Pinterest competition wants you to solve this Peugeot puzzle

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peugeot pinterest competition

peugeot pinterest competition

Pinterest competition from Peugeot

Pinterest is the new kid on the social media block, but brand owners are starting to use the platform creatively. Peugeot Panama recently launched a Pinterest competition on the site that asks its customers to complete puzzles on the company’s Pinterest page.

Pinterest Peugeot Page

Pinterest Peugeot Page

The use of Pinterest as an engagement tool is an interesting concept that could be applied to virtually any product.

Peugeot asks their Pinterest visitors to choose a model and then search their website and Facebook page for the missing pieces of the puzzle. The first person to complete the image wins.
Using Pinterest in this way is certainly innovative, but the competition does lack clarity, with Peugeot having to explain how their Pinterest competition works. Nevertheless, as a first attempt at using Pinterest in this way, the company should be commended.

Peugeot Pinterest competition Instructions

Peugeot Pinterest competition Instructions

Here is what the Social Media Examiner has to say about Pinterest competitions:

Why Pinterest Contests?
Here is why you should run a contest on Pinterest:

Pinterest is the third most popular social network in the U.S. in terms of traffic.
Pinterest has accumulated 14.9 million users as of July 2012.
Pinterest is retaining and engaging users as much as 2-3 times more efficiently than Twitter was at a similar time in its history.
Over 80% of pins are repins, demonstrating the tremendous “virality” at work in the Pinterest community.
Pinterest accounted for 3.6% of referral traffic as of January 2012.
Shoppers referred by Pinterest are 10% more likely to make a purchase than visitors who arrive from other social networks, including Facebook and Twitter.
Using Pinterest contests, your brand can engage with consumers in a personal and cost-effective way.

Contests can also help you collect customer information, preferences and feedback. This valuable data can then be put into action to enhance your offerings and acquire more customers.

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Discover Your Brand’s Best Times to Post to Pinterest

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I don’t believe there are standardized best times to post to Pinterest and. as a matter of fact, I am of the belief that the same applies to all social networks. But here’s how to identify YOUR best times to post to Pinterest.

Many blogs and articles on the web make mention of the best times to post to Pinterest. What do they truly mean?

Post-Pin-Tweet-Best-Time-Outreach

Best times to Post to Pinterest Standardized

A best time to post usually refers to a peak time, meaning that time when the most people are logged into a social network. Of course, this peak happens not because people with all kinds of interests decide to use a social platform all in synch but because the majority of the platform users of any social network tend to be lean towards similar interests and/or activities. Therefore, human beings that we are, we tend to perform those at about the same times: after work, maybe on the lunchtime break, etc.

Which is why, research on the subject usually shows that the best times for Pinterest are on Saturday mornings and late weekday evenings between 8pm – 1am EST. So it is a good idea to set your pins to go out during these peak periods.

Why may these times not be applicable to my brand?

There are 3 main reasons:

  1. Not every industry or content is viewed by the same audience
  2. Not all the industry audiences access Pinterest at the same times
  3. We all live in different time zones and therefore, what is Friday afternoon for me may not be for you, my dear reader

We may want to Pin a very Pinnable category such as Food and Recipes on Saturday morning but our audience does not share our time zone and our pins do not get the traction we desire.

What are the best times to post to Pinterest then?

Based on this, there are a few ways to identify your best times to post to Pinterest without resorting to expensive measuring tools (but if you were using them, you may not be reading this post) and here is the easiest one.

  • Discover your fans active times by checking out your logs on Pinterest.
  • Track them for over a month period (two is even better)
  • Notice the times when people repin, like and/or comment on your content and add them to a spreadsheet.
  • By the end of the time period, chart the numbers on a graph.
  • Be amazed at the discovery!
  • Feel free to perform this analysis by type of content shared.

It implies a bit of analysis to identify your best times to post to Pinterest but think of the effort you will save and the consequent increased results if you know exactly when to post.

Now, what have you discovered regarding Pinterest posting times?

Best Times To Post To Pinterest in Mexico - Standardized

Best Times To Post To Pinterest in Mexico – Standardized

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Kellogg’s Pinterest marketing strategy analysis

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I am a firm believer that very few companies grasp the power of Pinterest Marketing and understand how to compete for attention (and traffic) on the visual search engine. This is the first of many Pinterest marketing strategies analysis I will perform and post. Let’s learn from the ones that do and find out what we could do on other cases.

Kellogg’s Pinterest marketing strategy introduction

Kellogg's Pinterest marketing strategy analysis for the Online Hispanic Market: Pinterest insights

Kellogg’s Pinterest marketing strategy analysis for the Online Hispanic Market: Pinterest insights

Last month Kellogg’s launched Dias Grandiosos, a campaign targeting the online Spanish-dominant Hispanic women in the U.S. Dias Grandiosos is a new digital hub that provides a community for Hispanic families to share cultural experiences.

This strategy is a must for Kellogg’s, because one out of three children born in the U.S. this year are Hispanic AND 80 percent of Latinas use the internet to inform their purchases and to look for additional resources to help in their decision-making process.

“Dias Grandiosos is grounded in the understanding that Latinas are trying to find balance between maintaining their cultural heritage while embracing a more American lifestyle,” says Christopher Rivera, Associate Director, Multicultural Brand Marketing. “We help her find this balance through deliciously nutritious recipes, compelling articles, and relatable stories about real Hispanic women and their families with topics that she cares about and that are relevant to our brands.” (source: Portada)

And because they happened to select Pinterest as one of their two main social media platforms – the other one being Facebook-, and because you know Pinterest is one of my fields of expertise, I decided to perform an analysis to find out how they were faring.

How To Successfully Market To Latinos on Pinterest

While their Facebook page results are indisputable – they have over 96,000 fans (as of April 28, 2014) and they truly know how to engage their audience and generate conversation via questions, trivia and some delicious recipes-, Kellogg’s Pinterest marketing strategy efforts do not live up to the expectations I have of this great brand.

Food is a very viral category on Pinterest and, if properly leveraged and implemented, it will definitely account for an extremely successful Pinterest marketing strategy.

Kellogg’s Pinterest marketing strategy analysis

After searching for a while, I discovered three Kellogg’s Pinterest accounts. Maybe there are more but I could not find them. Only one of them is in Spanish and the other two belong to Froot Loops and to Snap! Crackle! and Pop! well, ahem! to Rice Krispies. 🙂

Kellogg’s Pinterest marketing strategy analysis by Havi Goffan

Kellogg’s Pinterest marketing strategy analysis by Havi Goffan

There is one thing that I truly like about these Pinterest accounts. They share their fans’s submissions, be it recipes or photos, on their boards. Chapeau! Many brands are either afraid or may not consider their fans ideas as good ones. If it was me, I would take it a step further and create a Group Board on each Pinterest account where they let people Pin their own photos and recipes and who knows? Maybe I will video my Rice Krispies on orange juice and show them that they also Snap, Crackle and Pop! (Don’t knock it until you’ve tried it) 😉

Another great move are the links back to their sites and the Recipe Rich Pins for their Rice Krispies and Froot Loops brands. Although many of the Pins still point to Tumbl.r or have been uploaded directly onto the platform.

I will not bore you will all the data I analyzed but these are a few that stood out.

  • The Rice Krispies board pins an average of 3 new daily pins while Días Grandiosos only pins 1.5 a day. And the results tell the rest of the story.
  • The Froot Loops boards gain and average of 235 pinners per month, a pretty low number for being a world-known brand, Dias Grandiosos gained 268 followers on their first month.
  • Froot Loops and Rice Krispies created their first board about a year ago and Dias Grandiosos about a month ago.
  • It is evident that out of the three Pinterest accounts, Dias Grandiosos has the most Kellogg’s love and attention but that is not enough.

Kellogg’s Pinterest marketing strategy Suggestions

Their Dias Grandiosos boards could easily reach this coveted audience if they would:

  • Verify the Dias Grandiosos site. Apply for Rich Pins and go crazy pinning the recipes!
  • Increase the pinning activity and create images just for Pinterest.
  • Add a community board that parallels their online Dias Grandiosos community for Latinas to Pin Kellogg’s products related images.
  • Leverage your Pinterest brand. Dias Grandiosos has great product ideas, e.g. things to do with Poptarts. After all, that’s what you may wander what to do with besides placing them in the toaster. If you discover them on Pinterest, they may go viral.
  • Be mindful of the translations when naming your boards. Recetas para fiestas is a direct translation of Party Recipes but it is not how Latinas search for it in Spanish. Google Adwords reports only 90 monthly searches for this term while Comida para Fiestas has 720. I would choose the latter, wouldn’t you?

These are just some of my suggestions. Their fan base would quickly grow as would referral traffic to their websites. Of course, I would also recommend having a Hispanic Market Pinterest specialist on staff or to consult with. They always come in handy.

After all, General Mills and Kraft are already planning on paying to advertise on Pinterest. It’s time to move, Kellogg’s!

Kellogg’s has been a part of the American culture for over a century. In 1898, Will Kellogg created Corn Flakes after a failed attempt to make granola. But it has also been a part of people in Latin America. I still remember eating my Zucaritas (Frosted Flakes) and Choco-Krispis (Coco Krispies) although Banana Frosted Flakes were my favorite. And my nephews are always on the lookout for the new Pringles flavors. Hope to see Kellogg’s transferring these outstanding to their Pinterest boards very soon.

What are your thoughts on this Pinterest Marketing Strategy? What would you do different?

A Snap Crackle and Pop Pinterest Board

A Snap Crackle and Pop Pinterest Board

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And now, for your advertising entertainment, I have selected a few Kellogg’s vintage ads.

Celebrity endorsers advertising Tony the Tiger and Groucho Marx

Celebrity endorsers advertising Tony the Tiger and Groucho Marx

Kelloggs All Bran Vintage advertisement

Kelloggs All Bran Vintage advertisement

Bull and Bullfighter - Kellogg's Variety Pack, 1958

Bull and Bullfighter – Kellogg’s Variety Pack, 1958

Kream Krunch cereal Kelloggs - I would have loved tasting this cereal!!

Kream Krunch cereal Kelloggs – I would have loved tasting this cereal!!

Kelloggs sugar smakcs and Star Trek

Kelloggs sugar smakcs and Star Trek – Mr. Spock was my childhood hero!

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Pinterest Guided Search keeps taunting Google Search

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Pinterest Guided Search is just one more step towards becoming “the” Search Engine for the visual discovery engine. Custom categories announcement and our analysis of its impact on multicultural markets.

Pinterest, the visual discovery engine, that currently hosts 750 million boards with 30 billion pins, released one additional feature: the Pinterest Guided Search.

Not that you weren’t able to search on Pinterest before. All you had to do is type your keywords on the Search field. Or select from the many categories or be inspired by the Related Pins. But now, in a very visual manner, it suggests additional keywords that help you refine your search.

In a very Pinteresting way, the keywords are displayed under the search field as beautifully designed buttons that you can swipe to scroll through them on your mobile app. If the suggestions from Guided Search are not enough, just type in additional keywords.

Pinterest Guided Search: a closer look

Imagine you are traveling to Atlanta for your business trip and find yourself with some time to kill. You perform a guided search for “Atlanta” and notice the following search refinement suggestions:

Georgia, Braves, Homes, Skyline, Falcons, Ga, Restaurants, Wedding, Things to Do in.

Pinterest Guided Search: a closer look at Atlanta

Pinterest Guided Search: a closer look at Atlanta

Let’s select the “Things to Do in” search suggestion.

Pinterest Guided Search Things To Do in Atlanta

Pinterest Guided Search Things To Do in Atlanta

Aha! This is interesting, press the last one and the first pin is 100+ FREE things to do in Atlanta.

The search results span from travel tips to the Coca Cola museum and some places in Atlanta you wouldn’t know about if it weren’t for the pinning activity from other people. Select the Pin that appeals to you or just refine the search further and type: “at night” You know how it goes from there.

Of course, Google search has been suggesting keywords for a long time. Let’s take a look.

Google Search: Atlanta

Google Search: Atlanta

Which do you believe is more appealing to the searcher?

Let’s look at Google Search Results. Isn’t Google becoming more Pinteresting? 😉

Google Search things to do in Atlanta

Google Search things to do in Atlanta

If you are a landscaper, what better way to feature your work? People don’t even have to click on the “Google search result” to read about and see what you do.

People on Pinterest have a stronger intention to buy or to do than other social platforms. This is similar to what takes place on Search Engines and very different from how it works on other social networks. This is the audience advertisers want to talk to at this exact moment, the one Google had named ZMOT or Zero Moment Of Truth.

Whether we’re shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. At Google, we call this online decision-making moment the Zero Moment of Truth — or simply ZMOT.

Brands can target potential customers with a high level of precision. So, what can companies do but create compelling and search engine optimized content that cater to these audiences?

If you own a furniture or a clothing store, a restaurant, a nail salon or a wedding venue, wouldn’t you want to rank on top of these guided searches?

Atlanta Wedding with a Pinterest Guided Search: You may even inspire an Atlanta bride.

You may even inspire an Atlanta bride.

Pinterest Guided Search is multilingual

As a multicultural marketing technologist, I wanted to check on how Guided Search worked for my clients in Latin America. I am glad to report that brides in Brazil, Spain, Mexico, Colombia, Argentina, Uruguay, Venezuela and the rest of the Portuguese and Spanish-speaking world can take advantage of Guided Search when they are planning their special day!

Pinterest Guided Search can also be performed in Spanish!

Pinterest Guided Search can also be performed in Spanish!

 

With over 80 million online people in Brazil we had to have Pinterest Guided Searches in Portuguese!

With over 80 million online people in Brazil we had to have Pinterest Guided Searches in Portuguese!

Added bonus to releasing Pinterest Guided Search on mobile first

Pinterest now leverages location even more and acquires an additional audience: a huge user base of outdoorsy people who may not have been so interested in pinning before but they may be more interested in searching pins to discover new adventure ideas.

Pinterest Custom Categories

CEO Ben Silbermann also announced that Custom Categories will be rolled out in the next few months. Custom Categories will allow you to “Choose Your Own Adventure” (the theme of the press event), finding categories that match your interests and taste no matter what they are. It will create a dynamic feed of very specific topics, such as Marketing or Advertising.

Don’t forget to follow me on Pinterest for more marketing information and one of my featured Pinterest clients CasarCasar!!

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Pinterest Search by Interests, a Google contender?

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Pinterest is rolling out “Interests”, a new type of Pinterest search. How does it work and what does it mean to your brand? What search algorithm is used?

by Havi Goffan

Pinterest keeps taking steps to becoming the next Search Engine and a very strong Google contender. By rolling out “Interests”, a new type of Pinterest search that allows you to explore your own interests in a highly engaging and exploratory manner. Gone is the restriction imposed by the pre-determined Pinterest search by Categories. Now, the search is open to all content.

Pinterest search preview

Pinterest search preview

Pinterest is rolling out "Interests", a new type of Pinterest search

Pinterest is rolling out “Interests”, a new type of Pinterest search

 

How exactly does Pinterest Search by Interests work?

When a Pinner performs a search by Interests, the results are displayed with a new format, as seen below, but even more interestingly,  the Pinner’s boards and Pins, basically, his or her interests, become the search categories. Let’s call this level of engagement 1.

How exactly does Pinterest Search by Interests work?

How exactly does Pinterest Search by Interests work?

The second level of engagement takes place when the Pinner sees his or her own Pins as the covers of many of these search result boards. The search result boards carry the names of the Pinner’s own boards and pins and will become the keyword used on the Pinterest search by Interests.

Once the Pinner selects one of these boards or keyword – a selected group of Pins or Pinterest search results – is displayed delivering the third level of engagement, as the Pinner is already interested in the subject.

Pinterest Search by Interests results

Pinterest Search by Interests results

The Pin that Inspired the Search or Keyword

The Pin that Inspired the Search or Keyword

Pinterest Search: What search algorithm is used?

The algorithm for this Pinterest Search perform searches by both keywords and images and it seems to have sufficient intelligence to remember certain associations such as Darth Vader for Volkswagen, as depicted below. According to the information shared on the Pinterest blog for business, some metadata is used as well.

Pinterest Search: What search algorithm is used?

Pinterest Search: What search algorithm is used?

 

 

 

 

 

 

 

What does this new Pinterest Search mean to brands?

Last December, when I spoke at a Social Media Conference on Pinterest and stated that Pinterest was going to become the next search engine, I myself did not expect it to happen so fast. Ben Silbermann, you and your team have outdone yourselves again.

The Pinterest search by interests definitely helps brands get more exposure on Pinterest. I would highly recommend the use of Rich Pins, crisp images where the logo and the product are clearly identifiable, and last but not least, the use of keywords and hashtags.

Now, brands can feature their products in a very attractive way to both men AND women (remember Topman UK has the largest follower base in Great Britain), add search engine optimization to their Pins as usual and now, more than ever, listen and SEE the conversation on Pinterest.

Interests will be rolled out to mobile and everyone around the world soon.

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Header image Credit: Vue Photography Online

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