Retail Fashion Brands On Pinterest [Infographic]



Retailers are quickly adapting to new social sites such as Pinterest. In fact, through the use of curated content, retailers are relying on word of mouth to help build on brand awareness. Although L.L. Bean has collected the largest number of followers on Pinterest — due to the Pinterest recommended follow button — other retailers were able to generate buzz within the Pinterest-sphere: Anthropologie received 310,000 brand mentions; Urban Outfitters reached 305,000 brand mentions; and Gap received 172,000 brand mentions.

Anthropologie also was able to engage with pinners by offering relevant pins, which resulted in close to 70% of Anthropologie pins being repinned more than 100 times.

This infographic, courtesy of Pin League, shares the results of a 2012 Q4 Pinterest study and offers retailers tips on how to effectively engage with consumers via the social network.

Who’s Driving Shopping Traffic For Retail Sites? [Infographic]



With the help of peer reviews and sharing capabilities on social media sites, consumers can offer online retailers feedback on which products are “hot.” Facebook users are more likely to share content from a retailer’s site with their peers and engage in same-session sales conversion.

Although retailers engage with Facebook more than other social media sites, they have increased interest in Pinterest in 2012, according to recent research findings. This infographic, courtesy of RichRelevance, compares the amount of web site traffic retailers receive via Facebook, Pinterest and Twitter.

The Secret To Social Media Success: Tap Into Your Inner Shopper By Alicia Fiorletta Many publications and organizations are striving to “crack the social code,” and share the secrets to success with peers and even competitors. As a loud and proud member of Generation Y, the idea that some find social media to be a daunting task is hard to comprehend. I am what people call a “social junkie:” I thrive on sharing my newest articles, thoughts and feelings, as well as pop culture critiques across Facebook and Twitter. I also enjoy taking pictures of my favorite merchandise (and delicious food I eat!) and sharing them via Pinterest and Instagram. Since social media interaction and sharing is second nature to me, I still find it surprising that many retailers are struggling to develop winning strategies that drive one-to-one communication and engagement. Many retailers post on Facebook and Twitter, as well as other standard social behaviors, however, it is becoming more clear to them that there is far more to Facebook, Google+, Instagram, Pinterest and Twitter than “Liking” photos and comments, re-Tweeting a post, and adding someone to your social circle. Recently, I attended the 2012 SES Conference in New York City, which took place March 19-23, 2012. Although the event’s primary focus is search, competitive analysis, SEO and search engine marketing best practices, it is clear that the “cross-channel” concept is taking companies across industries by storm. Social media was the hot topic, though email and mobile were discussed. During his keynote presentation, Avinash Kaushik, Digital Evangelist for Google, spotlighted how organizations can maximize the success of digital marketing initiatives, as well as how brands can move past “shout marketing” to turn social information and content into actionable insights. I also was present at two panels focused on social networking. One session, titled “Social Media Solutions On A Budget,” provided organizations with messaging strategies and effective plans-to-action to drive social media success. But the presentation that really impacted me was: “The Psychology of Social Commerce (Do Not Be Afraid!).” Speakers included: Dana Todd, SVP of Marketing and Business Development, Performics; Chad Childress, Senior Consultant, Crown Partners; and Michael Mothner, Founder and CEO, Wpromote Inc. This panel did not explain how retailers can roll out Facebook storefronts and boost revenue by 500%. On the contrary, the session revealed how brands can drive communication, participation and, most importantly, action, across social networks. By creating a communication hub dedicated to their brands, retailers can drive advocacy and make the browsing and buying process a lot more fun! As readers may know, I’m a firm supporter of sites like Polyvore, which allow visitors to create their own outfits and buy merchandise at their leisure. Much to my surprise, Todd cited the site as one of the leaders in online merchandising. The “hands-on” experience that is provided on Pinterest and Polyvore turns the stagnant process of browsing and buying online to something far more engaging and enjoyable. I find myself being sucked into the screen and transformed into an editor at Vogue or Glamour, picking out the hottest trends for spring. This turns brands and shopping into an experience, rather than just completing another purchase. All panelists reaffirmed the importance of creating this memorable brand interaction. Childress recommended that retailers consider creating a Customer Experience Officer role for handling all facets of the customer interaction. Mothner also emphasized the power of social reviews and incorporating them into cross-channel strategies, as well as how including social sharing buttons on e-Commerce pages can create brand advocacy and spread digital word-of-mouth. As I listened to these in-depth presentations, it was extremely empowering for me to realize that I, as a consumer, actively participate in all behaviors mentioned. I re-pin items on Pinterest using the “Pin It!” button, share social sales and photographs of new purchases on Facebook and Instagram, and I tell my Twitter followers about positive and negative retail experiences. Today’s shoppers are in more control due to these sites. As a result, it is imperative for merchants to follow their target consumers and drill down into messaging and behaviors to better understand their consumers. My experience at SES has helped me generate the most powerful advice for retailers regarding social engagement: think like a consumer. Along with understanding target consumers and their behaviors, retailers also must dig deep and understand their social activities, and most importantly, what they expect from brands. The conversations and content will be able to grow from there organically. Follow Alicia on Twitter: @AliciaFiorletta
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The Secret To Social Media Success: Tap Into Your Inner Shopper

By Alicia Fiorletta

Many publications and organizations are striving to “crack the social code,” and share the secrets to success with peers and even competitors. As a loud and proud member of Generation Y, the idea that some find social media to be a daunting task is hard to comprehend. I am what people call a “social junkie:” I thrive on sharing my newest articles, thoughts and feelings, as well as pop culture critiques across Facebook and Twitter. I also enjoy taking pictures of my favorite merchandise (and delicious food I eat!) and sharing them via Pinterest and Instagram.

Since social media interaction and sharing is second nature to me, I still find it surprising that many retailers are struggling to develop winning strategies that drive one-to-one communication and engagement. Many retailers post on Facebook and Twitter, as well as other standard social behaviors, however, it is becoming more clear to them that there is far more to Facebook, Google+, Instagram, Pinterest and Twitter than “Liking” photos and comments, re-Tweeting a post, and adding someone to your social circle.

Recently, I attended the 2012 SES Conference in New York City, which took place March 19-23, 2012. Although the event’s primary focus is search, competitive analysis, SEO and search engine marketing best practices, it is clear that the “cross-channel” concept is taking companies across industries by storm. Social media was the hot topic, though email and mobile were discussed.

During his keynote presentation, Avinash Kaushik, Digital Evangelist for Google, spotlighted how organizations can maximize the success of digital marketing initiatives, as well as how brands can move past “shout marketing” to turn social information and content into actionable insights.

I also was present at two panels focused on social networking. One session, titled “Social Media Solutions On A Budget,” provided organizations with messaging strategies and effective plans-to-action to drive social media success. But the presentation that really impacted me was: “The Psychology of Social Commerce (Do Not Be Afraid!).” Speakers included: Dana Todd, SVP of Marketing and Business Development, Performics; Chad Childress, Senior Consultant, Crown Partners; and Michael Mothner, Founder and CEO, Wpromote Inc.

This panel did not explain how retailers can roll out Facebook storefronts and boost revenue by 500%. On the contrary, the session revealed how brands can drive communication, participation and, most importantly, action, across social networks. By creating a communication hub dedicated to their brands, retailers can drive advocacy and make the browsing and buying process a lot more fun!

As readers may know, I’m a firm supporter of sites like Polyvore, which allow visitors to create their own outfits and buy merchandise at their leisure. Much to my surprise, Todd cited the site as one of the leaders in online merchandising.

The “hands-on” experience that is provided on Pinterest and Polyvore turns the stagnant process of browsing and buying online to something far more engaging and enjoyable. I find myself being sucked into the screen and transformed into an editor at Vogue or Glamour, picking out the hottest trends for spring. This turns brands and shopping into an experience, rather than just completing another purchase.

All panelists reaffirmed the importance of creating this memorable brand interaction. Childress recommended that retailers consider creating a Customer Experience Officer role for handling all facets of the customer interaction. Mothner also emphasized the power of social reviews and incorporating them into cross-channel strategies, as well as how including social sharing buttons on e-Commerce pages can create brand advocacy and spread digital word-of-mouth.

As I listened to these in-depth presentations, it was extremely empowering for me to realize that I, as a consumer, actively participate in all behaviors mentioned. I re-pin items on Pinterest using the “Pin It!” button, share social sales and photographs of new purchases on Facebook and Instagram, and I tell my Twitter followers about positive and negative retail experiences. Today’s shoppers are in more control due to these sites. As a result, it is imperative for merchants to follow their target consumers and drill down into messaging and behaviors to better understand their consumers.

My experience at SES has helped me generate the most powerful advice for retailers regarding social engagement: think like a consumer. Along with understanding target consumers and their behaviors, retailers also must dig deep and understand their social activities, and most importantly, what they expect from brands. The conversations and content will be able to grow from there organically.

Follow Alicia on Twitter: @AliciaFiorletta

5 Digital Tools To Boost Your Brand In 2012 [Infographic]

Today’s savvy shoppers have access to a variety of digital shopping tools including digital coupons, Facebook storefronts, gamification and social bookmarking. Retailers utilizing these tools have reported an increase in loyal customers/brand ambassadors and a significant uptick in web site traffic. This infographic highlights five digital tools used by leading brands including Etsy, Oscar De La Renta and Starbucks.