The document discusses two photo sharing websites - TheFancy and Pinterest. TheFancy has higher engagement from tastemakers but is less well known outside the US, while Pinterest has a much larger user base globally but lower engagement per user. TheFancy focuses on visual discovery and occupying a niche as a home for fashion brands, while Pinterest allows breakdown of interests into specific categories and includes images and videos. The business models also differ, with TheFancy aiming to generate revenue through on-site purchases and deals, while Pinterest uses an affiliate model linking to sales.

1. Post it, pin it, share it.
Hamburg, April 2012

2. Newsbreak, June 6th
TheFancy.com dives into mCommerce as it nears 1 mio users. Fancy updated its iPhone
and iPad app in the end of May 2012. The app, which previously limited activity to browsing
and collecting images, now allows users to make one-click purchases as well.
Pinterest raises 100$ mio from Rakuten, CEO Hiroshi Mikitani says, “While some may see
e-commerce as a straightforward vending machine-like experience, we believe it is a living
process where both retailers and consumers can communicate, discover, and curate to
make the experience more entertaining. We see tremendous synergies between
Pinterest’s vision and Rakuten’s model for e-commerce. Rakuten looks forward to
introducing Pinterest to the Japanese market as well as other markets around the world.”

4. Photo Sharing
Hamburg, February 20th, 2012

5. Photo Sharing
Hamburg, February 20th, 2012

6. ...which offer the users space to
express themselves in similar but
different ways.

7. FLICKR
Pinterest is an online pinboard.
Organise and share things you
like.
Facts:
11.000.000 registered users
(invite only) / 32.400.000 pins*
Founded in March 2011 by Ben
Silverman
* Date: 18/04/2012 / **Date: 23/02/2012

8. FLICKR
Pinterest is an online pinboard.
Organise and share things you
like.
Facts:
11.000.000 registered users
(invite only) / 32.400.000 pins*
Founded in March 2011 by Ben
Silverman
The Fancy is a place to
express yourself around
things you see
that you find interesting.
Facts:
500.000 users* (250.000 users/
16.700.000 Fancies**)
Founded in 2011 by Joseph
Einhorn
* Date: 18/04/2012 / **Date: 23/02/2012

9. FLICKR
Pinterest is an online pinboard. Microblogging platform & social
Organise and share things you networking website:
like. The service allows users to post
multimedia and other content to a
Facts: short-form blog - ,tumblelog‘
11.000.000 registered users
(invite only) / 32.400.000 pins* Facts:
120.000 Mio users per month / 15
Founded in March 2011 by Ben Billion page views/month / more than
Silverman 50 Billion blogs
Founded on April 27th 2007 by David
Karp
The Fancy is a place to
express yourself around
things you see
that you find interesting.
Facts:
500.000 users* (250.000 users/
16.700.000 Fancies**)
Founded in 2011 by Joseph
Einhorn
* Date: 18/04/2012 / **Date: 23/02/2012

10. FLICKR
Pinterest is an online pinboard. Microblogging platform & social
Organise and share things you networking website:
like. The service allows users to post
multimedia and other content to a
Facts: short-form blog - ,tumblelog‘
11.000.000 registered users
(invite only) / 32.400.000 pins* Facts:
120.000 Mio users per month / 15
Founded in March 2011 by Ben Billion page views/month / more than
Silverman 50 Billion blogs
Founded on April 27th 2007 by David
Karp
The Fancy is a place to
express yourself around
things you see Instagram (iPhone App) is a
that you find interesting. fast, beautiful and fun way to
share your life with friends
Facts: through a series of photos.
500.000 users* (250.000 users/
16.700.000 Fancies**) Facts:
40 Mio users / roughly 5% of
Founded in 2011 by Joseph Facebook‘s active user base
Einhorn
Founded in 2011 by Kevin
* Date: 18/04/2012 / **Date: 23/02/2012 Systrom

11. How to use Pinterest, Fancy, Tumblr,
Instagram for Business Purposes!

13. „Follow
Online Pinboard button“ on
websites
A board
A Pin
Interactions
A repin
Slide 9

14. Pinterest people are not only clicking,
they‘re buying.
21%* of the users having an account actually
purchased items that they found on
someone‘s pinboard.
*Source: Survey http://thenextweb.com/insider/2012/03/28/survey-21-of-users-on-pinterest-have-purchased-an-item-that-they-found-on-the-site/

15. Pinterest, the fast growing online
image board - It‘s eyecandy!
Use Pinterest for your business:
If your products are things - especially things/products people covet and / or
can purchase - then you can rock it with Pinterest (+)
Don‘t use Pinterest for your business:
If your business is about ideas or services or things which are intangible, then Pinterest
is unlikely to send much traffic your way. (-)

17. Social Sopping Service
Purchase Check the Purchase on
on Fancy availabilities and 3rd party site but
book your hotel impossible to find the
on Fancy site where it can be
purchased if you
click „Buy it“
Many brands are
represented on Fancy
- users can
„Demand-
„follow“ „their“ brands
driven-
or other members
commerce-
model“
Slide 13

18. Fancy lets users organize images from around the
web into „lists“ / „categories“.
It shows where social commerce can go in the future.
Since February 2012, users can directly shop items on
Fancy. More than 1.000 merchants signing up to list
their products.
Fancy will get a cut of every purchase.

20. TheFancy.com - The fashion
magazine for the blog age!
Use Fancy for your business:
If you represent a luxury fashion, home décor, lifestyle or tech brand then
adding products to TheFancy is a smart marketing move, because unlike
Pinterest - Fancy is openly working with brands to drive sales through the site
(+)
Don‘t use Fancy for your business:
If your business is about ideas or services or things which are intangible, then
TheFancy.com is unlikely to send much traffic to your site. (-)

21. Now, we know some basic things about
both sites - Fancy and Pinterest. They
are similar...

23. but where are the differences?
Should luxury or boutique brands hop
on Fancy or Pinterest or on both?

25. Pinterest vs TheFancy

27. Pinterest & Fancy - Why does it
matter?
Efficient sales driver Efficient traffic driver (supposed to generate
more traffic in US than twitter / google+)
1 Wants to ,steer clear of non-ecommerce-
related-content‘
probably more and more a sales driver: e.g.
Amazon and ebay US integrated the ,Pin it‘
button
Links - Using ,Fancy‘ button will allow your Links - Using ,Pin it‘ button will allow your
fancies to link back to the source pins to link back to the source
2
Leads - Purchases products on the Leads - Pinterest will soon start
platform contributing to lead
3
Social sharing for greater reach Social sharing for greater reach:
high potential on Pinterest due to the high
4 number of users

28. 1) Focus on E-Commerce:
Brands or merchants can directly sell
products on TheFancy.com (only in US) -
checkout directly on TheFancy.com.
Or users will be linked to the merchants‘/
brands‘ online-shop.
steer clear...
if oyu go to thefancy.com, you‘ll find
many / most images which can‘t be
bought on a third-party website.
Many fancies come from blogs /
non-ecommerce sites. The
Fancy.com is far away from reaching
this goal

29. 1) Focus on E-Commerce:
Brands or merchants can directly sell
products on TheFancy.com (only in US) -
checkout directly on TheFancy.com.
Or users will be linked to the merchants‘/
brands‘ online-shop.
steer clear...
if oyu go to thefancy.com, you‘ll find
many / most images which can‘t be
bought on a third-party website.
Many fancies come from blogs /
non-ecommerce sites. The
Fancy.com is far away from reaching
this goal

30. 1) Focus on growth and reach which
can push purchases on the third-
party ecommerce platform.

31. 1) Focus on growth and reach which
can push purchases on the third-
party ecommerce platform.

32. 2) Fancy provides general categories
where images can be assigned to
(e.g. Men, Women, Art, Architecture, ...).
Goal: Users should discover

33. 2) Fancy provides general categories
where images can be assigned to
(e.g. Men, Women, Art, Architecture, ...).
Goal: Users should discover

34. 2) Pinterest works with #tags which
allows to breakdown interests into
very specific categories / niches.

35. 2) Pinterest works with #tags which
allows to breakdown interests into
very specific categories / niches.

36. 3) Everybody can join Fancy

37. 3) Everybody can join Fancy

38. 3) You need an invitation before you
can join Pinterest

39. 3) You need an invitation before you
can join Pinterest

40. 5) Fancy has been designed to easily move users to
original sites for product purchase.
When an image is clicked in Fancy, users are
presented with a “Buy It” link on the right hand side.
Clicking this link will take the user to the original site
where that product may be purchased.
But unfortunately, many/most items can‘t be
purchased on the site/blog etc...

41. 5) Fancy has been designed to easily move users to
original sites for product purchase.
When an image is clicked in Fancy, users are
presented with a “Buy It” link on the right hand side.
Clicking this link will take the user to the original site
where that product may be purchased.
But unfortunately, many/most items can‘t be
purchased on the site/blog etc...

42. 5) If a Pinterest user (including the brands that have
set up Pinterest accounts) posts a price within a
pinned image’s description, the price will appear as
a banner in the corner of the image. Pinterest will
then automatically pull the pinned image. In order
to reach the original site to make a purchase,
Pinterest users have to click pinned images twice.
Probably many users aren‘t aware of this.

43. 5) If a Pinterest user (including the brands that have
set up Pinterest accounts) posts a price within a
pinned image’s description, the price will appear as
a banner in the corner of the image. Pinterest will
then automatically pull the pinned image. In order
to reach the original site to make a purchase,
Pinterest users have to click pinned images twice.
Probably many users aren‘t aware of this.

44. 6) Users can unlock special deals from retailers by
clicking “Fancy It” on their product photos.
These special deals are discount codes that can be used
at checkout on the retailer’s site.
Current deals offered to Fancy users are featured within a
Deals tab at the top of the page, which makes it easy for
Fancy users to find.
There is also an easy to find list of retailers on Fancy....

45. 6) Users can unlock special deals from retailers by
clicking “Fancy It” on their product photos.
These special deals are discount codes that can be used
at checkout on the retailer’s site.
Current deals offered to Fancy users are featured within a
Deals tab at the top of the page, which makes it easy for
Fancy users to find.
There is also an easy to find list of retailers on Fancy....

46. 6) ...something which is missing on
Pinterest at the moment.

47. 6) ...something which is missing on
Pinterest at the moment.

48. 7) Fancy Widget - Allows users /
brands to show their fancy‘d
items on their website or blog.
The widget is compatible with
Blogger, Typepad, Tumblr,
self-hosted Wordpress blogs,
and the users‘ / brands‘ own
website

49. 7) Fancy Widget - Allows users /
brands to show their fancy‘d
items on their website or blog.
The widget is compatible with
Blogger, Typepad, Tumblr,
self-hosted Wordpress blogs,
and the users‘ / brands‘ own
website

50. 7) Pinterest widget allows users to
show their pinned items on their
wordpress blogs.

51. 7) Pinterest widget allows users to
show their pinned items on their
wordpress blogs.

52. 9) Both photo sharing websites Fancy and
Pinterest are joining the Facebook Timeline
integration.
Either Pinterest Pins or Fancy‘d items will be
grouped together on Facebook Timeline.

53. 9) Both photo sharing websites Fancy and
Pinterest are joining the Facebook Timeline
integration.
Either Pinterest Pins or Fancy‘d items will be
grouped together on Facebook Timeline.

54. 9) Both photo sharing websites Fancy and
Pinterest are joining the Facebook Timeline
integration.
Either Pinterest Pins or Fancy‘d items will be
grouped together on Facebook Timeline.

55. 9) Both photo sharing websites Fancy and
Pinterest are joining the Facebook Timeline
integration.
Either Pinterest Pins or Fancy‘d items will be
grouped together on Facebook Timeline.

56. Review.

57. Review.

58. Review.
Almost unknow (outside the US)

59. Review.
Almost unknow (outside the US) Very popular

60. Review.
Almost unknow (outside the US) Very popular
High level of engagement from tastemakers (50% re-fancies)-
TheFancy occupies a niche

61. Review.
Almost unknow (outside the US) Very popular
High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is
TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market

62. Review.
Almost unknow (outside the US) Very popular
High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is
TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market
Fancy is about visual discovery and a „natural“ home for fashion
brands - only images

63. Review.
Almost unknow (outside the US) Very popular
High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is
TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market
Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into
brands - only images very specific categories - images and videos

64. Review.
Almost unknow (outside the US) Very popular
High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is
TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market
Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into
brands - only images very specific categories - images and videos
Concept (purchase products on the site, deals) to generate
revenues to become profitable

65. Review.
Almost unknow (outside the US) Very popular
High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is
TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market
Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into
brands - only images very specific categories - images and videos
Concept (purchase products on the site, deals) to generate Affiliate mode (Pinterest revenue = Sales from Pinterest links x
revenues to become profitable affiliate fees)

66. Review.
Almost unknow (outside the US) Very popular
High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is
TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market
Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into
brands - only images very specific categories - images and videos
Concept (purchase products on the site, deals) to generate Affiliate mode (Pinterest revenue = Sales from Pinterest links x
revenues to become profitable affiliate fees)
Often fancied items can‘t easily be purchased on third party
websites cause the links go to blogs or non-ecommerce websites

67. Review.
Almost unknow (outside the US) Very popular
High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is
TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market
Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into
brands - only images very specific categories - images and videos
Concept (purchase products on the site, deals) to generate Affiliate mode (Pinterest revenue = Sales from Pinterest links x
revenues to become profitable affiliate fees)
Often fancied items can‘t easily be purchased on third party More and more online-shops integrate ,Pin it‘ button on product
websites cause the links go to blogs or non-ecommerce websites pages which link the pinned items directly back to the shop

68. Review.
Almost unknow (outside the US) Very popular
High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is
TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market
Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into
brands - only images very specific categories - images and videos
Concept (purchase products on the site, deals) to generate Affiliate mode (Pinterest revenue = Sales from Pinterest links x
revenues to become profitable affiliate fees)
Often fancied items can‘t easily be purchased on third party More and more online-shops integrate ,Pin it‘ button on product
websites cause the links go to blogs or non-ecommerce websites pages which link the pinned items directly back to the shop
Recommendation: Give it a try if you are from such areas
as design, art, architecture, fashion, gadgets (either a
brand or a merchand)

69. Review.
Almost unknow (outside the US) Very popular
High level of engagement from tastemakers (50% re-fancies)- Lower level of engagement per registered user - Pinterest is
TheFancy occupies a niche possibly more for the tastefollowers (80% re-pins) / mass market
Fancy is about visual discovery and a „natural“ home for fashion Mood-boarding to the digital masses - breakdown of interests into
brands - only images very specific categories - images and videos
Concept (purchase products on the site, deals) to generate Affiliate mode (Pinterest revenue = Sales from Pinterest links x
revenues to become profitable affiliate fees)
Often fancied items can‘t easily be purchased on third party More and more online-shops integrate ,Pin it‘ button on product
websites cause the links go to blogs or non-ecommerce websites pages which link the pinned items directly back to the shop
Recommendation: Give it a try if you are from such areas
Recommendation: Give it a try if you sell products or if you
as design, art, architecture, fashion, gadgets (either a
have a website or blog containing nice images
brand or a merchand)

70. Some guidance.

71. Some guidance.

72. Some guidance.
Be with your luxury brand / high-end products (things people want
on Fancy)

73. Some guidance.
Be with your luxury brand / high-end products (things people want
on Fancy)
Monitor your products on Fancy & sell frequently ,fancied‘ items
directly on Fancy - ,demand-driven commerce model‘. Then
userw who pre-stated interest receive a notification.

74. Some guidance.
Be with your luxury brand / high-end products (things people want
on Fancy)
Monitor your products on Fancy & sell frequently ,fancied‘ items
directly on Fancy - ,demand-driven commerce model‘. Then
userw who pre-stated interest receive a notification.
Encourage your (potential) customers to register and follow your
brand - on website (e.g. in the footer „Follow us on Fancy“), in
blogs, social sites, tweak existing promotional email templates

75. Some guidance.
Be with your luxury brand / high-end products (things people want
on Fancy)
Monitor your products on Fancy & sell frequently ,fancied‘ items
directly on Fancy - ,demand-driven commerce model‘. Then
userw who pre-stated interest receive a notification.
Encourage your (potential) customers to register and follow your
brand - on website (e.g. in the footer „Follow us on Fancy“), in
blogs, social sites, tweak existing promotional email templates
Integrate Fancy in your SEO strategy (a thefancy.com url will
automatically generate if an item around the web will be fancy‘d),
the url will directly be linked with the image

76. Some guidance.
Be with your luxury brand / high-end products (things people want
on Fancy)
Monitor your products on Fancy & sell frequently ,fancied‘ items
directly on Fancy - ,demand-driven commerce model‘. Then
userw who pre-stated interest receive a notification.
Encourage your (potential) customers to register and follow your
brand - on website (e.g. in the footer „Follow us on Fancy“), in
blogs, social sites, tweak existing promotional email templates
Integrate Fancy in your SEO strategy (a thefancy.com url will
automatically generate if an item around the web will be fancy‘d),
the url will directly be linked with the image
Put the Fancy button on your site. It‘s about things/products, so
put it on your product sites.

77. Some guidance.
Be with your luxury brand / high-end products (things people want
on Fancy)
Monitor your products on Fancy & sell frequently ,fancied‘ items
directly on Fancy - ,demand-driven commerce model‘. Then
userw who pre-stated interest receive a notification.
Encourage your (potential) customers to register and follow your
brand - on website (e.g. in the footer „Follow us on Fancy“), in
blogs, social sites, tweak existing promotional email templates
Integrate Fancy in your SEO strategy (a thefancy.com url will
automatically generate if an item around the web will be fancy‘d),
the url will directly be linked with the image
Put the Fancy button on your site. It‘s about things/products, so
put it on your product sites.

78. Some guidance.
Be with your lifestyle brand on Pinterest -
Be with your luxury brand / high-end products (things people want
home decor, recipe, gardening, entertainment, fashion sites /
on Fancy)
blogs on Pinterest
Monitor your products on Fancy & sell frequently ,fancied‘ items
directly on Fancy - ,demand-driven commerce model‘. Then
userw who pre-stated interest receive a notification.
Encourage your (potential) customers to register and follow your
brand - on website (e.g. in the footer „Follow us on Fancy“), in
blogs, social sites, tweak existing promotional email templates
Integrate Fancy in your SEO strategy (a thefancy.com url will
automatically generate if an item around the web will be fancy‘d),
the url will directly be linked with the image
Put the Fancy button on your site. It‘s about things/products, so
put it on your product sites.

79. Some guidance.
Be with your lifestyle brand on Pinterest -
Be with your luxury brand / high-end products (things people want
home decor, recipe, gardening, entertainment, fashion sites /
on Fancy)
blogs on Pinterest
Monitor your products on Fancy & sell frequently ,fancied‘ items
Produce beautiful, aesthetic images of the products you want to
directly on Fancy - ,demand-driven commerce model‘. Then
sell because then it‘s more likely that users pin the products
userw who pre-stated interest receive a notification.
Encourage your (potential) customers to register and follow your
brand - on website (e.g. in the footer „Follow us on Fancy“), in
blogs, social sites, tweak existing promotional email templates
Integrate Fancy in your SEO strategy (a thefancy.com url will
automatically generate if an item around the web will be fancy‘d),
the url will directly be linked with the image
Put the Fancy button on your site. It‘s about things/products, so
put it on your product sites.

80. Some guidance.
Be with your lifestyle brand on Pinterest -
Be with your luxury brand / high-end products (things people want
home decor, recipe, gardening, entertainment, fashion sites /
on Fancy)
blogs on Pinterest
Monitor your products on Fancy & sell frequently ,fancied‘ items
Produce beautiful, aesthetic images of the products you want to
directly on Fancy - ,demand-driven commerce model‘. Then
sell because then it‘s more likely that users pin the products
userw who pre-stated interest receive a notification.
Encourage your (potential) customers to register and follow your
Mention Pinterest in other channels - other social sites, website /
brand - on website (e.g. in the footer „Follow us on Fancy“), in
blog / tweak existing promotional email templates
blogs, social sites, tweak existing promotional email templates
Integrate Fancy in your SEO strategy (a thefancy.com url will
automatically generate if an item around the web will be fancy‘d),
the url will directly be linked with the image
Put the Fancy button on your site. It‘s about things/products, so
put it on your product sites.

81. Some guidance.
Be with your lifestyle brand on Pinterest -
Be with your luxury brand / high-end products (things people want
home decor, recipe, gardening, entertainment, fashion sites /
on Fancy)
blogs on Pinterest
Monitor your products on Fancy & sell frequently ,fancied‘ items
Produce beautiful, aesthetic images of the products you want to
directly on Fancy - ,demand-driven commerce model‘. Then
sell because then it‘s more likely that users pin the products
userw who pre-stated interest receive a notification.
Encourage your (potential) customers to register and follow your
Mention Pinterest in other channels - other social sites, website /
brand - on website (e.g. in the footer „Follow us on Fancy“), in
blog / tweak existing promotional email templates
blogs, social sites, tweak existing promotional email templates
Integrate Fancy in your SEO strategy (a thefancy.com url will Make sure that your potential customers have a Pinterest (invite
automatically generate if an item around the web will be fancy‘d), only) profile - Be generous with inviting your potential customers/
the url will directly be linked with the image users
Put the Fancy button on your site. It‘s about things/products, so
put it on your product sites.

82. Some guidance.
Be with your lifestyle brand on Pinterest -
Be with your luxury brand / high-end products (things people want
home decor, recipe, gardening, entertainment, fashion sites /
on Fancy)
blogs on Pinterest
Monitor your products on Fancy & sell frequently ,fancied‘ items
Produce beautiful, aesthetic images of the products you want to
directly on Fancy - ,demand-driven commerce model‘. Then
sell because then it‘s more likely that users pin the products
userw who pre-stated interest receive a notification.
Encourage your (potential) customers to register and follow your
Mention Pinterest in other channels - other social sites, website /
brand - on website (e.g. in the footer „Follow us on Fancy“), in
blog / tweak existing promotional email templates
blogs, social sites, tweak existing promotional email templates
Integrate Fancy in your SEO strategy (a thefancy.com url will Make sure that your potential customers have a Pinterest (invite
automatically generate if an item around the web will be fancy‘d), only) profile - Be generous with inviting your potential customers/
the url will directly be linked with the image users
Put the Fancy button on your site. It‘s about things/products, so Use Pinterest for contests to create buzz
put it on your product sites.

83. Some guidance.

84. Some guidance.

85. Some guidance.
Encourage your Fancy followers to add the Fancy widget to their
blogs, websites etc. to generate higher reach

86. Some guidance.
Encourage your Fancy followers to add the Fancy widget to their
blogs, websites etc. to generate higher reach
Integrate Fancy in your SEO strategy (a thefancy.com url will
automatically generate if an item around the web will be fancy‘d),
the url will directly be linked with the image

87. Some guidance.
Encourage your Fancy followers to add the Fancy widget to their
blogs, websites etc. to generate higher reach
Integrate Fancy in your SEO strategy (a thefancy.com url will
automatically generate if an item around the web will be fancy‘d),
the url will directly be linked with the image

88. Some guidance.
Encourage your Fancy followers to add the Fancy widget to their Create your own Pinterest page (e.g. HappySocks: http://
blogs, websites etc. to generate higher reach pinterest.com/happysofficial/pins/)
Integrate Fancy in your SEO strategy (a thefancy.com url will
automatically generate if an item around the web will be fancy‘d),
the url will directly be linked with the image

89. Some guidance.
Encourage your Fancy followers to add the Fancy widget to their Create your own Pinterest page (e.g. HappySocks: http://
blogs, websites etc. to generate higher reach pinterest.com/happysofficial/pins/)
Integrate Fancy in your SEO strategy (a thefancy.com url will
automatically generate if an item around the web will be fancy‘d), Backlinks from Pinterest to your website
the url will directly be linked with the image

90. Some guidance.
Encourage your Fancy followers to add the Fancy widget to their Create your own Pinterest page (e.g. HappySocks: http://
blogs, websites etc. to generate higher reach pinterest.com/happysofficial/pins/)
Integrate Fancy in your SEO strategy (a thefancy.com url will
automatically generate if an item around the web will be fancy‘d), Backlinks from Pinterest to your website
the url will directly be linked with the image
Identify important influencers for your business and offer
exclusive content, encourage them to interact with you, e.g. offer
exclusive discounts, promotions etc.

91. Some guidance.
Encourage your Fancy followers to add the Fancy widget to their Create your own Pinterest page (e.g. HappySocks: http://
blogs, websites etc. to generate higher reach pinterest.com/happysofficial/pins/)
Integrate Fancy in your SEO strategy (a thefancy.com url will
automatically generate if an item around the web will be fancy‘d), Backlinks from Pinterest to your website
the url will directly be linked with the image
Identify important influencers for your business and offer
exclusive content, encourage them to interact with you, e.g. offer
exclusive discounts, promotions etc.
Engage with users - ask for customer feedback by encouraging
them to re-pin their favorite products in your catalog >
strengtehns relationship

92. Some guidance.
Encourage your Fancy followers to add the Fancy widget to their Create your own Pinterest page (e.g. HappySocks: http://
blogs, websites etc. to generate higher reach pinterest.com/happysofficial/pins/)
Integrate Fancy in your SEO strategy (a thefancy.com url will
automatically generate if an item around the web will be fancy‘d), Backlinks from Pinterest to your website
the url will directly be linked with the image
Identify important influencers for your business and offer
exclusive content, encourage them to interact with you, e.g. offer
exclusive discounts, promotions etc.
Engage with users - ask for customer feedback by encouraging
them to re-pin their favorite products in your catalog >
strengtehns relationship
Don‘t affix a price tag on your products if you want them to be
shared

93. How does ,Live love tea‘ use
thefancy.com for business purposes?

95. LIVE LOVE TEA
Premium online
retailer of gourmet tea,
cookies, tea cakes,
sweeteners and
teaware.

96. Fancy button
on each
livelovetea.com
product detail
page LIVE LOVE TEA
Premium online
retailer of gourmet tea,
cookies, tea cakes,
sweeteners and
teaware.

100. Fancy button
on each
livelovetea.com
product detail
page LIVE LOVE TEA
Premium online
retailer of gourmet tea,
cookies, tea cakes,
sweeteners and
teaware.

101. Fancy ,brands
store‘
Fancy button
on each
livelovetea.com
product detail
page LIVE LOVE TEA
Premium online
retailer of gourmet tea,
cookies, tea cakes,
sweeteners and
teaware.

102. Each fancied
product has been
fancied by the
owner of ,Live
Love Tea‘, Peter
Quash

103. Fancy ,brands
store‘
Fancy button
on each
livelovetea.com
product detail
page LIVE LOVE TEA
Premium online
retailer of gourmet tea,
cookies, tea cakes,
sweeteners and
teaware.

104. Fancy ,brands
store‘
Fancy button Fancy
on each something from
livelovetea.com Live Love Tea,
product detail unlock a special
page LIVE LOVE TEA reward...
Premium online
retailer of gourmet tea,
cookies, tea cakes,
sweeteners and
teaware.

106. Fancy ,brands
store‘
Fancy button Fancy
on each something from
livelovetea.com Live Love Tea,
product detail unlock a special
page LIVE LOVE TEA reward...
Premium online
retailer of gourmet tea,
cookies, tea cakes,
sweeteners and
teaware.

107. Fancy ,brands
store‘
Fancy button Fancy
on each something from
livelovetea.com Live Love Tea,
product detail unlock a special
page LIVE LOVE TEA reward...
Premium online
retailer of gourmet tea,
cookies, tea cakes,
sweeteners and
teaware.
Live Love
Tea doesn‘t
promote its Fancy
presense on
Twitter and
Google+

109. Fancy ,brands
store‘
Fancy button Fancy
on each something from
livelovetea.com Live Love Tea,
product detail unlock a special
page LIVE LOVE TEA reward...
Premium online
retailer of gourmet tea,
cookies, tea cakes,
sweeteners and
teaware.
Live Love
Tea doesn‘t
promote its Fancy
presense on
Twitter and
Google+

110. Fancy ,brands
store‘
Fancy button Fancy
on each something from
livelovetea.com Live Love Tea,
product detail unlock a special
page LIVE LOVE TEA reward...
Premium online
retailer of gourmet tea,
cookies, tea cakes,
sweeteners and
teaware.
Live Love
Live Love Tea Tea doesn‘t
promotes its Fancy promote its Fancy
presense on presense on
Facebook Twitter and
Google+

112. Live Love Tea tries to use thefancy.com to
increase traffic and sales on their platform
but the number of fancied items is pretty
low though they offer a discount of 15%
price off if users fancy a product. It‘s
obviouse that both potential goals cannot
be reached properly at the moment.

119. How does ,Oscar de la Renta‘ use Pinterest
for business purposes?
Alex Bolen, CEO: “Pinterest has got a lot of
momentum right now, and we want to be
involved with people [and platforms] who have
momentum.“

121. Oscar de la Renta
decided to use
Pinterest to promote a
bridal collection show

122. Website
Oscar de la Renta
decided to use
Pinterest to promote a
bridal collection show

124. Website
Oscar de la Renta
decided to use
Pinterest to promote a
bridal collection show

125. Website
Live pinning
before during &
after the bridal
collection show
Oscar de la Renta
decided to use
Pinterest to promote a
bridal collection show

126. 333 Facebook
Likes
16.697
followers,
382 pins

128. Website
Live pinning
before during &
after the bridal
collection show
Oscar de la Renta
decided to use
Pinterest to promote a
bridal collection show

129. Website
Live pinning
before during &
after the bridal
collection show
Oscar de la Renta
decided to use
Pinterest to promote a
bridal collection show
Facebook

132. Website
Live pinning
before during &
after the bridal
collection show
Oscar de la Renta
decided to use
Pinterest to promote a
bridal collection show
Facebook

133. Website
Live pinning
before during &
after the bridal
collection show
Oscar de la Renta
decided to use
Pinterest to promote a
bridal collection show
Tumblr Blog Facebook

138. Website
Live pinning
before during &
after the bridal
collection show
Oscar de la Renta
decided to use
Pinterest to promote a
bridal collection show
Tumblr Blog Facebook

139. Website
Live pinning
People tweet
before during &
about the ,live
after the bridal
pinning‘ promotion
collection show
Oscar de la Renta
decided to use
Pinterest to promote a
bridal collection show
Tumblr Blog Facebook

140. Search for ,Oscar de la Renta bridal‘

141. Oscar de la Renta is collaborating on a
project with Fancy due to its more
ecommerce-oriented business model.
Oscar de la Renta took the chance
offered by the new platform, Pinterest, to
generate some extra buzz for the show -
a bit like ,First come, first serve‘.

143. Oscar de la Renta‘s Pinterest
promotion brings us to the next
points: Instagram and Tumblr

145. Facts Instagram
Photo-sharing-app for iPhone and Android devices
Statistics (April 2012)
30 Mio users
,App of the year‘ in 2011
Images - provided with a description - can directly and quickly be shared on
Facebook, Twitter, Tumblr, Foursquare, via Email
Other users can ,like‘, ,comment‘ directly within the app

146. Facebook bought Instagram but why?
„Acquiring Instagram will give Facebook an
opportunity to learn how users are sharing
photos across various social networks which
can ultimately inform Facebook on how to
evolve their network with the conversion of
mobile, social and location.“

147. 69

149. Instagram - Some guidance

150. Instagram - Some guidance

151. Instagram - Some guidance
Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly
be shared

152. Instagram - Some guidance
Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly
be shared
Let your Twitter followers and Facebook friends find you easily

153. Instagram - Some guidance
Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly
be shared
Let your Twitter followers and Facebook friends find you easily
User-generated-content campaign (e.g. run a contest) through Instagram. It can create a strong bond between brand & customer, it creates
an interactive two-way communication

154. Instagram - Some guidance
Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly
be shared
Let your Twitter followers and Facebook friends find you easily
User-generated-content campaign (e.g. run a contest) through Instagram. It can create a strong bond between brand & customer, it creates
an interactive two-way communication
Connecting with consumers / creating an active community through visual storytelling and invite them to hashtag your brand as a mechanic
to enter a sweepstake. On the one hand, it‘s a good way to crowdsource the photos for your brand but increased brand visibility

155. Instagram - Some guidance
Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly
be shared
Let your Twitter followers and Facebook friends find you easily
User-generated-content campaign (e.g. run a contest) through Instagram. It can create a strong bond between brand & customer, it creates
an interactive two-way communication
Connecting with consumers / creating an active community through visual storytelling and invite them to hashtag your brand as a mechanic
to enter a sweepstake. On the one hand, it‘s a good way to crowdsource the photos for your brand but increased brand visibility
The Instagram API allows the brand to pull Instagram images into an Instagram feed on the website

156. Instagram - Some guidance
Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly
be shared
Let your Twitter followers and Facebook friends find you easily
User-generated-content campaign (e.g. run a contest) through Instagram. It can create a strong bond between brand & customer, it creates
an interactive two-way communication
Connecting with consumers / creating an active community through visual storytelling and invite them to hashtag your brand as a mechanic
to enter a sweepstake. On the one hand, it‘s a good way to crowdsource the photos for your brand but increased brand visibility
The Instagram API allows the brand to pull Instagram images into an Instagram feed on the website
Instagram can be used for the purpose of brand development (around 200 big companies use the platform, e.g. many fashion brands:
Gucci, Oscar de la Renta, Burberry, Dolce & Gabbana, Urban Outfitters, Levi‘s, H&M, Asos, Topshop)

157. Instagram - Some guidance
Connect your brand account to Facebook, Twitter or any other third-party sharing site where the brand has an account > photos can directly
be shared
Let your Twitter followers and Facebook friends find you easily
User-generated-content campaign (e.g. run a contest) through Instagram. It can create a strong bond between brand & customer, it creates
an interactive two-way communication
Connecting with consumers / creating an active community through visual storytelling and invite them to hashtag your brand as a mechanic
to enter a sweepstake. On the one hand, it‘s a good way to crowdsource the photos for your brand but increased brand visibility
The Instagram API allows the brand to pull Instagram images into an Instagram feed on the website
Instagram can be used for the purpose of brand development (around 200 big companies use the platform, e.g. many fashion brands:
Gucci, Oscar de la Renta, Burberry, Dolce & Gabbana, Urban Outfitters, Levi‘s, H&M, Asos, Topshop)
Geotag photos if your brand has a defined location or more than one location, geotag photos to create location footprints

158. Ideas for postings if you‘re a brand

159. Ideas for postings if you‘re a brand

160. Ideas for postings if you‘re a brand
Behind the scenes images

161. Ideas for postings if you‘re a brand
Behind the scenes images
Exclusive images on Instagram

162. Ideas for postings if you‘re a brand
Behind the scenes images
Exclusive images on Instagram
Use #hashtags to organize photos related to different topics (e.g. events, campaigns etc)

163. Ideas for postings if you‘re a brand
Behind the scenes images
Exclusive images on Instagram
Use #hashtags to organize photos related to different topics (e.g. events, campaigns etc)
Run a contest

164. Example 1:
Burberry is using Instagram (http://
web.stagram.com/n/burberry/)as part of
their Art of the Trench campaign. Users can
share images of trench coats and tag them
with the campaign hashtag #ArtoftheTrench

166. Example 2:
Ford is using Instagram for their new Ford
Fiesta. Users can share images which are
related to many Fiesta innovations in terms of
style, form, technique. 16.000 images were
shared and tagged with the campaign
hashtag #fiestagram within 7 weeks

169. Facts Tumblr
Launched: April 27th, 2007
Founded by David Karp
Microblogging platform
Statistics (March 28th, 2012)
50 Mio hosted blogs / 20 Billion posts
Main audience: US (45%) of visitors
Alexa ranking: 38 (April 2012)
Revenues:
Till now: Highlighting of blogposts for their followers. (a viable business plan still lacks)
In future (as of May 2nd, 2012), Karp just announced on April 18th, 2012, that the featured
spot on the Tumblr dashboard is going up for sale to advertisers.
Facebook Timeline integration:
Users can now toggle “send to Facebook” when they’re posting, as well as share replies
and likes on the Facebook Timeline

171. Tumblr isn’t for everyone.
The audience tends to be a bit edgy and
requires visual content.
Regardless, for the right organization, Tumblr’s
ease of use, viral nature and active users can
provide a powerful publishing platform.

172. Tumblr - Some guidance

173. Tumblr - Some guidance
Tumblr is dead simple - easy to set up and customize

174. Tumblr - Some guidance
Tumblr is dead simple - easy to set up and customize
One of the most visually appealing and user-friendly platforms out there

175. Tumblr - Some guidance
Tumblr is dead simple - easy to set up and customize
One of the most visually appealing and user-friendly platforms out there
Tumblr lets you effortlessly share anything. Post text, photos, quotes, links, music, and videos, from your browser, phone, desktop, email, or
wherever you happen to be.

176. Tumblr - Some guidance
Tumblr is dead simple - easy to set up and customize
One of the most visually appealing and user-friendly platforms out there
Tumblr lets you effortlessly share anything. Post text, photos, quotes, links, music, and videos, from your browser, phone, desktop, email, or
wherever you happen to be.
Content hosted on Tumblr: if Tumblr goes down, your site goes down. Most of the time add on to the website.

177. Tumblr - Some guidance
Tumblr is dead simple - easy to set up and customize
One of the most visually appealing and user-friendly platforms out there
Tumblr lets you effortlessly share anything. Post text, photos, quotes, links, music, and videos, from your browser, phone, desktop, email, or
wherever you happen to be.
Content hosted on Tumblr: if Tumblr goes down, your site goes down. Most of the time add on to the website.
Tumblr is a platform but also a community, allowing users to share content, interact with others and follow blogs thar are relevant to their
interests

178. Tumblr - Some guidance
Tumblr is dead simple - easy to set up and customize
One of the most visually appealing and user-friendly platforms out there
Tumblr lets you effortlessly share anything. Post text, photos, quotes, links, music, and videos, from your browser, phone, desktop, email, or
wherever you happen to be.
Content hosted on Tumblr: if Tumblr goes down, your site goes down. Most of the time add on to the website.
Tumblr is a platform but also a community, allowing users to share content, interact with others and follow blogs thar are relevant to their
interests
Define objectives: you won‘t be pulling in the the dollars directly via Tumblr, but you‘ll be engaging with them and perhaps building a stronger
base for future business

179. Tumblr - Tumblelogs, the lifestyle
microblogging platform.
Use tumblr for your business:
If you‘re a creative, a blogger or do something in terms of lifestyle, e.g. http://
oscarprgirl.tumblr.com/, http://glamour.tumblr.com/ (+)
Don‘t use tumblr for your business:
If you don‘t have visual or other interesting content (-)

180. The last example picks up Oscar de
la Renta again.

181. The Oscar de la Renta Tumblr, oscarPRgirl,
was created last September in time for Fall
2011′s New York Fashion Week. The Tumblr
account uploaded photos of the show in real-
time as the entire show streamed in the
center of the page. The tumblr blog has very
active users (many likes and rebloggs).

183. OscarPRgirl is represented on the most recent and upcoming platforms
and includes it in existing platforms, like Twitter or even Tumblr.
She has more than 122.000 followers on twitter. Time Magazine included
it in the list of the 140 best twitter feeds in 2012.
OscarPRGirl gives followers an insight into the Oscar de la Renta fashion
house with news, links, Instagram photos, and Youtube videos. It makes
followers feel as if they are part of the Oscar de la Renta PR team.
Instagram photos - btw more than 42.000 followers - will be posted to
tumblr, twitter, facebook (more than 360.000 fans).

185. Summary across all considered
platforms.

186. 1) Invest time on forecasting digital
trends:
Spend a bit of time weekly trying to
predicts trends in web 2.0 and analyzing
your competitors’ actions. It might be
worthwile!

187. 2) Don‘t consider the social media platform
- you plan to hop on - separately. It should
be included in your existing social media
strategy and other existing systems. The
platforms where you‘re represented should
be linked to each other.

188. 3) But you have to ask yourself - Regardless of the
platform, tool, app, community, blog... - if you want to,
if you should hop on each trend.
You have to ask yourself if you‘re able to manage
each platform in a proper and specific way - each
site etc has different requirements in terms of
usage, users, content. If you don‘t have the
ressources to maintain it properly - then don‘t do it!

189. Cheers.