Social Studies: Pinterest & Instagram for Brands

SOCIAL STUDIES: PINTEREST & INSTAGRAM April, 2012SOCIAL STUDIES: PINTEREST & INSTAGRAM

&SOCIAL STUDIES: PINTEREST & INSTAGRAM

Meet,Pinterest (n. pin-tərist) : a virtual bulletin board that enables users to share images and links they ﬁndinteresting or inspiring. Once shared, these images become “Pins” that can be placed on thematic “boards”that users can customize for any topic. SOCIAL STUDIES: PINTEREST & INSTAGRAM

PINTEREST’S AUDIENCEPinterest’s audience statistics W 70%+ 25-54 50%+ 75K+ 45%+ Pinterest’s average user today. From May 2011 to January 2012, monthly site visits grew to nearly 12 million. Percentage of Pinterest users accessing the site via mobile 1.6 % browser, indicating an overwhelming majority of users browse on PCs. In good company. Other top sites that Pinterest users visit. All cross-over trafﬁc reﬂect visits to sites that are known for beautiful photography and good content. Sources: Comscore, February 2012 & Alexis.comSOCIAL STUDIES: PINTEREST & INSTAGRAM

PINTEREST’S FEATURESPinterest’s features •  The Pin: The core of the Pinterest experience is the Pin, a single inspiring image or item from the Internet that is shared with your followers. •  Boards: Users categorize their Pins into “boards” that reflect their interests. In April 2012, Pinterest allowed users to set the cover image for each of their boards. •  Following People: Pinterest encourages users to “follow” one another, similar to Twitter. The pinterest.com home page displays recent Pins chronologically. •  Following Individual Boards: Users are able to follow all of a user’s boards or select individual boards to cut through the clutter. •  The Pin-It Applet: Pinterest enables users to add a “Pin It” button to the bookmarks bar of any web browser. When a user comes across something interesting, clicking the “Pin It” button easily adds it to the user’s boards. •  Pinterest Behaviors: Users are encouraged to “Like” pins posted by the people they follow, “Repin” items they want to showcase on their boards and “Comment” on Pins they find interesting. Only the image is Pinned, so users expect to click-through a Pin to the original site, positioning Pinterest as a top referring traffic site. SOCIAL STUDIES: PINTEREST & INSTAGRAM

PINTEREST.COM HOME PAGEPinterest’s home page The home page shows Pins from the people you follow.SOCIAL STUDIES: PINTEREST & INSTAGRAM

THE ANATOMY OF A PIN Anatomy of a pin The site from which the Pin originated is On roll-over of the shown in the detailed pin, activity options view. display, including Standard Pin View Pin Detail View “Repin,” “Like” and “Comment.” Additional share options arePins with prices displayed on thelisted with “$” or detailed view. “£” in thedescriptionautomaticallygenerate pricebanners. The description ofyour pin, set to a 500character maximum.Your proﬁle Pinning options arephoto, display denoted in detail view,name and board including Pinmarklet oryou pinned this the board from whichitem to are all The comment section you repinned your Pin.included in the is moved to bottomdetails below the of the pin. description. SOCIAL STUDIES: PINTEREST & INSTAGRAM

THE PSYCHOLOGY OF SHARINGWhat makes Pinterest special?•  It’s Totally Addictive: Pins are always changing in your feed, so there’s a sense that the best Pins may pass you by if they’re missed the ﬁrst time around. Additionally, Pinterest’s structure is social to the core. It’s easy to explore other peoples’ boards and Pins with a few clicks and get lost Pinterest exploration. •  It’s Timely: Pins are shown in a gallery chronologically. You see Pins as they happen, so there is constant content creation happening every minute. •  It’s Aspirational: Pinterest collects your inspirations and posts them for you to revisit later as visual bookmarks that plug-in to the way our brains are wired. •  It’s Built for Discovery: Pinterest limits a Pin’s description to 500 characters, so for recipes and other types of Pins, it’s best to click-through and discover the full details of a Pin. This helps users discover new sites and inspiration. “In January 2012, the average visit on Pinterest.com lasted 97.8 minutes.” Source: Statista.comSOCIAL STUDIES: PINTEREST & INSTAGRAM

PIN VS POSTWhy Pin over Post?•  On Pinterest, everyone is a tastemaker: Pinterest is a site that makes everyone an equal-opportunity influencer. While other social media channels enable you to share what you are doing and where you are, Pinterest lets you discover and share who you are and who you want to be. A freshman in her dorm room in Omaha can be just as influential as Marie Claire fashion director Nina Garcia. •  All Pinterest users are your audience: Pinterest has an inherently collaborative core, where other peoples’ Pins help define your own identity. Other social sites emphasize a one-way tastemaker relationship. •  Moving at the speed of a Pin: It’s expected that Pins will be shared often, so the amplification of your Pins results in a social experience that builds your own personal brand more than circulating a post to your existing audiences.SOCIAL STUDIES: PINTEREST & INSTAGRAM

THE PSYCHOLOGY OF SHARINGPinterest do’s & don’ts for brands •  DO: Take the time to establish your boards, identity and strategy and fill your boards with starter Pins before connecting with followers and opening your Pinterest presence to public scrutiny. •  DO: Follow people. Connect your Facebook and Twitter accounts to your Pinterest account to find your brand’s existing fans and followers.•  DO: Use your followers as an informal focus group. Don’t just engage with them, listen to what they are saying through their Pins and boards. A lot of insight can be gained by keeping a finger on the pulse of your Pinterest followers. •  DON’T: Just post your own products, services or offerings. This isn’t just a suggestion, it’s a mandate. If Pinterest catches wind of you doing this, you may be removed as a user. Pinterest is all about inspiration – not self-promotion, it’s a soft sell. •  DO: Organize your pins into boards that represent your core values as a brand and surprise and delight your followers. Start off with Pinterest’s default boards to get you started, but as you discover and Pin new items, create new boards that fit into new themes. The possibilities are endless. •  DON’T: Create boards that are too specific. You’ll never fill them. •  DO: Write descriptions of your Pins and credit your sources, including the name of the recipe, artist or product. This will help your Pins show up when other users search for related topics. SOCIAL STUDIES: PINTEREST & INSTAGRAM

THE FUTURE OF PINTERESTWhat does the future hold?•  Pinterest is emerging as the top social commerce referral site, ranking fifth behind Facebook, YouTube, Twitter and Yahoo.•  Pinterest has quickly become one of the most popular social media portals for consumers to visit prior to visiting retailers’ websites. It has already surpassed Google+ in driving retailer site traffic.•  Estimated unique visitors to pinterest.com increased by 329% from September to December 2011.•  As websites continue to add Pinterest to their social integration toolkit, Pinterest’s user base will continue to grow and refer traffic to retailers’ sites and beyond. Nonprofits and micro-lending organizations like Kiva are using the tool to showcase the people who are helped by their organization. •  Although a date hasn’t been set, Pinterest will launch publically, open its doors to all users and establish more concrete guidelines for brands and users. Currently, no safeguards exist to prevent users from “squatting” on brand names. SOCIAL STUDIES: PINTEREST & INSTAGRAM

BRANDS ON PINTERESTWhich brands use Pinterest well?SOCIAL STUDIES: PINTEREST & INSTAGRAM

BRANDS ON PINTERESTChobani•  Builds unexpectedly compelling boards that don’t necessarily relate to selling yogurt, but sell an aspirational lifestyle. Their boards represent the core values of their brand: simplicity, ﬁtness, health, ﬂavor and travel, including a board for their slogan “Nothing But Good” which has nearly 6,000 followers. •  Provides clever ideas that helpusers to make healthy choices in their everyday diets by using Chobani yogurt. •  Interacts with its followers and repins their pins. •  Provides parents with kid-friendly ideas on their “Chobani Champions” board. SOCIAL STUDIES: PINTEREST & INSTAGRAM

BRANDS ON PINTERESTMartha Stewart •  Martha is active on Pinterest, with great boards full of Martha’s “Good Things.” •  Martha extends the Pinterest experience to her site, where all of her recipes include “Pin It” buttons along the side. More often than not, people share via Pinterest over the other options like StumbleUpon, Google+, Facebook and Twitter. SOCIAL STUDIES: PINTEREST & INSTAGRAM

BRANDS ON PINTERESTWarby Parker•  Much like Chobani, Warby Parker is selling a lifestyle. They post gorgeous photos of cities around the world as inspiration, as well as boards that showcase things related to glasses: sunny spots, books and city sights.•  They assert themselves as style leaders by posting boards heavily inﬂuenced by style.•  As a vendor of accessories, they post other accessories that may go well with glasses in their “In Good Company” board. SOCIAL STUDIES: PINTEREST & INSTAGRAM

BRANDS ON PINTERESTMcDonald’s•  McDonald’s has a small following on Pinterest, but their account is fairly new. •  McDonald’s boards represent a well- rounded snapshot of their brand, including charitable efforts, global menu items, restaurant locations, sponsorships and partnerships. •  McDonald’s actively engages with their followers by commenting and adding Likes to Pins. SOCIAL STUDIES: PINTEREST & INSTAGRAM

START PINNINGHow to use Pinterest in 5 steps•  Get invited. Pinterest is still in private beta. Find somebody you know on Pinterest and get an invite. Yes, still. Brand names are being squatted.•  Follow people. Travel-down the inspiration rabbit hole and follow people on Pinterest. Connect your Facebook and Twitter accounts to ﬁnd friends that are already on Pinterest. •  Start Pinning. Find what you love and pPn them to your boards. Evolve your boards as your content evolves. •  Pin It Buttons can be easily added to your site to encourage pinning behavior. Pinterest makes it easy for brands to pull the necessary code in the “goodies” section of their website. •  Search for what people have already pinned related to your brand. You might be surprised. SOCIAL STUDIES: PINTEREST & INSTAGRAM

Your friends in the Community departmentSOCIAL STUDIES: PINTEREST & INSTAGRAM

Meet,Instagram (n. in-stə-gram): An iPhone and Android photo sharing application that allows users to sharephotos with friends. After photos are taken, users may select from a variety of ﬁlters to add patina andvintage ﬂair to their photos. SOCIAL STUDIES: PINTEREST & INSTAGRAM

SOCIAL STUDIES: PINTEREST & INSTAGRAM

So, what is Instagram?•  What it’s for: Instagram is the perfect tool for transforming your humdrum photos into art by applying ﬁlters to make your pictures look the right amount better. Great for the budding photographer, hipster or just the average person who wants to communicate their lifestyle in beautiful vintage- style photos. •  Constant content: Every second of every day, Instagram’s servers process 26 photo uploads and a new account activation. iPhone app"•  The biggest and the best: Instagram has earned the title of the largest mobile-only social network. Android app"SOCIAL STUDIES: PINTEREST & INSTAGRAM

Instagram’s Audience On April 3, 2012 Instagram became available for Android devices in addition to iPhone devices. Since the release of the Android app, Instagram’s userbase has grown by nearly 1,000,000 users a day. 40,000,000+ Active users as reported in April 2012. Recent growth of the mobile application is attributed to the release of the iPhone 4S with its faster processor and better camera and the Android application. On April 9, 2012 Facebook purchased Instagram for $1 billion with the promise that the application will continue to operate as a stand-alone experience. Sources: techcrunch.comSOCIAL STUDIES: PINTEREST & INSTAGRAM

Anatomy of a user or brand’s profile Photos are shown in gallery form or may be viewed in large form in a scrolling list if you selectWhen viewing a the list view button at theuser’s profile, the center top of the app. number of photosposted, number offollowers andnumber of peoplethey’re following islisted at the top. Instagram’s app has navigation buttons in the The center section of dock at the bottom of the profile includes a the screen. From left to “follow” button, the right they are the home users’ profile and a screen, recent popular link to their website if images, take and upload they have provided an image, news feed one. This information (including Likes, can be edited at any comments and follower time. news) and settings. SOCIAL STUDIES: PINTEREST & INSTAGRAM

Anatomy of a posted photoThe user’s proﬁlepicture andusername is frontand center. Additional share functionality is included, including the ability to tweet or ﬂag the photo for review. Clicking this button on your own photos allows you to The number of delete, share via Twitter, Likes, and Tumblr and Facebook, comments are copy the image URL or organized below the email the photo. photo, as are the buttons to Like or comment. SOCIAL STUDIES: PINTEREST & INSTAGRAM

Instagram’s features. •  Following Accounts: Much like Twitter, you follow friends and strangers and view their photo uploads in a feed. Instagram makes it easy to connect other social channels like Facebook and Twitter to your Instagram profile to find friends and brands already using the service. You may also search through your phone’s contacts to find users. •  #hashtags are recognized and linked so that related photos can be browsed. Users can do this by clicking hashtags in their feed or by searching through Instagram and discovering for themselves. •  Users can Like, and Comment on photos, as well as tag the location and search for other photos tagged, based on Foursquare’s database of locations. Using a strong database like Foursquare ensures that all socially-active businesses may already have photos associated with them. SOCIAL STUDIES: PINTEREST & INSTAGRAM

What makes Instagram special? There are other photo apps out there. What made Instagram adoption faster than Hipstamatic and ShakeIt?•  The Instagram API: They may not even have a full website yet, but Instagram’s API puts almost everything on Instagram out there for you to use. Tap into the API and pull photos by location, hashtag or user account. •  Simple Sharing: The user interface makes taking, ﬁltering and sharing photos easy. •  It’s Free: Both the app and the photo ﬁlters are free. Forever. •  All of your (iPhone) friends are there. Or they will be. With 26 new users signing up every second, it’s only a matter of time. SOCIAL STUDIES: PINTEREST & INSTAGRAM

DO’S AND DON’TSInstagram do’s and don’ts for brands •  DO: Learn the shortcuts. You can tap twice on any photo in your feed to Like it quickly. If you want to change a photo caption (hey, spelling mistakes happen) or delete a spammy comment, simply navigate to the photo, click the “comment” button and swipe left to right to delete individual comments. •  DO: Follow the Instagram blog. They post app updates, tips (like those above) and other fun information.•  DON’T: Just post a single kind of photo – followers will get bored of the monotony. Instagram does the hard work of making your photos look extra interesting, so just keep you eyes peeled for inspiration and cool things around you that represent your brand’s identity.•  DO: Tag the location of your photos. Instagram taps into the Foursquare API for their locations, so just about everywhere you go, there will be an album of photos other users are contributing to. If your business is location- based, periodically review the photos that are tagged there and send a Like or comment as a shout-out.•  DO: Hashtag! On Instagram, users can search for photos by hashtags. As an added bonus, when photos with hashtags are shared via Twitter, the hashtag links are carried over.•  DON’T: Take a photo of everything. Be selective. There’s an informal two latte per month limit. •  DON’T: Like everything in your feed. This isn’t a popularity contest.•  DO: Use Instagram to give behind-the-scenes looks at new products or announcements.SOCIAL STUDIES: PINTEREST & INSTAGRAM

BRANDS ON INSTAGRAMWhich brands are using Instagram well?SOCIAL STUDIES: PINTEREST & INSTAGRAM

BRANDS ON INSTAGRAMBoston Celtics •  The Celtics give their followers center court tickets by posting up-close and personal photos of team members and game activities from the ﬂoor. •  The Celtics have a ravenous fanbase, currently topping 80,000 fans. •  The Celtics tag all of their photos at TD Garden – where the Celtics play – and have used follower-posted photos posted at games during their in-game entertainment on Jumbotrons. SOCIAL STUDIES: PINTEREST & INSTAGRAM

BRANDS ON INSTAGRAMGeneral Electric •  GE launched an Instagram-based contest to ﬁnd the next GE “Instagrapher” by urging followers to share photos that represent GE’s core values: moving, curing, powering and building. •  GE selected a winner from more than 3,000 entries using the hashtag #GEinspiredME to win a ﬁrst class trip to the United Kingdom to tour GE facilities and earn the title of GE’s Instagrapher (valued at $11,000). •  GE cross-promoted their Instagram contest by creating a Facebook album of the hand-selected best photo submissions so fans could vote for their favorites. The winning photo"SOCIAL STUDIES: PINTEREST & INSTAGRAM

GET STARTEDHow to use Instagram in 5 easy steps •  Grab your phone and download the app. •  Follow people. Find friends of your brand by connecting your Instagram account with Facebook and Twitter. •  Snap some photos and discover your favorite ﬁlters. Fill your Instagram feed with at least a few pictures before following users and give them something to Like. •  Use #hashtags and tag a location for your photos. This will help users ﬁnd your photos more easily. •  Explore your #hashtags and locations, and follow like- minded friends.SOCIAL STUDIES: PINTEREST & INSTAGRAM

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Social Studies: Pinterest & Instagram for Brands

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