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Pinterest : An opportunity for brands? or another social media fad?This presentation is a quick summary about Pinterest.com for brands: figures, principles, examples,… Presentation created by ...

Pinterest : An opportunity for brands? or another social media fad?This presentation is a quick summary about Pinterest.com for brands: figures, principles, examples,… Presentation created by Emmanuel Vivier (emmanuel.vivier@gmail.com & Jean Noël Chaintreuil (jnchaintreuil@gmail.com)

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Pinterest for brands : opportunity or fad? Pinterest for brands : opportunity or fad? Presentation Transcript

  • V 2.1 An opportunity for brands ? Or another social media fad ? Helping companies to understand A  quick  summary  about  Pinterest.com  for             the future of digital brands  &  marketers  :  figures,  principles,   Version  2.1  par  Emmanuel  Vivier  &  Jean  Noel  Chaintreuil  |  +33  6  11  62  37  94  |  emmanuel.vivier@hubinsBtute.com ©HUB  InsBtute.    All  rights  reserved  .   www.hubinsBtute.com  ›  
  •  Télécharger  ces  slides? Cliquez  sur  ce  lien hYp://www.hubinsBtute.com/reports     pour  télécharger   ce4e  présenta5on      ©  HUBinsBtute.com   2
  •  1.  WHAT  IS  PINTEREST  ? What  is  a  ”pinboard-­‐styled  social  photo  sharing  website”? 3
  • What  is  Pinterest?Pinterest  is  a  Virtual  Pinboard.• Pinterest  lets  you  organize  and   share  all  the  beau1ful  things  you   find  on  the  web  =  an  InformaBon   Gathering  Tool    =  a  cura1on   pla8orm  .  People  use  pinboards  to   plan  their  weddings,  decorate  their   homes,  and  organize  their  favorite   recipes. Best  of  all,  you  can  browse   • Pinterest’s  goal  is  to  connect  everyone  in  the   pinboards  created  by  other  people.   world  through  the  things  they  find   Browsing  pinboards  is  a  fun  way  to   interesBng.  They  think  that  a  favorite  book,   toy,  or  recipe  can  reveal  a  common  link   discover  new  things  and  get   between  two  people.   inspiraBon  from  people  who  share   • With  millions  of  new  pins  added  every  week,   your  interests.   Pinterest  is  connecBng  people  all  over  the   world  based  on  shared  tastes  and  interests.        ©  HUBinsBtute.com   4
  • What  is  Pinterest?  What  Can  You  Do  with  Pinterest?• Redecorate  your  Home!  Joy  uses  Pinterest  to  save  decoraBng     ideas  for  her  new  home  in  LA.  She  saves  paYerns,  furniture,  and   accessories  that  catch  her  eye. • Plan  a  Wedding!  Divya  and  Ben  use  Pinterest  to  plan  their   wedding.  Their  Moms  can  leave  comments  about  the  dresses,   flowers,  and  Bes  they  pin  up• Find  your  Style!  Tim  uses  Pinterest  to  share  his  personal  style.  He   pins  clothing,  shoes  and  accessories  he  finds  while  browsing  stores   and  fashion  blogs. • Save  your  Inspira1ons!  Sha  uses  Pinterest  to  save  design   inspiraBons  for  his  job.  He  can  reference  inspiring  design  work   to  share  with  his  team  at  Trulia.      ©  HUBinsBtute.com   5
  • What  is  Pinterest?Pinterest  vs  the  other  social  plalorms  :   FRIE NDS Pinterest is not replacing LINKS the existing tools. It offer complementary functionalities. OBJECTS Like a twitter with pictures, PHOTOS or the 2.0 version of a Netvibes, it mainly appeals to women thanks to its user CVs friendly interface and visual appeal. TS SPO Source : Chart from luc legay      ©  HUBinsBtute.com   6
  • hYp://en.wikipedia.org/wiki/PinterestWho  is  behind  Pinterest?A  few  factsHistory Company  facts• Dec  2009    :  Development  of  Pinterest  started • The  startup  has  19  employee  • March  2010  :  The  site  launched  as  a  closed  beta   • Business  Model  :  Pinterest  derives  some  • Aug  16,  2011:    Time  magazine  published   income  from  modifying  users  affiliate   Pinterest  in  its  "50  Best  Websites  of  2011"   column links  to  commercial  sites.  By  replacing  • Oct  2011,  the  company  secured  $27M  in  funding the  original  affiliate  tracking  code  with  • Dec  2011:    the  site  entered  the  top  10  social   Pinterests  tracking  code,  any  affiliate   networks,  according  to  Hitwise  data,  with  11M   payment  is  passed  to  Pinterest  instead   total  visits  per  week of  the  original  affiliate• Dec  2011  :    the  company  was  named  the  best   • Most  of  the  sites  users  are  female,  with   new  start  up  of  2011  by  TechCrunch. 97%  of  the  sites  Facebook  "likes"  being  • Jan  2012  :    ComScore  reported  the  site  had  11.7   million  unique  users,  making  it  the  fastest  site  in   made  by  women. history  to  break  through  the  10  million  unique   visitor  mark.• May  2012:  The  site  is  in  the  U.S.  Top  30  most   visited  sites  • Sept.  2012:  Pinterest  generates  more  traffic  than   Yahoo  (Study  Shareaholic)      ©  HUBinsBtute.com   7
  • How  does  Pinterest  work?Principles• Users  can  “pin”  images  via  the  following   • When  “pinning,”  users  can  click  on  the  image   ways: and  be  taken  to  the  original  website   • Users  can  choose  to  follow  some  or  all  of   – Tool  bar  bookmarklet  pulls  images   other  users’  boards  in  order  to  see  future  pins from  any  site  and  pins  the  site  and  a   • In  addiBon  to  “repinning,”  users  can  like  or   corresponding  thumbnail  image  to  a   comment  on  pins pin  board • Users  can  also  create  shared  pin  boards  and   – Uploading  an  image  from  your   assign  other  users  to  be  admins  of  the  board computer  or  your  mobile  phone   • When  “pinning,”  users  have  the  opBon  of   using  the  app sharing  their  new  “pin”  on  Facebook  or   TwiYer   – Copy/paste  link  and  select   corresponding  thumbnail  image Pin It Bookmarklet – “Pin  It”  social  sharing  buYons  on   websites  (where  available) – Or  by  “repinning”  items  –  thus   adding  a  viral  aspect  to  the        ©  HUBinsBtute.com   8
  • How  does  Pinterest  work?Principles Pin: An image added to Pinterest. Can be added from any site using the “Pin it” button or you users can upload images from their computer or mobile device. Board. Set of Pins related to one topic. Users can follow all boards or specific boards of other users User Actions: Users can browse, rePin, comment on, and like Pins      ©  HUBinsBtute.com   9
  • How  does  Pinterest  work?How  to  start?1. Request  an  invitaBon  2. Create  your  account – Fill  up  your  profile  info  (descripBon,  photo,  site  URL,…) – Link  your  account  to  your  Facebook  and  TwiYer  accounts3. Use – Create  one  or  several  boards  (=a  folder  or  topic  page) – Pin  some  content  =  Upload    an  image/videovideos  or  share   a  link  from  a  website  where  the  content  to  share  is – Include  a  click-­‐through  link  for  each  pin – Search  for  interesBng  content  from  other  users  (ex   fashion) – Repin    photos/videos  you  like  from  other  people’s  feed4. Promote  sharing   – Add  a  “follow”  or  “pin  it”  buYon  from  your  site – Integrate  Pinterest  into  your  communicaBon  plan:  drive   traffic  and  promote  your  boards  across  plalorms. – You  can  now  even  add  Pins  to  your  Facebook  Bmeline      ©  HUBinsBtute.com   10
  • How  does  Pinterest  work?Pinterest  mobile  App  (Version  1.4)• Pinterest  Mobile  is  only  available  as   • From  your  mobile,  pin  anything  that   iPhone  App  and  as  an  HTML5  site  for   catches  your  eye:  memorable  meals,   now. places  to  visit,  or  great  shopping  • You  can  view  pins  and  boards,  look   finds! at  profiles,  follow  people  and  of   course,  repin  all  the  things  you  find.• In  the  coming  weeks,  Pinterest  will   be  adding  the  ability  to  search  and   browse  by  category,  edit  pins,  and   create  new  boards.  • Support  for  other  touch  based   devices  like  Windows  Phone  7  and   Blackberry  will  be  coming  soon. Pinterest iPhone App Pinterest Mobile HTML5 version      ©  HUBinsBtute.com   11
  •  2.  PINTEREST  :  THE  NEW  SOCIAL  MEDIA      Another  social  media  fad  or  a  real  trend? 12
  • Some  figures  about  Pinterest...An  amazing  growth  rate Pinterest generated more than 11 million visits during a single week in December 2011, according to Experian Hitwise      ©  HUBinsBtute.com   13
  • Some  figures  about  Pinterest... 104  M  unique  visitors/m 12  M  registered  users 10M  monthly  Facebook-­‐ connected  users        ©  HUBinsBtute.com   14
  • Source  :  hYp://visual.ly/pinterest-­‐usa-­‐vs-­‐ukSome  figures  about  Pinterest...Traffic  is  soaring,  interest  may  differ  depending  on  countriesTraffic US  vs  UK• Unique  visitors  increased  by  429%    (from   • A  different  type  of  audience Sept.  to  Dec.  2011)      ©  HUBinsBtute.com   15
  • Source  :  hYp://visual.ly/pinterest-­‐usa-­‐vs-­‐ukSome  figures  about  Pinterest...In  the  US  users  are  mainly  female,  in  the  UK  male  are  above  50%  Sex  of  the  users  (US  vs  UK) Age  of  users  (US  vs  UK)• 83%  users  are  female  in  the  US • Users  are  older  in  the  US 12M unique visitors/m 200.000 unique visitors/m      ©  HUBinsBtute.com   16
  • Source  :  hYp://www.zoomsphere.com/charts/pinterest/fr/profiles/#!0|14Some  figures  about  Pinterest...Zoomsphere.com  can  help  you  idenBfy  the  most  popular  usersEx  France  top  15  Pinterest  users Ex  :  USA  Top  7  Pinterest  users      ©  HUBinsBtute.com   17
  • 8  reasons  why  Pinterest  is  so  popular?  What  Can  You  Do  with  Pinterest?1. A  great  source  feeding   5. A  sense  of  community people  curiosity 6. A  “user  friendly”  interface2. Visual  self  expression     7. No  ads  :  no  popups  or  visual  3. Easy  curaBon  :  save  and  share   invading  ads what  you  like,  nice  pictures,  ideas,   product  in  2  clics 8. A  plalorm  boosBng  the   virality  of  content    :   by  connecBng  with  TwiYer  and  4. A  sense  of  accomplishment   Facebook,  users  are  instantly   appealing  to  any  collector connected  to  their  friends  and  can   share  content  instantly  with  them      ©  HUBinsBtute.com   18
  • s? i Be ortun p Op  3.  BRANDS  &  PINTEREST  ?    What  are  the  opportuniBes  for  business? 19
  • Brands  &  Pinterest  :  They  are  100+  Brands  on  PinterestWhat  industries  should  benefit  the  most  from  Pinterest?• Most  businesses  should  be  able  to  find  a  use  for  this  plalorm,  but  some   industries  are  a  perfect  fit  for  Pinterest  based  on  the  visual  nature  of  their   offering  and  what  is  already  popular  on  the  network.  These  industries  include: What  benefits/usage  for  brands:   Home • Increase  the  virality  of  your  content   Tourism DecoraBon VacaBons Architecture (really  easy  to  share  =  to  repin) Travel • Boost  your  traffic    :  Warby  Parker   reports  that  11%  of  their  social  traffic  is   Restaurants &  food Art coming  from  Pinterest.  (18%  from   TwiYer) • 1st  mover  advantage  :    Be  of  one  the  1st   Weddings Fashion Photography brand  to  be  there  in  order  to  get  PR   coverage  and  easierly  gather  fans • HR  :  a  new  way  of  publishing  jobs  offers?      ©  HUBinsBtute.com   20
  • Examples  of  brands  using  Pinterest  for  markeBng100  brands  on  Pinterest    (Source    :  hYp://socialmediatoday.com)Food  and  Cooking Fashion  and  Lifestyle  Magazines Retailers Home  Goods  and  Services• Cabot  Cheese • Real  Simple  Magazine Journalism • Nieman  Marcus • American  Standard  Brands• Epicurious • Brides  Magazine• Newsweek • Bergdorf  Goodman • Gilt  Home• Chobani • Shape  Magazine• Time • Nordstrom • High  Point  Market• Lindt  Chocolate • In  Style • The  Wall  Street  Journal Elm • West   • Apartment  Therapy• Middle  Sister  Wines • People • CTV  News • Michaels • Realtor  .com• Pillsbury • Rue  Magazine • • CBS  New  York PoYery  Barn  Kids • Benjamin  Moore  Paints• DomesBca   • BeYer  Homes  and  Gardens NewsHour • PBS   • Zales • Lowes  • Food52 • Lonny  Magazine• KOMO  News  • Etsy• Peanut  BuYer  &  Co. • Matchbook  Magazine USA  Today  College Abes  Market • • Non-­‐Profits  • Pretzel  Crisps • Lucky  Magazine • • GanneY  Digital LaylaGrace • UNICEF• LiYle  Debbie • Ladies  Home  Journal Mashable • • Feterie • Humane  Society  of  New  York• Tillamook  Cheese • Todays  Parent • Betsy  White  StaBonary • NaBonal  Wildlife  FederaBon• Hillshire  Farm • Sunset  Magazine Travel • BoBcca • AARP• Whole  Foods ParenBng  Magazine •irlines Melissa  and  Doug • Go  Red  for  Women • American  A• Pepperidge  Farm  Puff  Pastry • Southwest  •Airlines Jo-­‐Ann  Fabric  and  Cra€ • Rotary  InternaBonal Apparel • Williams-­‐Sonoma • Sacramento  Public  Library • BedandBreakfast  .comCooking  Magazines • Gap • HomeAway• Cooking  Light • Modcloth Celebri1es/Tastemakers Colleges  and  Universi1es• Saveur • Toms  Shoes • Nina  Garcia • Miami  University Publishing Clean  EaBng   • Lulus• • Chronicle  Books Chris  March • • Drake  University • Threadless • Random  House  Books Backstreet  Boys • The   • Emory  UniversitySports • Sevenly • Knopf  Doubeday Paula  Deen • • Yale  University SeaYle  Seahawks • Lands  End  • • Crown  Publishing Michael  Kors • • Texas  A&M Major  League  Baseball • Club  Monaco• • Heinemann  Publishing Day • Felicia   • Skidmore  College • Barkers  Clothing Martha  Stewart Oberlin  College • BlogHer • •Television • Zulily Ree  Drummond Miscellaneous • ScholasBc  I• nc.• The  Weather  Channel • Anthropologie • Alanis  MorisseYe • Barbie• Today  Show • Lily  Pulitzer • AMD Beauty  and  Fashion• Travel  Channel • Barneys  New  York • LuxeFinds   • Tarte  CosmeBcs• HGTV • Kate  Spade  NY • General  Electric • Rent  the  Runway• Food  Network • Allens  Boots   • Klout • Birchbox• Sesame  Street • Gilt  Baby  and  Kids • Verizon  Wireless      ©  HUBinsBtute.com   • Pinterest 21
  • Examples  of  brands  using  Pinterest  for  markeBng1.  Promote  a  Lifestyle• “For  most  consumer  brands,  the  idea  behind   • Etsy  (The  worlds  most  vibrant  handmade  +   your  brand  makes  sense  on   vintage  marketplace) Pinterest.”  explains  Evan  Sharp  (Pinterest   designer  and  co-­‐founder)    • Don’t  throw  pictures  from  your  products  and   be  creaBve!  Publish  image  that  promote  a   lifestyle  or  the  essence  behind  your  brand  or   your  brand  culture.• You  can  create  as  many  “boards”  as  you  want.   Pinners  will  decide  which  one  to  follow.   Therefore,  be  innovaBve  and  a  bit  foolish   since  the  concept  of  Pinterest  is  to  discover   • Etsy  is  a  marketplace  for  vibrant  handmade  and   and  share  new  things…   vintage  merchandise.  In  January  2012,  Etsy  added   Pinterest’s  Pin  It  buYon  on  Etsy  lisBng  pages,   alongside  the  Tweet  and  Like  buYons.  Etsy  on   Pinterest  has  over  53.000  followers.  It  has  26  boards   that  feature  products  from  its  marketplace.  Boards   include  Gi€  Ideas,  DIY  Projects,  Fashion,  Cool   Spaces,  Stuff  We  Love,  and  Etsy  Kids.      ©  HUBinsBtute.com   22
  • Examples  of  brands  using  Pinterest  for  markeBng 1.  Promote  a  Lifestyle• Birchbox  inspires  its  followers!   • Whole  Foods  Market   • Burberry  shows  its  latest  products• The  beauty  subscripBon  service  pins  moods,  trends,  close-­‐ups  and   accessories  related  to  the  beauty  and  cosmeBcs  universe.  It  shows   looks  that  can  be  created  with  make-­‐up.  Birchbox  has  pinboards  where   “unboxing”  videos  are  shared  and  Bps  and  tricks  from  BirchboxTV  are   included.  Birchbox  also  has  pinboards  that  show  images  of  the  boxes        ©  HUBinsBtute.com   23
  • Examples  of  brands  using  Pinterest  for  markeBng2.  Use  Pinterest  as  a  focus  group   3.  Crowdsource• Millions  of  people  use  Pinterest  to  keep  track   • You  can  ask  fans  to  pin  pictures  of  themselves   of  objects  they  love,  places  they  enjoy,  foods   with  their  favorite  product  of  yours  and  tag   they  devour  and  things  that  inspire  them.   you,  and  then  you  can  easily  repin  those  • Therefore,  you  can  view  it  as  a  sort  of  focus   photos  onto  a  VIP  board  —  it’ll  give  a   group.   shoutout  to  these  fans  and  show  potenBal   customers  that  your  current  users  really  like  • Look  at  the  pinners  who  follow  your  brand  —   using  your  product.   see  what  they’re  pinning  and  who  else  they’re   following.  They’re  volunteering  a  lot  of   • If  your  company  hosted  an  even  recently,   informaBon  about  their  interests,  passions,   encourage  people  to  pin  and  tag  the  photos   dreams  and  sense  of  humor  in  a  more  natural   as  a  sort  of  crowdsourced  scrapbook. way  on  Pinterest  than  they  would  on  say,  a   •  And  around  the  holidays,  encourage  them  to   survey  or  even  on  Facebook,  where  they  have   pin  a  “wish  list”  board  to  curate  the  gi€s   to  manually  enter  “sarcasm”  or  “travel”  as  an   they’re  hoping  for. interest.  • Use  this  informaBon  to  your  advantage  to   glean  insights  about  your  target  consumers.      ©  HUBinsBtute.com   24
  • Examples  of  brands  using  Pinterest  for  markeBng4.  Create  a  contest  • Land’s  End  did  with  the  “Pin  It  To  Win  It”   holiday  campaign• Since  the  site  is  sBll  new,  examples  are  sBll  rare,  but  Land’s   End  has  been  one  of  the  1st  brand  to  test  contest  on   Pinterest  :  • Lands’End  officially  launched  its  Lands’  End  Canvas  Pinterest   page  on  November  17th,  2011• From  24th    to  21st  of  Dec  2011,  Lands’  End  Canvas  has  been   tapping  the  visual,  style-­‐conscious  Pinterest  audience  to   launch  an  engagement  promoBon.    The  campaign,  called   “Lands’  End  Canvas  Pin  It  to  Win  It,”  encouraged  users  to   browse  www.landsendcanvas.com  and  create  virtual  Lands’   End  Canvas  pinboards  for  a  chance  to  win  one  of  10  $250  gi€   cards.  • The  winning  boards  belonged  to  Crosby  Noricks,  Michelle   Berkey,  Tony  Kim  and  Debbi  Seibel  • A  search  on  Pinterest  shows  that  there  were  around  200   boards  created  for  the  contest,  with  each  containing  at  least   10  to  20  images,  which  means  a  lot  of  Land’s  End   merchandise  was  injected  into  the  Pinterest  feed  at  no  cost.  • Running  contests  like  this  is  a  great  way  to  expose  your  brand   and  products  to  a  large  audience,  given  the  viral  nature  of        ©  HUBinsBtute.com   25
  • Examples  of  brands  using  Pinterest  for  markeBng5.  Be  creaBve!• Chris  March  (designer  and  host  of  Bravo  TV’S   • L2  uses  Pinterest  for  its  Press  Room Mad  Fashion)  post  TV  show  marke1ng • TIME  Magazine  “backstage”  • Chris  March  on  Pinterest  has  over  100.000   followers.  Boards  feature  designer  inspiraBon  and   final  looks  from  each  episode.  Boards  usually  go  up   immediately  a€er  an  episode  airs. TIME  Magazine  is  doing  a  wonderful  job  of  using  boards  to  surface  interviews,   staff  bios  and  promote  behind-­‐the-­‐scenes  blog  posts,  proving  that  Pinterest  can   potenBally  help  grow  the  audience  for  news  publishers  as  well.        ©  HUBinsBtute.com     26
  • Brands  &  Pinterest  22  Bps  to  use  Pinterest1. Register  /claim  your  brands  name  to   5. Don’t  be  leecher,  be  an  acBve  member   avoid  brandjackers  squaBng  it  (ex  Louis   of  the  community  and  pin,re-­‐pin  and  like   VuiYon)! other  users’  images  if  you  find  them  2. If  you  are  in  the  fashion,  retail,  luxury,   relevant art,  travel,…  industries,  try  it  and  learn.   6. Brands  that  only  share  own  content  are   Outside  the  Bme  spent,  it  is  free  to   uninteresBng.  It  is  beYer  to  promote  a   experiment  with  Pinterest… lifestyle3. Boost  your  brand  image  by  sharing  cool   7. Check  the  HELP  SecBon  of  Pinterest.com   but  relevant  images.  Inspire  people  and   and  read  their  official  blog  to  be  aware   generate  a  viral  effect about  new  funcBonaliBes.4. Gather  customers  insights  and  idenBfy   8. If  you  don’t  want  the  pictures  of  your   trends  by  finding  out  what’s  interesBng   website  to  be  pinned  :  add  this  small   for  users.  Use  if  as  a  focus  group,   piece  of  code  to  the  head  of  any  page  on   crowdsource  inspiraBon  for  your  team your  site:  <meta  name="pinterest"   content="nopin"  />      ©  HUBinsBtute.com   27
  • Brands  &  Pinterest  22  Bps  to  use  Pinterest9. Follow    the  “Pin  E1queke” • Report  Objec1onable  Content  Pinterest  do  not   allow  nudity  or  hateful  content.  If  you  find   content  that  is  objecBonable  or  violates  • Be  Nice  Pinterest  is  a  community  of  people.   our  Terms  of  Service  can  submit  the  content  for   Tastes  are  personal,  but  be  respeclul  in  your   review  by  pushing  the  “Report  Content”  link. comments  and  conversaBons. • Tell  them  How  to  Make  Pinterest  Beker  They  • Credit  Your  Sources  Pins  are  the  most  useful   are  just  ge„ng  started,  so  there  are  going  to  be   when  they  have  links  back  to  the  original  source.   bumps  here  and  there.  Let  them  know  whats   If  you  noBce  that  a  pin  is  not  sourced  correctly,   working,  whats  not.  They  take  your  input   leave  a  comment  so  the  original  pinner  can   seriously.  You  can  get  in  touch  with  them   update  the  source.  Finding  the  original  source  is   anyBme:   always  preferable  to  a  secondary  source  such  as   -­‐  SuggesBons:  hi@pinterest.com,   Google  Image  Search  or  a  blog  entry. -­‐  Bugs:  bugs@pinterest.com, -­‐  Help:  help@pinterest.com• Avoid  Self  Promo1on  Pinterest  is  designed  to   curate  and  share  things  you  love.  If  there  is  a   photo  or  project  you’re  proud  of,  pin  away!   However,  try  not  to  use  Pinterest  purely  as  a  tool        ©  HUBinsBtute.com   28
  • Brands  &  Pinterest  22  Bps  to  use  Pinterest10. Promote  products  with  pricing  informa1on 11. Add  a  follow  bukon  to  your  site• Pinterest  features  a  secBon  on  the  site  called  ‘gi€s’  which   • Pinterest  has  a  few  goodies  that  can  be  used  on  your  own  site,   contains  informaBon  on  products  categorized  by  price,  with   to  help  grow  your  followers  and  promote  your  pins/boards.  The   links  through  to  purchase.  It’s  actually  incredibly  easy  to  get   first  of  these  that  you’ll  find  useful  are  the  follow  buYons  that   your  products  listed  in  this  secBon.  When  you’re  uploading  a   can  be  added  to  your  website.  Here  you  simply  select  the  style   pin  to  your  board,  just  make  sure  you  include  the  price  in  your   of  buYon  that  you  want,  click  on  it  and  the  embed  code  will  be   tags  and  your  product  will  be  pulled  into  the  gi€s  secBon.  Add   displayed.  This  code  will  be  automaBcally  populated  with  the  url   your  price  in  to  the  descripBon  and  tags  : of  your  own  Pinterest  account  when  you’re  logged  in  :• And  it  will  then  be  pulled  in  automaBcally  to  the  gi€  secBon,   with  the  price  displayed  :• At  the  moment,  gi€s  are  only  listed  in  $  dollars  &  pounds  £  but   this  will  hopefully  change  as  the  site  leaves  beta.      ©  HUBinsBtute.com   29
  • Brands  &  Pinterest  22  Bps  to  use  Pinterest12. Add  a  ‘Pin  It’  bukon  to  your  site 13. Enable  Share  on  your  Facebook  Timeline• The  pin  it  buYon,  can  be  added  next  to  a  specific  image  on   • Pinterest  recently  added  the  opBon  to  add  a  Pin  to  your   your  site.  People  will  be  able  to  easierly  pin  this  picture  to   Facebook  Timeline.   their  own  board  thanks  to  this  buYon.   • This  is  a  great  way  to  build  very  visual  awareness  for  your  • The  Pin  It  buYon  is  made  to  look  like  and  funcBon  similarly  to   Pinterest  account  and  encouraging  employees  to  get  involved   both  Facebooks  and  TwiYers  buYons.  Placing  them  together   to  promote  your  account.  UnBl  Facebook  implements  Timeline   will  increase  the  social  awareness  of  your  products. for  Pages,  this  will  have  to  be  kept  to  individual  Timelines.• While  a  descripBon  is  opBonal,  it  is  recommended;  specifying   it  lowers  the  fricBon  for  your  users  to  pin  your  products.• You  can  have  mulBple  Pin  It  buYons  on  each  page  using  the   Advanced  code  below.  For  example,  on  a  catalog.  Just  make   sure  that  each  one  is  next  to  and  associated  with  the  correct   product,  visually. • Note  that  this  will  automaBcally  add  any  new  pins  to  your   Timeline      ©  HUBinsBtute.com   30
  • Brands  &  Pinterest  22  Bps  to  use  Pinterest14. Create  group  boards 15. Contribute  to  group  boards• When  you  create  a  board  on  Pinterest,  you  have  the   • As  well  as  creaBng  your  own  group  boards,  make   opBon  of  whether  to  make  it  a  group  board  or  not.  If   sure  you  are  also  contribuBng  to  other’s  group   you’re  trying  to  build  a  community  through  your   boards.   account,  you  should  make  it  open.  To  do  this,  you   • As  you’ll  need  to  request  to  be  added,  you  can   need  to  invite  people  to  join  the  board  when  you   always  leave  a  comment  on  a  parBcular  pin  asking  to   create  it.  Select  ‘me  and  contributors’  and  type  in   be  a  contributor  to  that  board,  le„ng  them  know   the  name  or  email  of  who  you’d  like  to  add.  You  will   that  you’ll  have  lots  of  interesBng  content  to  add!   only  be  able  to  add  people  that  you  are  following  : • As  with  anything  in  social  media,  this  shouldn’t  be   too  sales-­‐focused.   • As  well  as  posBng  your  own  products,  make  sure  to   source  other  interesBng  content  that  people  will  be   interested  in.  This  is  a  great  way  to  build  your  profile   within  Pinterest,  whether  running  a  personal  or   corporate  account.      ©  HUBinsBtute.com   31
  • Brands  &  Pinterest  22  Bps  to  use  Pinterest16. Add  an  RSS  feed  of  your  board 18. Invite  other  members• You  can  generate  an  RSS  feed  of  your  whole   • You  will  have  probably  learned  by  now  that  your   account  by  using  the  following  url,  replacing   fans  on  Facebook  and  TwiYer  are  always  looking  for   ‘username’  with  the  username  on  your  account  : fun  new  content.  While  Pinterest  is  starBng  to  pick  • feed://pinterest.com/usernamer/feed.rss up  users  massively,  there’s  sBll  a  long  way  to  go   before  it  reaches  the  mainstream.  Integrate  • You  can  then  use  this  RSS  feed  on  your  Facebook   Pinterest  with  your  other  social  network  accounts. Page  for  example,  or  encourage  people  to  add  it  to   their  own  Readers  to  subscribe  to  your  latest  pins. • If  you’ve  got  a  TwiYer  or  Facebook  account,  link  to   Pinterest  on  there  and  ask  people  to  join.  They’ll   always  like  to  be  seen  ahead  of  the  curve  in  front  of  17. Use  keywords their  friends,  jumping  on  the  next  big  site  before  it  • As  Pinterest  funcBons  much  more  like  a  social   hits  : search  engine  than  a  social  network,  it’s  very   important  to  pay  aYenBon  to  how  you  tag  your   product,  to  increase  the  chances  of  your  content   ge„ng  found.  Add  in  relevant  keywords  to  the   product  itself,  but  also  the  categories  it  may  relate   to  etc..  Also  try  and  pin  content  that  is  topical.  If  you   see  that  a  parBcular  type  of  pin  is  ge„ng  featured   on  the  ‘most  popular;  page  –  i.e.  cakes,  then  see  if        ©  HUBinsBtute.com   32
  • Brands  &  Pinterest  22  Bps  to  use  Pinterest19. Find  who’s  pinned  your  content 20. Pin  videos• If  you  want  to  get  an  easy  overview  of  who’s  pinning   • Videos  are  somewhat  under-­‐used  on  the  site,  as  it   content  from  your  website,  simply  enter  the  url   was  a  new  feature  that  Pinterest  enabled  late  last   below,  replacing  XXXXXX  with  your  own  site  url  : year,  to  enable  you  to  pin  videos.  • hYp://pinterest.com/source/XXXXXX • The  good  news  is,  it’s  incredibly  easy  to  do  but  it  will  • This  will  take  you  to  a  page  with  all  the  content   add  a  lot  more  depth  to  your  boards  and  provide  a   that’s  been  pinned  from  your  site  : bit  of  different  content  than  scrolling  through   videos.  To  pin  a  video,  you  simply  add  a  pin  in  the   same  way  you  normally  would,  either  through  the   site  or  the  bookmarklet  :• This  is  another  great  opportunity  to  build  your   community.  Leave  comments  on  these  pins  and  also   make  sure  to  follow  people  from  your  corporate/ personal  account  to  let  them  know  you’re  interested        ©  HUBinsBtute.com   33
  • Brands  &  Pinterest  22  Bps  to  use  Pinterest21. Re-­‐order  your  boards 22. Watermark  Your  Image  • With  Pinterest  the  emphasis  is  largely  on  how   • Before  finding  a  home  on  Pinterest,  images   visually  beauBful  your  boards  are.   someBmes  lose  their  source  informaBon  as  they  • Take  Bme  to  select  products  carefully,  and  also   travel  around  the  web.  To  beYer  help  your  audience   rearrange  your  boards  to  give  the  best  impact,  with   locate  your  product  informaBon,  consider  discretely   the  most  important  boards  at  the  top.  You  can  do   watermarking  photos  that  are  used  for  social  media   this  by  going  to  your  boards  and  clicking  on   promoBon  with  the  source  website  and/or  product   ‘rearrange’  on  the  top  right  hand  corner  : informaBon.        ©  HUBinsBtute.com   34
  •    4.  THE  FUTURE  OF  PINTEREST  ?      A  bit  of  prospecBve? 35
  • The  future  of  Pinterest?A  bit  of  prospecBve?Strengths   Weaknesses• Simple  :  Pinterest  is  very  “user  friendly”  and   • Audience  is  mostly  women  :  less  mainstream  than   therefore  may  appeal  to  the  mainstream  market Facebook  or  TwiYer)• Highly  social  :  since  you  need  to  connect  via  a   • Limited  use  for  non  visual  products Facebook  or  TwiYer  account,    you  are  directly   • Copyright  infringement  poten1al  issues connected  to  your  friends    and  can  share  content   Many  content  creators  such  as  GeYy  Image  are   with  them.  It  can  therefore  boost  content  virality   protesBng  regarding  Pinterest  users  reusing  their   while  referring  traffic  to  brands  site content  without  permission.  Pinterest  has  a  • It  connect  people  based  on  their  similar  interest,   noBficaBon  system  which  allows  copyright  holders   not  only    based  on  friendship. to  request  that  content  be  removed  from  the  site.  • A  great  way  for  product  discovery  &  purchase  :   But  as  the  MegaUpload  stop  shown,  a  business   recreaBng  impulse  buy  online "based  almost  enBrely  on  using  images  without   Site  referrals  &  SEO  :  Pins  lead  customers  directly   permission“  might  become  illegal  sooner  or  later.• back  to  you,  creaBng  links  to  your  pages • Inac1ve  users  :  Like  Quora  or  Google+,  or  even   HR  :  An  opportunity  for  employer  branding  (look  at   TwiYer  not  all  the  users  creaBng  an  account  will  • the  UCLA  page)  &  viralizing  job  offers conBnue  to  use  it.  Their  number  will  decide  if   Pinterest  stay  a  nice  niche  plalorm  or  become   mainstream • Compe11on  :  Clipboard.com,  Tumblr,…  might  fight        ©  HUBinsBtute.com   36
  •  ABOUT  THE  AUTHORS  Jean-­‐Noël  Chaintreuil  &  Emmanuel  Vivier
  • About  the  authorsSpeakers  &  digital  experts  in  MarkeBng  &  Human  Resources  2.0Emmanuel  Vivier Jean-­‐Noël  Chaintreuil• emmanuel.vivier@gmail.com • jnchaintreuil@gmail.com• hYp://www.emmanuelvivier.com • hYp://jnchaintreuil.com/• hYp://pinterest.com/emmanuelvivier • hYps://twiYer.com/#!/jnchaintreuil• hYp://www.twiYer.com/emmanuelvivier • Phone  :  +33  6  26  58  00  39• Phone  :  +33  6  11  62  37  94 • Jean  Noel  has  been  a  top  execuBve  at  Air  Liquide   Emmanuel  is  one  of  the  world  top  "digital  adver1sing  &   for  more  than  10  years.    From  internaBonal  project  &  change  • social  media  marke1ng"  expert.  He  has  been  assisBng  leading   management  to  Human  resources  &  Finance,  he  helped  this   brands  such  as  BIC,  Orange,  Chanel,  Givenchy,  LOréal,  P&G,  Sony,   leading  brand  to  foster  innovaBon  in  its  organizaBon.   Warner  Bros,  Disney,  Fox,  CarBer,  Guerlain,  Jean  Paul  GaulBer,  TF1,   • Jean-­‐Noël  assisted  the  company  in  more  than  16  countries,  gaining   M6,  Fiskars,  ArcelorMiYal,  Danone,  Symantec,...  in  creaBng   an  extensive  mulB  cultural  background. innovaBve  adverBsing  campaigns  that  engage  their  consumers  for   • As  an  investor  and  entrepreneur,  Jean-­‐Noël  has  assisted  several   more  than  12  years. startups  in  their  early  stage  development• Emmanuel  Vivier  has  previously  been  the  cofounder  &  CEO  &   • He  is  a  renown  editor  for  Diateino  Publishing  House  with  a  strong   Cofounder  of  Vanksen  -­‐  one  of  the  leading  internaBonal  social   experBse  on  social  media,  web  2.0,  enterprise  2.0 media,  buzz  &  digital  markeBng  agencies,  and  from  BuzzParadise,   • He  is  now  an  independent  consultant  (Air  Liquide,  Danone,  Arcelor   the  blogger  outreach  plalorm  of  Vanksen  that  connects  brands  &   MiYal,  Unilever,  Pôle  Emploi  Belgique,  Conseil  dÉtat  &  startups)  &   influenBal  bloggers  worldwide. speaker  (Berlin,  Brussels,  Edimbourgh,  New  York,  Boston,  Houston,  • He  has  spoken  at  more  than  450  events,  conferences  and  seminars   Montreal)  on  social  media  &  HR  2.0  on  a  worldwide  level. worldwide  in  the  past  6  years • He  founded  Apéro  RH  (now  in  11  ciBes  from  London  to  Montreal)      ©  HUBinsBtute.com   38
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  • ContactMain  office,  workshop  and  training  rooms Vincent  Ducrey Emmanuel  Vivier Digital communication expert Digital marketing expert Email : vincent.ducrey@hubinstitute.com Email : emmanuel.vivier@hubinstitute.com Twitter : http://www.twitter.com/vincent_ducrey Twitter : http://www.twitter.com/emmanuelvivier Linkedin : http://fr.linkedin.com/in/vincentducrey Linkedin : http://fr.linkedin.com/in/emmanuelvivier 51 rue Pierre Charron 75008 Paris France Phone : +33.1.77.10.69.04        ©  HUBinsBtute.com 40