TBEX15 Asia Thailand Natalie Discala & Jennifer Weatherhead Harrington
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Community: The Power of Pinterest: How to drive traffic from Pinterest and expand your reach
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TBEX15 Asia Thailand Natalie Discala & Jennifer Weatherhead Harrington
- 1. THE POWER OF PINTEREST How to drive traffic from Pinterest and expand your reach Natalie DiScala, Oh! Travelissima Jennifer Weatherhead Harrington, Travel & Style
- 2. WHAT YOU’LL LEARN How to optimize a Pinterest account What content performs best How to grow your audience How to drive traffic from Pinterest
- 3. WHAT IS PINTEREST AND HOW DOES IT WORK?
- 10. Evergreen content Information and ideas; not just pretty pictures
- 11. HOW TO OPTIMIZE YOUR PRESENCE ON PINTEREST
- 12. Your Pinterest profile and pins
- 13. Choose board covers that best reflect the content Pinners can expect to find
- 14. Get specific with your boards
- 15. Top Pinned Travel Destinations Paris London New York City Iceland Netherlands Italy Australia
- 16. Keywords matter; hashtags don’t Put yourself in the shoes of a Pinner
- 17. Instructive, actionable – give context!
- 18. Go for taller Pins
- 19. Text on an image can work if it’s done well
- 24. Rich Pins • Rich Pins rank higher in search
- 25. Place Pins Place Pins: Expert guides – not photo albums
- 26. HOW TO DRIVE TRAFFIC FROM PINTEREST
- 27. Creating a Pin-friendly site Pin It buttons: Put your audience to work
- 28. Your audience • Unite your channels • Try crowdsourcing
- 29. Pin of the Day on other networks Facebook and Twitter are great places to highlight a specific Pin or board
- 30. Other creative cross-promotion •Four Seasons Pin.Pack.Go •525% increase in followers
- 31. Keep learning • Your profile • Your audience • Domain analytics
- 32. Be part of the community • Use group boards • Interact with Pinners
- 34. 1.Don’t repin everything from someone else’s boards 2.If you repin a lot from someone, you should definitely follow them 3.Don’t change the source URL to point to your own blog if the image isn’t yours 4.Check the pin source – make sure it doesn’t link to spam
- 35. 5. Don’t just promote your own content 6. Add descriptions to your pins 7. Interact with people, leave comments and thank people for sharing your content 8. Don’t pin like a bandit once a week – you’ll be flooding people’s feeds
- 36. VIRALWOOT
- 37. EVERY POST • Schedule your pins and repins hours, days and weeks apart • Create a calendar for a clear vision.
- 38. Questions & Answers Jennifer Weatherhead Harrington: pinterest.com/travelstylemag Natalie DiScala: pinterest.com/nataliediscala
Editor's Notes
- Introductions: Nat and Jenn – a bit about who we are and our social media experience
- NATALIE: We want to arm you with how-to’s on how to set up or tweak your Pinterest account for better business results: - Better visibility within Pinterest search results - Better engagement, repins and clicks with what you pin - Best practices for growing your followership
- NATALIE - So, first things first: What are the fundamentals of Pinterest that set it apart from other social channels - What value does Pinterest provide and what’s the mindset you should put yourself in? At the most basic level, Pinterest is about two things: 1 Discovering new things 2 Saving things you love for later
- NATALIE - On saving: Just like pinning to a corkboard in real-life, pinning lets you capture a bunch of different types of things from photos, to keepsakes, to scraps of ideas. Each thing, obviously, is a Pin but it being the digital wonderland that it is — each Pin links back to the source where it came from, whether that’s your blog, a publisher’s website or a product page NATALIE I think of Pinterest in two ways: 1 The first is the way the typical user uses Pinterest like a virtual corkboard 2 The second is the way content creators use the platform to distribute content
- NATALIE At the board level: - You could glance at someone’s board and immediately get a sense for the person behind it and the theme of the board. - This part is really important because it’s easy to think of Pinterest as a social network, but in reality, people are following and browsing other people’s curated collections and topics that interest them first and foremost — not just connecting to other people for the sake of being social - Pinterest is NOT a place to follow your best friend from high school or your cousins. People want to follow topics they’re interested in, created by people who share their taste or are experts in something At a basic level, you should think of boards as the topics you want to be a leader in — whether it’s adventure travel activities or travel photography or glamping — and create your profile with that in mind.
- JENN - Right. So that’s the saving structure and mentality of Pinners. - Discovery is what you get when you put together browsing and millions of these human-made boards. - Pinterest delivers a fundamentally different experience than the traditional online search and one which is much more natural to real life. - Online search is best at answering objective questions – where something’s located, what’s the weather, what’s the population – but search is less useful for answering subjective questions. This is what you get when you search for travel destinations…
- JENN Compared to THIS on Pinterest. Most obviously, this is more visual, but it’s more than just photos or imagery: It’s about coming across an object or an idea that hadn’t occurred to you before. On Pinterest, we’re trying to nudge people to discover things they couldn’t even put the words or a search query to. I’ve been to Turkey before, but I had no idea those Turkish hot springs existed. There’s not a lot of ways I could’ve explicitly searched for information about them until this Pin surfaced for me. So the questions folks are looking to answer on Pinterest have a matter of personal taste or opinion involved: Where should I spend my precious two weeks of US worker-bee vacation days? What would be a fun trip for my family? What’s a really exciting place to celebrate turning 30? These aren’t questions that have right or wrong answers. These are questions that usually another person, who’s kinda similar to you or knows something you don’t, might be able to help you out with. Of course, you all sitting in the audience are the ones who can provide those answers and be those leaders. NATALIE For content creators, these search term suggestions can help to frame the content you create
- NATALIE So beyond just all images or snapshots from vacation, remember Pins are online bookmarks that happen to be visual When Pinterest is compared to other social networking services, the reason why people pin vs. tweeting or posting is completely different: Facebook, Twitter, Instagram are frequently about discussing what’s already happened or what you’re up to in-the-moment On Pinterest, it’s not about what street food you’re eating and how beautiful it is, or how long the line at the stall is [#hangry] it’s about what you might want to do or ideas you hadn’t thought of – this board is filled with tips to make traveling easier the NEXT time they plan for something. Think of your content as more than just imagery: People are after ideas or actionable information
- JENN Now with those fundamentals in mind, it’s easier to understand virality on Pinterest and why Pins have evergreen lifespans: You should imagine your content living on someone’s board for a long time – it’s not just a quick snippet of information to be consumed and then forgotten - That person may refer back to it themselves OR Repinning spreads a pin to other boards and gives more and more life to a pin A pin about Tokyo’s must-try whisky bars could be pinned to an Asian food board, a whisky aficionado’s board and to a board that’s actually about a trip to Japan Each time it’s pinned, this content is more discoverable to more people who share those interests and the more traffic can come from it A repin literally re-exposes this piece of content to a different group of followers, similar to a retweet – except you can continue to get repins months and years down the road NATALIE Evergreen content has an enormous lifespan: example > chocolate coconut pie on Style at Home
- JENN
- JENN So – now you can start focusing on your Pinterest presence: How to optimize it for more discoverability and engagement
- NATALIE Starting with boards… Pinterest allows you the ability to really customize your boards so take advantage of that feature. By default, the board cover will be the first image you’ve pinned to that board. But once you’ve got a critical mass of content in there, you can manually select the best image you’d like to highlight. People who visit your profile page will scan through all your boards and those cover images will go a long way towards determining whether they decide to follow you or not.
- NATALIE Get specific with your boards
- NATALIE - Top-pinned travel destinations: - Paris - London - NYC - Iceland - Netherlands - Italy - Australia
- JENN Board titles and board descriptions matter also Put yourself in the mindset of a Pinner, someone who’s planning for the future or aspiring to something What are they searching for? “Travel” is so broad, “wanderlust” sounds lovely but isn’t very helpful And, since it’s such a common question: Hashtags don’t matter – at all. They won’t get your keywords any more love. Personal experience with optimizing board names/descriptions and pin descriptions -be specific, provide value
- NATALIE For pins: Keywords and pin descriptions matter as well Between these two pins, the one on the left performed better Instructive, actionable – give context! The best descriptions are positive, helping people imagine what they might do with the Pin while also providing extra information
- JENN Between these two pins, the one on the right was more successful Vertically-oriented Pins look better on mobile screens 75% of Pinterest usage is mobile
- JENN Finally, people often wonder if text on images is okay It is and it can work well too! Just make sure the text is easy to read on mobile screens and enhances the content Other factoids on prime pinning: Timing-wise: EST/PST evenings are best - It’s not the end of the world to repeat Pins
- JENN
- NATALIE Original + free content created specifically for Pinterest
- NATALIE I adapted this concept for my travel website
- NATALIE Examples of top performing pins on StyleAtHome.com with text
- NATALIE Rich Pins are the next level of Pins! They automatically pull in information from the content source if you prep your site with metatags and apply to get them on Pinterest Rich Pins rank higher in search – this is a powerful way to increase your search impressions and clicks They’re designed to help you and your brand stand out in the grid, with favicons and additional information
- JENN Place Pins is our feature designed specifically for travel planning Since November 2013, more than 1.5 million places are Pinned every day ranging from 24-hour getaways to summer vacations and bucket list destinations As a blogger or content creator, you can create the guides that people want to refer to and repin from You’re probably sitting on top of a wealth of content and knowledge – it’s totally okay to put that on Pinterest, even if it feels old Instead of updating a website and asking your technical team to help, you can build and update guides yourself on Pinterest.
- JENN
- JENN Beyond what you do, if anything on Pinterest, you can optimize your site for pinning. If you enable your audience to do the pinning for you – it’s going to be more impactful and have more scale than you, by yourself The most important thing is the Pin It button – hover Pin It buttons are performing better
- JENN EXAMPLE Travel Channel has 147.9K followers They tweet about Pinterest fairly regularly about new boards they’ve made; Travel Channel has done callouts asking what boards or content their audience would like to see/follow Not only bootstraps your content, but also gets engagement and builds a following early on
- NATALIE For both brands that I work on, we use our other platforms to highlight a Pin of the Day – it’s another great driver to your Pinterest account
- NATALIE Get creative as well. We’ve seen numerous travel companies put together interesting ways to promote their Pinterest accounts Four Seasons now has 47K followers on Pinterest They have the Pin It button on their website and online magazine, promote their Pinterest presence in email campaigns but to go even further They had a program where they’d encourage guests to create a board for where they were traveling to, then reach out to Four Seasons on social and then they’d put an online concierge on the case to recommend even more Pins Since it launched, they’d seen a 525% increase in followers to their main account More info: https://www.pinterest.com/fourseasons/pinpackgo/
- JENN Switching to a business account is free (reversible if you hate it) and doesn’t change anything about your Pinterest account You’ll get information like Top Pins by impressions, clicks and repins You’ll discover what types of folks are following and pinning from you, what devices they’re using and where they’re from What people are pinning from your website – what content there has been shared the most There are graphs of daily averages to start, but you can also use a date-picker to hone in on specific days or time periods All-time metrics: All-time most repinned things from your website Best in search: Content from your website that’s ranked most highly
- JENN You can also use group boards strategically to broaden your audience Work with people you trust and have followers you don’t Like all other online services, there’s an etiquette to Pinterest, which we will elaborate on
- JENN
- NATALIE Don’t repin everything from someone else’s boards If you repin a lot from someone, you should definitely follow them Don’t change the source URL to point to your own blog if the image isn’t yours Check the pin source – make sure it doesn’t link to spam
- JENN 5 Don’t just promote your own content 6 Add descriptions to your pins … people want to see information, no one wants to see just a dress with no buying information 7 Interact with people, leave comments and thank people for sharing your content 8 Don’t pin like a bandit once a week – you’ll be flooding people’s feeds- try to space it out and use schedulers if you need to, like Curalate – I will elaborate on this
- JENN PINTEREST SCHEDULERS FREE
- JENN PINTEREST SCHEDULERS MOBILE