It launched in December of 2009, but many small businesses have just started hearing the buzz about Pinterest in the past few months. Still officially in Beta (and invitation-only), Pinterest has joined the weberatti, sitting alongside Facebook and LinkedIn, as one of the 10 most popular social networking sites. It now boasts over 5 million users and has been touted as the fastest growing social network in history. Have I piqued your interest?
Brides, wedding bloggers, fashionistas, graphic designers and artists have embraced the site. And more recently, I’ve seen real estate agents, television brands and teachers jumping on board. At a time when nary a person would say that they need another social networking site, Pinterest has flourished. Why?
In my opinion, they have the magic formula for an over-stimulated and time-starved internet user:
What makes Pinterest so interesting are the users behind the tool. Grandmothers, stay-at-home Moms, husbands, students and everyone in between. The thread that binds is that they’re looking for visual inspiration or to inspire others visually. In fact, there’s very little discussion altogether, which makes this tool totally unique to any other social networking site.
So, if you’re products or services aren’t visually compelling, this likely isn’t the site for you.
That said, as this tool quickly becomes the place to collect and bookmark things we love, we may see the way it is used shift over time.
Create an account for your event:
What are your favorite ideas? How are you using Pinterest for your business?
There’s an article by Jay Baer that’s getting quite a bit of circulation – in large part because it references some new statistics on social media usage and because it’s titled: “Is Twitter Massively Overrated”, a question sure to provoke and ruffle. Seeing social media statistics make their rounds with fervor is not a rarity. Statistics are impactful because they sound a heck of a lot more impressive than making a statement without them, they make us feel validated in our choices and they help to make sense of information that is hard to understand. Unfortunately though, research can also be misused. Just yesterday, I came across a few event professionals sharing Jay’s article and surmising from it that Twitter is not the powerful tool it’s heralded to be.
It can be dangerous to use external research to support decisions for a niche business because the research respondents likely don’t reflect your target market. Let’s say you’re planning an event for New York-based CFOs who work in the consumer packaged goods industry. Unless the respondents of a survey you are referencing are your market, the results are not reflective of your target’s usage and behaviors.
It can be time consuming to do your own research, but the results will be much more valuable to your business. If you have access to your market, ask them questions. And, if you don’t, you can use social listening tools like socialmention.com to do online market research.
We live in a time where statistics are shared at record speeds (not to mention sensationalized and misconstrued). It’s more important now than ever to understand how they truly impact your business.
In case you missed the free Event Marketing 2.0 webinar last week, MeetingsNet has posted the archive here. (Please note that if you were not previously registered, you will need to register before you can launch the webinar.) I encourage anyone interested in using social media for your event marketing to listen.
It was truly a fantastic session. Lots of great questions and my co-presenters: Kate Slonaker of Cvent and Julius Solaris of The Event Manager Blog were fab to work with. You can also view the conversation around the webinar or by track it yourself using the #event2pt0 hashtag.
Enjoy! And, if you have any questions, I welcome you to email me.
PS – For further reading, check out Meetings Blog‘s recap of the webinar.
Twitter advanced search is an incredibly powerful tool to track real-time conversations about virtually anything on Twitter. Smart companies are monitoring when people are seeking recommendations for businesses like theirs and tracking when people are talking about their brands or their competitor’s. It’s very easy to find these conversations and takes minimal effort to review your search queries every morning before you start your day. Here’s how you do it…
Remember: People talk about things differently. Some may mis-spell your name, some may forget to use a hashtag, others may use a common short-form for your name. It’s often critical to do multiple searches based on all of these variables to ensure you’re capturing all conversations. Create the search queries once and import them into your RSS reader and you’ll never have to worry about performing the searches again.
SCENARIO 1 – EVENT PLANNING FIRM LOOKING TO TRACK WHEN PEOPLE ARE LOOKING FOR THEIR SERVICES WITHIN THE NY, NY AREA
‘This exact phrase’: Event planner
‘Any of these words’: Looking for, recommend, does anyone know, who is
‘Near this place’: New York, NY
‘Within this distance’: 100 miles
SCENARIO 2a – CONFERENCE PLANNER LOOKING TO FOLLOW CONVERSATIONS ABOUT THEIR EVENT (#EVENT101)
‘This hashtag’: event101
SCENARIO 2b – SAME EVENT, BUT YOU WANT TO FOCUS ON F2F CONVERSATIONS ONLY
‘This hashtag’: event101
‘Near this place’: Tribeca, New York, NY
‘Within this distance’: 1 miles
SCENARIO 3 – FLORIST LOOKING TO TRACK NEGATIVE BRAND MENTIONS ABOUT THEIR COMPETITOR, XYZ FLOWERS
‘This exact phrase’: XYZ Flowers
‘With negative attitude :(‘
Listening is a fine art – especially when it comes to Event Marketing. Following my recent webinar with MeetingsNet on Event Marketing 2.0, I have put together a video on how to use socialmention to listen to what people are saying about your event, your competitor’s, or what your target market is talking about through social channels.
Let me know your thoughts!
Last year’s What’s Next In Events eBook was focused on how Social Media would impact the Events Industry. And did it ever! There’s no doubt that social media provided organizers with new ways to connect with and engage attendees, created new revenue streams and at the same time put strains on already tapped-out budgets and resources, spawned new formats of meetings, conferences and education, and enabled planners to hear what people really thought about their events.
As planners become more entrenched in the tools and the strategies behind using them, many are recognizing a need to take an inward look at their organizations and events to deliver extraordinary experiences.
This year we have organized an incredible panel of 9 experts in their respective fields: