Are You Pinterested in This?

As Mashable reports, Pinterest drives more traffic than Google+, YouTube, and LinkedIn combined. Not only is it capturing amazing stats, but the site is a new form of social media that we haven’t seen before– and it is both smart and pretty.  Instead of links, we have photos/images. Instead of categorizing items in a list, we have virtual boards. And when you view someone’s profile, you see a beautifully organized, image-based representation of that person’s interests. While Chris Brogan argues that Pinterest catches more of the female demographic than the male sector, I am tempted to say that 1) I doubt that will hold true for too long and 2) who cares?! It still works as a social media outlet that helps marketers on all sides. In fact, in addition to the aesthetic pictorial representation on the site, I’m also fascinated by the multifaceted marketing dynamic.

There is the product. When I say ‘product’ I’m referring to the photo that the user loves enough to pin on one of their boards. This can be anything from a blouse you see on J.Crew or a book you want to read/have read to a poster print you have hanging in your office or want to hang in your office. When the user pins this to the board, that person become personally connected to the brand of that product. The brand then benefits from this pinning because any one of the the user’s followers who sees the pin, and says, wow…I really like that blouse, too…and proceeds to click on it gets directed to the J.Crew website. While this is great for the brand/company on the other side of the pin, it also creates more design demand. You’ve got to have a strong design element to your website if you want to be on Pinterest.

Then, there is the brand that gets on Pinterest as a user. When J.Crew gets on Pinterest, what do they pin? While they are not currently on Pinterest as a user (you’ll see their clothes pinned everywhere–no surprise there), what would be smart to pin from a marketer’s perspective? Sure, why not put more of their clothes on the site, but they could also show those products coming from companies they’ve partnered with like New Balance, Timex, Sperry, Ray Ban, etc. Or, how about from an institution/school like the University of Virginia: what do they like? They could pin their paraphernalia, published faculty books, images from events, football games, the surrounding town, restaurants– all of these things bring students to the UVa website. Not many companies/institutes/brands have hopped on Pinterest to create a profile yet, but I think it would be a smart thing to do. Not only do you create a diversified portfolio of the products and personality of the brand itself, but you create a personal following– your fans do not just ‘like’ your company, they follow you and pin your products on their walls. The marketer can even see what specific products are getting the most visual attention.

What do you think about Pinterest?

+1+1+1+1 = What?

I would never say that I’m entirely mathematically inclined, but I would like to think that I have the capacity to conquer addition and subtraction. +1+1+1+1 = Your Online Presence, Your Search Results, hopefully– The Answers you’re looking for.

Google+ has been a popular topic on various LinkedIn group discussions and on Twitter. However, one point that most discussions have overlooked is how Google + will change the way search engines perform and how it will impact your own website/company.

+1 is Better Than a Thumbs Up; It’s a High-Five

In fact, you can hear the clap echoing all over the internet

Similar to Facebook’s “like” button, which features the thumbs up icon, +1 is also a button you will see next to your search results. Google explains, “+1 is a public action. Anyone on the web can potentially see that you’ve +1’d content.” So, yes, when you click the +1, you should know that your name will recommend that link.

As a writer, I’m thrilled.  Google+ is helping to weed out the bad writing. This means that creating remarkable content is even more important than before. Accompanying any content is a decision that could impact the company’s online presence. If the reader likes your content, there is a direct way for that reader to attract his/her friends/colleagues. But this has nothing to do with schmoozing. It’s all about what shows up on the page. If the site/content is poorly done, it’s possible to become lost in the shuffle of other mediocre sites.  Put your effort into creating engaging content that Google+ users will share and +1. I suggest adding the +1 button. From a marketing angle, the more Google+ users can endorse your site, the better. Clearly, the +1 will influence your search results as it fuses social networking with the searching process. According to Google’s +1 FAQ:

“+1’s from friends and contacts can be a useful signal to Google when determining the relevance of your page to a user’s query. This is just one of many signals Google may use to determine a page’s relevance and ranking, and we’re constantly tweaking and improving our algorithm to improve overall search quality. For +1′s, as with any new ranking signal, we’ll be starting carefully and learning how those signals affect search quality.”

This said, the question of search quality will be linked to your friends’ interests. The question becomes what friends do you trust enough to follow their reading habits and recommendations.

+1 me!