Pinterest

The Social Makeup of Social Media: Income Breakdown

Source: http://blog.compete.com/2012/12/20/the-social-makeup-of-social-media-income-breakdown/

Out of sheer curiosity, we here at Compete used our demographic data to craft a mini-infographic showing the income breakdown across 6 of the top social sites. The US Browser Population is lined beneath each data-set for further comparison and context.

Of these properties, LinkedIn shows the most notable emphasis towards a specific demographic, individuals earning 60k and above. Pinterest shows a slightly higher representation among higher income demographics and Tumblr shows the same slight skew towards less affluent demographics.

Facebook and Google+ show even representation between all demographics, probably a result of how pervasive they are across the social-scape.

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The Social Makeup of Social Media - Income

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Friday, December 28th, 2012 news No Comments

The Four Seasons Has A New Plan To Promote Itself As A Destination For Foodies

Source: http://www.businessinsider.com/the-four-seasons-new-website-taste-2012-12

Taste Four Seasons

Instead of trying to turn all of its 90 restaurants into destination eateries, luxury hotel chain Four Seasons is taking a different approach to promote its dining venues.

The company just launched a new website called Taste, which is basically a Pinterest knockoff that showcases restaurants, chefs, and recipes at the Four Seasons.

In one section called “1 Ingredient, 3 Ways,” Four Season’s chefs will create recipes centered around (what else?) specific ingredients, and visitors can then vote on which version they like best.

There’s also a unique learning component featuring a flavor profile on the ingredient, what region it comes from, its taste, benefits, and the ways it can be prepared.

The company is banking on people discovering Taste not only through the Four Seasons’ website, but through searches such as, “What can I make tonight with apples?” It sees the website as a useful tool, while also connecting visitors with its chefs, restaurants, and ultimately its brand, we learned at a launch event for the website at the Four Seasons New York this week.

In essence, the Four Seasons is building an interactive epicurean community that is also spreading its desired image as an food-oriented hotel, one website click at a time.

SEE ALSO:  The 10 Best All-Inclusive Hotels On The Planet

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Friday, December 7th, 2012 news No Comments

Build Your Virtual Closet on Your iPhone

Source: http://gizmodo.com/5966033/polyvore-build-your-virtual-closet-on-your-iphone

Polyvore: Build Your Virtual Closet on Your iPhoneIt always helps to have a little inspiration for an outfit, and to be able to buy it right away without much effort. Polyvore, are your ears burning?

What does it do?

Lets you create and browse outfits and buy individual pieces right from the app.

Why do we like it?

Because, I for one, love to shop. And I love Polyvore, which has been around for about five years as a website, but just now launched its own fancy iPhone app. Want to shop for a certain trend, color, or style? You can find various collages (think Pinterest boards before Pinterest) made by other members—some of which are designers—and fill your virtual shopping bags with wares from links around the internet’s virtual mall. For example, if you were looking for an ugly Christmas sweater you’ll actually wear after that holiday party, you’re in the right app.

Polyvore

Download this app for:

The Best:

Beautiful picture sets

The Worst:

My wallet hurts in December

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Wednesday, December 5th, 2012 news No Comments

How Grey Goose is Capitalizing on Luxury Using Social

Source: http://blog.compete.com/2012/10/03/how-grey-goose-is-capitalizing-on-luxury-using-social/

Grey Goose Hotel Noir

Image from: Grey Goose Hotel Noir / GreyGoose.com

People love to advertise their experiences. Social media is more or less about the marketing of the self, and so the move of Grey Goose to host its interactive Hotel Noir campaign on social upstarts Pinterest and Instagram makes complete sense.

Luxury is embedded in this brand’s story, and they know it. Just watch the film paired with the campaign; it’s that coy and elusive drama that intrigues you and convinces you that you’re missing something crucial. It’s romantic. It’s private, captivating, and calculating. This aura is designed, and it’s the same aura many people seek to create about themselves through social media. But is it working for Grey Goose?

GreyGoose.com - Unique Visitors vs. Average Stay

It very well may be. The 3rd and 4th highest volumes of incoming traffic to GreyGoose.com are off Facebook and Pinterest respectively. Looking at the unique visitors to the site, we can see a distinct upward trend coupled with a rise in the average stay on the site. More people are spending more time on GreyGoose.com over the past three months. This speaks to engagement, content, and interaction.

The reason this campaign could be working is because Grey Goose knows who they are appealing to. Looking at their online demographics (below), it’s clear their audience is predominantly young, between the ages of 18-34. This generation loves social media, but more importantly knows how to use it and collaborate across platforms. That’s why a campaign that uses Pinterest in tandem with Facebook in tandem with Instagram in tandem with a branded site can work.

GreyGoose.com Age DemographicsEssentially Grey Goose has found a way to captivate its audience and inspire them to advertise for the brand by generating a story that is alluring to online consumers. The campaign asks users to submit photos within the motif (an elegant black and white motif, accents blushed to crimson) through Instagram that can then be displayed on other platforms (like Pinterest and Facebook).

People are promoting themselves in the same instance that they’re promoting Grey Goose. All  Grey Goose had to do was create that crucial air of mysterious luxury, and the need to partake in the exclusivity would propel the rest of the campaign.

This is already the draw to Instagram, where users select only the most delightful aspect of their lives to be photographed, filtered, gussied up and shared. Each photo is part of a meticulously constructed online identity, handpicked and refined so that it more-or-less represents how a person prefers to be represented rather than the actual person themselves.

And that’s fine! It’s already how people behave in most in-person social situations, so why shouldn’t the phenomenon of self-construction exist online? And since it is online, why shouldn’t a brand already exquisite in its classy aura take ahold of it? Good show, Grey Goose, good show.

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Thursday, October 4th, 2012 news No Comments

Uh Oh! Amazon Researchers Say Pinterest Doesn’t Generate A Lot Of Sales (AMZN)

Source: http://www.businessinsider.com/zappos-labs-pinterest-monetize-2012-8

Zappos Pin Pointing

Zappos Labs, the research arm of the Zappos online apparel site, has been experimenting with Pinterest—and the results are not encouraging.

Will Young, director of Zappos Labs, told Bloomberg that Pinterest users are far more likely to share a purchase than Twitter or Facebook users—but that shared items generate far less revenue than Twitter or Facebook.

This is a big problem for Pinterest, because the whole idea of the site is that it’s supposed to be better at monetizing social activity than Twitter or Facebook.

Young told Bloomberg that Zappos customers were 13 times likelier to share an item they bought with friends on Pinterest than on Twitter, and 8 times likelier than on Facebook.

But a post on Twitter generated far more revenue—$33.66 an order—than Facebook, at $2.08 an order, or Pinterest, at 75 cents an order.

That’s great news for Twitter, which will surely tout these figures as it makes a push for retail advertisers.

But it’s kind of bad news for Pinterest, which recently raised $100 million at a $1.5 billion valuation on the premise that its site—which is all about sharing beautiful images of things to buy—should be good at this kind of social commerce.

It’s not great news for Facebook, either, which has ambitions to make commerce a bigger part of the site than it is today.

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A Pi nterest spokesperson whom we alerted to the study promised to look into it. We’ll update if we hear more.

One note: Amazon owns Zappos and Amazon.com is a rival of Rakuten a Japanese e-commerce giant that is also is an investor in Pinterest.

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Tuesday, August 28th, 2012 news No Comments

Survey Claims Only A Tiny Percent Of Ad Agencies Use Pinterest

Source: http://www.businessinsider.com/survey-claims-small-percent-of-ad-agencies-use-pinterest-2012-8

pinterest illegal

According to The Creative Group’s survey of 500 U.S. advertising and marketing execs, only an incredibly small percent of agencies are on Pinterest.

The results find:

  • 7 percent already use it for business
  • 10 percent plan to start using Pinterest in the near-ish future
  • 44 percent have zero interest in using Pinterest for business purposes

According to the survey, a staggering 18 percent of marketers have never even heard of Pinterest. Considering the social media site’s meteoric rise, you’d have to assume their shops are based out of remote, Wi-Fi-free caves.

Consumers, on the other hand, are loving the social media darling, which grew from from approximately 1 million to 20 million users between July 2011 and July 2012

Kantar Media Company’s Compete conducted an online shopper intelligence survey suggesting that one in four consumers spend less time on other social media sites like Facebook and Twitter in favor of Pinterest, and 15 percent claim that they don’t use any social media sites except for Pinterest.

Considering that the sharing site is photo-based, brands have produced some visually compelling work on Pinterest. (Uniqlo found a really cool way to create a scroll animation on the site).

Donna Farrugla, executive director of The Creative Group, explained the small agency turnout as follows: “Pinterest has attracted a huge following quickly, but companies may be waiting to see if its popularity will last and what the potential business uses are in order to determine if a presence there makes sense.”

Agencies, what do you think? Do the stats seem right? Why do or don’t you use Pinterest? Explain in comments or email LStampler@businessinsider.com.

 

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Friday, August 24th, 2012 news No Comments

Google Search Is Still Growing (GOOG)

Source: http://www.businessinsider.com/chart-of-the-day-google-search-is-still-growing-2012-7

We were recently doing some SEO training at Business Insider, when this chart was flashed on the screen. It’s one of those things that is both obvious and surprising.

Google is still growing. Searches continue to rise on a year over year basis. We spend so much time thinking about the growth of social companies like Facebook, Twitter, and Pinterest, it’s easy to forget Google is still getting more and more queries.

chart of the day, average number of searches per day on Google, july 2012

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Tuesday, July 10th, 2012 news No Comments

Rakuten Strategy In Pinterest Coup

Source: https://intelligence.businessinsider.com/welcome

social media traffic referrals

The announcement that Pinterest raised a lot of money at a billion-plus valuation was expected; less expected was the name of the lead investor: Rakuten, the Japanese e-commerce giant. 

This is a brilliant move for everybody involved. Here’s why:

  • Pinterest is building a monetization strategy based on driving ecommerce referrals: if you pin something you or someone else who follows you can buy it, and Pinterest gets a referral fee. From what we’ve been told, however, this still drives minimal revenue as Pinterest gets that referral income from a third party company, and because a lot of Pinterest activity is “aspirational” (you might “pin” a $20,000 wedding dress because it’s fabulous, but you’re not going to buy it). Turning Pinterest into a monetization engine would therefore require product optimizations, such as e.g. allowing brands to build stores inside Pinterest. That being said, Pinterest clearly has a lot of potential. As you can see from the chart above, from Capstone Investments’ Rory Maher, Pinterest already drives as much traffic as Twitter despite being years younger.
  • This is where Rakuten comes in. Rakuten not only has great e-commerce experience, being the biggest e-commerce company in Japan, it has experience at a very specific kind of e-commerce; what’s known as “B2B2C.” Rakuten’s website is like a “shopping mall” where thousands of small businesses set up storefronts that Rakuten manages and drives traffic to. Rakuten is not like Amazon, in that it’s not a store, but it’s also not like eBay, in that it’s not a pure marketplace. It’s something inbetween, that’s known as B2B2C, that allows businesses to sell to consumers via an intermediary. What’s more Rakuten, starved for growth in its home country, has been on an international warpath, buying leading European and American commerce startups for hundreds of millions of dollars and investing heavily in China.

In other words, Rakuten could teach Pinterest how to become this B2B2C powerhouse; how to become a fee-collecting intermediary for social commerce by figuring out how to connect shoppers and businesses and brands. This would be extremely profitable for everyone involved.

RELATED: Here’s Why Facebook Stores Aren’t Working →

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Thursday, May 17th, 2012 news No Comments

Co-Founder Paul Sciarra Says Why He’s Leaving Pinterest

Source: http://www.businessinsider.com/paul-sciarra-sleaving-pinterest-2012-4


Ben Silbermann Evan Sharp Paul Sciarra Pinterest

Late last night, Pinterest co-founder Paul Sciarra wrote a blog post confirming he would be leaving his day-to-day role at Pinterest. He’ll remain an advisor to the company.

His post reads a lot like Naveen Selvadari’s, when he unhappily departed Foursquare a few weeks ago.

“After lots of reflection and plenty of discussion with Ben and others, I’ve decided that now is a good time for me to step down formally from day-to-day involvement,” Sciarra writes. “Of course, I’ll continue to be there for the company:  now, as an advisor, an owner, and — as always — a dedicated pinner.”

Sciarra says he’ll be joining Andreessen Horowitz, the lead investor in Pinterest’s $27 million round last fall, as an entrepreneur in residence.

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Tuesday, April 3rd, 2012 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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