Photos as content generates very high newsfeed engagement for all types of users.
And, unless you’ve been living on the Laffing Devils Motorcycle Club fantasy island you’ve more than likely noticed the staggering number of embedded photos on Facebook pages, Twitter and on Instagram as well as other similar type sites.
So, with the marketing resources at Harley-Davidson being at a premium, shouldn’t Mark–Hans Richer, the SVP and CMO of Harley-Davidson be paying closer attention to folks who are pinning photos of motorcycles and motorcycle clothing? The short answer is yes. More appropriately someone at the motor company should be standing on a conference room table and ask the question of all the H-D creative’s and strategists… “How did we miss the social growth on Pinterest?”
What is Pinterest, you ask?
Pinterest is a kind of visual bulletin–or inspiration–board. In short order I created one for this blog which you can view HERE. Users create boards with categories like “Motorcycles I Love” or “Beautiful Motorcycle Places” or “Motorcycle Products That I Like.” Users can then link images from websites or upload images from their computers and “pin” the images to the boards. Similar to Twitter, users can follow other users, and Pinterest images can be re-pinned and shared.
Why should Harley-Davidson take this blog post serious?
Because according to the Experian Marketing Services blog, Pinterest users skew female and young. Fifty-eight percent of users are women, and 59% are between the ages of 25 and 44. This is a critical and key demographic that Harley-Davidson often states that they are trying to win over and accelerate both clothing and motorcycle purchases. I’m not paid as a H-D media strategist, but wouldn’t it be a good idea to be visible where potential customers hang out? This is the biggest no-brainer in the history of no-brainers!
In the U.S., growth in Pinterest has been phenomenal with more than 10 million registered users. The image-sharing social network grew a staggering 4,377% in the last year, according to comScore’s “State of the U.S. Internet”. It is outpacing competitors such as Tumblr which grew 168%, LinkedIn (67%) and Twitter (58%). Outside the U.S. the number of Pinterest users in Latin America for example grew in first four months of 2012 from 153,000 to 1.3M.
It’s time for Harley-Davidson to just Pin it!
However, before they can do that they will need to resolve the issue of domain “parkers” because the current H-D URL belongs to Becky Segovia, yet has no content (boards, pins or activity).
Disclosure: I don’t work for or have any financial interest in Pinterest. I do try new technology and developed one for this blog which you can view HERE.
Photo courtesy Modea.com and Experian.