If there’s one truth in the new digital world, it’s that if you’re feeling comfortable with the technology you’re using, you’ve probably missed the next big thing (or two). Just as we are settling in with our facebook and twitter accounts, using our LinkedIn Profiles and contemplating the possible merits of Google +, a powerhouse newcomer, Pinterest, has hit the headlines.
Pinterest (www.pinterest.com) has taken the familiar bedroom pin up board and taken into the digital age. It is a virtual pinboard site which ‘let’s you organize and share all the beautiful things you find on the web.” From weddings, to home decor, renovations, hairstyles and recipes you can pin what inspires you, or find inspiration. Browsing other pinboards connects ‘admirers’ and makes this a very powerful space for social connection.
Growth has been phenomenal. Having only launched in 2010, in the US there are now some 18 million users. Even Barak Obama is on board. Australian take up is growing rapidly with weekly site visits growing by 500,000 since December 2011. Multinational Kimberley-Clark just launched it’s first pinterest campaign, linking in to it’s “Love your Forests” promotion. Members can share and compile sustainable household tips through pinterest.
While pinterest is an addictive must for the design-lover in all of us, there are some great ways businesses can use pinterest in digital marketing activity - particularly for marketing research.
First and foremost is a great tool for cost effective social listening. Pinterest can be used to see what inspires customers - which ‘pinners’ have the most follower and what items are being actively ‘re-pinned’. ‘Pinning’ - isn’t it amazing how one new website can create a whole new marketing vernacular?
Secondly, you can include a pinterest link on your website so browsers or customers can instantly pin items from your site. See which tops, style, pictures, facts get pinned from your collection. This is a good indication of what will be a great seller and may warrant an extra promotion or a campaign. And vice versa, create a board of a current season ‘look book’ and see what traction you get in the pinterest site itself.
Thirdly, the gift section in pinterest is a great view into what’s can be purchased. See what new products are on the market. Any new design innovations or thoughts can be incorporated into your product offering. Pinterest acts as inexpensive global virtual tradeshow.
If you would like to know more about Pinterest or social media marketing, please contact us.
Piper Digital Marketing