Leave it to Luxury Brand Partners (LBP) to stage a groundbreaking, first-of-its kind social media and digital conference. In collaboration with American Salon, Idealogue: The Social Media Sessions brought together the leading minds and influencers in social media to explore what the digital marketing age means for the beauty industry and its changing needs. More than 400 salon owners, stylists and industry friends gathered at Canoe Studios in New York City for two days of powerful TED-style talks and panel discussions on the importance of actively participating in technology, creating content, pushing the envelope of originality and taking leadership in the digital era.
Idealogue opened with a keynote speech and Q&A session with media expert, entrepreneur and four-time New York Times best-selling author Gary Vaynerchuk (@garyvee) who captured the audience with his message to take action and get in the social media game. “Just because you weren’t first doesn’t mean you can’t be great. Shit changes, just deal with it,” he said. “You can break through the noise with talent, but you have to be in it to communicate it.”
This very message was echoed in the first of three American Salon Social Panels moderated by American Salon publisher and VP of Integrated Media, Gordon Miller (@gordnm). The Social Content Creators panel included Matt Beck (@freesaloneducation), Cassandra McGlaughlin (@cassandraplatinum), and Philip Ring (@phildoeshair) who all spoke to creating content and the different platforms on social media and their uses. The second panel called Viral featured Shelley Gregory (@shelleygregoryhair), Larisa Love (@larisadoll), and @andrewdoeshair who covered the essential apps and tools needed for creating share-worthy content, and choosing what to promote. The third panel called Insta(gram) Success had Jenny Strebe (@theconfessionsofahairstylist), Carlos Ramos (@sugarskulls), and Ricardo Santiago (@stylistricardosantiago) speak to the keys for creating outstanding images and videos for supporting a salon or stylist’s business on Instagram.
Additional notable speakers from an array of industries included: Gerard Scarpaci (@gerardscarpaci), Randy Taylor (@randytaylorfoto), Nina Kovner (@passionsquared), Pope the Barber (@popethebarber), Alexis Thurston (@alexisbutterflyloft), KL Christoffersen (@mermicornhair), Mark Bustos (@markbustos), Frankie Greek (@wtfrankie), Harry Bee Bernstein (@happybeeenyc), Patricia Nikole (@paintedhair), Beca Alexander (@becaalexander), Darnell Holloway (@darnelljustin), Riawna Capri (@riawnacapri) and Nikki Lee (@nikkilee90).
And while Idealogue made it obvious that hairdressers like to wear black and say "f***" a lot, the conference also underscored the very revealing fact that hairdressers want to be part of social media. They want to engage to grow their business and promote their craft. And the proof is in the numbers. The sold-out conference showed a massive uptick in engagement across LBP’s social media platforms. Post engagement on LBP’s Facebook page increased 2,300% in Likes and 555% in Reach; post engagement on LBP’s Instagram went up 272% in Loves and 375% in Comments. Social media was made for the hair industry, and hairdressers are ready to play.