Marketing to Women: Time to Market with Pinterest?

Still afraid to jump into Pinterest marketing?  Valerie Kuznik, a Lipstick Economy Contributor, has found three big take-aways from a great infographic from Maxymiser on Pinterest marketing.  

1. Who is on Pinterest? Your dream consumer! These users are “an active group of people who are willing to tell the world about the things they want, identify with and recommend.” Log on and meet your “online world-of-mouth marketing team” ready and waiting to shout your brand from the rooftops.
2. What about Facebook? In terms of generating referral traffic, Pinterest trumps Twitter but still falls short of Facebook. That being said, it still drives more traffic than the combined efforts of YouTube, LinkedIn, and Google +. Impressive!
3. How can I use Pinterest for my brand? Make sure that the boards you create “help to tell your story.” Who is your brand? What is its personality? What inspires the brains behind your brand? Other must-dos include adding the Pinterest icon to your website, allowing others to repin your content, and pairing every piece of content to which you want to draw traffic with a killer, eye-catching photo. If this means hiring a photographer or graphic designer, it’s worth it! Grab a Pinner’s attention and be prepared to reap the rewards.

Marketing to Women: OMG! Do you have FOMO? Social Media Addiction?

Do you have FOMO (fear of missing out)? Do you check your Facebook and Twitter before your email in the morning?  A study by MyLife.com found that 62 percent of  social media adults 18+ (currently a member of more than one social network) say they regularly check-in to their social networks because they don’t want to miss something (e.g., news or an important event or status update).

JWT Intelligence study finds that men are more susceptible to FOMO than women.

Even though a higher proportion of women are sharing and socializing online, a JWT Intelligence report  shows that men might be more vulnerable to FOMO than women are.

According to the 2012 Connecting and Communicating Online: State of Social Media study, young adults check in with their friends and followers on social networks before they even start their day.  Some 57% wish there was a solution to help them use, monitor and protect their social networking profiles and emails at one time.  This hyper attachment to social media may signal a game changer for communications.

More than a fourth of young adults (27%) send messages from within their social network more than from their primary email account.  This dependence on social media will allow Google to improve ad targeting across its engine, affiliates and partners.  Bing now allows you to connect with Facebook friends and solicit their opinion.

The study also has interesting data on content sharing.  While Facebook is considered the gorilla of social media, it is not the primary site social media users turn to for consuming or sharing content.

•   LinkedIn ranks number one for consuming content by 68% of online adults who are LinkedIn members.

• YouTube (57%) and Twitter (53%) are second place in sites where users tend to primarily view content without sharing.
• Pinterest (48%) and Facebook (46%) are the sites where users are most likely to equally consume and share content.

Faith Popcorn says “Millennials are particularly subject to FOMO, partly because Millennials are the first generation of digital natives. Half of Millennials say they check Facebook as soon as they wake up, and 28 percent say they do so before getting out of bed. Ten percent confess that they text during sex. In many ways, FOMO is the defining element of the Millennial zeitgeist.”

What does FOMO mean for marketers?  Brands cannot be static. There is a new anticipation for what brands will do next.  Just in time marketing will become the new standard.  Experience becomes the currency for brands.

 

Marketing to Women: The Most Important Three Hours

There is a great blog I follow called the Guru of New.  Yes, I just like the name, I like her irreverence. And she seems to be a reformed advertising exec like me. This Sarah Brown, Guru of New, knows some great things about social media.  And here is one:  That Twitter post of yours may have a life of only 2.8 hours after you post it.  A Facebook post may go strong for 3.2 hours, and your YouTube video might keep going for 7.4 hours.  It seems that Bit.ly has measured what it calls the “half-life” of a socially-shared link. By half-life, it means the point in which a link has received half the clicks it will ever get.

Take a look at this chart.  But don’t despair.  There are some things that you can do to keep that amazing tweet, thought, blog post, picture or video alive longer.

Here’s where knowing something about advertising comes in handy.  It seems that if you tweet your news a second time a few hours after the original tweet or Facebook post, you actually pick up as much as 50% of the original traffic generated by the tweet.  So what does this have to do with advertising you might ask?  Well, it’s the old theory of reach and frequency.  Not everyone you know is on Twitter or Facebook constantly.  So repeated messages have the ability to be read by new audiences when they are posted again.

A good friend of mine Michael Gass says that you should look at your most popular posts, rename them and repost them again – if the subject matter is still relevant.  Just don’t wear those posts out, or your friends that follow you.

Another Fact I Stumbled Upon

Here’s a great infographic from SocialMediaToday that shows that the only social media that can keep going, and going, and going is StumbleUpon which has a half-life of 400x Facebook and Twitter.  So make sure you are using StumbleUpon.

Related articles

• Stumble It, A Half Life almost 400X of Facebook? (socialmediatoday.com)