The Honest Company’s Cross Platform Analysis

To start The Honest Company’s Cross Platform Analysis I will point out the amount of followers on each platform, Pinterst: 68K, Facebook: 1.2 M.

The platforms are a little different as well. I’d argue that more people get on Facebook more often than they do Pinterest. As I’ve been analyzing and learning about Pinterest, its a platform to curate your own “favorite things”. Things you will go back to, things you just like.

Screen Shot 2015-05-19 at 10.54.46 AM“Liking” things on Facebook Vs Pinterest

When someone sees a pin, they can choose to “Pin it” or “like it” (pressing the heart). On Facebook you choose to “like” or “share”.

Most people will re-pin a post before liking it. On facebook however, they will like it before sharing.

Also, just because 68 K follow them on Pinterest, doesn’t mean ALL follow EVERY board. So not all their content reaches the same potential amount.

That is a huge difference to understand between platforms. Now, on to the good stuff

Frequency of posts

On Pinterest they will usually post at least two times a day. On Facebook they almost NEVER post more than once a day. You can’t see the time stamp on Pinterest, but on Facebook 99% of their posts are published between 5:00-7:00 PM. I’d imagine this is probably the best time of engagement for their audience. Its the end of the day, Dad is home, kids are winding down, they have time to scroll through their feed.

Facebook Most Shared and Liked

Screen Shot 2015-05-19 at 11.27.17 AMHands down, its their quotes. They posted about 12 in the past month. Those posts got at least 2k likes and anywhere from 300-1500 shares. They have used this to their advantage as sometimes they will put product placement in their quotes. Clever. Screen Shot 2015-05-19 at 11.29.35 AM

Pinterest Engages More DIY

Keep in mind that Pinterest only has half the amount of followers. But the few DIY posts I see on Facebook do not get as many shares. They only get a couple hundred likes and a few shares, when you ratio the “shares”, Pinterest is definitely the place to catch that engagement.

Screen Shot 2015-05-19 at 11.33.45 AMScreen Shot 2015-05-19 at 11.42.01 AM

Product “likes”

The Honest Company can posts more Product oriented pins more often, and it is the place to do that. When the posts about products on Facebook, it is usually only gets up to 20 shares. Whereas in Pinterest they will get 10-30 likes.

Facebook wins in Comments

Facebook gets a ton more comments than Pinterest. But I think this is more of a platform thing. It seems the way people engage on Pinterest is by re-pinning. On Facebook its  “like” or “comment”

Call to Action/Giveaways

Facebook is a great place to do call to action and give away posts. The Honest Company utilized this a few times.

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Conclusion

Both platforms serve a different purpose for the audience. One may be their “socializing” platform, the other is their “dream board/curating” platform. On Facebook they might only be posting one time a day, but they have figured out what kind of content gets most engagement. I’m curious to see if they can expand their engagement on both platforms somehow.

The Honest Company’s Content Analysis

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Before creating this word cloud i knew some of the biggest words would be “organic”, “recipes” and “diy”. Honest does a really good job at posting interesting content. Their #1 shared posts had nothing to do with product, not a recipe, not a diy craft. It was about 9 INSPIRING ECO-HEALTHY SCHOOLS . That post is still on brand because they are all about natural and eco friendliness.

When they did post about product, they shared HOW to use it. When they posted about their healing balm they shared five ways to use it, but they also ASKED their followers to share other ways it could be used.

The next level up popular posts was DIY recipes and crafts. They ranged from being geared toward adults, or things that you do WITH your kids. Honest always seems to find away to tie in kids and moms very well.

Other popular posts reign on taking care of Moms. Beauty tips, how to do yoga. There was also that wholistic/organic blogs (essential oils how tos), which confirms my research of Honest’s Engagement Map.

Honest’s Engagement Map

High Engagement Fans

Based off sharers on Buzzsumo

  • Women ages 30-40
  • Women who own businesses
  • Animal Lovers
  • People who are part of the holywood scene, actors or semi famous bloggers
  • People who work with kids/organizations for kids
  • Holistic Health
  • People that support the “green” movement
  • People that like the outdoors

Influencers/Amplifiers

Honest Company has a lot of bloggers and online stores as Influencer and Amplifiers. I’d like to point out that one of the founders is actress Jessica Alba, so she herself is an influencer and potential amplifier. Most of the following sites listed were found through their Pinterest board.

Influencers

  • Jessica Alba
  • Honest Company
  • Target

Partner Content

Their main partner is Target, who launched their product about a year ago.

Target’s Pinterest has similar boards to Honest’s. Home decorating, health and fintess, Baby Products, Food, DIY, Organization, Family Activities, Gifts for Kids, Back to School, Down to Earth (going green) and PIns You Love (which one of the top pins is Honest’s diapers).

There is definitely similar content to Honest’s targeted demogaphics.

Detractors

  • Issues with the BBB
    • Complaints are not about Product itself, rather, trying to cancel membership fee after a free trial package
  • Shady factory in China

Demographic Trends

  • Women
  • Women who like DIY crafts
  • Women who want kids/have kids
  • Interested in fashion trends for kids
  • Home organization/decorating
  • Fashion and Fitness
  • Foodies
  • Alternative medicine
  • Oragnic
  • Gardening
  • Home Decorating

How To Use Pinterest As A Business

Businesses know they should be on Social Media, but there are a lot of platforms out there and each one has its own set of “rules” to being successful. Here are five ways how to use Pinterest as a business:

Put Pinners First

The first thing that Pinterest suggest, on their Pin Like a Pro page, is to think about what your Pinners really care about. I worked for a company that made accounting software for municipalities. Their Pinterest board consisted of things like, Payroll, HR, Permits, blah blah blah. I tried to discuss with the Marketing Firm Manager that these were not what women wanted to pin on Pinterest. You have to know what your audience is interested in so they want to follow you.

Honest Company has boards that are obviously targeted toward their audience, work outs, DIY, inspiring quotes, beauty tips and more. This has nothing to do with their product.

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Pin Useful Content

Why do people use Pinterest? For some its to kill time. For others to get inspiration. For me, its to curate different categories of information or ideas for many aspects of my life. Hootsuite discusses that pinners love learning new ways of doing things. How-to’s and tutorials are good categories. Sharing original DIY and re-pinned content is smart.

They also mention another type of content that makes it to the “Top Pinned” list is infographics.

Honest does a mixed pinning of DIY:Screen Shot 2015-05-06 at 5.32.05 PM

Drive Traffic To Your Site

Social Media examiner suggests increase traffic to your site by linking pins to your site. But, it is important to create content that is interesting and attractive to pinners. Beth Haydn, author of Pinfluence, revealed that Pinterest drives more referral traffic than LinkedIn, Google+ and YouTube combined.

Honest does this very well, whether they are pinning a product, or pinning a blog post. The blog posts they pin vary in content, some are just general company update, others are DIY projects, they even have a category called “Education + Infographics”.

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Pin About Your Customers

Hootsuite suggest recognizing your customers in a few different ways. By creating boards that tell customer success stories. They could be their own Board, dedicated to customers, or could be part of of other boards. For example, if someone found a unique way to use one of their products and blogged about it.

Honest has a “mentions” Board, ranging from Popular blogs like “A Cup of Jo” to smaller blogs that aren’t as followed. That, to me, gives it a little more authenticityScreen Shot 2015-05-06 at 5.46.31 PM

Being Authentic

Pinterest encourages businesses to show your colorful side. Be yourself!

Honest’s board, “Honest Antics” includes stories and photos of people within their company.

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These are just a few ways to start using Pinterest as a business.

Social Media Consumption

Reflections

After doing this exercise I’ve realized how habitual checking my IG and FB feed has become. Its just mindless, like a zombie. I don’t want to be a screen zombie.

Thursday

Morning

My social media usage usually starts pretty early in the morning, while I am feeding the baby (it keeps me awake).
*Facebook: usually absolutely nothing going on. Why am I even checking?
*Check the Instagram, need to unfollow some companies that post way too much, need to shop for some baby stuff
*Google +: One of my classes is heavily relying on Google+ for posting. Checked it and made comments on people’s posts.

Afternoon

*Facebook: post to a breast feeding group that I am part of about why my baby might be spitting up so much. I then post to a body image support group about what is going on tonight.

*Facebook: I see this Meme, shared it on FB because I love everything Justin Timberlake.

Screen Shot 2015-05-04 at 8.10.24 PMA friend of mine then texted me an even better meme (after seeing my post on FB), and I had to share it on FB and Instagram

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Evening
*Google +: Did some more posting and set up circles for the class and my team I am leading.
*Youtube: I was able to watch my husband’s band play a live webcast show from my own home!!

His band starts at 1:02

*Pinterest: Made a pinterest board to start gathering links for my other class, for which we’ll be writing an ebook together.
*Instagram: Before I went to bed I checked my IG one more time and saw that one of my favorite Baby brands randomly followed me!! Burts Bees Baby makes some pretty stinking cute clothes and products that I adore. I even screen capped it out of delight.

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Friday

Morning

*Facebook and Instagram – the usual morning check, its out of habit really

Lunch

*Posted about my new hair color on IG

Afternoon

*Twitter: I use twitter as a place to make comments that would probably make people mad on Facebook. Or just a place i can post where arguments won’t happen, because none of my friends use twitter. Observere

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*Facebook: Posted about new hair color
*Google Hangout: My Eng 212 used google hangouts to hold class! It was pretty fun

Evening

*Instagram: mindless scrolling
*Facebook: Shared this video