Gini Dietrich

The Pinterest Debate Between Two Friends

By: Gini Dietrich | January 25, 2012 | 
326

This post is running concurrently on Future Comms.

On Facebook just after the first of the year, Paul Sutton posted something about not understanding what the big deal is about Pinterest.

It won’t be a surprise to you that I commented. I said something about how he was off his rocker (except I think I was a bit more nice than that).

So he challenged me to a duel.

I’m not at all competitive (hahahaha!!) so I accepted.

See what you think!

The case against, by Paul Sutton

I make no secret of the fact I’m a sceptic when it comes to new social platforms (I’ve been told I have a ‘healthy cynicism’, although I prefer to think I’m pragmatic).

Like everyone else, I’ve read the hype, I’ve signed up, and I’ve watched them come and go. And, to me, Pinterest falls into the same over-hyped category as Quora, Diaspora, and Path.

There’s no doubt Pinterest is different. As a social bookmarking site it’s far more interesting than the likes of Delicious or Diigo, and its visual nature gives it a point of difference. But, for me at least, that’s about it.

I actually WANT to like it as a marketer, but there’s just nothing compelling about it as a realistic long-term option.

Users say part of the appeal of Pinterest is it’s a ‘quiet’ network; there’s none of the mindless drivel and brand intrusion of Facebook, for example.

At some stage, however, it will have to be monetized, probably through advertising or charging brands for profiles.

What happens to the ‘quiet’ then?

I also have concerns over it’s purpose. It says its mission is to “connect people all over the world based on shared tastes and interests.” So that’ll be just like Facebook and every other social network out there then? Using images may be visually appealing but that doesn’t mean it really has a unique selling proposition.

And this last point is where I think it really falls down for marketers. Just like Gini says, users have told me that Pinterest is addictive. But more often than not, that’s countered by a feeling they’re just repeating what they’re doing on other networks with no real purpose.

I’ve read several ‘how to get more out of Pinterest’ type articles, and that itself rings alarm bells for me. The fact that people need to be told why they’re using it suggests they can, and will, get bored within a month or two once the novelty wears off.

The case for, by Gini Dietrich

I’ve been watching Pinterest with great interest for the past few months. It’s not often a new social network comes along that completely captures your attention. You see, 84 percent of us are visual learners. That means we like to look at pictures and watch videos. We need to see something in order for it to sink into our brains. Because of that, I’ve long been a strong advocate of using video in your marketing programs. And then along came Pinterest.

Just like blogging and Twitter and Facebook and Google+, Pinterest started out as a personal obsession. And then, because I can’t turn off my darn marketing brain, I began to see applications for businesses.  But what really sold me is when Daniel Gordon, from Samuel Gordon Jewelers in Oklahoma City, began sharing his company’s Pin It contest. All you had to do is pin your favorite jewelry from their website and you were entered into a contest to win Honora Pearls.

What they did is take something really personal (photos of jewelry you like), ask you to pin it to your boards (which makes sharing easier), and they were able to create a viral effect, driving people to their site to eventually buy jewelry.

Do I think there are B2B applications for this? No. Not yet. But if you’re a retailer, in fashion, have a restaurant, or sell anything that is visual, Pinterest is something you definitely should be considering for your 2012 marketing plans.

On the personal side, I’ll admit I may need to go to Pinterest rehab. But it feeds so many of my creative juices I may never have to actually think about what I’m going to fix for dinner or buy someone for their birthday. I have all the inspiration I need on my boards! And, if you’re lazy, you can follow me and steal a bunch of my pins with one click of your mouse.

What do you think?

Cast your vote (so I can officially beat Paul) and leave us both a comment.


About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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326 Comments on "The Pinterest Debate Between Two Friends"

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adriandayton
adriandayton
4 years 3 months ago

@ginidietrich my wife love Pinterest. I haven’t found a use for it yet.

ginidietrich
ginidietrich
4 years 3 months ago

@adriandayton I hear that from me a lot. There are plenty of guys on there, but it seems to be geared more toward women

JulieWalraven
JulieWalraven
4 years 3 months ago

@ginidietrich You were one of the people who made me look at Pinterest. I find it very interesting and fun… don’t know about business yet.

LinkYeah
LinkYeah
4 years 3 months ago

@JulieWalraven @ginidietrich 80% of Pinterest users are female – http://t.co/2K8SZ9Jb

ginidietrich
ginidietrich
4 years 3 months ago

@JulieWalraven I think the more you use it, the more opportunity you’ll see. I thought it was just an arts and crafts thing at first.

JulieWalraven
JulieWalraven
4 years 3 months ago

@ginidietrich As with anything ,Gini, I find playing with things creates ideas and ideas turn into potential. Never know if you don’t play.

adriandayton
adriandayton
4 years 3 months ago

@ginidietrich what I do love though is that she finds some amazing recipes on their. Mongolian Beef and Broccoli last night was ridiculous.

ginidietrich
ginidietrich
4 years 3 months ago

@adriandayton I love that, too! Mr. D just goes on my board and says, “Will you make this tonight?”

adriandayton
adriandayton
4 years 3 months ago

@ginidietrich great use of Pinterest! I certainly benefit a lot from it.

LinkYeah
LinkYeah
4 years 3 months ago

Fascinating. Both of you make perfectly valid points about the platform. For most companies, predicting either one way or the other isn’t always viable. Lots of businesses, especially internet ones, will embrace these new social networks with open arms for fear of being too late or missing out.Whether they remain a long-term player will come into it later, but for now, most people should give it a try.Great article

ginidietrich
ginidietrich
4 years 3 months ago

@LinkYeah It definitely is not a tool for every company. But I haven’t changed my mind on it having marketing power for some. Any company that can visually tell their story should be using it. Thanks for stopping by!

LinkYeah
LinkYeah
4 years 3 months ago

@ginidietrich We’ll be looking to experiment in this area (at Brandwatch) soon, so keep your eyes peeled. I certainly think that Pinterest can offer companies new avenues that have not been covered by the prior SM network offerings out there. How people end up using the service may throw up some interesting new ways to approach it

ginidietrich
ginidietrich
4 years 3 months ago

@LinkYeah I shall be watching!

ThePaulSutton
ThePaulSutton
4 years 3 months ago

@LinkYeah Thanks for the comment. I agree that many businesses embrace new tools out of fear. And I’m far from convinced that’s a good thing. They hype that goes along with, admittedly, promising new platforms like Pinterest is amazing, but I feel it can lead to a lot of wasted time and effort. If the novelty hasn’t worn off in a few months, then yes I’ll completely concede the point to @ginidietrich …but not until then… :o)

JeffRice63
JeffRice63
4 years 3 months ago

@ginidietrich At the risk of alienation, I think embracing everything new that comes along is a disease like alcoholism or drug addiction

ginidietrich
ginidietrich
4 years 3 months ago

@stypecoupe I agree with you. But Pinterest is special.

JeffRice63
JeffRice63
4 years 3 months ago

@ginidietrich I’m being snotty, I don’t have a rite 2 that.

ginidietrich
ginidietrich
4 years 3 months ago

@stypecoupe Ha!

bobledrew
bobledrew
4 years 3 months ago
I’m currently experimenting with one way of using Pinterest — I’m putting up the books I review on “For Immediate Release” with affiliate links to Amazon. (looking forward to reviewing your book on there too!) I’m also using it as a place for interesting imagery related to my Stephen King podcast The Kingcast, and for what I call “guitar porn” — beautiful instruments that I lust after. For what it’s worth, what I’m doing on Pinterest doesn’t repeat anything I’m doing on other networks or sites. So while I respect Paul’s skepticism, I have to come down on @ginidietrich ‘s… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

@bobledrew Woo hoo! :) I’m also using it differently than any other social network. Now I’m off to make sure I am following your boards. I can’t recall seeing your guitar porn in my stream.

M_Koehler
M_Koehler
4 years 3 months ago

You know I’m a fan of it. I’m not a marketer and even I see the benefit of Pinterst from a business and marketing standpoint. Such and easy and great way to get the word out about new products, renovations, recipes (for food companies), etc.. For personal use, it’s great for finding new food ideas, for me sharing food ideas (speculoos ice cream anyone), sharing my obsession with vintage Vespas, and same as @bobledrew guitar porn.

ginidietrich
ginidietrich
4 years 3 months ago

@M_Koehler AND you and I can share food porn really easily.

Ameenafalchetto
4 years 3 months ago

I feel that pinterest is an incredibly important tool – we are ALL visual learners – we see before we learn to read. Our attachment to visuals is far higher than our attachment to sounds or words. We can recall images days after seeing it.

Pinterest gives us marketers the opportunity to see what makes people tick. It gives us social media users another dimension. I don’t see it having the same results as Facebook or Twitter though. I love the calm of pinterest, beauty passing before me …

ginidietrich
ginidietrich
4 years 3 months ago

@Ameenafalchetto I love it because I’m seeing an entirely different side of my online friends, which lets me in to their lives just a little bit more.

BestRoofer
BestRoofer
4 years 3 months ago

I’m in the wait and see category. I haven’t even been on the site yet. Good luck to both of you.

ginidietrich
ginidietrich
4 years 3 months ago

@BestRoofer I can see you using it by having a board of “bad roofs” or “how you know your roof is leaking” and show photos of things homeowners should watch for in their homes. You could even go so far as to do boards around home repair and become the go-to company for advice on what to do. Then you can refer business to your friends, as well as gain new business for yourself.

ThePaulSutton
ThePaulSutton
4 years 3 months ago

@ginidietrich@BestRoofer You see, I think ‘wait and see’ makes complete and utter sense. I see far too many people and companies jumping on ‘the latest big thing’ with no idea whatsoever what they’re doing or, more to the point, why they’re doing it. It’s the over-hyping of everything by people like us that causes it!

ThePaulSutton
ThePaulSutton
4 years 3 months ago

@ginidietrich Seriously?!

ginidietrich
ginidietrich
4 years 3 months ago

@ThePaulSutton Seriously! I don’t jump on a lot of things (to your point – Quora, Diaspora, Path – which I still don’t understand), but this one is going to keep growing.

ThePaulSutton
ThePaulSutton
4 years 3 months ago

@ginidietrich For ‘bad roofs’ and ‘how your roof is leaking’? Isn’t that stretching the point just a tad?!

ginidietrich
ginidietrich
4 years 3 months ago
@ThePaulSutton I don’t think so at all! I have a crack in my closet that I had to call a roofer in for. He showed me how to tell it’s just a leak vs. a bad roof. If I had a way to find that online, I would have saved $500 AND I’d be going back to that company for advice on all things roof-related because I now trust them. It’s really not any different than content marketing. We’re just doing it in a visual way. Now, that said, it doesn’t necessarily have to happen on Pinterest. It can happen… Read more »
KenMueller
4 years 3 months ago
@ginidietrich@ThePaulSutton@BestRoofer Well, since Joe is one of my clients, I’ll tell you that he and I discussed Pinterest a bit the other day, and I really think Gini is right. “bad roofs” and things like that might not seem obvious on Pinterest, but for a brand to do stuff like that, it’s unique. And, Joe knows this, but I hope my clients don’t just talk about their narrow business focus. There are all sorts of homeowner issues and things he could put on Pinterest and broaden the focus. See, I see so many business applications for this across the board,… Read more »
KenMueller
4 years 3 months ago

I hate to say this, but I’m with @ginidietrich on this one. I’m now working with a few non-profits and have advised them to use Pinterest because I’m seeing a lot of applications: Books we’re reading, blog posts, “things we’re in need of” (donated items) and the like. So many possibilities. And I have a few businesses who could really do well with it. This is the first platform that’s come along in awhile that I’m seeing might have some real legs. The viral/sharing aspect of it is better than most other platforms.

ginidietrich
ginidietrich
4 years 3 months ago

@KenMueller I really hate it when we agree, but it IS the first one in a LONG while that seems like it has legs. Maybe it will go the way of Quora and have a niche audience. I think it has more mass appeal.

KenMueller
4 years 3 months ago

@ginidietrich This does have more mass appeal, and Quora still seems to be losing people. I don’t see them lasting.

ginidietrich
ginidietrich
4 years 3 months ago

@KenMueller I knew it was something when my sister and my cousin both said, “You HAVE to get on Pinterest.” OK, OK. Fine.

KenMueller
4 years 3 months ago

@ginidietrich Well, I blame you.

belllindsay
belllindsay
4 years 3 months ago
Oh dear. I’m afraid I might get my ass kicked….but here goes. I’m with @paulsutten . I’m not on Pinterest, for a lot of the reasons Paul mentioned above – I too am a healthy cynic, and just don’t have the time for each and every shiny new social network that pops up. The site itself reminds me of Etsy (dare I say “Regretsy” LOL) – the things shared seem very geared to craft’y/bake’y/moms’y/DIY kinda folk. Not that there’s anything wrong with that, and yes I’m generalizing – @ginidietrich doen’t fit that mold, for example – but it’s just not… Read more »
ThePaulSutton
ThePaulSutton
4 years 3 months ago

@belllindsay Thank you! At last a voice of reason! :o) As you say, it’s very niche (from a marketing standpoint as well as a user standpoint) at present, and unless that changes I just can’t see any long-term or wider benefit from a comms perspective. It’s early days, so it may yet develop in a slightly new direction, but at present, nice try but no cigar…

belllindsay
belllindsay
4 years 3 months ago

@ThePaulSutton Weird – I linked @ginidietrich up there but it didn’t show – should say “Gini doesn’t fit that mold” – but yes Paul, I agree that its early days, and I would love to be proven wrong – but right now, as my dear old dad used to say “Close only counts in horseshoes and hand grenades!” :)

ginidietrich
ginidietrich
4 years 3 months ago
@belllindsay I don’t fit that mold, either. And I’ll admit I started out on it just to see what the big deal is. So I have TONS of recipes on there, which is my personal passion, as well as interesting videos I’ve found to keep myself in shape during the winter without having to be on the dreaded trainer. But, the more I use it (which is daily because I’m totally addicted), the more opportunity I find for businesses, like I’ve outlined to @BestRoofer below. You can find your modern design on Google, but you see it once and it’s… Read more »
KenMueller
4 years 3 months ago
@ginidietrich@belllindsay@BestRoofer I’m a skeptic as well, and I now take the wait and see approach, which I did with Pinterest, and I’m still barely using it. But a few things got me hooked on the concept. First, unlike Google + and other newer platforms, Pinterest got populated quickly with non-techies and non-early adopters. It was quickly filled with consumers, not businesses. Real people (with the exception of Gini). That’s a plus. Additionally, whenever I talked to someone about it (mostly women) two words kept coming up: addicted and obsessed. And my feed on Twitter and Facebook was evidence of that.… Read more »
belllindsay
belllindsay
4 years 3 months ago

@KenMueller@ginidietrich@BestRoofer I 100% see what you both are saying here – I’m just not convinced it’s got long term legs yet. As I said above, I think it has niche marketing potential (women except for Gini) and I certainly would be open to be proven wrong. I’m often wrong, in fact. This is just a gut feeling for me, and I’m really enjoying hearing opinions from those who use and love it. FYI Gini, I’m still that person who rips pages/pics out of design magazines! LOL

swagdrop
swagdrop
4 years 3 months ago

@belllindsay my gf is addicted to #pinterest so I’m gonna say yes.

belllindsay
belllindsay
4 years 3 months ago

@swagdrop HA! Smart man…? 😉

dougricesmbiz
4 years 3 months ago

I think there are two separate issues here: 1) whether or not Pinterest has longevity as a social network and 2) whether or not Pinterest has potential for marketers. Quora is still around and has an incredibly thriving community–even if its marketing potential is waning. So, do I think Pinterest will stick around? I have no idea. But, if it does, I think there is obvious marketing potential for visually oriented brands. It’s just intuitive–if people are sharing photos of your products, they’re advertising for you. Guess we’ll see what happens….

ginidietrich
ginidietrich
4 years 3 months ago

@dougricesmbiz “If people are sharing photos of your products, they’re advertising for you.” Exactly.

trackback

[…] Luckily PR whiz Gini Dietrich is a bit more eloquent than I am about the clout of the new social media powerhouse. She argues for it in a friendly debate with PR consultant and blogger Paul Sutton over on her blog, Spin Sucks. […]

rustyspeidel
rustyspeidel
4 years 3 months ago

I was just in a meeting yesterday with a guy who is building a Destination wedding site that will feature and support referrals for all the major wedding vendors in the area. The first question I asked him is whether it would utilize the Pinterest API. He said I was the fourth person to ask him that and that yes, it would.

Sites like his that sell beauty, emotion, destinations, quality, or any aspirational products can benefit from Pinterest integration, especially if women are the target. I cant find any of my male friends on it anywhere!

ginidietrich
ginidietrich
4 years 3 months ago

@rustyspeidel It’s so funny. People keep saying it skews more toward women, but of the Pinterest network, about 60% of them are men.

ginidietrich
ginidietrich
4 years 3 months ago

@JohnFalchetto It definitely feels like it skews more to women

JohnFalchetto
JohnFalchetto
4 years 3 months ago

@ginidietrich Which gives guys an interesting advantage being there

ginidietrich
ginidietrich
4 years 3 months ago

@JohnFalchetto I love that way of thinking!

JohnFalchetto
JohnFalchetto
4 years 3 months ago

@ginidietrich Purple cow all the way :)

CharterHomes
CharterHomes
4 years 3 months ago

@kmueller62 I was just reading that! :) Thanks for the recommendation.

CharterHomes
CharterHomes
4 years 3 months ago
I’ve used Pinterest for a few months personally – for the classic “wedding planning, quotes and cute clothes” angles. I certainly enjoy it for the “female oriented” applications mentioned in other comments.However, I really saw the marketing potential for Pinterest when I dipped my toe in the water for Charter Homes. As a company that differentiates by building great looking homes, the proof is in the photos – and after posting just one photo, the repins and likes poured in like crazy. In just a few hours, it was the number 1 traffic source to our blog. Here’s what this… Read more »
KenMueller
4 years 3 months ago

@CharterHomes So glad you came over here and told this story. As we were talking about it the other week, you really got me thinking, especially when you told me about how it actually drove a lot of traffic to your blog in such a short time, when really all you were doing was experimenting.

ginidietrich
ginidietrich
4 years 3 months ago

@CharterHomes It was the NUMBER ONE driver of traffic?!?! That’s huge! I’m with @KenMueller …thanks for stopping by and sharing your story. But, um, I want to be maid of honor.

CharterHomes
CharterHomes
4 years 3 months ago
It was indeed. Of course, I put one of our most award-winning designs up first, so it was a good one to test with. It’s altered how I use our blog – I’m now including photos of our favorite “dream homes” specifically highlighting certain designs, interior photos with decor, and shots of neighborhoods. These posts are designed to be pinned, but it also points to the fact that sharing photos and ideas people enjoy and want to share too should be the focus of the blog. Great lessons there. @ginidietrich @KenMueller Like I told Ken back when he first claimed… Read more »
KenMueller
4 years 3 months ago

@CharterHomes@ginidietrich Gini…I actually know Kelly in person. You can’t steal my spot!

ginidietrich
ginidietrich
4 years 3 months ago

@KenMueller@CharterHomes Fine. How about a bridesmaid, then? Flower girl?

CharterHomes
CharterHomes
4 years 3 months ago

@ginidietrich@KenMueller Flower girl sounds good to me! :)

ginidietrich
ginidietrich
4 years 3 months ago

@CharterHomes@KenMueller SWEET!!!

CharterHomes
CharterHomes
4 years 3 months ago

@kmueller62 Done. 😉

kmueller62
kmueller62
4 years 3 months ago

@CharterHomes awesome, i was hoping you would tell that story

CarmenKrushas
CarmenKrushas
4 years 3 months ago
ok, so truth be told. will it become a marketing platform? yes. will pinterest create monetization through companies? yes. is it time to come on board and start spending your resources (aka team’s time)? probably not. And for one really good reason… 1.) the platform is REALLY buggy (it’s called getting a lean product out, a common principle in the tech world). this is fine for P2P but when you have dollars associated to your resources then from a B2C standpoint, it may make better sense to hold off until the bugs are clean and you can build and pin… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

@CarmenKrushas Oh I don’t think a lot of time and money should be allotted to it yet, either. I think it’s definitely an experiment right now. Like what @CharterHomes mentions below. But I don’t think it’s even a tactic listed in your marketing plan. Yet.

JayBaer
4 years 3 months ago

@CarmenKrushas True, but if bug-free was a prerequisite, why are we using Twitter, Facebook, and Google +?

KenMueller
4 years 3 months ago
Here’s one other cool thing about Pinterest that could happen, though I haven’t tested this out. I think Pinterest is going to be the new gift registry. Sure, if you’re getting married you can register at Macy’s, Crate and Barrel, Amazon, etc, but on Pinterest you can bring it all together. Take it one step further. I have a birthday coming up. I could go to a book store, Best Buy, etc, and start scanning QR codes and pinning those products to a board of “Cool Stuff that You Really Need to Buy for Ken Because He Rocks”. From a… Read more »
CharterHomes
CharterHomes
4 years 3 months ago

@KenMueller Now THERE is a way to combine my wedding planning and Pinterest in a useful way, Ken. You’re back in consideration for maid of honor. 😉

KenMueller
4 years 3 months ago

@CharterHomes YESS! life is good.

ginidietrich
ginidietrich
4 years 3 months ago

@KenMueller I’ve already done that for birthday gifts. WHICH IS COMING UP!!

Lisa Gerber
4 years 3 months ago

@ginidietrich@KenMueller uh. oh. that might be the one reason I have to get on Pinterest.

ginidietrich
ginidietrich
4 years 3 months ago

@Lisa Gerber It pains me you’re not already on there.

jasonkonopinski
4 years 3 months ago
I’ve been using Pinterest for a few months now, mostly as a means to organize recipes (those who know me recognize that I *love* to cook) and catalog book recommendations. Where I see its business application is through influencer campaigns. I’m working with a restaurant client and they’ve seen massive increases in traffic and pingbacks from single pins connected to their blog, tracing it back to a single local user. So we’ve asked that local to come in and enjoy a private tasting menu. Pinterest puts new emphasis on a person’s ability to be influential within their own circles through… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

@jasonkonopinski LOVE that idea! Now if I could get our local Mexican restaurant to do that. I’d eat and drink for free every day. Heck, if they’d just recognize I’m the Mayor of their locations, I’d eat and drink for free every day.

frugalista
frugalista
4 years 3 months ago

@ginidietrich fantastic post, Gini. I can see how Pinterest can be addictive. I am growing weary of sites that won’t let me sign up w/ email

ginidietrich
ginidietrich
4 years 3 months ago

@frugalista That’s funny because I’m the complete opposite. I don’t wanna give you my email!

frugalista
frugalista
4 years 3 months ago

@ginidietrich hee!! I guess because my email is so spammed out. I’ve given up hope!

frugalista
frugalista
4 years 3 months ago

@ginidietrich I am tired of my social circle being up for or soon to be up for sale. The way FB changed really has made me aware.

frugalista
frugalista
4 years 3 months ago

@ginidietrich it’s sad that it’s come to this. :(

KarenARocks
KarenARocks
4 years 3 months ago

I’m raising my hand to ask a question here. Why does a social network have to have universe appeal? Why can’t it niche and have its own dedicated following? Those using it for marketing should be thrilled as it is targeting a special demographic. As I tell clients, you don’t have to be on every sm site, just pick the ones where you have the audience.

ginidietrich
ginidietrich
4 years 3 months ago

@KarenARocks Totally agree with you, Karen! That’s why I said it definitely doesn’t have B2B appeal. But does it have marketing power for those companies that have something visual to show? I think so.

jasonkonopinski
4 years 3 months ago

@ginidietrich@KarenARocks Excellent points, both. The unfortunate trend is to press any and all emerging social network into some prescriptive approach – and that just doesn’t work. :)

ginidietrich
ginidietrich
4 years 3 months ago

@jasonkonopinski@KarenARocks Exactly. I’ve always been a big proponent of discovering where your customers are before jumping on the bandwagon. As it turns out, Twitter and Facebook STILL don’t work for every business.

KarenARocks
KarenARocks
4 years 3 months ago

@ginidietrich @jasonkonopinski Yes! Everyone has their own interests, why force a square peg in a round hole? Excuse me now, this thirtysomething-visual learner-in search of home decorating ideas needs
to go on Pinterest now to convene with my kind.

jasonkonopinski
4 years 3 months ago
@ginidietrich@KarenARocks I think we still need to define what ‘being on Facebook’ means, at least in some cases. I share skypulsemedia ‘s perspective on Facebook – that it’s less about engagement/shares and more about being able to serve up very targeted display ads via sponsored stores and the like. I once attended a webinar with jasonfalls where he shared a case study of a real estate agent in Phoenix (if memory serves) who was using Facebook entirely as an advertising platform. No fan page, no building community, etc – only a small investment in hyperlocal advertising for listed properties. In… Read more »
HowieSPM
4 years 3 months ago
@jasonkonopinski@ginidietrich@KarenARocks Here is what is interesting and something I blogged about on this very blog. Facebook needs us to buy ad space to survive. They don’t want us marketing and not paying for ad space. I look at it like the scratch off lottery or vegas slots. If they allow enough small wins we forget the massive losses and keep coming back. The recent blog post on @Shonali discussing the biker fashion where they have 17,000 fans and 2500 talking on the page is rare. My friends at Chobani have 400k fans and only 5000 talking. And they keep this… Read more »
KenMueller
4 years 3 months ago
@HowieSPM@jasonkonopinski@ginidietrich@KarenARocks@Shonali The problem that I see with that kind of thinking, is that you are thinking of Facebook in a vacuum. And that’s what businesses do, and it’s wrong. And this is why it is so difficult to calculate very specific ROI. If you are doing it right, it’s all done in a fully integrated way with everything else. Social media is NOT solely marketing. Wrong approach. Social media does not exist on its own. Wrong approach. And the type of engagement you want or see, will vary from product to product and business category to business category. And I… Read more »
jasonkonopinski
4 years 3 months ago

@KenMueller@HowieSPM@ginidietrich@KarenARocks@Shonali I submit that you’re only doing it ‘wrong’ if you’ve not done the work of testing results for your brand and your business category. In the case of the real estate agent I mentioned in my earlier comment, sales were made because of a $400 investment in a hyperlocal campaign. Nothing wrong about that.

Could the same success be duplicated by an agent in Lancaster? Maybe. They just have to do the testing and see for themselves.

KenMueller
4 years 3 months ago

@jasonkonopinski@HowieSPM@ginidietrich@KarenARocks@Shonali Yet they are missing out on so much more since the ads are heavily based on your own social presence. More bang for the buck. It is being duplicated locally and with more success. And I’m pretty sure you can’t create an ad on Facebook unless you have a Fan Page of sorts in the first place, because it would be a violation of the TOS.

jasonkonopinski
4 years 3 months ago

@KenMueller@HowieSPM@ginidietrich@KarenARocks@Shonali Correction: the agent was in Austin, TX – not Phoenix. Read more here: http://books.google.com/books?id=lXs0zLjiYrIC&pg=PT206&lpg=PT206&dq=no+bullshit+social+media+real+estate+example&source=bl&ots=W6iIlYnpVP&sig=nowe0Gnyd051xQDAI0IjOtgaMUI&hl=en&sa=X&ei=eEsgT6P0Fafo0QGP57kG&ved=0CC0Q6AEwAA#v=onepage&q&f=false

Hypertargeting works. Delivering relevant messaging to a very targeting demographic. If you’re measuring the success of the campaign based soley on click-through rate, the ads might seem to be performing poorly, I’ll admit.

KenMueller
4 years 3 months ago

@jasonkonopinski@HowieSPM@ginidietrich@KarenARocks@Shonali Agreed, but in order to place the ads, even if they weren’t using it, they must have had a presence on FB. Otherwise it isn’t possible. And in fact they do have a presence which is done rather poorly. I would posit that if they did a better job, the returns would be much greater.

jasonkonopinski
4 years 3 months ago

@KenMueller@HowieSPM@ginidietrich@KarenARocks@Shonali So long as you have a (personal) Facebook account, you can create an ad.

KenMueller
4 years 3 months ago

@jasonkonopinski@HowieSPM@ginidietrich@KarenARocks@Shonali But they do, and did, have a business page. And the ads can’t be tied to a profile. Must be to an event, page, or place, even if you point them elsewhere.

jasonkonopinski
4 years 3 months ago

@KenMueller@HowieSPM@ginidietrich@KarenARocks@Shonali Ken, you’re confusing two different things here. Sponsored Stories and Sponsored Ads (those that say ‘Ken Mueller likes Event X’) exist in the Facebook ecosystem – and those link to Events, Pages, and Places. Facebook Ads point off-site and are *not* linked.

KenMueller
4 years 3 months ago

@jasonkonopinski@HowieSPM@ginidietrich@KarenARocks@Shonali No, I fully understand the difference. Sponsored stories did not exist at the time of the case study. Just ads, and you did have to have a page, regardless of where it points, and Cantera did have a page at the time.

Shonali
4 years 3 months ago
@KenMueller@jasonkonopinski@HowieSPM@ginidietrich@KarenARocks I took my own sweet time replying and look what happened… I had to hit “load more” THREE times before I got to this convo. Gah! I’m a woman and I’m not obsessed with Pinterest. The posts that I see to FB (so and so pinned this) drive me nuts. However, I’ve seen more men confess to being addicted to it (seriously guys?!), and it is certainly fun to create boards and pins. kanter wrote a really interesting post not too long ago on how nonprofits are using Pinterest, btw – give it a read. Nothing to say for-profits… Read more »
KenMueller
4 years 3 months ago

@Shonali@jasonkonopinski@HowieSPM@ginidietrich@KarenARockskanter The nonprofit aspect is great, and I’ve got two non-profit clients now getting ready to use the platform on a rather large scale.

KenMueller
4 years 3 months ago

@ginidietrich@KarenARocks I’ve been mulling things over…and I THINK there might be some interesting ways to use this on the B2B front. I have a few particular business categories in mind. hmmm.

HowieSPM
4 years 3 months ago
First my usual for @kmueller62 l….but this discussion took place on Facebook, doesn’t that remove all credibility in the discussion. So here is something that will shock Ken and also support you Gini. Facebook open graph, the Google +1’s etc are incremental sharing. Same with Pinterest. Why wouldn’t I set up a visual website with Pinterest enabled content? In a world of customer accumulation that instead of in droves is becoming one at a time. We need all those one’s at a time we can get. Same with FB Likes and Plus Ones. So what if I get 10,000 page… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

@HowieSPM@kmueller62 The thing I like about it is it drives back to something you own. You don’t own your Facebook community. You don’t own your Twitter followers. You don’t own your Google+ page. Pinterest drives people back to something you own.

T60Productions
4 years 3 months ago

Ugg… I just don’t know what to do about Pinterest. Clearly, as a video production company, we have a visual product. The problem is that we sell B2B. On the other hand, we network with all sorts of PR and marketing folks. While we don’t “sell” to them, they are recommending us to their clients.

Our social media strategy is focused on making sure our B2B clients understand we’re storytelling experts, and providing our PR/marketing friends with quality content regarding our side of the industry.

Where do we “pin” Pinterest!? Social… media… overload… HELP!

–Tony Gnau

ginidietrich
ginidietrich
4 years 3 months ago

@T60Productions I hate to be the one to tell you this, but it’s PERFECT for you! It’s storytelling and great content rolled into one site. Think of it as bookmarking that has a social share component. I see a video you produced and I pin it to one of my boards. Someone else is interested in that video and they repin it to one of their boards. And so on. Suddenly your traffic is coming from all ends of the earth and from people three or four degrees outside of your networks.

VickiDay
VickiDay
4 years 3 months ago

Pinterest as you put it is it’s a ‘quiet’ network;” hence it’s popularity plus it’s visual – I can see as a retailer it’s another funnel to get people to see your product and like it plus see how your peers react to the pictures posted – it’s a very soothing and yes addictive hobby

ginidietrich
ginidietrich
4 years 3 months ago

@VickiDay It IS soothing. That’s a great word for it. But I really do think we’re going to have to create Pinterest rehab.

courtney petty
4 years 3 months ago
I absolutely believe that Pinterest has huge marketing power for retailers and businesses with capturing visuals. As an avid “Pinner” I don’t sign on to Pinterest to necessarily connect with others that have the same interests as I do, but I sign on to get ideas, find new products and recipes- which makes Pinterest even more powerful. Loyal pinners are using the site with the mindset to take action. This particular social network has power that other social networks don’t have because customers are already interested- whereas on Facebook, Twitter and Google+ brands need to be more subtle and less… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

@courtney petty Girls rule, boys drool! What’s the stat? Something like 85% of household decisions are made by women. Why does it need to evolve?

courtney petty
4 years 3 months ago
@ginidietrich I’m not sure it does need to evolve- it just may be a turn off for some marketers. I do think there is a little limitation with some businesses getting involved and active on Pinterest because of the majority being women (and by majority, I mean heavy majority… I think I’ve seen one guy pinner so far?). Even if 85% of household decisions are made by women, do I want to waste time exploring interests or products my boyfriend might be interested in? Not really… unless there was a birthday or anniversary coming up. Like everything, it comes down… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

@courtney petty It’s funny – of the pinners who follow me, 60% are men. I don’t know what that says about me, but I think there was a quick study that showed it definitely skews toward women.

andreamv
andreamv
4 years 3 months ago

@ginidietrich I recently bought something based on a photo I liked. Big potential for smaller businesses, artists & photographers

ginidietrich
ginidietrich
4 years 3 months ago

@andreamv Exactly!

Brankica
4 years 3 months ago

I love it but I think it will go down when marketers get into it in masses and start pinning stock photos of people in suits that link to their marketing “make $100.000 a wekk” sites :)

Sean McGinnis
4 years 3 months ago

@Brankica I want to make $100,000 a week! It takes me a whole MONTH to make that much now…. Sheesh.

HowieSPM
4 years 3 months ago

@Sean McGinnis@Brankica well these same links are on Twitter and Facebook. I just can’t picture being at a party and someone says ‘what do you do for a living?’ and replying ‘I send out social media spamm’ or ‘I’m a spammer’. I mean saying you are Papparrazzi is way more of a less sleazy profession.

ginidietrich
ginidietrich
4 years 3 months ago

@HowieSPM I DARE you, next time you’re asked, to say you’re spam for a living.

ginidietrich
ginidietrich
4 years 3 months ago

@Sean McGinnis Puh-lease.

ginidietrich
ginidietrich
4 years 3 months ago

@Brankica How do I make $100,000 a week?!? Wear a suit every day? Give up my shoes?

AskAaronLee
AskAaronLee
4 years 3 months ago

I would agree with @ginidietrich on this. Recently I send an invite to a friend. She now spends more time on pinterest than google+. YES its that addictive.

I’m keeping my eyes on Pinterest.

ginidietrich
ginidietrich
4 years 3 months ago

@AskAaronLee Woo hoo! Thanks for the vote of confidence!

whenpigsflyblog
whenpigsflyblog
4 years 3 months ago

I think it’s going to stick around. I don’t go on it all that often but it does appeal to the girl in us that loved pulling out photos from magazines and creating boards that we would hang in our rooms. It’s not all that different than other bookmarking sites in theory but it is so much more visually appealing. That’s what draws people and keeps them coming back.

ginidietrich
ginidietrich
4 years 3 months ago

@whenpigsflyblog Ha! We totally did hang boards in our rooms! I still do in my closet so I can pull together outfits without much thought. Your blog name is very appealing to me. I’m going to go check it out.

twheeler
twheeler
4 years 3 months ago

I agree with, Gini! I just recently started using Pinterest, and I am already totally obsessed. It definitely helps me quickly find things, i.e. new recipes, gift ideas, etc. I LOVE IT! I am a B2B markerter and can’t really see the usefulness for it there (at least not yet) but agree there is a ton of potential for companies that have a product in the B2C space. I hope it doesn’t die a slow death. It would be a shame!

ginidietrich
ginidietrich
4 years 3 months ago

@twheeler Woo hoo! Another vote for me. :) Shall I reserve a spot in rehab for you?

twheeler
twheeler
4 years 3 months ago

@ginidietrich@twheeler Ha! Ha! For sure. I’m sure that won’t be the only thing I am there for.

JayDolan
4 years 3 months ago

Pinterest certainly has marketing power, but I worry about abuse. What was quickly something found and shared serendipitously can become a barrage of cheap, made in a sweat shop crap for people to buy.

My biggest worry about Pinterest is I don’t see how Pinterest makes money or plans to make money. And that scares me. You can’t support a network on millions of posts and images without sustainable finances.

HowieSPM
4 years 3 months ago

@JayDolan sounds like Walmart should buy them!

JayDolan
4 years 3 months ago

@HowieSPM They would if half the things weren’t “Cute and Easy!” crafts you can make at home.

ginidietrich
ginidietrich
4 years 3 months ago

@JayDolan@HowieSPM I like the DIY furniture, myself. I look at some of that stuff and think, “Really?”

JayDolan
4 years 3 months ago

@ginidietrich@HowieSPM You mean you haven’t built every piece of furniture in your house?

KenMueller
4 years 3 months ago

@JayDolan@ginidietrich@HowieSPM The thing about abuse, is the platform is self policing. It only goes as far as people are willing to share it. I can upload a buttload of crap and if no one shares it, it dies. Like any platform, if you get spammy, you’ll start to see the attrition in your followers

HowieSPM
4 years 3 months ago

@KenMueller@JayDolan@ginidietrich does anything really get shared? Read yes. Shared? Not as much. Or I should say Re-Shared. It is like an upside down pyramid the sharing flow. But I do ReTweet Gini twice a week as per my contract with her.

ginidietrich
ginidietrich
4 years 3 months ago

@HowieSPM And I am grateful.

ginidietrich
ginidietrich
4 years 3 months ago

@JayDolan Twitter hasn’t made money yet and they still can’t figure out how to do it. It doesn’t seem to be a prerequisite in success anymore.

JayDolan
4 years 3 months ago

@ginidietrich Twitter has made money. Do you think all those Promoted Trends, Promoted Accounts, and Promoted Tweets are just to annoy us? They also license out access to the full data stream to search engines and tools like Radian 6.

AskAaronLee
AskAaronLee
4 years 3 months ago

@JayDolan Who knows, they might launch their own e-commerce platform.

KenMueller
4 years 3 months ago

@AskAaronLee@JayDolan@ginidietrich Very few social platforms have a visible means of how to make money up front. Even Facebook didn’t.

AskAaronLee
AskAaronLee
4 years 3 months ago

@KenMueller Yeah! Google didn’t too. Twitter still hadn’t figure it out much :) @JayDolan @ginidietrich

JayDolan
4 years 3 months ago

@AskAaronLee@KenMueller@ginidietrichIn the end though, all three are competing to get the best ads in front of us.

anandp29
4 years 3 months ago

I think just from the evidence of success that small to large businesses have had using Pinterest, it is hard to argue against it. I do agree that it seem to work best for consumer goods based companies…fashion, candy, beauty, etc.

ginidietrich
ginidietrich
4 years 3 months ago

@anandp29 Mmmmmm….candy. I love candy.

wabbitoid
4 years 3 months ago

Skeptical! Maybe someday, but I don’t see a lot of “first mover” advantage at this point for anyone that isn’t selling a whole lotta stuff. In the Great Time Sink view of social media, I think this one can and should wait for most businesses until it becomes a lot more useful. Chasing shiny objects is never a strategy, IMHO.

ginidietrich
ginidietrich
4 years 3 months ago

@wabbitoid I don’t think it’s chasing the shiny object. I went back and looked and the first time I blogged about it was last May when I was hearing inklings about it. I didn’t think it had much use until my sister and my cousin, separately, asked me why i wasn’t on there. It’s has huge mass appeal and it’s beyond the early adopters. That’s why I think it’s going to stick.

KenMueller
4 years 3 months ago

@ginidietrich@wabbitoid I’d go further and say that the mass appeal is not just beyond early adopters, but that the early adopters weren’t web/tech/social media people. That’s what worries me about G+ is that it doesn’t seem to have gotten too much traction beyond the “in” crowd. When a social platform is populated by real people, not marketers, up front, that’s a good sign.

ThePaulSutton
ThePaulSutton
4 years 3 months ago

@orbiteers @ginidietrich hoorah!

Jmodio
Jmodio
4 years 3 months ago
Where Pinterest stands right now, I’m more on Paul’s side of the fence. I don’t see any long term value out of it. Then again, like every other “social network” out there, it will evolve, change and adapt. As is, it’s still pretty basic and simple, also a part of the mass appeal. I agree, we’re very visual driven as humans, and we love pretty pictures and shiny objects. We also live in a consumer & money driven society, and monetization and marketing will come into play at one point or another. How that changes the appeal of the platform,… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

@Jmodio You cannot come back here until you agree with me! I shall ban you!

Jmodio
Jmodio
4 years 3 months ago

@ginidietrich Haha. It’s not like I don’t use it. Here’s my account: http://pinterest.com/jmodio/

Andrea Hypno
4 years 3 months ago
Well, I think you’re both right. For a visual business Pinterest can surely be a good place to share its creations and to have them shared by others, or to get ideas but in other fields, well, I don’t know. I’m toward seeing it as other social media, useful for 20 percent of businesses and pretty much a waste of time for the rest. The Pareto rule is more or less alwyas right. But then I must also admit I’m a kind of caveman as regards social media. And up to now I’m liking Pinterest too, thousands of times more… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

@Andrea Hypno I think that’s why it has sticking power. The social media geeks aren’t using it as much as everyone else. And it’s so pretty!

Andrea Hypno
4 years 3 months ago

@ginidietrich Sure it is. Also I don’t think that the best way to go is always to mix everything up like on FB and I think that if Pinterest comes out as The Visual Social Media is just cool. If I want to see visual stuff I can go there, if not I can go somewhere else. At least on Pinterest there are no game or app requests. 😉

ginidietrich
ginidietrich
4 years 3 months ago

@Andrea Hypno Ha! Exactly!

Jmodio
Jmodio
4 years 3 months ago

@joshduv Yup, I posted a lengthy comment on the post.

ginidietrich
ginidietrich
4 years 3 months ago

@medialogic I was so brain dead last night when I wrote that I had to look it up to make sure “duel” was the right word

ginidietrich
ginidietrich
4 years 3 months ago

@ericamallison (What? That I’m addicted to Pinterest?)

SassyInCarolina
SassyInCarolina
4 years 3 months ago

@ginidietrich have you seen Mod Cloth’s pinterest contest? I think is great example of a way business can use pinterest http://t.co/hbuFHXd2

ginidietrich
ginidietrich
4 years 3 months ago

@SassyInCarolina No! Thank you! I will add it to my list of brands to watch!

ericamallison
ericamallison
4 years 3 months ago

@ginidietrich Um, just a tad. I actually mentioned you in my post today. :)

ginidietrich
ginidietrich
4 years 3 months ago

@shonali Bwahahah! @thepaulsutton dared! And I love him for it!

ThePaulSutton
ThePaulSutton
4 years 3 months ago

@ginidietrich @shonali her bark is worse than her bite. I hope.

amoyal
amoyal
4 years 3 months ago

@ThePaulSutton @ginidietrich @shonali Well done Paul

shonali
shonali
4 years 3 months ago

@thepaulsutton Heh! The thing is, even when she bites, @ginidietrich has such nice teeth, it softens the blow a bit.

ginidietrich
ginidietrich
4 years 3 months ago

@kbkcomm We should have t-shirts made!

kbkcomm
kbkcomm
4 years 3 months ago

@ginidietrich And then Pin them!

ginidietrich
ginidietrich
4 years 3 months ago

@kbkcomm LOL!!!

LinkYeah
LinkYeah
4 years 3 months ago

@ginidietrich @thepaulsutton It’s really taken a life of its own, this article. You should do a follow-up in a month or two

ginidietrich
ginidietrich
4 years 3 months ago

@LinkYeah @thepaulsutton I think we should do a post on how your community agrees with you, no matter what you say. It’s interesting.

ThePaulSutton
ThePaulSutton
4 years 3 months ago

@ginidietrich @LinkYeah @thepaulsutton I’m 100% behind that, Gini. I’ve raised it before but been shot down. It’s fascinating (to me)

ginidietrich
ginidietrich
4 years 3 months ago

@ThePaulSutton It’s fascinating to me, too. I think we have enough votes on each blog to determine something

LinkYeah
LinkYeah
4 years 3 months ago

@ThePaulSutton @ginidietrich Well it’s impossible to disagree with you both when you present BOTH sides of an argument

ThePaulSutton
ThePaulSutton
4 years 3 months ago

@linkyeah This is true. But the thing you need to know about @ginidietrich is…she’s mostly wrong :o)

LinkYeah
LinkYeah
4 years 3 months ago

@ThePaulSutton @ginidietrich Well now I feel like agreeing with you, but I might get stuck in an infitinte feedback loop & explode my head

ginidietrich
ginidietrich
4 years 3 months ago

@LinkYeah I would ignore @ThePaulSutton if I were you

ThePaulSutton
ThePaulSutton
4 years 3 months ago

@ginidietrich I’m now accusing you of OCD: http://t.co/RjnuuCOs Just thought you should know :o)

ellenkstuart
ellenkstuart
4 years 3 months ago

@ginidietrich @thepaulsutton We wrote about Pinterest today on the @Vital_Design blog–we’re with Gini :) Check it out: http://t.co/EtsKBXwF

ginidietrich
ginidietrich
4 years 3 months ago

@ellenkstuart YEAH!!

rachaelseda
4 years 3 months ago

Gini, as you know I to need to go to Pinterest rehab. I am obsessed and what drew me in was the visual and creative outlet it offers. It’s easy and relaxing and yet I feel that it provides a little caffeine and inspiration to my own daily brainstorming of ideas. Pinterest has made me wish I had a product or worked for a business that was visually stimulating. My new dream job: Pinterest-inista and I’m currently accepting offers.

ginidietrich
ginidietrich
4 years 3 months ago

@rachaelseda You’re going to have to fight me for that job!

rachaelseda
rachaelseda
4 years 3 months ago

@shonali It’s fun to against her but I can’t on this one. I’m OBSESSED w/ Pinterest http://t.co/h4aXjiC8 via @ginidietrich

JayBaer
4 years 3 months ago
It’s not about Pinterest. The real story is the move toward photo-driven connectivity and content. Pinterest + Instagram + Hipstamatic + larger thumbnail images in G+ (and now Facebook) + facial recognition software = the rise of photography as a core means of curation and expression. On Pinterest in particular, not enough attention is paid to the fact that all inks in Pinterest are , and thus pass SEO juice. Unlike Flickr (for example), which does not. Companies that have photography or illustrations (or can get them) should be showcasing their best stuff on Pinterest boards, as it’s become another… Read more »
ginidietrich
ginidietrich
4 years 3 months ago

@JayBaer I could not have said that better myself. Thank you.

jasonkonopinski
4 years 3 months ago

@JayBaer Jay, I love this line: “You have to take the best of what your brand has and chum the water where the fish are.” It speaks to the core principle behind all of this: understanding the value of unique ‘pools’ (to extend the fishing metaphor a bit. ;)) and what triggers a feeding response (ok, now I’m stretching) .

From the user side, I’d be interested in seeing stats on PinIt buttons vs. browser extensions in generating new pins.

HowieSPM
4 years 3 months ago

@jasonkonopinski@JayBaer@ginidietrich the one thing Disapora has that I love is their Cubbies app that allows me to mark and curate photos on the net. I guess Pinterest took that into a more social realm. So Jay your view of what we are migrating too is correct,

alanbr82
alanbr82
4 years 3 months ago

@JayBaer One thing I can see is Pinterest overload, I am already tiered of seeing all the post and tweets they have become noise. Makes me wonder if it has legs, like a Facebook, Twitter or YouTube.

jasonkonopinski
4 years 3 months ago
@alanbr82@JayBaer@ginidietrich Overload is something to worry about, for sure. Judiciously applied, I think the social sharing (broadcasting out to Twitter and/or Facebook can be manageable, but I can see how it can easily become noise. If it’s obvious that the bulk of someone’s Tweets are Pinterest shares or Foursquare checkins, I’m 86ing them from my stream. Tactically, good copy introducing the Pin is just as valuable as a good leading headline to prompt a click from me (though *who* is doing the pinning is weighted more heavily in my mind). Links presented w/o some context are ignored. If there’s one… Read more »
paolabrussels
paolabrussels
4 years 3 months ago

@ginidietrich @ThePaulSutton On Pinterest, women share their dreams and desires. Pretty powerful, if you ask me. :-)

ginidietrich
ginidietrich
4 years 3 months ago

@paolabrussels I love it!

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