Pinterest's success depends on Operation beautiful say, Mushroom Street What do you think?

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Pinterest, the "originator of the waterfall", has now become the third largest source of traffic on the Internet, and its CEO, Ben Silbermann, shared his story on the startup parochial held in Y Combinator. Pinterest's success, he says, relies largely on marketing, especially grassroots marketing, not technology.

Pinterest online 3 months later, a total of 3,000 users, but most of them are active users. Like Silberman, they are very fond of Pinterest. Instead of constantly tweaking and improving the product, Silberman thinks it's better to look for people who like the site as much as they do.

Pinterest some local fashion boutiques to organise rallies and take some interesting pictures for participants, and invited bloggers to participate in activities like "Pin It Forward" to attract more users through their communications.

In the beginning, many investors were unwilling to Pinterest investment, one reason may be because their founding Silberman is not a technical origin. Some investors also made a number of technical suggestions to improve the Pinterest web site. But a few years ago, compared to Pinterest this emphasis on visual effects and not much timeliness of the site style, VC seems to prefer those text-oriented real-time website.

Silbermann said he had also considered hiring some good graduates to develop better algorithms to enable Pinterest to grow faster. But in the end, he found that Pinterest needed better channels of communication.

Beautiful say, Mushroom street, play different

Back home, social shopping has become a trend. Beautiful said, Mushroom street, such as a class of Pinterest website to do a good job. Are their successes as well as Pinterest from good marketing?

Although all are imitation Pinterest, Beautiful said and Mushroom Street is focused on different directions:

1. From KPI:

Beauty said: For the beautiful said employees, the fashion of people's excavation, operation, maintenance is the most important KPI. That is, through the excavation of 5% core opinion leaders, lead them to create a large number of high-quality, aesthetic original content, to attract users;

Mushroom Street: Mushroom Street The most important assessment index is the conversion rate, one is the number of people in each of the 100 found the corresponding goods, and the second is the number of 100 people have reached a deal.

2. User relations and maintenance:

Beautiful said: Pay attention to collect and like, and through constantly implanted in all kinds of fashion activities, enhance their own fashion sense, but also attaches great importance to the community and the user to bring the brand recommendation strength;

Mushroom Street: Committed to stimulating the purchase, through data mining, to identify the user's preferences, this is the basis for product recommendations.

3. User group Expansion mode:

Both have chosen micro-blogging, and are micro-bo marketing master.

Beautiful said: Through a variety of rich micro-blogging activities and high-quality micro-blog content quickly gained millions of fans;

Mushroom Street: Through the company's technical team support, on the micro-blog to link many third-party small test, the test is completed when users are recommended to focus on Mushroom Street Weibo.

Simply put, Mushroom Street at present the focus may still be optimized site algorithm, beautiful said the main emotional marketing card.

There are many paths to success, but the most important thing is to choose a path that is right for you. Whether it is mainly based on marketing or technology, with the direction of their own development to bring you to success.

Via AllthingsD