Pinning for fun and profit, presented by Natanya Anderson

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In her Brands-Only Summit presentation, Whole Foods Market's Director of Social Media and Digital Marketing, Natanya Anderson, shares the broad-based lifestyle approach they’ve applied to their social media strategy.

She talks about Pinterest, lessons learned around imagery, contest ups and downs, and more.

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Pinning for fun and profit, presented by Natanya Anderson

  1. 1. Pinning for fun and profit NATANYA ANDERSON WHOLE FOODS MARKET SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013
  2. 2. Pinning for Fun and Profit Natanya Anderson Director, Social Media & Digital Marketing Whole Foods Market
  3. 3. Our Pinterest Parthenon @natanyap #brandsonly Lifestyle-Centric Curation Collaboration Sharable Imagery Customer Engagement Measure and Optimize Philosophy Strategy Accountability Marketing Integration
  4. 4. Our Philosophy: Lifestyle-Centric Curation @natanyap #brandsonly Customer Passions & Needs Brand Core Values Broad Strokes5 x 1 Ratio Collectible Inspiration
  5. 5. Our Boards – The Expected @natanyap #brandsonly
  6. 6. Our Boards – Beyond the Expected @natanyap #brandsonly
  7. 7. Strategy: Collaboration Who • Internal partners • Influencers • 3rd party partners Why • Share the load • Tapestry of passions • Larger reach • Richer overall experience @natanyap #brandsonly
  8. 8. 3rd Party Partners - Spring Gatherings @natanyap #brandsonly
  9. 9. Influencers – Taste of Thanksgiving @natanyap #brandsonly
  10. 10. Partner with Others @natanyap #brandsonly
  11. 11. Strategy: Sharable Imagery Collectible Channel- specific Program- specific @natanyap #brandsonly
  12. 12. Execution: Fits and Starts @natanyap #brandsonly
  13. 13. A Tale of Two Coffee Infographics @natanyap #brandsonly 178 Repins 42 Likes 47 Repins 46 Likes
  14. 14. GMOs and Brine FTW @natanyap #brandsonly 896 Repins 128 Likes 19 comments 405 Repins 52 Likes
  15. 15. Strategy: Customer Engagement @natanyap #brandsonly Brand Customer Shared Storytelling
  16. 16. The Great and the Not So Great @natanyap #brandsonly
  17. 17. Good Gravy! @natanyap #brandsonly
  18. 18. Strategy: Marketing Integration @natanyap #brandsonly Table stakes New Hotness – API Integration The Future • In-store integration • Deeper web integration • Email experiments
  19. 19. Pinterest API – First Steps @natanyap #brandsonly
  20. 20. Measuring Success (2014 Priority) Optimizing Pinterest Efforts • Individual pin performance • Success against specific program KPIs – Website traffic – Shares • Timing of pin posting • Benefit to partners Informing Other Initiatives • Top areas of interest • What approach resonates • Align with SEO • Correct misinformation @natanyap #brandsonly
  21. 21. What’s Next • Philosophy – Location-based pins – Establish a firm POV on how to integrate products into Pinterest • Collaboration – Grow our collaboration base • Sharable Imagery – Continue to evolve and optimize the creative process – Leverage graphic artists throughout the company • Customer Engagement – Revisiting engagements and contests – Acquisition campaign • Marketing Integration – Deeper integration into marketing programs – Pinterest promoted pins • Measurement – Establish a measurement framework – Ongoing analytics delivery @natanyap #brandsonly
  22. 22. Thank you! Natanya Anderson @natanyap
  23. 23. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS
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