Pinning Principles for AMA Phoenix
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Pinning Principles for AMA Phoenix

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Jenna Rutschman and Elise Redlin of Terralever delivered a Pinning Principles presentation to the AMA Phoenix Interactive Special Interest Group of March 9, 2013.

Jenna Rutschman and Elise Redlin of Terralever delivered a Pinning Principles presentation to the AMA Phoenix Interactive Special Interest Group of March 9, 2013.

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Pinning Principles for AMA Phoenix Pinning Principles for AMA Phoenix Presentation Transcript

  • MAY / 09 / 2013Pinning PrinciplesPresented by:Jenna Rutschman and Elise Redlin to AMAPinterest One Year LaterFriday, May 10, 13
  • Agenda 01 What we are Talking About Today02 Social Media Landscape03 Pinterest Overview & Tips04 Pinterest Personal VS Business05 Case Studies06 Analytics07 QuestionsFriday, May 10, 13
  • Agenda 01 What we are Talking About Today02 Social Media Landscape03 Pinterest Overview & Tips04 Pinterest Personal VS Business05 Case Studies06 Analytics07 QuestionsFriday, May 10, 13
  • Overview for TodayDescriptionTips for using Pinterest for your business. Pinterest is one of the fastest growingsocial media sites ever, and it has become a huge source of referral traffic formany businesses. An increasing number of companies are leveraging the platformto reach a new audience, increase visits to their site and to generate leads orretail sales.Key Takeaways:• Identifying if you have the right product or service to use Pinterest for your business• How to crete your plan to leverage Pinterest• Tips for better pinning• How to use Pinterest Analytics to evaluate your resultsFriday, May 10, 13
  • Agenda 01 What we are Talking About Today02 Social Media Landscape03 Pinterest Overview & Tips04 Pinterest Personal VS Business05 Case Studies06 Analytics07 QuestionsFriday, May 10, 13
  • • How to you find your way in the everchanging and growing socialSocial Media Landscape | Setting the StageFriday, May 10, 13
  • 0 30 60 90Percentage of B2B Marketers Who UseVarious Social Media Sites to Distribute Content2011 2012Source: 2013 Content Marketing Institute/MarketingProfsSocial Media Landscape | Overview B2BFriday, May 10, 13
  • 0 30 60 90Percentage of B2C Marketers Who UseVarious Social Media Sites to Distribute Content2012Source: 2013 Content Marketing Institute/MarketingProfsSocial Media Landscape | Overview B2CFriday, May 10, 13
  • 9• Determine goals for each platform• Ensure each stakeholder agrees ongoals• Set timeline to achieve goals• Set benchmarks to measure goalsagainst• Set reporting guidelines• Determine available (and willing)resources• Set target audiences and personas• Develop brand voice guidelines• Create and curate contentSocial Media Landscape | Overview GoalsFriday, May 10, 13
  • 10Identifying your target audience is thefoundation for any business’ sales andmarketing plan• You can’t afford to target everyone• Focus on a specific market that is morelikely to buy from you• Look for common interests and behaviors• What problem are they trying to solve• Who are your competitors targeting• Define demographics and psychographics• Determine the right channels and marketingmessages that will resonate with them• Content efforts will be fundamentallyflawed if you do not pinpoint the audienceyou are producing content forPenetratedTargetedQualifiedAvailablePotentialTotal PopulationSocial Media Landscape | Understand Your AudienceFriday, May 10, 13
  • Agenda 01 What we are Talking About Today02 Social Media Landscape03 Pinterest Overview & Tips04 Pinterest Personal VS Business05 Case Studies06 Analytics07 QuestionsFriday, May 10, 13
  • Pinterest | OverviewPinterest is a tool for collecting and organizing things you love.• Make a wishlist• Plan a trip• Organize an event• Start a collection• Plan a project• Since launching in 2010 Pinterest has jumped to 30 million uniquemonthly users (comScore)• 81% of U.S. online consumers trust information and advicefrom Pinterest (BlogHer)• Pinterest hit 10 million U.S. unique visitors faster than anyindependent site in history (Wishpond)• Pinterest shoppers are spending significantly more percheckout averaging between $140-$180 per order, (RichRelevance)• Pinterest’s share of referrals is highest in home furnishings,accounting for up to 60 percent of all social traffic. (RichRelevance)Friday, May 10, 13
  • Pinterest | OverviewUnderstanding the categorical breakdown of browsers vs purchasersTop 10 Categories for Browsing• Home, Garden & Pool/Spa• Clothing & Apparel• Art, Art Supplies & Hobbies• Flowers, Food, Drink & gifts• Health & Beauty• Jewelry, Handbags & Accessories• Travel & Travel Accessories• Footwear• Entertainment• Toys & GamesTop 10 Categories for Purchasing• Clothing & Apparel• Jewelry, Handbags & Accessories• Art, Art Supplies & Hobbies• Home, Garden & Pool/Spa• Health & Beauty• Footwear• Flowers, Food, Drink & Gifts• Baby Gear• Entertainment• Sporting GoodsSource: Bizrate Insights Image Sharing and Shopping Series March 2012Friday, May 10, 13
  • Pinterest | Brands on PinterestA few brands who are “owning” their Pinterest planning and utilizing the sitewith vengeance and creativityFriday, May 10, 13
  • Pinterest | PlanningBefore you start a Pinterest Account Consider:• What do pinners care about?• How can you use your website analytics to help determine whatyour audience is interested in?• Who is your audience?• How to you want to inspire or help them?• Is your topic visual?• Is your topic specific?Whole Foods board “How Does Your Garden Grow”L.L.Bean board “Outdoor Fun”Friday, May 10, 13
  • Pinterest | Pinning• Direct from eCommerce• Pin directly from your eCommerce site• Inspirational and Useful• Pin inspirational images and products that have focus and relevance to your brand message• Think about the message behind the pin, is it interesting, useful or inspirational for your usersall while relating to your brand?• Description• Include rich descriptions along with your pins utilizing common keywords• Descriptions matter within the Pinterest algorithm, users are often using the platform to find(search) new content and products• Pin Now Read Later• Remember much of the Pinterest content will be used later• Keep this in mind with call-to-actions and the “lifespan” a pin will haveFriday, May 10, 13
  • Agenda 01 What we are Talking About Today02 Social Media Landscape03 Pinterest Overview & Tips04 Pinterest Personal VS Business05 Case Studies06 Analytics07 QuestionsFriday, May 10, 13
  • “Wait, this looks JUST like my personal account?”Pinterest | Business AccountsFriday, May 10, 13
  • Pinterest | BusinessResources on Pinterest.business.com:• Business-Specific Terms of Service• Case Studies• What Works• Buttons & Widgets• AnalyticsFriday, May 10, 13
  • Pinterest | Personal to BusinessHow to Convert from Personal toBusiness• Step One• Go to business.pinterest.com andclick “convert your existing account.”• Step Two• Basic Info (select business type,contact name, email)• Step Three• Profile Info (business name,username, about, website)• Step Four• Agree (terms of service)Friday, May 10, 13
  • Pinterest | Verify Your WebsiteShow Pinners They Can Trust You• Step One• Edit Profile (use the pencil in the rightcorner of your name box ORSettings)• Step Two• Enter Web address & click “verify”• Step Three• Follow instructions- HTML File orMETA tagFriday, May 10, 13
  • Agenda 01 What we are Talking About Today02 Social Media Landscape03 Pinterest Overview & Tips04 Pinterest Personal VS Business05 Case Studies06 Analytics07 QuestionsFriday, May 10, 13
  • Pinterest | Case StudiesHelpful & Active• Boards contain WholeFoods content as well ascategory related content• They are active• Follow back participants• Recipes, tutorials, design,recycling are all topics• 54 Boards• 121,384 FollowersFriday, May 10, 13
  • Pinterest | Case StudiesInspirational & On Brand• L.L. Bean is over 100 years old• On point with brand• L.L. Bean states they are notpromoting or tracking Pinterestas a “selling channel”• Internal metrics show thatpinners do spend more pertransaction• Contests NOT Promotions• 24 Boards• 5,756,497 FollowersFriday, May 10, 13
  • Pinterest | Case StudiesDrive Traffic & Exposure• AMC Giveaways Board• Visual pins direct users toappropriate contest landingpages• LP’s gather user data includinginformation and preferences• 32 Boards• 5,052 FollowersFriday, May 10, 13
  • Pinterest | Case StudiesUnexpected Success• Mom & Daughter• 1 image on Pinterest =10,000 visitors in 1 month• Now they average120,000 page views permonth• 24 Boards• 1,890 FollowersFriday, May 10, 13
  • Agenda 01 What we are Talking About Today02 Social Media Landscape03 Pinterest Overview & Tips04 Pinterest Personal VS Business05 Case Studies06 Analytics07 QuestionsFriday, May 10, 13
  • Pinterest AnalyticsSee what people are pinningPinterest | AnalyticsFriday, May 10, 13
  • Check out: pinterest.com/source/yourwebsite.comPinterest AnalyticsSee what people are pinningPinterest | AnalyticsFriday, May 10, 13
  • • Repinly-- discover what your followers love• Pingraphy- schedule your pins ( $12 a mo.)Other Analytics ToolsPinterest | AnalyticsFriday, May 10, 13
  • #1 Pinterest MistakePinterest | AnalyticsFriday, May 10, 13
  • Agenda 01 What we are Talking About Today02 Social Media Landscape03 Pinterest Overview & Tips04 Pinterest Personal VS Business05 Case Studies06 Analytics07 QuestionsFriday, May 10, 13
  • Questions?Friday, May 10, 13
  • Jenna RutschmanAccount Strategistjennar@Terralever.com480.334.7001Thank YouElise RedlinMarketing DirectorEliser@Terralever.com480.371.3206Friday, May 10, 13