April 30th, 2012
I, like many of my friends, have a slight obsession with Pinterest[www.pinterest.com]. I wouldn’t go so far to say I spend hours upon hours on the new social network, but I do like to pin craft ideas, try new recipes, link to travel locations and give kudos to some of my favorite websites or brands. (Disclosure: I do not have a pretend wedding or unborn child board on Pinterest)
For those that don’t know, the website has a very large female demographic, appealing to women ages 25 to 44. It actually does have a growing male following, with men rounding out the users at 32 percent. The site gets about 1.36 million users a day, and has grown by 2,702.2 percent since May 2011. (Take a look at this neat infographic from Mashable for more fun facts about Pinterest) Bottom line: Pinterest is growing, growing quickly, and has a nice demographic of users for marketing potential.
Using the site to link back to original photos, products, blogs, and more is a great way for businesses to engage with the users and get pinning. One thing to keep in mind though is the core demographic. This isn’t a site for B2B marketing. It is a social medium that B2C businesses can utilize, so long as they understand the audience and aren’t trying to sell table saws or hand knives.
While the majority of brands on Pinterest have a focus in interior design, crafts, travel, fashion, food, event planning, etc., there is also a handful of online publications, non-profits, and even consumer facing tech brands that have pages on the site. This is a social medium that when used correctly and creatively can be a significant aspect of marketing campaigns.
If you are a consumer brand then pinning is winning and I encourage you to explore the opportunity for your business. I’ve seen some brands that are utilizing Pinterest really well, including GE, Glamour Magazine, Nordstrom, Panera Bread, Southwest, the Today Show, the Travel Channel, and Whole Foods.
What are these brands doing right and what should you do to achieve a similar level of pinning success? It’s a mix of the things. Here are some tips on things to do to effectively engage on Pinterest:
> Pin items from around the web, and do not just self-promote your website
> Connect with top brand evangelists and utilize guest Pinners for alternate perspectives
> Correctly attribute images and include original descriptions on all pins
> Know what your customers are looking for and tailor boards accordingly
> Engage with your audience by re-pinning and hosing contests
> Showcase the lifestyle of your brand and represent the brand promise, not just the products
> Use high quality images and videos
> Tell a story through themed boards
(Editor’s Note: Please check back on Thursday for an alternative view of Pinterest)