The social web encourages us to send out a constant stream
of likes, Tweets and check-ins. Things we’ve done and want
to share. Most of it, however, consists of past actions.
But what about our future actions? Our interests? The things
in our bucket lists? There’s a new interest graph emerging on
the web that allows us to express our passions and plans in a
way that should be far more valuable to brands and
marketers than our declaration of things we’ve already done.
How is the interest graph (and with it the expression of intent) changing how both consumers and brands use social media?
How is the interest graph (and with it the expression of intent) changing how both consumers and brands use social media?
1
But if we could filter our “friends” based on interests and only “follow” the content that matters to us.
Better yet it remains persistent. So even if we miss it in the serendipity of the stream, it’s there when we need it.
Opportunity for brands, too. After 35 years of being a customer, AMEX doesn’t know me, at least not on Facebook.
Enjoy a complimentary resort stay when you book a cruise of 7 nights or longer online with American Express Travel.
Cruises? Maybe my friends like cruises.
What are the platforms and the differences among them?
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What are the platforms and the differences among them?
Consumer are jumping on platforms like Pinterest, but do marketers yet understand the opportunity?
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Consumers are using these platforms as a wish-
list and a scrapbook of interests and inspiration,
This aggregated content informs brands of
consumer aspiration and potential intent.
Brands understand that Twitter can be used as
a platform for conversation but most have not
made that connection with platforms like
Pinterest and others. The focus, for now, is
broadcasting content.
DO YOU CAPTURE PREFERENCES AND INTERESTS EXPRESSED BY CONSUMERS?
No
68.8%
Don’t know
17.5%
Yes
13.6 %
• set up profile with multiple notebooks
• include context and utility
• include non brand based assets
• invite others to curate
• support and encourage users
• this is the basic stuff
Foster discovery with direct brand engagement:
Engage in platform appropriate ways
• go where you’re welcome
• embrace your expertise in more than your own products
• become a trusted source
• link to & recognize your best advocates
• sponsor tags
• Use the data (pins, springs) to learn what to do next - with your content, your marketing, your product
• Make product data sharable - and worth sharing
• Continuous engagement & improvement - through alerts and enhancements
• Develop APIs and make your product data “free” in a much richer fashion
Learn from and market to the data
Inspiring discovery and learning interests from it
http://pinterest.com/modcloth/vintage-vantage/
• For some brands Pinterest is already driving more web traffic than Google or Twitter.
• It’s becoming a top traffic driver for women’s magazines.
• Distribution channel for retailers and content brands.
Web traffic
Outcomes in purchase and action (ROI)
• Increased trust from demonstrating that you know someone’s interests rather than (marketing to) their demographics
• More relevant engagement based on mutual interest
• Relevant engagement leads to higher rates of conversion
• explore all the sites
• establish a presence
• don’t commit to just one
• learn conversation strategy
• measure and track everything
• create relationships with platforms
• understand data and market to it