Big Brands, Pinterest, and the Power of Women

Big Brands, Pinterest, and the Power of Women

In the world of social media, Pinterest quickly rose to fame with its unique concept of sharing images and ideas. However, what made Pinterest truly successful was its ability to tap into the power of bloggers and connect with its users on a personal level.

One of the key factors that fueled the success of Pinterest was its partnership with popular blogger Victoria Smith. Together, they launched a program called Pin it Forward in May 2010. The program aimed to feature 300 influential women bloggers who would create themed pin boards and blog about them. This not only increased the value of the content but also fostered a sense of community among the bloggers.

The initial success of Pinterest can be attributed to the fact that its users were mostly ordinary consumers, particularly women from the middle of America. These users were not looking to achieve anything specific; they simply wanted to share their dreams and aspirations with others. This made Pinterest a platform where people could connect and find inspiration.

Pinterest's first pin was created in January 2010, and since then, it has continued to grow and evolve. In May, the Japanese company Rakuten invested $50 million in Pinterest, recognizing its potential as an entertaining online marketplace. Rakuten's CEO, Hiroshi Mikitani, believes that e-commerce should be a living process that encourages shoppers to explore.

While Pinterest primarily attracts women users, one brand that has succeeded on the platform is Sony Electronics. Despite being in an industry that is not particularly popular with the primary Pinterest demographic, Sony has managed to make each of its products pin-able. This step has been crucial in enabling Pinterest to drive e-commerce and expand its reach beyond its core audience.

Incorporating transmedia techniques across social media platforms and real events has been a key marketing strategy for many brands, including Benjamin Moore. Their marketing programs, led by Nick Harris, have successfully engaged users and created a seamless experience across different platforms.

Switching gears, let's talk about iOS permissions and the right way to ask users for them. When it comes to asking for access, timing and clarity are crucial. It's important not to ask for permission until it is absolutely necessary and to clearly explain what the user will gain from granting access.

The initial approach of asking for access right away was not recommended, as it resulted in a low acceptance rate. In the case of Cluster, only 30-40% of users accepted the request for access. However, when the benefit was clearly explained, acceptance increased to 66%.

Asking for permission at the right time proved to be more effective. For example, when users were asked for photo access after selecting a camera and choosing photos, the acceptance rate increased from 67% to 89%. This shows that users are more likely to grant access when they understand why it is necessary in the given context.

Educational pre-permission overlays and user-triggered dialogs were also successful in obtaining permissions from users. By providing information and context, the acceptance rate reached close to 100%. Additionally, in the case of iOS push notification permission, 100% of users granted access after tapping "Notify Me."

Based on these insights, here are three actionable pieces of advice:

1. Clearly explain the benefit: When asking users for permissions, make sure to clearly communicate what they will gain from granting access. This will increase the likelihood of acceptance.

2. Timing is key: Avoid asking for access until it is absolutely necessary. Users are more likely to grant permission when they understand why it is needed in the given context.

3. Provide information and context: Use educational overlays or user-triggered dialogs to provide users with the necessary information and context. This will help them make informed decisions and increase the acceptance rate.

In conclusion, Pinterest's success can be attributed to its partnership with bloggers and its ability to connect with ordinary consumers. Brands like Sony Electronics have also found success on the platform by making their products pin-able. When it comes to asking for iOS permissions, timing and clarity are crucial. By following these strategies, brands can increase user acceptance and create a seamless experience for their users.