Brand Com-pin-tition? Unmetric Launches First-Ever Way for Companies to Benchmark Their Social Media Effectiveness Against Each Other on Pinterest

Share Article

New intelligence platform empowers brands to gauge competitive landscape as it relates to activity and engagement on social pinning site

News Image

Whether it’s to show off new products or share new services, Pinterest is making waves as the hot, new way for brands to connect directly with consumers. After dropping their invite-only policy earlier this month, traffic exploded to over 23 million unique visitors, but Pinterest’s closed API and lack of actionable data still leave many brands hesitant to commit.

Today Unmetric, the social media benchmarking company, launches Pinterest integration into its powerful competitive intelligence platform. At launch, Unmetric has already indexed the activity of over 1,000 of the world’s largest brands. Through the first of its kind platform, brand managers gain unprecedented access to the successful Pinterest strategies of their competition. Unmetric’s Pinterest platform takes the guesswork out of pinning by allowing brands to quantify the benefits of the social network and understand how their performance stacks up to the to the businesses most like their own.

With sector specific Unmetric Scores, brands are able to quickly understand whether their efforts truly stand out. Being sector specific means a score of 80 for banks is different from a score of 80 for retailers, ensuring that brands are always comparing apples to apples. This same score, which has become the benchmark of brand success on Facebook, Twitter and YouTube, is now available for Pinterest. It is derived from various quantitative and qualitative metrics specific to the site, weighted and normalized by industry into single score ranging from zero to 100.

Unmetric’s Pinterest platform allows brands to unpack a variety of metrics that contribute to their Unmetric Score, including: follower growth, content, frequency and sources of pins for a particular pinboard. It’s easy to view all the boards created by a single company and compare metrics for each. For brand managers and CMOs, these metrics offer valuable insight into the amount of resources other companies are allotting toward Pinterest activity.

The Unmetric Pinterest platform also charts the reach of activity through the repins, comments and likes generated daily, even identifying the key influencers interacting with a brand’s boards. Engagement is charted through the pin to repin ratio, indicating which brands are resonating most with their audiences.

"Pinterest represents a notable opportunity for many social marketers, especially in any market where products or brand-related lifestyle can become a visual experience," says Brian Solis, Principal Analyst at Altimeter Group and author of The End of Business as Usual. "In the three Ps of successful social marketing, people, promotion and performance, many miss the very thing that provides a benchmark for comparison today and over time. Performance marketing metrics represent an emerging and important next step in social media marketing. Marketers that wish to outperform their competition and become best in class will use social benchmarking as a metric and also as inspiration for ongoing strategy development."

In particular, fashion brands are seeing early success on Pinterest by leveraging the social network to showcase new products and ideas. According to Unmetric’s database, Bloomingdale’s is addicted to Pinterest, posting over 100 images a day on average. It’s the most prolific brand in the Unmetric database with over 13,500 pins. L.L. Bean’s Friends of the Forest board and Nordstrom’s Garden Wedding board not only have the highest number of fans, but in the past week, these popular pinboards have seen tremendous follower growth. In terms of engagement, Kate Spade leads the pack with an average 112 repins for every pin posted.

“The digital window-shopping experience offered on Pinterest and the unique audiences it attracts have led to an enormous influx of successful and not-so-successful brand investments,” says Lux Narayan, CEO of Unmetric. “Unmetric’s new Pinterest platform offers the most comprehensive approach to making sense of these data, by allowing you to benchmark your brand’s performance against the businesses most like your own.”

Unmetric is already working with global brands and agencies like Subway, Campbell’s, CitiBank, MRY and the Zocalo Group, and aims to supply Fortune 500 brands with a distinct service that stops them from flying blind with their efforts on social media. The company gives brands the ability to answer the simple question of “How do we stack up against the competition?” when it comes to their social media presence.

About Unmetric:
Unmetric Inc. is headquartered in New York, NY and works with clients across the world. The Unmetric platform was established to give Fortune 500 companies and other large global brands and agencies key performance data around which they could benchmark their social media efforts and answer the question “Are we doing well?”.

For more information, visit http://www.unmetric.com, or check out the Unmetric blog at http://blog.unmetric.com.

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Olivia Gallion
VSCpr for Unmetric
+1-415-677-9125
Email >