At the turn of 2012, the social networking buzz wasn’t for Twitter, LinkedIn or Google+. Pinterest is the latest social media craze that seems to have captured everyone’s attention. Pinterest is a graphic social bookmarking network. It quickly shot into the top 10 most visited social networks of the past year attracting over 10 million registered users – making Time’s list of the 50 Best Websites of 2011.
The idea behind the image-based platform is simple: users create and name boards of anything they like and post relevant photos on corresponding boards, while sorting them under a number of defined categories. Pinterest allows you to pin various items onto your pinboard, where the “pins” are images and videos collected from anywhere on the web. Users can follow one another based on interests, viewing photos that are displayed on a pin board-type feed. The follow system works just like Twitter, so you can “unfollow” any friends or organizations whenever you want. People can also share their finds with friends and can edit comments on images before saving them to their own pinboard.
How can companies best use this platform in conjunction with email marketing campaigns to their advantage? For starters, it’s important to understand that Pinterest goes far beyond simply just sharing or liking things of interest; it encourages users to interact and communicate on various topics. As soon as you add contributors to one of your pinboards, you can work together to plan an event or product release, or generate buzz for a new project.
Check which of your Pinterest-shared images resonated with people interested in your brand the most and then use these images in your email campaign. You can even integrate comments from anyone of your popular pins, which is a very easy way to get user-generated content.
Because of its commenting feature, it is an ideal way to introduce a new product, get reviews and opinions about an item’s look and feel or generate excitement for a new product launch. With Pinterest, marketers can easily obtain and analyze consumer feelings. As users repin a photo, businesses can measure the mood towards an idea or product. Call out new product launches on your email newsletters linked to your Pinterest presence, and then wait for feedback. Using the power of images, companies can create buzz around products and make more personal and visually charming experiences for their audiences.
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