Rhonda Cavner Owner, stylist, colorist and hair extension expert, Roca Salon and Spa in Kansas City, Missouri.
If you want to know what’s coming down the technological pipeline, just ask Rhonda Cavner, co-owner of Roca Salon and Spa, because chances are she’s already experimenting with it. Cavner was one of the first to launch a salon website, and today she not only uses social media to market her salon, she’s using it to advertise.
ST: rocasalon.com, has the option for a user to view it via a computer or phone/tablet. Tell us about the decision to structure your site this way.
RC: I want everyone to have access, no matter what device they are viewing it from. I created the second site that looks like an app so it can be viewed on any type of phone/tablet (some phones/tablets do not have Flash). The second site has basic information about the salon.
ST: Did you create it yourself?
RC: Yes. I lived in Hawaii for a while and didn’t have any tech person to turn to so I taught myself how to do some web design and basic html. By doing our website myself, I can constantly change it and put up information about services clients may want to research online rather than on the phone. For example, a client can read about a Brazilian wax without having to call. I also put specials up. Now I’m trying to move the site into an HTML5 site so there is no split decision (HTML5 is universal so anyone with a phone or tablet can see it).
ST: Tell us about your salon blog.
RC: Our blog is information on beauty rather than on the salon, and it is updated about once a week. We talk about things like how to get a look or what you need to do before a spray tan to ensure maximum results. It’s general information about beauty for our guests. But we can track who views our blog, and we’ve found we have people reading it from all over the world. We try to maximize our SEO [search engine optimization: using key words to make your site more visible] so when people type in “best hair color” or “salon in Kansas City” they always find us. Everyone in the salon writes for the blog, but we do have one person in-house who is our social media expert. I give him a bump in commission, just like I do with our in-house educators.
ST: How do you leverage social media sites?
RC: I run specials on Facebook and we constantly update it, which automatically rolls into our Tweets. Contests, special events, stylists moving away—Facebook is a constant form of communication outside of our newsletter, which is a monthly opt-in for clients who choose to receive it. Facebook also promotes our blog.