By Gina Mueller
Wednesday, April 11, 2012
Wednesday, April 11, 2012
Each Thursday at 11am EDT, marketers from around the world join the ExactTarget Nexus partner ecosystem on Twitter for a conversation about trends and campaign ideas across the interactive marketing industry. We call the virtual coffee chat the Nexus Café.
Our guest for a recent #NexusCafe chat was Charles Nicholls, Founder and Chief strategy officer at shopping cart recovery company SeeWhy. Charles is an expert in ecommerce, web analytics, social media marketing and online buyer behavior. We discussed Pinterest for Marketers and Charles’s recent Mashable article, 8 Strategies for Launching a Brand Presence on Pinterest. Here's a summary of our discussion:
@ETNexus Q1 How do companies get started on pinterest?
@webconversion A1 Reserve your space to stop cyber squatters jumping on your brand. Diesel’s space has been borrowed http://bit.ly/HLJ43D
@webconversion A1 You need an invite – if you need one send me your email address and I’ll get you an invite (may regret that!)
@ETNexus Q2 How can a brand express its values through pinterest?
@webconversion A2 First thing to recognize is the nature of the community. It’s like all other social networks with its own character.
@webconversion A2 US Pinterest users are 80% female. Great info graphic here http://tcrn.ch/A3l4so shows all the key stats
@webconversion A2 Big Pinterest themes: recipes, fashion, home décor, weddings, all things visual and color
@webconversion A2 Think about expressing your brand values or current season focus as a series of stunning images
@webconversion A2 Think of boards as a series of themed look books featuring your products in setting. Deliver inspiration around the theme
@webconversion A2 You need to offer value, not simply throw all of your products up onto a board. Pinterest is Idea Central – aim to Inspire
@ETNexus Q3 What are the implications of marketers leveraging pinterest taking over search, etc?
@webconversion A3 Unlike Facebook Pinterest is fully crawlable so the results are becoming important in organic search
@webconversion A3 Pinterest wont take over search any time soon, but is becoming a very important source of images
@webconversion A3 Obviously think keywords for Boards, board descriptions, image file names, image descriptions and use #tags
@csabbarese @webconversion have you heard of the "male" version of Pinterest? Gentlemint? Same concept different demographic #nexuscafe
@kristeneal In my experience, men tend to not share "ideas" or "likes" freely. They should view it as more of an organizational tool
@kristeneal how do you use pinterest?
@csabbarese from the male POV, I like it and think other males will catch on eventually. There's also Gentlemint...
@webconversion Mix of Pinterest use between men and women is much more even in Europe. More equality over there?!
@ETNexus Q4 is there any evidence that Pinterest actually drives sales?
@webconversion A4 21% of users say they have purchased as a direct result of clicking through a pin http://bit.ly/HAMEhL
@webconversion A4 Wayfair (home furnishings) say that Pinterest traffic has a 70% higher average order value http://bit.ly/HHoHd3
@webconversion A4 Don’t expect a 70% higher AOV though to hold. Probably a demographic thing going on for Wayfair
@ETNexus Q5 What features should pinterest improve/add? How would you leverage the api?
@webconversion A5 Integration with product feeds would help brands to keep pricing and stock up to date. Currently this is manual task
@webconversion A5 Search is very immature at present and is easily gamed. Pinterest needs to make better use of # tags
@webconversion A5 ‘Search for Brands’ not just Boards or People would be good too #Nexuscafe Pinterest
@ETNexus Q6 What are the opportunities for pinterest in the long run for marketers and consumers?
@webconversion A6 Its a great source of traffic where consumers are looking for ideas. Products feature more heavily than other social nets
@ETNexus Q7 What potential issues should a marketer AND a consumer be aware of with the use of pinterest?
@webconversion A7 Some Pinterest links are redirected through affiliate links instead of straight to the brand’s site via Skimlinks
@webconversion A7 Pinterest has no alternative commercial model, so brands will probably end up paying for Pinterest traffic over time
@webconversion A7 Copyright issues: you should check with your counsel about pinning others content without express permission