Tag Archives: process

Warby Parker Pinterest follower numbers show how new Pinterest is

Pinterest for Businesses and Brands

This is the fifth post in a six part series on Pinterest.

What businesses should use Pinterest?

In order to determine if you business is a good fit for Pinterest, it is best to understand why Pinterest is so popular, and then try it out for yourself once you understand the basics.

Most businesses should be able to find a use for this network, but certain industries are a perfect fit for Pinterest based on the visual nature of their offering and what is already popular on the network. These industries include:

  • Art
  • Photography
  • Restaurants (anything related to food)
  • Weddings
  • Vacation Destinations
  • Tourism
  • Clothing
  • Home Decor

This list is far from comprehesive. After a few days on Pinterest you will likely see other popular pins as well as better evaluate if there is a way to incorporate your business into what is being pinned.

Business benefits of using Pinterest

 

But how will social media result in profit…

This is a common question in social media, and thankfully as more case studies are published, we are actually getting more definitive proof that social media can clearly increase profits with less expensive and more effective branding, advertising, customer service and by using social media for other business operations. That said, traditional social media networks (we have reached the point where Facebook and Twitter are traditional) are not known for leading to direct sales, especially in the case of first exposure to a product. I have made purchases after seeing just one tweet, but generally, like most consumers, I need to see references to a product multiple times, and then only when I have a significant need, do I make a purchase. Pinterest can accelerate that process.

Path to purchase

For retailers, the path to purchase from a social networks is no more direct than on Pinterest. “See it, like it, buy it” happens frequently (I once again cite the in-depth case study of my wife ūüėČ ). Even in cases where the path to purchase is not as direct, rarely do you have social network were linking to a for-sale items is done so frequently, you have clear social proof of the desire for the item, you see a picture of it, and where you are only one or two clicks away from being on an e-commerce site.

Perhaps the best gift idea solution ever.

Empathy is a big part of giving gifts. Some of us can put ourselves in the place of the recipient, and come up with something that they would uniquely like to receive. If you are giving a gift to a Pinterest user, you should never again be at a loss for gift ideas. I predict that in 2012, the use of Pinterest to come up with gift ideas will become a massive phenomenon, and this will naturally lead to Pinterest being THE social network that really drives consumer sales.

Drives significant traffic

In the sixth part of this series, I am going to provide further links and resources for exploring Pinterest, but I want to share a few now that stand out.

  • Pinterest is now driving more traffic to the Real Simple web site than Facebook .¬†(Link)
  • Warbly Parker, the hip but inexpensive eye glass retailer, reports that 11% of their social traffic is coming from Pinterest. 18% from Twitter.¬†(Link)
  • Like many early bloggers, Kate Bryan ran a blog that was based around her interests, but it never generated many readers. ¬†She blogged about her professions of hair styling and¬†jewelry¬†making, and also her craft projects. Hair styles are extremely popular pins on Pinterest. Kate started pinning her own work ¬†and rapidly started getting traffic. In five months she achieve over 14,000 new subscribers to her site as well as getting over one million page views from Pinterest. (Link)

These stories are obviously atypical (especially the last one), but they do point to the amazing upside that exists with Pinterest to drive traffic when original content aligns with viewer interest.

Natural audience segmentation

An honest assessment of my own personal network and @free readers who have signed up with Pinterest, shows that women dominate this network. @free followers on Pinterest are 95% women (compared to 58% on Twitter). And while age is difficult to determine, at least 80% of readers look to be under 30. If that age range is your demographic and what you offer has a visual appeal, you need to at least try Pinterest. As a 30ish male, I think Pinterest has long term potential in almost every demographic (most of us have some desire to collect things and ideas), but right now, this age range and gender is dominating.

Aspirational audience research

@free doesn’t follow back everyone who follows us on Twitter. It would be truly monumental task, but I made the decision to try to follow back @free readers who follow us on Pinterest. While reading thousands of tweets an hour would be difficult, quickly looking through pictures is much easier and also points to the aspirations of what part of the @free audience is interested in and what their goals are. If Twitter is what you are interested in or doing right now, Pinterest is a view into what you want to do with your life. Goals, dreams & fascinations are all on display here. As I shared at a recent Lawrence Social Media Club meeting, I have actually learned a couple things about my wife’s interests that I never would have known without Pinterest (and that is after being together for five years).

How should you use Pinterest for your business?

 

Compelling Images

At a minimum, businesses of all types should put an emphasis of having at least one visually compelling image on any piece of content they produce. This allows you and others to pin the image with a link to your content.

Adapt to the medium

@free is about providing the best of what is free, but it is also about curation in general. In the case of Pinterest, I started by pinning the best permanently free offers. I was working up a list in Trello to create a page on the @free web page to list permanently free offers, but I thought it would also be helpful to put this informaiton on Pinterest. While I will continue adding these free offers over time, I quickly became aware that it wouldn’t be enough content to keep @free active on Pinterest. Because of that, I experimented by re-pinning other useful, fun and interesting pins our readers shared. While the free offers do get repinned, I have found that the highly curated content (we post around 1 pin for every 100 we see)¬†that doesn’t revolve around free gets the most repins and likes. There is certainly the danger of confusing your branding by doing this, but at the same time, you have to adapt to the networks and what makes it so powerful. AMD is active on Pinterest, but not surprisingly is it is difficult for them to compete with normal pin topics that are going to be much more popular and of interest in comparison to pictures of new computer chips.

Experiment

What resonates with your followers can be unexpected. Once you exstablish a tone for your account, consider experimenting with a few types of pin ideas to see what resonates. With @free, a DIY cinder block bench was our most repinned pin, and I didn’t expect to get more than a few re-pins.

Make it a process

Consistentcy is a key component of any social media plan. Whether you are one person running a small business or have a larger organization, you need to make sure new services  allign with your goals and fit into your work flow. This could be as simple as planning to use Pinterest a certain number of times a week or committing some of your free time to pin. In terms of staffing, Pinterest is one of the more enjoyable social networks, so you are likely to find a few people in your organization willing to pitch into the effort.

First mover advantage

Despite millions of users on Pinterest, very few brands and businesses have signed up, and of those, very few are active. Remember when I mentioned the traffic Warby Parker was getting from Pinterest? You might have thought they had a massive number of followers. As you can see to the right, as I write this, they only have 211 followers. The newness of businesses on Pinterest presents a unique circumstance were your business can be one of the first to actively use this already established social network.

If you are a business using Pinterest, feel free to post a link to your page in comments. I would also appreciate it if you also put at least a line or two about your experience so far.

Steps

Two tips for working on difficult projects.

A couple weeks ago I had one of those Saturdays were I really felt like working on some projects, but I kept running up against road blocks.

I wanted to create an email list for this website, but I was finding Mail Chimp difficult to use. I was attempting to create a template for future emails, but despite my efforts I kept running into barriers. I need a header image, but I didn’t even have a header image for this website. And there were a dozen fields I need to customize for Mail Chimp before I even had a usable template.

Two years ago, I would have just given up. An email newsletter is not essential to this site. I could keep blogging without ever having one. I have an RSS feed and most of my traffic comes from social media anyway.

But that Saturday, I used two tricks to keep me going.

Breaking up work

I didn’t sit in front of the computer for more than an hour at a time. I would take at least a 15 minute break to do something else. The activities weren’t particularly exciting, but at different times I took the dogs for a walk, helped my wife with laundry and called my Dad to visit.

You likely already know this, but I have found that after 60-90 minutes of intense work, a person’s level of focus and productivity goes way down. So instead of just pushing through I took breaks.

Each time I came back to the computer I felt more energy and at times I had a different perspective on how to best accomplish a task.

It not just about today.

Another obvious statement, but I have come to realize that if I put all the benefit of work on just getting the project completed, it can be overwhelming. Instead I kept reminding myself, “the work you are putting in now on Mail Chimp will likely help you get a newsletter setup for this site, BUT you are also learning so much from the process.”

The process placed road blocks like needing a theme or logo for this site, so in the process I created one. The process of learning how Mail Chimp worked proved to be more difficult then I expected, but I realized what I was leanring could be valuable in the future. I could use this knowledge for other projects, helping with a Social Media Club of Lawrence list, helping a client, or even just helping a friend. I wasn’t working just for the end goal of getting the newsletter setup, but rather I was appreciating that I was learning along the way.

The next time you feel the desire to just give up on a difficult task, consider these two ideas. No guarantees of project completion, but I hope you end up getting something out of the process.

By the way, the email newsletter did get completed. If you want to get updated about new blog posts or when I share exclusive newslettter content, you can sign-up here.

 

Evernote for blog organization and composition

Why I like Evernote

I have been using Evernote for close to two years and regret that I haven’t written a blog post about it sooner. At its most basic, Evernote lets you type notes into their application and access and edit them on any Internet connected device. This simple premise can be expanded to the level of complexity you desire using their organization system of Notebooks (essentially folders) and tags. You can also add images, audio and attach documents.

Reasons to like Evernote

Simple:

  • No save button. Everything is saved automatically, and if you make a mistake, then you can restore a previous version.
  • Add a new note, compose and edit on any Internet connected device.
  • Small foot print. I have never had a device crash using Evernote. It is simple and doesn’t take many resources.

Powerful:

  • Transfers your thoughts to text
  • No pressure
  • Build thoughts up over time
  • Access information anywhere
  • It is heavy on creation vs consumption
  • Ability to search
  • Flexible
  • Integrates with other¬†relevant¬†online services

Add a new note, compose and edit on any device.

I use three primary devices to access the Internet: my desktop, notebook and Android phone. I can start writing in Evernote in the living room, continue working on the same note in the office, and then even add a couple thoughts on my phone while waiting to get my hair cut. Not having to thinking about synching my notes at any time, is a huge benefit. The best tools tend to be reliable, not take too much thought and provide value; Evernote fits all of those.

It is heavy on creation vs consumption.

While you can certainly save other people’s writing to Evernote, I find the majority of my use falls under creation. Whether it is documenting my own thoughts or composing for a web site or blog, I generally find myself creating without distraction in Evernote.

Capture your thoughts and then review them.

One great thing about journaling is being able to look back and see what you were thinking in the past. I did a personal journal from 1999-2003, and I still enjoy reading what I was thinking at that time. I don’t have an official journal anymore, but I do consistently write my thoughts in Evernote. Being able to accurately see what you were thinking about a topic at any given time is a big advantage. My mind often tends to think that however I am thinking now was always the case. A review of my notes, quickly shows that isn’t always the case.

No pressure

When I write in Evernote I am generally writing just for me. At times I am specifically writing with an audience in mind, but the ideas that I put in Evernote are mainly for me, and this takes away a number of writing barriers. Have you ever set down at a blank screen wanting to write up a blog post or organize your thoughts on some idea, and were then overwhelmed with all the steps it would take to get the point of actually publishing? Hopefully for you, you can just start writing and everything flows really well. That isn’t the case for me. The pressure of a blank page can be difficult, but with Evernote I don’t feel any pressure. My history has taught me that I should write down whatever I am thinking at the time, and even if I don’t use this piece of writing right away, I have something to use in the future.

Organization for the disorganized

I am pretty messy. I don’t have a place for everything. My use of Evernote is often the same. I take random notes and don’t always add tags or put them in a certain notebook. Evernote helps me still get value from this disorganized style by having a good search function. When I am ready to put my thoughts together or act on a key piece of information, I can search for keywords on the topic and find my thoughts.

My other routine is taking an hour every month to go through my existing notes and organize them. I start with the most recent notes in my general folder and then drag and drop them in appropriate notebooks or add tags. I currently am adding about 80 notes a month to Evernote, and I can easily organize those in under an hour.

Another way Evernote has helped with my composition process is doing a small amount of editing each time I look at a note. I will read through what I wrote before and look for things to add to already written ideas, but also edit for readability on anything I have already written. This makes the process of article or idea creation systematized and routine.

You have to start somewhere.

Most complex ideas don’t get implemented in one day. I don’t generally wake up one morning and decide today is the day and knock out a whole project. If nothing else, Evernote is a great way to slowly transfer some of your ideas from your mind into text. It can start as a one line idea, that then becomes a paragraph and then maybe an executable plan or blog post; Evernote really makes it easy to get your thoughts down, organize them and then build on them.

Easy to start

Evernote doesn’t ask much of you. You can download their software for almost any device or just access it in a browser.

I know a number of people are now using Evernote. If you use it, I would love to hear your process and/or any tips you would like to share. In the next couple weeks I am going to write about some use cases, and it would be great to include yours.