Branding

Benefits of Social Media Marketing

Are you using Pinterest to plan your wedding, find inspiration for new paint in your home, or use Pinterest for business? Pinterest is not just a social network; it’s also a visual search engine and productivity tool. Pinterest is a social media platform allowing users to share images and save them to boards to discover new interests and products visually. Pinterest makes it easier for users to find new products and can assist in making the best purchase decision. Pinterest offers a unique way for businesses to market themselves as a visual search engine.

Pinterest Analytics overviews your account’s performance, top boards, and pins from the last 30 days.

Impressions

Impressions are the number of times your pins were shown on Pinterest’s app or website. This metric is a good measure of your content’s performance on Pinterest, including the hashtags and keywords used.

Saves

This metric displays how many Pinterest users added your pin to their Pinterest profile, also known as repinning. By saving your pins, your audience can go back later and view your content and have a direct link to your site.

Engagements

Engagements are the total number of times Pinterest users clicked on or saved your pins. The engagement metric in Pinterest analytics includes saves, outbound clicks, carousel card swipes, and pin clicks. This metric is an excellent indicator of how well your pins perform and your audience’s reception of each pin. This tool can be used alongside the audience metric to calculate the average rate users engage with your pins.

Total audience

This metric measures how many unique views your pins have. You might experience a higher number of Pinterest impressions, which indicates that the same person views your pins multiple times. This happens when the topic you picked is trending.

Engaged audience

This metric calculates the number of people who engage with your pins by clicking, saving, reacting, commenting, or sharing. This metric will enable you to outline a more precise understanding of how well your pins are doing.

Outbound clicks

Once known as link clicks, outbound clicks are the number of times a Pinterest user has clicked on a hyperlink you’ve attached to your pin. This metric is an excellent measure of whether your pins’ calls to action are working and if leads are turning into paying customers and helping you generate ROI.

Demographics

The Pinterest audience metric can help you understand your audience’s demographics on this platform. This metric provides insights into your audience’s demographics, including their location, gender, and age. You can target your pins to a particular gender, location, and interests. With this tool, you’ll be able to make better, more informed decisions about the kinds of content you pin and how you engage with your audience on the platform.

With the insights you gain from these Pinterest analytics, you’ll be able to make better, more informed decisions about the content you pin and how you engage with your audience on the platform.

Reference:
Review pinterest analytics. Pinterest Help. (n.d.). Retrieved January 23, 2023, from https://help.pinterest.com/en/business/article/pinterest-analytics#:~:text=Pinterest%20Analytics%20helps%20you%20understand,decisions%20and%20customize%20your%20content.

Whirlpool: Customer-Driven Social Media

Background

Founded in 1911, Whirlpool has been a strong brand for over 100 years. They produce and sell kitchen and laundry appliances. Their target audience is young families, however, there was no connection between the company and its customers, unless something was wrong with their product. The industry appeared stuck in a state where innovation seemed impossible. So, Whirlpool decided it was time to change how people viewed doing everyday household chores. This is when the campaign was born.

The Project

The challenge of this campaign was to get people to connect with Whirlpool. Research showed that people do not like household chores because they often seem insignificant and time-consuming. As a result, no one cared enough about the appliances they use to do those chores, to create loyalty to one brand. This is when Whirlpool created their Every Day, Care (#Everydaycare) campaign, changing the way people looked at doing household chores in the kitchen or laundry room. It presented real-life emotional scenes, such as a mother carrying her child in the pouring rain from the car to the house and a teenager throwing a pair of jeans down the stairs for his mom to put in the laundry. To inspire, drive and curate conversations and content across social media, the brand built a community of 17 thousand passionate advocates, thanks to Crowdtap, who got the conversation going by sharing their stories of “Every day, care” with text, images and videos. More than 44 thousand pieces of authentic user content were collected, and the best content was cross-promoted across paid, earned and owned channels.
Whirlpool used the authenticity of everyday chores to show how much value these tedious tasks hold. It reminded consumers that they do these things to help shape the people they love. As a result, showing these relatable narratives caused people to make a more emotional connection with Whirlpool.

Results
In qualitative terms, the campaign achieved making a more personal connection with its consumers. It successfully met the needs and wants of the consumer by using its website to allow people to upload and share their videos and projects, creating a deeper connection with consumers. Consumer sentiment shifted with sales lifts, rising from -0.3 to +4.6 on a five-point scale. It also won the Best Social Media Tool award during the 8th Annual Shorty Awards.
In quantitative terms, the campaign achieved an increase in sales by 6.6% and an increase in purchase intent scores by 10%. Whirlpool also saw 12% year-over-year unit growth.

Conclusion
The only thing that I believe they can work on is the fan base that follows them on social media. On Facebook, they have 1.2 million followers and on Instagram, only about 21 thousand followers. On Facebook, it seems as though the brand has put the least amount of effort into design or strategy. They post blog articles related to cleaning and taking care of your home. Most of the engagements with their following are still dealing with problems with their products, rather than a deeper, personal connection.

Reference:
#EveryDayCare – whirlpool, DigitasLBi and Crowdtap. The Shorty Awards. (n.d.). Retrieved May 28, 2022, from https://shortyawards.com/8th/everydaycare-whirlpool-digitaslbi-and-crowdtap-2

Branding: A Day in the Life

Social media is my preferred method for keeping in touch with my friends and loved ones. Especially while I was serving in the U.S Army, the easiest way to share my life was with digital media. The social media sites that I use the most would be Facebook and Instagram.

These two social media platforms are like each other in the ways they are used. My reactions to using these forms of digital media are both positive as well as negative.

Positives:

Access to latest news – current events that are local and being shared around the world.
By using a popularity-based feed, you stay updated on friends and family.
Easy to use the ad services, track traffic flow, and use the engagement rate to see how successful posts are doing.
Easy to create a personal, business, or professional profile.

Negatives:

Can be time consuming – loss of productivity.
Fake accounts can be made to hack others or portray themselves as someone they are not.
Daily overuse of media and technology has a negative effect on mental health.

I feel my digital media needs are being met on both a personal and professional level. I feel Facebook is more useful on a personal level because I can easily interact with my friends while sharing pictures and videos and even do some shopping. Instagram, I feel meets my needs on more a professional level. It is more direct with just sharing images rather than posts with lots of text. Having direct links to my website helps drive traffic with little effort put into the posts themselves

Another part of digital media is email communications. I do most of my shopping online, thanks to the Covid-19 pandemic. I find myself checking my emails for any good deals on my favorite places to shop or any promotional items that may be introduced, that I can try out before it is released to the masses. The emails that catch my attention the most are clean and minimal so its easy to read and understand. Usually having the words “sale”, “deal” or “save” catch my eye quickly.

Just as I and the rest of the world use digital media to stay connected, business both big and small are doing the same. What better way to find your target audience than where they are already spending their time? You can run a Facebook ad for a certain amount of time and maximize the audience that sees it whenever someone comments, reacts or shares the ad on their profiles. This also helps build brand consistency and engage with your current and future clients.

References

Driskell, J. (n.d.). Definition: Facebook. The Online Advertising Guide. https://theonlineadvertisingguide.com/glossary/facebook/

Zafeiris, C. (n.d.). Definition: Instagram. The Online Advertising Guide. https://theonlineadvertisingguide.com/glossary/instagram/

American Psychological Association. (2011, August 6). Social networking’s good and bad impacts on kids [Press release]. https://www.apa.org/news/press/releases/2011/08/social-kids