Is Pinterest right for my B2B marketing?

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Pinterest started hitting the headlines as a hot topic for marketers in early 2012 and for good reason too; certainly from a consumer marketer's point of view. But what are the opportunities and threats for the B2B marketing community? Is this a social media platform to take seriously and if so, why? This session will explore if Pinterest is genuinely a credible platform for b2b marketers and if so, how it could be integrated into your marketing plan.

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  • In the next 30-40 minutes I hope you will pick up these key learningsFirst of all, we’re going to look at the basics right. What is Pinterest, what can you do with it, who’s using it already in B2B?Then we’ll look at a simple checklist to help you assess if Pinterest is right for your business. Starting with whether or not you have a social media policy in place.We’ll follow that up with some ideas for how to integrate Pinterest in to your mix and some ideas for measurement. Last but not least we’ll cover the copyright and IP issues associated with Pinterest. Massive caveat here, my lawyer insists I tell you I’m not a lawyer and cannot give legal advice. However, you can reach him on…. Hold on, surely I need an affiliate link or something in there.
  • To help me get a feel for whose in the room, can we do a quick survey. Raise your hands if you work in….Technology / ITProfessional ServicesManufacturingOther 1Other 2Who’s using Pinterest already for their marketing? So roughly….
  • Bookmarking and sharing images – those you find online and those you uploadAlso Youtube video tooCollections known as BoardsGroup BoardsYour imagesImages from around the webRe-pin images from other boardsFollow and be-followedSource of great traffic (for consumer marketers at least, it remains to be seen for b2b) Comscore stats released for September 12 puts Pinterest in the top 50 global websites at 25m visits, but this is behind Instagram, Tumblr, Twitter, Linkedin and facebook. Other photo sharing platforms: Instagram, Flickr, Tumblr, Facebook, Picasso, Photobucket….http://www.delicious.com/andybargery/tag_bundle/Pinterest%20for%20B2B%20Marketing
  • 55% fit into the 25 – 44 age bracket22% have completed bachelors or post graduate educationOther websites of interest to Pinterest users include: Etsy, sixsistsersstuff.com, plainchicken.com, allwomensstuff.com
  • Visual.ly Infographic http://visual.ly/pinterest-usa-vs-ukDecember 2011 dataUK interests: VC, Web Stats 7 Analysis, SEO, Marketing, PR80% of pins are repins – opportunity for massive amplificationhttp://www.searchenginejournal.com/pinterestingly-enough-interesting-pinterest-stats/45328/#
  • Do we have a social media policy in place? Is my target audience is on Pinterest? In their work capacity? Do some searches around your keywords and fine out if there is any traffic Do we have a content marketing plan? Do we have some original image assets to use?e.g. product images, event photographs, infographics, ebook covers, concepts. Do we have the resource and authority to manage engagement on Pinterest? Do I have the ability to track traffic to a landing page and monitor goal conversions?
  • Likely to be relevant for any product targeting an image conscious market.Assumptions: product, channels & propositions ready
  • Visual.ly Infographic http://visual.ly/pinterest-usa-vs-ukDecember 2011 data80% of pins are repins – opportunity for massive amplificationhttp://www.searchenginejournal.com/pinterestingly-enough-interesting-pinterest-stats/45328/#
  • Curation can lead to amplification of existing online assets
  • Hubspot – blog traffic, promote events and webinars, show company culture, promote ebooks and other resources. 6,600 followers and following 1,700. ROI? Campaign Monitor – show off their HTML newsletter galleries, inspire designers to use their email marketing platform. Single board, very focused. Dell – product, infographic and advisory content. Not a lot of volume or many followersConstant Contact – design inspiration, infographics, how tos, best practice guides, company culture. 1,700 followers. Marketo – FedEx – telling a story ofCommunity Involvement around the FedEx brand. More of a positioning exercise.
  • Think SEO – keywords in profile, keywords in descriptionsDetailed profile & link to other social profilesResearch rom Hubspot found:200 words in the description field encourages maximum repinsImages around 800 pixels high, receive mroerepins (so that’s infographics then)Cross promote your Pinterest profileCreative Board titlesFor copyright, always credit the source and photographer, use creative commons where necessary.Use a photographer
  • Is Pinterest right for my B2B marketing?

    1. 1. Is Pinterest Right for My B2BMarketing?Andy Bargery, Klaxon www.b2bmarketing.net
    2. 2. Key LearningsPinterest: The Basics for B2B MarketersAssess if Pinterest is Right for YouIdeas for Integrating PinterestOverview: Copyright & IP Issues
    3. 3. Show of hands
    4. 4. Pinterest: The Basics forB2B Marketers
    5. 5. Pinterest Hompage
    6. 6. Show of handsPinterest Profile
    7. 7. Introduction to Pinterest Bookmarking and sharing images Collections known as Boards Group Boards Re-pin images from other boards Follow and be-followed Great source of web traffic
    8. 8. Pinterest Membership Graphs & Statistics from Google Ad Planner http://bit.ly/adplannerforpi nterest
    9. 9. Pinterest Membership Graphs & Statistics from Google Ad Planner http://bit.ly/adplannerforpi nterest
    10. 10. Statistics 12m US users and 200k UK users 83% of US users are female vs 44% female UK 80% of pins are repins 400% month on month growth Extra reading: http://bit.ly/pinterestforb2b
    11. 11. Assessing if Pinterest isRight for You
    12. 12. Checklist Social Media Policy? Audience on Pinterest? Content marketing plan? Image assets? Resource & authority? Track & measure? Post click?
    13. 13. Ideas for IntegratingPinterest?
    14. 14. Product Launch Objective: • launch business tablet computer • ATL, sales promo, PR, event, email, Marcoms: social • product specs & images, infographic, Content: video, presentations, webinar • ID influencers, share image assets, Pinterest: promote events / webinars
    15. 15. Events Objective: • Amplify event impact online Content: • Create, capture, share Cross • Microsite, website, ebooks, promote: webinars, other events Example: • GE Lighting
    16. 16. Events: GE Lighting
    17. 17. Corporate Comms • Demonstrate community Objective: involvement • Original photography, videos, Content: campaign creative • Traffic to landing page, Measures: participation in events Example • FedEx
    18. 18. B2B Examples Hubspot Marketo Campaign Monitor Constant Contact FedEx Dell
    19. 19. Pinterest Best Practice Detailed profile Use hashtags and @tags Detailed descriptions Think SEO Follow influencers Comment interaction Create group boards Always credit image owners / source
    20. 20. Overview:Copyright & IP Issues
    21. 21. Pinterest Terms of Service“you grant us a non-exclusive, royalty-free,transferable, sublicensable, worldwide license to use,display, reproduce, re-pin, modify (e.g., re-format), re-arrange, and distribute your User Content on Pinterestfor the purposes of operating and providing theService(s) to you and to our other Users. Nothing inthese Terms shall restrict Pinterest’s rights underseparate licenses to User Content.”
    22. 22. Pinterest Terms of Service“you grant us a non-exclusive, royalty-free,transferable, sublicensable, worldwide license to use,display, reproduce, re-pin, modify (e.g., re-format), re-arrange, and distribute your User Content on Pinterestfor the purposes of operating and providing theService(s) to you and to our other Users. Nothing inthese Terms shall restrict Pinterest’s rights underseparate licenses to User Content.”
    23. 23. ThanksAndy BargeryDirectorKlaxonMobile: +44 (0)7951 025 029Email: andybargery@klaxonmarketing.co.ukTwitter: @andybargeryBlog: http://www.klaxonmarketing.co.uk/blog

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