Pinterest is not just for personal use anymore. This social media network can actually help market brands. Sony Electronics was one of the brands that realized the power of Pinterest to drive sales. Sony employees “were all using [Pinterest] personally,” said Green of the social media team at Sony Electronics, “and realized the power of the platform to drive people’s interest in purchasing.”
Once Sony launched their Pinterest brand page:
- Their followers reached over 2,500 in the first six months
- 800% increase in traffic from Pinterest to Sony Store website
- Pin it button has received more than 10 times the clicks from Sony Store vs. Tweet This button
- More than 4 million bran impressions
So how did Sony make Pinterest work for them? Here are six tips that might be helpful for your brand as well:
- Research What People are Already Pinning: Pinterest users weren’t just pinning Sony products but also ads, logos, pictures taken with their Sony products
- Involve Employees and Internal Team from the Start: Sony started a contest that encourages employees to check out and follow Sony boards and to create a Sony board of their own
- Make Your Website Pinterest-Friendly: Adding the Pin It button increased the number of pins from the Sony site about ten times
- Make a Strategic Mix of Boards: Sony created a mix of lifestyle and fun pages interspersed with commercial product pages
- Create Original Content and Exclusive Programs: Sony created pictures exclusively for their Pinterest followers
- Promote Through Other Channels: Get your message out on other media
Sony was able to balance promotional pages with fun content. The combination of these two let the company take flight on Pinterest.
So, what do you think of Pinterest? Does your brand have a board?