Pinterest is one of the fastest growing social sites in the world, riding high on our never-ending enthusiasm for sharing images and photos. The site is popular with women and is dominated by personalities and FMCG/retail brand pages, which tend to lend themselves to image-based content.
With low barriers to entry, and potentially great exposure with relatively little effort, there is still scope for corporates to get involved and build some recognition and advocacy around their content.
There is a whole lot more that corporates can be doing with the mountain of information, history, insights and images that most of them hold. Here are some that are already spending time and energy posting (with varying degrees of success!), and the approaches they’re taking:
1 – Thought Leadership
Pinterest is the social site to go to (along with Instagram) for those beautiful visual posts that are so easily and happily shared by the public. But the site also works for strong graphic images, and that can include corporate messaging – ideally the more visually appealing the better.
If you spin through the Pinterest site of PwC for instance, the global professional services organisation, you’ll find information on cyber security, reports on retail trends and more of their corporate insight displayed both as reports (with links) or as infographics. It’s a great space to curate and group your internal and external content for easy dissemination and sharing.
2 – The human side of your business
Pinterest is a great showcase for businesses to demonstrate the culture of an organisation. Assuming they have some good stuff going on, this is a ‘softer’, easily accessible platform for staff (or comms teams) to publicise what they love about an organisation – and to showcase events.
Professional services firm Ernst & Young has focused on this on its boards, as well as a swathe of high quality, infographic content. I’m not entirely sure what this post says as my Finnish is a little rusty, but I suspect it’s trying to tell me that EY is a great place to work.
3 – Corporate reputation and social responsibility
Another global professional services firm making headway with its Pinterest content is Ernst Young, which – as well as the ‘great place to work’ vibe, and the thought leadership approach – is promoting its work in the community and corporate social responsibility commitment. Events and work in the community give ample opportunity to take and share engaging, non-corporate images
4 – Insights
Building on the ‘thought leadership’ section, above, there is also the use of Pinterest for the aggregation and curation of thematic insight and data. This might not be developed by the organisation itself, but might touch on the broader interest of the company, or the aims of the organisation. If you look through Deloitte’s Netherlands site, they have taken the opportunity to pull together content focused on the broader themes of leadership, for instance, and – a very popular choice for many corporates on Pinterest – inspirational quotes. The World Economic Forum shares its memes from the Annual General Meeting in Davos that make arresting and shareable content.
5 – B2B product case study/showcase
During my research I have also come across some neat B2B case studies from design and architectural companies, showcasing their portfolios of work. This seems like a straightforward and effective way for suppliers or companies to showcase innovative or powerful work – and can work for anyone from a lawyer (I am imagining a quote or a short, sharp meme-style case study, potentially built on something as simple as PowerPoint) to a construction company or accountancy firm. Here’s one example from furniture company PCF Australia, using Pinterest to showcase the work the company has done withCommonwealth Bank of Australia.
Customers, clients and the public often enjoy understanding what happens behind the scenes of a company. From a communications perspective, delivering stories of behind the scenes activity is simple and easily achieved. It enables a brand or company to create a more ‘textured’, authentic reputation for itself. It’s also a way to build a relationship with your audience, and, in the long term, building advocacy that encourages all these audiences – B2B or B2C – to share and recommend your organisation. Here’s a nice example from Maersk.
7 – Idiosyncratic brand stuff
This may not work for the more ‘straight’ corporates out there, but for Microsoft, Pinterest is another great platform to have some fun with its brand. It may well be that other organisations have got idiosyncratic stories to tell – in which case consider telling them on Pinterest… perhaps you work in an area of outstanding natural beauty with deer walking past the window? Perhaps your company café has the most outstanding barista who makes art with coffee? These snippets of everyday corporate life really can bring a brand or “dull corporate” alive.
Gay Flashman runs Formative, a UK-based content marketing agency helping businesses tell corporate stories. Formative creates compelling, intelligent content for our clients – everything from long-form insight & thought leadership, to infographics, memes, videos and webinars.