Pinterest, Instagram, and Creating a Visual Online Brand


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Social Media Breakfast North Shore is led by Ari Herzog and brings together entrepreneurs, marketers, and web geeks for a morning of professional development and sharing of social media ideas and insights. Our 7th breakfast occurs at Cygnet Confections in Peabody and features a presentation by Julia Campbell, President of J Campbell Social Marketing. SMBNS 7: Pinterest, Instagram, and Creating a Visual Online Brand, Tuesday, May 28, 2013 @ 8 a.m., Cygnet Confections, 139 Lynnfield Street, Suite 101, Newhall Crossing, Peabody
Online marketing is visual. If you are not telling your story to your customers in a visual way, you may be ignored or left behind. Julia will discuss the benefits of using Instagram and Pinterest for your business and the ways these two visual social media platforms can help you connect with existing customers and get in front of new ones.
Anyone who takes pictures of our event at the bakery and shares them across social networking channels may be eligible for a special discount! Our hashtag for this event is #smbns.

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Pinterest, Instagram, and Creating a Visual Online Brand

  1. 1. Julia CampbellPresident/CEO of J Campbell Social Marketinghttp://www.jcsocialmarketing.comSocial Media Breakfast North ShoreMay 28, 2013@JuliaCSocial #SMBNS @CygnetConfectio
  2. 2. Takeaways From Today 3 reasons why your business needs to exploreusing Pinterest & Instagram Getting started on Pinterest & Instagram 10 tips for effectively using Pinterest &Instagram Best practices and concrete examples frombusinesses who are succeeding with Pinterest &Instagram Resources for more information@JuliaCSocial #SMBNS @CygnetConfectio
  3. 3. It’s All About The Visual On Facebook, videos are shared 12Xmore than links and text posts combined. On Facebook, photos are liked 2Xmore than text updates. 36% of all shared links on Twitter arephotos. 42% of all Tumblr posts are photos. On YouTube, 100 million users aretaking a social action on videos everyweek. Photo and video posts on Pinterestare referring more traffic thanTwitter, StumbleUpon, LinkedIn, andGoogle+. Source: #SMBNS @CygnetConfectio
  4. 4. 3 Reasons To Listen1) Popularity and growth. Pinterest has almost caught up with Twitter in termsof adult U.S. Internet users (15% compared toTwitter’s 16%). Pinterest has more than 25 million monthlyunique visitors. Instagram has 100 million monthly active users. 40 million photos are posted per day. There are 8,500 likes per second on Instagram. All statistics taken from the Pew Internet & American Life Project ( #SMBNS @CygnetConfectio
  5. 5. 3 Reasons To Listen2) Different culture. No advertisements (yet). Pinterest is aspirational, not of-the-moment. It is also transactional, not relational likeFacebook, Twitter. Instagram culture isdifferent - people areleaving Facebook andTwitter for thesimple and streamlinednature.@JuliaCSocial #SMBNS @CygnetConfectio
  6. 6. 3 Reasons To Listen3) Pins and photos last longer. Pinterest pins and Instagram photos have a shelflife of over one week! Life of a tweet is 5-25 minutes; 80 minutes for aFacebook post. People pin photos on Pinterest to share withfriends, to collect and to save for later. Instagram users review old photos and look atthe profile of the person as a whole.@JuliaCSocial #SMBNS @CygnetConfectio
  7. 7. What is Pinterest? “Pinterest is a tool for collecting and organizing things youlove.” People use it to make wish lists, plan trips, organizeevents, start collections, interior decorating, plan projects@JuliaCSocial #SMBNS @CygnetConfectio
  8. 8. What is Instagram? “Instagram is a fun and quirky way to share your life withfriends through a series of pictures. Snap a photo withyour mobile phone, then choose a filter to transform theimage into a memory to keep around forever.”@JuliaCSocial #SMBNS @CygnetConfectio
  9. 9. Why do marketers love them?What we pin or photographreflects what we desire,what moves us, who wewant to be.Pinterest & Instagram arevisual storytelling for yourbrand, rather than off-the-cuff, in-the-momentstatements of what we arethinking or where we arehanging out.@JuliaCSocial #SMBNS @CygnetConfectio
  10. 10. Getting Started - Pinterest Pinterest Business Pages vs. Personal Profiles New Pinterest TOS asks businesses to set up a BusinessPage, if you are promoting any type of commercialactivity or selling anything. You can convert your existing Personal Profile to aBusiness Page. Must convert entire Profile; you can’tconvert individual boards. You can create a new account #SMBNS @CygnetConfectio
  11. 11. Getting Started - Pinterest Strategically fill out the About Ussection. Use keywords, think of how peoplewould search for you and yourcause. Verify your website. Link to Facebook, Twitter – Go toSettings, Social Networks. NOTE: You cannot connect yourPinterest account to a FacebookBusiness Page. YET.@JuliaCSocial #SMBNS @CygnetConfectio
  12. 12. Getting Started - Instagram Using your smartphone, sign up for a free Instagramaccount and choose a username that represents yourbrand. (There is only one type of account.) Add a profile photo, biography and link to yourwebsite.@JuliaCSocial #SMBNS @CygnetConfectio
  13. 13. 10 Tips for Success1) On Pinterest, experiment with tall, infographic-style graphics to get more engagement. Taller images get more re-pins. (Dan Zarella, Likeable Media, 2013)@JuliaCSocial #SMBNS @CygnetConfectio
  14. 14. 10 Tips for Success2) Keep captions/descriptions to 100-200 characters. Including text is helpful for search engines and for users– it provides context. Shorter on Instagram.(Dan Zarella, LikeableMedia, 2013)@JuliaCSocial #SMBNS @CygnetConfectio
  15. 15. 10 Tips for Success3) Use hashtags! Especially key on Instagram! Posts that include hashtags have much higherengagement than those that do not. Type your #hashtag in the Caption field (example: #beach) If you want to tag a photo youve already uploaded, justinclude your #hashtag in the Comment section. After you tag your photo with a hashtag, youll be able totap on the hashtag to see a page that shows all photos usershave uploaded with that hashtag. #SMBNS @CygnetConfectio
  16. 16. 10 Tips for Success4) Use “top-performing”hashtags. Not clear if#followforfollow leads tohigh quality followers.(Dan Zarella, Likeable Media, 2013)@JuliaCSocial #SMBNS @CygnetConfectio
  17. 17. 10 Tips for Success5) Experiment with makingimages showingsomething people canaspire to, be, or create. Most pinned words –“love”, “favorite”, “home”(Dan Zarella, Likeable Media, 2013)@JuliaCSocial #SMBNS @CygnetConfectio
  18. 18. 10 Tips for Success6) Do not just re-pin other people’s stuff! 80% of people on Pinterest are just re-pinning! To get results for your business, you must focus onoriginal content that links back to your website. To get ROI from Pinterest: Link back to your website or blog Link to your email opt-in page Link to your product page Link to your YouTube channel@JuliaCSocial #SMBNS @CygnetConfectio
  19. 19. 10 Tips for Success7) Pin and post images with textoverlay. Inspiring quotes Use your imagesand inlay text over them. Make sure they link directly toyour blog posts or website!! Use PicMonkey(www.pickmonkey.c0m) to easilyedit photos. Use Quozio ( make quotes or text to go witha blog post@JuliaCSocial #SMBNS @CygnetConfectio
  20. 20. 10 Tips for Success8) Hold contests to increase engagement. Sony example – Fans were instructed to follow themon Instagram, post pictures of anything thatrepresents “love” with the hashtag #sonylove (so theycould easily find the photos). One person at random was chosenevery day to win a $50 Sony Storegift card. #Pinittowinit contests on Pinterest@JuliaCSocial #SMBNS @CygnetConfectio
  21. 21. 10 Tips for Success9) Show that you are human. Do not just take photos of yourmarketing materials. Do not just post about yourproducts. Do not just pin your products. Get creative!! The best photo streams are full ofinteresting content. #SMBNS @CygnetConfectio
  22. 22. 10 Tips for Success10) Always follow the Social Media Rules – it’s notabout you, it’s about your customers. The best brands using social media have learned what’strue of success on any social network: It’s about being interesting, not about pushing products. Get past the inherent inclination to SELL! “What are they interested in?” NOT “What do I want tosell to them?” Chances are, they like you, but they are interested inmore than just your products!@JuliaCSocial #SMBNS @CygnetConfectio
  23. 23. Rogue AlesInstagram - Craft brewery based in Newport, OR 10,913 Instagram followers They show off their beer selection, feature theircustomers, show behind-the-scenes photos of howthey make their ales@JuliaCSocial #SMBNS @CygnetConfectio
  24. 24. Oliver WineryInstagram - Based in Bloomingtin, Indiana 643 Instagram followers They take followersthrough the bottlingprocess Collage apps likePicStitch or PhotoGrid@JuliaCSocial #SMBNS @CygnetConfectio
  25. 25. Plum Consignment Plum Consignment - Beverly, MA consignment boutique They always use the same filter for consistency. They are engaging; you know there is a humanbehind the account. Pam is always posting new, fresh stuff.@JuliaCSocial #SMBNS @CygnetConfectio
  26. 26. My Wish List Atomic Café Half-Baked Café Babe Boutique Casa de Moda Winfrey’s Fudge & Chocolates Cygnet Confections@JuliaCSocial #SMBNS @CygnetConfectio
  27. 27. Pro Tips - Pinterest Find out who’s pinning your stuff! Go to to set up aPinterest tab and put it on your Facebook Page! Analytics and Scheduling – check out: Pinster – Reachli (formerly Pinerly) – Pingraphy – #SMBNS @CygnetConfectio
  28. 28. Pro Tips - Instagram SumAll - Nitrogram - Analytics – check out: Statigram – Put a tab on Facebook Look at metrics Host an Instagram contest Can integrate with Hootsuite and other dashboards@JuliaCSocial #SMBNS @CygnetConfectio
  29. 29. What Should I Pin? A list of 102 Things to Pinon Pinterest is at: #SMBNS @CygnetConfectio
  30. 30. Resources Pinterest Insider - Mashable – Social Media Examiner – Sue Zimmerman - #SMBNS @CygnetConfectio
  31. 31. Questions? Feedback? Tweet questions (@JuliaCSocial) or post them on myFacebook Wall: #SMBNS @CygnetConfectio