Pinning for fun and profit
NATANYA ANDERSON
WHOLE FOODS MARKET
SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013
Pinning for Fun and Profit
Natanya Anderson
Director, Social Media & Digital Marketing
Whole Foods Market
Our Pinterest Parthenon
@natanyap #brandsonly
Lifestyle-Centric Curation
Collaboration
Sharable
Imagery
Customer
Engagemen...
Our Philosophy: Lifestyle-Centric Curation
@natanyap #brandsonly
Customer
Passions &
Needs
Brand Core
Values
Broad Strokes...
Our Boards – The Expected
@natanyap #brandsonly
Our Boards – Beyond the Expected
@natanyap #brandsonly
Strategy: Collaboration
Who
• Internal partners
• Influencers
• 3rd party partners
Why
• Share the load
• Tapestry of pass...
3rd Party Partners - Spring Gatherings
@natanyap #brandsonly
Influencers – Taste of Thanksgiving
@natanyap #brandsonly
Partner with Others
@natanyap #brandsonly
Strategy: Sharable Imagery
Collectible
Channel-
specific
Program-
specific
@natanyap #brandsonly
Execution: Fits and Starts
@natanyap #brandsonly
A Tale of Two Coffee Infographics
@natanyap #brandsonly
178
Repins
42 Likes
47 Repins
46 Likes
GMOs and Brine FTW
@natanyap #brandsonly
896
Repins
128 Likes
19
comments
405
Repins
52 Likes
Strategy: Customer Engagement
@natanyap #brandsonly
Brand Customer
Shared
Storytelling
The Great and the Not So Great
@natanyap #brandsonly
Good Gravy!
@natanyap #brandsonly
Strategy: Marketing Integration
@natanyap #brandsonly
Table stakes
New Hotness –
API Integration
The Future
• In-store int...
Pinterest API – First Steps
@natanyap #brandsonly
Measuring Success (2014 Priority)
Optimizing Pinterest Efforts
• Individual pin performance
• Success against specific
pro...
What’s Next
• Philosophy
– Location-based pins
– Establish a firm POV on how to
integrate products into Pinterest
• Collab...
Thank you!
Natanya Anderson
@natanyap
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Learn more about past and
upcoming events
DECEMBER 9–11, 2013
SOCIALMEDIA.ORG/EVENTS
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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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