Pinning for Profit Maria Harrison, Partner & Owner, BullsEye Strategy Social media's new darling, Pinterest, is capturing the attention of users worldwide. This virtual interactive bulletin board where individuals and businesses alike can pin interests and drive user's to their site has taken off like wildfire but most companies haven't figured out their Pinterest strategy yet. Come to this session to figure out whether Pinterest is right for your company, and best practices to leverage it. We'll look at real world case studies for large and small to medium sized businesses to see how they're using Pinterest, discuss best practices for setting up a Pinterest presence, how to engage your audience on Pinterest and more. You'll leave these sessions with answers to your biggest burning questions about Pinterest including: What is Pinterest? Who's using Pinterest? Is it right for my business? How do I get started? How do I measure my success on Pinterest?

1. Pinning
for
Profit
SFIMA
Summit,
2012
Presented
by
Maria
A.
Harrison
Partner
and
Owner

2. Today
you’ll
learn…
! What is Pinterest
! Who’s Pinning
! How Users are Engaging with Pinterest
! How Companies are Using It To:
ü Drive Direct Traffic
ü Extend the Shelf Life Of Content
ü Drive Brand Engagement & Loyalty
ü Drive Revenue
!

3. About Bullseye Strategy
! Experienced interactive marketing and business development firm
! Deep roots in interactive and partnership marketing

4. What We Do

5. Who
Are
YOU?
• B2B Marketer?
• B2C Marketer?
• Personal Pinterest account?
• Business Pinterest account?
• Been to Pinterest.com?

6. What’s
All
the
Fuss
About?
!
Hit
10
million
unique
visitors
faster
than
ANY
site
in
US
history
! Over
100
top
brands
use
it
! 31
employees;
was
only
16
in
Feb.
! Backed
by
some
seriously
successful
folks
! Daily
users
have
increased
over
145%
since
beginning
of
2012
! Genera6ng
more
referral
traffic
to
web
sites
than
Google+,
YouTube,
and
LinkedIn,
COMBINED!
✖ LINKS
=
NO
SEO
VALUE!

8. What is Pinterest?
! Pinterest
is
a
virtual
pinboard;
collect
links
to
things
you
love,
and
pin
their
images
on
Pinterest.
! When
you
pin
something
you
share
an
image
and
link
to
the
original
content
you
found
online.
! You
can
also
create
related
collecSons
of
things
called
Pinboards
or
Boards .
! Visitors
to
the
site,
and
of
course,
followers
of
your
pinning
acSvity,
can
discover
new
things
grouped
into
a
variety
of
categories.

9. Who’s
Pinning?
68%
of
Users
are
WOMEN
50%
Have
Kids

10. Who’s
Pinning?
28%
AHHI
of
$100,000+
27%
25-­‐34
22%
35-­‐44

11. Who
liked
biology
class?

13. ! Create
a
buzz/feels
exclusive
! Aaempt
to
have
only
humans
and
not
bots
registering
! P
sends
you
a
liale
email
to
acknowledge
you
signed
up
! Send
you
an
invite
in
2-­‐3
days
anyway
! Personal
invites
seem
to
get
fulfilled
faster

18. Elements
of
Twiaer
of
Facebook

23. Pinterest Buttons

24. Why Use Pinterest?
! Pinterest s
Push
Mentality
-­‐
brands
are
able
to
push
out
content
on
their
own
Sme
without
a
brand
page
to
constantly
update.
!
Niche
Value
-­‐
Leverage
Pinterest s
pin
what
you
know
and
love
mentality
by
creaSng
industry-­‐specific
boards
and
using
specific
keyword
searches
to
find
like-­‐minded
pins,
boards
and
users.
!

25. Why Use Pinterest?
!
Expert
Posi6oning
-­‐
USlize
Pinterest s
open
boards ,
which
allow
mulSple
users
to
pin
to
one
board,
to
collaborate.
!
Real
6me
trending
-­‐
Keep
tabs
on
what s
about
to
get
hot.
Anyone
designing
anything
would
be
wise
to
dig
in
and
search
Pinterest
for
related
elements
and
cues.

26. Pinterest Revenue
! Started
to
do
it
quietly
but
the
word
is
out
! Unheard
of
for
a
social
media
company
at
such
an
early
stage
! Adding
affiliate
links
to
user
pins
(through
a
sofware
service
provider)

27. Pinterest and Google Analytics
! Find
out
what
the
real
value
of
Pinterest
is
to
your
company
! Using
Google
AnalyScs?
! From
there,
if
you
don’t
see
pinterest.com
(or
m.pinterest.com)
in
your
top
10
referrals,
search
“pinterest”
using
the
inline
filter
at
the
top
of
the
table.

28. Pinterest and Google Analytics
More
advanced
reporSng
via
segments
and
custom
filters:
hap://mashable.com/2012/03/13/pinterest-­‐track-­‐traffic/

29. Blogger
Success
Story

30. www.erikathomas.com

31. Blogger
Success
Story
! Blogging for 2 Years
! Started Pinning in end of Jan/February
! Pinterest is Has Surpassed Facebook and Twitter!
ü Tweets go dead in minutes
ü Facebook posts get pushed down in the news feed
ü People less likely to RT or Share (anecdotal)

32. Blogger
Success
Story
! Example Pin:
ü 20 Hours
ü 81 Repins
ü 26 Likes
! Constant Repinning of Her Pins
! Constantly Showing Up in People’s Feeds
! Followed Other Fashionistas and Fashion Brands;
Reciprocal Following

33. Blogger
Success
Story
! The Proof Is In Her Numbers
ü 92% of Pinterest visitors are first-time visitors
ü Started pinning Jan/Feb Timeframe but not from her blog
ü Started pinning from her blog in April
ü Traffic Has Grown:
Ø January: 1%
Ø February: 3%
Ø March: 8%
Ø April: 12%
Ø May: 21% (already)-
Facebook traffic is only 7%, Twitter is less than 1%.
ü Projects 25% of Her Traffic to be from P by end of May
!

34. Blogger
Success
Story
! P has brought her recognition from a national brand, JC Penney
! Pinterest Promotion:
! A Select Few Were Chosen
! Shop for Tribal/Tropical Themed Apparel and Accessories
! $100 Gift Card
! Bloggers are required to create a Tropical & Tribal
pinboard with at least 2 pins from JC Penney items
and anything else inspiring—sunsets, island photos, etc. to
promote JCPenney for summer.
! Opportunity for JC Penney to leverage the popularity of
an already successful blogger with a following, forcing their
images into people’s feeds who might not otherwise follow
JC Penney/see their fashion

35. Blogger
Success
Story
! P is also making her cash register ring
! BP (Before Pinterest):
ü Successful affiliate marketers needed
Ø Web sites
Ø Great SEO
Ø PPC budgets
Ø Great email lists
! After Pinterest:
! Strong P Account with a good following, and she’s making
money every day
! Affiliate links on her pins

36. B2C
Retailer
Success
Stories

37. ! One
of
the
earliest
brands
on
P,
started
in
2011
! Curators
of
“content”
! Few
links
to
their
own
products
! Looking
for
exposure
to
new
markets,
new
customers
! Paying
tribute
to
sustainability
bloggers
! Driving
traffic
to
wholefoods.com

38. B2C
Retailer
Success
Stories

39. ! In
contrast
to
WF
! Show
crafs
that
can
be
done
with
their
products
! Links
to
their
site
where
you
can
learn
more
about
the
products
! Follows
other
crafers
! Exposure
to
new
audiences
! Keeps
them
top
of
mind

40. Other
Success
Stories
! MLB
using
it
for
each
team
! Fashion
retailers
such
as
Nordstrom
and
JC
Penney
! Food
publishers
such
as
cookinglight.com
Notably
missing
from
this
list
is
the
travel
industry
IMHO!
Where
are
the
cruise
lines,
hotels,
and
visitor
bureaus?
If
you’re
here,
I
have
ideas
for
you!

42. B2B
Success
Story
! B2B
is
another
sleeper
area
for
P
! Tips
for
success:
ü Original
infographics
ü Sample
work
product
–
e.g.
campaigns,
products,
screenshots
of
sofware
products
ü “Birds
of
a
Feather”
rules
applies
to
P
also
ü “Listening”
or
in
this
case
“Looking”
applies
to
P
also

43. Recap
–
Did
I
Deliver?
! What is Pinterest
! Who’s Pinning
! How Users are Engaging with Pinterest
! How Companies are Using It To:
ü Drive Direct Traffic
ü Extend the Shelf Life Of Content
ü Drive Brand Engagement & Loyalty
ü Drive Revenue
!

44. THANK
YOU
Maria
Harrison
Partner
and
Owner
maria@bullseyestrategy.com
www.bullseyestrategy.com
h]p://www.linkedin.com/in/mharrison
h]p://twi]er.com/#!/bullseyestrat
h]p://www.facebook.com/BullseyeStrategy