The Complete Pinterest Guide for Brands
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The Complete Pinterest Guide for Brands

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Detailed and practical advice to brands on how to participate on the Pinterest platform, including how to optimise and curate your content, tips and tricks for making the most of the platform.

Detailed and practical advice to brands on how to participate on the Pinterest platform, including how to optimise and curate your content, tips and tricks for making the most of the platform.

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The Complete Pinterest Guide for Brands The Complete Pinterest Guide for Brands Document Transcript

  • A complete Pinterest guide for brands Detailed and practical advice to brands on how to participate on the Pinterest platformAuthored by Bliss Hanlin, Community Manager at eModeration Feb 2012Authored by Date For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com 26 eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK 2012
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Type chapter title (level 1) 4 Type chapter title (level 2) .................................................................................................................... 5 Type chapter title (level 3) .............................................................................................................................................. 6Contents Contents Error! Bookmark not defined. From weddings to dream homes to bucket lists, Pinterest’s user-created and curated mood boards are a fascinating phenomenon to the social media community.Bookmark not defined. Being social in a regulated world ..................................................... Error! You might be wondering how to harness the power bank? Banks are boring, right?Error! brand and not defined. Who wants to ‘engage’ with their of Pinterest’s visual pinners for your Bookmark marketing efforts. In this social mediatake a look at different aspects of Pinterest and how they The opportunities for guide, we’ll for financial services companiesError! Bookmark not defined. relate to brands. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Part I: Just whatmanagement over social media ............................. Error! Bookmark not defined. Crisis and risk is Pinterest, anyway? 4 Part 2: Optimizing Content For Pinterest 6 The PinIt Button........................................................................................................................................ 6ContentsIt’s All About the Visual .......................................................................................................................... 6 Trust Your Bloggers .................................................................................................................................. 7 Contents Error! Bookmark not defined. Watermark Your Image ......................................................................................................................... 7 Being social in a regulated world ..................................................... Error! Bookmark not defined. Use Appealing Themes .......................................................................................................................... 7 Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Part 3:opportunities for social media for financial services companiesError! Bookmark not defined. The Participating on Pinterest as a Brand Curator 8 Setting the rules....................................................................................................................................... 8 Getting Started of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. Show Your Lifestyle and your Brand Taste Aesthetic ....................................................................... 8 Give Tutorials ........................................................................................................................................... 8 eModeration:Focus Group ......................................................................................................................... 9 Use it as a The Guide to Social Media Engagement for Financial Organisations Show Your Core Values ......................................................................................................................... 9 Show Your ‘Behind the Scenes’ ........................................................................................................... 9 Campaigns and Contests .................................................................................................................... 9 Curate Your Own Content ................................................................................................................... 9 Part 4: Making the Most of Pinterest - Tips and Tricks 10 Include Pricing Info .............................................................................................................................. 10 Use Keywords in Descriptions ............................................................................................................. 10 Search Your Name ............................................................................................................................... 10 2
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Search for Mentions ............................................................................................................................. 11 Type chapter title (level 3) .............................................................................................................................................. 3 "Liking" ..................................................................................................................................................... 11 @symbol ................................................................................................................................................. 12 Type chapter title (level 1) 4 Reward Your title (level 2) .................................................................................................................... 5 Type chapterFans ................................................................................................................................. 12 Connecting Platforms .......................................................................................................................... 12 Type chapter title (level 3) .............................................................................................................................................. 6 Part 5: 100+ Brands on Pinterest 13ContentsFood and Cooking ............................................................................................................................... 14 Contents Magazines ............................................................................................................................. 14 Cooking Error! Bookmark not defined. Television ................................................................................................................................................ 14 Being social in a regulated world ..................................................... Error! Bookmark not defined. Journalism .............................................................................................................................................. 15 Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Fashion and Lifestyle Magazines ....................................................................................................... 15 The opportunities for social media for financial services companiesError! Bookmark not defined. Sports ...................................................................................................................................................... 15 Setting the rules of engagement ...................................................... Error! Bookmark not defined. Apparel .................................................................................................................................................. 16 Crisis and risk management over social media ............................. Error! Bookmark not defined. Retailers .................................................................................................................................................. 16 Beauty and Fashion ............................................................................................................................. 17 Celebrities/Tastemakers ...................................................................................................................... 17Contents Travel ....................................................................................................................................................... 17 Contents Error! Bookmark not defined. Publishing ............................................................................................................................................... 18 Non-Profits .............................................................................................................................................. 18 Being social in a regulated world ..................................................... Error! Bookmark not defined. Colleges and ‘engage’ .................................................................................................................... 19 Who wants to Universitieswith their bank? Banks are boring, right?Error! Bookmark not defined. Miscellaneous........................................................................................................................................ 19 The opportunities for social media for financial services companiesError! Bookmark not defined. Pinterest Boards about Brands ........................................................................................................... 19 Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. About eModeration 20 eModeration: The Guide to Social Media Engagement for Financial Organisations 3
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Part I: Just what is Pinterest, anyway? Type chapter title (level 3) .............................................................................................................................................. 3 Pinterest, the by-invite-only visual social sharing network, has seen impressive growth since its introduction in March 2010. The brainchild of Paul Sciarra, Evan Sharp and Ben Silbermann, 4 Type chapter title (level 1) Pinterest’s mission is to “connect everyone in the world through the ‘things’ they find Type chapter title (level 2) .................................................................................................................... 5 interesting. Alexa now cites it as the 32nd most popular website in the United States. Daily, Type chapter title (level 3) .............................................................................................................................................. 6 visitors spend more than 11 minutes on the site, showing up rival Twitter on this metric by more than 50%. As an aside, it looks as though Pinterest is monetizing their site early on: rumour hasContents the site is quietly generating revenue by modifying user submitted pins using a service it that called skimlinks. If someone clicks through the picture from Pinterest and makes a purchase, Contents Pinterest gets paid. Error! Bookmark not defined. Whereas social in a regulated text via microblogging, Pinterest is fuelledBookmark not defined. Being Twitter is focused on world ..................................................... Error! by image curation. The screengrabs, infographics, cartoons, and visual Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. inspirational quotes that sometimes make their way to Facebook find a The opportunities for social media for financial services companiesError! Bookmark not defined. true home with Pinterest, where members are encouraged to pin, organize, share, and sort all the individual visual pieces of internet Error! Bookmark not defined. Setting the rules of engagement ...................................................... ephemera to create a kind of collective stream of visual memes. Error! Bookmark not defined. Crisis and risk management over social media ............................. Pinterest is a little like Tumblr, in that it starts with a photo. But instead of presenting one photo at a time in the Tumblr style, Pinterest photos or "pins" gain context from being sorted by their pinners into "boards" ofContents items or concepts for presentation. similar The active members of Pinterest browse, pin, and repin to experience things that are Contents Error! Bookmark not defined. interesting and relevant, to capture visual images that surface in their web wanderings or that were surfaced regulatedof friend curation – whiling away time in an aspirational or Being social in a because world ..................................................... Error! Bookmark not defined. dreaming way. But they also are finding things that impact everyday life: crafts projects, Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. planning birthday parties, designing a home on a budget. As their onboarding email says, The opportunities for social media for financial services companiesError! Bookmark not defined. "Pinterest is as much about discovering new things as it is about Setting the rules of engagement ...................................................... Error! Bookmark not defined. sharing." Topics that are fantastical and immensely practical are Crisis and risk management overat home on Pinterest. equally social media ............................. Error! Bookmark not defined. If you are thinking that all of this sounds suspiciously similar to what you did as a teenager with a piece of posterboard and your eModeration: The Guide to Social Media Engagement for Financial Organisations favorite magazines, you are right. Pinterest taps into that same human trait of dreaming by sorting activity that already exists in real life, from brides dog-earing bridal magazines, to home cooks building bookmark files of "someday" recipes, to interior designers collecting fabric swatches and paint samples. The Pinterest platform allows all of that activity and more to happen in a collective sharing way that is intensely visual and equally as engaging. 4
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 It is possible to build a robust following and a sense of community while posting to Pinterest on Typebehalf of a brand,3) .............................................................................................................................................. 3 chapter title (level as long as the brand curator participates in a genuine way. It is important to remember that Pinterest is about individual expression and sharing, not about selling or Type chapter title (level 1) 4 broadcasting. Pinterest’s Etiquette Guide stresses that self-promotion is frowned upon. You’ll notice as you dive into the 2) .................................................................................................................... 5 Type chapter title (level Pinterest platform that there is no easy way to search for a brand Typeas a voice. (level 3) .............................................................................................................................................. 6 chapter title In this stage of Pinterest development, Brands are expected to behave as the individual participants of Pinterest do. Pinterest is thought to have a female-skewed demographic.Contents Consumer-facing and female-centric brands have done well on this platform. Respect for the core users of Pinterest is important. In our interviews, we discovered many active pinners Contents Error! Bookmark not defined. refuse to engage with a brand’s pins on principle unless they find a connection to a person or Being social in a regulated world ..................................................... Error! Bookmark not defined. point of view behind the brand name. A brand that tries to swim in the Pinterest waters without understanding the core their will findBanksthere is not an audience for a broadcast or Who wants to ‘engage’ with user bank? that are boring, right?Error! Bookmark not defined. promotional kind of pinning. The members of Pinterest will simply ignore the Bookmark not defined. The opportunities for social media for financial services companiesError! brand pins and boards that they feel go against the spirit of Pinterest. Setting the rules of engagement ...................................................... Error! Bookmark not defined. There are two main ways social media managers and internal brand advocates can harness Pinterestandbrand promotion: by optimizing the brand content toError! Bookmark not defined. Crisis for risk management over social media ............................. be appealing to the growing network of Pinterest participants, and by joining Pinterest as a participant/brand curator. The first takes incorporating the Pinterest aesthetic into account when creating and publishing visually on the web, but is low-maintenance from a social media managementContents stand-point. The second approach of being an active brand curator takes a great deal of energy and a regular flow of content, but has the advantage of using "push button" Contents Error! Bookmark not defined. technology. Whether social in a regulated world ..................................................... Error! Bookmark not defined. Being active use of Pinterest is best left to the industries that are a natural fit with the interests of PinterestBanks are boring, right?Error! Bookmark not defined. Who wants to ‘engage’ with their bank? pinners is a question only time and use can answer. In this fiveservices companiesError! Bookmark not defined. The opportunities for social media for financial part series of Pinterest, we will take a look at how to optimize content for use Setting the rules of engagement ...................................................... Error! Bookmark not defined. on Pinterest, regardless of brand participation, the ins and outs Crisis and risk management over social media ............................. Error! Bookmark not defined. of joining Pinterest as a brand curator, tips and tricks that help build a Pinterest community, and specific examples of how eModeration: The Guide to Social brands are using Pinterest today. Media Engagement for Financial Organisations image courtesy of frangipanidesignssydney.blogspot.com 5
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Part 2: Optimizing Content For Pinterest At its core, Pinterest(level 1) social bookmarking service. Its masonry style layout presents Type chapter title is a visual 4 materialchapter title (level 2) .................................................................................................................... 5 Type in a pleasing way. Pinterest relies on user-created, high quality visual imagery from Typethe webtitle (level 3)an addictive UX. The competitive social aspect of the service help keep chapter along with .............................................................................................................................................. 6 the taste level of the participants elevated. But without strong content from the web, the service would not exist.Contents possible for a brand to choose to participate in Pinterest by providing and promoting its It is own strong, visual content via traditional social media measures and choose to not take the Contents Error! Bookmark not defined. additional step of direct participation as a brand curator. In doing so, the brand would be trusting its savvy brand advocates to recognize and site the content that is readilynot defined. Being social in a regulated world ..................................................... Error! Bookmark available. This content can be presented along traditional channels: Facebook, Twitter pic, blog, etc. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Pinterest serves as a niche network, not a global replacement. Active pinners The opportunities for social media for financial services companiesError! Bookmark not defined. are also savvy web surfers. If you provide it and it is beautiful, optimized, and useful, it is the rules of engagement ...................................................... Error! Bookmark not defined. Setting very likely your content will end up on Pinterest. Crisis and risk management over social media ............................. Error! Bookmark not defined. The PinIt Button There are four main ways a product’s image might appear on Pinterest – byContents screenshot, by direct url, by PinIt bookmarklet, and by PinIt button. If a participant on Pinterest finds your product uncredited via a blogger’s screenshot or by an image search, the Contents Error! Bookmark not defined. trackback to a direct url on an e-commerce or product information site will be lost. The simplest way to in a regulated world ..................................................... Error!button on ecommerce Being social prevent this from happening is to incorporate the PinIt Bookmark not defined. sites, much theto ‘engage’Market, Etsy, and Martha Stewart right?Error!the PinIt buttondefined. Who wants way Abe’s with their bank? Banks are boring, have with Bookmark not displayed along side the product information. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. It’s All and risk management over social media ............................. Error! Bookmark not defined. Crisis About the Visual The images themselves are the main allure of pinboards, even though a url might have a great deal of text behindto Social Media Engagement for Financial Organisations eModeration: The Guide it. An image that has strong appeal to a Pinterest member is one that is powerful and emotive. Beautiful photography with good lighting and strong composition, quirky details highlighted, visuals with unexpected twists, quotes with powerful words and interesting typography, images of people that present a powerful or universal emotion, sophisticated color presentation - appealing and inspiring are the Pinterest themes. Without an appealing visual, a link is unlikely to be repinned, even it contains engaging text content. 6
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 TypeTrust Your (level 3) .............................................................................................................................................. 3 chapter title Bloggers Continue your current efforts in social media, blogging and blogger outreach. Pinterest Type chapter title (level 1) 4 participants are more likely to respond to a trusted individual’s pin about your brand than a direct overture from a brand .................................................................................................................... 5 Type chapter title (level 2) about its own product on Pinterest. Bloggers are early adopters Typeof Pinterest, (level 3) .............................................................................................................................................. 6 chapter title are comfortable trusting their "eye" when it comes to personal curation, and love to share their passions with a wide audience. Pinterest is turning out to be a great driver of traffic for bloggers, so most savvy bloggers are happy to spend time on the platform.Contents Contents Error! Bookmark not defined. Watermark Your Image Being social in a regulated world ..................................................... Error! Bookmark not defined. Before finding a home on Pinterest, images sometimes lose their Who wants to ‘engage’ with their bank? Banks aretravel around the web. To better help source information as they boring, right?Error! Bookmark not defined. The opportunities for social media for financialyour product information, consider discretely your audience locate services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... socialBookmark not defined. watermarking photos that are used for Error! media promotion with the source website and/or product information. Crisis and risk management over social media ............................. Error! Bookmark not defined.Contents Contents Error! Bookmark not defined. Use Appealing Themes Being social in a regulated world ..................................................... Error! Bookmark not defined. Be seasonal. Pinterest reflects Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. life. The week of January 22, the most popular pins social media for financial services companiesError! Bookmark not defined. The opportunities for included homemade engagement ...................................................... Error! Bookmark not defined. Setting the rules of valentine treats in with Crisis and risk management over social media ............................. Error! Bookmark not defined. strawberry and chocolate in preparation for Valentine’s eModeration: The Guide to Social Media Engagement for Financial Organisations Day, exercise and health inspiration as part of New Year resolution behavior (bathing suit, healthy food recipes,) and gardening prep photos. Include human truths. Recognize human truths and find the humor in them. Themes that resonate on Pinterest: total looks, food, beauty, love, family, inspiration, organization, crafts, how-to, design, aspirational/dreams. 7
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Part 3: Participating on Pinterest as a Brand Curator Pinterests current population is made up of an interesting mix of designers, bloggers, moms, 4 Type chapter title (level 1) fashionistas, and title (level 2) .................................................................................................................... 5 Type chapter early tech adopters. As the site grows, so does the userbase. Some brands Typeare using currently3) .............................................................................................................................................. 6 chapter title (level using Pinterest, but with a new medium, there is a level of experimentation to even the most polished effort. Below are tips on getting started with Pinterest as a brand curator.Contents Getting Started On Pinterest, full, rich content boards to better than sparse ones. For brands, a steady defined. Contents Error! Bookmark not feed of newly pinned or repinned content is ..................................................... dash and then anot defined. Being social in a regulated world better than one mad set-up Error! Bookmark dusty account. The one exception to the above is in claiming a brand address. It is far better to Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. claim an account for your brand’s name now, even if you have yet to identify if your brand is The opportunities for social media for financial services companiesError! Bookmark not defined. a good candidate for Pinterest participation, than to leave your brand’s name unclaimed and available rules of engagement ...................................................... Error! Bookmark not defined. Setting the for a potential or accidental brand-jacking. (On Pinterest, "Time" and "Time_Magazine" produce decidedly different results.) Crisis and risk management over social media ............................. Error! Bookmark not defined. Show Your Lifestyle and your Brand Taste Aesthetic Getting started on Pinterest can be a daunting task. Pinterest designer and co-founder EvanContents sums it up: “For most consumer brands, the idea behind your brand makes sense on Sharp Pinterest.” Whole Foods follows this advice particularly well. Boards focused on gardening, Contents Error! Bookmark not defined. recycling, and world charities add value and context to their brand. West Elm is another company that makes use of this strategy, repinning user-sourced content to their owndefined. Being social in a regulated world ..................................................... Error! Bookmark not inspirational boards with titles like “Globalist”Banks are boring, right?Error! Bookmark not defined. Who wants to ‘engage’ with their bank? and “Chevron Stripes.” Other Pinterest users “follow” The opportunities for social media for financial services companiesError! Bookmark not defined. West Elm once they discover they have been Setting the rules of engagement ...................................................... Error! Bookmark not defined. repinned and/or followed by the taste making brand. and risk management over social media ............................. Error! Bookmark not defined. Crisis Give Tutorials eModeration: The Guide to Social Media Engagement for Financial Organisations Hobbiests, bakers, crafters, designers, and other "hands-on" driven people love to use Pinterest as a source book for making visually appealing projects. Brands can leverage this desire by making short tutorials on the use of a product and presenting it either through a photo tutorial that is easily understandable when in pin form, a photo plus content that give clear how-to instructions (do-it-yourself, recipes, crafts,) or by making use of the ability to pin YouTube videos. 8
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Use it as a Focus Group Type chapter title (level 1) 4 Pinterest can be used as a focus group by watching what your Type chapter title (level 2) .................................................................................................................... 5 followers pin, as well as watching what popular pins in your category or industry reflect about current trends. Chobani Type chapter title (level 3) .............................................................................................................................................. 6 watches repinned recipes as a source for possible test kitchen candidates. Nordstrom watches for surges in popularityContents measured by direct engagement (pins and likes) for trends and styles. Contents Error! Bookmark not defined. Being social in a regulated world Your Core Values Show ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Bankscreating different boards on Pinterest can For a brand curator, are boring, right?Error! Bookmark not defined. help show the different sides of its personality andservices values. Chobani uses this strategy The opportunities for social media for financial its core companiesError! Bookmark not defined. effectively in its Pinterest boards, championing Chobani Moms on one board and inspiring Setting the rules of engagement ...................................................... Error! Bookmark not defined. fitness on another. Cabot Cheese displays its core values in the subjects it curates – Farmer Pride, Vermont, and Cow themed boards receive equal attentionError! Bookmark not and Crisis and risk management over social media ............................. to the food recipe defined. photography boards. Show Your ‘Behind the Scenes’Contents all content needs to be repinnable to be worthwhile. Some brands are finding value in Not using Pinterest as a visual diary, showing behind the scene photos and pictures of staff in a Contents Error! Bookmark not defined. format that is personal and appealing. Time Magazine uses a static board to show off a visually cohesive setregulated world ..................................................... Error! Bookmark not defined. Being social in a of staff profile photos with short attached bios. Tarte Cosmetics shows off staff photos and industry snaps on its bank? Banks are boring, right?Error! Bookmark not defined. Who wants to ‘engage’ with their “Tartelette Takes” pinboard. The opportunities for social media for financial services companiesError! Bookmark not defined. Campaigns and engagement ...................................................... Error! Bookmark not defined. Setting the rules of Contests Marketers are beginning to explore how Pinterest ............................. Error! Bookmark not defined. Crisis and risk management over social media can be leveraged for limited-time campaigns and contests. It is a slippery slope to navigate, as participants of Pinterest are suspicious of eModeration: The Guide to Social Media Engagement for Financial Organisations brands that engage for self-promotion. Early adopter Land’s End saw success with its “Pin It to Win It” holiday campaign, as did Tarte Cosmetics with its “Pinning on the Glitz” sweepstakes. The Travel Channel shows Curate Your Own Content Behind the Scenes photos While Pinterest frowns on self-promotion, some massive pinned from scale e-commerce retailers are natural fits for self-curation. travelchannel.com Using their e-commerce urls, both Nordstrom and Bergdorf Goodman curate their own content, taking their vast inventories and linking individual products into smaller themes like “Seventies” and “Glam” look books that put content together visually in away that is not possible on their shopping sites. 9
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Part 4: Making the Most of Pinterest - Tips and Tricks Type chapter title (level 3) .............................................................................................................................................. 3 A relatively young network, some features and tools are a little creaky. Pinterests search feature is less than powerful. Nothing about Pinterest is optimized for brand or marketing use. 4 Type chapter title (level 1) Other features could (level 2) .................................................................................................................... 5 Type chapter title also use improvement. The site changes often, so be sure to keep an eye on the Pinterest blog for updates and new Type chapter title (level 3) .............................................................................................................................................. 6 features. Below are a series of tips to help you make the most of your time with Pinterest.Contents Include Pricing Info Contents Error! Bookmark not defined. Pinterests site includes a section for users to browse for gifts (for others, for themselves) by price. To appear in this section, a pin must include Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank?the description so that the pins will repopulate in pricing information in Banks are boring, right?Error! Bookmark not defined. the gift selection . If pinning your own content, add a "$" or a "£" to the The opportunities for social media for financial services companiesError! Bookmark not defined. Pins description and make sure the url is a direct link to the product. Be Setting the rules of sure to make use of Pinterests search feature so that when your defined. engagement ...................................................... Error! Bookmark not content Crisis and risk management and is discussed on Pinterest, your community manager can is shared over social media ............................. Error! Bookmark not defined. organically join the conversation. Often times, consumer goods are pinned and then pinned again, and the purchasing information or url link is lost. In Pinterest etiquette, it isn’t just ok to comment to provide sourcing information, it isContents welcomed. Use Keywords in Descriptions Contents Error! Bookmark not defined. Pinterests search feature is a literal beast. If a searcher inputs a term like "blue dress," the Being social in a regulated world ..................................................... Error! Bookmark not defined. results that will to ‘engage’ with their bank?search are containright?Error! Bookmark not defined. Who wants display for the individual pin Banks will boring, only pins that include that term in the pin description. Help your would-be followers discover your content by including apt The opportunities for social media for financial services companiesError! Bookmark not defined. descriptions. Descriptions also act as a "title" for an individual pin, so making the description pleasing to the eyeof engagementimportant. Setting the rules and ear is also ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. Search Your Name Use the creaky Pinterest search feature toEngagement for Financial Organisations eModeration: The Guide to Social Media find mentions of your brand on other boards. You’ll find new people to follow this way and sources of inspiration for your own curation. A search for Brooks Brothers finds products being highlighted in a board called “Preppy Cool,” while Sephora products find new life in pinboards being used for color stories. 10
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Search for Mentions Type chapter title (level 3) .............................................................................................................................................. 3 You can also find content people have pinned directly from Type chapter title (level 1) 4 your website by adding, “/source/” and your website address to Type chapter title (level 2) .................................................................................................................... 5 the Pinterest homepage URL. For example, if we want to look at Typewhat content people have shared from Mashable, we can enter chapter title (level 3) .............................................................................................................................................. 6 http://pinterest.com/source/mashable.com. Searching for people who already are sharing your product is a good way to find followers who might be interested in following your brandContents curated boards back. Contents Error! Bookmark not defined. "Liking"social in a regulated world ..................................................... Error! Bookmark not defined. Being Unlike repinning, the “liking”with their bank?profile wayboring, right?Error! Bookmarkthe larger Who wants to ‘engage’ action is a low Banks are for a brand to engage with not defined. Pinterest community.for sociala viewablefinancial services companiesError! Bookmark not defined. The opportunities Liking is media for list by other members. If there are tangential subjects to your brand that you do not wish to curate as a whole board, you may wish to Setting the rules of engagement ...................................................... Error! Bookmark not defined. “like” another members content on the subject instead of repinning. Examples of this might be: a children’s clothing brandover social media ............................. Error! activities “liking” a Crisis and risk management that curates content for children’s play Bookmark not defined. creative child bento box lunch, a cooking/epicurean brand that curates kitchen equipment and dishes “liking” kitchen remodels. Making use of the like feature is a good way to build a following.Contents Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 11
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Type@symbol (level 3) .............................................................................................................................................. 3 chapter title You can directly engage with anyone for whom you are already following at least one Type chapter title (level 1) 4 board. Tag descriptions of pins/repins and comments with the @ symbol followed by username and a title (level 2) .................................................................................................................... 5 Type chapter notification will be sent directly to the user. Direct mentions are great ways Typeto reinforce relationships and build your community. chapter title (level 3) .............................................................................................................................................. 6Contents Reward Your Fans Repinning and Liking take very little time/bandwidth compared to custom curating and Contents Error! Bookmark not defined. commenting on other users’ pins. Notifications of your activity will appear to the others in their activity feeds anda regulated world ..................................................... Error! Bookmark not defined. Being social in notification emails. By taking time to explore your followers boards, it would be possible to create a “brand” board of lifestyle inspiration completely fillednot defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark with “What opportunities Love” and repins. financial services companiesError! Bookmark not defined. The Brand X Fans for social media for Setting the rules of engagement ...................................................... Error! Bookmark not defined. Connecting Platforms When creating a Pinterest account, social media ............................. Error! Bookmark not defined. Crisis and risk management over you can choose to connect your Twitter and Facebook accounts, along with your website. Indeed, this step is mandatory in creating an account, although the social network display can be toggled off after registration. IfContents enabled, social account widgets appear below your profile bio to your followers. Contents Error! Bookmark not defined. It is important to note that currently, brand pages cannot be selected social inFacebook integration. When registering a brand Error! Bookmark not defined. Being via the a regulated world ..................................................... Pinterestwants to ‘engage’ with their is to choose to integrate your Who account, the safest choice bank? Banks are boring, right?Error! Bookmark not defined. brand Twitter account. Once social network sharing is enabled, The opportunities for social media for financial services companiesError! Bookmark not defined. you can choose to share your Pins across the networks (although this sharing works on the Setting the rules of engagement ...................................................... Error! Bookmark not defined. personal profile level, not the brand page level,) or to embed them onto your website. Crisis and risk management over social media ............................. Error! Bookmark not defined. (Currently, only pins can be embedded, but the Pinterest designers have plans to make boards embeddable in Q1 of this year.) Driving traffic by posting links to your Pinterest profile eModeration: The Guide to Social Facebook, Google+ or Financial your audience and pins via an update on Twitter, Media Engagement for wherever Organisations is actively discussing your brand will benefit your presence on Pinterest. 12
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Part 5: 100+ Brands on Pinterest You might be wondering 1)your brand is a fit with Pinterest. There is no harm is registering your4 Type chapter title (level if brands name, and that will2) .................................................................................................................... 5 Type chapter title (level help stake your claim against brandjackers. Some industries have Typeobvious curation tie-ins that make joining Pinterest a natural fit (retail, design, beauty.) Other chapter title (level 3) .............................................................................................................................................. 6 industries will need to be creative to find a way to make use of Pinterests visual curation emphasis to benefit their overall community efforts.Contents Pinterest has identified the following “best practices" for brands: Contents  Pinning from various sources rather than one specific site. Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined.  Repinning from within the site to engage with others – repinning is one of the most social Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. activities on Pinterest and it’s how any user really builds his/her network of followers. The opportunities for social media for financial services companiesError! Bookmark not defined.  Creating at least a few boards that cover a broad range of interests, rather than Setting the rules of engagement ...................................................... Error! Bookmark not defined. maintaining a single board devoted to one topic. Crisis and risk management over social media ............................. Error! Bookmark not defined. In working with Pinterest, it is evident that the platform in its current state has been built with individuals in mind, not brand curators. It takes some creativity to bend a profile to suit a brands needs. Likewise, Pinterests internal search delivers nebulous results.Contents be difficult to find examples of how brands are currently using Pinterest, as Pinterests It can search will not always surface relevant content and many of the current articles on the web Contents Error! Bookmark not defined. rehash the same case studies (West Elm, Whole Foods, Mashable, etc.) In thinking about your brands direction onregulated you may find helpful the following index and loose not defined. Being social in a Pinterest, world ..................................................... Error! Bookmark categorizationto ‘engage’ with their bank? Banks areon Pinterest. Who wants of 100+ brands currently participating boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Cabot Cheeses Crisis and risk management over social media ............................. Error! Bookmark not defined. genuine appreciation for the companys eModeration: The Guide to Social Media Engagement for Financial Organisations roots makes it one of our favorite brand curator examples. 13
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Food and Cooking Type chapter title (level 3) .............................................................................................................................................. 3 Cabot Cheese Domestica Tillamook TypeEpicurious chapter title (level 1) Food52 Cheese 4 Chobani Peanut Hillshire Farm Type chapter title (level 2) .................................................................................................................... 5 Lindt Chocolate Butter Whole Foods Type chapter title (level 3) .............................................................................................................................................. 6 Middle Sister Wines & Co. Pepperidge Pillsbury Pretzel Farm Puff Crisps PastryContents Little Debbie Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Cooking Magazines Cooking Light Setting the rules of engagement ...................................................... Error! Bookmark not defined. Saveur Clean Eating Crisis and risk management over social media ............................. Error! Bookmark not defined. Cooking Light devotes a pinboard to BlogsContents they love. Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Television to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Who wants The Weather Channel social media for financial services companiesError! Bookmark not defined. The opportunities for Today Show Setting the rules of engagement ...................................................... Error! Bookmark not defined. Travel Channel HGTV and risk management over social media ............................. Error! Bookmark not defined. Crisis Food Network Sesame Street eModeration: The Guide to Social Media Engagement Pinterst are a natural fit. HGTV and for Financial Organisations 14
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Journalism TypeNewsweek (level 3) .............................................................................................................................................. 3 chapter title KOMO News Time USA Today College The Wall Street title (level 1) Type chapter Journal Gannett Digital 4 CTV News Mashable Type chapter title (level 2) .................................................................................................................... 5 CBS New York PBS NewsHour Type chapter title (level 3) .............................................................................................................................................. 6Contents Fashion and Lifestyle Magazines Contents Real Simple Magazine TodaysError! Bookmark not defined. Parent Brides Magazine Rue Magazine Being social in a regulated world ..................................................... Error! Bookmark not defined. Shape Magazine Better Homes and Gardens In Style wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Who Lonny Magazine People Matchbook Magazine The opportunities for social media for financial services companiesError! Bookmark not defined. Lucky Magazine Parenting Magazine Ladies Home Journal engagement ...................................................... Magazine Setting the rules of Sunset Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. SportsContents Seattle Seahawks Major League Baseball Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 15
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 TypeApparel (level 3) .............................................................................................................................................. 3 chapter title Barneys New York Kate Spade NY Type chapter title (level 1) Threadless Allens Boots 4 Sevenly chapter title (level 2) .................................................................................................................... 5 Type Gilt Baby and Kids Lands End Type chapter title (level 3) .............................................................................................................................................. 6 Club Monaco Barkers Clothing ZulilyContents Anthropologie Lily Pulitzer Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Retailers risk management over social media ............................. Error! Bookmark not defined. Crisis and Nieman Marcus Bergdorf Goodman Nordstrom West ElmContents Michaels Pottery Barn Kids Contents Zales Error! Bookmark not defined. Etsy Being social in a regulated world ..................................................... Error! Bookmark not defined. Abes Market Williams-Sonoma ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Who wants to Betsy White Stationary The opportunities for social media for financial services companiesError! Bookmark not defined. LaylaGrace Melissa and Doug of engagement ...................................................... Error! Bookmark not defined. Setting the rules Feterie Crisis and risk management over social media ............................. Error! Bookmark number of Etsys early adoption and intense use pays off in not defined. followers. Jo-Ann Fabric and Craft Boticca eModeration: The Guide to Social Media Engagement for Financial Organisations 16
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 TypeBeauty and Fashion chapter title (level 3) .............................................................................................................................................. 3 Type chapter title (level 1) Tarte Cosmetics 4 Rent the Runway Type chapter title (level 2) .................................................................................................................... 5 Birchbox Type chapter title (level 3) .............................................................................................................................................. 6 Shop It To Me Honeycomb Salon Pop SugarContents Cosmetics shows staff photos and product picks. Tarte Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Celebrities/Tastemakers their bank? Banks are boring, right?Error! Bookmark not defined. Who wants to ‘engage’ with Nina Garcia The opportunities for social media for financial services companiesError! Bookmark not defined. Chris March The Backstreetrules of engagement ...................................................... Error! Bookmark not defined. Setting the Boys Paula Deen Crisis and risk management over social media ............................. Error! Bookmark not defined. Michael Kors Felicia Day Martha Stewart Ree DrummondContents Morissette Alanis Nina Garcia (and staff) embraces her role as tastemaker. Contents Error! Bookmark not defined. Travel social in a regulated world ..................................................... Error! Bookmark not defined. Being Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. American Airlines The opportunities for social media for financial services companiesError! Bookmark not defined. Southwest Airlines Setting the rules of engagement ...................................................... Error! Bookmark not defined. BedandBreakfast.com HomeAway Crisis and risk management over social media ............................. Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations Blogher curates from member blog content 17
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Publishing title (level 1) Type chapter 4 Chronicle Books title (level 2) .................................................................................................................... 5 Type chapter Scholastic Inc. Random House Books BlogHer TypeKnopf Doubeday 3) .............................................................................................................................................. 6 chapter title (level Heinemann Publishing Crown Publishing Realtor .com High Point Market Benjamin Moore PaintsContents Apartment Therapy Lowes Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Benjamin Moore Paints curates for both the design professional Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. and the home DIY hobbiest. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined.Contents Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Home Goods and services Setting the rules of engagement ...................................................... Error! Bookmark not defined. American Standard Brands Crisis and risk management over social media ............................. Error! Bookmark not defined. Gilt Home High Point Market eModeration: The Guide to Social Media Engagement for Financial Organisations Apartment Therapy Realtor .com Benjamin Moore Paints Lowes 18
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 TypeNon-Profits chapter title (level 3) .............................................................................................................................................. 3 UNICEF Go Red for Women Humane Society of(level York Type chapter title New 1) Rotary International 4 Nationalchapter Federation .................................................................................................................... 5 Type Wildlife title (level 2) Sacramento Public Library AARP Type chapter title (level 3) .............................................................................................................................................. 6 Colleges and UniversitiesContents Miami University Texas A&M Contents Drake University Error! Bookmark not defined. Skidmore College Emory University Oberlin College Being social in a regulated world ..................................................... Error! Bookmark not defined. Yale University Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. Miscellaneous Barbie AMD LuxeFindsContents General Electric Blockbuster Contents Klout Error! Bookmark not defined. Verizon Wireless Being social in a regulated world ..................................................... Error! Bookmark not defined. Pinterest Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Texas A&M University keeps its students The opportunities for social media for financial services companiesError! Bookmark not defined. Pinterest Boards about Brands and alums in mind when adding content. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Many thanks to the Pinners who are curating boards about brands on Pinterest: social media ............................. Error! Bookmark not defined. Crisis and risk management over Kelly Lieberman Guide to Social Media Engagement for Financial Organisations eModeration: The Kami Huyse Erica Reitman Mariam. Shahab and Emily Spicklemire 19
  • eModeration white paper: A complete Pinterest guide for brandsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) .................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 About eModeration Type chapter title (level 1) 4 eModeration Limited (level award-winning social media management agency. It works with 5 Type chapter title is an 2) .................................................................................................................... Typesome of title world’s biggest brands (including BBC Worldwide, ITV, HSBC, MTV, Sony Mobile, chapter the (level 3) .............................................................................................................................................. 6 ESPN, Hyundai, Smirnoff, the LEGO Group, Sprint and The Economist) and agencies (including Starcom MediaVest Group, Wieden + Kennedy, Ogilvy, Saatchi & Saatchi, DDB Worldwide,Contents Porter + Bogusky and Publicis Groupe). Crispin Contents Error! Bookmark not defined. Based in London UK, with offices in Los Angeles and New York, eModeration provides multi- lingual moderation and community management services, consultancy and social media Being social in a regulated world ..................................................... Error! Bookmark not defined. crisis management training to clients in the TV, entertainment and digital publishing industry Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. and blue chip clients hosting online communities. The opportunities for social media for financial services companiesError! Bookmark not defined. Committed to rules of engagement ...................................................... Error! online safety, defined. Setting the ethical business practices and to the promotion of child Bookmark not eModerations CEO Tamara Littletonsocial media ............................. Government department Crisis and risk management over recently worked with the UK Error! Bookmark not defined. UKCCIS to produce its guidelines on how to moderate online environments for children. eModeration contributes to the growth of knowledge in the social media world via its whiteContents papers, blogs and seminars, and has a strong roster of returning clients who appreciate the high quality of its services. Contents Error! Bookmark not defined. Media and bloggerregulated world ..................................................... Error! Bookmark not defined. Being social in a contacts: ForWho wants to ‘engage’ to Tamara Littleton, CEO, eModeration, please contact: Kate eModeration: To speak with their bank? Banks are boring, right?Error! Bookmark not defined. Hartley, Carrot Communications, Tel: 0203 178 5052 / email kate.hartley@carrotcomms.co.uk The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. © eModeration Limited 2012. This document social media ............................. Error!Limited and may not be Crisis and risk management over is the intellectual property of eModeration Bookmark not defined. duplicated or disclosed to any third party without the written permission of an authorised officer of the company. eModeration: The Guide to Social Media Engagement for Financial Organisations 20