Recently we partnered with Curalate, the only marketing and analytics suite for Pinterest and Instagram, to release a study shedding light on Pinterest engagement for brands, specifically in fashion/retail, automotive, and electronics.
Here's what we found: unlike Twitter and Facebook, where brands drive their content through official accounts and pages, Pinterest is all about users telling the brand story. In fact, 70% of brand engagement on Pinterest is generated by users versus brands. The research also pinpointed the optimal pinning day and time for three industries: fashion/retail (3:00PM, Fridays), automotive (12:00PM, Fridays), and electronics (10PM, Mondays) industries.
Get a more in-depth look, along with an infographic, at the research here.
“Brand as Publisher” is a great concept, especially if you are a B2B marketer. B2B firms are often driven by the company’s thought leadership and the sophisticated services they produce, as such they have great ingredients for publishable content - content that adds value to each customer touch, reinforces the brand's value proposition, and drives qualified leads for the Sales team. But the problem is B2B companies and their marketing teams are not built around a publishing model, so instead of “Brand as Publisher” being an opportunity, it’s a paralyzing challenge.
Enter Digitas’ “Silicon V/Aalley” as part of the 2013 NewFront. The event featured seven partners who introduced new ways to help B2B marketers explode the value of their content and thought leadership without the need to take on the additional burden of becoming “a publisher.” Highlights included:
-The Economist demonstrated how they leverage their researchers and journalists to write both rich and snackable content that is commissioned, shaped and owned by a brand.
- Skyword demonstrated how they can commission a stable of independent writers who have a credible and influential online following that can be commissioned to write content on topics relevant to brand’s audience.
- Newcred demonstrated how they can help brands license the worlds most influential content from both large and small publishers, which in turn be contextualized for the brand audience and used on a brand’s own property.
- Thinglink demonstrated their ability to take a single image and embed multi-media content (slide shows, video, photos, text), and functionality (social posts) – thus expanding the value and function the content offers to audiences.
- Demand Base demonstrated their ability to use personal and firmographic data to target and retarget business audiences with the most relevant brand content, thus enabling brands to follow though on initial engagement s and bring the prospect further through the funnel
- LinkedIn and Google: Introduced new features to their already explosive platforms enabling brands to publish more compelling content that reaches relevant business audiences.
B2B marketers left the room with a burden lifted and innovative, new ways to look at their challenges, and practical ideas to go back their teams with.
Written by Dennis Reilly, SVP, B2B Practice Leader, Digitas
We’re live from the Digitas NewFront! We’ll be recapping sessions all day. Watch it live on DigitasNewFront.com, and follow Digitas on Twitter and Tumblr for updates. Tweet #NewFronts to join the conversation.
Joe Levy (@RealJoeLevy) from Billboard Magazine just interviewed Steve Martin (@SteveMartinToGo) who told us the story of why he joined Twitter. Tom Hanks told him that he can tell his fans about his next film and connect with them. So Steve Martin jumped in but was puzzled by the hashtags and @ mentions and decided to write full, complete thoughts to his audience. He quickly amassed millions of loyal followers who got his jokes (even some who don’t). His audience ultimately became contributors, responding to his open ended jokes and he published a book of his favorite conversations. Collaborative, social story-telling at its best.
This year’s NewFront wrapped up with an incredible live banjo performance by Steve Martin.
Today’s New Front live-blogging was done by Digitas’ Amie Green. For more insights from Amie – Follow her on Twitter @Smit