This is a guest post by Nate Towne. Follow him on Twitter @Fancy_Lad.
So you’re considering Pinterest for your business are you? Well you’re not alone! As my last Pinterest post propounded, Pinterest has more than four million users and is growing each and every day. It’s the “hot new shiny toy” of the social media sites – which doesn’t necessarily mean it’s right for your brand. After all, thousands of people get their naughty bits pierced each year – that doesn’t mean you should, too (Or does it?). So if you are considering jumping on the Pinterest bandwagon for business, here are some insights to help you make an informed decision.
We can all agree Pinterest is pretty darn cool, but as responsible marketers, we must ask: is it right for your brand? If you’ve got some awesome visuals or products to share with the world, the answer is: yes. Whole Foods, Martha Stewart Living (R.I.P!), Better Homes & Gardens, Bergdorf Goodman – they all have Pinterest accounts, and more brands are joining each day. While the wedding , fashion and design industries appear to be leading the charge, there are many uses for any business – provided it sells something that is visually compelling, provided you want people to share your stuff online and provided you have the time to handle building and maintaining a Pinterest account (That’s a post for another time my dears.).
Pinterest is easy to use, which is yet another reason it’s great for businesses (Why, even my mother could figure it out, if she could put down her glass of wine.). It’s a website, it’s a search engine browser button, it’s an app – it’s everything you want it to be and everywhere your customers like to hang. You can login using Facebook or Twitter, you can take pictures and upload them to your pinboards – which can be customized according to your tastes. Yes Virginia, you can have a pinboard dedicated to burnt toast art. Whatever floats your boat!
So to make a long blog even longer, let’s cut to the chase. How can brands use Pinterest to boost the bottom line? Here are some thoughts to discuss amongst yourselves at the water cooler:
Share Your Look for Less: Creating virtual “Look Books” or reference boards to share with other Pinheads. Launching a new line of toiletries? Create a board! Pitching a big landscaping project to your local bank? Show them exactly the types of plants and materials you’d use – paint them a picture, that’s what Pinterest is all about. And if they share your boards, all the better!
Sell Product: While you can’t BUY anything on Pinterest, if you pin your products and link to the website within your Pin, your fellow Pinheads can easily jump to your ecommerce site. An added bonus: if you add a “$” to your Pins description, Pinterest will automatically add a price banner to the photo AND your Pin will appear in the Pinterest “Gifts” category. Sweeeet.
Demonstrate Subject Matter Expertise: You’re SMART and creative, damn it, so showcase your awesome sauce with pinboards! If you’re a company that sells shoes – own it. Create a board for your products, but also create boards for other shoe-related visuals. Like great places to hike or jog if you’re in the sports apparel game. Or pictures of celebrities who wear your shoes – or who should wear your shoes. Best dressed? Worst dressed? World’s most unappealing cankles? Pin it and become a SME superstar!
Next up in this hopelessly-devoted-to-Pinterest series: how Pinterest can help your business get more business through caring and sharing. Because just like the Hokey Pokey, that’s what it’s all about!
This is a guest post by Nate Towne. Follow him on Twitter @Fancy_Lad.
Pinterest, schminterest! What’s with all the buzz about this new social media channel? Is it worth your precious web surfing time? And how can you use it to build your business so you can feel less guilt about surfing boards on Pinterest on the company dime? Read on, fearless reader – you might just learn something (I swear it’s not my fault if you do.).
Our good pals at Mashable report Pinterest is currently enjoying the limelight as one of the top 10 social networks – and it’s still (technically) invite only. Though getting an invite is pretty easy if you’re on Twitter or Google+ – heck, just ask me and I’ll invite you. Or you can ask Pinterest for an invite –I’m betting dollars to donuts they’re not going to turn you down. I’m a sharing kinda guy. The premise behind Pinterest is pretty basic, it’s a cloud-based social media network that lets you organize and share all the cool discoveries you find on the web. Pinheads (yes, I’m coining that term) use pinboards to showcase their mad style, plan vacation shenanigans, organize their favorite recipes, share gifting ideas, and among other things, drive traffic to ecommerce sites – *gasp!*
What makes Pinterest a social network? It allows Pinheads (see? I’m running with it!) to browse pins and boards created by other Pinheads. Trust me, you could spend days browsing other Pinhead’s pinboards – they are a constant source of amusement, amazement and discovery. And if you’re an entrepreneurial kind of person, the two words that stand out here are “discover” and “share.” Who wouldn’t want Pinheads to discover and share your coolness on this hotter than hot internet destination?
Let’s face it – if you build it, and it’s cool, and it reaches MILLIONS of potential customers, businesses will come. But should your business jump on the bandwagon? According to ComScore’s recent data on Pinterest, the site has nearly five million users and shows no signs of stopping in its race to the top. Data from Google Ad Planner reports nearly 1.5 million unique users are visiting Pinterest daily, and spending more than 14 minutes on the site per visit (If you ask me, this number is a little low – Pinterest is *that* addictive!). If that data isn’t enough to get you thinking, digest this new insight from Shareaholic via GigaOM: Pinterest is now driving more web traffic referrals than Google+ (not surprising), on par with Twitter referrals (rather surprising!). But juicy and compelling data aside, is Pinterest right for your business?
That’s a question for another post – in fact, my next few posts will break down why brands should consider converting to Pinterest , or not as the case may be. I promise you dear reader, it will be worth the wait. And if not, I’ll gladly give you your money back…
Everyone knows that the media industry has experienced widespread changes during the past few years. As a result of these changes (particularly the creation of a 24/7 real-time news cycle) many media outlets have changed the way they work with businesses and PR companies.
There have been a few outlets that have been the driving forces of these changes, most notably TechCrunch, which has done its best to make the embargo extinct. Unfortunately, TechCrunch often takes on the role of the the schoolyard bully, blasting theentirePRindustry. That is why I want to take a moment to call your attention to Wade Roush, the chief corespondent at Xconomy.
I’ve worked with Wade many times in the past when he was located in the Boston area (he’s now in San Francisco) and each time he was an absolute pleasure to work with (I also did a Q&A with him for RaceTalk, which you can view here). After (what I believe to be) years of frustration around broken embargoes, Wade faced the music on May 6 and declared the embargo dead (for him). As TechCrunch did, Wade wrote a story about why he’s no longer going to work with embargoes. However, instead of attacking an entire industry while making this announcement, Wade provided reasoning, explanations and advice.
On July 29 Wade wrote another story related to PR, this time focused on how he decides which stories to write about. In this three page article, Wade explains the various ways that he finds story ideas, the types of articles that he wants to write and the best ways to approach him in order to maximize everyone’s time. Once again, the article was informative and respectful, and it was clear that Wade spent a great deal of time trying to educate and help the PR people that he currently works with and may work with in the future.
The purpose of this post is not only to share Wade’s tips and advice, so PR people can work well with him and other reporters and bloggers. I also want to take a moment and point out how Wade is a shining example of a great media person to work with. He is thoughtful, respectful, considerate, and most importantly, a great journalist.
This is a guest post from Sarah Willey, a Senior Account Executive at Racepoint Group. Follow her on Twitter @willey774.
As @bmfalc described in her post yesterday, most of us were learning about the death of Osama bin Laden in real time through social media. But can you imagine what it must have been like for the man who unknowingly tweeted about the raid on Osama.
It all started from a man in Abbottabad (the town where Osama lived) when Mr. Sohaib Athar, known to thousands of followers as @ReallyVirtual, first wrote about a helicopter hovering above him at 1 a.m., saying it was a “rare event.” That was 3:30 p.m. EST on Sunday. Within minutes, he tweeted, “A huge window shaking bang here in Abbottabad Cantt. I hope its not the start of something nasty :-S”. After a while when the sound of the helicopter stopped following a blast, Mr. Athar tweeted “seems like my giant swatter worked !” That was followed by a Twitter discussion about what had happened. He wrote to “@m0hcin the few people online at this time of the night are saying one of the copters was not Pakistani…” Mr. Athar noted that “Since taliban (probably) don’t have helicopters, and since they’re saying it was not ‘ours’, so must be a complicated situation#abbottabad”
Over the next two hours, Mr. Athar, who describes himself as an IT consultant, exchanged messages with a few other Twitter users about what had happened, learning that there was a helicopter crash. They wondered whether it was an attack or an accident.
“And now I feel I must apologize to the pilot about the swatter tweets :-/” tweeted Mr. Athar. He retweeted Ibrar Ali (@ibi2010) , who said: 1 dead and 1 injured in Abbottabad for heli crashed.”
Mr. Athar seems to have gone offline for a few hours, resurfacing this morning to tweet: “interesting rumors in the otherwise uneventful Abbottabad air today.” Shortly thereafter, Mr. Athar figured out what had happened.
He retweeted a tweet from Munzir Naqvi: “I think the helicopter crash in Abbottabad, Pakistan and the President Obama breaking news address are connected.”
Mr. Athar was clearly unhappy.
“I guess Abbottabad is going to get as crowded as the Lahore that I left behind for some peace and quiet. *sigh*”
A short time later, another Twitter user confirmed the news. Mr. Athar tweeted “RT @ISuckBigTime: Osama Bin Laden killed in Abbottabad, Pakistan.: ISI has confirmed it << Uh oh, there goes the neighborhood :-/”
As the Twitter world discovered Mr. Athar’s tweets, thousands of followers have added him to their list of followers. As of 8:46 am EST on May 3, 2011, @ReallyVirtual had 93,321 followers and counting!
Today at 1:00pm ET Apple is expected to announce the second generation iPad, which means the entire tech media world will stop, listen and write. We’ve decided to join in on the fun this time, but instead of following Apple’s announcement, we’re going to follow the live blogging of Apple’s announcement, examining how a few different media outlets are covering the news.
11:45am ET: The WSJ and Macworld already have live blogs up and ready to go. Engadget and Mashable haven’t yet published live blogs.
12:30pm ET: Engadget now has their live blog up, while the WSJ already has 3 updates to set the stage. Still nothing from Mashable.
12:50pm ET: The WSJ has two people live blogging, Jennifer Valentino-DeVries and Geoff Fowler. MacWorld has Jason Snell and Dan Moren. Joshua Topolsky is in the driver’s seat for Engadget, and Mashable is still silent. The WSJ and Engadget both report that they’re listening to the Beatles.
12:53pm ET: Uh oh. The WSJ live blog is down.
12:55pm ET: Macworld is working in some photographs – a nice touch.
12:59pm ET: The WSJ is still down, Macworld is taking reader questions, Engadget reports there is no Steve Jobs sighting (yet) and has a picture of an empty couch. Mashable still hasn’t posted anything. It’s likely Mashable will write separate posts for each update to try and maximize their clicks. It’s also a good way to frustrate readers by making them click several different pages to access the information they’re looking for.
1:02pm ET: Engadget and Macworld report the lights are dimming. WSJ still down. Nothing from Mashable.
1:03pm ET: Ok, Macworld’s updates are really fast. They report Steve Jobs is on stage and already have pictures posted. Engadget is right there too. WSJ is still down and nothing from Mashable. We have a two horse race.
1:06pm ET: Engadget has better photos then Macworld, but I think Macworld has a slight edge on the timing. As expected, Mashable is doing a new post for each piece of the press conference. Their first post went live a minute ago and has over 1,000 tweets. This number seems as inflated as as Mubarak’s past election results.
1:10pm ET: Major #fail right now for the WSJ. While they’re streaming live video on from the event (outside, not inside) with updates, the blog is still down.
1:14pm ET: Engadget and Macworld are doing a great job covering the event, with pictures and real time commentary. Mashable hasn’t actually provided any information yet. Now their tweet counter shows “0″ – something weird is going on there.
1:16pm ET: Engadget has some great photographs showing the iPad being used in schools and hospitals.
1:18pm ET: Mashable has 2 posts up now. Really going for those clicks and tweets.
1:19pm ET: Now we’re on to what’s new in the next iPad. Engadget had the update first, followed closely by Macworld. Mashable doesn’t have anything yet, and WSJ is still down.
1:22pm ET: Engadget seems to have more photos while Macworld has a bit more text. At this point I’m really disappointed with the WSJ live blog, as the site is still down. Mashable’s coverage is also disappointing, as it’s way behind and difficult to follow.
1:24pm ET: This is the message I’m getting on the WSJ live blog:
1:28pm ET: Mashable has 2 more posts up. I’m really not liking the way they’re doing this. Also, in 38 seconds one post has 565 tweets. I’m suspicious.
1:31pm ET: Macworld and Engadget have play-by-plays of the new iPad cover. Engadget has more pictures, but both do a good job. Nothing yet from Mashable on the cover. And there is good news – the WSJ is now up! Unfortunately, their last update was at 12:48.
12:34pm ET: I’m really liking that Engadget and Macworld update automatically. Mashable has separate posts so you have refresh the home page (annoying). The WSJ might have given up at this point on the live blog. They must realize they aren’t #winning this one.
12:38pm ET: John Paczkowski at All Things D is also live blogging the event. While they’re part of the WSJ network, I’ve heard Kara Swisher say multiple times that All Things D competes with the WSJ, so we’re counting this as a separate blog.
12:39pm ET: Engadget was first to report FaceTime. Macworld followed, still waiting for Mashable to put up their next post.
12:33pm ET: Apple’s event isn’t over yet, but our job for the day is done. Today’s rankings (from the outlets we watched) are as follows: First place to Engadget, second place to Macworld and (a distant) third place to Mashable. We’re giving the WSJ an incomplete grade due to their tech problems, and we’ll give their hard-working reporters another shot next time.
One of my favorite Twitter friends, Annie Colbert, recently posted an awesome infographic on the state of the blog economy in 2010 (view the full infographic here). The image is bursting with insightful information about who blogs, why they write, how they promote their posts and how much cash they earn for doing so.
Among the more surprising stats: 65% of bloggers write as a hobby, while only 1% of bloggers write for a corporate blog or as their full time profession. Given the rise of corporate blogs this year, that number seems low.
The most shocking number was in regards to revenue. Self employed bloggers, on average, earn $122,222 in annual revenue from advertising on their blog! Chew on that.
Back in April I wrote about Jeff Pulver’s 140 Character Conference that was taking place in New York City. I praised the conference and its attendees for providing advice on social media best practices live from the event. The live tweeting was so impressive I felt like I was there in the auditorium.
Yesterday, I actually was in the auditorium as Pulver brought his traveling conference to Boston for the first time. The conference began at 9:00 am and went until 6:00 pm with over 61 speakers on the roster. Each group that took the stage had 10 minutes to share how Twitter and/or the real-time web have impacted their goals professionally and personally. Below, a few highlights from the day:
Jeff Pulver, @jeffpulver – Check out Pulver’s opening remarks to kick off the day:
John Daley, @Boston_Police – Daley, deputy superintendent for the Boston Police, shared that the department is using Twitter to broadcast vital, public safety information to the city of Boston and their broader Twitter followers. The police see Twitter as an effective way to disseminate critical information in real-time. Daley also noted that citizens have begun reporting crimes to the police via Twitter. They tweet updates and photos, typically of crimes they consider “too small” to dial 911. Who knew!
C.C. Chapman, @cc_chapman – C.C. is on a mission. A mission to give dads who blog as much power and recognition as the infamous “mommy bloggers.” During what was by far the most animated speech of the day, C.C. shared his personal quest to force consumer brands to recognize fathers as a key sales demographic. Marketers, pay attention. The dads have wallets too.
Patrick Larkin, @bhsprincipal – Larkin is the principal of Burlington High School where he is trying to bring the school into the digital revolution. In addition to teaching a Web 2.0 class to his students, Larkin is working to educate families on the importance of digital education for students. During his panel, Larkin said, “We need to teach our children to use social media. Without that, the diploma doesn’t mean much.”
Amanda Palmer, @amandapalmer – Palmer, best known as part of the musical group the Dresden Dolls, shared with the audience that, “I was able to ditch my management and my record label to launch an album all via the internet.” She went on to say how her Twitter followers have been incredibly supportive and a resource she didn’t realize would be so critical. She said, “Life is becoming easier, faster and cheaper as we harness the power of social media.” Rock on, Amanda!
Georgy Cohen, @radiofreegeorgy – Cohen is the managing editor of web communications for Tufts University and has one of the best understandings of the power of social media that I have encountered. Not only does she see the value in active social media platforms for the university, but she is consistently engaging with students, staff and alumni to build meaningful relationships. Cohen hit the nail on the head when she said, “We have to be in the ‘now’ because our brands already are, whether we are or not.” I was also impressed by Cohen’s decision to harness the strength of content creation and launch a Tufts website called Jumble (their mascot is the Jumbo) to aggregate all of the best content created by students, staff and alumni. For colleges and university seeking social media best practices, look no further than Tufts.
Chris Brogan, @chrisbrogan – Brogan, a high profile social media player, author and the president of New Marketing Labs, spoke to the group about Twitter and other web applications simply serving as a platform for larger goals. In one of the best quotes of the day he quipped, “No one ever asked Hemmingway what kind of pencil he wrote with. Don’t ask me what blog platform I use! That’s not the point.” View Brogan’s entire talk here:
For more information on the speakers at the Boston 140 Characters Conference, check out my live updates @MollyGaller on Twitter or the #140conf hashtag.
At the close of the event, Pulver said, “This conference is not a tech event, it’s a life event.” Thank you, Jeff Pulver, for a superb day that reminds us all that the next big thing could be just a tweet away.
In a post by Matthew Ingram for GigaOm, Twitter CEO Ev Williams shares that mobile use of the free, micro-blogging service has grown 60 percent since April. Williams also announced that Twitter has 145 million registered users, a 40 percent growth in overall users since April.
Given Twitter’s immense popularity it is no surprise that the company has seen a steady rise in user numbers, however what is interesting is the number of users who first activate the service on a mobile device. Presently, 16 percent of all Twitter users activate via mobile.
For that reason, Twitter has its own iPhone application and recently launched an application for the iPad. Several outside vendors have also launched mobile applications for Twitter.
Williams said on the Twitter corporate blog, “We quickly understood that we were doing users a disservice by not having a great client on each of the major mobile platforms.”
He went on to say, “As we had hoped in April, these clients are bringing more people into Twitter, and, even better, they are attracting and retaining active users. Indeed, 46 percent of active users make mobile a regular part of their Twitter experience.”
For businesses considering putting resources behind a mobile application, let Twitter’s success be a reinforcing pat on the back that you’re headed in the right direction.
Infographics are quickly becoming a media and public relations industry buzz word / topic. Why you ask? Two major reasons. As corporations continue to shift into their role as media companies and content curators, they’re realizing the opportunity to package interesting data to the media and consumers in new ways. More importantly, media organizations and editors are now focusing on finding new ways to engage their readership. Infographics happen to solve both of these problems by packaging data in a way that makes it both engaging and easy to read.
A few weeks ago I sat down with Sam Whitmore of Sam Whitmore’s Media Survey for Racepoint Group’s video newsletter to discuss how brands and agencies can leverage infographics and why they’re becoming the “new slide shows” for media outlets desperate for engaging content. While Sam cautioned that infographics aren’t B-roll (most media outlets like to play a role in building them), he did pass along some interesting insight into how PR practitioners and marketers can leverage the media’s interest in this new category of content.
For more insight on infographics, along with the latest news and trends in marketing, PR and communications in the technology space subscribe to Racepoint’s “The Point: Tech Edition.
Last night Racepoint Group hosted an event about social media and its return on investment (ROI). As social media continues to become a larger focal point in public relations and marketing campaigns, it’s critical to understand how to articulate it’s value to clients.
Last night’s event centered around a panel discussion with three social media experts: Larry Weber, Chairman of Racepoint Group, Erik Qualman, author of Socialnomics and Mike Volpe, VP of Inbound Marketing for HubSpot.
After Larry Weber’s opening remarks, Qualman shared how he first dipped his toe into the digital space by sending a company-wide email instead of the standard hard copy memo. View his story here:
Volpe was up next and shared with the group the origins of his marketing career and the way tracking and reporting on ROI is evolving. Watch him provide tips here:
The evening was full of tremendous ideas and recommendations. The five big takeaways from the panel were:
1) Social media is not about technology. It’s about human interaction. It’s about sharing information and making connections. People who are intimidated by the technology aspect of engaging in social media should not view the applications as a hurdle. It’s simply the current mechanism to maintain relationships and reach out to new people.
2) When it comes to tracking social media, its important to focus not only on the quantitative (number of followers, number of re-postings) but also the qualitative. We need to take into account engagement and tone. Qualman said, “If social media is so trackable, we should just have robots running things. The human element is necessary here.”
3) Everyone and anyone can be a content creator, a publisher, a media property. As we shift away from traditional print and broadcast media, both we and our clients have the opportunity to get innovative and create and distribute our own content. Additionally, content creation should not be isolated to the PR and marketing staff. Volpe shared that, “50% of HubSpot employees have written posts for the HubSpot blog.”
4) Although much of PR and marketing is based in the written word, we need to start thinking more visually. We need to tell stories through pictures and videos. We need to make our content more authentic and dynamic.
5) On a personal level, Volpe stated, “The new resume is what comes up in Google when I type in your name.” As digital and social media continue to play an increasingly vital role in our PR and marketing efforts, we too have a digital and social persona, and that is now what employers are most interested in.
Thank you to Erik Qualman and Mike Volpe for joining us at Racepoint Group last night and providing such pragmatic, realistic, useful and inspiring guidance on the social media ROI frontier. Be sure to follow @equalman and @mvolpe on Twitter for real time updates on their social media adventures. You can also view all the live commentary during the event with the #smroi hashtag here.
