Pinning Principles for AMA Phoenix

MAY / 09 / 2013
Pinning Principles
Presented by:
Jenna Rutschman and Elise Redlin to AMA
Pinterest One Year Later
Friday, May 10, 13

Agenda 01 What we are Talking About Today
02 Social Media Landscape
03 Pinterest Overview & Tips
04 Pinterest Personal VS Business
05 Case Studies
06 Analytics
07 Questions
Friday, May 10, 13

Overview for Today
Description
Tips for using Pinterest for your business. Pinterest is one of the fastest growing
social media sites ever, and it has become a huge source of referral traﬃc for
many businesses. An increasing number of companies are leveraging the platform
to reach a new audience, increase visits to their site and to generate leads or
retail 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 results
Friday, May 10, 13

• How to you ﬁnd your way in the ever
changing and growing social
Social Media Landscape | Setting the Stage
Friday, May 10, 13

0 30 60 90
Percentage of B2B Marketers Who UseVarious Social Media Sites to Distribute Content
2011 2012
Source: 2013 Content Marketing Institute/MarketingProfs
Social Media Landscape | Overview B2B
Friday, May 10, 13

0 30 60 90
Percentage of B2C Marketers Who UseVarious Social Media Sites to Distribute Content
2012
Source: 2013 Content Marketing Institute/MarketingProfs
Social Media Landscape | Overview B2C
Friday, May 10, 13

9
• Determine goals for each platform
• Ensure each stakeholder agrees on
goals
• Set timeline to achieve goals
• Set benchmarks to measure goals
against
• Set reporting guidelines
• Determine available (and willing)
resources
• Set target audiences and personas
• Develop brand voice guidelines
• Create and curate content
Social Media Landscape | Overview Goals
Friday, May 10, 13

10
Identifying your target audience is the
foundation for any business’ sales and
marketing plan
• You can’t afford to target everyone
• Focus on a specific market that is more
likely 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 marketing
messages that will resonate with them
• Content efforts will be fundamentally
flawed if you do not pinpoint the audience
you are producing content for
Penetrated
Targeted
Qualified
Available
Potential
Total Population
Social Media Landscape | Understand Your Audience
Friday, May 10, 13

Pinterest | Overview
Pinterest 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 unique
monthly users (comScore)
• 81% of U.S. online consumers trust information and advice
from Pinterest (BlogHer)
• Pinterest hit 10 million U.S. unique visitors faster than any
independent site in history (Wishpond)
• Pinterest shoppers are spending signiﬁcantly more per
checkout averaging between $140-$180 per order, (Rich
Relevance)
• Pinterest’s share of referrals is highest in home furnishings,
accounting for up to 60 percent of all social traﬃc. (Rich
Relevance)
Friday, May 10, 13

Pinterest | Overview
Understanding the categorical breakdown of browsers vs purchasers
Top 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 & Games
Top 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 Goods
Source: Bizrate Insights Image Sharing and Shopping Series March 2012
Friday, May 10, 13

Pinterest | Brands on Pinterest
A few brands who are “owning” their Pinterest planning and utilizing the site
with vengeance and creativity
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Pinterest | Planning
Before you start a Pinterest Account Consider:
• What do pinners care about?
• How can you use your website analytics to help determine what
your 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 users
all 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 have
Friday, May 10, 13

“Wait, this looks JUST like my personal account?”
Pinterest | Business Accounts
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Pinterest | Business
Resources on Pinterest.business.com:
• Business-Speciﬁc Terms of Service
• Case Studies
• What Works
• Buttons & Widgets
• Analytics
Friday, May 10, 13

Pinterest | Personal to Business
How to Convert from Personal to
Business
• Step One
• Go to business.pinterest.com and
click “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 Website
Show Pinners They Can Trust You
• Step One
• Edit Proﬁle (use the pencil in the right
corner of your name box OR
Settings)
• Step Two
• Enter Web address & click “verify”
• Step Three
• Follow instructions- HTML File or
META tag
Friday, May 10, 13

Pinterest | Case Studies
Helpful & Active
• Boards contain Whole
Foods content as well as
category related content
• They are active
• Follow back participants
• Recipes, tutorials, design,
recycling are all topics
• 54 Boards
• 121,384 Followers
Friday, May 10, 13

Inspirational & On Brand
• L.L. Bean is over 100 years old
• On point with brand
• L.L. Bean states they are not
promoting or tracking Pinterest
as a “selling channel”
• Internal metrics show that
pinners do spend more per
transaction
• Contests NOT Promotions
• 24 Boards
• 5,756,497 Followers
Friday, May 10, 13

Drive Traﬃc & Exposure
• AMC Giveaways Board
• Visual pins direct users to
appropriate contest landing
pages
• LP’s gather user data including
information and preferences
• 32 Boards
• 5,052 Followers
Friday, May 10, 13

Unexpected Success
• Mom & Daughter
• 1 image on Pinterest =
10,000 visitors in 1 month
• Now they average
120,000 page views per
month
• 24 Boards
• 1,890 Followers
Friday, May 10, 13

Pinterest Analytics
See what people are pinning
Pinterest | Analytics
Friday, May 10, 13

Check out: pinterest.com/source/yourwebsite.com
Pinterest Analytics
See what people are pinning
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• Repinly-- discover what your followers love
• Pingraphy- schedule your pins ( $12 a mo.)
Other Analytics Tools
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#1 Pinterest Mistake
Friday, May 10, 13

Jenna Rutschman
Account Strategist
jennar@Terralever.com
480.334.7001
Thank You
Elise Redlin
Marketing Director
Eliser@Terralever.com
480.371.3206
Friday, May 10, 13

Pinning Principles for AMA Phoenix

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