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Posts Tagged ‘Pinterest’

How the Pros Use Pinterest to Build Buzz

Fast Company recently reported that Pinterest was not only one of the most visited sites in the country, but also that purchases made through the site bring in twice the revenue per order than through Facebook or Twitter. With traffic only showing signs of increasing and the site releasing free analytics tools, there has never been a better time to start using Pinterest to your advantage.

Yet, many marketing and PR pros using the platform say that just posting a pretty photo isn’t enough. For tips on how your client can start pinning with the best of them, read How to Make Pinterest Work for Your Brand.

– Nicholas Braun

ag_logo_medium.gifThe full version of this article is exclusively available to Mediabistro AvantGuild subscribers. If you’re not a member yet, register now for as little as $55 a year for access to hundreds of articles like this one, discounts on Mediabistro seminars and workshops, and all sorts of other bonuses.

Branding Fail: Tablet for Women Met with Cries of ‘Sexism!’

Remember Bic‘s disastrous “Bic for Her” line of pens? Well, get ready for the next installment of you’ve-got-to-be-kidding-us with this female-targeted “brandering.”

Ladies: Have you been dreaming of your very own tablet with which to organize your Stepford Wives lives full of nothing but recipe swapping, calorie-measuring and clothes shopping? Do you find yourselves bewildered by the complexity of the (obviously male-targeted) tablets currently on the market? Well then the ePad Femme is for you!

Manufactured by the Dubai-based Eurostar Group, the ePad Femme comes with every app any woman could ever want pre-loaded: the list includes such necessities as “Women’s Assistant” (the logo for which is a scale wrapped in a tape measure…gee, we wonder what that’s for), “Finest Perfume for Women,” “Clothing Size Conversion”, “Shopping List”, and “Our Groceries.”

Now, to be fair, we do have a Pinterest account that features boards dedicated to fitness, recipes, a dream closet, etc.–but we also have boards dedicated to our careers, our non-weight-obsessed hobbies and other interests.

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Pinterest Introduces Free Analytics Tools

Pinterest Web AnalyticsWe’re going to take a wild guess here: many of our readers have felt some pressure to more fully utilize Pinterest as a PR tool but hesitate due to a lack of the quantifiable ROI stats that mean so much to clients in our Big Data era. Fret no longer, social brand managers: you have no more excuses!

Today everyone’s favorite pinning site launched Pinterest Web Analytics, a free data management tool that mirrors the ever-popular Google Analytics and Facebook Page Manager tools. What will it do? It will give page runners (not personal pinners) the numbers that matter most: how many users re-pin your pins, how many view each pin and how many visit a given company’s site from its Pinterest page.

This is all part of Pinterest’s long-term plan, and it’s a natural next step after the service introduced company pages last November. In fact, if we had to guess we’d say the Pinterest team is laying the groundwork for a public offering–and they’ve learned from the great Zuckerberg’s mistakes. Last month company founder Ben Silberman told The Wall Street Journal about his plans to “monetize”, and facts like “Pinterest leads to more referrals than Twitter, StumbleUpon, Bing and Google” and “Pinterest users are 10% more likely to make a purchase from an ecommerce site” than surfers who arrive via other sources are sure to make the service even more attractive to all those Wall Street all-stars who are still trying to get rid of all their Facebook stock.

Here’s the most important question, though: will you, as a PR pro, be more likely to use Pinterest to promote your clients now?

Peeps Takes Advantage of Crafting Craze With ‘Express Your Peepsonality’ Campaign

PeepsIf you’ve been buying those sugar-coated, almost-too-adorable-to-bite-into marshmallow Peeps just to eat them, it seems you’ve vastly underestimated their versatility.

If you’re on Pinterest, you’ve probably learned that you can “MacGyver” random household objects into supernatural feats of cratfy-ness (mason jar lamp, anyone?). And when it comes to Peeps, if you lived in a college dorm in the last few decades, you may have even discovered that one can create an epic Peep jousting match using only two marshmallow chicks, two toothpicks and a microwave. But did you know that Peeps may also be used to make bonnets, birdhouses, and an array of other adorable spring-themed things?

Peeps & Company wants to remind you.

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Follow the 4 P’s to Create a Strong Social Brand Community

Passion, participation, pictures and the popularity of celebrities like Betty White: those are among the key elements for creating a strong fan base on social platforms, according to a panel of digital media executives at Digital Hollywood’s Media Summit in New York on Wednesday.

Community building is high on the list of crucial social media strategies, but it still eludes many brands. During social media’s early stages, some enterprising fans even established brands’ social media presence before the companies themselves got around to it. After playing catch-up, more organizations now are embracing their social communities.

The media and entertainment brands represented on the panel, including WhoSay Media (celebrity publishing platform), DailyCandy (city guides discovery site), Wikia (Wikipedia’s sister site) and Crown Media Family Networks (Hallmark Channel), may have an edge, since they represent hot celebrity assets and focus on fun topics. Still, their tips for creating effective social communities apply across categories:

1. Pictures: “A few pics a week is the secret sauce for having a vibrant community. Our talent wants to be on Instagram”, said WhoSay Media’s VP of talent, Harvey Schwartz. For example, their client Danny DeVito posted amusing shots of his troll feet while sports stars Christiano Ronaldo and Mariano Rivera posed with each other and a certain Mick Jagger shared a photo taken while recording last summer in a Paris studio.

DailyCandy also uses Instagram, sending behind-the-scenes takes during photo shoots. Pinterest is their other favored visual platform. As editor Ashley Parrish said, “Pinterest is about finding hidden gems, since our readers are treasure hunters.”

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CEOs Going Social: An Interview with Leslie Gaines-Ross of Weber Shandwick

How social is your CEO?

Weber Shandwick‘s recently released follow-up to its 2010 study “Socializing Your CEO: From (Un)social to Social” doesn’t contain many earth-shattering revelations or statistics that will inspire double takes. But its findings do provide evidence of a shift toward sociability among CEOs across the business spectrum that will only increase over the next few years.

Also: In the future, many of these executives will spend more time working with internal communications teams or third-party PR firms to maximize the impact of their social activities.

Some key conclusions:

  • 66% of consumers say their perceptions of CEOs affect their impressions of companies and the products these companies sell.
  • Overall usage of social networks among the CEOs of the world’s largest companies barely changed from 2010-12, going from 16% to 18%, but…
  • “Sociability” stats exploded: In 2010, only 38% of CEOs could be described as “social”. In 2012 that number was 66%.

What does this mean? We recently spoke to Leslie Gaines-Ross, chief reputational strategist at Weber Shandwick, to find out.

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Pinterest and Punchfork: A Food PR Dream Team

Pinterest recipesLast week brought news of the first acquisition for Pinterest, the newest big player in the social media/promotion game. The company’s first get is a recipe bookmarking site called Punchfork (haha), and we feel like the two might just be a perfect pair.

We’ve all noted how Pinterest provided new life to visually-oriented lifestyle magazines like Martha Stewart Living, Cooking Light and Real Simple. What do these titles have in common? Recipes–lots of ‘em, presented in impeccable style.

According to Wired, Punchfork made a name for itself by “pull[ing] recipes from popular food blogs”, organizing them in a Pinterest-inspired layout and allowing users to search by item and filter by factors like ingredients or dietary needs.

The Punchfork site will soon shut down; its founder and CEO has already moved to Pinterest and will devote his future time to ensuring that the pin site remains the king of online recipes.

Our take? This acquisition reinforces the fact that any and every food-related property–be it a cooking site like Serious Eats, a major magazine like Southern Living or a top restaurant/chef that occasionally shares recipes–needs to get on Pinterest, pronto. In fact, we feel confident in saying that even the finest restaurants could benefit from sharing some simple how-tos with the public.

In other words, PR pros with food industry clients should take note. Oh, and while we’re on the topic, here are our 12 Pinterest Tips from Magazine Pros.

Great Holiday Cards from PR Firms

Like the rest of you, we’ve received quite a few holiday-themed e-cards from various firms and individuals over the past two weeks. We’d like to highlight a few that stood out (listed in no particular order, because you know we don’t play favorites):

Oh, and apologies to everyone we left out—our number one New Year’s resolution is “re-organize your inbox!!!”

 

  • Wolff Olins’s nicely animated New Year’s resolutions card
  • CRT/Tanaka’s “Inspired by You” video, which uses human silhouettes to spell themes
  • APCO Worldwide’s clip featuring “Thank You” messages from around the world
  • Jack Morton’s “What I’m Looking Forward to in 2013Pinterest page featuring original art inspired by optimistic New Year’s suggestions
  • Cision PR’s “Cringe Worthy Moments” reviewing some of the year’s PR fails
  • TriplePoint’s musical, hip and awkward “Happy Holidays
  • Here’s an interesting one that’s more of a year-in-review: Waggener Edstrom’s “Go Native” city guide celebrating another year of “favorite local experiences” in cities around the world.
  • We also want to take a brief moment to recognize Havas PR’s “12 Days of Havas” giving initiative, created in coordination with #GivingTuesday.

12 Pinterest Tips from Magazine Pros

As a way of continuing the 12/12/12 theme this week, we’ve compiled 12 tips for using Pinterest based on the collective expertise of two magazine brands that have enthusiastically adopted the platform: Real Simple and Glamour.

At the MPA Digital: Social Media conference on Thursday in New York, Kathleen Harris, managing editor of RealSimple.com, presented lessons learned over two years of using Pinterest. She also noted that it’s “where the bulk of our referral traffic comes from.”

Later Mike Hofman, digital managing director at Glamour.com, appeared on a panel about Pinterest. He described it as a “vehicle for lifestyle inspiration, and said Glamour even “re-engineered our website to be more like Pinterest.”

“If you’re not on Pinterest as a magazine brand, you’re not relevant.” That was the assessment of another panelist, Dick Porter, EVP of media sales at Meredith Corporation. Pinterest isn’t a fit for every company or brand, but others can still learn from these magazine brands’ experience.

The advice below makes it appear easy, but applying these tips may prove more elusive. While the examples concern brands that almost exclusively target females, these pointers can also be adapted by gender neutral and male oriented brands.

Our twelve tips:

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Figuring Out Where to Pitch Your Stories

This week brings another helpful post from our friends at Muck Rack: This one is all about how to figure out which magazines and blogs will be most receptive to your pitches (we know from experience how difficult the process can be).

The individual mentioned in the post was recently involved in user testing sessions for the product he needs to promote, so the following list of tips is especially relevant to brands with upcoming product testing sessions–but it could also apply to those with established customer/fanbases. You know, the kind of brand loyalists who wouldn’t mind having you contact them for input.

Essentially, the tips boil down to figuring out which publications the members of your target audience read most often. This may involve contacting said audience members directly—but that’s usually less stressful than the pitch process, right? The steps:

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