The Big List Blog
Whole Foods Market social media case study — Live from the Brands-Only Summit
2:51 — Natanya: We use Pinterest for lifestyle and brand promotion. We don’t have an eCommerce presence. We have a brand social presence focused on lifestyle.
2:52 — Natanya: Our Pinterest Parthenon: We start with a philosophy called “lifestyle-centric curation” (It’s not all about us). We bring the best ideas from all over the internet.
- Collaboration (inside and outside of the company),
- sharable imagery (content designed to be shared with Pinterest in mind),
- customer engagement,
- marketing integrations,
- and accountability (measure and optimize).
2:53 — Natanya share their lifestyle-centric curation strategy: We start with customer passions and needs, then brand core values. The goal is collectible inspiration.
2:55 — Natanya: Our boards: Who wants dinner, How Does Your Garden Grow, Super HOT Kitchens, We’re Used to Reusing!, Go Go Gadgets! — We think in broad strokes
2:57 — Natanya: Collaboration: Who (internal partners, influencers, and third-party partners) and why (share the load, tapestry of passions, larger reach, and a richer overall experience)
2:58 — Natanya says they get more traffic through Pinterest than Twitter.
2:59 — Natanya: Sharable imagery: How do we tell stories for each channel? We’ve had some fits and starts. Honey bees, how to make roasted sweet potato salad, this spring – fail – spring etiquette cards – lesson learned: we need photos.
3:00 — Natanya: Cafe Ubuntu: We tried to tell the story in infographic style. But here’s the takeaway: It’s hard to get people to pay attention when you’re telling a complicated story.
3:04 — Natanya says that in the future they look forward to in-store integration and deeper web integration.
3:05 — Natanya: Measuring success: Our 2014 priority is optimizing Pinterest efforts and learning how they inform other areas of interest.
3:07 — Natanya: What’s next? We’re looking into location-based pins. Pinterest is key for our business.
Q & A:
Q: What are your business objectives for Pinterest?
A: Natanya: Awareness and being a massive website driver (Pinterest is a way to peak interest).
Q: Has this changed your approach to other channels?
A: Natanya: For now, no big changes, but the visual aspects of Pinterest are making us think about increasing visuals on Facebook.
Q: What does success look like for you?
A: Natanya: I’m not too concerned about numbers. Pinterest followers are more engaged and create more opportunity. Right now, Pinterest is driving more traffic than Twitter.
Q: How do you balance brand and local strategies?
A: Natanya: Brand and local work differently. At a brand level, we focus on lifestyle, such as GMOs, and at a local level, local products, sales, and team members.
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