Pin Your Interests
“Pinterest? What’s that?” you ask. It’s like an online bulletin board where you pin up your favorite things, pictures, wish lists or quotes. Just another example of things we were doing anyway, not being converted to digital, portable, accessible online versions.
The first opportunists to take advantage of this site were wedding planners, brides and interior designers. Surprised? It’s a perfect application for them! But now it’s becoming a great tool for other businesses as well. Think about how your business could use this. You can have a new board (page) for each event, campaign, seasonal sale, or whatever. The best thing is it’s accessible to anyone who cares about your business – anytime! You don’t have to get your newspaper insert in their hands on time for a big sale.
I’m going to use it for my wish list. Have you ever registered for wedding gifts at stores? It’s awesome! Being able to tell people what you want. Well, now you don’t have to be getting married to do that! All your friends and family can see what you like – post the pictures, write about why you like it, and even tell them where to get it! How can retail stores utilize this as well?
To wrap up this post, I share with you a shortened version of a great article by Matt Wilson on how Whole Foods capitalizes on using Pinterest. You can see the whole story at http://goo.gl/GpkyI. ~JD
5 ways Whole Foods builds awareness on Pinterest
1. Community building
To determine which boards could work best, find the most popular topics via keywords. To pull people in, be sure to use hashtags and repin from the people you follow. Here, Bepko explains that whether or not pinning is a good idea for a brand depends on its goals—community, collaboration and traffic are the rewards brands can reap.
2. Creating website traffic
Pinterest overtook Twitter as a referrer to Whole Foods’ website in December 2011. Bepko thought he should take advantage of that and drive people to the brand’s recipe pages, which lots of shoppers don’t even know it has. So Bepko created several recipe boards, all organized by season or holiday. Overall, 500,000 visitors from Pinterest have viewed Whole Foods pages 760,000 times. Of that, 80 percent came from recipes.
Each year, Whole Foods raises funds for the Whole Planet Foundation, an organization that helps farmers and food producers in developing countries through microcredit transactions. Pinterest has helped cut through that confusion a bit. Using maps, photos of the people the program benefits, and pictures of the food they produce, people are learning about Whole Planet.
4. Crowdsourcing and trends
Bepko started a “Pins for Mom” contest to celebrate Mother’s Day, in which he asked people to create boards celebrating motherhood, he noticed that two kinds of content were popping up a lot: inspirational quotes and infographics. So, for the next program, “Share the Buzz,” the social media team got together with designers to make some bee-themed images to stress the importance of bees in the ecosystem. An infographic called “Why do bees matter?” netted hundreds of re-pins, Bepko said.
5. Influencer outreach and collaboration
Pinterest is a place where people share based on what they love. That can make for strong connections, Bepko said, and not just online.
A “Why Austin” board created in advance of the South by Southwest festival included 12 Austin-based brands, including Whole Foods, for example. With so many collaborators, brands “were just pinning left and right,” he said. Brands can start lasting relationships through Pinterest, he advised.