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Engaging Spa Clients Through Social Media

By: Nate Myers and Ron Robinson
Posted: January 5, 2011, from the January 2011 issue of Skin Inc. magazine.
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page 9 of 20

Loyalists: These are your VIPs whose frequency and amount of spend make them your most profitable customers today. They are the people who are easiest to engage through your brand’s proprietary online and social media channels. They are the ones who are already on your e-mail lists, reading your blogs and following your Facebook updates—or at least identify strongly enough with your brand to want to stay informed.

So, how many of your loyalists do you actually track? What can you do to get more information about those you do not know? How do you leverage your social media assets to further engender their loyalty?

Independents: These clients might do business with your spa on occasion, but also spend with your competition. Or perhaps they have never made an appointment, but have challenges that your products and services address. They have the potential to become profitable, long-term clients of yours, but how do you reach them? They are much less likely than loyalists to be on your customer lists or fan groups, but yet they are still active online.

The total spend of independents in your product categories far exceeds that of the loyalists, which you are realizing today, so you need to court this group. However, to do so requires you to meet them where they are already spending their time online, because they are not interested in visiting you on your online social properties ... yet.

2. Know your social shadow