Pinterest Retail Eseller Guide 2012
Upcoming SlideShare
Loading in...5
×
 

Pinterest Retail Eseller Guide 2012

on

  • 254 views

 

Statistics

Views

Total Views
254
Views on SlideShare
254
Embed Views
0

Actions

Likes
0
Downloads
4
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Pinterest Retail Eseller Guide 2012 Pinterest Retail Eseller Guide 2012 Document Transcript

  • Everything you need to know about selling on Pinterest
  • Page 2 of 15 Pinterest Contents What is Pinterest?...........................................................................................................................................3  ........................................................................................................................ Why is Pinterest a big deal for ecommerce? (By Seamus Whittington, ChannelAdvisor)...............................................................................................4  Is Pinterest right for me? (By Jacob Dutton, 383 Project)....................................................................5  How do pins work?........................................................................................................................................6  How to encourage pinning from your own site (By Laura Brown, KISS PR)...................................7  Top tip: include the price tag......................................................................................................................8  Top tip: Use high-quality photography to sell more (By David Brint, SpinMe)................................................................................................................................9  Top tip: Partner and engage with other pinners (By Meredith Oliver, Creating WOW Comms).......................................................................................10  Top tip: Use social media to promote Pinterest....................................................................................11  The importance of the soft sell (By Jacob Dutton, 383 Project)......................................................12  Using Pinterest to try out new product lines (By Avin Wong, WhichSocial.com)........................13  Final notes to sell more...............................................................................................................................14  Recommended reading from eSellerMedia.com.................................................................................15 
  • Page 3 of 15 Pinterest 1What is Pinterest? Pinterest is the latest social media phenomenon to take the web by storm. This is not an exaggeration: according to comScore, Pinterest is the fastest social media platform in history to surpass the ten million unique visitor mark. While for users, the draw is that Pinterest allows them to share and discover beautiful images, videos and products; for ecommerce entrepreneurs, the marketing potential is obvious: Pinterest is a perfect platform to increase interest – and therefore sales – in your products. ......................................................................................................
  • Page 4 of 15 Pinterest 2Why is Pinterest a big deal for ecommerce? Pinterest is everyone’s favourite current example of the power of social and, with eighty per cent of pins being products, it’s a perfect forum for ecommerce. With Japanese ecommerce giant Rakuten’s recent $100m investment in the site, Pinterest is clearly on a path where it will monetise via ecommerce. Rakuten is an interesting partner for Pinterest, as it will allow the platform to benefit from Rakuten’s vast network of marketplaces, affiliate networks and other ecommerce assets. The site is already more commercial than Facebook and Twitter – most of the conversations on Pinterest are product-related. Combine Pinterest’s 12 million actively-engaged and product-centric consumers with an open community of new curators and tastemakers, and you have a strong new ecommerce channel for customer engagement, market research and, most importantly, online sales. You cannot predict the future with social, however, so we’ll have to wait and see how image-based players like Pinterest fare on the social commerce scene. Seamus Whittington is MD EMEA at ecommerce specialists ChannelAdvisor. ....................................................................................................
  • Page 5 of 15 Pinterest 3 Is Pinterest right for me? What sort of business should use it? When considering whether Pinterest is right for your business, it’s important to understand the psyche and needs of the consumers using it. There has been a lot of focus on the fact that Pinterest is perfect for women in their mid-30s, planning a wedding/new home/baby shower. However, while it’s still “new”, it also has a trendy vibe, which offers a lot of opportunities for businesses to engage with younger, tech savvy consumers. A number of fashion brands such as Forever 21 and Fossil have shown how attracting followers on Pinterest can be of benefit. However, neither appear to have created content specifically for the network, so it is impossible to gauge its real potential yet. As an engagement opportunity, Pinterest could be right for any business which has data that can be presented in a visual format. Infographics have become a powerful marketing tool in recent years and Pinterest is a great platform to share them with a growing audience (currently over 12 million) – as long as they have been designed to be engaging of course! Jacob Dutton is a senior client partner at creative agency 383 Project. .........................................................................................
  • Page 6 of 15 Pinterest 4How do pins work? Each pinned item can then be “Liked”, clicked on to open into a larger picture, or re-pinned to the visitor’s own Pinterest profile. The most important thing you need to do is add a “Pin It” button to your website, inviting your users to pin your products onto Pinterest. It’s a simple process, which you can do from here: www.pinterest.com/about/goodies/ The “Pin It” button is made to look and feel like the Facebook and Twitter buttons that internet users already use every day. For best results, place the “Pin It” button near your other social sharing tools. Pinterest is a picture- sharing platform where users can create themed boards to pin pictures, videos and discussions too. ....................................................................................
  • Page 7 of 15 Pinterest 5How to encourage pinning from your own site 1. Cross-promote your Pinterest site: Like Twitter and Facebook, you can add a follow button to your website. Find out how: www.pinterest.com/about/goodies 2. Competitions: Encourage people to pin things by holding a competition asking them to create a board and send you a link, or pin something and tag your ecommerce site or campaign name – the coolest entry wins a prize! 3. Pin brand-related images: Don’t just fill your boards with pins of your products; it’s boring. Interject pins with other images, which also reflect your brand’s lifestyle or products, or some pithy quotes to express your brand personality. 4. Be specific: Organise your boards well, and ensure they follow a theme and are titled clearly – this will attract more followers. Also incorporate key words onto boards already used in your SEO strategy to ensure maximum exposure. Laura Brown is social media manager at KISS Public Relations ................................................................................................
  • Page 8 of 15 Pinterest 6Top Tip: Include the price tag Pins with prices get 36 per cent more “likes” than those without, so it’s vital to remember to include a price on the image, in the description and tag. By tagging the price when uploading your pin, your product will be pulled into the gifts section. This is a visual display of products categorised by price, with links through to purchase. Don’t forget to include a price tag! .........................................................................................................
  • Page 9 of 15 Pinterest 7Top tip: Use high-quality photography to sell more The keywords here are honesty and integrity. If they can spin the product image around and control it by zooming in on their preferred points of interest, that’s the closest an image is going to give to a real-life experience. Lighting-wise, absolute clarity is important so that people can see true colours. (But you do need to bear in that colour is affected by monitors – the same image seen on three different screens would look different.) Make the product look as expensive as possible without losing the honesty of what it really is. Shot correctly, you can make a £5 product look like it’s worth £25, providing the product stacks up to that value. Put your brand and identity across. Rather than photographing all products with a white background, use a colour associated with your branding – this can often set each product off in a cleaner fashion. David Brint is marketing director at online imaging specialist SpinMe. From an ecommerce professional’s point of view, the art is to provide extremely high quality imaging that gives consumers the confidence that they are seeing the product online just as well as they would see it in-store. The most effective images have good lighting, good focus and a large, clear product picture that the consumer can interact with. ......................................................................................
  • Page 10 of 15 Pinterest 8Top tip: Partner and engage with other pinners Just like any other social network, you need to make an effort to encourage interaction with other pinners and bloggers. Repin and like other people’s content. Look for alliance partners to cross-promote each other’s products and services. Part of this is also creating new and interesting content which other pinners and bloggers will engage with. Post new content consistently; this will attract new followers and increase visibility. Pin images that relate to how-to articles and other resources. When you establish yourself as an expert in your industry, more users will show interest in your business, and ultimately create more sales. Meredith Oliver is the founder of web marketing firm Creating WOW Communications. .........................................................................
  • Page 11 of 15 Pinterest 9Top tip: Use social media to promote Pinterest While Pinterest is a social network in its own right, ecommerce professionals should leverage other social networks to make the most of the site. Pinterest’s success is, in part, due to how tightly it is integrated with Facebook. Yet the site is already more commercial than Facebook and Twitter – most of the conversations on Pinterest are product-related. It is also tightly integrated with Facebook, using a user’s existing social graph to attract more “Pinners”, as pins are automatically shared with all of the user’s Facebook friends, creating a viral effect. Pinterest’s success is in part due to how tightly it is integrated with Facebook. Pinterest uses Facebook data from a user’s existing social graph to attract more ‘Pinners’, as Pins are automatically shared with all of the user’s Facebook friends, creating a viral effect. .............................................................................
  • Page 12 of 15 Pinterest 10The importance of the soft sell Pinterest has been heralded as the first real opportunity for brands to turn a social channel into a sales channel. Like Tumblr before it, Pinterest offers a fantastic opportunity to share visual content and make customers feel like they are being given something extra. A great example of this is the recent Hunger Games premiere. The Capitol Couture blog was created on Tumblr from the point of view of The Hunger Games universe, featuring exclusive content. Fans were encouraged to re-blog images and take part in “District Style Challenges” where, by submitting their photos to the blog they had the chance to win tickets to the premiere. It is this content that can’t be found anywhere else that will drive the best returns for brands in these new channels. For brands to be truly successful through Pinterest, they need to embrace the culture of the network and contribute to it. Simply sharing existing catalogue images isn’t enough. Jacob Dutton is a senior client partner at creative agency 383 Project. However, rather than trying to drive a financial return from it, brands should be looking to leverage Pinterest for what all social channels are best at – increasing engagement. ..............................................................................
  • Page 13 of 15 Pinterest 11Using Pinterest to try out new product lines Enlightened brands and ecommerce professionals are increasingly using Pinterest to test new product lines. In fashion retail, for example, Pinterest provides huge opportunities to reach the right audience with the right offers, at the right time. Women’s apparel is one of the most popular categories on the site, with one of the highest levels of pinning activity. Companies have adopted “pin it to win it” strategies, which incentivise consumers to pin or re-pin products in order to win prizes or discounts. Ecommerce entrepreneurs can create boards specifically for new product lines and ask followers to vote by re-pinning their favourites, for example. This could be a great testing ground and a cost-effective way of analysing the popularity of new items, while also driving consumers towards a purchase. Avin Wong is director of marketing analytics software firm WhichSocial.com ..............................................................................
  • Page 14 of 15 Pinterest 12Final notes to sell more The key to getting more sales out of Pinterest is, as with all social networks, engagement. Here are our final tips on how to get the most out of Pinterest: 1. Pin powerful images: The most effective images are simple and engaging; they help to showcase your products in their best light. 2. Create killer captions: When you upload your own content to Pinterest, include a call to action in the description (such as “click here” or “sign up here”). 3. Use keywords: Include a hashtag in front of your keywords so that your pin shows up in searches 4. Include a link to your product page: A backlink to your site will drive potential buyers to your ecommerce website, but it will also improve your site’s SEO. .............................................................................
  • Page 15 of 15 Pinterest 13Recommended reading from eSellerMedia.com Monetising Pinterest: challenges and advantages http://esellermedia.com/2012/07/03/monetising- pinterest-challenges-advantages/ Pinterest: The Power of Pinning for eCommerce http://esellermedia.com/2012/04/26/pinterest-the- power-of-pinning-for-ecommerce/ The seven steps to great content http://esellermedia.com/2012/06/17/the-seven-steps- great-content/ How Pinterest drives sales online http://esellermedia.com/2012/08/03/how-pinterest- drives-sales-online/ Pinterest and the power shift in fashion retailing http://esellermedia.com/2012/06/03/pinterest-and- the-power-shift-in-fashion-retailing/ Pinterest backed for $100m http://esellermedia.com/2012/05/18/pinterest-backed- for-100m/ ....................................................................