Tag Archives: Pinterest users

Introducing Pinterest Place Pins

Now here’s something an advertiser can love: new Pinterest Place Pins. Digital Market Asia explains exactly what they are:

Pinterest has introduced a whole new initiative: Place Pins. With about 1.5 million places being pinned every day, Place Pins were designed to combine images with an online interactive map. This is powered with Foursquare’s location API, along with Mapbox’s map technology, to aid users to explore and plan travel trips which can then be shared with friends.

More advertising avenues, with a few things to remember
Although Pinterest currently doesn’t offer ads on the site outside of Promoted Pins, Place Pins have ad potential as Pin locations include information such as addresses and phone numbers. This can be especially useful for travel and tourism businesses to, for example, help visitors discover things to do in an area. There is however a list of things that brands need to know.

Available on iOS and Android: Not only can Pinterest users find inspiration and plan trips online, they can keep track of places they would like to visit while they are on the go, through the Pinterest app.

Any Pin can be a Place Pin: Any existing pin on a board can be updated to include geographical data by selecting ‘Add Map’ in the Edit section of a board.

Any location can be Pinned: Even if a location isn’t on the map, pinners can add locations of their own.

Make a site Place Pin-friendly: Pinterest have partnered up with various businesses such as Foursquare and Hotels.com that will automatically include location info on their Pins. This and Pin It buttons on site images make it easy for pinners to save places they want to go to.

Create a place board: Make sure the place boards reflect and are relevant to the brand. The actual creation of a place board is simple enough: select ‘Add a map’ when creating a new board or edit an existing board’s settings. After this, you can map all your new and existing Pins to the board. For some inspiration check out Visit Britain’s UNESCO World Heritage Sites in the UK.

In this example, the Visit Britain UNESCO World Heritage Sites page on Pinterest displays a map with clickable pins.

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Clicking on any of the pins reveals a pop-up with more details about that particular destination and a button to learn more.

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In this example, clicking on the Learn More button takes users through to the Foursquare site for more information.

The opportunities for travel and tourism advertisers are fairly obvious (and this Pinterest enhancement is especially designed for travel planning), but what about other marketers?

  • Any business that has more than one location could benefit from this facility
  • Alternatively, Pinterest Place Pins lend themselves to promotional usage, for example if you want to organise a treasure hunt or a car rally or any other location-based event
  • you could link yourself to other businesses in your region that offer complementary products or services

The possible marketing uses are really only limited by your imagination.

Pinterest: Design and Demographics

If your product looks good, showcase it on Pinterest.

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This latest social media phenomenon — attracting the usual hype such as “fastest growing social network”, yada yada yada — is turning into a glorious scrapbook of the best-looking images on the web.

As a result, marketers such as Volvo are using the site to highlight design credentials:

When most consumers think Volvo, they think safety. But Volvo Cars of North America also wants them to think design and aesthetics. Consequently, the automaker has revved up its social marketing, inviting Pinterest users to plan and share their ideal “joyride” by re-pinning their favorite images of the Volvo S60 T5, along with comments on where they’d like to go on a road trip, where they’d stop along the way, what they’d wear during their trip, and what music would enliven their travels.

“We’re rebranding ourselves in a new light through design,” says Volvo’s Social Media Manager Joe Barbagallo, adding that Pinterest‘s customer interaction, ability to share ideas through images, design-focused audience, and speedy online growth made the site an ideal place to host its Volvo Joyride Contest. Volvo kicked off the contest with 155 Pinterest followers and accumulated approximately 500 in less than a week.

Pinterest

“Pinterest being focused around photos and being driven by consumers is really what attracted us to establish a presence on Pinterest,” Barbagallo says. “[The Pinterest user is] somebody who is extremely creative. I would also say extremely organized, [and] I think they do have singular focus. It’s very design-oriented, and those are some of the attributes that we’re going after as an automotive brand.” The automaker created a promotional video for the Joyride contest, starring lifestyle and design blogger Victoria Smith, to emphasize the company’s design-oriented direction.

If your product looks good enough (and appeals mostly to females — see the infographic), check out Pinterest for yourself.

Pinterest

Pinterest: Women Browse, Men Buy?

Intriguing piece of Pinterest research from Compete (channeled via eWay):

"One thing [marketers] looking to incorporate Pinterest into their online marketing strategies should be aware of is that more men than women end up purchasing something after visiting Pinterest. A new survey from Compete found 80 percent of Pinterest users are women, but just 17 percent of female shoppers purchase after visiting the site, compared to 37 percent of male shoppers."

Other interesting data from the Compete study:

Check out more Compete data about Pinterest here.