shouldn’t be missed. Depending on where you are in life, some might have resonated more with you than others, but the following are those ideas we believe encapsulate what Idealogue: Social Currency was all about. Feel free to use this guide to put ideas into practice on your own professional and personal path, or perhaps, share with others on your team so they can get ahead as well.
O3
SETH GODIN SAID PEOPLE LIKE US (do things like this)
And with that, Seth gave us a complete marketing strategy in seven words. We all have an innate need to be part of a tribe and, to illustrate that point, Seth challenged us to clap in unison. It took us about 18 seconds to match each other before Seth explained, “We like doing what other people are doing—not all people, just our people. We want to be in sync with our tribe. It’s your job to connect people who want to be connected.” He asked us to consider the example of Harley-Davidson. He said: “If you ride with a biker gang, there’s a good chance you’ll see at least one arm inked with the infamous bar and shield—while almost no one gets a Suzuki tattoo! Is a Harley the most efficient way to get from here to there?” he asked. “No. Is it the best way for a certain group of people to say, ‘This is who I am?’ Yes, of course.” Seth also asked the audience to consider those billion-dollar brands built in the last decade: Warby Parker, Facebook, Uber—“every one of which is for weird people. All of them started at the edges, and it’s at the edges where we’re going to have people who want to talk to us.” We also learned a new word and concept: Sawubona, meaning “I see you.” Is there anything our customers want more than to be seen?
Finally, he told us that more often than not we are more prepared than we think; maybe not “ready� but definitely prepared with the skills and tools that could take us to the next level. All we have to do is dare to take the jump, the salto mortale.
FIND HIM AT
OUR TAKE
sethgodin.com
Create a brand that leads your desired client right into your chair. How? By showcasing on your social platforms and website exactly the type of lifestyle your ideal client would want to be a part of.
@ThisIsSethsBlog [on Twitter]
AS SEEN ON #LBPIDEALOGUE
: @ergostylingtools, @johnnygrimes2, @juliuscaesar, @rushbydinopalmieri
O5
JENNY STREBE
You are more likely to succeed if you start with a strong “why.” Joined on stage by her daughter Magnolia, @theconfessionsofahairstylist recited the words to Miley Cyrus’ song as an anthem to taking the next step even when the road ahead is not clear. One of her key messages revolved around the idea of building a supportive professional and personal network. “Surround yourself with people that encourage your ideas. Find people to cheer you on,” Jenny said. FIND HER AT theconfessionsofahairstylist.com @theconfessionsofahairstylist
OUR TAKE Having people around you who believe in you will give you the strength to take greater risks without the fear of judgment. You should feel free to experiment even if things don’t go as planned or your ideas seem totally outrageous, which, let’s be clear, are the kind of ideas that change careers and lives.
VICTOR VALVERDE
By switching his perspective, everything else also changed. Victor has faced all the challenges salon owners deal with today, including clients with a host of options and stylists directly connecting with clients through social media platforms. He also knows stylists can work anywhere, go independent or find a different salon, so instead of complaining about the state of the game, he decided to play it. “I stopped thinking about it as ‘I’m giving my hairstylist a paycheck’ and realized they are giving me the paycheck.” FIND HIM AT
kuthaussalon.com @victorval
OUR TAKE Adjust your perspective. Maybe having “Instafamous” hairstylists at your salon is not a risk but an asset. However, it is your job to create an environment, a salon culture, and a platform that allows them to get better every day. Make them choose you and watch your salon grow with them.
JAMIE DANA
She’s on a mission to encourage others. Remember Seth Godin’s tip on how to be happy in five words? “Do Not Read the Comments!” But what if that is not an option? If you are dealing with clients, you need to read and reply to them, whether they’re good or bad. Jamie Dana knows this because she has dealt with harsh criticism herself. She learned to turn it into fuel to do better—both for her and others. An innate educator who at some point felt like an outsider, she decided to create platforms that allow other hairstylists to grow their businesses. “I use social media to impact other people who feel like I did.” FIND HER AT
OUR TAKE
jamiedana.com
The energy you project is important. When you root for the success of others, you create a reputation that attracts clients and peers, while building a healthy, inspiring environment for yourself and your team.
@jamiedanahairstylist
AS SEEN ON #LBPIDEALOGUE
: @emiliebranch, @lbp, @beautylaunchpad, @beyondbeautyschool
O7
FRANKIE GREEK WITH ALEX FACTION, STEPHANIE BROWN AND INDIA K. What do a social media producer, a YouTube phenomenon, a successful tattooer and a contemporary artist have in common? Frankie Greek was a speaker at last year’s Idealogue: The Social Media Sessions, and she was so inspired by it she decided to return and invite others. Despite their diversity, the four panel members share one unifying experience: social media, undeniably, changed their professional lives. Alex Faction has over 250K followers on Instagram and almost 200K subscribers on YouTube, which allows him to showcase his love for Special FX makeup. Stephanie Brown is a tattoo artist in a heavily male-dominated industry. Displaying her portfolio on Instagram has made people focus on her talent rather than her gender. India K is an open book—almost literally—as her art leans on words to evoke emotions and generate reactions. She shares her thoughts so publicly and refreshingly on Instagram that people are drawn to her authenticity, which has led to more traditional exposure in galleries throughout the country. For these panelists, showcasing work while still adding unique personality traits to their feeds has worked best for building a large following that is truly engaged. FIND THEM AT
OUR TAKE
@grankiefreek @alexfaction @feralcatbox @heartbread
A common practice among successful Instagrammers: maintaining clean and professional feeds while showcasing their personalities and interests through Instagram Stories. When you share who you are, your audience creates a stronger emotional connection with your brand.
A PEEK INTO THEIR IG ACCOUNTS
URSULA STEPHEN Keeping it real.
#UrsieOnHair is all about her personal brand but she clarifies vehemently: “Social media will not build your brand; it is your passion…” (passion, passion, passion she repeats with fervor). “Social media is just there to showcase it.” Ursula catapulted herself to fame when she worked with Rihanna during her ‘Good Girl Gone Bad’ days, giving the singer the edgy and sophisticated look that took the media by storm. She also learned the power of “No” when she declined going on tour with the singer to focus on her own name and career. She opened her salon in Brooklyn in 2013, where she is “inspiring before she expires.” She keeps growing her celebrity clientele while mentoring other stylists at her salon, teaching them the profound social and cultural importance of hair. FIND HER AT
OUR TAKE
ursulastephen.com
Keep growing as an artist while learning and focusing on the client in front of you. Social media is a free tool to promote your work but it starts with the work.
@ursulastephen
O9
DEEPICA MUTYALA
‘Fake it ‘til you make it’ was a personal mantra she used to grow her brand. Now she gets to be her most authentic self. Deepica’s professional life already revolved around the beauty industry, but even after years of working for major beauty brands and the best makeup artists out there, she was still noticing a void: “There’s this place with 2 billion human beings called India, and there’s a little thing called YouTube, and still, there’s no one that looks like me?” The marketer saw a huge opportunity in that disconnect. She began creating beauty tutorials as a personal project, simply for the fun of creating content she’d like to see. That’s until she went viral. After that, she realized she had to go after her own version of the “American Dream.” She quit her job to pursue her passion, without knowing yet how she was going to monetize it (an example of Seth’s salto mortale). Another great piece of advice she shared is how she approaches people: She always tries to lead the conversation so they realize from the start the value she brings to the table and why it would be beneficial for them to work together.
FIND HER AT
OUR TAKE
deepicam.com
Just start / Take advantage of your network / Be you. Those were the three key points she left us with. We couldn’t have said it any better.
@deepicam
URSULA AND DEEPICA, AS SEEN ON #LBPIDEALOGUE
: @marleedidthat, @gordnm, @igkhair, @reubencarranza
LALA CHIHAIA
With a rare combination of toughness and humility, @lalasupdos encouraged us to keep swimming. “I don’t have a business degree and I’m not a social media guru, but I managed to open a business and make it successful.” With teary eyes and her voice breaking, Lala Chihaia shared how she came to America with her young daughter, $300 in her pocket and no knowledge of the language. At age 32, she was working full-time and going to school six days a week, doing whatever was necessary to build a better life for her and her daughter. But that wasn’t enough. She knew she needed to change her life, so she decided to embrace change. She opened her Instagram account three years ago, claiming, “I decided to take a chance because I had nothing to lose.” She credits social media as the most effective tool to build, expand, advertise and monetize your brand. These are some of her tips that you can quickly implement: Diversify your content per platform: A picture on Facebook can take you to a tutorial on YouTube and a blog post about the products used, or to a slideshow on Instagram. This way, you maximize your work by showcasing it on each platform in a way that’s more valuable for your audience. Partner with influencers: They are usually early adopters of social media who have built a large and loyal following. If you partner with five influencers who have an audience of 300K, 1.5M people will see your work. #Hashtags: A picture posted on Instagram that has at least one hashtag has 12.6% more exposure than one without. Be strategic depending on your specific goals—if you want to attract people who want to color, use hashtags about color; if you want to promote yourself as an educator, use hashtags about education. Maybe you want to attract a specific brand... Using existing hashtags will link you to existing searches, like #balayage, #haireducation and #oribeobsessed, but you can also create and add one original hashtag that represents your brand (it doesn’t need to be your name) and little by little you’ll build brand recognition.
FIND HER AT
OUR TAKE
lalasupdos.com
Lala invited us to embrace change, learn new things and take risks in order to get to the next level. She showed us that there’s power in vulnerability; people cried along with her and applauded her bravery with an emotional standing ovation.
@lalasupdos
11
LUPE VOSS
A state of focus that incorporates a total togetherness of body and mind? That’s Zen... and Lupe has it. Moving on stage with grace and humor, Lupe began with one piece of advice: Be the voice, not the echo. With these seemingly simple words she conveyed the importance of being present, kindly accepting where you are in this moment in your life and no longer comparing yourself to others, or worse, wasting your time trying to imitate them. She told us about a time when an Uber driver asked her student, who then asked her, the following questions: What are you good at? / What makes you happy? / How do you make your money? When you ask yourself these questions—and more importantly, if you can make the answers coincide—you can determine your Social Currency. Her answer to all three questions is sharing, and she developed a successful education company, @haircolormagic, based on that idea. Lupe doesn’t care about the number of followers, she cares about how engaged they are. She’ll take conversations over “Likes” any day!
FIND HER AT
OUR TAKE
haircolormagic.net
Platforms like @hairbrained_official and @haircolormagic are proof that we are all part of one big community, and that beyond location, affiliated brands and success levels, we all struggle with similar issues. Sharing knowledge won’t make you less successful, and that’s especially true for educators.
@lupevoss
ALFREDO LEWIS
He knows about kicking out comfort and reaching out to others in order to grow. When Brazilian Blowout came into the U.S. market, Alfredo was a hair colorist with a robust clientele, and he was comfortable that way. But he witnessed rapid growth and knew he had to jump on it—even though styling wasn’t his strong suit at the time. He decided to push himself and embrace change, and his life was altered because of it. He became Brazilian Blowout’s Global Director of Education, which gave him the chance to remain working behind the chair, but also opened up a newfound interest in the business side of the industry.
[Alfredo Lewis, cont.] So, when the company launched their latest product, he knew it had to be marketed in a different way to stand out from their competitors. He just didn’t know how yet. First, he approached celebrity hairstylists—the network he had built throughout his career—and they were happy to help. But it wasn’t enough. “Doing celebrity hair is always important, but more and more we’re seeing people come to the salon with a picture they found on Instagram from searching hashtags.” It was one fortuitous day at a Behind The Chair event, when he first saw @hairgod_zito using the product (and throwing it to the crowd), and that’s when things truly changed for the brand. He started talking to “Instafamous” stylists and learning from them. He began working with a small group of influencers that grew organically from 10 to 100. His own Instagram followers grew from 2K to 138K. He admits he would have never reached this level of success on his own and encourages salon owners not to be afraid to ask for help.
FIND HIM AT
OUR TAKE
brazilianbondbuilder.com
Once more, we heard about the power of influencers and how they can exponentially grow your brand. We also heard about the importance of admitting that we don’t know everything and that there’s always more to learn; it is an ever-changing world and industry after all. If working with influencers is not an immediate option, reach out to your youngest stylists and be open to their input on how to promote your salon on social media.
@alfredo_lewis
JEFF ARBOUR
As an entrepreneur, advertising consultant and venture capitalist in the cannabis industry, Jeff has “high” standards for business. Jeff Arbour knows about failure. In fact, he knows about epic failure. He has built multi-million dollar companies, and has seen them collapse too. The closure of his latest venture left him with some free time on his hands, which he took as an opportunity to redefine himself and his career. At Idealogue, he shared the three biggest lessons he learned from that time.
Lesson 1 / Quality is everything. Quality creates loyalty, and businesses are built on loyal customers. Lesson 2 / Be nice to people. Colleagues, employees, vendors, competitors—these are the people that will make or break your business. It doesn’t always come easy, but people can get better at anything by practicing, so practice being nice. Lesson 3 / The power of a network. Jeff clarified that social networks are important, but what he’s referring to are old-fashioned person-to person networks—people you can call in times of need that are going to answer the phone.
FIND HIM AT
OUR TAKE
@jeffarbour linkedin.com/in/jeffarbour
Start by creating a quality product or service and be nice to those you encounter along the way. This will help you build a network that will drive success for you and your business.
13
RONAN PERCEVAL
On why he made it his business helping you grow YOURS. Ronan identifies with the struggles any entrepreneur must juggle: dealing with staff issues, paying bills, creating marketing campaigns, and ensuring that every client that comes through your door gets the best customer experience. Between this and our personal lives, he knows it’s easy for salon owners or independent hairstylists to overlook the strategic things—big and small—that can take your business to the next level. The son of a pheasant plucker, Ronan took us down memory lane to when he was a young boy helping his dad transport the pheasants to restaurants and hotels. He observed that his dad’s van had no branding and no contact information—a simple issue with a simple solution that would have likely resulted in more business, and yet, his dad was too busy doing his actual job to focus on this small detail. While still in college, he and a friend developed easy-to-use appointment software that could send appointment reminders and help cut down on no-shows. They hoped any type of small business that took appointments— doctors, restaurants, salons—could be interested in it. However, they realized that in trying to do something for everyone, they were not solving issues for anyone. They knew they had to focus on just one industry. The final decision came when Ronan took an internship at a salon helping at the front desk. What he experienced there changed the course of his life. He’d never seen anything like this in any other industry: people were excited in advance about the service they were going to receive and joyfully smiling when it was time to pay! He knew then he was going to spend the rest of his life in this industry. Today, Phorest Salon Software serves more than 3,000 customers in the U.K., Ireland, Finland and the U.S.
FIND HIM AT
OUR TAKE
phorest.com/us/ @phorest_us
Ronan reminded us not to take for granted the unique industry we’re all a part of. He also reminded us that we have control over the customer experience once they enter the salon, but we should not overlook the importance of what we can offer before they get there or forget to cultivate the relationship post-service.
MAGGIE MULHERN
Social media... beyond Instagram. Maggie opened with the quote: “Salon owners who don’t use social are like swimmers who stay in the shallow end of the pool. They still get wet, but they are missing an opportunity to go deeper when growing their business.” After conducting her research, she concluded that if you are not working on your social media platforms, chances are, 10 years from now, you’ll become invisible. She interviewed a group of outstanding hairstylists and salon owners to see what platforms were currently resonating with the beauty industry. Here are some of the snippets of information she gathered from those interviews: • Instagram, Facebook and YouTube ranked as the big players when it comes to platforms that resonate with hairstylists and their audiences. And Yelp as a great way to promote locally. • Pinterest ranked as an underrated tool to drive people to your salon (one of the largest vehicles driving people to Modern Salon’s site is actually Pinterest). The most common hair-related searches are balayage, blonde, ash blonde and makeovers. • Instagram is a great platform to showcase your work, but it doesn’t necessarily link back to your salon— at least not with the same ease Facebook does. • Instagram and Facebook audiences are very different, with Instagram relating more to a younger audience. • If you have more than 10K subscribers on YouTube, the platform pays you to place ads at the beginning of your content. • Stay away from “shadow banned” hashtags such as #attractive, #bombshell, #models and #pixie. The list is long, and if you use any of these banned words, you’ll only show up in hashtag feeds of your current followers.
FIND HER AT
OUR TAKE
@modernmaggie1 @modernsalon
If you are new to social media, we’d recommend focusing on mastering one or two social platforms that resonate most with you and your ideal clientele. Work on growing your audience there instead of wasting time producing content and maintaining all social platforms, especially if you can’t delegate it to others on your team. Maggie also warned us, don’t forget about your website. The first thing a potential client is going to do after finding you on social is to go online.
15
GORDON MILLER WITH JULIUS CAESAR AND JOHN MOSLEY. Broadcasting live from Idealogue, the trio discussed The Resurgence of the Barber Culture. A self-proclaimed social media maniac, Gordon urged us to start by changing our perspective. Paraphrasing Wayne Dyer, he said, “To me, if you change the way you look at social media—from a personal tool where you interact with friends and family to a professional tool that can drive your business and your career—it can be transformative in your life.” Gordon chose this panel because both Julius and John hold refreshing social media perspectives and styles, but also because of how it has impacted their own careers. Julius Caesar, a young barber and salon owner in L.A., has been in the business for about 15 years. What started as a chore to help his family became a hobby, then a career and is now best described by Julius as a lifestyle. Julius has a particularly emblematic tattoo on his face that declares “Manifest”—and just by hearing him talk you know that’s his mindset. Julius on the impact of social media on the clients: “Tenfold, for sure! We all get the craziest reference photos and what’s extremely important for us, one thing I like to push out on my classes, is that it is our job to teach our clients the difference between a hairstyle and a haircut. What happened in that photo? Is it good lightning, Photoshop? That David Beckham reference, that’s a hairstyle! This many products went into it, and a blow-dryer and special comb… And to be honest, that is David Beckham, I got to make you YOU. What’s going to make the experience remarkable—the purple cow Seth talked about on day one—is that custom-tailored haircut that fits their lifestyle, hair type and routine.” One social media tip: “Don’t fake the funk—simple as that. Consider your social media your highlight reel but make sure it matches up with reality.” On the industry in general: “By license, I’m a barber. But to me, it’s all one big industry of hair.”
Among this group, John Mosley comes across as shy and soft spoken, yet his presence is impossible to ignore. Deep voiced, he recounts how he went into barbering as something temporary—just to buy some time until he’d figured out what he wanted to do with his life. It turned out, he already found his passion. John on the impact of social media on the clients: “I use my social media platforms to help build my clients’ brands. When they sit in my chair, I tell them, I don’t sell haircuts. I sell the emotions that come with the haircut. And when you sit in my chair you’re going to be able to use my iPhone and my Instagram to use my platform to promote yours; get in there and get as many followers as you can as soon as you can ‘cause the haircut might not take long! So, use my platform to give yourself a commercial while you’re in this chair. It makes the client brag about who their barber or their stylist is.” One social media tip: “I ask my clients, don’t take a selfie. Let me take the pictures of the haircut and send them to you. That way those are the images circulating on social media.” On the industry in general: “We are starting to see more women going into barbering. We recently added three female barbers to the Popular Nobody team; it’s very important as a leader to show that I support that!”
FIND THEM AT
OUR TAKE
@gordnm
The rise of the barber as a strong and highly appealing part of the industry is giving a platform to new artists and expanding careers for both men and women. Doing great work and taking pride in your craft will surely lead to ‘manifesting’ great opportunities.
@juliuscaesar @popular_nobody
#LBPIDEALOGUE AS SEEN THROUGH THEIR OWN INSTAGRAMS
: @gordnm, @gordnm, @juliuscaesar, @popular_nobody @juliuscaesar, @popular_nobody, @popular_nobody, @gordnm
17
LISA HART-WALKER
What she was missing ($) and how she found it ( ) Known to the industry as Lisa Loves Balayage, her talent and success are undeniable today, but Lisa says that not long ago that wasn’t the case. Up until 2013 she was earning between $450 and $600 a week and she wasn’t happy. Ironically, she quips: “I was blaming the receptionist because she was giving the best clients to my friends, or maybe the salon because their music wasn’t good or they hadn’t change the curtains in a couple of years…” And then a couple of things happened to her that might seem small but ended up changing her life. The first, a friend told her: “Treat it like a hobby and it will pay like a hobby. Treat it like a career and it will pay like a career.” Soon after: “They moved my station. It became evident that the people making more money were placed at the front and the ones making less were moved to the back. Soon after, I went home and told my husband, with tears in my eyes, that I was going to quit; his answer: why are you crying? You don’t make any money!” She changed salons and used the move to adjust her attitude. She didn’t know much about color so she immersed herself in color education, which built her confidence and took away the fear. She taught her first class and found the ingredient that was missing from the beginning: Passion. She also tried Instagram around that time: “If you ever want to know how you’re doing in life, post to Instagram. They’ll let you know really quick.” She started producing lots of video content and was brutally honest in all her posts—from what she charged to how long it took, to the mistakes she made. She didn’t think about it too much, she just wanted to share content she thought was relatable for the audience she was trying to reach. And it worked. Her following grew organically and so did her education platform. In 2017 alone, her education platform Balayage Bootcamp has held 75 classes, been to 70 cities, and served thousands of stylists.
FIND HER AT balayagebc.com @lisalovesbalayage
OUR TAKE It’s never too late to take charge of your own career. If things aren’t working the way you envisioned them determine what would make it better and work in that direction. There are many different paths for hairdressers: educators, colorists, barbers, stylists—it is a broad industry full of opportunities. Find —and follow— your passion!
GREGORY LITTLEY We’re only human...
Gregory debunks old notions of business-to-business (B2B) or business-to-consumer (B2C) – for him, marketing is simply about connecting to other living, breathing humans. He spends his days as a translator between seemingly different humans – let’s say CEOs and GenX’ers – and finds innovative ways to help them understand each other. His tried-and-true thought process: make it personal. He generously shared five ways to create a personal, relatable brand. Is anyone listening? Gregory reminds us that if you take the time to identify and immerse yourself in the world of the right audience, you’ll create human-centered messages every time. Your consumer is looking for a trusted friend, not just a product or service. In fact, consumers are… • 2/3 more likely to purchase from a brand whose VALUES align with their own • 10x more likely to buy based on the advice of trusted friends vs. offers from brands • reliant on social media to inform their purchasing decisions (three out of four consumers) Change is the only constant. When brands act like humans, they have the freedom to change. Setting your brand up for long-term relevance means creating a human personality that people expect will flex, grow, and get better with time. Now you’re talking! Creating a consistent tone and voice will do wonders to attract your ideal audience, reinforce your messages, and guide your creative content. Try to stay in character. The success of his Elizabeth Arden refresh was his perfectly pitched messages coming from a cast of familiar faces who respected the brand’s tradition (enter 91-year-old style icon Iris Apfel) and invited the next generation into the conversation (witty and irreverent Chelsea Handler, and America’s sweetheart Reese Witherspoon). Their presence made it personal. If you’ve got it, spend it. In today’s interconnected web of photos, video, TV, social and more, just because you create beautiful content, doesn’t mean your tribe can find it. Gregory wraps up with an earnest message – social platforms can get your message in front of the people that matter – for a price. If you can afford to invest in paid media, he shouts a resounding YES! Experiment, see what works, see what doesn’t and reap the rewards.
FIND HIM AT
OUR TAKE
@littleylittley [on IG and Snapchat]
Getting your message to the right audience is as easy as doing what you already do best – connecting with individuals. When you envision your brand as a person, and consider how she thinks, speaks, acts, you’re on your way to creating a friend that customers want to spend time with.
19
ALISON HERSH PACE The money’s in mobile.
At Facebook, Alison Hersh Pace leads a team that helps beauty marketers use the power of Facebook’s family of apps to transform their businesses. As spoken by “Mark,” Facebook’s mission is to give people the power to build community and bring the world closer together. Alison unpacks key tactics that can immediately change the way you use Facebook as a business tool. Beyond #hairgoals. Consumers want their stylists to turn the inspo photos they find on Facebook and Instagram into reality. Knowing this, business owners can make mobile work harder by engaging with consumers where they already spend their time. Optimizing their websites for mobile, creating business pages on Facebook (it’s free and as easy as setting up your personal profile), enabling appointment booking via Messenger are quick wins to start with. Local = Mobile. So your business page is set up. Now what? Using Facebook’s geo targeting, getting directions, calling the salon and sending direct messages at the push of a button mean more locals in your salon. Replicating the 1:1 relationship with the client via social allows you to scale up and reach more new clients than ever before. Numbers don’t lie. Alison shared some powerful numbers that every business owner needs to act on: • 20% of all consumers’ time spent on mobile is spent on Facebook/Instagram • 89% of consumers search for a local business once a week or more via mobile • Gen Z, your next wave of clients, has an attention span of 2.8 seconds • 40% of consumers will abandon a website if it doesn’t load in 3 seconds
FIND HER AT
OUR TAKE
Your client is obsessed with Facebook and Instagram, and you should be too. Spend your energy testing, learning, and iterating using the powerful tools available via business pages. You’ll go deeper with today’s clients, attract tomorrow’s clients, and get your business future-ready in the process.
JOHNNY WRIGHT
The best is [always] yet to come. Doing hair is in Johnny Wright’s blood. Inspired by Minnie Brown, his high-energy, bangle-wearing grandmother who did hair from age 13 to 91, Johnny shared how a witty and passionate hairstylist from the South Side of Chicago became #HOTUS (Hairstylist of the United States). He credits all of his success to saying “yes.” Set your sights. When Johnny started doing hair at 10 years old, his clients were part of his community – his brothers’ girlfriends, extended family, and churchgoers. It wasn’t until he convinced the most popular girl in his high school to let him do her hair that an entire career path opened up. With 100+ clients by his freshman year, Johnny learned that positivity pays off. Even when it’s scary, say Yes. After completing hair school and starting his freelance business, Johnny was taken under the wing of celebrity makeup artist Landis Johnson. Landis kickstarted Johnny’s career as a celebrity hairstylist, which led to his role as sole stylist for L’Oreal and his first campaign with Soft Sheen Carson. When he was pushed onstage last minute to host a L’Oreal hair competition, Johnny discovered his flair for entertainment. Pushing fear and lack of experience aside, Johnny said yes over and over and changed his career forever. Trust your journey. With Today Show host and MSNBC anchor Tamron Hall as his breakout client (he saw her on TV, said “I’m going to do her hair” and by chance, met her 2 weeks later, where he convinced her to let him do her hair) Johnny was firmly placed on the Chicago celebrity circuit. When a certain senator’s wife, Michelle Obama, needed her hair done for a shoot, Johnny said yes, showed up, did great work, and thought it would be left at that. As the campaign progressed, he was called more and said yes every time. Becoming #HOTUS was the culmination of a career of saying yes.
FIND HIM AT
OUR TAKE
@johnnywright220
Optimism is powerful and the law of attraction is real. Opportunities will come your way, and while you may feel unprepared and unworthy, say yes anyway, show up, and watch yourself learn, change and grow. You’re enough. Right now. Say YES and forget the rest.
21
#LBPIDEALOGUE AS SEEN THROUGH YOUR LENSES
: @picklepr, @salonadelle, @delamersalon_spa, @errinhair @luminenancy, @cosmopolitanhairsalon, @laarasmarie, @colormeagain @julzzz310, @ramirocorrales, @ronnyhere, @spaceskum @tonyachiesa, @hausofheir, @necolecumberlander, @saeidhomayouni
UNTIL THE NEXT IDEALOGUE SESSION
SPECIAL THANKS TO OUR SPONSORS
: @saloncentric, @ergostylingtools, @hanzonation, @oribe @randcohair, @randcohair, @framarint, @phorest_us @smithandcult, @smithandcult, @v76, @v76 @igkhair, @igkhair, @pulpriothair, @pulpriothair
APPLY IT. SHARE IT.
23
C N @lbp #LBPidealogue