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Why Brand Managers Need To Take An Interest In Pinterest
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.
Before You are a leader, success is all about growing yourself. When you become a leader, success is all about growing others.
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