Pinterest Emerging in the Business World: Do Businesses Need It? Rebecca Pappas Jasmine Gunder
What exactly is Pinterest? A social network where you can pin things that interest you to a pinboard A social media site that allows users to organize and share images and videos from around the Web Pinterest invites visitors to set up their own "pinboards and tack up photos they like in categories they invent — from vintage motorcycles to meat loaf recipes. Pinterest allows small businesses to tell a story successfully through images
Pinterest Stats Pinterest received more than 103 million views in February 2012 Pinterest has grown more than 4,000% in the last six months The average user spends about 15.8 minutes on the site at a time Pinterest receives around 12 million unique users monthly Largest demographic is women/stay at home moms
What Business Users have toSay… Ideeli.com social media manager Sarah Conley: “We continue the Pinterest conversation with members by following their pins, and we love to get feedback outside of the shopping category…” Fine art photographer Carl Christiansen never liked social media but recently found that thanks to Pinterest his sales revenue boosted by 50% On the site he let’s his art speak for itself
How are small businesses usingPinterest? Small businesses are using Pinterest to create and engage with a community of followers. Pinterest offers another level of relationship building with the community, while helping to drive traffic, create new customers and build brand loyalty Hospitality businesses such as hotels and restaurants can share design elements, recipes or local tips that speak directly to followers
Should your Small Business usePinterest? Adding a Pinterest icon to your website allows consumers to do your business marketing for you, driving traffic to your page and promoting the products and services of yours that appeal to them. The site does have some drawbacks for businesses. If your product or service isnt particularly visual, your images may not tie directly back to your brand. Pinterest also doesnt offer business-oriented features, and its search function prioritizes pin and board subjects ahead of "people," the category that brands would fall into.
Hints to Retailers… Follow other people and invite customers to post their own images on company pinboards Make sure that a Pinterest user who clicks on a photo will be taken directly to the site it originated from Creating and posting a coupon graphic is another way entrepreneurs can use Pinterest to their advantage. Add brand names and descriptions with key words that move their images to the top of Pinterest search results If no information is entered, Pinterest will only display the site from which the site was pinned
Hints to Retailers… Pinterest boards should be interesting, fun and compelling to create a community and increase in traffic to the company’s website and other social media sites Pinterest can be a real asset, but needs to be active to continually engage a target audience Pinterest offers another level of relationship building with the community, while helping to drive traffic, create new customers and build brand loyalty
What is Pinerly? “Beta” analytics of Pinterest Companies can now manage their pins, check stats to see what pins work and which one’s don’t, view popular pins, follow Pinterest users that are interested in topics related to your business, and schedule pins to go out at “high traffic” times of day
Why Use Pinterest? Can increase sale revenues Builds relationships with customers and keeps current customers brand loyal Allows a business to be interactive with consumers
Things to Remember… Be creative with your boards Have text to go with your pin so that people searching will find it Needs to be interactive with consumer Have a Pinterest icon on your website Link your website to your pins so that consumers can visit your website
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