Consumers today are leveraging social media to discover and validate potential purchases. In fact they rely more on digital feedback from friends, family and influencers, and less on brand-generated messages according to Forrester. According to their research some 70% percent of US online adults trust brand or product recommendations from friends and family and 46% trust consumer-written online reviews, while just 10% trust ads on websites and 9% trust text messages from companies or brands. This is according to new Forrester data based on a survey of more than 58,000 respondents.
Another Forrester study shows that 32 percent of US online consumers trust a stranger’s opinion on forums and websites over branded advertisements.
According to Nielsen’s Latest Global Trust in Advertising Survey, 92% of respondents in 56 different countries said they trusted word-of-mouth recommendation from their friends and family above all other forms of communication. That’s up 17% since 2007.
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Consumers are also increasingly likely to trust the voices of strangers over those of a corporation. Online consumer reviews are the second-most trusted form of communication (cited by 70% of consumers, up 15% since 2007).
With this kind of information marketers will have to find important ways to get your customers involved in creating your content. By allowing them to share images it automatically increases engagement and builds a sense of community around the brand or business. If you’re a small business imagine the free content you’re getting, saving you several hundreds/thousands of dollars in marketing expenses.
Here are 5 brands on Pinterest that have had success doing just that:
1) Target has teamed up with three of Pinterest’s top influencers to create a limited-time-only series of party planning collections that will make party planning easy peasy. Did you know that more than seven hundred thousand party planning related images are being shared on Pinterest every day?
I’ve been extremely impressed by how Target continues to keep testing and experimenting to find what works and what resonates with their customers whom they refer to as “guests”. Target’s best practice’s includes:
- Focusing on inspiration and not selling.
- Creating more lifestyle images rather than products.
- Collaborating with influential pinners.
2) Hometalk is a home and garden social network that co-hosted Pinterest parties in 100 Michaels Stores nationwide in the month of February.
They selected several members to lead DIY craft demos and put their own signature style to five Pinterest projects offering customers hands on advice while they shopped for supplies at Michael’s stores.
Think of who you can collaborate on a Pinterest project with? Identify your key influencers or brand advocates and create a small and simple event that your target audience would find valuable.
3) Urban Outfitters
Urban Outfitters has dedicated a board to fashion bloggers wearing their products.
4) Home Depot
Home Depot has and blog called “Style Challenge” that features bloggers sharing their inspirations using Home Depot’s products and it shares those images on their Pinterest board called “Patio Style Challenge”.
Home Depot also adds a link from their blog post to the blogger’s site page to give them exposure. It’s a great partnership for the brand and the blogger. The Blogger gets the exposure they deserve and Home Depot continues to get others talking about them.
5) Michael Kors
Michael Kors has teamed up with fashion bloggers in curating content in their “Street Style” Pinterest board.
Now that your mind is brewing with ideas on how to leverage your key influencers and brand advocates; how do you find them on Pinterest? Here are a couple of ways:
1) If you have verified your website you can have access to Pinterest’s Analytics and click on “Most Repinned”. These are images that Pinterest users have pinned from your website. These pinners have the potential to be your influencers and brand advocates.
2) If you want more accurate information and to help you save time from figuring it out yourself, Tailwind has a feature that shows you your Brand Advocates & Top Repinners. If you’ve been reading my blog posts you know that Tailwind has always been my favorite analytics tool because it is so comprehensive and it helps me identify what’s working and what followers I need to engage with.
Tailwind has made a ton of upgrades lately and I’m pumped about their recent success! For the first time Pinterest is opening up a business insights API, allowing third-party developers such as Tailwind who build software for marketers tap into intelligence about how pins are performing across its network of 30 billion and counting of them. (API stands for application-programming interface and is a set of rules that allows third parties to interact with platforms and services.)
The next step is for you to reach out to your key influencers and brand advocates and start creating a dialogue with them. You can start by commenting on the pins they pinned from your website or blog and thank them for sharing your content. Then you can reach out to them via Twitter or Facebook. If they haven’t linked their social networks on their Pinterest profile you can easily comment on the pin description and let them know you want to feature them on your Pinterest board and ask them to email you with their email address.
Over to you
Have you worked with key influencers or brand advocates to create your Pinterest content? If so what has been your experience?
If this is overwhelming for you and you feel like you are going around and around with Pinterest and not getting anywhere contact me to learn more about my Pinterest Marketing Course for Business.