liveworld pov on pinterest
Post on 11-May-2015
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LiveWorld POVPinterest
liveworld.com
Your brand lives in the voice of your customers
LiveWorld C
onfidentialPatent Pending
LiveWorld Confidential
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• Virtual cork board that
allows users to “pin” content they like or want to sort and keep
• Social component allows users to see each other’s pins and “re-pin” ones you like
Pinterest Overview
• Creates collections of images based on subjects
• Simple to browse pins both by subject and from those you know
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Why Now?
Estimated unique visitors to Pinterest.com increased by 429% from Sept to Dec 2011
Source: Compete.com & BrianSolis.com
Pinterest is referring almost as much traffic as Twitter.
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Pros
• Visual display instantly appealing
• Simple to use• Very viral; easy to see
others’ pins and collect them as your own
• Strong organizational tool
• Fast growing model• Sticky content model• Strong ties with
Cons
• Requires images• Communication limited
to visual only• Low use by men• Limited uses for non-
visual products• Relatively low audience
(but growing fast)• Most have small groups
of followers (vs. Twitter)
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The return of the impulse buy!
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Why Pinterest is Different
• Instant audience: Leverages existing social contacts by using Facebook and Twitter for account creation
• Elite membership: Teases with limited browsing, but to become a member, you have to either be invited by a member or submit a request for an invitation
• Personal content recommendations: Shows you content and people to follow based on interests you declare during registration
• Designed from the best: Borrows successful design elements including feed updates, followers, sharing, tagging, and likes
• Continuing evolution: Launches Facebook Timeline App, search components, and APIs are coming soon
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Different Usage Pattern
• Very engaging browse, join, collect, and share usage pattern
• Highlights topically organized pictures, which are more visually appealing, and easier to digest than text
• Connects with people beyond your personal network to those with similar interests
• High appeal for women topics like food, cooking, apparel, interior design, DIY /crafts and shopping
• Leverages Facebook Timeline App as a significant return and sharing tool
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Business Value
• Site referrals: Pins lead customers directly back to you.
• Discovery and Purchase: Browsing lends to product discovery and purchases both directly and through affiliates.
• SEO: Links in from a new source.
• High value for some businesses: Businesses in design, DIY, event planning, food, apparel, retail and high end consumer goods have high potential value. Lifestyle images work well.
• Research and insights: Customer images teach the brand about use cases, trends, interests, and sharing patterns.
• Local opportunity: High potential for local value (best of city, my store, community outreach and activities).
• Videos allow for deeper explanation and how-to-guides.
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Case Study: Chicago Tribune’s Redeye.com
• Started with their Facebook page Inviting their fans to submit
photos to be included on their
Pinterest page
• This clever approach Leveraged their existing followers
Gave them an instant content supply
Provided research into the type of content they should post to Pinterest
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Business Take-Aways
• Ready yourself Images: To become a pin, first there has to be an image. The stronger
the image, the better the viral spread
Add Pinterest button to sites to encourage sharing
• Join the fun! Create a company Pinterest page; show products and personality
Cross-invite other Social Media groups to see your pins (Facebook and Twitter)
Identify Pinterest influencers in your space and create relationships
Consider linking your affiliate program
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Brands to watch
• Whole Foods (http://pinterest.com/wholefoods/)
• Martha Stewart (http://pinterest.com/marthastewart/)
• Better Homes and Garden (http://pinterest.com/bhg/)
• Real Simple (http://pinterest.com/realsimple/)
• West Elm (http://pinterest.com/westelm/)
• HGTV (http://pinterest.com/hgtv/)
• Nordstrom (http://pinterest.com/nordstrom/)
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