Month: November 2020

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How to use Pinterest in your company's Digital Marketing strategy

Pinterest

Pinterest is a social network that makes it possible to share, discover and save ideas. When browsing the internet or using pins – the name given to publications on the network –, users can find inspiration and create folders that bring together various references on subjects of interest. Although it was created in 2010 as a social network, the company positions itself as the world's first visual search engine. 

Read too: How to create a relevant profile for your business on Instagram

Betting on Pinterest in the Digital Marketing strategy is a way to make content available and create references for a website or online store, which can be found by more than 300 million users. There are more than 100 billion ideas available on the social network.

The platform allows users to share, manage and search images in different categories, such as travel, fashion, makeup, movies, decoration, among others. By sharing inspiring ideas and interacting with users, brands can be discovered by new audiences, strengthen the relationship with them and direct them to the company's website. 

In addition, these inspirations can influence the purchase decisions of consumers who are willing to purchase what they find on the platform. Research shows that 84% of users use Pinterest when deciding what to buy; 98% tried something they found on the network; 77% discovered new products or brands on the platform.

How to use Pinterest's top features for businesses?

Since its inception, the social network has added many features that make the user experience richer, especially for brands that have more and more resources to do business on the network. 

Save button for websites

One of the ways to feed Pinterest with branded posts is to get users to do so, as they can save images from the site directly to the platform. To encourage this action, the network offers the Save button for sites. When installing it, it will appear on all images on the site, so users can click on them and save them. 

Pinterest

Rich pins (advanced pins)

Rich pins bring richer information about the images, which go beyond the caption, title and link existing in common pins. This is done through metadata that must be placed on the website or e-commerce and validated with Pinterest, so that any user who saves that image will automatically take the metadata information to the platform.

Rich pins are free and only available for business accounts. Additionally, there are four types of rich pins: 

  • Product Pins: Include price, real-time availability, and purchase link.
  • Recipe Pins: inform ingredients, cooking time and portions;
  • Article Pins: show title, author, and a snippet of text;
  • App Pins: Include a button to install.

Shop the Look

Shop the Look is a social network initiative to further encourage purchases on the platform. They are represented by white dots in the image. Through it, the user who likes a product in the image can click on it and be automatically directed to the purchase link.

To add them, the brand needs to have a business account, so when creating the pin, you can click on the tag icon to tag the products in the image, add the destination link and a photo of the product itself.

Pincode

It is a customized code – similar to a QR Code – that carries information about the social network. When scanned by the Pinterest app, the user can be directed to the profile or a certain board of the brand. This code can be placed on printed materials such as business cards, folders or packaging. This feature is available for both personal and business counts.

Pinterest Lens

This tool, known as “camera search”, allows the user to search the network for objects found in the physical world. It's simple, just aim the camera at the desired object and the platform will show similar references.

Read too: How to use Facebook for your business

Pinterest Analytics: How to track statistics?

Pinterest offers, exclusively for business accounts, a data analysis tool known as Pinterest Analytics. In this tool, you can get an overview of the account with metrics such as engagements, impressions, close ups, link clicks, total audience, saved pins and engaged audience. In addition, it is possible to view the main pins of the account according to these metrics. 

In Pinterest Analytics it is also possible to better understand the audience of the platform. The tool brings gender, age, location and devices used by users.  

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Alliance Comunicação joins the Global Compact Brazil Network

Alliance Comunicação

Alliance Comunicação has just joined Rede Brasil do Pacto Global, a United Nations (UN) initiative to mobilize the business community to adopt and promote, in its business practices, Ten Principles universally accepted in the areas of human rights, work, environment environment and combating corruption. With the creation of the Sustainable Development Goals (SDGs), the Global Compact also assumed the mission of engaging the private sector in this new agenda.

Read too: New normal: what the pandemic brought differently to the daily lives of people and brands

Faced with global challenges, it is increasingly important for companies to position themselves in relation to sustainability and social responsibility actions. For this reason, Alliance works to support companies in defining strategies and awareness processes, public engagement through actions focused on influence, relationship and communication. Among these processes are:

  • cause marketing: in line with sustainability and social responsibility, cause marketing works with a focus on brand reputation, positioning them as citizens and more aware. 
  • Annual Sustainability Report: more than reporting the company's results and initiatives, this report is a portrait of everything that was accomplished by human capital, by people, which brings the year-to-year evolution of values, attributes and achievements. 
  • Projects based on the SDGs: the Sustainable Development Goals (SDGs) list priorities focused on global sustainable development for 2030 and, to support companies in their initiatives, it is important to consider the strategic support of communication actions, whether with the internal or external public. 
Pacto Global

What are the 10 principles followed by the Global Compact?

The 10 principles were born with the Global Compact, in 2000, and are based on the Universal Declaration of Human Rights, the International Labor Organization on Fundamental Principles and Rights at Work, the Rio Declaration on Environment and Development and the United Nations Convention Against Corruption. Are they:

  • Businesses must support and respect the protection of internationally recognized human rights;
  • Ensure your non-participation in violations of these rights;
  • Businesses should support freedom of association and the effective recognition of the right to collective bargaining;
  • The elimination of all forms of forced or compulsory labor;
  • The effective abolition of child labor;
  • Eliminate employment discrimination;
  • Businesses should support a precautionary approach to environmental challenges;
  • Develop initiatives to promote greater environmental responsibility;
  • Encourage the development and dissemination of environmentally friendly technologies;
  • Businesses must fight corruption in all its forms, including extortion and bribery.

Read too: Inclusive marketing merges innovation with a more human experience

What is the Global Compact?

Created in 2000, the Global Compact was conceived by former UN Secretary General Kofi Annan and gives members access to tools that will contribute to expanding the company's involvement with sustainability issues and discussions in the area. It also enables participation in local and international programs, including thematic groups that conduct projects in the areas of Water, Food and Agriculture, Anti-Corruption, Human Rights and Labor, Energy and Climate and SDGs. With more than 15 thousand participants in almost 170 countries, the initiative has more than 1000 members in Brazil, a country that has the third largest network in the world.

As a member of the Global Compact, we committed ourselves to annually reporting our progress in relation to the 10 principles. Thus, the initiative encourages the constant evolution of internal sustainability practices. Companies that want to take part can find more information at www.pactoglobal.org.br

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WhatsApp launches in-app purchase button

WhatsApp launched this Tuesday – November 10th – a new buy button for business accounts, available worldwide. The main objective of the functionality is to improve communication between customers and companies, facilitating access to the catalog of available items. The novelty will be made through an update on WhatsApp Business accounts, where consumers will be able to interact with companies when purchasing a product. 

Read too: Black Friday 2020: choose the best strategy to succeed on digital

According to representatives of the application, the resource will help people to find a company's catalog and know what services and products it offers, in addition to starting a conversation about the item of interest with just one touch, which was previously only possible accessing the brand profile.

WhatsApp: shopping button

The new purchase button will be available where the voice call option was, that is, in the upper right corner next to the add contact and options buttons. The role will be represented by an icon that resembles a storefront.

This is yet another application initiative to make the platform a business option and not just a communication option. Recently, WhatsApp brought the option for users to complete purchases directly in conversations, in addition to expanding the ways in which people can check out the products available. 

Read too: Networks and Social Media: when to use each term?

whatsapp business

According to the company, more than 175 million people exchange messages daily through WhatsApp Business, and more than 40 million access a business catalog every month, with more than 13 million in Brazil alone. 

In addition, a recent Accenture survey showed that 83% of Brazilian adults are more willing to buy from companies that use messaging applications than from companies that do not have this type of tool.