Thursday’s test will come from this material, which I went over in class:
From Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World Hardcover – November 26, 2013. … By Gary Vaynerchuk
Pinterest was launched in March, 2010. In 2013, it had 48.7 million users and grew 379,599%. 68% of it’s users are women and half of them are mothers.
The most repined pin is a recipe for garlic cheese bread.
Pinterest was created to help people create online collections of things they love and things that inspire them.
Took off as a fantasyland for food porn addicts, fashion lovers and people seeking home renovation and decor ideas.
16 % of the U.S. Internet users. Only 1 percent fewer in Twitter (that started in 2006!)
Companies were initially worried about using Pinterest because of copyright infringement; however, no one has been sued.
Pinterest Psychology 101 — pinning makes it easy for users to collect online research and ideas in one place on virtual bulletin boards — places where they can pin internet treasures they fall in love with.
Provides visual reminders of who we are. We love displays and symbols and stuff that tells that story. And it also says who we want to be.
The two most powerful human drivers that lead people to buy stuff are aspiration and acquisition. Pinterest does both.
Survey by Steelhouse shows Pinterest users are 79 more likely to purchase something they spot on Pinterest than Facebook. And Pinterest produces four times the revenue per click than Twitter.
The Art of the Pin
Pinterest is eye candy — so every pin must be visually compelling. You content must be a collectors item. It must be special.
You organize your internet finds into categories or boards. Boards can be treated by businesses like virtual store fronts.
Create context with the pin’s caption. Make it more engaging and fun. For example, don’t just say, “Green tea.” Say, “Dumped by your girlfriend? Drink this tea.” When you share other people’s pins (or content) you can add context with your captions. Say you have a tea company and you pin another company’s tea pot. You can write, “pouring tea may result in scalding yourself with hot water.”
Questions to ask about your Pinterest Content:
- Does my picture feed the consumer dream?
- Did I give my boards clever, creative titles?
- Have I included a price when appropriate?
- Does every photo include a hyperlink?
- Could this pin double as an ad or act as an accompanying photo for an article featured in a top-flight magazine?
- Is this image easily categorized so people don’t have to think too hard about where to re-pin it on their boards.
If you want to reach a female audience, Pinterest is your platform of choice! It is highly effective to move customers to take action.
Instagram was founded in October 2010. Was originally a geolocation app called Burbn
In two years, it boasted 130 million monthly active users! Forty million photos are uploaded every day. And there is a new Instagram user signing on every second. It took Flicker two years to get to 100 million. Instagram did it in eight months. Facebook bought it for one billion dollars. Instagram photos generate 1,000 comments per second. In 2013, Instagram started allowing 15-second videos to compete with Vine.
Tips for creating successful Instagram content:
- Use your content to express yourself authentically, not commercially.
- Reach the Instagram generation.
- Go crazy with hashtags. The more the merrier.
- Become explore-worthy. Explore is where Instagram highlights content it deems to be excellent.
Right hooks are harder to land on Instagram, because unlike Pinterest, you can’t link out. (But you can in the caption.)
- Is my image artsy and indie enough for the “Instagram” crowd?
- Have I included enough descriptive hashtags?
- Are my stories appealing to the younger generation (In your case — YOU!)
200 million members. Let me repeat that. 200 million members. Get two new members per seconds. 2.8 million companies have a Linkedin company page. Executives from all 2012 fortune 500 companies are members.
Great analogy from Gary V: If Facebook is the dining room for entertaining, Linkedin is the library where deals are done. People are hungry for professional info.
Vine — six second videos. Founded January 2013 and had 13 million users.
Snapchat. Founded in September 2011. Quickly had 60 million snaps per day.
90-9-1 rule (90% consume media, 9% edit and 1% create) has been changed to 75-20-5 thanks to Snapchat.
Tribes:
Seth Godin argues that now, for the first time, everyone has an opportunity to start a movement – to bring together a tribe of like-minded people and do amazing things. There are tribes everywhere, all of them hungry for connection, meaning and change. And yet, too many people ignore the opportunity to lead, because they are “sheepwalking” their way through their lives and work, too afraid to question whether their compliance is doing them (or their company) any good. If you have a passion for what you want to do and the drive to make it happen, there is a tribe of fellow employees, or customers, or investors, or readers, just waiting for you to connect them with each other and lead them where they want to go.
In review:
If Content is King, Context is God.
The great equalizer is effort. It doesn’t matter if your competitor is three times bigger than you and built like a truck or if it has a massive marketing budget, what matters is the effort you put into your work.
Social media gives you access to your market. You can start the conversation.
You are a media company.
The coolest professor.