“Pin It”: How Two Little Words Are Changing the Social Landscape | Triangle AMA May 2012


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May 2012 Triangle AMA Meeting | “Pin It”: How Two Little Words Are Changing the Social Landscape
Presentation by Michael Bepko @bepkoboy, Whole Foods

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  • Prior to hearing about this luncheon, how many of you were familiar with Pinterest and its importance in the digital social space?
  • How many of you consider yourselves active users? (meaning you log into the site several times a week) …now keep your hands raised if you currently manage a branded account for a business or organization!
  • So for those of you that aren’t entirely familiar with Pinterest, let’s go over the basics of how the platform works and what’s expected from users.
  • Explain what the 5 types of engagement mean… how they translate on other networks.
  • This is why we actually joined Pinterest
  • Add that NEVER has it been so easy to see what fans/followers/community members are interested in…
  • Upload or pin your own images now & then.After you upload/pin an image, edit the pin to add a link.Add a short caption using major keywords.Create a variety of boards and make sure the names are keyword heavy.Research Pinterest to see what catches your eye and compels you to engage.Add the ‘Follow’ button and ‘Pin It’ button to your website!!Be yourself… express the personality of your brand.
  • Be sure to add the data source… pose the question: Can you find a way to connect your brand or organization to any of these categories? If so, you might considering formulating a strategy
  • Be sure to add the data source… post the question: Do you have images on your website (or can you create some) that are likely to be pinned onto boards that represent these 10 themes? If not, can you create visual content that is somewhat relevant?
  • “Pin It”: How Two Little Words Are Changing the Social Landscape | Triangle AMA May 2012

    1. 1. How Two Little Words are Changing the Social Landscape
    2. 2. Are you familiar with Pinterest?
    3. 3. Do you have a personal Pinterest account?
    4. 4. Let‟s get tactical!Pinterest Basics
    5. 5. What is Pinterest? It‟s a social network that allows you to build connections with other users around similarinterests by sharing images and photos from the web that resonate with you.
    6. 6. How does Pinterest work?You create online pinboards (like a bulletin board) for various categories that aremeaningful to you, and you “pin” images or photos to it.
    7. 7. What does engagement look like?• Follow an account• Follow a board• „Like‟ an image or photo• Comment on an image or photo• Repin an image or photo
    8. 8. Michael Aaron Bepko• @WholeFoods• @Bepkoboy
    9. 9. Chéz Bepko
    11. 11. Passionate people across America who are taking food production into their own hands.
    12. 12. Learn easy, creative ideas on repurposing the unexpected for your modern lifestyle.
    13. 13. Join host Emma Green as she eats, drinks and dances her way through festivals that celebrate and preserve international cultures far from home.
    14. 14. How does your garden grow?
    15. 15. How Does YourGardenGrow?
    16. 16. How Does YourGardenGrow?
    17. 17. We‟reUsed toReusing!
    18. 18. We‟reUsed toReusing!
    19. 19. We‟reUsed toReusing!
    20. 20. EdibleCelebrations!
    21. 21. EdibleCelebrations!
    22. 22. Super HOT Kitchens!
    23. 23. Super HOT Kitchens!
    24. 24. O Create connections/engage with others through sharing images that represent our interests and passions.O Create depth and personality to your brand… depicting the essence of WHO you are, WHAT you do every day and WHY you do it.O Insight to wants and needs of a particular segment of online community… allowing for creation/sharing of more meaningful content.
    26. 26. 100 „likes‟ – 2 comments – 602 repins
    27. 27. Visitors by Referral Source facebook pinterest twitter 112,254 95,996 91,11246,013 50,644 41,025 35,148 14,706 30,203 908 29,101 May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr 2011 2012
    28. 28. O Pinterest is a MAJOR player in the traffic referral business.O Pinterest now drives more traffic than LinkedIn, Google+, Reddit and YouTube. (searchenginewatch.com)O Consider customizing/optimizing visual content for your digital spaces. Brands need to start thinking of ways to capitalize on this fast-growing community.
    29. 29. STORYTELLING
    30. 30. Alleviate poverty throughmicrocredit in communities worldwide that supplyWhole Foods Market with products.
    31. 31. O Visual storytelling is becoming essential to developing a strong online brand identity.O Curation allows for storytelling that can be difficult through traditional marketing tactics.O Insightful look into your target audience and what resonates with them.O Consider Facebook‟s change to visual- heavy Timeline and the rise in popularity of Instagram. (FB acquisition)
    32. 32. Optimize Your Pinterest Efforts O Upload/pin your own images now & then. O After you upload/pin an image, edit the pin to add a link. O Add a short caption using searchable keywords. O Create variety of boards with names that are keyword heavy. O Research to see what catches your eye and compels you to engage. O Add the „Follow‟ and „Pin It‟ button to your website!! O Be yourself… express your personality and your brand.
    33. 33. Top 10 Categories on Pinterest1. Home (17.2%)2. Arts & Crafts (12.4%)3. Style/Fashion (11.7%)4. Food (10.5%)5. Inspiration/Education (9.0%)6. Holidays/Seasonal (3.9%)7. Humor (2.1%)8. Products (2.1%)9. Travel (1.9%)10. Kids (1.8%)
    34. 34. 10 Most Popular Board Nameson Pinterest1. For the Home (3.15%)2. My Style (1.97%)3. Products I Love (1.86%)4. Books Worth Reading (1.68%)5. Food (1.23%)6. Favorite Places & Spaces (1.00%)7. Recipes (0.75%)8. Craft Ideas (0.74%)9. Christmas (0.72%)10. Crafts (0.65%)
    35. 35. • From December 2011 to January 2012, unique visitors to Pinterest increased by a whopping 155%. (Compete)• Pinterest gets more monthly usage per user than Google+, Twitter and LinkedIn combined. (AllTwitter)
    36. 36. • It accounts for 3.6 percent of all referral traffic, nearly as much as Twitter (3.61 percent). (PR Daily)• Women ages 25 to 34 make up the largest demographic of Pinterest users. (Ignite)
    37. 37. • Real Simple Magazine reports that its website gets more traffic from Pinterest than it does from Facebook.• With over 11 million unique monthly visitors (and counting), Pinterest became the fastest standalone website to eclipse the 10 million per month mark ever. (PR Daily)
    38. 38. “Pinterest is raising $120 million in a fundinground expected to be announced Thursday orFriday morning, according to multiple sources. Theinvestment, Pinterest‟s third, places the two-year-old social bookmarking site‟s valuation in the rangeof$1 billion to $1.5 billion.” Laura Indvik for
    39. 39. “One sign that Pinterest‟s focus is growing increasinglyinternational: a recent post to Pinterest‟s corporate blogcalling for translators for local-languageeditions of the site.French, German, Japanese, Portuguese and Spanishare the company‟s first priorities, it said;Dutch, Greek, Italian, Korean, Malay, Polish, Russian,Simplified Chinese, Swedish and Turkish are next.” Laura Indvik for
    40. 40. HAPPY PINNING!