For small business owners, an effective social media strategy is critical for driving sales, building visibility, and attracting new clientele. For salon owners and professionals in particular, developing a consistent and comprehensive social media presence can be a challenging task. With multiple responsibilities behind the chair and in-salon, many salon owners struggle to find time to manage and cultivate a social media community. An added complexity for salon owners is finding an effective way to drive the sale of retail product in their salons. Redken 5th Avenue sought to develop a tool to that would help salons build their social media presence while driving retail sales, and ultimately increase revenue.
Redken 5TH Avenue's Facebook Content Creator Program launched in 2014, and has since provided an innovative social media solution for salon professionals. A key component of a loyalty rewards program, the tool creates and automatically posts content 2-3 times per week to eligible salon Facebook pages.
As all salons must purchase a minimum of $500 Redken Styling product to qualify for the program, all content posted is related to Redken's styling products and drives the consumer to the salon to learn more about the product from their stylist. Product imagery, consumer testimonials, and trend-focused styling how-to videos integrate Redken Styling product to help drive retail sales in salon. These categories of content are selected by Redken's social media team, and are optimized based social insights and key best practices.
By enrolling in The Facebook Content Creator program, salon owners are able to seamlessly optimize their social media efforts with a combined strategy that both grows their Facebook following and drives retail sale revenue. Redken 5th Avenue's program is both a business to business and business to consumer solution.
Additionally, all content is published through Salesforce's Social Studio platform which allows for customized content distribution and insights:
"With Salesforce's Social Studio, Redken is engaging with their professional salon's and distributor customers in new and personalized ways. Redken's B2B and B2C Salon program is the perfect use case for Social Studio. Redken can target content by region, professional product line, local events, etc. The tool also allows Redken to define user access, permissions, and define the distribution groups to have a scalable program. They can also understand what content is performing best and repurpose to create the most compelling content for their distribution channels. We're excited to work with Redken on further refining and automating the experience for the program managers by gathering sales data to assist in product content placement."
-Patrick Stokes
VP, Product Management for Content Marketing & Publishing Team
Redken 5th Avenue's Facebook Content Creator program currently has over 1000 participating salons. On average, salons gain 400 new Facebook fans within a year of enrolling in the program and experience a 42% increase in Facebook reach. Additionally, participating salons purchase an average of 12% more Redken Styling product due to increased sales.
