Cross Pollination Media | Social Media Strategy | Social Media Marketing

Unless you’re living under a rock, or started boycotting the internet when SOPA was first introduced last year, you’ve heard Pinterest is growing. But just how much traffic is Pinterest getting these days?

According to ComScore, Pinterest has over 4 million users and is rapidly growing. Data from Google Ad Planner below shows nearly 1.5 million unique users are visiting Pinterest daily, and spending an astounding 14+ minutes on the site. While this is pocket change compared to behemoth Facebook’s ~500 million daily uniques and 23 minute visits (yes, I’ve heard other numbers, but need to compare apples to apples here…) this rapid growth , coupled with Pinterest’s focus on discovery suggests the growing network is not to be taken lightly by brands.

But before you dive in, let me remind you — we’ve written countless posts in the past detailing our approach to social media strategy, our process for developing a social media plan and our focus on the people when it comes to engaging on social networks – so I won’t bore you with a lecture on the importance of following the POST methodology. Instead, let’s look at when Pinterest might make sense as the T in your social media marketing plan based on the P’s who are using it.

People: Who Are Pinterest Users?

Pinterest user demographics include women, ages 25-54.

Only 25% of Pinterest users have earned a bachelors or higher degree and the majority live off a household income of $25-75K.

Traffic and demographic data for Pinterest pulled from Google Ad Planner

Pinterest users in the US are more likely to live in mid-west states than your typical social networker

But understanding your audience is about more than just the demographics. Research shared by Experian Hitwise finds that Pinterest users skew towards the following Mosaic USA lifestyle segments, which gives us valuable insight into the psychographics of Pinterest users:

Boomers & Boomerangs

Boomers & Boomerangs in detail

Who are they?

• This two-group segment includes baby boomer adults and the teenage/young adult children who live in their home
• Both groups are heavy internet users and account for more than 10% of Pinterest.com visits

What would they pin?

• Online habits include domestic travel planning
• They also tend to live in houses ~15 years old which suggests to me they would be interested in discovering and sharing DIY, remodel and home improvement style projects

Their boards might look something like this:

As you can imaging, those in the travel industry (domestic) or craft and home improvement stores should see this as a potential opportunity should Boomers & Boomerangs fit within their target audience.

Babies & Bliss

Babies & Bliss in detail

Who are they?

• These are moms and dads of large families in their 30s and 40s – the majority of Babies & Bliss households have more than 5 people.
• The moms in the group work full-time jobs and pride themselves in being Internet literate. As you can imagine, they appreciate the convenience of online shopping.

What would they pin?

• These people are power shoppers with upscale tastes, however, they value deals on high-quality merchandise.
• Convenience is key for this group. We can tell it in their shopping habits and every working mom can attest to never having enough time in the day.

Their boards might look something like this:

As you can see, these ladies are looking for products that suit their life and that they can buy online. The perfect situation for online retailers? But not all retailers would fare well with them. Retailers that offer a high-fashion look at discount pallet scales prices (thinkBlueFly.com or even Target) are the ones who have a chance of converting. Others, like Nordstrom, are likely to get the attention of window shoppers.

Additionally, brands who offer convenience have the chance to make an impact with these busy moms. Think Amazon.com (as a potential opportunity for their Amazon Mom program) or Kraft Foods.

Families Matter Most

Families Matter Most in detail

Who are they?

• This group includes young middle-class families with active lifestyles.
• They pride themselves in adopting attitudes and routines that help them effectively juggle work and parenting.
• They take their role as parents very seriously.
• As “informed consumers”, they shop at stores they can afford like Target, Kohl’s and Old Navy.

What would they pin?

• Looking to be the best parents they can be, this group might share parenting tips, kid-friendly activities and learning products.
• An active lifestyle suggest they’ll be on the hunt for healthy lifestyle choices for themselves and their families including both food and physical activity.
• Unlike the Babies & Bliss groups, these folks won’t even follow Nordstrom. They pride themselves on knowing better than to waste time window shopping.

Their boards might look something like this:

Brands that make learning toys might fare well in reaching this group on Pinterest – however, they’ll need to remember it’s about a lifestyle with this group. They’re not going to be interested in following a brand that shilling costly product all day long poker

More importantly when it comes to this audience, content producers like Food Network or The Bump should revel in the opportunity to get their content syndicated through pins.

http://www.ignitesocialmedia.com

I love my job. I get to do social media marketing for some of the world’s best brands. And I get to work with some of the very smartest people in the business every day.

Now, we need more of those smart people. The kind that bring esta a passion to what they do and combine the confidence that comes with experience with the humble nature of someone who is always learning. If that’s you, you may fit in perfectly at Ignite Social Media

I’m very excited to announce that our next phase of hiring is underway, because of the opportunity to make our team even better.

Need a Job?

We’ve got openings in both our Raleigh and Detroit offices in a number of areas, including

• Account Management
• Web Development
• Community Engagement
• Interactive Design
• Social Media Strategy
• Metrics and Monitoring
• Office Management

We’ve even got an internship on that list, so if you’re looking to break into the space check that out. We’ll have a few more internship opportunities posted in a few days.

Apply Today

Check out the job listings below. We have a strong, collaborative culture, competitive salary and strong benefits. We hope you’re the next person to join our growing team.

http://www.ignitesocialmedia.com

YouTube Launches Online Film Festival

Last week, YouTube continued its efforts to become a more serious media platform announcing the Your Film Festival, a competition for aspiring film makers. The festival is a collaboration between Youtube, famed director and producer Ridley Scott, Scott Free London, the Venice Film Festival, and Emirates. Applicants from all over the world will be able to submit their 15 minute videos of any genre to the Your Film Festival channel starting February 2nd. After the videos are wittled down by the Scott Free Production company and YouTube users, ten finalists will have their films screened at the prestigious Venice Film Festival. One winner will then be crowned by a jury headed by Ridley Scott and receive a production grant to work with Scott’s team for the value of $500,000.

XFINITY Hosts Social Media Job Contest

XFINITY recently launched a nationwide contest to find their next social media voice at this year’s biggest sporting events. The contest is called “XFINITY Presents: The Ultimate Sports Social Media Job” and runs through March 25th. Contestants submit a :30-2:00 video on the Ultimate Sports Social Media phen375 Job contest Facebook tab demonstrating their sports knowledge, social media expertise, personality, and passion. The five entrants who get the most votes will compete by covering one of five premier sporting events. The winner receives a one-year salary, enough electronics to create the ultimate sports pad, and the opportunity to share thoughts, insights, and content with fans nationwide via the @XFINITYSports Boom beach hack Twitter handle

McDonald’s Not Lovin’ Out of Control Hashtag Campaign

When McDonald’s began promoting the #McDStories hashtag Wednesday on Twitter, the idea was to get people talking about their experiences with the fast-food giant. The phrase exploded in popularity as Twitter users across the country shared stories of their visits to McDonald’s. Unfortunately, McDonald’s learned a harsh lesson in social media marketing: When you encourage people to talk about your company, they’re not always going to say nice things. Among the numerous remarks bashing the fast food chain was a heavily-retweeted comment from an animal rights activist criticizing McDonald’s cooking practices.

Samuel Adams “Crowd Craft Project” Taps Drinkers Via Social Media

The Samuel Adams brewers are teaming up with Guy Kawasaki to create a crowd-sourced beer in the first ever Samuel Adams Crowd Craft Project. Through February 5, drinkers can visit the Samuel Adams Facebook page to weigh in on all aspects of the beer, including color, clarity, body, malt, hops, and yeast. This crowd crafted beer will make its debut at Guy Kawasaki’s Girl + Guy party in Austin during SXSW. The beer will be on tap in select bars throughout Austin and at the Samuel Adams Boston Brewery. Samuel Adams’ Facebook fans will be the first to http://perderpeso2014.com know when this beer will hit new markets

http://www.ignitesocialmedia.com