In a recent webinar hosted by Vocus, Jennifer Evans Cario, an industry leader in content-driven social media strategies, discussed “Pinterest: Marketing’s New MVP.” With so much hype surrounding the search for the latest and greatest in social media, it is not surprising that Pinterest has now emerged as one of the most useful media tools for today’s PR professionals.
Cario, author of “Pinterest Marketing: An Hour a Day” and founder of SugarSpun Marketing, discussed how to properly utilize the many benefits of the well-known Web-based inspiration board.
What’s the hype?
According to Cario, Pinterest is a visual component to bookmarking that is easy to go back to. Pinterest has completely changed how users gather ideas and has redefined Web searches because of its visualized interface.
The idea of Pinterest is simple: Low barrier entry and easy account management have made the outlet very user-friendly.
Pinterest allows users to share a lot of content without overcrowding. Users can also dig deeper into specific topics by following individual boards.
In contrast to Facebook, Pinterest serves as an inspiration platform versus a sharing platform. Facebook drives a destination conversation, while Pinterest acts as a starting point for collaboration.
Business Pinterest accounts are also now offering analytical data such as pin and repin activity, exposure activity and traffic activity. The measurement of Pinterest isn’t just about repins or likes — it has to be tracked back to a positive return on investment.
What’s the impact?
With statistics such as people being 10 percent more likely to make purchases from Pinterest as well as a 50 percent return on investment rate per pin for companies, Pinterest takes marketing to a whole new level.
As the third most popular social media outlet in the United States, Pinterest is also the fourth highest traffic source with the fastest growing social network of our time. A monthly growth rate between 10 and 20 percent per month places Pinterest’s growth above that of Yahoo, Bing and Twitter.
Pinterest content is brand-supportive, informative, inspirational and smile-inducing. Companies claim that customer loyalty is often gained through constant contact. Pinterest cuts through the commonly produced clutter of modern social media and allows high contact levels without being overwhelming.
Facebook’s impact timeframe is about seven hours compared to a 90-minute impact life of a pin on Pinterest. Facebook also engages fans, whereas Pinterest attracts fans. Cario said that Pinterest drives traffic by generating loyalty and giving companies the ability to understand consumers.
Martha Stewart, for example, has gained more Pinterest traffic than that of her Facebook and Twitter accounts combined. Chobani Greek yogurt representatives have also used Pinterest by pinning blog posts about weight loss and stories about why people love its products as well as creating a board on how to cook using Chobani.
Ultimately, I don’t think we’ve seen the biggest effects of Pinterest just yet. It will be interesting to see what the future holds for this quickly emerging and ever-popular form of social media. But, until then — happy pinning!