Dear Pinterest: I find YOU interesting

Posted on 27. Dec, 2011 by

You may have read about or heard of a new site called Pinterest. And by “new”, I mean just getting buzzed about now. The site has been around since 2009 – and out of the beta stage since March of 2010.  Their mission is simple: “to connect everyone in the world through the ‘things’ they find interesting”. They achieve this through a social vision board-like site that allows users to pin pictures and links to a virtual board in categories. Their user base is growing despite it being an “invite only” platform (perhaps that’s part of the mystique).

I am a (huge!!!) fan. And, it appears, that I am not alone. Pinterest boasts almost 4.5 million users.

What’s even more interesting is considering how brands can use this emerging tool. Ragan recently wrote a piece on this. As a brand, you’d be nuts not to consider playing in spaces where your customers are – especially when there are a lot of them. Look at Instagram as an example. Ann Handley of MarketingProfs recently wrote a post about Instagram. They have 13 million+ users — and you can only use this with an iPhone. She highlights a few companies (including Vermont’s own Ben & Jerry’s and the fab job that Mike Hayes is doing with the platform on their behalf) and their use of Instagram. These brands are interacting where their customers and fans are with great success. The same can be done on Pinterest. Brands should be considering how to add platforms like these to the mix – in addition to what they are doing in other channels.

Here are some things to consider when starting out as a brand on Pinterest:

  • Share applications of your products. Do you have recipes that use your products? Pictures of customers doing something great with your product? If you have the photo rights – post all of this.
  • Double Dip. My second grade teacher, Ms. McDavitt used to remind us to “double dip” – meaning one thing for two purposes, or taking shortcuts. Take the shortcut! Any picture that you post using Instagram or another photo sharing site, post to your board on Pinterest.
  • Be human. If you are pushing marketing messages ALL THE TIME, people will tune you out. Then, you are wasting your time and resources. Seems pretty basic – but I continue to see brands make this mistake. Over. And over. Again.
  • Create boards that are of items that you are not trying to sell. Whole Foods does a good job here. From pictures of dream kitchens and gardens to their non profit – they are posting things that will interest their type of customer. Basically, providing an experience.
  • Publish it. Pinterest is a great way to share information. If you blog, publish a paper or magazine, etc. – you should post your content on Pinterest as well. It’s an easy way to attract new eyeballs. Eating Well Magazine is doing this with all of their content. They have won me over with some of the recipes that they have shared on Pinterest that I would not have seen otherwise – now I am visiting their website much more than before. The Today Show is another good example.
  • Don’t discount mobile. The mobile site for Pinterest allows you to upload a picture from your phone to your boards.

A study by Experian Hitwise show Pinterest is used mostly by women (59%) between the ages of 25 and 44. Most users are hailing from the Northwest and Southeast (US).

Are you working with a brand using Pinterest? How are you using it?

Eureka! They Get It! Do you?

Posted on 04. Sep, 2008 by

Clients often task us with creating a social marketing plan for them and then executing the tactics.  Easier said than done in some cases.  As this evolving marketing discipline is explored by brands, it is essential to keep up-to-date and keep your plan fresh.

Peter Kim has blogged about brands that are exploring social marketing – and doing it well.  It is a great way to see what is out there, how it is being used, and to determine what might be a good fit for your company.

What’s working for your brand?

Nicole