How to make your destination pintastic! (Part 1)
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How to make your destination pintastic! (Part 1)

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Pinterest gets all the love these days as the latest and greatest social media channel. In this presentation, Anne Hornyak, (Senior Social Media Strategist at Sparkloft Media) and Stephanie Lynch......

Pinterest gets all the love these days as the latest and greatest social media channel. In this presentation, Anne Hornyak, (Senior Social Media Strategist at Sparkloft Media) and Stephanie Lynch (PR & Social Media Manager at Hoffman Lewis, the advertising agency of record for the Missouri Division of Tourism) team up to dig deeper in an intermediate to advanced course on Pinterest. Find out how destinations are using Pinterest, examine key insights on creating contests and content, discover measurement and analytics tools and gain perspective on how to create a comprehensive content plan. You won't want to miss Anne's recap on DMO usage of Pinterest or Stephanie's top list of vendors that make Pinterest more user-friendly. (This is Part 1 of the presentation.)

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  • Point out that this presentation is not for novice users of Pinterest.Point out the flack Pinterest gets—from Instagram.
  • 25-34 year olds, accounting for 27.4 percent of the user base. (Shareaholic)Users spend time on Pinterestwith an average of just fewer than 16 minutes on the site. (Shareaholic)
  • 25-34 year olds, accounting for 27.4 percent of the user base. (Shareaholic)30-64 count for 25%--new numbersPinterest users are in shopping mode.Users spend time on Pinterestwith an average of just fewer than 16 minutes on the site. (Shareaholic)
  • Whatever you do—don’t silo your efforts.
  • Remember to set realistic goals.
  • It’s easy to be too heavy in pinning earned media or too heavy in pinning owned media.Finding conversions—heads in beds—is probably unrealistic for destinations that can’t pay for an effectiveness study. So, can you look for ways to track “weaker conversions?” If you are a small market CVB, can you use Pinterest to increase your volunteer base? Can you use Pinterest to increase field trip volume to specific attractions? Can you use Pinterest to increase traffic to a visitors center?
  • Patch columnist Kristi Gilbert , who invited CBS correspondent Lee Woodruff and some friends over for a "Pinterest Party" on March 24, 2012.
  • Patch columnist Kristi Gilbert , who invited CBS correspondent Lee Woodruff and some friends over for a "Pinterest Party" on March 24, 2012.

Transcript

  • 1. How to make your destination pintastic!Anne Hornyak Stephanie LynchSenior Strategist PR and Social Media ManagerSparkloft Media Hoffman | Lewis@WhosYourAnnie @theslynchPinterest.com/annehornyak Pinterest.com/theslynch
  • 2. Stephanie LynchPR and Social Media ManagerHoffman | Lewis@theslynchPinterest.com/theslynchhttp://thetravelvan.com
  • 3. Why is Pinterest awesome?• Third most-popular social network in the U.S., behind Facebook and Twitter, in terms of total visits. (Experian Hitwise)• Users come from the Midwest! Missouri ranks as the top state in terms of total user visits. (Experian Hitwise)• Pinterest drives referral traffic, more than YouTube, Google+ and LinkedIn combined. (Shareaholic)
  • 4. Why is Pinterest awesome?• Pinterest users have a proclivity for travel content related specifically to transactions. (comScore)
  • 5. What to do with content…Ask yourself these questions:• What is the goal?• Who is the target audience?• Can it be integrated with existing marketing efforts?• Can it be measured?• What is the brand?
  • 6. What to do with content… Paid Media Owned Media Integrated Media Earned Media
  • 7. What to do with content…Decide. Do you want to focus your efforts on EARNED, OWNED or PAID?
  • 8. What to do with content… Paid Media Owned Media Integrated Media Pinterest pin or repin (from???? your online assets) Earned Media Pinterest pin or repin (not from your online assets) Pinterest follow, comment or like
  • 9. Paid Media?
  • 10. Content planning? Website Facebook Instagram E-blast Print Ads PinterestJUNE Summer Family Vacation Family Vacation Road Trip Summer Road Trip campaign Games campaign GamesJULY Summer Road Trip Road Trips Outdoor Fun Summer Recipes campaign Games campaign (repurpose content from June Pinterest/ promote Instagram)AUGUST Summer Staycation Staycation Recipes Summer Staycation campaign (repurpose (repurpose campaign content from content from Instagram & July Pinterest) Pinterest)
  • 11. What IS Pinterest?• Demographics of Pinterest users: –68% of users are women –80% are 25+ –50% have children –28% have a household income of $100K+
  • 12. AnalyticsSimple stats to track:• In-channel stats• Pins from OWNED mediaIntegrated media stats to track:• Website referrals• Email marketing• Clicks• Paid ad impressions• ReachCan you find the conversions?
  • 13. AnalyticsHow do 3rd party vendors stack up?PinReach Reachli Curalate(PR Pro) (Community Manager) (Data Analyzer)Scores your Pinterest channel Tracks clicks Download data into Excelwith a proprietary score cardnumberTracks all general Pinterest stats Bookmarklet Allows you to sort the dataTracks trends Tracks each pin Provides impressionsProvides data on most popular Schedules pins (coming soon) Provides interactions forpinners each boardDoes not track clicks Suggests popular pins and Does not track clicks pinners Does not track existing pins Paid service Does not track comments Unable to click “likes” to see all liked pins, etc.
  • 14. Contests…
  • 15. Pinspiration… Meet Kristi!
  • 16. Pinspiration… • Pinterest parties • Pinterest spoof blogs • Longform pins • Graphic text