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Cision Webinar Slides - Photo Finish! Pinterest, Instagram and PR

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  • BrandonSide by side of Pinterest and InstagramVisually share, curate and discover by posting (‘pinning’) images or videos to their boards.Interact with the content by reposting (or ‘repinning’) Social network meant to “connect everyone in the world through the ‘things’ they find interesting.”
  • Video introduced one month ago, 13 filters specifically for video, select favorite scene as cover image. “We’re still committed to making sure you have control over all of your content. Only the people who you let see your photos will be able to see your videos. As with photos, you own your videos.”Recent updates gives users ability to trim video before loading to Instagram.Side by side of Pinterest and InstagramShare photos from your mobile phone (or 3rd party app) with people who follow youVarious filters to make images uniqueAdd hashtags and locations to photos to categorize them and make them searchableImagines “a world more connected through photos.”
  • Lisa40% of top brands using InstagramInstagram is 80+million usersAlthough Pinterest has 7% of the membership that Twitter does, it produces nearly as much referral traffic.Pinterest and Instagram are the fasted growing social networks in 2012 (Experian)North American usage of Pinterest hit nearly 29 million visits per WEEK this summer (LA Times)Pinterest was the 4th most searched term in the United States from August 2011-August 2012 (Mashable)Instagram has over 80 million users40% of top brands are currently using Instagram
  • Gina
  • Businesses that rely on driving a high-volume of website traffic to increase sales should consider joining Pinterest.Check your referral traffic to see if Pinterest is already driving traffic your way.Do you have high-quality pictures, video or related visual content?Do you have an ongoing method for creating high-quality visual content? Can you produce a steady stream of really good, niche-specific content that can help your customers express themselves?Do you have the mental and emotional energy to maintain another social network?Pick your best communication platforms and get really good at using them.
  • Know your audience and what they’re looking for. If they want information, make that the focus of your image.
  • BrandonOnInstagram, tag photos with hashtagsPinterest use keywords in descriptions and titles
  • Add the Pin-It button to your websiteAdd links in the descriptions of your pinsUse hashtags to make your content more search-friendlyAdd locations to your photos
  • Add keyword rich description to your About sectionUse keywords in your board namesAdd keyword-rich description to each of your boardsAdd a relevant keyword rich description of your imageLink your account to your social networksLink the image to your websiteCreate great, original imagesBe a part of the community
  • Use Google Analytics to measure what Pinterest traffic is doing on your siteGreat article on measuring traffic, conversions, goals and value at: http://mashable.com/2012/03/13/pinterest-track-traffic/Pinerly (Pinterest) http://www.pinerly.com/landingNitrogram (Instagram)http://nitrogr.am/
  • Lisa
  • Join both sites as a user so you can think like your audience. Consistency is key.You can share your office culture or take photos at conferences you’re attending.On Pinterest, if you have content to share, you can offer a simple image and spice it up with text offering the headline, like this example:In addition to photos of your brand and events, you can create a humor board and repin or share others content.For Instagram, the more creative the better. A blatant product placement will not give you much engagement. Think outside the box.
  • Brandon
  • It’s not about showing off your products or services directlyFind out how your products or services fit into the lifestyles of your target audience and find creative ways to show them.The goal is to gain brand recognition, drive traffic to your website and be successful at converting the new visits into leads.

Transcript

  • 1. Brandon Andersen, Senior Marketing Manager Lisa Larranaga Denten, Social Media Manager
  • 2. 22 Webinar Hashtag #cision Follow Us!
  • 3. 33 How to Participate Today  During today‟s web seminar, attendees will be in listen- only mode.  If you are experiencing audio issues, please contact: GoToWebinar: 1-800-263-6317  Submit text questions Q&A addressed at the end of today‟s session  Everyone will receive an email within 24 hours with a link to view a recorded version of today‟s session
  • 4. 44 On the Agenda  Determine whether your business is a good match for photo-sharing and video sites  Incorporate photo sharing into your overall campaign strategy  Utilizing these platforms for contests  Drive traffic to your web site  Keep users interested and engaged  What's new? Recent updates & related services
  • 5. 55 What is Pinterest?  Visually share, curate and discover by posting („pinning‟) images or videos  Interact with the content  Social network meant to “connect everyone in the world through the „things‟ they find interesting.”
  • 6. 66 What is Instagram?  Share photos from your mobile phone (or 3rd party app)  15-second videos introduced in June  Use filters & frames  Add hashtags and locations  *New* Import clips from your phone‟s media library
  • 7. 77 What Is Vine?  6 Second Videos  App only. Can share through Twitter and Facebook with link - no web version  Use hashtags and location to optimize.  Add to „Channel‟ to connect with your market.  Spontaneous, no editing
  • 8. 88 Pinterest has 7% of the membership of Twitter, but produces almost just as much referral traffic 80% of pins get repinned. Instagram has over 90million monthly active users (TechCrunch)
  • 9. Is Your Business a Match?
  • 10. 1010 Some things to consider…  Do you rely on driving a high-volume of website traffic to increase sales?  Do you have high-quality pictures, video or related visual content?  Do you have an ongoing method for creating high- quality visual content?  Do you have the mental and emotional energy to maintain another social network?
  • 11. Use Pinterest to…  Promote a lifestyle  Showcase personality  Directly link to content  Run contests
  • 12. Use Instagram to…  Share company culture  Expand your audience  Engage with the community  Share exclusive photos
  • 13. 1313 Brands Doing it Right  4.5 million followers on Pinterest  Added „Top Pinned‟ section on the women‟s section of its website  Displaying „Top Pinned‟ items in its stores.
  • 14. Mercedes-Benz on Instagram  #CLATakeTheWheel contest  Harnessed followers of popular Instagram personalities who drove its new CLA & Instagram-ed it.  Strong call to action: Made followers part of the campaign  Created website for the campaign, which allowed its audience to participate and have opportunity to win a CLA.
  • 15. How to use photo sharing sites to drive traffic
  • 16. 1616 How to drive traffic…  Link to your social networks  Link to your website  Create great, original images  Be a part of the community
  • 17. 1717 How to drive traffic…  “Pin” your website  Link your pins  Hashtags  Add locations
  • 18. 1818 Measure the impact  Google Analytics – measures Pinterest traffic  Pinterest Analytics  Statigr.am Source: Mashable
  • 19. Keep users interested
  • 20. Keep users interested  Consistency  Share your office culture  On Pinterest, offer a simple image and spice it up with text  Create a humor board  For Instagram, the more creative the better
  • 21. Photo-sharing and your campaign
  • 22. 2222 Build your following…  Create resourceful pinboards based on a few core keywords that you use in your SEO strategy  Link Instagram, Pinterest & Vine to your other social channels!  Engage with other‟s pins
  • 23. 2323 The trick to succeeding…  It‟s not about showing off your products or services, it‟s about providing value to your audience  Find out how your products or services fit into the lifestyles of your target audience  Gain brand recognition, drive traffic to your website and convert new visits into leads
  • 24. QUESTIONS? Brandon Andersen, Senior Marketing Manager @brandonchicago Lisa Larranaga Denten, Social Media Manager @cision