by Mattr | Sep 30, 2014 | news
Fashion Week in Paris just wrapped up, and like fashion, Pinterest is a visual medium. That’s why 40 million people actively use this booming social network to get visual inspiration each month. So it’s no wonder fashion brands living on visual appeal are creating a Pinterest presence to garner people’s attention and showcase the full spectrum of their aesthetic. Kate Spade is a fantastic example. Each of the famous fashion label’s pinboards interprets the brand’s message in creative ways and demonstrates exactly what Kate Spade stands for. Although Pinterest isn’t limited to clothes, makeup, and jewelry, it’s an excellent place for fashion brands to interact with their fans in a richer, more authentic way — and build a brand presence that’s even more interactive. The Advantages of Going Pinterest Here’s an understatement: Pinterest is extremely popular among young women. In fact, 80 percent of its users are women. According to Pinterest, thousands of brands and businesses are using the social network to showcase their products and reach their customers where they’re already spending time. Here are a few reasons marketers and brands are choosing Pinterest as their social media platform of choice: It costs less. Acquiring a Pinterest follower only costs one cent to 50 cents, as opposed to 50 cents to $2.50 for Facebook. People buy more on Pinterest. On average, Pinterest shoppers spend nearly$170 per session, much more than Facebook shoppers (who spend $95 per session) and Twitter shoppers (who spend $70). Engagement is already high. Anthropologie and lululemon athletica have tracked engagement rates of 99 and 97 percent, respectively. Top fashion and retail brands are averaging 46 repins for each individual pin, which means people go to Pinterest to discover new fashion and repin...
by Mattr | Sep 23, 2014 | news
(Originally posted in Spin Sucks) For this year’s back-to-school season, TOMS launched a contest aimed at increasing visual engagement on Pinterest. #TOMS Give Back-to-School encouraged people to create a pinboard and pin their favorite outfits using only items found on the TOMS website. While primarily known for shoes, TOMS wanted people to see they could wear the brand from head to toe. To compete for the $500 TOMS gift certificate, pinners created a special board for the contest and tagged every pin with “#TOMS Give Back-to-School.” TOMS scored huge brand awareness and sales during the contest as pinners posted beautiful pictures that spread across their personal networks. The TOMS campaign shows the expanding influence of visual social media sites, and in the coming years, more brands will take part in this growing trend. Why Visual Social Media Takes the Cake Pinterest has more than 70 million users, which may not seem like a lot compared to the billions at Facebook, but, unlike users of other social media sites, Pinterest users become more active over time, not less. This makes sense when you think about the draw of pictures. The Internet is overloaded with text, with every company in the world creating text-heavy blog posts. With so much to read, people are looking for simpler media to consume. Pictures are processed more quickly and remembered longer. They can also tell your brand’s story more effectively than 1,000-word blog posts. (Hence: A picture is worth more than 1,000 words.) When it comes to social media, posts with images get 39 percent more engagement than other posts. And, in some inexplicable way,...
by Mattr | Sep 15, 2014 | news
The Unexpected is Amazing. Or Terrifying. What if your audience wasn’t what your research said it was six months ago? You already know Mattr is big on personality, giving you qualitative answers in 60 milliseconds instead of 60 days (or more). What if we went a step further and you knew if your audience was conservative or liberal, traditional or non-conformist, an early tech adopter, and even its degree of price sensitivity? We did. Imagine how much that information could impact your advertising, content and PR strategies, especially in real time advertising. In short, surprises are awesome–so long as you’re prepared. Now you can see it in real time Today we announced the Values-Based Social Segmentation expansion of Mattr. We’ve been working hard on this for quite a while and are now happy to say we can provide you with the qualitative information on audiences you’ve long been seeking. With this insight, you can increase brand awareness, consideration / engagement, and conversion. Using personality traits, STEEP values (social, technological, environmental, economic and political), interests and demographics, you can now create multi-layered personas of your brand’s audience so you can target segments more effectively and align your brand personality and values with a specific audience. Oh, and again, we can give you this information in milliseconds as compared to the weeks required to get it using traditional research models. Think about some of the ways this data could benefit you: Better content – whether it’s owned, earned or paid content, having an understanding of your audience’s personality and mindset can enable you to create better content that resonates with them...
by Mattr | Sep 10, 2014 | news
Twitter’s shaking up the news feed, ostensibly to make on-boarding easier and to make finding relevant tweets easier. But content marketers are cringing at the Facebook-like model change that might follow. Bay Area startups know all about iterative releases – baby steps, in effect, that roll out small changes frequently. So why are they dead set on a wholesale news feed change? From a content marketer’s point of view, we’re all struggling to find an effective Twitter advertising strategy. Brands big and small are fretting over what to tweet or post, and real-time marketing has become a reality way too fast for some. So how can Twitter do what we know it needs to do–increase engagement–without yoinking our noses too far out of joint? #WSTD: What Should Twitter Do? The most recent update to Twitter was disappointingly aesthetic. From a usability standpoint, Twitter has significantly reduced the size of and moved the tweet text box, lowering that activity’s weight on the page. And, by adding an icon action to enter a tweet on the top right corner, they’ve increased the call to action a bit, but it’s still not nearly as visually heavy as it was before. Instead of focusing on aesthetics, Twitter knows it needs to design an interface that’s conducive to engagement, not just finding new people to follow. More and more, marketers want to see the potential for results from Twitter, not a dilution of their strategies. They want a bona fide brand page with usage metrics — not simply a verified account. They want promoted tweets that are hyper-focused, not open to any and every user and barely used....
