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How Encouraging Your Community to Pin Your Content Can Grow Your Business

How Encouraging Your Community to Pin Your Content Can Grow Your Business

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  • 1. BRAND DRIVEN digital social spotlight Pinterest How Encouraging Your Community to Pin Your Content Can Grow Your Business nick westergaard | branddrivendigital.com | 2014
  • 2. Pinning Your Ideas Photo via Flickr user TheTruthAbout
  • 3. Iowa Roots Photo via Flickr user Anya_
  • 4. This Lady + Pinterest
  • 5. Pinterest: Social Spotlight ‣ By the Numbers ‣ How Brands Engage ‣ Things to Remember
  • 6. Bookmarking Isn’t New Photo via Flickr user ejhogbin
  • 7. 1 Pinterest by the Numbers
  • 8. 6 in 10 Have Heard of Pinterest Source: The State of Social Marketing (Awareness)
  • 9. Close to LinkedIn Use Source: The State of Social Marketing (Awareness)
  • 10. 48 million visitors per month (february 2013) Source: ComScore
  • 11. Fastest social network after just a year in release — one of the fastest growing social services in the world, growing at a rate of +4,000%
  • 12. 405 minutes average time per month spent by users
  • 13. Over Half Use Daily Source: The State of Social Marketing (Awareness)
  • 14. Demographics Worth Noting Source: The State of Social Marketing (Awareness)
  • 15. Pinterest Adoption Source: The State of Social Marketing (Awareness)
  • 16. Referral Traffic Percentages Source: Mashable
  • 17. Pinterest Influences Offsite Sales
  • 18. 10% buyers from pinterest are 10% more likely to buy than others and spend 10% more!
  • 19. Buy More, Spend More Source: TechCrunch
  • 20. 20% of facebook users are on pinterest daily
  • 21. 40% of social media purchases are driven by pinterest
  • 22. 60% of us pinterest users are female — this is down from earlier in the launch
  • 23. Priceless for branded accounts, pinned items without prices are twice as likely to be repinned
  • 24. Food Rules
  • 25. 2 How Brands Engage
  • 26. Photo via Flickr user JeffreyTurner
  • 27. What Can You Pin? ‣ Upload, save, and sort items or “pins” ‣ Curate online content via “Pin It” buttons ‣ 3 categories — photos, videos, gifts (Note - you can assign a price to a gift) ‣ Organize pins on “boards”
  • 28. Personal Profile
  • 29. Brand Profiles
  • 30. Winning Pinning Strategies Photo via Flickr user Nrbelex
  • 31. Sharing History
  • 32. Sparking Ideas
  • 33. Building Brand Ethos
  • 34. Encourage Inspiration & Aspiration
  • 35. Provide Ideas for Product Use
  • 36. Go Behind the Scenes
  • 37. Align Your Brand with Users’ Lives
  • 38. Drive Traffic to Web Content
  • 39. Sell Things!
  • 40. Can’t Set It & Forget It Photo via Flickr user shioshvill
  • 41. Better Fit for Certain Sectors ‣ Lifestyle — Food, Travel, Sports, Pets ‣ Design-Focused — Architecture, Interior design, Industrial design, Technology ‣ Event-Driven — Weddings, Entertaining, Seasonal ‣ Apparel — Men’s, Women’s, Kids; High Fashion to Sportswear; Accessories ‣ Media/Publishing — TV Shows, Magazines, Websites
  • 42. 3 Things to Remember About Pinterest
  • 43. The Mechanics of Pinning Photo via Flickr user tkksummers
  • 44. Photo via Flickr user Los Amigos Del Fuego
  • 45. Pinterest Legal Issues ‣ Pinterest has a notification system that enables copyright holders to request content be removed ‣ A “nopin” HTML tag was released by Pinterest to allow copyright holders to block pinning actions ‣ Digital Millennium Copyright Act protects Pinterest but not you ‣ Added automatic attribution for content from YouTube, Flickr, Behance, & Vimeo
  • 46. 10 Most Followed Companies ‣ Perfect Palette ‣ Real Simple ‣ The Beauty Department ‣ HGTV ‣ Apartment Therapy ‣ Kate Spade New York ‣ Better Homes & Gardens ‣ Whole Foods ‣ West Elm ‣ Mashable Source: Mashable
  • 47. Measurement ‣ Engagement data — Total number of followers ‣ Sharing data — Repins from others ‣ Referring links on site ‣ Sales — direct or indirect
  • 48. Pinterest Reminders ‣ You can tag other users using the @ symbol ‣ Include keywords in pin descriptions (SEO) ‣ Watch your signal-to-noise ratio — make sure you’re sharing others’ content too ‣ Embed ‘Pin It’ buttons on your content — both editorial and product pages ‣ Must have quality photos — stakes are raised
  • 49. Pinterest Progress
  • 50. Which Brands Do You Pin?
  • 51. BRAND DRIVEN digital Questions? ! blog: branddrivendigital.com podcast: worktalkshow.com twitter: @nickwestergaard nick westergaard | branddrivendigital.com | summer–2014 fall 2013