Part 4 of 4
Pinterest – What does it have to do with business?
Everything – if your target market falls into their demographics. According to the latest statistics I have, Pinterest is heavy with female visitors – 79%, with the highest age group being age 25 to 54. Approximately 64% of all women between 25 and 54 in the U.S. have an account on Pinterest. The most common places for Pinners to go are to Visual Arts & Design, with Crafts as a close second. Pinterest is fast becoming a social media force. It’s now in a dead heat with Twitter and LinkedIn for third place in social media visits.
A business I work with sells OEM brand toner and inks for printers. They have seen a dramatic increase in online purchases since they began posting on Pinterest. It is their second-biggest social media site after Facebook. The #1 type of people that buy from them are craft people, especially those working with scrapbooking. Other printing does well and buying is up too.
Companies like Sephora, Victoria’s Secret, Nordstroms and Barneys of New York are getting more than 1.5 times the response here than anywhere else on social media. In fact, some companies have up to 20 times the people following them on Pinterest than on Facebook.
Tumblr – Watch Out For Another Big Gun In The Social Media Arena.
| Tumblr has become a newer force in the social media world. It is designed to be a mini-blog (short blog) format and allows the user to post in all multimedia formats. The stats: As of March 1, Tumblr hosts over 225.1 million blogs and more than 104.9 billion posts in total. In April 2013 the website received more than 13 billion global page views. As of March 1, over 86.9 million posts were created on the site each day. The service is most popular with the teen and college-aged user segments, with half of Tumblr’s visitor base being under the age of 25.
Tumblr uses a dashboard that allows you to follow those companies and individuals that you connect with (much as others do). It is a live feed rather than one that needs to be updated and posts the newest first and then goes to the older posts (unlike Facebook). This new medium is great to get to the younger crowd. When Salt Lake Comic Con (see below) wanted to get to the younger crowd to promote the new Comic Con, they used Tumblr extensively. I would see perhaps 15 new posts per day on different people coming to the show. It made an impression on many. For other businesses, Tumblr is great for companies targeting that younger crowd. Adidas was the first company to use it’s advertising but now any company can pay to have their blog posted on specific sites. This can be a huge connector for companies. Many popular celebrities have their blogs on Tumblr. This really brings in the crowds as well. As part of their endorsement deal, many companies ask that the celebrities endorse them on their Tumblr blog. Be innovative, and again, as I have said many times, make a plan and stick to it. |