If only one word could describe OnStar, it would be “Connections" – connections with subscribers, connections to help, connections to Advisors, and connections to your car. These connections have been the focus of the content shared by OnStar’s Pinterest page since its launch in May as the first GM brand on Pinterest.There are a few hurdles that businesses on Pinterest have to address in order to succeed. One of the biggest mistakes that brand pages make is pushing out content that is of no value or benefit to pinners, or just pinning dull, salesy photos of their products. OnStar, considering all of the “connections" it provides, has created a Pinterest strategy that provides valuable and highly visual content for their multitude of pin boards. OnStar’s most popular board (in terms of followers, clicks, repins, and likes) is “Traveling with Kids". A board themed on road trips with the family, making it comfortable, fun, and easy. Road trip tips, mess free snacks, and game ideas to keep the kids occupied populate this board. What’s important to point out that is this board does not center on OnStar, but focuses on life in and around your vehicle. These pins are very successful as they average repins of 900% higher and clicks 2600% higher than other pins on OnStar’s boards. “Rules of the Road" is another popular board on OnStar’s Pinterest page. All of the pins on this board are user-generated and were created by OnStar’s Facebook fans. Through an app, users chose from a selection of backgrounds and fonts and then created their own “Rule" of the road. For the duration the app was live, fans created over 6,000 pieces of content for Pinterest. And OnStar continues to pin these unique images, and receiving the coveted repins. “Meet the Subscribers" focuses on the most important connection OnStar has – the subscribers. Both subscribers and their stories cover this board, with click-throughs leading to detailed accounts of their experiences hosted on OnStar’s subscriber blog, OnStar Connections. Every pin by OnStar links to unique content on OnStar Connections, and in the short time OnStar has had a Pinterest account, has helped increase traffic to the site. OnStar also developed a SEO friendly pin copy strategy, which includes hashtags for easier search within Pinterest, a verified business account, and appropriately categorized boards. OnStar continues to keep up its presence on Pinterest by pinning several times a week with both timely and interesting content for its followers and potential followers. And this strategy has worked. OnStar has kept average engagement rate on their pins of above 10%, and as high as 19%. This means that pinners are finding the content both valuable and relevant, and are taking the time to like, repin, and click through to learn more.
OnStar Pinterest http://www.pinterest.com/onstar Traveling with Kids http://pinterest.com/OnStar/traveling-with-kids/ Rules of the Road http://pinterest.com/OnStar/rules-of-the-road/ Meet the Subscribers http://pinterest.com/OnStar/meet-the-subscribers/
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