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Alexandra Tursi Mayo Clinic Social Media Summit 2013 Presentation on Pinterest

Alexandra Tursi Mayo Clinic Social Media Summit 2013 Presentation on Pinterest



A presentation given at the 2013 Mayo Clinic Social Media Summit. Topic is Pinterest: A Powerful Tool for Sharing Wellness Information

A presentation given at the 2013 Mayo Clinic Social Media Summit. Topic is Pinterest: A Powerful Tool for Sharing Wellness Information



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  • Visual bookmarking built on source pages, which means your web content may be pinned, linking users back to your website.Delicious – but VISUALLY BASED!
  • FOR EXAMPLE:In the near future, we’ll launch the first board managed by HHS’s Digital Communications Division. The board will feature content from FoodSafety.gov. We will showcase tips on food preparation and how to prevent food from spoiling during and after storms or natural disasters.
  • How to embed a Pinterest board on your website: http://blog.hubspot.com/how-to-embed-pinterest-boards-on-your-website-quick-tip Importance of cross-promotion
  • Calling attention to the plight of children in Third World countries, Weapon 7 has created a Pinterest board for UNICEF that highlights the items the world's poorest children around the world need. The Pinterest board was created using the profile of Ami Musa, a real 13-year-old girl living in Sierra Leone but the focus of the effort is to call attention to children like Ami all over the globe.All of the pins lead to a UNICEF site on which people can make donations towards helping these children.
  • Two reasons: The audience and the virality factor. The primary users of Pinterest are women, ages 25-45 – for most health care organizations this is a primary target audience. Here’s your opportunity to talk and share with them. The primary user behavior on Pinterest is “repinning.” In fact, 80 percent of pins are repins; that is, most of the content shared on Pinterest is curated versus created content – it is simply the individual browsing through their Pinterest feed and “repinning” or “liking” the content they want to collect for themselves.
  • #1 Pinterest Board
  • #2 Pinterest board
  • #3 Pinterest Board

Alexandra Tursi Mayo Clinic Social Media Summit 2013 Presentation on Pinterest Alexandra Tursi Mayo Clinic Social Media Summit 2013 Presentation on Pinterest Presentation Transcript

  • Pinterest: A Powerful Tool to Share Wellness Information Alexandra Tursi, Social Media Strategist, Fletcher Allen Health Care FletcherAllen.org
  • About Fletcher Allen Health Care Fletcher Allen is committed to being a national model for the delivery of high-quality academic health care for a rural region. Our mission is to improve the health of the people in the communities we serve by integrating patient care, education and research in a caring environment. 
 Through a vital partnership, Fletcher Allen, the University of Vermont College of Medicine and the College of Nursing and Health Sciences form Vermont’s university medical center – one of just 131 such centers in the country. Together, these institutions improve our region’s quality of life with innovations in medicine and health care that arise from new knowledge and discovery. 
 As a regional referral center, Fletcher Allen provides advanced-level care to a population of one million people throughout Vermont and northern New York. Our medical center extends beyond our four main campuses to include more than 30 patient care sites and 100 outreach clinics, programs and services throughout the region. 3 FletcherAllen.org
  • How would you like to connect with health decision-makers and nutritional gatekeepers? FletcherAllen.org
  • How would you like to have your brand photo shared by and with thousands of people? FletcherAllen.org
  • How would you like to get 90,000 web visitors… from just one photo? FletcherAllen.org
  • Even kale can go viral on Pinterest 8 FletcherAllen.org
  • A Viral Pin’s Family Tree 1 pin reaches 1.5 million users 9 FletcherAllen.org
  • But, first things first FletcherAllen.org
  • What is Pinterest? 11 FletcherAllen.org
  • FletcherAllen.org
  • FletcherAllen.org
  • Where you go to discover new things and collect stuff you like. FletcherAllen.org
  • More specifically Pinterest is a pinboard-style photo and video sharing website that allows users to create and manage themebased image collections such as events, interests, and hobbies. It’s a social network in that users can also browse other pinboards for images, “repin” images to their own pinboards, or “like” photos or videos pinned by other users. 15 FletcherAllen.org
  • Then… 16 FletcherAllen.org
  • …and now. 17 FletcherAllen.org
  • See. Like. Pin.  See something you like online  Hit the “Pin It” button  Choose a board  Share with the world  Note: You can also upload a pin, or “repin” user pins to your boards 18 FletcherAllen.org
  • By the Numbers 70 million registered users 15% of online adults use Pinterest 19% of online women use Pinterest 82.5 billion monthly pageviews FletcherAllen.org
  • Who’s Pinning        Women (80% of Pinterest users are female) White 25-34 years old 50% have children Rural and suburban Some level of college education or higher Middle to higher household income 20 FletcherAllen.org
  • FletcherAllen.org
  • What Users Pin 57% interact with food-related content 22 FletcherAllen.org
  • What Users Pin 23 FletcherAllen.org
  • When Users Pin  Weekends  Weekdays • 2-4pm  Weeknights • 8pm-1am 24 FletcherAllen.org
  • How Users Pin  Curators, not creators  80% of pins are re-pins, browsing  Pin to Win, Pinterest parties, #Pintermission 25 FletcherAllen.org
  • The opportunity for health care organizations FletcherAllen.org
  • Be the expert source 27 FletcherAllen.org
  • Fletcher Allen on Pinterest 28 FletcherAllen.org
  • Health on Pinterest            Boston Children’s Hospital Brigham & Women’s Centers for Disease Control Cleveland Clinic Dartmouth-Hitchcock Geisinger Massachusetts General Mayo Clinic UCLA Medical Center University Hospitals Cleveland University of Michigan Health System 29 FletcherAllen.org
  • How to create “pinteresting” content FletcherAllen.org
  • Tutorials #PinToWin: Images that link to a tutorial generate more site traffic. 31 FletcherAllen.org
  • Tips and Advice #Pinfluencer: Amass a following by providing expertise and resources to your community. 32 FletcherAllen.org
  • Inspiring or funny quotes #PinTip: Find a quote that sums up organizational mottos or beliefs, or brand-appropriate quotes that make you laugh. 33 FletcherAllen.org
  • Deadline-oriented results #PinStat: The pin on the left generated 1,249 re-pins and 111 likes! 34 FletcherAllen.org
  • Resource libraries #PinsAsBookmarks: Inspire pinners to save resources for future use. Offer a link that promises a collection of information. A great way to attract site traffic! 35 FletcherAllen.org
  • Photo-heavy infographics #Pinfographic: Infographics are big. Shorter, photo-heavy infographics tend to attract more attention. 36 FletcherAllen.org
  • Must share photos #APinWorthAThousandWords: Those images that cause a knee-jerk reaction within us, make us smile, make us laugh, make us sigh. 37 FletcherAllen.org
  • #BestoftheRest  Tall images get re-pinned more. The 2:3 aspect ratio works best.  Reddish-orange images get 2x the repins as blueish images.  Brand images without faces get 23% more repins than those with faces.  Photos with medium lightness are repinned 20x more than very dark images. 38 FletcherAllen.org
  • Don’t be wordy! #PinStudy: A study of 11,000 pins found that the most repinned and commented on items had descriptions ranging from 200-310 words. 39 FletcherAllen.org
  • How You Can Get Started FletcherAllen.org
  • Ask yourself: Why do we want to be on Pinterest? Who do we want to reach? What do we have to share? What resources do we have? FletcherAllen.org
  • Pinterest Basics 42 FletcherAllen.org
  • Setting up shop  Create account  Verify your website  Add the “Pin It” button to your website 43 FletcherAllen.org
  • Setting up shop  Keyword optimize your “About” section  Include links back to your website 44 FletcherAllen.org
  • Pinterest analytics 45 FletcherAllen.org
  • Rich pins  Allow users to act on the pin  Now only exist for articles, products, recipes, movies  You will need to prep your website with meta tags, test out rich pins and apply to get them on Pinterest 46 FletcherAllen.org
  • Know the law  Licensing and copyright.  Brands have been burned.  Do the right thing: Make sure you have permission to repin content • • • • • Check Terms & Conditions of websites from which you pin Ensure that content will not expire Ensure that content is not subscription-based Images: model releases for people featured in images Branded images: Does stock house allow for social media sharing and/or derivative work (e.g., placing your brand logo over a stock image). • Quotes: Do you have the right to use the quotation? • User-generated content: Ask for permission. 47 FletcherAllen.org
  • Disrupting the Pinterest Paradigm FletcherAllen.org
  • UNICEF http://www.youtube.com/watch?v=Vq7Hz9YpDeA 49 FletcherAllen.org
  • In summary      #1: Make Pinterest part of your social media program. #2: Know the audience – and its behaviors. #3: Strategically link to brand content. #4: Appreciate aesthetic appeal. #5: Know the law! 50 FletcherAllen.org
  • Q&A FletcherAllen.org
  • Stay connected Alexandra Tursi    Email: alexandra.tursi@vtmednet.org Twitter: @tursita LinkedIn: http://www.linkedin.com/in/alexandratursi 52 FletcherAllen.org