Regardless, it did take me a long time to get to this point. In fact I only found out about Pinterest a few months ago from a guest speaker in my Direct Marketing class last semester and even then it wasn't until last week (after registering for it straight after class) that I actually started using it.
Now getting straight to the point this week - Pinterest & Marketing - how/can/do they go together?
Well this guest speaker (whose name I haven't stated or the company she works for as I have not sought permission) seemed to think so and so it seems should we if this infographic (c/o Mashable) she shared with us is anything to go by:
Just to reiterate - Buyers referred from Pinterest are 10% more likely to buy something and spend 10% more on average than visitors who arrive from other social networks - with stats like that is Pinterest the Pinnacle of Social Media for Marketers???
Perhaps from a product pushing perspective - like Kikki K have succesfully done here http://pinterest.com/kikkik/ - companies can create boards for different collections and Pinterest users can nominate to follow these companies and stay in the loop on all of their latest products.
And from an ROI perspective - from the company's boards individuals can either click straight on through to buy or pin it and come back to it later (either intentionally or thanks to repeated views on thier Pinterest boards). Either way thanks to all those clever measurement tools companies can see how much people are buying thanks to Pinterest. Of course, it doesn't capture the in-store purchases thanks to Pinterest but if the online is doing well then the in-store is a definite bonus.
And finally whilst I can't see how it can open up a direct dialogue like some of the other forms of social media, it can serve to give the company/brand personality - by having a board not only of their products but related products and interests shared by their consumers i.e. things they have pinned from other sites - and in turn give it credibility (see Lidia's comment to my last blog) and perhaps even a different form of engagement (see Wags comment to last blog)i.e. if a person re-pins their pins then they've made a connection!!
Ah Pinterest ... I'm starting to like you more and more...
Anyone else a fan?????
Yes, I am a fan too and can validate those stats! I think it is a really powerful tool for fashion and homeware brands in particular as it provides such an easy path to purchase. It is almost like seeing a shop window and walking in. You love the image and want to go straight to the source - simple, effective and engaging.
ReplyDeleteI like the idea of Pinterest but I don't like the idea of sharing everything I pin. Not really in the spirit of social media I know.
ReplyDeleteI thought you could pin anything on the internet? Brands can't control that, so how do they use Pinterest well?
"Pinterest allows you to organize and share all the beautiful things you find on the web" (from the Pinterest website) - but I agree it wouldn't be a bad thing if the sharing part were optional, after all for some the value is only in organizing the things they like whilst for others sharing these things could be a good thing or as you've just pointed out a bad thing. But giving users the option wouldn't be so great for brands and I'm pretty sure the creators of Pinterest know this - I mean whilst their site tries to indicate otherwise, they could have very well created Pinterest with brands in mind, or at least considered them as a potential stakeholder.
ReplyDeleteWith respect to how brands can use Pinterest well, I think it ties back into what Kim said - Pinterest is great for products which are visual - and therefore these products can have their own boards which they must then encourage people to follow (as per the blog)- this connection is likely to promote repeat visits to their site.
ReplyDeleteWhat isn't guaranteed is that they will pin what they see to their board (they may head straight to buying) and ideally brands want people to pin their products so that they will then be shared. One way which brands/Pinterest encourage this is by having a 'Pin It' icon (similar to a 'Like' icon) on their product pages.
I am very greatfull to you as you shared this.I am recently developing associate app hacked spotify premium apk
ReplyDeletethat is you may have an interest to seem on that :