How Travel Brands Use Social Pinning the Right Way


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With 87% of travelers using the internet for their travel planning and 52% changing their original travel plans based on the influence of social media, companies can't afford to ignore the power of social media.

This presentation explains how travelers use Pinterest and recommends how travel related companies can use Pinterest to market to their audiences. It also includes Tips and Tricks with examples.

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  • more than California Avocados (486 followers, 144 pins), Chilean Avocados (147 followers, 201 pins), and Avocados from Mexico (283 followers, 268 pins) combined! It’s more than Cabot Cheese, Panera Bread, Peanut Butter & Co, P.F. Chang’s, Tillamook Cheese, Hardee’s Hamburgers, and even Dunkin’ Donuts!
  • Gilt Groupe
  • How Travel Brands Use Social Pinning the Right Way

    1. 1. SITELAB INTERACTIVEJenn Barber – Social Media StrategistFrom startups to large enterprise brands, I consultSiteLab’s clients to connect them with opportunitiesto engage with social media. A few of my clientsuccesses include: Growing Facebook likes to over 40,000 in less than 6 months @jbarber5000 Attracting over 680,000 referred visits from Pinterest alone Writing engaging content Retweeted by the Huffington Post and Self Magazine
    2. 2. TRAVELERS USE SOCIAL MEDIATravelers use the Internet for most of their travel planning 87% of travelers used the Internet for most of their travel planning 62% research an upcoming trip 45% sourced initial trip idea 31% watched travel videoSocial Media influences travelers 52% have changed their original travel plans 50% of travel companies agreed direct bookings generated from social mediaSource:
    3. 3. ENTER PINTERESTanother social media site
    4. 4. Pinterest is a place to organize and share online images that you findinteresting or inspiring. Once uploaded or shared on Pinterest, theseimages become known as pins, which the user can place oncustomized, themed boards.
    5. 5.  Pinterest hit 10MM US Monthly Unique Visitors faster than any independent site in history 12 MM registered users (#5) 104 MM monthly visits (#3) 68% Women / 32% Men Most age 25-44; 28% have a HH income of $100K+ Time Spent by Avg Social Networking User/Mo – 405 mins (#1)Source:
    6. 6. SOCIALLY INTEGRATED 9 MM Monthly Facebook-connected users More than one-fifth of Facebook-connected users are on Pinterest daily (which represents more than 2 MM members) Generates more referral traffic to websites than YouTube, Google+, and LinkedIn combined Pinterest API plays nice with email marketing (MailChimp), Facebook, Photo Sharing (Flickr), Browsers, and Video (Vimeo)Source:
    7. 7. CVBs, Media, Attractions, Airlines, Hotels…
    8. 8. SO WHAT…are these people doing?
    14. 14. WELL, I’M READY how about you?
    15. 15. First, let’s decide where we’ll go… Evaluation – Beautiful Pictures
    16. 16. Ok, what will we do when we get there… Collection – Easy-to-Share Content
    17. 17. What are we going to pack…Preparation – Helpful Tips & Amenities
    18. 18. We’re back… that was fun! Sharing – Beautiful Pictures
    19. 19. GET STARTEDsome recommendations
    20. 20. TRAVEL MARKETING ON PINTEREST  Showcase your stuff  Share some secrets  DON’T include pricing on your pins  Connect with the community  Collaborate  Build your brand image  Create variety with videos  Stay social  Add buttons to your site  Run a contest
    21. 21. Hass Avocado Board Collaborative Board  Slow growth of followers in the beginning  Created “Avocado Lovers” Board  Invited a few bloggers in the community, and then opened it to anyone who requested  Low maintenance, delete duplicates  Results: 11,170 followers, 10,158 pins to 1 board / 12,429 followers to profile  Unsolicited blog posts  Lots of content and conversation starters  More followers than Dunkin Donuts, PaneraCASE STUDY
    22. 22. Visit Savannah Variety of Visuals  Marketing the Savannah area for leisure tourism, meetings and conventions  Began using Pinterest in November 2011 as an experiment – in just 3 months attracted nearly 12,000 followers  Sept 2012: 16,038 followers with 32 boards  Personalized – “… by Amy B.”  Organized by Interests and Lifestyle  Pinterest tab on their Facebook page  Harness the power of Paula Deen (and butter)CASE STUDY
    23. 23. Four Seasons Austin Build Around Lifestyle  Builds boards around the city  Austin Lifestyle – weddings, adventures, day trips  Amenities – in-house dining options, amenities, spa services, meeting space  Sept 2012: 690 followers with 19 boards  Contrast this with Chicago (327 followers) and Los Angeles (567 follower) who are much less city-focused.  Other hotel ideas – city, design, event photos, what a wedding would look likeCASE STUDY
    24. 24. Best Western Contest – Create board  Niche – Celebrating Small Business Week  “How to Enjoy the Traveling, of Travel”  Prize - $500 Best Western Gift Card  “Share with us the things you enjoy while out on the road traveling for business.”  Pin items to YOUR board and then post the link in the comments on Best Western board  Showcases what they’re good at – Budget Travel for business or pleasureCASE STUDY
    25. 25. Jetsetter Contest – Curator  Community that provides members with insider access, expert knowledge and exclusive deals on the worlds greatest vacations to travelers  Asked fans to make the ultimate travel destination pinboard from and web with #JetSetterCurator hashtag  4 categories – escape, adventure, style, cosmopolitan (market research), posted exs  Big name Panel of Judges – Arianna Huffington  Prizes for best pinboard & most followers  1.6 MM followersCASE STUDY
    26. 26. CONTEST BEST PRACTICES Contest type – Best pinboard, Most likes/repins, Sweepstakes Consider board names and placement Include detailed instructions – hashtags, board title, comments, forms Review Pinterest’s Terms & Conditions Create a landing page with contest info, rules, and regulations Make sure your images are pinnable and land users on relevant page Support contest through eblasts, blogs, Facebook, Twitter, website Benchmark engagement Use thoughtful copy for image captions
    27. 27. HOW ABOUTsome tips and tricks
    28. 28. INCREASE ENGAGEMENTInclude a call to action in pin description
    29. 29. INCREASE VISIBILITYPin 1 hour before the the peak periods
    30. 30. GET FOUNDUse keywords in images, descriptions, and titles
    31. 31. INTEGRATE WITH SOCIAL MEDIA Integrate with other social media
    32. 32. INTEGRATE EMAIL MARKETINGInclude follow icons and “pinspiration” in email
    33. 33. CHECK ORIGINAL SOURCEEver clicked a pin only to go to an error page?
    34. 34. ON THE WEBSITEOn the home page, footer, and “Pin It” on pages
    35. 35. AVOID LOOKING LIKE A SPAMMER Do not only include links to your website Do not post the image more than once Do not use stock images Do not fail to organize your boards Do not neglect to “like” and repin Do not pin your image in the wrong category
    36. 36. MEASURE SUCCESSMetrics Referral traffic Clicks per pin Re-pins per pin Average visit duration Conversion ratePlatforms PinReach Repinly and more… Benchmark and measure success!
    37. 37. Q&Ait’s your turn