News

Using Pinterest to engage employees from the C-suite to the sales floor

BY CSA STAFF

By Elizabeth Cogswell Baskin, [email protected]

Retailers are flocking to the visually enticing Pinterest site to engage with consumers. But the site can also be a powerful driver to engage employees.

Why is Pinterest suddenly such a big deal? For one thing, it’s exploding with growth. In September of last year, they had less than 2 million users. Now, it has 20 million users or more.

The visual nature of the site is a natural for retailers with product to show. It’s also a completely fresh approach to social networking. By creating a collection of images on boards with themes like “Crafts I Can Do,” “Products I Love,” “Dream Wedding” and “Chocolate Desserts,” users promote the things that inspire and intrigue them.

Where do they find these images? Occasionally from their own photos, but more often they find things on another website or “re-pin” images other users have pinned to their own boards. This means some early-adopter retailers, from Michaels to Nordstrom, are reporting more traffic to their websites from Pinterest than any other referral source.

There are numerous ways the site can be used to build engagement among employees, not just to connect sales people from store to store, but also between those at corporate with employees in the field.

The brands that will most easily be able to do this are the ones with a strong affinity between employees and customers, so that both groups are made up of people with similar interests. Some examples would be a women’s apparel brand that markets to young professionals with employees who also tend to be young professionally minded women; or a triathlon chain staffed largely by tri-sport enthusiasts; or a pet supply company that employs animal lovers.

One caveat is that the brand must have a high comfort level with transparency between employees and customers. People love to buy from people they know, and Pinterest allows your employees to become real people – ambassadors – to your potential customers. But it’s a public site, with no way currently to keep any board private or restricted to only certain users.

Here’s how an employee engagement initiative on Pinterest might work with each of the examples above:

Women’s apparel
Start with a focused campaign of internal communications to encourage employees to create their own Pinterest boards pinning company products. You might “gamify” it by suggesting a different theme each month with the best boards winning a prizeor discount.

The themed board for July might be “Best Ways To Show Off Your Tan,” with employees pinning the brand’s new short shorts, strappy sandals, and halter dresses. August might be Prettiest Pale Neutrals, with employees creating boards of their favorite clothing in white, cream and camel. Of course, these boards might also include other images not available at the store, like a perfect white peony in a clear glass vase or a long stretch of sandy beach on Prettiest Pale Neutrals. That’s even better, because it makes the boards more than just a way to hawk your products; they become more akin to third-party endorsements, which are powerful influencers for potential customers.

This Pinterest program is a great way for the C-level people to build relationships with the rank and file, by humanizing themselves and letting employees get to know them a little. A sales associate in Des Moines might feel a new connection to the CEO when she discovers that they pinned the same pale lemon chiffon scarf. Next, she might re-pin the CEO’s image of a perfect neutral pump. Or the national sales manager might follow the boards of a number of sales associates and give them a thrill when she re-pins the puffy jacket from an associate’s “Prettiest Ways To Stay Warm” board.

At the same time, employees gain celebrity-like status with customers on Pinterest. Some could even gain a significant following of customers who admire their tasteful selections. There’s also a gamification aspect there, in recognition of those employees who attract the most followers.

Using existing internal communications vehicles, from the intranet to the company magazine, the best employee boards can be spotlighted, both to acknowledge the creator and build enthusiasm within the employee population. Further, it’s a cross-promotion that will convert more folks to Pinterest, which has the potential to influence more folks – exponentially – than your existing channels.

Eventually, this program creates a great deal of visibility for your products, brings your employees closer – regardless of geography or job title – and builds highly engaged brand ambassadors.

Outdoor goods
This is a great example of the sort of niche passion that can be fueled on Pinterest. As in the example above, an internal communications campaign promotes the program, showcases results and recognizes those who use Pinterest best.

Some possibilities for boards would include not just equipment (“Best Wetsuits for Ocean Swims” and “Dream Bikes for Ironman Races”) but also training tips (“Favorite Locations for Long Runs” and “Best Post-Training Snacks”) and cities in which upcoming races are to be held (“Best Post-Race Waffles” and “Photos of Biggest Hills on Course”). Because each image pinned includes space for written notes, employees can rave about special features of a bike or a running shoe, give the recipe for their homemade power shake or describe where in the course that monster hill appears.

Again, this program makes employees celebrity mentors for their customers, builds bonds between employees across locations and rank (from the C-suite down and back up again) and engages employees by building their personal involvement in the sport and the business.

Pet supplies
There are plenty of potential themes for boards here. Product-focused boards (“Best Dog Toys for Heavy Chewers” and “Aquarium Problem Solvers”) but also some that showcase employee pets (“Dog & Owner Lookalikes” and “Best Dog Halloween Costumes”). There could even be “How To” boards, such as “Outdoor Turtle Ponds” with employees photos and instructions for ponds they’ve built at home.

Once again, the idea is to make the employees subject-matter experts and to promote sharing between peers in different stores and between field employees and corporate. The result is more highly engaged employees, with the potential by-product of consumer engagement.

Elizabeth Cogswell Baskin is president and CEO of Tribe, an internal communications agency that works with national and global clients. She is the author of several books, including the Amazon Top 1000 Bestseller “How to Run Your Business Like a Girl; Successful Strategies from Entrepreneurial Women Who Made It Happen.” She blogs at Goodcompanyblog.com and can be reached at [email protected].

keyboard_arrow_downCOMMENTS

Leave a Reply

A.Asdasdas says:
Apr-25-2013 03:15 pm

I read that Post and got it
I read that Post and got it fine and informative. Please share more like that... garcinia cambogia hca

A.Asdasdas says:
Apr-25-2013 03:15 pm

I read that Post and got it fine and informative. Please share more like that... garcinia cambogia hca

Troy55 says:
Apr-24-2013 03:31 pm

Great Article it its really
Great Article it its really informative and innovative keep us posted with new updates. its was really valuable. thanks a lot. corporate video

S.Anderson says:
Mar-26-2013 11:23 pm

I'm definitely curious about
I'm definitely curious about this whole phenomenon too. I guess we can't really predict the consumer behavior with 100% accuracy. I am sure we can find here products that sell in retail store as well, it's a good thing that I already know what I'm looking for.

S.Anderson says:
Mar-26-2013 11:23 pm

I'm definitely curious about this whole phenomenon too. I guess we can't really predict the consumer behavior with 100% accuracy. I am sure we can find here products that sell in retail store as well, it's a good thing that I already know what I'm looking for.

rain1122 says:
Feb-13-2013 02:02 pm

Hi! Thanks for the great
Hi! Thanks for the great information you havr provided! You have touched on crucuial points! Read More about Ninkiya

mark17 says:
Jan-29-2013 07:08 am

Great post
I am glad to read about the success of Pinterest through this post. Pinterest is becoming popular day by day in the field of social media. Online business can get drastic improvement in their growth through the help of social media. Thanks. buy facebook likes

J.Hams says:
Jan-16-2013 06:23 pm

kin is president and CEO of
kin is president and CEO of Tribe, an internal communications agency that works with national and global clients. She is the author of several books, including the Amazon Top 1000 Bestseller “How to Run tommy hilfiger wallets

J.Hams says:
Jan-16-2013 06:23 pm

kin is president and CEO of Tribe, an internal communications agency that works with national and global clients. She is the author of several books, including the Amazon Top 1000 Bestseller “How to Run tommy hilfiger wallets

J.Jaak says:
Jan-02-2013 10:25 am

Things are very open and
Things are very open and intensely clear explanation of issues. was truly information. Your website is very beneficial. Appreciate your sharing. Bankruptcy Lawyer NY

J.Jaak says:
Jan-02-2013 10:25 am

Things are very open and intensely clear explanation of issues. was truly information. Your website is very beneficial. Appreciate your sharing. Bankruptcy Lawyer NY

J.Jaak says:
Dec-29-2012 07:31 am

www.crystalheels.com
That is why it is better that you should relevant research before writing. You will be able to write better post this way. www.crystalheels.com

J.Jaak says:
Dec-29-2012 07:31 am

That is why it is better that you should relevant research before writing. You will be able to write better post this way. www.crystalheels.com

J.Hams says:
Dec-24-2012 01:19 pm

Photographer Essex
I first saw Kelly's work at my cousins wedding in NY. She blended right into the wedding, I hardly noticed her taking all the amazing pictures. But when I saw the final results I knew I had to have her photograph my wedding. Kelly traveled from NY to MA for my wedding and I was beyond thrilled with the results. I didn't worry about a thing. She got to my house and went right to work, I loved that when I saw the proofs I had no idea that she captured certain things and I was overjoyed that she did. You cant be everywhere at your own wedding but Kelly managed to be. Wedding Photographer Essex

J.Hams says:
Dec-24-2012 01:19 pm

I first saw Kelly's work at my cousins wedding in NY. She blended right into the wedding, I hardly noticed her taking all the amazing pictures. But when I saw the final results I knew I had to have her photograph my wedding. Kelly traveled from NY to MA for my wedding and I was beyond thrilled with the results. I didn't worry about a thing. She got to my house and went right to work, I loved that when I saw the proofs I had no idea that she captured certain things and I was overjoyed that she did. You cant be everywhere at your own wedding but Kelly managed to be. Wedding Photographer Essex

Z.Ali says:
Dec-16-2012 11:54 am

Thanks for your researched
Thanks for your researched posting! I actually enjoyed reading it, you will be a great author.I will ensure that I bookmark your blog and will come back in the foreseeable future. click

Z.Ali says:
Dec-16-2012 11:54 am

Thanks for your researched posting! I actually enjoyed reading it, you will be a great author.I will ensure that I bookmark your blog and will come back in the foreseeable future. click

J.Hams says:
Dec-12-2012 05:34 am

sfes
president and CEO of Tribe, an internal communications agency that works with national and global clients. She is the author of several books, including the Amazon Top 1000 Bestseller “How to Run Your Busin sheep shears

J.Hams says:
Dec-12-2012 05:34 am

president and CEO of Tribe, an internal communications agency that works with national and global clients. She is the author of several books, including the Amazon Top 1000 Bestseller “How to Run Your Busin sheep shears

D.Kumar says:
Dec-04-2012 08:02 am

online game
book of ra online || book of ra online Another skillful example of innovation, I am happy to find it. There are so several developers working on this segment but this is one of the best innovative thought ever.

T.Khan says:
Dec-04-2012 06:09 am

great
Your blog is so interesting and very informative.Thanks sharing. Definitely a great piece of work Thanks for your work. I am a new user of this site so here i saw multiple articles and posts posted by this site...book of ra ||

D.Kumar says:
Dec-04-2012 08:02 am

book of ra online || book of ra online Another skillful example of innovation, I am happy to find it. There are so several developers working on this segment but this is one of the best innovative thought ever.

T.Khan says:
Dec-04-2012 06:09 am

Your blog is so interesting and very informative.Thanks sharing. Definitely a great piece of work Thanks for your work. I am a new user of this site so here i saw multiple articles and posts posted by this site...book of ra ||

T.Khan says:
Dec-03-2012 12:45 pm

great
Charms of Kerala I simply stumbled upon your website and wanted to say that I have really enjoyed reading your blog post.

T.Khan says:
Dec-03-2012 11:06 am

Re: Resultados natales maternos y hospitalarios casi identicos
sizzling hot download chip || sizzling hot free games

T.Khan says:
Dec-03-2012 11:01 am

great
I have added you to my bookmark list to check out new articles you post. I simply stumbled upon your website and wanted to say that I have really enjoyed reading your blog post. I am really aroused by this wonderful stuff. I always prefer to read the quality content and this thing I found in you post. Thanks for sharing. sizzling hot download chip || sizzling hot free games

D.Kumar says:
Dec-03-2012 08:56 am

online game
sizzling hot deluxe kostenlos || sizzling hot deluxe kostenlos spielen A good blog always comes-up with new and exciting information and while reading I have experience that this blog is really have all those quality that characterize a blog to be a good one.

T.Khan says:
Dec-03-2012 12:45 pm

Charms of Kerala I simply stumbled upon your website and wanted to say that I have really enjoyed reading your blog post.

T.Khan says:
Dec-03-2012 11:06 am

sizzling hot download chip || sizzling hot free games

T.Khan says:
Dec-03-2012 11:01 am

I have added you to my bookmark list to check out new articles you post. I simply stumbled upon your website and wanted to say that I have really enjoyed reading your blog post. I am really aroused by this wonderful stuff. I always prefer to read the quality content and this thing I found in you post. Thanks for sharing. sizzling hot download chip || sizzling hot free games

D.Kumar says:
Dec-03-2012 08:56 am

sizzling hot deluxe kostenlos || sizzling hot deluxe kostenlos spielen A good blog always comes-up with new and exciting information and while reading I have experience that this blog is really have all those quality that characterize a blog to be a good one.

M.Jaylon says:
Dec-01-2012 06:46 pm

There are lots of items for
There are lots of items for man and women such a nice article. if anyone engage than come here a want to join this Environment Quotes...

M.Jaylon says:
Dec-01-2012 06:46 pm

There are lots of items for man and women such a nice article. if anyone engage than come here a want to join this Environment Quotes...

T.Khan says:
Dec-01-2012 10:03 am

great
how to value a company .You actually make it appear so easy with your performance but I find this concern to be actually something which I think I would never understand. I desired to leave a little comment to support you and want you a good continuation.

T.Khan says:
Dec-01-2012 10:03 am

how to value a company .You actually make it appear so easy with your performance but I find this concern to be actually something which I think I would never understand. I desired to leave a little comment to support you and want you a good continuation.

T.Khan says:
Nov-30-2012 01:07 pm

great
I wanted to thank you for this unique read. I definitely savoured all bits and pieces of it including all the comments.sizzling hot spielen kostenlos ohne anmeldung || sizzlinghot

M.Kumar says:
Nov-30-2012 12:44 pm

awesome
Please add more good information that would help others in such good way. sizzling hot spielen

T.Khan says:
Nov-30-2012 01:07 pm

I wanted to thank you for this unique read. I definitely savoured all bits and pieces of it including all the comments.sizzling hot spielen kostenlos ohne anmeldung || sizzlinghot

M.Kumar says:
Nov-30-2012 12:44 pm

Please add more good information that would help others in such good way. sizzling hot spielen

T.Khan says:
Nov-28-2012 01:03 pm

great
sizzling hot für pc || slizzing hotI curious more interest in some of them hope you will provide more information on this topics in your next articles.

T.Khan says:
Nov-28-2012 01:03 pm

sizzling hot für pc || slizzing hotI curious more interest in some of them hope you will provide more information on this topics in your next articles.

S.Arzoo says:
Nov-14-2012 07:26 am

sajid
|It is so lucky to read your blog,it is full of useful message.I wish we both can do better in the future.It great honor if you can visit our website,and give us some suggestion. http://www.genesishealthinstitute.com/

S.Arzoo says:
Nov-14-2012 07:26 am

|It is so lucky to read your blog,it is full of useful message.I wish we both can do better in the future.It great honor if you can visit our website,and give us some suggestion. http://www.genesishealthinstitute.com/

L.Blackberry Phone says:
Oct-23-2012 07:36 am

latest blackberry phone
Shop & play at BlackBerry, Update to the latest software for your BlackBerry device Learn about multi-platform mobile device management click to Buy the cheap and the latest black berry and accessories of your choice. latest blackberry phone

L.Blackberry Phone says:
Oct-23-2012 07:36 am

Shop & play at BlackBerry, Update to the latest software for your BlackBerry device Learn about multi-platform mobile device management click to Buy the cheap and the latest black berry and accessories of your choice. latest blackberry phone

W.Watsnewonejok says:
Sep-29-2012 06:26 am

I have been teaching a class
I have been teaching a class and we are looking at this subject in the next week. I will be directing my student to look at your post for good information. Oil Boiler Replacement Dublin

W.Watsnewonejok says:
Sep-29-2012 06:26 am

I have been teaching a class and we are looking at this subject in the next week. I will be directing my student to look at your post for good information. Oil Boiler Replacement Dublin

M.Charli says:
Sep-26-2012 10:51 am

Hosting and setting
Hosting and setting up an engagement festivity is much further than giving a happy here a present to the engagement festivity.engagement messages

kasawadiha says:
Sep-26-2012 09:14 am

asd
Your post contains useful information on this point as I am working on a college project. Thank you posting relative information and its now becoming easier to complete this topic. Car Insurance Articles

M.Charli says:
Sep-26-2012 10:51 am

Hosting and setting up an engagement festivity is much further than giving a happy here a present to the engagement festivity.engagement messages

kasawadiha says:
Sep-26-2012 09:14 am

Your post contains useful information on this point as I am working on a college project. Thank you posting relative information and its now becoming easier to complete this topic. Car Insurance Articles

P.Rent says:
Sep-25-2012 01:55 pm

Why?
Why is Pinterest suddenly such a big deal? For one thing, it’s exploding with growth. In September of last year, they had less than 2 million users. Now, it has 20 million users or more. Regards, Inchirieri auto

P.Rent says:
Sep-25-2012 01:55 pm

Why is Pinterest suddenly such a big deal? For one thing, it’s exploding with growth. In September of last year, they had less than 2 million users. Now, it has 20 million users or more. Regards, Inchirieri auto

M.Miller says:
Jul-16-2012 05:36 am

For many companies, the sales
For many companies, the sales organization faces a number of challenges: competitive global and local markets, weak economy, and increased complexity in markets and businesses for those people pinterest is great resorce.. Bathroom Cabinets

M.Miller says:
Jul-16-2012 05:36 am

For many companies, the sales organization faces a number of challenges: competitive global and local markets, weak economy, and increased complexity in markets and businesses for those people pinterest is great resorce.. Bathroom Cabinets

J.Jannp says:
Jun-11-2012 07:49 am

There are many ways the site
There are many ways the site can be utilize to create engagement among employees, not just to attach sales people from store to store, but also between those at shared with employees in the field love quotes.

J.Jannp says:
Jun-11-2012 07:49 am

There are many ways the site can be utilize to create engagement among employees, not just to attach sales people from store to store, but also between those at shared with employees in the field love quotes.

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...
News

Home Depot theft ring busted

BY CSA STAFF

ATLANTA — An organized retail theft ring that targeted 70 Home Depot stores in six states has been taken down by multi-agency task force after the arrest of three men in New Jersey, New York, and Pennsylvania. Two other suspects are still be sought.

According to an announcement by New Jersey Attorney General Jeffrey Chiesa, the alleged shoplifters committed thefts at multiple stores per day, stealing hundreds of dollars in merchandise by “under-ringing” it through self checkout areas. They allegedly engaged in over 500 illegal transactions resulting in estimated losses that exceeded $100,000. While the majority of the alleged crimes took place in New Jersey, stores in New York, Pennsylvania, Delaware, Maryland and Virginia were also targeted.

“Our investigation uncovered a ring of foreign nationals who we allege were highly systematic and prolific in their thefts from Home Depot stores. They allegedly struck multiple stores on most days, and could rack up well over $1,000 a day in stolen goods,” said Attorney General Chiesa.

The ring members allegedly stole items that were relatively expensive from the Home Depot stores by going through the self-checkout areas and not properly scanning the items. They allegedly would use various tactics to hide their “under-ringing” activity in the self-checkout area from security cameras and any employee assigned to the area. In some instances, a second ring member would distract the store employee.

The following five men have been arrested or are being sought on warrants:

  • Julio Arriola Suarez, 49, of West New York, aka Jimmy R. Alcivar, the alleged leader of the retail theft ring, was arrested on April 3 in Jersey City;

  • David Pulgarin, 28, formerly of Union City and West New York, was served with a warrant on April 2 at the Lehigh County Prison in Allentown, Pa.;

  • Julio Duque Barahona, 30, was served with a warrant today at the Lakeview Shock Incarceration Correctional Facility in Brocton, N.Y.;

  • Nicolas Arriola Cortez, 48, formerly of Union City, is being sought on a warrant; and

  • Javier Duque Piza, 56, formerly of West New York, is being sought on a warrant.

The charges resulted from an ongoing joint investigation by the New Jersey Division of Criminal Justice and the United States Secret Service, conducted with assistance from the Home Depot Corporation. The ring members are foreign nationals from Central and South America who were based in Hudson County, N.J.

All five men are charged with second-degree crimes of conspiracy and shoplifting. The shoplifting charges are graded as second-degree crimes under New Jersey law because they allegedly involved thefts totaling more than $1,000 in merchandise committed as part of an organized retail theft enterprise. Suarez also faces a second-degree charge of leading an organized retail theft enterprise.

Suarez is being held in the Morris County Jail with bail set at $75,000. He is currently serving a sentence of three years of probation, which was imposed on June 25, 2010, after he pleaded guilty to third-degree charges of conspiracy and fraudulent use of a credit card. The charges stemmed from his arrest on July 20, 2009 outside a BJ’s Warehouse in Raritan, where he and another man were caught with televisions and other items stolen from BJ’s in their vehicle.

Second-degree crimes carry a sentence of five to 10 years in state prison and a fine of up to $150,000, while third-degree crimes carry a sentence of three to five years in state prison and a fine of up to $15,000.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...
News

Ikea plants 2 million trees

BY CSA STAFF

CONSHOHOCKEN, Pa. — Ikea, in partnership with American Forests, has planted 2 million trees across America through its Plant A Tree program.

Ikea launced the national in-store ‘Plant A Tree’ program in 1998 and since that time has raised $2 million through customer contributions and its own donations to plant the trees. During the month of April, Ikea Family ‘loyalty’ card member usage will also support Ikea in its donations to plant more trees through American Forests.

Trees from the Plant A Tree program have been planted in many forests across America. Designated by American Forests for specific locations, these plantings have included some of the following sites and amounts: 74,000 trees in the McNally Fire restoration in California; 15,000 trees in Arizona for the Warm Fire Restoration project; and over 100,000 trees in the Lower Rio Grande in Texas.

“Thanks to American Forests and Ikea U.S. customers, we are celebrating the planting of 2 million trees across America. We are pleased to be able to make a difference in helping to restore hundreds of ecosystems, habitats and forests, while having cleaner air, drinking water, and reducing CO2 pollution,” said Mike Ward, president, Ikea U.S.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

Polls

Consumer confidence is high. Is that reflected in your stores’ revenues?

View Results

Loading ... Loading ...