By Liam Dowd - August 19th, 2014

Our roundup of this week's key happenings in the world of corporate social media

Pinterest analytics

As Pinterest has rapidly evolved its platform it has become abundantly clear that visual marketing and buying are key commercial spaces that all corporations should be exploiting. The latest report from Brandwatch offers some timely insights into how this platform has developed, and how brands can leverage the massive opportunities it offers.

Some the report’s key findings include:

  • Pinterest users make mad cash, with 28% earning more than $100,000 a year.
  • Pinterest drives 7.10% of web traffic that sites receive, more than Reddit or Twitter.
  • 69% of online consumers who visit Pinterest have found an item that they’ve then purchased, or intended to.

Pinterest

Product and corporate brands

A recent event offered a keen insight into how product and corporate brands are different, and how those corporations that understand the differences flourish.

Anand Halve, co-founder, Chlorophyll, introduced the panellists and provided a background to the subject of discussion.

“In times gone by, there was a clear difference between product brands and corporate brands. Product brands were the entities that the customer dealt with. Corporate brand was the entity that stock analysts and investors dealt with. But as the world grows more transparent and the customer becomes aware of the corporate entity and investors become aware of what the product is doing, the walls between corporate and product brands begin to break down.

“When this happens it is important to understand what is at the core that defines this entity itself and that becomes a guiding principle for everything a company does. This implies that brand management is far too important to be left to brand managers.”

Of course a major component of brand management today is how the brand is perceived within the social space. Successful corporations then are those that clearly understand what branding means in specific contexts, and can leverage that understanding across social media networks to communicate the brand values – corporate or product – to target audiences.

Should you Snapchat?

To snap, or not to snap that is the question many brands and marketers are currently asking. Snapchat has been around since 2011 but the direct messaging app is suddenly grabbing marketers’ attention thanks to their heavy-hitting stats: 30 million users, 80% of which are between 18 and 25 years of age.  In their 2014 marketing deck, Snapchat claims users send over 700 million photos and videos on a daily basis.

A new infographic from Flightpath offers an easy decision-making process if your corporation has been considering how Snapchat could fit into its social media communications strategy.

Snapchat-marketing

Vine commercials

HP has become one of the first corporate brands to really leverage the power that Vine has to offer.

Creating a 30-second ad completely out of Vine videos, HP has shown how powerful this platform can be. Designed by Niche, co-founder Darren Lachtman said: "More and more, marketers are relying on the wisdom of the crowd to allocate their budgets. It's no longer a one-way trajectory from advertisers to consumers," Lachtman told Business Insider. "Increasingly, brands and platforms and influential creators are working in tandem and in real time to deliver consumable advertising for a savvy audience."

The creative use of Vine illustrates that engaging content can be created from social media components that speak to their intended audience. Released onto YouTube on the 11th of August, the video ad has so has received over 21,000 views.

Until next time….

The Useful Social Media team.

Next Reads

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