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Thursday, 26 April 2012 13:14

Is Pinterest Right for Group Marketing?

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Pinterest is the fastest growing social network today. According to HubSpot, it’s rated as the number-five social networking site and ranks ahead of LinkedIn and Google+. This statistic alone is making marketers dive in and find ways to use it for promotional purposes. While this may be difficult for some industries, it’s easier for tourism professionals. Why? Pinterest is a site designed to share your tastes, interests, and desires with imagery and video. And, destination marketing is best shared through just that.

Getting started and using any social networking site is the first step. Fargo/Moorhead CVB has been using Pinterest for the last four months.

Danella Myers, marketing coordinator, says, “It does not take more than an afternoon to get an account up and running and start to establish a presence.” 

For those of us who question whether it’s another site to manage, she says, “It's not quite as time consuming as Facebook or other social media platforms.”

Brian Matson, Fargo/Moorhead’s director of marketing, sees Pinterest as a great tool that can give visitors a “wow” factor right from their computer. I had a chance to ask him a few specific questions and here’s what he had to say:

Q: How did you determine which boards to create on your Pinterest page?

A: We have general boards that appeal to travelers, like dining, shopping, and events. But we’ve also used it to highlight niche markets in our community, like golf, weddings, and meetings. This site is easy to use, laid out well, and as destination marketers, we know that a picture is worth a thousand words.

Q: From a technology perspective, what type of commitment was it to integrate this with your site?

A: There has been minimal, if any, financial commitment other than the time we spend on it. Pinterest has the tools you need to simply integrate the components with your site. The next step for us is to embed the “pin it” button on all our photos in our site, making it easy to share right from our website, which is also a minimal commitment as well.

Q: How are you tracking the ROI from using this site?

A: It’s definitely too early to determine the ROI, but I will be looking for referrals on our web statistics. The biggest thing I’m looking at is potentially a financial savings. One real possibility is to pull out our existing photo gallery and embed our Pinterest page as our gallery.

Q: What advice would you give other group travel destinations that are considering creating a Pinterest page?

A: There’s no reason at this point not to create an account. The amount of time and money needed is minimal, and the alternative can potentially save you money. In addition, this site allows you to engage your visitors and keep them in your communication channel.

The number of Pinterest users is growing daily, and the site is a dominant player in the social networking community. For many, this site can be a wonderful tool in helping you market your group travel destination.

Read 3518 times Last modified on Thursday, 26 April 2012 13:22
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Serendipity Media, LLC • 535 Cascade West Pkwy • Grand Rapids • MI • 49546

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