Full service solutions at Coles Marketing image

The News Chair

Why Pinterest Should Interest

NL_Pinterest

 

This month, ShareThis released the first quarterly Consumer Sharing Trends Report analyzing consumer sharing behavior across more than 120 social channels and two million websites. Pinterest is now the fastest-growing platform for online content sharing!

 

Tiffany Whisner

Tiffany Whisner

This data reminds businesses that Facebook and Twitter, while still dominant players, aren’t the only platforms to use in social media outreach.

 

See what Pinterest can do

According to Alison Griswold in “Business Insider,” Pinterest gives businesses the chance to grab consumers with compelling images and colorful infographics to promote services and new products.

 

Now Pinterest has partnered with Getty Images, a stock photo agency with an archive of 80 million still images and illustrations. According to the Getty Images Blog, this is a “groundbreaking collaboration to drive a more visual world.”

 

Getty provides Pinterest with metadata in exchange for a fee. When a user pins a Getty image from the Web, the metadata for that image — including the description, photographer and date taken — appears next to that photo on the user’s pin board, says Kurt Wagner from Mashable.

 

More pin information is intended to make the pin more valuable to the user.

 

A picture is worth … a lot

Pinterest recently closed a $225 million round in funding, valuing Pinterest at slightly less than $4 billion.

 

Is it really worth that much? Sebastian Thomas of Allianz Global Investors says yes in an article in “The Wall Street Journal” by Spencer E. Ante.

 

“I think the valuation is reasonable given the commercial intent of the users. For merchants, there is a huge opportunity for brand building.”

 

Thomas cites Pinterest’s rapid growth, strong user engagement, and its potential to build brands and make money by driving traffic to a company website.

 

Pinterest has more than 70 million users, and Lauren Orsini cites social login provider Gigya’s numbers that show Pinterest grabbing 41% of e-commerce traffic.

 

Plus, there’s the value of improved rankings on search engines like Google or Bing.

 

Take the Pinterest road more traveled

A study by Piquora found a pin on Pinterest can last thousands of times longer than the average tweet or Facebook post.

 

John Koetsier says “Twitter and Facebook are social networks with a massive emphasis on immediacy. When people visit Pinterest, they browse, they search, they surf, and they uncover more pins.”

 

“Sure, you get 70 percent of your clicks in the first two days,” Piquora CEO Shara Verma says. “But there’s a huge long tail. Clicks kept coming all the way for 30 days and even beyond.”

 

Pinterest users are sharing more. So, businesses need to get smarter about what gets shared.

 

Learn to pin with proficiency

Gabrielle Karol from “Entrepreneur” shares tips to master Pinterest for your business:

  1. Make your website pin-friendly. To encourage consumers to engage with your brand, have a “Pin It” button on all content on your website.
  2. Organize your content. Businesses should organize content by theme, making it easier for users to find and browse content.
  3. Brand your pins. Branding the images uploaded to Pinterest is worth the added effort. Use the company logo and other branding in photos when appropriate.
  4. Include shopper-friendly information. Pinterest users approach the platform with a shopping mindset. Therefore, include as much detailed product or service information with the images without making it look difficult.
  5. Engage the community. Company leaders should become active in the online community in a sincere way. This might include repinning content relevant to your boards and answering user questions.

 

Another fun tip? Predominantly red or orange images get twice the repins of mainly blue images. Pin that!

Share

Edit this post

Categories: 2013 November Newsletter, Newsletters | Tags: Tags: , , , , , , , , , , , , , , ,

Instagram Video a Bonus for Brands

NL_Instagram

 

Like a lot of casual Instagram users, I use it to snap cool square-shaped photos, slap a neat-o filter on it and share it on my Facebook page. Kids doing cute things, pets pouncing playfully and eye-catching scenery make up the bulk of what I and my Instagram buddies share with each other.

 

Christopher Lloyd

Christopher Lloyd

So you may have missed the news this summer that Instagram added video capability to its lineup. It works much the same as taking and sharing photos — just look for the movie camera icon when you launch the app on your smartphone or mobile device to switch to video mode.

 

It’s easy to shoot and share

You can only shoot and share 15 seconds of video, but as we know with Vine and GIFs, smart content producers can create some compelling footage in just a few seconds.

 

You press and hold the record button, so you can stop, set up a new scene and keep rolling. That’s editing right in the camera just like good ol’ Sergei Eisenstein did! It even comes with 13 filters specific to video. My personal favorite is Gingham, which gives your mini-movies an old-timey washed-out look. Or select Moon to instantly convert to black-and-white.

 

Here is a guide from Mashable on how to create an Instagram video in seven simple steps!

 

Brands get the impact

Even if light users of Instagram didn’t grasp the impact of videos, brands certainly did. Smart companies soon began cranking out their own Instagram videos, whether producing new content, sharing feedback from customers or just repurposing video they already disseminate in other ways.

 

For instance, the National Basketball Association has used Instagram videos to show the Miami Heat collecting their championship rings, interviews with stars like Derrick Rose or just some dope crossover moves during team practice.

 

Over the past month, the Top 10 brand videos shared most are:

 

  1. MTV
  2. NBA
  3. Peanuts
  4. GoPro
  5. Miami Heat
  6. Wendy’s
  7. Topshop
  8. Starbucks
  9. ABC
  10. HBO (Girls)

 

Number three refers to the comic strip, not the edible nut. Most of the videos from Snoopy & Co. are simply clips of old “Peanuts” television specials — a pretty low-resource method to get a lot of eyeballs!

 

Vine who? 15 seconds of potential

In fact, according to tracking firm Unruly, 40 percent of the most popular videos shared on Instagram during the last month were created by brands. Seth Fiegerman at Mashable has the rundown for the eye-popping numbers of how many eyeballs have seen these videos.

 

With more than 150 million users and less stringent rules for business accounts than Facebook or Vine, plus the ability to link directly to Facebook, Instagram video currently has outreach potential for brands as wide as the sky.

 

Need advice on how to use video in your social media outreach? Contact Coles Marketing for a consultation!

Share

Edit this post

Categories: 2013 November Newsletter, Newsletters | Tags: Tags: , , , , , , , , , , , , ,

Is “Data-Driven Creative” an Oxymoron?

NL_Data

Data-driven ads … it’s the Holy Grail for getting in front of customers with the marketing mantra — right place, right time, right message.

 

Alan Schoff

Alan Schoff

But effective advertising has always needed to anticipate needs and desires, then satisfy those wants with a brand promise made in the places where target audiences are most likely to see it.

 

Data has a place in the creative process. It’s how we glean insights and find touch points that speak to any given audience. While it’s not the end-all answer, data still has great value in deciding what to say and how to say it.

 

The new face of marketing data

Of course, today’s data is often a derivative of marketing automation and following our Internet browsing habits through cookies and other means. Then, advertising exchanges serve up those ads most relevant to our searches and browsing habits.

 

If you’ve been looking at hiking boots online, you might also be interested in wool socks, sleeping bags or tents. Retargeted ads will follow you around according to the item or brand you were looking at or the keyword you were searching.

 

With the right information pulled from the data, marketing messages can be more personalized, relevant and meaningful to the people who are most likely to be interested.

 

Driving or just influencing creative?

Even armed with the best data about Web traffic and people’s interests, there’s more to connecting people to your cash register than just number crunching. There’s plenty of art that needs to be blended with that science.

 

Fortunately, for those who live and breathe in marketing’s creative spaces, the most semantic data-gathering algorithm is unlikely to achieve the essence of humanity and our unpredictable aspects and emotional responses.

 

If it were true that all the answers to marketing could be found in the data, most online advertising wouldn’t be as poor as it often is. A lot of online ads simply do not live up to their brand promise. So what’s missing?

 

Good, old-fashioned, solid creative — or, rather, the new paradigm thereof. It’s always what you do with the data that counts.

 

Creative in content is king

Developing great creative for advertising and marketing is a process. It may include conscious and subconscious analysis, contextualizing, digestion and regurgitation. The end goal is always to connect with people at points that intersect with their personal interests, not just the brand’s interests.

 

The best ideas rarely come from mere perusal of relevant data or from a “brainstorming” session. Those are more effective to seed, water and fertilize concept development.

 

All of the data input is absorbed, sometimes stretched beyond recognition, slept on, stomped on, showered with, taken on a drive to and from the grocery store, and in many other ways processed, cooked and jelled.

 

What comes out of it is the content you need to sell a product. It’s the right message that, when put in the right place at the right time, gives you the right results.

 

While data may be a key ingredient, it is still the creative that gives it the secret sauce. So basing your creative entirely on data is, by definition, not creative, and likely to fail in its effort to engage and nurture customer relationships.

 

Need some of that secret sauce cooked up from your data? Give us a call at Coles Marketing.

Share

Edit this post

Categories: 2013 November Newsletter, Newsletters | Tags: Tags: , , , , , , , , , , , , , , ,