Pinning - The Marketing Onslaught Begins

This is another social network unlikely to escape the marketing onslaught for very long. I imagine creative minds are trying to find ways for their brands to jump in as I write.

I'm talking about Pinterest, of course, the addictive image sharing social network in which people pin cool, bizzare, bland, stupid (to my mind anyway - no more shoes please) or instructive images to 'boards' for others to see, comment on, or trash. The demographics so far skew to 25-34 year olds, the majority (80%) women.

There are personal uses that make a lot of sense, as I found when I asked the question on Twitter a few weeks ago. The responses talked about its value as a wedding planning or interior deisgn tool for example. My boards will be devoted, as expected, to quirky or artsy images.

Such leading brands as Whole Foods have boards (followed by close to 11,000 people already) and Lands End (only 526 followers so far) which have lovely stuff to look at and "pin". In a post at Search Engine Watch, blogger Kaila Strong list seven ways companies could use the Pinterest platform to meet and interact with customers:

1. Hold a contest
2. Conduct market research
3. Feature customers
4. Present concepts in a new way
5. Put a face to your brand
6. Promote your image content
7. Sell more products

All good . . .

For those who work in reputation management, current affairs and the social web, we'll likely be scratching our heads for some time yet about how Pinterest can provide value other than in promoting image content (good for building affective loyalty to a company or organization). Suggestions welcome.

Reputation Infographic

As I get ready to start teaching my reputation management class at a local university, I came across this recent infographic from a Swiss online reputation management firm.

A few statistics stand out: 53% of Twitter users tweet recommendations for products and services; 79% of online consumers trust the opinions of people THEY DON'T KNOW.

And one opinion is right on the mark: "Most businesses simply talk at their clients on social media. The successful ones monitor what is being said and respond. This can change people's opinions instantly."

Infographic - Social Media Microcosm

I swear this blog will not become a tout for the agency that employs me as head of its social media practice in Canada. But last week's infographic and this one provide a snapshot of the social media microcosm in 2011. Two things stand out in the latest:

1. A lot of social media and digital work is being done in-house today, rather than being outsourced to public relations agencies or digital/social media boutiques.
2. Perhaps because it is the guardian of reputation, the corporate communications function within organizations tends to spearhead social web animation.

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Non-Profits and Social Media

This cool infographic was posted today by Hill & Knowlton. The most interesting story this tells me is that Doctors Without Borders Canada has the most engaged community on the social web and yet they aren't in the top 'talkative' five. Could what you say be more important than how much you say it?

To Pay or Not to Pay

. . . That's at least one question companies ask as they consider including blogger campaigns in their marketing strategies.

The question is more complex than it looks and involves ethical (a system of moral principles) and moral (what is right and wrong) dilemmas.

(Conflict alert: I work here.) Hill & Knowlton (Hill + Knowlton Strategies in the U.S.) is hosting a panel in Toronto on Thursday that has sufficinet diversity among its panelists to suggest the discussion may be truly a debate. It might even be heated (hands rubbing gleefully):

Alexa Clark @alexaclark: social entrepreneur, author, photographer & social media addict. Founder of CheapEats, Secret Pickle and HoHoTO.

Erica Ehm, @YummyMummyClub CEO of YummyMummyClub.ca - a sexy online magazine that speaks to the woman in every mom.

Matt Hartley @thehartley Editor, FP Tech Desk at National Post. Amateur gamer. Jays fan. Pizza aficionado. Downright cromulent.

Zach Bussey @zachbussey Social media consultant, blogger and web radio personality. I love discussion and debate, have a knack for creating it and I like my media to be social.

Facilitated by Eden Spodek @EdenSpodek Work as a digital strategist. Play at Bargainista.ca, CommunityDivas.com and @PodCampToronto. Passionate about communication and community.