Pinterest: A Quickstart Guide for Brands


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Social bookmarking platform Pinterest is not even a year old, but in that time has attracted more than three million users and over 420 million page views. This quick start guide and position paper from the digital strategy team at Leo Burnett / Arc Worldwide Chicago helps brands understand what they need to know about this social phenomenon.

Published in: Business, Technology

Pinterest: A Quickstart Guide for Brands

  1. 1. Pinterest: A Quickstart Guide for BrandsPinterestWhat is Pinterest? Pinterest: A social image sharing website and app where users can create and organize theme-based visual collections of images. User Actions: Users can browse, repin, comment on, and like Pins Pin: An image added to Pinterest. Can be added from any site using the “Pin it” button or you users can upload images from their computer or mobile device. Board. Set of Pins related to one topic. Users can follow all boards or specific Mobile app boards of other users. available for iOSWho’s Using it? Early adopters Estimated 59% are 3 that have requested or been invited to join million users women age 25-44 +Why is it relevant for brands? Pinterest is an interesting platform for brands because: • It has a passionate and growing group of early adopters that are regular consumers, not just tech fans. • It’s about sharing your passions. Therefore, interactions tend to be more positive rather than complaints and negativity. • It can extend the reach of your brand content. • It provides an opportunity to associate your brand with specific themes or attributes. • It can impact SEO via link building. You can link digital properties to your account and each pin links back to it’s original source.Pinterest: A Quickstart Guide For Brands, January 2012 © Leo Burnett/Arc WorldwideContact: Kate Twohig (312-220-6734 ) or Marina Molenda (312-220-5465)
  2. 2. Pinterest: A Quickstart Guide for BrandsPinterest How should brands engage?Best Practices Activation Examples1. Pin from various sources, including repins from within the site. 1. Build buzz with contests and unique content.2. Create a few boards that cover a broad range of interests. 2. Connect with consumers by engaging with their pins.3. Show off different facets of your brand personality or values. 3. Get consumer insights & feedback via comments,4. Share content that’s relevant, valuable & not overly likes, repins. promotional. 4. Tell your brand’s story through visuals.5. Include eye catching visuals in your digital assets. 5. Provide inside access.6. Boards should contain enough content to make them 6. Feature customer’s product interpretations worth following. into your Boards.7. Be responsive. Success means providing content that fits with8. Add new pins as much as possible. the brand and user behaviors on the platform9. Promote your presence. Design Inspiration West Elm10. Monitor. Search for pins about your brand and check what Food  Whole Foods people are pinning from your site using Travel  The Travel Channel[URL]. Access  The Today Show Fashion  Bergdorf GoodmanConsiderations SEO Considerations • Pins provide links back to the original source. This can impact link building and traffic for your website. • To improve discovery of your content, be strategic with key words used for boards and descriptions. Pinning Limitations • Users are not able to pin Facebook images. • Users are not able to pin from flash-based websites. Partnerships • Consider how brand, philanthropy, and media partnerships can be featured and provide something unique to followers. Promotion Price Linking Your Social Sites • When you create an account you can choose to connect your Twitter and Facebook account, along with your brand site. • Pin It tags can be added to brand • Price tags can be added by including • You can choose to share your Pins sites (ex. a price within the description. across networks or embed them on • Brands should promote their • This feature is more appropriate for a brand site. Pinterest presence through individual sellers and brands should digital assets such as email. be cautious of using it. Final Thoughts Pinterest is still a very new platform and technically is still in beta. This means the user experience and stability of the platform is still in the works. However, for brands that have the right fit with the platform, there is opportunity to innovate, experiment, and connect with your consumers in a new and interesting way. For most brands, it may be best not to dedicate a significant amount of resources to this platform.Pinterest: A Quickstart Guide For Brands, January 2012 © Leo Burnett/Arc WorldwideContact: Kate Twohig (312-220-6734 ) or Marina Molenda (312-220-5465)