Is Pinterest Changing The Way We Look At Websites?

Written by Chris Czachor - Account Executive

I just read an article about how Mashable recently conducted a study in which they tracked the eye movements of 600 participants looking at various Pinterest pages and the results were quite interesting.

When people look at websites they tend to look up into the left corner of the screen and then move their way down and across the site.  If you think about it for a second, that is why most companies have their logo in the upper left corner, or for social media sites you can see the person's profile picture and information.  Facebook and Twitter are set up like this as are most web-based email providers and even Outlook for that matter.  The fact is, this is pretty much the standard way things work for websites until Pinterest came into the picture (pun intended).  There were a few interesting takeaways from the article that I wanted to share as they tend to go against the common way people view sites:

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Too Much Information?

Post written by Kim Chapman

The other day, I received a postcard from my insurance company promoting coverage for dependents up to the age of 26, and/or for returning military dependents.  The problem is that I am a 29 year old who has never been in the military.  The scenario got me thinking about how important it is to be able to utilize customer information for any given campaign.  If my correct information would have been utilized, I may have received a relevant promotion that I could take advantage of.

In order to target the right audience, information has to be available. Most businesses obtain customer information through surveys or questionnaires. But as we know, some people (maybe you) are hesitant to give out too much information and this is where the problem arises.  Sometimes providing little or no information may not be in the best interest of the customer if it gets in the way of marketers sending them relevant, targeted promotions that would help them save money.

If you trust a company, and utilize them on a regular basis for a good or service, I would argue that you should provide them with as much information as possible about yourself (should they ask for it).

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A Day in the Life of a “Marketing” Pinner

As told by TWO's own Account Supervisor, Janelle Schenher

I ride the train in the morning and check my Pinterest app on my phone to see what’s out there. I need a break at work, I pin something.  At night while my husband and I watch our shows…more pinning.  Everyday I pin SOMETHING.  I love the new ideas I get and the tips I find and the sense of community when a friend of mine repins something I originally pinned.

I check my email to see which of my pins are creating the most repins and likes.  And most importantly I want to know if I gained any new followers.

I am not just ANY Pinterest junkie…I am a MARKETING Pinterest junkie.  I strategize what I am pinning and where I am pinning it so I can get more people to repin and like and follow me.

I know what pins of mine are the most successful.  Don’t believe me?  Mansfield Park and Philadelphia Story on my At the Movies Board, and Tasting Party on my Party Ideas Board.

I have about 50 Boards, over 8,100 pins and some of my boards have close to 550 followers.

WHY am I doing this???  Because not only do I get new and fresh ideas for Teacher Appreciation Gifts and different ways to utilize strawberries and blueberries for the 4th of July, but also from a marketing standpoint I like to see how my pin impacts other people.  I’ve found more companies following me too like World Market, Domino Sugar, Moroch Entertainment, and Lollipop Wishes to name a few.

So…how does your company develop a successful Pinterest page?  Here’s 9 helpful tips:

  1. Be the original pinner! Pin images from your website using the “Pin it” button.  That way, people will have to go to your website to see the source…
  2. Write a good description about who you are next to your profile picture.
  3. Make sure to link both your company’s Twitter account and website to your Pinterest page (Facebook Fan pages don’t link to Pinterest—if you found out how, LET ME KNOW!)
  4. Give each pin a good description so it’s easy for someone to find if they want to search for it.
  5. Use hashtags for your pins and share a pin or two on Twitter.
  6. Create a variety of boards, the more the merrier.
  7. Be conscious of how you name a Board and use the right “Board Photo”…this show’s everyone what they can expect to see on that board.
  8. BE FUN!  This is the place to SHOW who your company is (i.e. what shows you watch, where you eat, etc.).  Just don’t post things about your company or you might not get many followers or repins.
  9. Watch the “Popular” pins…this is similar to Twitter…you can see what’s “trending” and repin the popular pins to your boards (when appropriate).

Who knew that back in August last year, when a couple of my coworkers were telling me that I HAD to join Pinterest, that it would actually change the way I do almost everything.

New moms ♥ Active moms ♥ Super moms ♥ every MOM

Did this catch your eye?  It definitely got our attention. We chose to write about this for two reasons:  (1) because it was just recently Mother’s Day and this sample subject line is literally speaking to MOMS… so on behalf of The Weinstein Organization, Happy Belated Mother’s Day to all of you Super Moms and Grand Grandmas out there!  (2) It is a recent clever trend in email marketing that you should be aware of.

Many retailers, such as Red Envelope, are capitalizing on the use of symbols, such as hearts, in their subject lines to call greater attention to their promotional message and to stand out from the clutter, or should I say competition, in your inbox.

There are many symbols available to choose from, but you need to ensure that they support your message and are legible in small point sizes. If it is squished and doesn’t make sense, it is not going to help increase your open rates.

It is also a good idea to test the symbols across multiple email clients (Gmail, Yahoo, Outlook, etc.) and mobile devices (iPads, iPhones, Blackberry, etc.) before deploying your email campaign to ensure that the majority of your audience can see them. There will always be consumers with outdated equipment that cannot get the full impact of your message, but many email clients have been improving their support for world languages as well as their support for these symbols commonly known as Unicode.

Potential Idea? Favorable Response :)  Test it on Your Next E-Marketing Campaign!

Postal Service QR Barcode Promotion Is Back for the summer. Don’t Expect to Save Very Much.

For the Summer 2011, the United States Postal Service (USPS) initiated an incentive program for First Class and Standard Class mailers using a Quick Response (QR) Code in their mailings.  These are codes that can be scanned by smartphones and lead to a personalized website landing page providing targeted offers, a coupon, an immediate response form, a video describing your product, etc.  (Check out this list for more QR Code ideas from Flyte Web Marketing)

Smartphones now comprise over 50% of the mobile phone users, and the percentage keeps growing every quarter. QR Codes are an excellent idea for the USPS since it merges printed direct mail with the growing mobile technology, and it must have been successful. The USPS is repeating the promotion for 2012 for Standard Class Mail sent in July and August.  To qualify the mailer must register in advance.

Last year’s incentive discount was 3%.  This year the discount has been reduced to 2%.  Any discount from the USPS is appreciated, but this discount amounts to $20 savings for every $1,000 in postage.  Not much of an incentive.

For example, for a mailing of 100,000 pieces at an average Standard Class postage rate of $0.262 per piece normally would be $26,200.  Add a QR Code to the mailing and the savings amounts to a whopping $524.

QR Codes are not very attractive and there are specific size and other requirements to make sure they can be scanned by smartphones.  We encourage clients to test QR Codes.  QR Codes are very actionable, can be tracked and measured, can increase overall response, and they're “cool”.  But, don’t add a QR Code simply for the USPS incentive discount.  It’s not much, and the cost to program the appropriate landing page may be more than the discount received.