Social media has led to a radical reshuffling of the nature of brand relationships. Rather than simply accepting the content that brands deliver to them, consumers are pushing back and driving two-way conversations through social media or other venues.
User-driven brand engagements are front and center on Pinterest, the latest social media site to capture the imaginations of today's consumers. Despite most brands having heard about Pinterest's popularity with consumers, few have a handle on how to optimize their social marketing strategy for Pinterest users.
Why Pinterest Matters to Brands
Unlike Facebook, Twitter and other social media sites, Pinterest is primarily image-based. Engagement is all about leveraging visual images to establish quick connections between brands and consumers while promoting social sharing and ultimately driving traffic to the brand's website.
Considered by many to be the hot social media platform of 2012, Pinterest is experiencing phenomenal growth, especially among women. Approximately 95 percent of Pinterest's more than 11.7 million users are female, which gives the social media site a brand-conscious and rapidly growing user base that falls squarely within many retailers' core demographic.
One of Pinterest's most important benefits is its ability to reinforce consumers’ expectation of control in the brand relationship. By encouraging social dialogs concerning products that are highly visual in nature, retailers can promote proactive, positive engagement around a set of aesthetics and forge deeper connections with their core customer base.
With the right strategy, brands and retailers can harness the sense of personal control that draws consumers to Pinterest, enhancing the customer experience and leveraging Pinterest to achieve targeted social channel objectives.
Optimizing Your Brand for Pinterest
There are several strategies retailers can use to forge meaningful, digital connections with consumers on Pinterest. From a strategic perspective, the overarching goal is to promote the sharing of image-based content in a manner that drives brand awareness and advocacy, customer loyalty, site traffic, and conversions. Here are four steps to get you started: