Saturday 03 December 2016

Friday Five: How Pinterest Transformed the Traditional Corkboard in a Digital Era

Pinterest is a social media site that allows us to categorize, connect and discover. The premise of Pinterest is simple – “Pin what you like.” Just as you would in a traditional setting with a pushpin and a corkboard, Pinterest allows you to “pin” images from all over the web onto virtual corkboards divided into whatever categories you choose. By dragging a “pin-it” button, or “Pinmarklet,” to your computer’s bookmarks bar, you have access to pin most images from the web with the exception of sites and content with privacy restrictions, like Facebook.

Although Pinterest shares many similar functions as other social media sites (e.g., retweeting is similar to repinning, following and commenting on boards is similar to friending and engaging on Facebook, etc.) there are some key differences which can benefit individuals and brands on the young network.

Visual Inspiration – Pinterest is focused on visual images, rather than status updates. For instance, rather than bookmarking a blog link featuring a new recipe or fun DIY project, the image itself becomes the link making it easier to find later and fun to share. In addition, Pinterest automatically cites the original locations from which you found the image. An individual pin can quickly become a light bulb moment for another. Whether it’s food, fashion or dream vacation, Pinterest allows you to showcase unique ideas from all over the web in a way that can appeal to your content-hungry audience.

Organization – Pinterest was designed with simplicity in mind. Nordstrom was one of the first brands that picked up on this process by organizing and streamlining the shopping process. For shoes alone, you can find boards categorized by brand, color and style. When a shopper discovers something they like, it can easily be repinned to his or her personal pin board as a reminder for a later date or to share with others.

Event Planning – From dinner parties to wedding invitations, Pinterest can help provide a creative foundation such as decorations, venues and themes for multiple types of events. Brands can use it in a similar format for event planning or brainstorming. For instance, as a PR agency we spend a great deal of our day brainstorming new ideas for client events. Keeping a pin board of visual representations of some of these future ideas to build off of or come back to will keep the idea top of mind. West Elm opened its doors in California to host a Pinterest meet-up, where users came together to share ideas face to face. Afterward, content from the evening was shared on West Elm’s Facebook and Twitter accounts.

Integrating Brands – Brands such as Whole Foods and Williams-Sonoma are using Pinterest to highlight new products to engage with users in a specific community. By sharing recipe ideas or fun DIY images that fit within a brands mission, they are opening the doors for new conversation and ideas to flourish. Eventually a brand could connect with influential individuals in their community to be “sponsored tastemakers” to increase their influence and visibility.

The Future of Pinterest – While Pinterest has not publicly announced any next steps, an idea that immediately comes to mind is private pin boards for gift ideas as the holidays approach. When you spot that perfect gift, you can easily pin it to the designated board in a secure and private setting. We’ve also been giving some thought to public boards that welcome pins from all users. Consider the opportunity for users to pin ingredients or a destination, this seems like an excellent integration point for brands.

What do you use Pinterest for?

Note: Pinterest is beta available by invite only. If you are interested in an invite, @ reply the author, Diana Kelter on Twitter.

Article source: http://feedproxy.google.com/~r/EdelmanDigital/~3/W-SqHHhQ_oM/