How Pinterest Piqued the Web's Interest
If you’re tapped into the latest marketing trends (and if you’re reading our Social Media blog, we certainly hope you are) you’ve likely heard about Pinterest—the latest social sharing site to hold our browsers hostage.
The premise of Pinterest is amazingly simple: it operates as a pinboard-esque photo sharing social media site.
Users simply put a digital pin in media items (most often photos, but also videos, web discussions and other visual items) they find interesting. Those pins are grouped into “boards” on the user’s Pinterest profile, which can be accessed by the public, shared with specific fellow users as well as posted to connected Facebook or Twitter feeds.
Pinterest says its mission is to “connect everyone in the world through the ‘things’ they find interesting.” That’s the basis of the modern social media site, right?
But Pinterest took a leap into unmarked and unencumbered territory by removing most of the wordy features (and ads) we’ve come to associate with other sites like Facebook, Google+ and even Twitter.
So users don’t go to Pinterest for status updates, news, games or hashtag trends. Up until recently, they didn’t go there to connect with brands, either.
But during a six month period at the end of 2011 and beginning of 2012, Pinterest grew a remarkable 4,000 percent. It’s undoubtedly the Internet’s fastest growing social media site and its swift success has made it a trendy resource for individuals and brands alike.
It’s not exactly new-new, though. Pinterest has been around for two years. Like Google+ (which actually debuted six months later), when Pinterest first launched, it was an invitation-only beta site. Unlike Google+, Pinterest is stacking up highly active users who still must request an invite from the site or receive one from a friend. It’s like the ultra-chic club that started out kind of underground, but stayed hip even after everyone found out about it. People don’t even mind having to wait a bit to get in.
There are a slew of reasons why it has been successful, but what has been most valuable to businesses is the power it gives users to essentially build a wish list of e-commerce desirables and share it with their friends with a single click. Content is being shared across Pinterest at insanely rapid rates as you read this sentence.
Whole Foods, Martha Stewart, Real Simple, Etsy, Bergdorf Goodman, HGTV and the Perfect Palette wedding blog are rank among the site’s most followed brands. At the time this article was published, Etsy held the number two spot with more than 55,155 followers but was completely dwarfed by Perfect Palette, which boasts more than 240,000 followers.
(Considering Pinterest’s remarkable growth and trend shifts within the last few months alone, we expect these numbers and rankings to be shaken up at any moment.)
Now, you may have noticed that all the aforementioned brands have a couple of things in common: they primarily target women and they specialize in things that are visually appealing and covetable, yet attainable.
Pinterest has been called “fantasy football for girls”—a designation we might ordinarily think was sexist, but it turns out that 80 percent of the site’s users are actually female.
It won’t be beneficial for all brands to put significant time into Pinterest. A variety of factors need to be weighed when considering what your brand should do about it, including demographics, available content and your brand voice’s potential role in the conversation.
If, after looking at the available stats conveniently scattered throughout this article, you find that your business has an audience on Pinterest, by all means, get an invite, create a profile and get to pinning!
Promoting Your Products with Pinterest:
Intelliwave SiteSense boosts APTIM material tracking
“We’ve been engaged with the APTIM team since early 2019 providing SiteSense, our mobile construction SaaS solution, for their maintenance and construction projects, allowing them to track materials and equipment, and manage inventory.
We have been working with the APTIM team to standardize material tracking processes and procedures, ultimately with the goal of reducing the amount of time spent looking for materials. Industry studies show that better management of materials can lead to a 16% increase in craft labour productivity.
Everyone knows construction is one of the oldest industries but it’s one of the least tech driven comparatively. About 95% of Engineering and Construction data captured goes unused, 13% of working hours are spent looking for data and around 30% of companies have applications that don’t integrate.
With APTIM, we’re looking at early risk detection, through predictive analysis and forecasting of material constraints, integrating with the ecosystem of software platforms and reporting on real-time data with a ‘field-first’ focus – through initiatives like the Digital Foreman. The APTIM team has seen great wins in the field, utilising bar-code technology, to check in thousands of material items quickly compared to manual methods.
There are three key areas when it comes to successful Materials Management in the software sector – culture, technology, and vendor engagement.
Given the state of world affairs, access to data needs to be off site via the cloud to support remote working conditions, providing a ‘single source of truth’ accessed by many parties; the tech sector is always growing, so companies need faster and more reliable access to this cloud data; digital supply chain initiatives engage vendors a lot earlier in the process to drive collaboration and to engage with their clients, which gives more assurance as there is more emphasis on automating data capture.
It’s been a challenging period with the pandemic, particularly for the supply chain. Look what happened in the Suez Canal – things can suddenly impact material costs and availability, and you really have to be more efficient to survive and succeed. Virtual system access can solve some issues and you need to look at data access in a wider net.
Solving problems comes down to better visibility, and proactively solving issues with vendors and enabling construction teams to execute their work. The biggest cause of delays is not being able to provide teams with what they need.
On average 2% of materials are lost or re-ordered, which only factors in the material cost, what is not captured is the duplicated effort of procurement, vendor and shipping costs, all of which have an environmental impact.
As things start to stabilise, APTIM continues to utilize SiteSense to boost efficiencies and solve productivity issues proactively. Integrating with 3D/4D modelling is just the precipice of what we can do. Access to data can help you firm up bids to win work, to make better cost estimates, and AI and ML are the next phase, providing an eco-system of tools.
A key focus for Intelliwave and APTIM is to increase the availability of data, whether it’s creating a data warehouse for visualisations or increasing integrations to provide additional value. We want to move to a more of an enterprise usage phase – up to now it’s been project based – so more people can access data in real time.