Pinterest - pinning interest and ROI

Pinning Interest & ROI Jenn Barber, Sitelab Callan Green, Sony Moderator: Jenn Juckett, BusinessOnline

Our goal is to connect everyone in the worldthrough the things that they find interesting.

Are Brands on Pinterest?  Blog and Website Brands  Celebrities  Ecommerce Brands  Education Brands  Fashion Brands  Food, Beverage, and Foodservice Brands  Government Brands  Healthcare and Hospital Brands  Media Brands  NGO  Retail Brands  Sports, Tech, and Travel Brands YES!

BEST OPTIMIZED EXAMPLE

So What?

Why so pinteresting

Isn’t it all girls? Nope

28% are well off

50%havekids

11,716,000 visitors in January 2012

Sony ElectronicsCallan GreenSr. Social Media Specialistpinterest.com/callangpinterest.com/sonyelectronics/

The Process Getting Started Pre launch • Personal use of platform • Research existing brand pins and community • Planning of potential boards and user acquisition • Analysis of assets Soft launch • Test pins, frequency, engagement to develop strategy • Grow audience by interacting with brand fans • Monitor, measure, report out • Involve and excite employees • Gain traction with timely boards

Launch Launch and Gaining Traction Launch • Utilize other channels to promote • Blog, Facebook, Twitter • Increase Pin frequency and board creation to keep momentum • Outreach to media and bloggers • Analyze success Maintaining Momentum • Ongoing promotion via E-blasts, PR and social • Creation of content designed specifically for Pinterest audience • Introduction of new programs (ie Pin Deals)

Strategy How to achieve your goals Acquisition Questions to ask before determining your strategy • Why are you devoting internal resources to Pinterest? • How does it tie into your overall business goals? Drive Sales • How will you measure success? • How do you want to be viewed on the platform • How will you compete for eyeballs? Branding Sony’s Strategy • Build community and engage with fans • Pins and boards focused on driving sales, brand affinity or community acquisition • Pin relevant content

Results Results from the first 6 monthsOn Pinterest:• Over 2,900 brand followers• 2,900+ re-pins from Sony content• 1,400+ Likes on Sony Pins• More than 2,700 Pins from the Sony website• Most popular board: Commerce driven “Brand new Products”• Most popular pin: Commerce driven “Pin Deals”Pinterest to Web• 800 percent increase in traffic from Pinterest to Sony Store website• 2.5 times the traffic driven by Twitter to website• Pin-it button has received more than 10 times the clicks than “Tweet This” button• More than 4 million brand impressions (via Curalate dashboard)

Jenn BarberSocial Media Strategistpinterest/jbarber5000pinterest.com/sitelab

Case Study #1 - Chiquita Huge Traffic Driver, organically  Nov 2011 - Drove over 121K visitors  Jan 2012 – Added PinIt button  March 2012 - Almost half of total site visits from Pinterest Engaged Visitors – Print, Share, Newsletter Signups Multiplier Effect – social media activity Generated Additional SEO Authority for ChiquitaBananas.com Banana Oatmeal Smoothie recipe #1

Case Study #2 – Hass Avocados Use to find trends and connect Low Barrier to entry , high ROI Becomes easier once integrated Collaborative Boards – “How to get 1,000 followers in 30 days or less” Use Pinterest to engage elsewhere and find influencers Connect with Influencers

TWITTER & PINTEREST

Pinterest Profile Optimization1. Links are still “dofollow”2. Include search keywords: 1. Board names – show in URL 2. Descriptions 3. Image File Names3. Be Specific – “Florida Beach Vacation” vs. “Places I Love”4. Engagement = Followers = Power5. YouTube videos only6. Limit length of image to 5K pixels

How we measure Success1. Traffic Driven to Website2. PinReach Score3. Number of Followers4. Repins and Likes5. Most Popular Boards6. Individual Pins – Yours?!7. Influential Followers

Wrap up

Get Results Don’t reinvent the wheel  Focus your boards on the core keywords you use in your SEO – this will also give you solid starting place for image groups  Add Pin It and Follow buttons  Use your pins (visual content) everywhere – images on Facebook, pinterest, blogs Research what your ideal client is pinning  feed their inspirations, solve their problems Pay attention to image optimization Track your results with tools like Curalate and Pinreach

Helpful ToolsMeasurement Curalate - http://www.curalate.com/ Pinreach – pinterest reach and analytics http://www.pinreach.com/Productivity If This Then That - http://ifttt.com

Q&A Jenn Barber Social Media Strategist SiteLab Interactive Twitter: @jbarber5000 http://pinterest/jbarber5000 http://pinterest.com/sitelab Callan Green Senior Social Media Specialist Sony Electronics Twitter: @CallanPaola http://pinterest.com/callang/ http://pinterest.com/sonyelectronics/ Jenn Juckett Marketing Director BusinessOnline Twitter: @jennjuckett http://pinterest.com/jennjuckett/

More helpful stuff Addendum slides

Tips – Setup1. Email for notifications2. Add “Pin It” and Follow buttons3. Connect elsewhere4. Profile Name + Profile Picture5. Profile “About” – NOT Corporate6. Collaborative Boards7. 15-18 Boards / 12-15 Pins each8. Boards – Characters Max + Cover9. Beautiful Pictures #1 – Upload

Prepare your blog for pinning Prepare Your Blog for Pinning. Install these tools:  Pin It Button for Websites – on your website or blog. Embed the button wherever you have “pinnable” content – including your blog, content pages, and products for sale.  Follow Me Button for Websites - on your home page, email footer and newsletters/email marketing.  Pin It Bookmarklet on your browser to make it easy to pin from the web!

Tips – Engagement1. Engagement = Followers2. Don’t follow user, follow boards3. If following user, check out profile4. Go to original source before re-pin5. “Pin It!” button on website?6. Don’t forget video7. Setup anytime, engage strategically8. Integrate with content calendar

ANATOMY OF A PINTEREST PIN

WHY SHOULD BRANDS CARE?

Sources Brands on Pinterest http://socialfresh.com/brands-on-pinterest/ Pinterest infographic http://www.infographicsinspiration.com/pinterest-demographics-statistics- infographic/ (March 2012) Referral Traffic source (Jan 2012) http://blog.shareaholic.com/2012/01/pinterest-referral-traffic/ Optimize pinterest images for SEO http://mashable.com/2012/03/26/optimize-images-pinterest/ Three cool tools for pinterest http://www.firebellymarketing.com/2012/05/3cool-pinterest-tools-for-brands-marketers.html http://www.marketingmag.ca/news/media-news/what-you-need-to-know-about-pinterest-49176

Pinterest - pinning interest and ROI

by Jennifer Juckett

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