Social@Ogilvy On: Pinterest for Brands
 

Social@Ogilvy On: Pinterest for Brands

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A look at how brands use Pinterest to create a new consumer touch point for social commerce, raise brand awareness, and shape brand positioning.

A look at how brands use Pinterest to create a new consumer touch point for social commerce, raise brand awareness, and shape brand positioning.

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    Social@Ogilvy On: Pinterest for Brands Social@Ogilvy On: Pinterest for Brands Document Transcript

    • Pinterestfor Brands March 2012
    • 2 PINTEREST FOR BRANDS MARCH 2012 Table of Contents The Purpose of this POV 3 What You Need to Know about Pinterest 4 What You Use Pinterest 5 How Pinterest Can Be Utilized by Brands 8 Brands on Pinterest 10 FAQ  11 About Social@Ogilvy 12
    • 3 PINTEREST FOR BRANDS MARCH 2012The Purpose of this POVT he purpose of this POV is to inform Pinterest enables users to “pin” images found brands how they can use Pinterest to around the Web into categorized collections, create a new consumer touch point for or boards. Think of it like an interactive,social commerce, to raise brand awareness, shareable scrapbook. Pinterest can captureand shape brand positioning. the brand essence, personality, inspiration for product design, or company cultureSummary through visual boards. It could also be used to organically grow your brand’s reach throughThe #1 driver of consumer purchases is word an influencer re-pinning strategy, to furtherof mouth recommendations from friends, and engage with fans through themed boards,Pinterest holds the power to drive authentic and to inspire consumers to action, perhaps“word of eye” recommendations in a way through a “best board” or a “most pins”that is changing the landscape of social contest.commerce. The landing page for Pinterest isan endless visual stream of subtle product Currently availably stats show the averagerecommendations from the very people Pinterest user spends 98 minutes per monthwho influence your purchasing decisions – on the site, compared to 2.5 hours on Tumblr,friends and strangers with good taste. This and 7 hours on Facebook 2. Pinterest is mostmeans that there is an endless opportunity popular in North Eastern states, amongfor your brand and its products to be seen by females (estimates range from 58% to 70%Pinterest’s 11.7 million unique monthly users1 female), and with visitors ages 25-44 (59% ofas endorsements from friends in the form of visitors)3 .repins. 2 Id at Tech Crunch1 Tech Crunch, “Pinterest Hits 10 Million Monthly Uniques,” February 7, 2012, 3 Heather Dougherty, “Pinteresting Trend in Social Media,” Hotwise, December http://tcrn.ch/z59HNt 22, 2011, http://bit.ly/sdFHNt
    • 4 PINTEREST FOR BRANDS MARCH 2012What You Need to Knowabout PinterestThe basics The rules Creating brand boardsƒƒ To join, you must request ƒƒ Pin images from various an invite or be invited sources – not just one site ƒƒ Brand pages created & curated by individualsƒƒ Pin Images, repin others’ ƒƒ Be nice and courteous to images, follow a person or other pinners ƒƒ Brands must pin form a board various sources, not just ƒƒ Credit your sources (link ecommerce site!ƒƒ Pinterest is an open back when applicable) network, so anyone can ƒƒ Creatte boards that reflect follow you ƒƒ Avoid self promotion brand’s essence, design, insipiration for products and services or acompany culture
    • 5 PINTEREST FOR BRANDS MARCH 2012What You Use PinterestWhen you visit or use Pinterest, there are five main touch points for the experience. Please seeimages below each description. The touch points are:ƒƒ The Landing Page: The landing page for Pinterest is a stream of visual images from people and boards you follow, so the default state of Pinterest is social. To find other pinners, click the Everything drop-down menu and leave a filter Boards by category. When you see a pin you like, you can Like it, leave a comment, or Repin it to one of your own boards (remember to give credit to the original Pinner). If you find a board you particularly like, you can follow its updates or visit the Pinner’s profile and follow all of his or her boards. Like Twitter, it’s an open network, so users don’t require permission and you don’t have to follow people back.
    • 6 PINTEREST FOR BRANDS MARCH 2012ƒƒ Pinterest Boards: Pinterest users create boards around various themes, and pin images they see online or re-pin images from other users on Pinterest. Pinning can also be a really valuable tool for people with a specific purpose in mind. For example, new homeowners are turning to Pinterest to find inspiration for home décor and furnishings, and many brides-to-be are replacing their three-ring binders with Pinterest boards filled with hairstyles, dresses, and flowers.ƒƒ Pinning Images: To pin items to a board, users must add the official Pin It Button, a simple drag-and-drop browser extension from the Pinterest website. When users come across an image they like, they simply click the Pin It Button and select the corresponding picture. Then, they assign the pin to a board and add a text line, such as, “This is the perfect everyday red bag.” Once pinned, the images hyperlink back to their original online source.
    • 7 PINTEREST FOR BRANDS MARCH 2012 ƒƒ Social Sharing Features: There are multiple social networking opportunities on Pinterest. You can tweet or share your pins to Facebook to help expand your network across all three platforms. You can also tweet and “Like” other users’ pins, which shares the item as a tweet or as an image in your timeline. This also helps increase online WOM recommendations for specific products, and maximizes the potential for getting in front of a new audience in a more authentic way.ƒƒ The Everything Page: The Everything Page is a constant visual stream of literally every up-to-the-minute pin.
    • 8 PINTEREST FOR BRANDS MARCH 2012How Pinterest CanBe Utilized by Brands1. Create a social commerce 3. Identify and engage touch point super fansWith 11.7 million UMVs and counting, Pinterest Pinterest may also be a way to identify naturalpresents an opportunity for brands to expand brand advocates or “super fans.” You cantheir audiences by going where the masses search for your brand’s products and discoverare. Consumers are always a step ahead who is most frequently pinning about yourof brands and its important for brands to products and engage with those people.follow behavior rather than dictate it. Your Surprise and delight super fans by rewardingbrand’s presence on Pinterest will create them with products they pin to their boards.another consumer touch point and a way Eventually you may create a fan-curated boardto be discovered by new people. The visual that allows super fans to add their pins.Pinterest boards would help invite new peopleinto the fabric of your brand by setting a mood 4. Increase brand loyalty byor encapsulating a lifestyle, helping users to sharing your brand’s cultureimagine how your brand’s products, servicesor culture fit their lives. Pinterest is a fun, inspirational and highly visual atmosphere and your brand has an2. Grow influencer networks opportunity to engage fans in new and creative ways. Consider creating boards that align withBrands can leverage Pinterest to find product or service themes, for example, Westinfluencers with whom to engage. You can Elm categorizes its boards by colors fromexpand your influencer networks by following its design palette, such as “Aquamarine.” Orinfluential Pinterest users and boards, and create a board that reflects your company’srepinning items to our own Pinterest boards, dedication to a CSR initiative. Or, compilegiving credit to the influencer. Brands may also pictures of everyday fans and influencerschoose to engage with influential bloggers and engaging with your brand, such as a boardhave them curate a board on their Pinterest that features pins of people across the globepage. Ask Ogilvy for advice on who to follow wearing a retail brand’s clothing.and repin, and who might be right to engageoffline or on another brand platform.
    • 9 PINTEREST FOR BRANDS MARCH 20125. Host contests for further 7. Promote your culture first, engagement products and services secondPerhaps you can host a contest for fans to The trick with Pinterest is to leverage the “softcreate the best Pinterest board with your sell” and promote your brand culture over theproducts, and reward the winning fan with products or services themselves. Pinterest isitems from her board. Or, invite other users to committed to maintaining a non-promotionalco-create boards on your page around certain atmosphere, and the hard sell could get youthemes, and reward the winning team with kicked off the platform. So to create the rightproduct or a brand experience. For example, atmosphere, think about what your brand hasa travel brand can ask Pinners to create to offer and what the images say to people andmood boards that reflect a destination like the what you want to ask, for example:French Riviera, and then reward the winningboard with a trip. ƒƒ A cable brand: “Do you like innovation? We’re innovative too, and here’s a photo of6. Inspire repins (and our engineers making the first-ever live- purchases) through bold streaming television app for iPhone we visuals made.”As mentioned earlier, the #1 driver of ƒƒ A fashion brand: “Do you like bold, basicconsumer purchases is word of mouth colors? We love everything bright and bold,recommendations from friends, and Pinterest and this painting by Matisse captures ourholds the power to drive authentic “word upcoming line’s color scheme.”of eye” recommendations through a repinendorsement. To accomplish this, you’ll want ƒƒ A home furnishings brand: “Do you enjoy ato make sure that you have high resolution, clutter-free living space? So do we, and hereprofessional quality, close-up photos to are three books that talk about a clutter-leverage. Photos of products should be taken free home.”in a way that enables the viewer to imagineherself wearing the product, engaging with ƒƒ A credit card company or bank: “Do youan item, or taking part in the setting. Photos imagine yourself living a lifestyle of luxury?should taken in a way that makes them stand Here’s a picture from the beach in the Virginout in the visual stream that is Pinterest. For Islands where you could be right now.”example, a bold-colored photo or a gray-scalephoto might set itself apart from the photo Through play and inspiration, Pinterest mightstream. just empower you to become the architect of your brand’s culture.
    • 10 PINTEREST FOR BRANDS MARCH 2012Brands on PinterestNordstrom West Elm Gap Williams- SonomaBusiness type: Business type: Home Business type: OnlineFashion specialty furnishing company Retailer Business type:retailer of clothing, that designs products Retailer ofshoes and for modern living. Gap has a few gourmet foods andaccessories. different Pinterest professional-quality West Elm uses boards including cookware.Nordstrom has a Pinterest to curate products from theirdedicated social design inspiration current like, a board Williams-Sonoma’steam that curates around specific featuring denim boards focus on waysits Pinterest boards. trends, like icons (think Michael to use its variousThe boards showcase modernist, color Jackson circa 1985 in products.seasonal trends and blocking, stripes, etc. stone washed jeans),different product This is a great way to and “Everybody incategories. It also visualize trends for Gap” – a board thatjust started a board customers, who can allows anybody to pindedicated to its in- then click through to images of themselveshouse spa and salon, the West Elm site and or others wearingas well as a board purchase products Gap.with photos from that fit their choseninside various stores. aesthetic.“Real Simple” magazine Whole Foods Shop It To MeBusiness type: Print Living up to its name, Business type: Business type: Onlinepublication that Real Simple’s boards Grocer personal shoppingprovides creative, focus on making portal/flash sale site.practical and readers’ lives easier. Whole Foods’inspiring solutions It provides easy hair Pinterest boards Shop It To Me usesthat make life easier. ideas, a month’s provide inspiration for Pinterest to post worth of meals, etc. all things food, such curated-style as seasonal cooking, inspiration from hot kitchen decor, and around the Web. It food as art. also has a board dedicated to its flash sales.
    • 11 PINTEREST FOR BRANDS MARCH 2012FAQCan I create a brand profile on Does Pinterest cost anything?Pinterest? No, joining Pinterest is 100% free. YouYou need to request an invite first, and see if may want to invest hours and money intoPinterest accepts your invite. If you decide to developing a Pinterest strategy, time forcreate a brand page, there will likely be an collecting visual assets, and time for pinning.approval process from Pinterest. Also notethat you will not likely be able to post your I want to get started today. Whatproducts if you join as a brand, but rather, will do I do?be limited to posting items that speak to yourbrand’s essence. Your Ogilvy team can set up time with you to brainstorm ideas, strategize with youWhat if I want to use an and walk you through the steps to develop aemployee as the Pinterest timeline and execute an action plan. The socialprofile? team at Ogilvy can set up time to brainstorm application ideas, strategize about actionThat’s fine too. If you select someone from engagement and walk you through the steps towithin your company to host the account, develop the application.try to find someone who has an eye for thebrand aesthetic or culture to share images I heard that there are potentialand photos that reflect the brand’s essence. copyright infringements withThis person would also have the flexibility to Pinterest, are those rumorspost photos or images of the brand’s product true?themselves. Consult your Ogilvy rep todetermine the best approach. On March 24, 2012, Pinterest announced new Terms of Service that further define user rights with respect to images and other aspects of Pinterest, which will be effective as of April 6, 2012. Please consult your Ogilvy representative to learn about how these terms apply to your brand.
    • About Social@OgilvyS ocial@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practiceleverages social media expertise across all Ogilvy & Mather disciplines,offering an extensive list of services within the foundational businesssolutions – Listening and Analytics; Social Business Solutions; SocialMedia Marketing and Communications; Social Shopping; Social CRM;Social Care; and Conversation Impact.For more information, visit social.ogilvy.com and connect withus at www.facebook.com/socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy.Contact: john.bell@ogilvy.com