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Why Brand Managers Need to Take an Interest in Pinterest
Posted on March 21st 2012
Two days ago I told you Why Women Are the Most Powerful Brand Ambassadors In the World.
Well consider this a follow up... you'll see what I mean.
The person who makes the majority of household purchasing decisions has developed an affinity for the latest and greatest social media platform, Pinterest. And brand managers and brand marketers would be very wise to take note.
Earlier this year I wrote about the findings of a study done by the CMO Council and Lithium which revealed a major disconnect between Between Brands And Consumers In Social Media. That particular study showed that the reason consumers follow a give brand via social media is decidedly different than why brands think they follow them in the first place.
Brand managers and brand marketers would be doing themselves a favor by reading that article if they have not done as of yet for the findings are quite telling. And no, not because I wrote it; the findings speak for themselves.
But brand marketers and brand managers would also be wise to pay very close attention to what’s going on over at Pinterest HQ.
As I mentioned, the person responsible for the majority of household purchasing decisions has developed an affinity, a trust even, with Pinterest. That person of course is a woman/mom.
You know, the same folks who:
- Account for 85% of all consumer purchases including everything from autos to health care
- Make 80% of healthcare decisions and 68% of new car purchase decisions
- Influenced $90 billion of consumer electronic purchases in 2007
- Represent a $2.4 trillion market
- I could go on but do I need to?
You get the point–or at least you’d better.
If you’re entrusted with the well-being and current and future success of a brand you better be catering to those who ultimately hold the fates of your brand in the palm – literally – of their hand.
Recently BlogHer, the leading participatory news, entertainment and information network for women online, queried women both in their blogging network, as well as a sampling of the online population.
The objective was to identify trends and patterns relating to how women are using and engaging via social media.
There are many findings that came out of the survey but this is the one that ALL brand managers and brand marketers need to see:
That’s right boys and girls: Pinterest (81%) ranked highest of all social media networks when it comes to trust besting Twitter (73%) and even – aghast! – Facebook (67%).
Trust is obviously and quite naturally a very important thing to have so it’s not surprising to see that based on their trust re: Pinterest, women also identified it as the main driver behind all those purchases they make.
More women said they have made a purchase based on a recommendation they saw on Pinterest than any other social media network.
To quote Kenny Banya,
“That’s gold Jerry… Gold!”
So don’t just sit there, brand managers and brand marketers, get on Pinterest if you have not already and follow the lead of such brands as Whole Foods and Bergdorf Goodman who follow Pinterest’s very own “best practices:”
- Pinning from various sources rather than one specific site.
- Repinning from within the site to engage with others – repinning is one of the most social activities on Pinterest and it’s how any user really builds his/her network of followers.
- Creating at least a few boards that cover a broad range of interests, rather than maintaining a single board devoted to one topic.
Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review, Steve Olenski is a freelance writer/blogger currently looking for full-time work. He has worked on some of the biggest brands in the world and has over 20 years experience in advertising and marketing. He lives in Philly and can be reached via email,Twitter, LinkedIn or his website.