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Pinterest: The Brand Experience

Submitted by on April 17, 2012 – 6:16 amNo Comment

Surely, by now, you’ve heard about Pinterest, “the virtual pinboard. that allows you to organize and share all the beautiful things you find on the web.” You’ve also likely heard a host of reasons about why it appeals to individual users, and how in recent months more and more businesses have been jumping on the Pinterest bandwagon.

But before now, you may not have heard from the people behind the business profiles; the people behind the pins, boards, likes and comments.  In short, why Pinterest? Why would a business decide to go the Pinterest route and attempt to represent themselves visually with such an economy of words?

We had a chance to check in with a number of businesses from a wide spectrum of industries; some businesses who were among the early Pinterest adopters and in other cases, businesses who created their profiles as recent as the past few months.

Later in this post, in a Q & A, we’ll introduce you to Kelly Lieberman, a Pinterest user, social media enthusiast and the creator of the Pinterest board, Brands on Pinterest. Over the past few months Kelly has pinned over 400 entities to the board and has had her eye on the Pinterest brand experience and offers some great perspectives.

Why Pinterest?

Pinterest [can work] as a Focus Group.
–Jen Farkas
Hammer and Nail Exteriors

Building brand and watching products go viral right in front of your eyes.
–Jenny Ford
Monkey Toes

Pinterest is in my top 10 sources of referral traffic at this time.
–Teajai Stradley
Ideas That Work

Pinterest has the Potential to Have Greater Value for Brands Than Any Other Social Media Site.
–Marisa Brayman
Stadri Emblems, Inc

Pinterest Helps Build Brand Identity.
–Marta Segal Block
GigMasters

Visual Approach and Feminine Demographic.
–Bethany Allen
Threadless

A Fantastic Research Tool.
–Joel Chudleigh
Deep Footprints

Photos Say More Than My Words Could Ever Convey.
– Jeanette Simpson
KidSpace Interiors

A Great Way to Communicate to Our Customers the Way We See Ourselves.
–Kathy Seal
The Quilt Patch

Provides Another Way to Spread Brand Awareness and Show Your Company’s Personality.
–Jerian DiMattei
BluChip Marketing

Pinterest is an Easy Way to Drive Customers to Your Website–a Pin Can Become Viral.
– Jill Homiak
Presenza

Pinterest Offers the Categorization that Allows my Content to be More Readily Found.
–Nicole Perri
Diapers.com

Pinterest is Our Number One Referrer for Web Traffic Right Now. It’s Hot, it’s Easy, and it’s Where You Want to be Promoting Your Brand.
–Janver Natlas
The Motr B

A Perfect Fit Right Now for Our Content and Our Demographic Goals.
– Michelle Magoffin
Edmunds.com

Pinterest Allows the Entire Team to Contribute to the Overall Success.
– Jacob Cross
Puccini Group

Pinterest Can Reach Out to an Audience that was Unreachable on Facebook and Twitter.
–Lynn Steinberg
Goodies For Gifts

Pinterest has Exploded and Added About 28% New Traffic to Our Site that Converts.
–Jason Lazarus
Gadgets and Gear

A Quick and Easy Way to Distribute Information to a Large Number of People –Thanks to the Social Sharing Nature.
–Alison Pruett
Baylor University Libraries

Brings a Freshness to the Term Branded Content, as Businesses Can Now Share and Showcase Company Culture and Incentives in a Creative Light.
–Ashley Ranger
Excelamktg

Pinterest is a Way to Build Your Brand That is not Blatant Self-Promotion.
– Cynthia McCloud
Mountain Mamas Retreats

If a Brand is Just About Selling Their Product it’s Not Going to Work, but if it’s About Selling an Experience That is What Will be of Interest.
–Katie Noonan
Tolosa Winery

When I post on Facebook, I posture informative, when I tweet, I want to be a quick attention getter, and when I put something on Linkedin, I want to be professional/strategic. But Pinterest, in my opinion, is all about inspiring people with your creativity.
– Shelley Hunter
Gift Card Girlfriend

Q & A with Kelly Lieberman

1. How long have you had your profile on Pinterest?

I was invited to Pinterest last May, but I honestly did not get pinning then. I was overwhelmed by how creative everyone was. A friend suggested that I check Pinterest out again and so I revisited the site in August. I began to  think about what really interests me and used the categories as prompts. I’ve been happily pinning every since.

2. You have located and pinned over 400 “Brands, businesses, blogs, and orgs from different markets” who are using Pinterest to your board, Brands on Pinterest. What made you interested in pinning brands?

I was really curious as to what brands would pin. How were they going to use this new platform? Will they just pin directly from their websites? How will they share this on Facebook, Twitter, their websites? So I started the Brands on Pinterest Board to be able to easily catalog and follow brands.  I am also curious about how users interact with brands pins. It has been amazing to see the numbers of brands that are now pinning on Pinterest everyday.

 

3. How long have you been working on the board?

Since late October to early November, 2011.

4. How have you gone about locating brands, businesses, etc. to be included on your board?

Sometimes I just type in keywords and use the search box on Pinterest. Also from Facebook, Twitter, blog announcements about brands now having a presence on Pinterest. I also have been following Mariam Shabab. She and Emily Spicklemire have created a fantastic collaborative board as well Brands, Businesses & Blogs on Pinterest. Also brands have begun to send me tweets on Twitter, Facebook, and email to let me know that they are now on Pinterest.

5. What brands/businesses do you think are doing a particularly good job of representing themselves on Pinterest?

Some brands that I think are really doing a particularly good job are:

6. From your experiences as a Pinterest user and social media enthusiast what tips would you give to businesses and organizations who are thinking about creating a profile?

Take a quick peek at the site and see if you or your industry is being Pinned. Here is a quick way to do that, http://pinterest.com/source/ after source type in the name of your website (without the www) to see what has been pinned. Think about the overall lifestyle your audience, not just your product but HOW your product fits into their life and how it is used. Promote others pins do not just pin everything from your website.

Another fantastic way to use Pinterest is for research, finding trends, even reputation management. Because users can catalog their pins it is a fantastic way to gain some insight into consumer sentiment based on how something is pinned – is it on the I Want This, I Love This, etc board. Pinterest allows brands to easily and creatively engage with customers and build brand awareness

I have a weekly chat that I host on Twitter, #Pinchat, on Wednesdays at 9PM ET.  I have guests including brands (Scholastic, ModCloth). We also discuss best practices for individuals, professionals, and brands using Pinterest.

In addition to Kelly’s Brands on Pinterest Board, you can follow Kelly on Pinterest, Twitter and Facebook Group #Pinchat.

Thank you to all of the contributors to this post, who you can find together in one board on Pinterest, Blog post contributors–Brands on Pinterest.

If your business has a profile on Pinterest, tell us why Pinterest? And if you’re just thinking about getting started, why now?

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