Matrix artistic director, social media coach and former owner of the Patrick McIvor Studio in Bethlehem, Pennsylvania.
Taking the next step in his own personal evolution, Patrick McIvor currently spends the majority of his time sharing the wealth of knowledge he’s accumulated working with some of the greatest in the industry and leading his own salon in Pennsylvania. As one of Matrix’s artistic directors and a social media coach, he can be seen on stage at events including Matrix’s Imagine All You Can Be, Emiliani Beauty Show, IBS Beauty Show and Women’s Business Expo. As a salon coach and consultant, he offers practical, real-world social media strategies that salons can immediately implement.
ST: Why do you believe social media is an arena salons and spas must be in?
PM: Salons used to be the center of the community’s social network. If you wanted to know what teacher your kid should have in school next year or if you wanted a recommendation for a club, restaurant or movie, you asked your barber or your hair stylist. Now social media has taken over that arena, and because it involved computers and typing, many stylists backed away from it initially. If we don’t take this back now, we’re going to lose our viral co-efficient. That puts us in a dangerous place—a place where people like Paris Hilton, Kim Kardashian or a 12-year-old with a following on YouTube may be the next person recommending beauty products because we’ve stepped away from social media. Plus, these are the tools many of us have been looking for our whole lives. Some stylists have always wanted their own TV show, well I’ve got a YouTube channel that has 100,000 views on it. Many of us have always wanted to show off our makeovers— you can do that right on Facebook.
ST: How have you seen salons really use social media to engage their clients and reach potential clients?
PM: One thing that tends to get the most responses immediately is a tip of the day. Like: “It’s humid today! Want to keep your hair straight and shiny? Try Total Results Sleek!” Give people the place to check what product they should use on their hair immediately after they check the weather. There’s also power in pictures—pictures of befores and afters and pictures of events. The other thing I love about pictures is you can use it to boost your retention. Use your Facebook page as a method of better identifying yourself. I did this when I put together the color department for Arrojo Cutler Hair Salon. I consciously thought about the different kinds of colorists I wanted— someone who could do classic things, someone who would do very, very strong colors, and someone who would focus on sexy colors. For example, in cuts, there’s a Sassoon bob, a Toni&Guy bob, a Rusk bob—they each have a signature. You can visually identify the signature of each one of your team members, feature images that represent their visual look and develop an expertise for each one. Now a new client looking at your Facebook page can analyze the work of your team members and identify the stylist who best meets her needs. I always tell people to stop advertising what you don’t want to do and start advertising what you do want to do and you’ll develop the following you want to have.