????對有些品牌來說，在這些平臺上占據(jù)一席之地就像建設(shè)Facebook主頁一樣重要。“作為一種生活方式品牌，現(xiàn)在怎么能夠不用Pinterest呢，”West Elm創(chuàng)意總監(jiān)瓦妮莎?霍爾登稱。“它是一個熱鬧非凡、活力四射的所在，人們就等種種話題分享創(chuàng)意、激蕩思維，設(shè)計、廚藝、娛樂、工藝、制造，一切應(yīng)有盡有?！毙前涂耍⊿tarbucks）全球數(shù)碼營銷副總裁亞歷克斯?維勒則表示，相對容易使用是促進Pinterest迅速發(fā)展的一大原因?！斑@個平臺的美妙之處是其優(yōu)雅與樸素?！彼€說，Pinterest使星巴克與其粉絲可以“圍繞生活中非常私密的時刻分享共同價值觀與產(chǎn)品體驗”。

????有些品牌的Pinterest和Instagram營銷策略結(jié)合了該品牌自己拍攝的照片和用戶上傳的照片——這就創(chuàng)造了一種超越傳統(tǒng)方式的新興品牌營銷活動。以美國航空（American Airlines）的社交圖片活動為例，旅客們可以根據(jù)每周一個的主題上傳他們在旅途中拍攝的照片?！芭c這些主題相關(guān)的圖片更有力地號召消費者行動起來，為該品牌創(chuàng)作圖片，效果好于普通的營銷活動，”負責本次活動的The Marketing Arm公司的數(shù)碼戰(zhàn)略副總裁湯姆?愛德華茲說?！巴ㄟ^引人注目的照片，企業(yè)可以促使消費者助其創(chuàng)造品牌內(nèi)容，在用戶自身的社交活動中吸引更多人的關(guān)注，從而使顧客在采購商品或服務(wù)時更多地考慮該品牌?！?/p>

????可是，617,994張帶有#starbucks標簽的Instagram照片，是否一定能帶來更多的消費者，點一杯Frappucinnos咖啡呢（順便提一句，以這種咖啡為標簽的照片也有16,782張）？答案尚未可知。星巴克的維勒表示，該公司專注于使用這一媒介，使消費者交流時更多地提到星巴克。全食超市的邁克爾?比珀科則告訴《財富》雜志（Fortune）?！?011年12月至2012年3月之間，Pinterest上指向全食超市網(wǎng)站的流量增加了337%.”如果流量增長如此迅猛，這些品牌的銷量想必也會得到拉動。

????譯者:小宇

????For some brands, having a presence on these platforms is just as necessary as having a Facebook page. "As a lifestyle brand you can't not be on Pinterest right now," says Vanessa Holden, creative director of West Elm. "It's a bustling, incredibly vibrant place of inspiration and sharing around design, cooking, entertaining, crafting, making, you name it. Pinterest really enables us to have a visual conversation with our community." Relative ease of use has been a big boost, says Alex Wheeler, vice president of global digital marketing at Starbucks (SBUX). "The beauty of that platform is its elegance and simplicity." It allows Starbucks and its fans to show "shared values and product experiences that are very personal around life moments," Wheeler says.

????Some brand's Pinterest and Instagram (FB) sites are a combination of brand-created and user-curated images -- and that is creating a kind of brand ing that exists outside of the typical indenties. In the case of an American Airlines social photo campaign, travelers could submit pictures from their trips based on a single theme each week. "The visual images associated with the themes provided a more compelling call to action and structure for consumers to create on behalf of the brand versus a standard promotional call to action," says Tom Edwards, vice president of digital strategy at The Marketing Arm, which worked on the campaign. "Via compelling images, brands enable consumers to drive the creation of branded content, which drives additional attention in a user's social activity stream, thus driving additional consideration for the brand."

????But does 617,994 photos tagged #starbucks on Instagram equal more people coming in for Frappucinnos (which, by the way, is tagged 16,782 times)? The answer is still unclear. Wheeler of Starbucks says the company is focused on using the medium to get into customers' conversations. And Whole Foods' Michael Bepko told Fortune that "between December of 2011 and March of 2012 we saw a 337% increase in traffic referral from Pinterest to Wholefoodsmarket.com." With metrics like those, brands are betting sales can't be far off.