Pinterest 101A guide to PinterestMay 2012Compiled by @Etta_Howell for@saidWotORM
Before we begin… The statistics and information shared in this document are true and correct as found on the 25th and 26th of April 2012.Pinterest is growing so rapidly that statistics may change drastically in a month, but up-to-date at time of publish. All the information and statistics are freely available on the www.This guide was not compiled for a specific brand or client, but with the goal of assisting our audience in managing their online reputation and presence.If you have any queries or comments, please do not hesitate to contact us.
Pinterest: An OverviewWhat is Pinterest?• Pinterest is a photo-sharing network that allows users to share all image found on the web as well images they upload themselves, by pinning these to virtual pinboards.• Users can browse pinboards, “re-pin” images to their own boards and “like” photos they find interesting.• The network is also linked to Twitter and Facebook, allowing users to share and interact across platforms.• The network already passed 21 million unique visitors per month.
Pinterest: An OverviewSome Pinterest Statistics:• Daily users have increased by more than 145% since the beginning of 2012 • The platform has already proven to be a valuable marketing tool with SEO advantages. Pinterest is also driving more traffic to websites and blogs than YouTube, Google+ and LinkedIn combined. • Users spend an average of 1 hour, 17 minutes on the network, compares to 36 minutes spent on Twitter and 17 on LinkedIn. • Pinterest is retaining and engaging users 2-3 times more efficiently than Twitter.
Pinterest: An OverviewPinterest is used by businesses to: • Expand networks • Sell products • Drive word-of-mouth referrals • Create virtual catalogues • Drive traffic to their websites • Share their look and feel • Do research “But remember that this is social media. If you simply display images of your products without contributing other content or sharing other users pins, youll likely find that people dont pay much attention. After all, no one likes a self-absorbed blowhard.” – Jason Falls
Pinterest: An OverviewPinterest is used by individuals to: • Follow trends and topics they are interested in • Share interests with friends and followers. • Plan an event • Find inspiration for personal or work projects • Find ideas for new things to do
The AudienceWho are using Pinterest: • Mostly 18- 44 year olds • Upper-income • More women than men “Of course, as women make a huge range of purchase decisions for themselves and others (think travel, health care, home goods, food) having first-mover advantage can be an attractive proposition to many brands.” - Darika Ahrens -
The LingoHow it works: • The only way to join Pinterest at the moment is by invite, meaning that you either need to be invited by someone already using the network or request an invite. • Every time an image is pinned, followers will see it, and like Facebook content, pins can go viral. • Other pinner can then share your images by “re-pinning” it.
The Pros and ConsPros:• Pinterest drives traffic to websites• It can be used as an SEO tool: This is effective when adding links to your descriptions on pinboards, photos, videos and comments.• It enables users to share content across platforms, including Facebook and Twitter.• Pinterest will increase brand awareness and reach.• The network is user-friendly.• Consumers are motivated to interact with the brand as they are engaging with the themes and traits of you company, rather than the brand as a whole.• The platform provides an opportunity to take content online that have been left offline, like the business’ style and inspirations.
The Pros and ConsCons:• The network is limited to visual content - Businesses that aren’t particularly visual may not tie back to the brand.• The network does not offer business-orientated features, like pages designed specifically for brands.• The search function prioritises pins and boards above people results. The best way to determine if Pinterest could attract buyers is simply to give it a shot. Set up an account and start pinning things that are relevant to your business but not too promotional.
Think Twice Keep in mind that Pinterest is a visual platform. If your product or brand is not visually appealing or you do not have a physical product, it may be difficult to manage your presence on Pinterest.In addition, adding an additional social network to your online presence will require time and manpower to manage. Never jump on the bandwagon if you do not have the necessary resources to stay there.
Pinterest Etiquette• Avoid Self-Promotion: The network’s terms and conditions limits promotion on the platform. Thus, only relevant and interesting content should be shared with the intention of showcasing your brand’s identity and not with the intention of hard selling.• Describe your images: Descriptions can be used to create relevance and context for the audience. Links to the company website can be added here.• Credit your sources: If you pin something, ensure that it links back to the original source.
Employees on Pinterest• By following a collaborative approach, employees can be encouraged to get to know each other and communicate the company’s personally to the public.• For example: Décor ideas for the office, lunch ideas, staff fashion, staff talents and events can be pinned in addition to product images.
Building Followers• Promote your Pinterest account on your website and other social media sites as well as offline.• Add a “pin it” button to your site as well as a call to action for the audience to follow your brand on Pinterest.• Ensure that your pinboards are interesting and grab attention.• Use your current SEO and keyword strategies to create titles and descriptions.• Engage with other pinners by following related topics and boards, linking others’ content, repining and replying to comments on your pins.
Best Practice: Do’sDo:• Pin images related to your industry, brand, products, staff, offices, environment and interests.• Follow interesting boards and individuals .• Re-pin and comment on pins by others.• Add descriptions to your pins.• Include your website URL in you pin descriptions.• Pin videos from Vimeo and YouTube.• Track pinterest.com as a referral source in your website analytics.• Create images specifically with Pinterest in mind.• Use the platform to run competitions and promotions, like offering a prize to someone who comments on your pin and creating images for special offers..
Best Practice: Do’sDo:• Add a “Pin It” button as well as a Pinterest “Follow Us” button to your website.• Also install a “Pin It” button on your browser to pin images directly from you bookmarks toolbar.• Categorize your boards to ensure that people will see your pins.• Ensure that your boards are themed and tells a story about your brand.• Make sure your images are “Pinteresting” by pinning content that is aesthetically pleasing. Vertical images also receive more real estate on the current browsing layout.
Best Practice: Do’sDo:• Get your employees involved by motivating them to pin and repin your images as well as comment on photos. Also be sure to create boards where they can actively participate, like a board with photos and bios of all your staff members.• Share data such as infographics and charts, but ensure that your pins are still interesting. Remember to customise charts to display your logo and contact details.• Use Pinterest for competitor research by finding out what your competitors are pinning and what their users are pinning from their site.
Best Practice: Donts• Don’t clone your website or other platforms. Pinners want unique content.• Don’t use too much text by posting too much information in your descriptions.• Don’t pin to only one board, but make sure you pin to as many boards as possible.• Don’t use hashtags. They are for Twitter.• Don’t only pin your own content.• Don’t spam. Do not follow individuals or boards in the hopes of them following back
Best Practice: Who is doing it right?Whole Foods Market• Whole Foods Market has 26 741 followers and 40 boards.• They pin pictures of food, food art, kitchens and Kitchen gadgets, gardening tips for your vegetable garden, recycled or reused products (to inspire customers to be environmentally responsible) and health tips.• Overall, the brand is sharing content that reinforce their brand promise personality and promise.
Best Practice: Who is doing it right?Birchbox• Birchbox is a beauty brand with 10 736 followers and 3 016 pins.• They share pins related to fashion trends, celebrity gossip, perfumes, backstage at fashion shows and hair tips.
Best Practice: Who is doing it right?Woolworths SA• Woolworths SA has 157 followers and 101 pins.• They share pins related to home-ware, shoes, food, beauty and fashion. In addition, they also have a board dedicated to “Good Business Journey”, motivating environmental responsibilities.
MeasureHow do we measure success?• If your audience often comment, like or re-pin and your brand has a high following, your content is successful.• If your website analytics show traffic from Pinterest, it means that people are clicking on your images to find more information. Thus, this is a good measure of successful pinning!
More Information If you require further information with regards to Pinterest or need assistance in setting up your account and planning content, please do not hesitate to contact us. For more case studies, visit http://www.slideshare.net/saidWot We are also eager to monitor and manage your online presence. Please contact us to set up a demo account for you. South Africa: United States: Tel: +27 11 021 8740 Tel: +00 (1) 704 450 2403 Email: firstname.lastname@example.org Email: email@example.com Web: www.saidwot.com saidWot Online saidWot Online @saidwotORM Reputation Reputation saidWot Management Tool Management