Pinterest Expert Shares Why You Need To Leverage Brand Advocates Into Your Pinterest Strategy (Based On Research)
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.
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).
According to a study conducted by Bzz Agent Field Guide to Brand Advocates here’s what they found about brand advocates’
1) Are 83% more likely to share information than the average Internet user.
2) Enjoy solving problems and helping others make better purchase decisions.
3) Are 75% more likely to share a great product experience and three times more likely to share product opinions with someone they don’t know.
4) Act and think very differently from typical web users – they are a different breed of consumer.
With this kind of information marketers will have to find important ways to get their 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 hundreds or thousands of dollars in marketing expenses.
Building your army of advocates takes time and has to be done in consideration of your brand’s mission and goals. Let’s not forget that creating relationships online takes time. This is no different than how we develop friendships outside social media.
Here are seven 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 with on a Pinterest project. Identify your key influencers or brand advocates and create a small and simple event that your target audience would find valuable.
Provide a platform for advocates to share feedback and in turn build trust with prospective advocates.
3) Urban Outfitters
Urban Outfitters has dedicated a board to fashion bloggers wearing their products.
Moira Gregonis, senior marketing manager at Urban Outfitters, says by integrating user-generated content into its site it presents a “win-win” opportunity for boosting measurable, social engagement. It is planning to put social pics directly on its product pages in the coming months.
Brand advocates are motivated by recognition, so mentioning or tagging their name on pin descriptions creates an easy opportunity to fulfill that need.
4) Home Depot
Home Depot has a 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.
6) Stonyfield Yogurt
Stonyfield Yogurt has created a Pinterest board for over 20 parent ambassadors, known as Yo-getters. The company states “We try to provide exciting and meaningful opportunities for them to work with us and learn more about the mission that drives us – healthy food, healthy people and a healthy planet. In exchange, we enlist their help to educate others and improve the eating habits of families across the country. Since we don’t pay these groups, we understand the importance of highlighting and promoting their posts to increase their readership.”
This strategy works extremely well because they are leveraging mom’s and this audience loves to share! After all more than 50% of female Pinterest users are moms!
By not focusing only on their product, they gain build trust and inspire others to share their content.
7) Free People
Offering a sneak peek of a new product not only builds your brand advocacy, but it also helps build buzz around a new product launch. Pinning “sneak peeks” helps to generate buzz and helps to increase brand engagement.
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:
Type is your url to replace whiteglovesocialmedia.com
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 to help you more save time from figuring it out yourself Tailwind has a feature that shows identifies 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 to 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.)
Pinterest Expert Actionable Tip: 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?