The document provides guidance on using Pinterest effectively for business purposes. It discusses what Pinterest is, why businesses should use it, how to set up an account and boards, best practices for pinning content, engaging with other users, and types of content that typically perform well such as lifestyle content, branded content, user-generated content, contests, and selling products. The document aims to help businesses leverage visual social media to promote their brand and drive traffic to their website.

1.
THE
PINTEREST
GUIDE
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2.
TABLE OF CONTENT
Section 1: Introduction to Pinterest
What is Pinterest?
Why we should care?
Top 10 Pinterest Boards
Pinterest Vocabulary
Section 2: Your Pinterest Board
How to sign up for Pinterest?
How do I install the "Pin It" button?
How do I Pin stuff I find on the web?
How to use Pinterest?
When is the best time to make a Pin?
How often should I share content?
Which categories are Pinteresting on Pinterest?
Which content for your Pinterest?
Section 3: Pinterest Best Practice
Section 4: Disko for your Pinterest
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3.
INTRODUCTION
TO
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4.
WHAT IS PINTEREST?
Pinterest is a social media website that allows users to organize and
share P(interesting) content from around the web on a virtual Pinboard.
The content is organised in virtual Pinboards that appear as different
categories. Popular categories to follow are travel, cars, film, humour,
home design, sport, fashion, and art.
All the photos, images and videos from the websites, as well as the
videos that have been created personally by the users, can be uploaded.
Every content is called « Pin ».
The users can like your pins or they can « repin » them on their own
Pinboards. Other Pinners can comment on your Pins or share them on
Facebook and Twitter.
You can follow other Pinboards of friends or people and they can
follow you.
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5.
WHY WE SHOULD CARE?
Fastest website in history
Pinterest is said to be the fastest website in history to blast beyond the
10-million-visitors-a-month benchmark and it is growing at an
astounding rate.
1,3 million visitors per day
Today, more than 1million daily visitors can’t stop pinning their favourite
photos and images on Pinterest every day.
More than 14,9 million users
In July 2012, Pinterest had more than 14,9 million users. Pinterest users
have increased by more than 145% since the beginning of 2012.
Passionate users
Pinterest users are passionate and tend to spend a lot of time on the
site. American users of the social network spend an average of 1hour
and 17 minutes on Pinterest as compared to: Twitter (36minutes),
LinkedIn (17 minutes), Google+ (6minutes).
2-3 times as active as Twitter users
Pinterest is retaining and engaging users as much as 2-3 times more
efficiently than Twitter was at a similar time in history.
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6.
Ladies Love Pinning
Pinterest users are overwhelmingly female. 80% of Pinterest user base is
female.
Pinterest generates revenue
Statistics show that Pinterest generates four times more revenue per
click than Twitter, and increases revenue by 27 % more per click than
Facebook.
Growing referral traffic
Besides its enormous user base, Pinterest referral traffic grew by 43.7%
from June to July and grew again by 33.33% from July to August.
Undoubtedly, the success of Pinterest may be due to the fact that it
provides a component of interest and social exchange, which is
contextually relevant content to users and their friends.
Pinterest differs from many other social media platforms in that it is
image-based, which has allowed the possibility for users to follow these
images, giving it a strong visual component.
This is why Pinterest is popular for recipe sharing, interior design,
fashion, and online shopping.
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7.
TOP 10 PINTEREST BOARDS
The top profiles, owned by individuals, on Pinterest are over 10 times
larger than the top profiles owned by companies — and none are
celebrity accounts.
Here's the top 10 according to ZoomSphere (July 2012):
Personal Account Followers
Jane Wang 3,828,116
Jennifer Chong 2,153,203
Mike D 1,833,889
Maia McDonald 1,792,461
Caitlin Cawley 1,721,870
anna h 1,666,806
Daniel Bear Hunley1,645,151
Michael Wurm Jr. 1,318,859
Bright.Bazaar 1,314,796
Ez Pudewa 1,268,812
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8.
PINTEREST VOCABULARY
Pin – A pin is an image saved to Pinterest. You can pin any image you
see online or repin one that another user has already pinned.
Board – A board is a collection of pins. These are usually themed and
users can have as many different boards as they like.
Pinning – The act of saving an image to one of your boards on
Pinterest.
Repin – Pinning an image to one of your boards that was previously
pinned by another user to one of their boards.
Pin it button – The tool Pinterest has created to make it easy to pin
any image in your browser just by a button. When you sign up,
Pinterest will guide you on how to install this button.
Like – That is similar to repinning, however you do not make a copy on
your own boards. You’ll find the entire listing of things, which you liked
below “Likes” in your profile page.
Comment – It’s possible to add comments to pins. Simply click the
comment button to comment.
Categories – Pinterest offers already defined general topics or
categories. When creating boards, it is possible to choose the category
showing which board it is closely associated with, for example Cars &
Motorcycles, Architecture, Fitness, Outdoors, Men’s Apparel,
Photography, Tech and so on.
# – You may use hash tags (#) to include searchable tags to your pins
similar to Twitter
@ – You can suggest a pin to a different user under definite conditions.
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9.
YOUR
PINTEREST
BOARD
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10.
HOW TO SIGN UP FOR PINTEREST?
To sign up for Pinterest, go to www.pinterest.com and select the
button "Join Pinterest" at the top of the page. You can register via
Facebook, Twitter, or an e-mail address.
Be sure to register your account with the same email address you use
for your business’ Twitter account so you can easily share your new
pins through your Twitter account, too.
HOW DO I INSTALL THE “PIN IT” BUTTON?
Installing the Pinterest bookmark will enable you to easily add to your
pinboards while you search the web. Add this link to your Bookmarks
Bar: http://pinterest.com/about/goodies/
How to install the Pin It button on different navigators:
Internet Explorer 9
http://www.youtube.com/watch?v=ZVNMhNe_Zok&feature=plcp
Chrome
http://www.youtube.com/watch?v=gRwy0mOAJ7U&feature=plcp
Firefox
http://www.youtube.com/watch?v=IXOQ9LO627U&feature=plcp
Safari
http://www.youtube.com/watch?v=L2tImC_2Gnw&feature=plcp
Once installed in your browser, the “Pin It” button lets you grab an
image from any website and add it to one of your pinboards. When
you pin from a website, it automatically grab the source link with a
credit of the original creator.
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11.
HOW DO I PIN STUFF I FIND ON THE WEB?
Some websites have a “Pin It” button at the bottom of their posts. Click
that button to pin the article. If the website doesn’t
have a “Pin It” button you can add one to your
bookmarks bar on your browser. It just takes a
minute to install. http://pinterest.com/about/goodies
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12.
HOW TO USE PINTEREST?
Once your account is activated, set up your Pinterest profile. This will
help your Pinterest account show up in search engine results:
Set Up Your Personal Preferences
In the top right corner, you should see your name and avatar picture,
which displays a dropdown menu of all your settings when you roll your
mouse over it.
Invite Friends/Find Friends: You can invite
friends without Pinterest accounts or find
friends with existing Pinterest accounts by
using Email, Yahoo, Gmail or your
Facebook network.
Boards: Displays all the pinboards you
created.
Pins: Displays all the things you recently
pinned.
Likes: Displays all the things you liked by pressing the heart icon (found
on each pin).
Settings: Change all your personal settings like your bio, profile picture,
email, password, location, website, social networks and privacy settings.
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13.
Add Things to Your Boards
Once you have set up your profile you can start adding things to your
boards. In order add a Pin, a video, upload a pin or create a board you
have to click the “Add +” option.
Add a Pin: Option to add a direct URL to a specific image you want to
pin.
Upload a Pin: Option to add an image from your computer, so you
can upload it to the web.
Create a Board: Creation of different boards and to organize your pins.
Hint: You can create new boards even as you pin something new.
Before you pin a new image, Pinterest will ask you which board to pin it
to, and you can even create a new board if desired.
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14.
Follow Other Users
If you find that you really like the boards and pins of specific users, you
can follow them so that their images will show up on your personal
homepage board feed.
Simply click the username
of any Pinterest user to
pull up their profile and
click “Follow ” to follow
of that user’s boards, or
you can alternatively
follow specific boards of
that user if you just want
to follow a few.
Interact with Other Users
Pinterest’s intuitive user platform makes it extremely easy for anyone to
share and interact with other people. When you roll your mouse over
every pinned item, you should see the following buttons pop up:
Repin: Use this to repin the item to one of
your own boards.
Like: Click “Like” to let the user know you
put your own sort of “stamp of approval” on
that item by liking it.
Comment: If you have something to say
about the pinned item, feel free to leave a
comment.
If you click on any pinned item, you can also see it in a larger view
frame with even more options. You can tweet the link, post it to your
Facebook profile, embed the code onto a website, and see related
pinned items from the same board and user.
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15.
Discover new things by navigating through Pinterest
On your homepage you should notice a few options in the middle of
the top menu bar. These will help you to find new users to follow and
new things to pin to your boards.
Homepage: The homepage displays
all the things that people you follow
are pinning.
Everything: Option to display a list
of categories of things you can
browse through.
Popular: Images that generate the
most interest, the most repins, the
most likes and the most comments
on Pinterest.
Gifts: Users like to recommend
things they buy or products they sell
on places like Etsy. Gifts are
categorized by a price. Click on any
item to enlarge it and scroll down to
the bottom to see the website link
where you can purchase the item.
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16.
WHEN IS THE BEST TIME TO MAKE A PIN?
If you want to pin during the day, do so between 2 and 4 p.m. EST. The
best time to post in the evening is between 8 p.m. and 1 a.m. EST.
HOW OFTEN SHOULD I SHARE CONTENT?
Pin and maintain your boards regularly to keep your Pinterest presence
alive and well. If you have a regular update schedule for other platforms
you’re on, make a point of going to Pinterest on a pre-determined
schedule to see what’s being pinned by people/brands you already
follow, everything and popular pins (ones with a high number of likes,
comments and repins). By looking at popular pins, you’ll also get an idea
of the type of content that the Pinterest community tends to favour.
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17.
WHICH CATEGORIES ARE PINTERESTING ON
PINTEREST?
Pinterest is a Social Media platform focused on lifestyle. Lifestyle Seekers
on Pinterest are looking for Information, Ideas and Inspiration.
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18.
WHICH CONTENT FOR YOUR PINTEREST?
Pinterest offers a range of activities you can initiate to market your
company to a new audience. The goal here is to gain brand recognition,
drive traffic to your website and be successful at converting the new
visits into leads.
Pinterest is a visual social network. In order to enabled real businesses
to leverage photos as an inbound marketing mechanism you need
create pinboards that highlight your best visual content.
Promote a Lifestyle
Instead of simply blasting people with product pictures, it’s important to
think outside of the box. Work on creating pins that create the actual
lifestyle that your brand has to offer. This type of marketing is more
engaging and effective, since it allows consumers to see how your brand
will fit with their lifestyle.
Asos includes product ideas, lifestyle and celebrity content, and
competitions. Unlike some other retailers ASOS also gets the social
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19.
aspect of Pinterest and has repined a number of images that link to
other blogs and articles.
Showcase Your Brand
Use Pinterest to present your brand and your attractive products on
Pinterest. You can create boards for different product ranges.
Create a user-generated pinboard
By enabling other users to contribute their own pins to your pinboards,
you open up a great opportunity to involve fans and customers in your
marketing. Pick out a few of your top evangelists or customers, and
create a board dedicated to their pins. Ask the customer to pin images
that showcase the lifestyle they enjoy because of your brand. This is a
great way to leverage customer testimonials in a unique and visual way.
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20.
Visual content from Blogs
Interesting photos or videos from your blog or website can be
connected with Pinterest. Start using beautiful images in your blog
articles with the point of pinning them to your pinboards.
Personalizing your brands style or what your brand stands for. Use
Pinterest to show your style, what makes you different, what your
brand stands for. Putting a face to your brand is easily done with
Pinterest.
Create a video gallery
Although images are the main things that get shared on Pinterest,
there’s also a special section for videos too. Create a pinboard of some
of the interesting videos that promotes your product, service or
company.
If the videos are more then puff pieces and add actual value they stand
every chance of getting repined – thus promoting your brand even
further.
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21.
Host a contest
Using Pinterest contests, your brand can engage with consumers in a
personal and cost-effective way.
Contests can also help you collect customer information, preferences
and feedback. This valuable data can then be put into action to enhance
your offerings and acquire more customers.
There are different types of Pinterest contests and examples to get you
inspired to craft a Pinterest contest for your business.
One creative way to utilize Pinterest is to hold a « Pin It to Win It»
contest. Participants are encouraged to browse your website, create
pins of items they liked and the most creative and stylish entries won
prizes. This kind of contest can engage your audience and also gets
them to your site, browsing your products and linking to them!
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22.
Sell your products
When pinning an image, it has to be accompanied by a description. If
you add a “$” or “£” to your pin, Pinterest will automatically create a
price banner for your photo and your pin will also be listed in a special
‘Gifts’ section on the site.
Use Pinterest as a research tool
Pinterest is incredibly valuable in regards to consumer insights. It
instantly shows us what catches people’s eyes and how are they talking
about it through the number of likes and re-pins and the captions. You
have the possibility to have a look at the content being pinned to find
ideas around your vertical markets, observe first-hand reactions on new
products or or test product launches.
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23.
Add links in the descriptions of you pins
Whenever possible, include links back to your website and landing
pages in your pins to drive traffic back to your website. Keep track of
referral traffic and leads generated from Pinterest. Such insights will
inform you about how useful this platform is in comparison to your
other efforts.
If you are uploading a photo instead of pinning something live on your
website, select a link that makes sense and include that in the pin
description.
The combined impact from each pin’s clicks and re-pins will give you a
big advantage. Also consider adding more and more pins to your
boards over time as you promote new visual content by your company.
Be creative and foolish
The concept of Pinterest is to discover and share new things. Be
creative, innovative and foolish to get the attention of the followers.
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24.
PINTEREST
BEST
PRACTICE
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25.
Think before you pin
Be strategic about your brand’s Pinterest messaging and concept before
launching your brand’s page.
Chose the right name for your boards
Name your pin boards after your business type, products, and services.
Be creative
Create the quirky, odd, funny pictures that have some relevance to
your brand, products, or services, and that appeal to women.
Get visibility
To get the most visibility for your pins, connect your Pinterest account
to your other social media outlets, such as Facebook and Twitter. Be
sure to add your company's home page URL.
Choose quality over quantity
Choose quality over quantity; only pin things that are relevant and
interesting to your audience. Instead of creating hundreds of boards and
pinning items, choose content that is appropriate, creative and
shareable.
Cross promote your pins
Share your pins on Facebook and Twitter, but carefully. Select only the
most interesting pins to share on the other platforms to avoid over-
promotion.
Use hash tags #
Just like Twitter and Google+, Pinterest supports the usage of hash tags.
Users can use hash tags to tag their pins and make their content more
search-friendly.
'Follow' other Pinterest users
Follow other Pinterest users in your local area and/or field of expertise.
Comment on and share their pins; they'll often return the favour.
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26.
Post regularly on your pinboard.
If you regularly update your Pinterest with content that can only be
found there, the more your followers will be aware of it. Promote your
brand by coming up with a catchy slogan that is tied to your business
and memorable enough so that the images get re-pinned.
Encourage Pinning
Make sure that your website includes Pinterest “Pin It” buttons so that
your site users can easily post and share content with their friends and
followers.
Don't get too self-referential
Pinterest is about sharing passions; it's not for talking about yourself (like
on Facebook). Re-pin pins from your followers and add them to your
boards. Create boards for things that pertain to your industry. Just share
interesting, funny, beautiful image, which the users can like.
Embed videos on your Pinboard
There is no reason why you should send people to YouTube to watch
your videos. Keep them right on your board with embedded videos!
Watermark Your Images
Consider discretely watermarking photos that can be used for social
media promotion with the source website and/or product information.
Develop an infographic
Infographics are highly popular these days and the best ones tend to get
reposted and shared widely.
Create Infographics related to your area of expertise and distribute it
on Pinterest.
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27.
DISKO
FOR
YOUR
PINTEREST
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28.
Pinterest Launch and Management. Creation and launch of the
Pinterest account including development of the profile photo, and the
management of the pins and boards. Design Adaptations of the
Pinterest profile according to news of the brand.
Strategic planning. Disko proposes to accompany you in a veritable
strategy of activation, engagement and community visibility by
implementing a visual guideline. A device built around Pinterest,
Facebook, Twitter and YouTube to build up an image of your brand
and to relay promotional offers.
Creative Design. The Brand Content team of Disko support the
Pinterest profile with creative content such as photos and videos, etc.
All Brand content is innovative and in line with your news and your
visual guidelines.
Pinterest Contests.
Management of a contest, including the design concept and the
animation of the community during the competition. Cross-media
communication on Facebook and Twitter with a final report of the
results.
Brand Support. With the arrival of the Pinterest for brands, the visual
content is more than ever THE king. Disko accompanies the brand and
manages the news (New product releases, Events, etc.) on the Pinterest
board.
Real-Time Conversation. Animation of the community in real-time and
responding to questions based on the defined visual guideline in order
to achieve a positive influence and create a relationship between the
fans and the brand.
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