Public Relations & Social Marketing Insight

Consumer packaged goods brands like Campbell’s Soup are the epitome of content and commerce.

The company ladles up recipes and cooking tips through an online community, app and email newsletter called Campbell’s Kitchen. But socially distributed content increasingly is its main ingredient for success.

To boost content engagement across its owned-and-operated site and social channels, Campbell’s is beta testing a new tool called Muse developed by Pinterest marketing platform Ahalogy. Muse taps Facebook topic data through a partnership with DataSift and combines it with Ahalogy’s bank of category-level Pinterest data.

“Campbell’s Kitchen’s biggest audience is on Facebook right now, but Pinterest users tend to be younger and early adopters of new cooking methods,” said Sheila Miller, a senior manager for Campbell’s Kitchen.

If you are not using Pinterest to drive traffic to your blog, you are missing out on a potential gold mine.

While search traffic has slipped in recent years, social referrals (namely Facebook, Pinterest, StumbleUppon, etc.) have more than doubled and continue to grow.

People are using Pinterest as a place to find helpful articles and information, not just pretty photos – and Pinterest itself is encouraging this practice.

Here are 11 ways to get more readers to your business blog using Pinterest....

Are you wondering what direction to take your marketing for 2015? Marketing on Pinterest is the answer!

This article will discuss why people are on Pinterest, how you can market to them, and what makes a great pin on Pinterest. Adding Pinterest to your marketing mix will provide better brand visibility and reward you with long term web traffic....

With each passing day, PR is being nudged away from the familiar comfort of text-based communications to more visual forms of communications, especially in digital campaigns. 

Today, among other platforms, Pinterest must be part of your social PR campaign strategy, especially if your target audience is female. It’s easy to dismiss Pinterest as a site where women just share pictures of fashion and food, but do so at your peril. Consider this: 

• One-third of the women in the U.S. use Pinterest, according to Pew Research Center’sSocial Media Update 2013.
• 85 percent of the estimated 40.1 million monthly Pinterest users in the United States in 2014 are female.
• New data from social sharing service ShareThis shows that for the first time, Pinterest outpaced email to become the third-most popular sharing channel in the fourth quarter of 2013.
• Pinterest is the channel of choice for moms, who share three times more than the average user, according to MarketingLand.com.

Still need to be convinced? Here are three examples of creative and effective PR campaigns using Pinterest as a central communications hub: 

Pinterest is a great place for non-profits to engage, build an audience and gain a following. Even if you think your NPO isn’t suited for a visual platform such as Pinterest, I encourage you to keep an open mind, read this article and reconsider adding Pinterest to your NPOs social media strategy. Did you know that Pinterest has 70 millions active users and is wildly popular among American women? (Does you NPO target females, moms maybe?) Keep reading!

While Pinterest hasn’t yet scaled to the size of its competitors, it has firmly secured its position as the 2nd largest referrer of social traffic.

Most NPOs do really well on Pinterest, isn’t it time yours does, too? In this article you’ll find out:

• Why NPOs should consider being present on Pinterest.
• 3 tips on how to get your NPO started on Pinterest.
• 10 ideas for Pinterest boards every NPO on Pinterest should have....

For this year’s back-to-school season, the brand launched the #Toms Give Back to School Contest aimed at increasing engagement on Pinterest.

They encouraged people to create a pinboard and pin their favorite outfits using only items found on the TOMS website. To compete for the $500 Toms gift certificate, pinners created a special board for the contest and tagged every pin with “#TOMS Give Back to School Contest.”

Toms scored huge brand awareness and sales during the contest as pinners posted beautiful pictures that spread across their personal networks. The campaign shows the expanding influence of visual social media sites, and in the coming years, more brands will take part in this growing trend....