Saturday, June 9, 2012

How Sony uses Pinterest to drive traffic

Yesterday at Blogworld, Callan Green from Sony Electronics presented Sony's new Pinterest strategy and highlighted how businesses can get started in this growing space.
When you are preparing for the launch of this kind of strategy, it's helpful for your team to begin by using the platform personally. Next, it's important to research existing brand pins in the community. When Sony searched Pinterest, they found a lot of gadgets as they expected but they also found a lot of old school products and pictures of fan made products such as Sony walkman shaped cakes.
By knowing what fans wanted, this allowed the Sony team to plan its potential boards and analyze the assets they already had in its Flickr community, in house and in its archives. 

Soft launch to full launch

Next, Sony had a soft launch that lasted for three months that allowed them to test its content and grow its audience. By testing which type of pins work as well as frequency and timing of posts, Sony were able to develop a strategy to move forward with.
As well as monitoring, measuring and reporting on the results of its Pinterest soft launch, the social media team inspired the company pre hard launch by running an internal Pinterest competition. Employees were asked to make pin boards of what Sony meant to them.
This helped get things moving internally, the social team now had more content for launch and it helped them get a Pin It button put on the site.
At launch, Sony utilized other channels to promote its Pinterest channel. The team also increased pin frequency to 4 pins a day and board creation to keep momentum going.
To maintain the growth of its Pinterest boards, Sony continues to promote them via emails, social channels and through outreach to media and bloggers though as its audience grows, most of the interest comes from the Pinterest community itself and as new people join they are discovering Sony there.
The social media team has also started to create content designed for Sony's fans and one of its images of a heart made of Sony products, is one of its top pins now.

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