Pinterest promotion efficiency Ultra-Facebook won the favor of enterprises

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Lead: Foreign media wrote today, Pinterest with unique "nail map" mode in the competitive social media market to stand out, not only won the user's favor, but also won the attention of retailers, many retail companies want to take full advantage of this emerging platform to enhance their popularity and sales.

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Users favor

After Minneapolis a day of poor propagandist, Becca Bijoci (Becca Bijoch) often indulged in shopping therapy. But she often went straight to the mall because she didn't pay much attention to online shopping.

But when the 26-Year-old used Pinterest, it changed last year. In this image sharing site, users can "nail" their favorite pictures on the Web bulletin board, you can also pay attention to others. Since then, Bijoci says, she has found that everything is bought on Pinterest. For example, the kitchenware bought from the crateandbarrel.com, the clothes bought from the asos.com.

"I may spend more money now," said Jochi. But she did not regret: "I told everyone that Pinterest changed my life." ”

These users are what retailers crave, but sometimes it's hard for them to grasp the hearts of these users, because Pinterest has so far no ads, only rely on "nail map" to achieve viral transmission. While many retailers have learned how to interact with users on Facebook and Twitter, they have been slow to figure out how Pinterest interact and how to make money.

Corporate concerns

To make the most of the platform, many retailers have installed the Pinterest button on their website, created the Pinterest homepage, and allocated some budget to attract fans. While Pinterest says there is no tracking of internal data, many companies that have grown on the platform have helped retailers explore income-generating prospects on the site.

"It's a huge window shopping platform." It helps people find what they really like. Does it encourage impulsive consumption? There must be. Helloinsights CEO Kella Brenheim (Kyla Brennan) says his company can help customers analyze Pinterest usage data.

E-commerce experts believe that Pinterst's average per-user income is higher than that of other social networks, even Facebook, which has 1 billion of the user's industry hegemony, although the latter's total purchases are far ahead.

E-commerce consultancy RichRelevance A study of 700 million shopping sessions and found that Pinterest's buyers spent an average of 170 dollars per session, Facebook for 95 dollars and Twitter for 70 dollars.

There are already a number of big retail brands emerging on the Pinterest, for example, L.L Bean has more than 5 million fans, Nordstrom fans over 4 million, and Lululemon Athletica is close to 2 million. Large retail companies such as Gap and hints outfitters have slightly fewer fans, but they are also growing.

The 3-year Pinterest has just completed a round of $200 million trillion in funding, valued at $2.5 billion trillion.

Promotion cost

Most of the company's Pinterest activities are assigned to the social media team, but the site is different from the promotional activities on Facebook and Twitter, as Pinterest's pegs are arranged according to interest rather than chronological order. Nordstrom's Facebook page, for example, posted a few specials or hot product pictures every day, while the Pinterest homepage was always occupied by lifestyle pictures.

Daniel Maloney, Pinleague CEO of Social Media Consulting, said that because there was no direct advertising and Pinterest was still growing, the company had less marketing costs on the site than other sites.

"The cost of attracting a fan at Pinterest is 1 to 50 cents, depending on the type of business," he said. And Facebook is about 50 cents to 2.5 dollars. "he said.

One of the preferred ways to get in touch with fans seems to be an effort to expand any activity outside the sales product. For example, L.L. Bean's hottest spike is a forest biological atlas, and the hottest picture is a cat dressed like a bat.

"While we will be counting the flow of traffic from Pinterest to llbean.com and llbeansignature.com, it is not intended to be marketed as a sales channel," he said. "L.L. Bean Senior PR Representative Lauri Brooks (Laurie broks) said. She added that internal data showed that Pinterest users stayed longer than other services, although overall traffic was lower than Facebook but still growing.

Hold a contest

Like many retailers, L.L Bean did not offer discounts through Pinterest, but sponsored some competitions. Nordstrom also, the company held a wedding-themed competition this January.

"Our fans share and store fascinating pictures and merchandise," he said. Our nails are not focused on promotions. Blaine Garipio Bryan Galipeau, Nordstrom Media director, said, "We think we should look at Pinterest in a broader way, because that's what our users think of it." ”

Fashion retailer Gilt.com's "Pin to Win" competition offers a 2500 dollar shopping spree that attracts female users to share wedding pictures. If there is a user sharing picture of children's wear 50 times reprint, you can get 77% discount margin.

Similarly, fashion retailer Karmaloop.com has also rewarded a Paris tour for the best users of the nail chart. AMC Theaters provide Pinterest users with souvenirs such as movie posters, and Wal-Mart stimulates people's awareness of environmental protection by way of competition.

Even if you can win some rewards through Pinterest shopping, consumers still need to control the impulse to buy. Since most of the pictures shared on Pinterest are coveted by people, people from the site may spend more on shopping sites than other social networking sites.