Agencies should be innovative in using social media for new business.
Cyclonix, Inc., a design boutique agency, has moved their website to Pinterest. The site is a work in progress, but give them credit for exploring and experimenting while most agencies are still sitting for the bench waiting on others to do the innovating.
Cyclonix turned to Pinterest because of the site’s visual nature. “With its intuitive design and graphic appeal, Pinterest emerged as an ideal platform for our relaunch,” says Peter Gallagher, chief creative officer. Site users are invited to explore recent projects, follow company news and “repin” content they deem inspiring.”
I had the pleasure to conduct an interview with Emily Papp, visual strategist for Cyclonix, who came up with this idea. She was hired only 3 months ago as the person primarily responsible for refreshing the Cyclonix brand and finding new ways to elevate its presence on and offline. The agency has grown from an ‘exhibit house’ into a boutique design firm, with a current staff of twenty-one, over a short six-year period.
Emily was exploring a number of social media platforms to better showcase her agency rather than an extensive revision of their existing website. While still a college student, she had become very knowledgeable of BooneOakley’s use of YouTube as the agency’s website. This small agency, based in Charlotte, NC, has received over 2 million views of their unique video website.
Not really finding what she was looking for from platforms, Emily soon discovered Holler, a digital agency in Sydney Australia. Holler was perhaps the first agency to use Pinterest as its website. She knew being among the first to use Pinterest in this way could be disruptive enough to create a lot of attention and excitement.
Only two days after the launch of their new site, it is already receiving some great buzz and doing exactly what Peter and Emily intended for it to do.
Emily would be the first to admit there are some risks and drawbacks for using Pinterest. She states,
“One of the biggest challenges we’re aiming to address is how to best convey our creative process as it relates to strategic development, project management and graphic design.
By moving our site to Pinterest, we’re faced with the challenge of visually communicating our strategic process – how we think, what tools we use, how we bring ideas from concept to execution (2D, 3D, graphic, tactile or otherwise).”
Here are some of the additional drawbacks they’ve experienced:
- Not being fully customizable
- Being co-branded with Pinterest
- Limits to linking to outside sources
- Occasional issues with Pinterest’s servers
- Not knowing how Pinterest will evolve down the road
- The mobile platform is lacking both visually and functionally
- Not having traditional SEO opportunities
These issues didn’t deter their decision to jump on the Pinterest bandwagon. The agency is already planning additions to their site with a team board that provides photos and insights on their staff. They also plan to showcase more on their workboard and visually tell the story behind their creative campaigns.
“Building our website on Pinterest has helped streamline our web presence and ensure that future updates are simple and cost-effective,” says Marty McGreevy, president. With Pinterest, Cyclonix can share content quickly and easily— its site can evolve as the company evolves.”
Here are some other advantages for using Pinterest:
- Pinterest presents unique opportunities for content-sharing that a static website fails to provide
- Creatively combat some of the challenges that Pinterest presents
- Allows more creativity to have potential clients to visit the site more often and stay onsite longer
- A better way to feature client testimonials and recommendations
- Visually tell your client’s story and help promote their business
- Easily update the agency’s portfolio of work
- The ability to easily create a group board for collaboration
- Present a memorable visual history of the agency
- Share resources with your audience
- Boards for conferences and other events of interest to your audience
- Promote white paper sand other collateral materials
- Post videos projects
- Create a behind the scenes board for the agency and agency projects
- Share presentations by creating a Slideshare Pinterest board
What’s your opinion? Was this a good or a bad move for Cyclonix?
Additional articles that may be of interest:
- 10 Ways to Use Pinterest to Reach Prospects
- Why ad agencies should learn about Springpad
- It is time for ad agencies to pay attention to Pinterest
- 10 Reasons to Use Video for Ad Agency New Business
- Video Editing is Becoming an Important Skill Set for Ad Agency New Business