Lowe’s

How the top 10 US retailers use Pinterest

Pinterest is used by more than 21% of all American adults. This is up from 15% on the previous year.

This figure comes from the last study by Pew Research, which also states the even more incredible fact that one-third of all women in the USA use Pinterest.

Pinterest drove an unprecedented amount of traffic to retail sites in Q4 2013 achieving a 50% quarter-over-quarter increase in revenue-per-visit (RPV). In fact, Pinterest has overtaken Facebook for UK referral revenue and is expected to do the same in the USA this year.

Also, with the amount of Pinterest Pin it buttons overtaking the amount of Facebook Likes on product pages, retailers are realising that Pinterest is a key way to drive sales

Let’s take a look at how the top 10 US retailers (in terms of 2013 sales) use Pinterest.

How Lowe’s nails social media through Vine, Pinterest and Facebook

I’ve been feeling in a home improvement mood lately.

Perhaps just because it’s January, perhaps just because I like the way I look with a tool-belt strapped around my waist. Either way I’ll be growing a bristly moustache, keeping an assortment of spare nails in a coffee cup and seeking out US home improvement store Lowe’s for all my hammering and buzzsawing needs.

This article will take a look at how the almost 70-year-old hardware chain has recently made tremendous strides in its social media reach by treating social media not as a single entity, but by realising that audiences use different channels for different reasons and tailoring its content accordingly.

So pour some three-day old coffee into a cup that’s never been cleaned, pop your squared off pencil behind your ear and let’s begin.

Top US buzz brands of 2013

Here are the top 25 US brands of 2013, according to YouGov’s BrandIndex.

This is based on brand perception, acquired by conducting approximately 2.5m interviews a year and asking the question “If you’ve heard anything about the brand in the last two weeks through advertising, news or word of mouth, was it positive or negative?”

It seems the most popular brand of 2013 in terms of positive regard is Amazon.com, which has overtaken Ford as America’s corporate sweetheart.

Five examples of brands that are nailing Pinterest

As of September 2013, three year-old social site Pinterest has over 70m users, and according to a study by Shareaholic, Pinterest is driving more traffic to publishers than Twitter, LinkedIn, Reddit and Google+ combined.

There are also many instances where Pinterest has driven more sales than Facebook, which currently sits atop the social media mountain, so it’s clear to that Pinterest is an integral social media channel for retail brands.

It’s very easy for a brand to simply set up a few boards, pin some pretty pictures of their own products, achieve a few hundred thousand followers, dust their hands and walk away.

So which brands are doing something more than that and creating a deeper engagement via Pinterest?

How the top 10 US retailers use Pinterest

Pinterest is no longer the darling of the social media world, but its relationship with brands has become cosier recently with the launch of its business pages and new updates that enable companies to show product information on their pins.

The power of Pinterest as a tool for driving traffic and sales is an issue we’ve investigated extensively on the blog, as well publishing a Best Practice Guide on the subject.

However some brands remain unconvinced and either don’t have an account on the social network or give their pages limited attention.

So to find out who is yet to jump on the bandwagon, here is a look at how the top 10 US retailers use Pinterest…