It's about time Pinterest - what were you waiting for?

Last year when I did a survey of the current state of social media, I noted that Pinterest seemed to be the social network best positioned to become commercially viable, as its format wasn't all that different from a typical catalog.  At the time it was already skewing toward older wealthier females, so that was promising as well.

But, as a user (and a member of that demographic group) the fact that I couldn't buy the items that I was seeing was a huge negative.  What was the point in wasting my time looking, if at the end of the day all I had to show for it was a picture of what I wanted, but no way to get it?  So, I did my searching on Google instead. 

But then I discovered that many of those items were also not available, which really makes me nuts.  So I am very excited about the idea that Pinterest will soon be adding a buy button.  Of course it won't be for everything.  Initial partners will include Macy's, Nordstrom and Neiman Marcus. 

But maybe at some point they will connect to the maker of that dining room table I am swooning over.  One can hope can't they?

Koh, Y. (2015, June 3)  Pinterest to Soon Add a 'Buy' Button Wall Street Journal  pB1

Which social media do you use? Part 2

The last time I blogged about social media, it was to discuss its increasing fragmentation and the new networks that are springing up that appeal to specific niche targets.  

Here’s the blog in case you missed it.

http://pjlehrer.blogspot.com/2012/08/what-social-media-do-you-use-what.html

This time we have new research from the Pew Research Center about demographics for the more established social networks.  

According to their data:

• Facebook skews older than Twitter, Pinterest, Instagram and Tumbler – 35% of users are 65+
• City dwellers are significantly more likely than rural residents to be on Twitter
• Women are five times as likely as men to use Pinterest; and those women are more educated and affluent than average
• Blacks and Hispanics are more likely than whites to use Instagram
• Tumblr appeals most to the younger segment – 18-29 

What do you think?  Are your social media habits consistent with the research?  How about your friends and acquaintances? 

Moses, L. (2013, March 6)  Blacks and Hispanics Are More Likely Than Whites to Use Twitter.  adweek.com.  Retrieved March 6, 2013, from  http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666

Duggan, M. and Brenner, J. (2013, February 14)  The Demographics of Social Media Users – 2012.  Pew Research Center.  Retrieved March 6, 2013, from http://pewinternet.org/~/media//Files/Reports/2013/PIP_SocialMediaUsers.pdf

Can Richard the Cat Convince You to Get Out the Hammer and Nails?

I was in a “Teaching with Technology” Conference at NYU last spring, when a speaker noted that you can tell when your online network is working because people will start posting photos of cats.  His statement got a big laugh, probably because everyone recognized that it was true.

Apparently this lesson was absorbed by Home Depot who has decided to introduce a feline spokescat for the holiday season.  Perhaps they were encouraged by recent positive sales results to take a chance, or they could have been reacting to data which has shown that icons appear to be an effective way for companies to connect with people in the social media space.  Either way it seems to be a bold move. (Vranica, 2012)

You can expect to read Richard’s sarcastic comments about his inept family’s home improvement disasters on Tumbler, and BuzzFeed‘s home page will be Home Depot orange next week.  Tweets can be found @RichardTheCat and content is planned for Facebook, Pinterest, Instagram and Foursquare.  (Zmuda, 2012)

It all sounds like fun, but I’m not sure it will inspire me to tackle those home improvements that I have been putting off.  What about you?

 

Anderson, M. (November 13, 2012)  Home Depot 3Q Results Edge up, Beat Street’s View.  abcnews.go.com.  Retrieved November 16, 2012, from

http://abcnews.go.com/Business/wireStory/home-depot-3q-results-edge-beat-streets-view-17705759

Vranica, S. (March 26, 2012)  Knights, Pirates, Trees Flock to Facebook.  Wall Street Journal p B1.

Zmuda, N. (2012, November 14)  Home Depot Adopts Feline Holiday Mascot.  adage.com.  Retrieved November 16, 2012, from

http://adage.com/article/cmo-strategy/home-depot-adopts-feline-holiday-mascot-richard-cat/238323/

Will launching Cherry Noir vodka using Pinterest and Instagram be successful?

Last week an article ran in mediapost.com discussing the fact that 61% of advertising and marketing execs are not interested in using Pinterest. (Loechner, 2012)  That doesn’t surprise me at all.  Taking risks on new media is scary, particularly when marketers are still struggling to find the formula for success on Facebook.

So kudos to Grey Goose for giving it a shot.  Based on its name -- Cherry Noir --  I would guess that the new brand is targeted to experimental Gen Y’s.  So, the use of Pinterest and Instagram seems appropriate from a media perspective.   

The heart of the campaign is the weekly release of a two-minute imagery heavy “Hotel Noir” video.  Instagram photographers were commissioned to release photos inspired by the video theme, and it appears that the accompanying Pinterest board will also be populated by professionals.  But, users are being encouraged to participate as well.  (Lukovitz, 2012)

That makes this a very trendy launch.  But will it be successful? 

 

Loechner, J. (2012, August 31)  Pinterest Interest.  mediapost.com.  Retrieved September 6, 2012, from

http://www.mediapost.com/publications/article/181596/pinterest-interest.html

Lukovitz, K. (2012, September 6) Grey Goose Employs Instagram, Pinterest For Launch.  mediapost.com.  Retrieved September 6, 2012, from

http://www.mediapost.com/publications/article/182483/grey-goose-employs-instagram-pinterest-for-launch.html

What social media do you use? What gender and age are you?

As social media matures, it is expanding and fragmenting, following in the footsteps of television.  And each network is now becoming more distinct in terms of the audience that it attracts.  So depending upon who you are trying to reach, a variety of new options are available.

According to a recent study by Pingdom, males like tech-oriented sites like Slashdot, Hacker News and Stack Overflow, while females like Pinterest, Goodreads and Blogger.   Marketers who want to reach 25-34 year-olds should consider Hi5, while those seeking 35-44 year-olds might want to check out Quora.

And, while the estimated age of the average social media user is under 37, LinkedIn’s average user is 44 and Facebook’s is 50! (Sullivan, 2012)

That surprises me.  How about you?

Sullivan, L. (2012, August 27).  Social Media Users’ Age, Gender Impact Site Choices.  mediapost.com.  Retrieved August 23 , from http://www.mediapost.com/publications/article/181368/social-media-users-age-gender-impact-site-choice.html