These are all strong reasons to bring your brand to Pinterest. But the site doesn’t work miracles. It’s not for every brand, and it’s not for every market. Here are some reasons not to spend time with your brand on Pinterest.
Pinterest doesn’t move the needle for service brands. The site does lead to sales of clothing and crafts, but it has virtually no referral rate for photographers, contractors, or consultants. If your company is service-oriented, you’re better off building relationships with customers on Facebook and Twitter, which allows for more dialogue between parties.
Pinterest only works for visual brands. This is related to the first point. Pinterest is about sharing images, which can be hairstyles or clothes or photographs or infographics. But if you’re an accounting firm or a wireless communications company, what are your visuals? Your brand is better conveyed through words and numbers on a blog than pictures on Pinterest.
Your audience might not be there. A recent TechCrunch study found that 97% of the fans of Pinterest’s Facebook Page are women. While that doesn’t translate exactly to Pinterest’s users and viewers, clearly the site has a major bias towards females. That works great for lifestyle and beauty brands, but not so well for, say, sports. I think men will eventually discover the site (and that “Pinterest for men” clones are doomed to fail), but keep in mind the current gender disparity when considering whether Pinterest is right for your brand.
You can post images elsewhere. Yes, Pinterest has more than 10 million users. But Facebook has 85 times that amount. If you already have a Facebook page with a following, there’s no reason that you must also post your content on a Pinterest board. For smaller companies, time spent on social media is limited, so don’t feel that you have to rush to Pinterest because of the buzz. And don’t forget that images can also be sent via Twitter, uploaded to Flickr, or posted on Tumblr, which are just as popular as Pinterest.
Whether you use Pinterest, and how you use it, is up to you. If you’d like help in integrating this hot new site into your social media or web marketing efforts, feel free to contact me. My interactive branding experts are standing by.
In a recent Jobvite survey, 80% of recruiters said they use social media as part of their strategy — and 40% used three or more social media channels. If you’re not using social media for recruiting, you may be missing out on top talent.
The incoming generation of workers has been raised on social networks and aren’t looking for jobs only on LinkedIn. They’re on Facebook, where new applications like BranchOut allow them to network while they chat with friends; they’re on Twitter, where @pepsicojobs and @UPSjobs each has more than 12,000 followers; and they’re on YouTube, the world’s second-largest search engine. And now they’re even on Google Plus and Pinterest.
How can you reach those job-seekers? What brands are using social media in innovative ways? If you’re a novice, how do you even set up accounts on all these sites?
I’m here to answer all these questions and more. Join me for Socialize Your Talent Strategy, a free webinar on Thursday, April 26.
We’ll seek out the most inventive brands for each of the six major social channels to engage applicants. We’ll talk about the unique content that differentiates your recruitment strategy from your marketing campaign. And we’ll look at the emerging trends for 2012 and beyond.
Three different webinar sessions make it easy for anyone to attend:
10 am EDT / 7 am PDT
Recently we hosted a guest post by Kathryn, our Director of Client Services. This week we turn the blog over to our Creative Director, Clarissa Zorr. She’s an award-winning designer with more than 10 years of experience in developing and executing integrated brand strategies ranging from print to web to video. Clarissa is a member of AIGA, the professional association for design. Here, she tells us the about her branding process, her ideal client relationship, and when to break the rules. Take it away, Clarissa!
On my branding process:
Start With Trust
Whenever I begin a new branding project, I always like to have an in-person meeting with the project stakeholders. This is how I establish mutual trust. They are entrusting us with their branding, their marketing, and their communications needs. How can they do that if they don’t know me personally? I am entrusting them to provide us with history, context and the business perspective that I need to help solve their problems through creative. In-person meetings provide real-time sharing and feedback that transcends telephone tag, and reigns high over email communications.
Assign Each Project A Clean Slate
Everyone has preconceived notions on just about everything, and I am certainly no exception. But when I approach any new branding project, I always begin with a clean slate. I try not to talk – I just listen. I let clients tell me what they need, what they think, what they like, what they don’t like. They might say something that will spark a totally new idea or creative direction, and I won’t get that freedom unless I have a blank canvas to start from.
The Creative Brief: Where Art Meets Science
Design is art, and therefore subjective; people may have different opinions but we all share one goal. That’s why, after that first meeting, my team and I put together a creative brief. The creative brief helps outline each project’s general information, its goals, objectives, and deliverables, helping everyone stay on track for the duration of the project. It’s the blueprint from which all things emanate, and it’s what we check our work against to make sure we’ve done our job well. I describe it as bringing “science” to the art of creativity.
|Client Mood Board|
On my inspiration:
Ideas Are Everywhere
When I start any new branding project, I look at what others are doing – not just competitors, but also other industries and trends, and even what aren’t people doing (and why), so I can always bring something fresh and unique to the client that’s meaningful and helps deliver their message. My inspiration comes from all sorts of places. I might see a texture in a wall that I could use as a website background. Or I might take a photograph of flowers and use it as the color palette for an identity. I also draw inspiration from many industry magazines and websites. One of my favorite publications is Communication Arts. They feature the cream of the crop in design, photography, illustration, typography, and advertising. Some websites I frequently visit to check out the latest in all things cool are FormFiftyFive, NOTCOT, and AIGA.
On our mantra: “One Brand”
Employer Branding vs. Consumer Branding
I don’t see any creative or process differences between creating employee communications and consumer-facing campaigns. Design is all about problem-solving. In each case, there is a message to deliver to an audience, and it’s the designer’s job to make that message clear. As creative director, my goal is to build brands, creating emotional connections between our clients and their target audiences. I seek to attract, educate, and inspire people with my work, and my approach doesn’t waver based on audience, geography, or medium.
Want to talk more about your branding? Write to me at Brandemix or check out some of our recent design work on Pinterest.
Last week, Bullhorn Reach published the results of a survey of more than 35,000 recruiters in its user network, tracking their use of social media. The survey focused on LinkedIn, Facebook, and Twitter.
I recently attended the Social Consumer 2012 conference, presented by the Business Development Institute. Representatives from major brands discussed how they used social media to connect with customers. There were five fascinating presentations (and one entertaining interview, courtesy of the Wall Street Journal’s Simon Constable) followed by roundtable discussions hosted by experts in numerous fields. A very educational experience.