Transcript of "Making Pinterest Matter for Marketers"
Pinterest made a speedy, impactful entrance to the world of social media. Initially a haven for mommy
bloggers and home decor fanatics, the site quickly became a huge traffic driver for websites where pins
originated. According to TechCrunch, Pinterest is now the 4th largest traffic driver worldwide beating out
Yahoo, Bing, and Twitter. As sales numbers reflected the referral traffic increase, people began to notice that
Pinterest is not only a fantastic way to make your stomach growl in 2 minutes flat but also a site that benefits
business in a major way. But the question of how to get the most out of Pinterest remains.
Before companies can utilize Pinterest to their benefit, it’s important to understand the platform, technique,
and etiquette. Pinterest is a visual-based social media platform. Two parts to this description are important
to remember: visual and social. Visually stimulating content will always fare better and being social with
Pinterest is one sure way to help grow your following.
5 “Musts” for Pinterest Pins
• Always include a description of the image since descriptions are searchable by Pinterest
• Link your boards to the categories they are associated with. Boards are customizable, categories are
not. They are created by Pinterest and help to distinguish pins from one another
• Pin to the correct board, people search by board
• Add the URL to an item in the description box. Pinterest automatically bolds URLs
• Add price in the description and Pinterest will mark the Pin on the top right hand corner with the price
Let’s take a look at Pinterest’s bread and butter - the pins. Pins are important because they allow users to add
original content to the site daily. Without pins, there would be no boards, no likes, and no repins for users to
search for. New and original content keep people coming back to the site and, in this case, allows users to
repin the original content and grow their boards. With Pinterest’s “Pin It” bookmark anyone with an account
can add content to Pinterest from websites across the internet. During season changes, the site explodes
with new styles, seasonal dinner recipes, and the newest must have items. Once the original pin is added,
repins begin to follow.
Making Pinterest Matter For Marketers
Twitter AccountPublishTwitter AccountPinterest
Download the “Pin it”
button from Pinterest to
add your own content to
Mention your company’s
name in every description
to capture mentions
Pinterest first launched as
an invite-only platform in
Repins are an exact copy of the original pin and don’t require a bookmark download to add the image
to a board. Repins add the perfect amount of gamification to a site that otherwise mimics an old school
corkboard. Users that post original content rely on repins to grow their following and influence on the
site. Since over 80% of Pinterest is made up of repins, brands should be using this information as a way to
estimate sales, inventory, and current and future trends. While the original pinner might be your biggest
brand ambassador, the repinners are your potential customers and can help to expand your reach on
Pinterest. But how can a company leverage this information and make it useful to the brand when pins
(especially repins) can be overwhelming and tricky to compute as the same image can flood a stream.
How to reach us
Currently, Pinterest struggles to quantify pins, provide pin history, and offer more details to its popular
pinboard design. For brands trying to gain a greater understanding of their mentions on Pinterest, this can be
a laborious and tedious task. Until now, there has been no way easy way to surface mentions about a brand,
product, or keyword on Pinterest. Without this information it can be difficult to know the impact your brand,
product, or keywords have on the site. Viralheat recognized the lack of analytics associated with Pinterest
mentions and added this capability to its social media monitoring and analytics tool.
The Pinterest Analytics feature focuses on keywords entered into Viralheat profiles and identifies all mentions
matching the keywords. These keywords can be associated with products, brands, descriptive words, or
a combination of all three. Profiles have the capability to pull mentions from across the web including
Facebook, Twitter, video, web, and now Pinterest. Pins are pulled based on image title, link, description, title,
or board then sorted by most recent time. Similar to the way a company monitors Facebook and Twitter
mentions by time, arranging Pins by the most recently pinned allows for easier monitoring and engagement
at the time of the pin. Viralheat also pulls analytics for pins - clearly defined metrics such as total pin
mentions, influencers, and original pins are put into an easily understood dashboard.
As with most things in life, if you can measure it, you can manage it. And if you are able to do both, it’s really
high time to understand it. The ability to surface mentions and gather data relating to Pinterest pins, boards,
and repins will finally enable brands to take actionable measures to get the most out of Pinterest.
Viralheat is the social media management and intelligence company that makes it easy for you to manage
social and put it to work for your business. Trusted by more than 10,000 brands, Viralheat combines social
media management and intelligence in a single platform encompassing account management, monitoring,
engagement, and analytics. With its comprehensive platform and flexible pricing, Viralheat easily scales as
your social programs and business needs evolve.
Pinterest no longer requires
an invitation to join. Sign
up with your Facebook or
Use Pinterest Analytics to
identify key influencers by
impact and volume.