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Pinterest for Business by SMB SEO

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Dallas Social Media Breakfast …

Dallas Social Media Breakfast

November 29, 2012

Pictures Paint A Thousand Words...

Why You Need Pinterest For Business



Facebook, LinkedIn, Twitter -- you probably have pages, profiles, or accounts with all of these, as is typically best practice. But not every social site out there is worth investing a lot of time, money, and effort. Fast-risers like Pinterest seem to be enjoying skyrocketing growth and popularity, but the question is are they well worth it? The question to pose to yourself is: why does my business need to use Pinterest?

We will uncover: Are Mom’s really this awesome? Who has time for this stuff? Where are all the men? And, how long does it take to make Pinterest work for me? Say NO to theory!

Pinterest isn't successful for nothing. Let's take a deep dive into what comprises Pinterest -- from its structure to its etiquette -- and then take a look at its uses for business and marketing.



Presented by:

Mike Stewart

Mike Stewart (@dallasSEOguru) is the Founder and Director of Search at SMB SEO, a full service internet marketing agency dedicated to helping companies grow through local search. He has spent more than 12 years practicing and preaching the ins and outs of print and online marketing campaigns.

He currently serves as a member of the Board of Directors for DFWSEM. You can follow his business blog at smbseo.com/blog where he offers daily tricks, tips, and information related to online marketing.

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  • 1. @dallasSEOguru Mike StewartDirector of Search
  • 2. Thank you for having me…We can assume: •Some of us don’t know a thing about Pinterest •Some of us are addicted to Pinterest •Some of us “fiddle” with it ---- like myself So, Please …don’t hate. Our agenda: •What is Pinterest? •How to Pinterest? •Why Pinterest? •Let’s Get Technical. •Define Awesome. •What Can Pinterest Do For Your Business?
  • 3. What is Pinterest?• Pinterest is a social image sharing website• More social than Instagram• Less engaging than Facebook, in terms of what the website actually offers• Virtual pinboards collated and organized by members• Users "Pin" images of what they find online to their pinboards, called "Boards," and share it to the community and their network of contacts• A Board is a pinboard of images, the images are called Pins, and Pins can be uploaded from a computer or taken online• Pins “should” link back to the content source• Each user can create multiple Boards• Boards can be categorized however the User pleases• Users can follow other users and their existing and new Boards• Users can also choose to follow only individual Boards• People can also "un-follow" and their loss of interest will not be announced to the users they un-followed
  • 4. Who came up with the idea? Silbermann was raised in Des Moines, Iowa. In 1998, Silbermann attended the acclaimed Research Science Institute at MIT. He graduated from Yale in 2003 with a political science major • He and his girlfriend (now his wife) moved across the country to Palo Alto. She became a recruiter for Facebook. He briefly worked for Google in customer support. • His wife came up with
  • 5. Why Pinterest?Its social, and its large. • Social media is huge right now • Active Internet users spend nearly a quarter of their time on social media • Social factors in heavily with ecommerce and online retail • Anything "social" is potentially good for business marketingIts visual in nature. • Textual content still rules the web, • Visual content such as videos and images are quite popular • To resort to a cliché: “pictures paint a thousand words” • Image will convey more information faster than text • They dont have time to read all of it, and seeing stuff with one glance is much easier and faster • It also allows them to connect to one another within community via accounts they connect with each other •Its viral potential is limitless. • When a video on YouTube becomes "viral" (means that so many people have watched it that they can account for the population for a small to mid-sized country) • Viral = lucrative medium of marketing for online businesses • Easy to go viral through practical and easy to use functionalityIts intuitive. • Its hard to find somebody who doesnt know how a pinboard works • Pinterest chose well in virtualizing the concept and not limiting it to work or productivity • Opened it to larger field of social sharing and personal interests websites --- Reason for popularity and growth!
  • 6. Center of Your Universe “You should definitely begin leveraging its potential, but without making it the center of your marketing campaign.” - says any qualified SEO expert
  • 7. Not a fad… more of a social addiction Active and Engaged?
  • 8. Phenomenon?In February Pinterest drove more traffic towebsites than Twitter, Google+, LinkedIn ,and YouTube combined.Over $37,000,000 in VC funding raised.Let’s not forget… Fail Whale.‘Fail Whale’ Gives Frustrated TwitterersSomething to Smile About. Wired MagazineTraffic to Twitter has leveled off.
  • 9. Why Is It a Big Deal?
  • 10. Why is Pinterest Already Successful?Women trust recommendations from Pinterest more than any otherplatform. (per BlogHer’s annual study on women and social media)81 percent trust Pinterest versus Facebook (67 percent) and Twitter (73percent).
  • 11. It is like an explosion of interest
  • 12. Pinterest is now #46 out of all websites Jan 2012 – 11,716,00 visits Oct 2012 – 26,739,000 visits My Prediction: It will be a top 25 site in 2013.
  • 13. Not a “Search Engine” but great for search
  • 14. What can you ACCOMPLISH on Pinterest? • Plan a wedding (friends can leave comments about ideas for the dresses, flowers, cakes, and ties they pin up) • Learn something with infographics • Collaborate • Share common interests • Decorate a house • Join a Focus Group • Crowdsource • Participate in Contests
  • 15. is Awesomeness!
  • 16. Some Pin Awesome Animals
  • 17. Awesome food…
  • 18. Awesome Places to visit…
  • 19. To some this is awesome…
  • 20. and this…
  • 21. I define awesome…
  • 22. According to Pinterest this is awesome
  • 23. maybe Awesome?
  • 24. Yes… Moms are Awesome
  • 25. The U.S. Army is Awesome!
  • 26. Big Brands Who “Wannabe” Awesome
  • 27. Infographics are still Awesome!
  • 28. “Who’s Awesome?”
  • 29. What do you sell?What can you pin?
  • 30. Who can you find using Pinterest?• Real Estate Professionals (cool homes)• Interior Decorators (redecorate your home)• Construction (things you can do to your home)• Hobbyists (crafts, cooking, cars, woodshop)• Someone sharing your pin on a pin board with "Spring handbags Im considering," theres a good chance youll click through and make a purchase.• Pinterest users are more often in a shopping mindset when they are using the service
  • 31. What will you really find on Pinterest?Like Facebook, it is what you make of it. – Dream – Adventures – Hopes – Prayers Magazines – Humor – Events – Travel
  • 32. Big Brands
  • 33. Ebay is to __, as Pinterest is to __? Cash for your hobby?
  • 34. Pinterest is at the TOP of the funnel. Pinterest efforts should lead potential leads to the right stages of your sales funnel. What you change is the content (Pinned images) & the URLs (landing pages).
  • 35. Why?• Brand Signals… socially engaged brands look authoritative and more trust worthy• Reach the Awareness State of Buying Funnel Why Not?• Pinterest hurts your sites conversion rates.• Pinterest becomes another daily “social media activity” and may become another distraction• Copyright nightmares
  • 36. Pinterest respects DMCAPinterest ("Pinterest") respects the intellectual property rights of others and expects its users to do the same. It is Pinterest’s policy, in appropriate circumstances and at its discretion, to disable and/or terminate the accounts of users who repeatedly infringe or are repeatedly charged with infringing the copyrights or other intellectual property rights of others.In accordance with the Digital Millennium Copyright Act of 1998, the text of which may be found on the U.S. Copyright Office website at http://www.copyright.gov/legislation/dmca.pdf, Pinterest will respond expeditiously to claims of copyright infringement committed using the Pinterest website (the "Site") that are reported to Pinterest’s Designated Copyright Agent, identified in the sample notice below. If you are a copyright owner, or are authorized to act on behalf of one, or authorized to act under any exclusive right under copyright, please report alleged copyright infringements taking place on or through the Site by completing the following DMCA Notice of Alleged Infringement and delivering it to Pinterest’s Designated Copyright Agent. Upon receipt of the Notice as described below, Pinterest will take whatever action, in its sole discretion, it deems appropriate, including removal of the challenged material from the Site. DMCA Notice of Alleged Infringement ("Notice")
  • 37. DMCA Concerns:• Pinterest also has introduced an opt-out code web publishers can embed in their sites -- Yahoos Flickr (YHOO) has done so too -- to prevent pinners from republishing material.
  • 38. Add a Watermark
  • 39. How does Pinterest Make $?(according to the Pinterest website:)How does Pinterest make money?Right now, we are focused on growing Pinterest and making it more valuable. To fund these efforts, we have taken outside investment from entrepreneurs and venture capitalists. In the past, weve tested a few different approaches to making money such as affiliate links. We might also try adding advertisements, but we havent done this yet.Even though making money isnt our top priority right now, it is a long term goal. After all, we want Pinterest to be here to stay!
  • 40. Getting StartedGo to: http://business.pinterest.com/
  • 41. It is easy to create a Pinterest for business You can will figure out the rest on your own
  • 42. Facebook and Pinterest
  • 43. Don’t be a Pinterest newb! Rules 101• A board for “infographics” is not necessary.• Check for original sources. Don’t repin spam links.• Curate the best. Don’t repin EVERYTHING!• Board Covers are cool. Take the time, make em!• Inform. Add context by creating helpful descriptions.• Set a goal. SEO or “just to be there” is no goal.
  • 44. What is the difference?• Liking a pin adds the image to your profile’s Likes section; the image does not get added to one of your boards.• Repinning an image allows you to categorize the image onto one of your boards.• You can edit the description of a repin.• The source-link of an image is saved automatically, no matter how many times it’s repinned.
  • 45. Buy my stuff!!!!You may also: add a price to a pin, just type the $ symbol followed by the number amount in the description. When you are finished, click Pin It. Pinterest will automatically add a price banner to the photo.
  • 46. Links matter… what do we know:Here’s a brief rundown of what we already know about Pinterest links:• Each “Pin” links back to the page the image is shown on OR the actual file location using a do-follow link. The difference depends on how the image was pinned. For example, opening an image in its own window/tab and then using Pinterest’s bookmarklet will create the pin and link to the file location jpeg. The “Pin It” button will usually link to the page the image is featured on. A page-targeted link is probably better than a jpeg-targeted link unless you’re purposely optimizing for image search.• Do-follow links are found on multiple parts of a pin, as shown below. The “From:” link and the image link are both standard in every pin. All image ALT attributes read “Pinned Image” with no way to edit. You can also insert links into the pin description and comments (here comes Pinterest comment spam). A pin comes with a custom embed code for easy syndication onto other websites, creating backlinks to the pin page.
  • 47. Where are the links?
  • 48. Spammers exist•Scrapes items from Amazon and re-submits them as pins to Pinterest along with your affiliate link in thedescription and the linked image.•Automatically creates a relevant board as well.•A Pinterest Scheduler: Automatically creates unlimited scheduled pins to post to your accounts and createsyour boards as well.•A Pinterest Follower Bot: Automatically finds and follows Pinterest users by keyword.•A Pinterest Popular Pin Re-Submitter: Finds the site’s most popular pins via keyword and resubmits them withyour own links and descriptions.•A Pinterest Invite Code Generator: Uses your account(s) to create invite codes for you to send out.
  • 49. Etiquette… It is expected.
  • 50. Etiquette…
  • 51. Is Google Coming for Pinterest Next?• Zaggat• Frommers• Motorola• Youtube• VirusTotal• WildFire• Milk• Katango• SocialGrapple• DailyDeal• DealMap• Fridge• SparkBuy• Zave Facebook purchased Instagram on APRIL 10, 2012
  • 52. WordPress Plugins are Cool. Non-Wordpress at http://pinterest.com/about/goodies/
  • 53. CMS and Cart Integration
  • 54. Pinterest Marketing Tips:Also, feature your social media profiles and accounts (including your Pinterest account) wherever applicable. If you Pinterest does a good job of leading people to your website, your inbound marketing should also be efficient in offering your visitors the option of following you on Pinterest.
  • 55. How to Avoid Failure:• Link Facebook and Twitter. Facebook links only to your personal profile (not Pages), so you may find it better to link to Twitter for business posts. Post to Facebook selectively as relevant – all linked Pinterest posts are now featured in a Facebook “album”.• Link your website to your Pinterest . Add Pinterest sharing buttons and apps to other social• Integrate with other social media platforms. Add Pinterest sharing buttons and apps to other social media platforms, such as Facebook. Give a Call-to-action to your Google+, Facebook, Twitter, YouTube and LinkedIn Followers to follow you on Pinterest! Integrate, integrate, integrate!
  • 56. Build your own community of followers • Follow Follow Follow. • Add weblinks to your descriptions. The more information about the source of original pins (preferably your website) the more longevity your pin will have for brand awareness. Edit the pin and add the correct permalink to blogposts so they can be traced correctly. And check that your pin-links work! • Space Your Pins. Don’t do a pin dump! Pinterest is unlike Facebook and Twitter where the feed-time is limited. Pins will remain in view for days or weeks due to the cyclical nature of their exposure. Pinning for a few minutes a couple of times per day is enough to get you started. • Time Your Pins. Take note of the times when your fans are pinning – be flexible, and if all else fails, 2-4pm and at night are popular for pinning according to Pinterest. Weekends are too.
  • 57. Ask yourself: How do I create content that is visually engaging and pinnable”?• Choose great images for your blog. If you have interesting, engaging, quality images, your content is more likely to get pinned.• Pin different types of images. Include photos, infographics, videos and text. Don’t discount text. {Tweetable}“A great font on a simple background, does a “pinnable- image” make!”• Pin Videos. Video is the most under-pinned visual format on Pinterest… but the most engaging! Be one of the first in your niche to use Video.
  • 58. Easier said than done?Don’t just create content! Curate it!Think in terms of incoming and outgoing traffic. What content will bring users to your site, what action do you want them to take when on your site (how will you entice them to stay?)
  • 59. What is your Goal?• Create your boards with an ideal client in mind. Provide answers to their questions. Feed their inspirations. Solve their problems.• Get them to take an action!• try to keep most of the boards that I want people to see the most "above the fold““ .” – Mike Stewart
  • 60. Questions?mike@smbSEO.com @dallasSEOguru @smbSEO 801 Forest Ridge Dr. Bedford Tx 76022 Phone: 214-267-9553 www.smbSEO.com

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