How Big Brands
Are Using Pinterest
Linda Sherman, Callan Green
and Nick Harris

Pinterest Business Overview
Linda Sherman
@LindaSherman

How Pinterest Got Started

Proactive Brand Name Protection
H&M

Proactive Brand Name Protection
Payless Shoes

Transmedia – Fashion Shows
Oscar de la Renta

Transmedia – Trade Shows

Transmedia – Trade Shows

Transmedia – YouTube

Engage Advocates
Curalate Feature Demo

Make Your Site Pinnable

Make Your SKUs Pinnable

Popular Pin

Pinterest Drives Higher $ Per Click
Shopify.com May 2012

First Touch Revenue Source
Convertro for Venture Beat

Driving Sales From Pinterest
Boticca 50,000 visitors from Facebook, 50,000 from Pinterest May 15 – April 15

For More on Pinterest
http://bit.ly/bizpinBWE

Benjamin Moore on Pinterest
Nick Harris
@HarrisNick @Benjamin_Moore

Benjamin Moore on Pinterest

Benjamin Moore Colors

Content Engagement
TOP TEN IMAGES BY IMPRESSIONS
The top pin with the most
engagement is our HC-143 wythe
blue Color of the Year dollop from
our Color Trends board.
We Google tagged the image to lead
back to our e-store Earth & Sky
Color Trends page on March 16th.
The link has been clicked 128
times, with 4.92 pages per visit
and 1:29 time spent on our dot
com.
Your home office picture has been
making a splash on Pinterest too!
11 users have pinned it from
outside sources, 54 repins and 23
likes from our Pinterest page – all
equaling over 5K impressions!

Board Activity Breakdown
Board with most followers Board with most pins, Top image content:
and comments:: repins, and likes:
In comparison to our last slide, these numbers are
from our Pinterest board only, not showing
the domino effect of repins. This image has
19.1K impres sions from our Pinterest page
68 PINS alone.
5,074 FOLLOWERS
1,244 REPINS Top three images are from our Color Trends
22 COMMENTS
195 LIKES board, with the second and third being dollops –
70 repins & 8 likes and 60 repins and 10
likes, respectively.

Competition Monitoring
We have 1506 more
followers than SW, our
closest competitor –
that’s a 149%
increase!
With 296K weekly
impressions, we beat
out SW by 204.5K.
We are truly the paint
leaders on Pinterest,
even after our purging
of non-licensed images.

SONY on Pinterest
Callan Green
@CallanPaola @SonyElectronics

Getting Started: The Process
Pre launch
• Personal use of platform
• Research existing brand pins and community
• Planning of potential boards and user acquisition
• Analysis of assets
Soft launch
• T pins, frequency engagement to develop strategy
est ,
• Grow audience by interacting with brand fans
• Monitor, measure, report out
• Involve and excite employees
• Gain traction with timely boards

Launch and Gaining Traction
Launch
• Utilize other channels to promote
• Blog, Facebook, Twitter
• Increase Pin frequency and board creation to keep momentum
• Outreach to media and bloggers
• Analyze success
Maintaining Momentum
• Ongoing promotion via E-blasts, PR and social
• Creation of content designed specifically for Pinterest audience
• Introduction of new programs (ie Pin Deals)

How Will You Achieve Your Goals
Acquisition
Questions to ask before determining
your strategy Drive Sales
• W are you devoting internal resources to Pinterest?
hy
• How does it tie into your overall business goals?
• How will you measure success?
• How do you want to be viewed on the platform
Branding
• How will you compete for eyeballs?
Sony’s Strategy
• Build community and engage with fans
• Pins and boards focused on driving sales, brand affinity or community acquisition
• Pin relevant content

Results from the First 6 Months
On Pinterest:
• Over 2,300 Brand followers
• 2,500+ re-pins from Sony content
• 1,200+ Likes on Sony Pins
• More than 2,500 Pins from the Sony website
• Most popular board: Commerce driven “Brand new Products”
• Most popular pin: Commerce driven “Pin Deals”
Pinterest to Web
• 800 percent increase in traffic from Pinterest to Sony Store website
• 2.5 times the traffic driven by Twitter to website
• Pin-it button has received more than 10 times the clicks than “Tweet This”
button
• More than 4 million brand impressions (via Curalate dashboard)

Top Pins
Top Pins

Nick Harris @HarrisNick @Benjamin_Moore
Pinterest.com/Benjamin_Moore
Facebook.com/BenjaminMoorePaints
ColorChats.com
Callan Green @CallanPaola @SonyElectronics
Pinterest.com/SonyElectronics
Facebook.com/Sony
Sony.com/Stories
Blog.Sony.com
Linda Sherman @LindaSherman @KauaiTalk
SlideShare.net/LindaSherman
Pinterest.com/KauaiMarketing
Facebook.com/LindaSherman
CourageGroup.com
ItsDifferent4Girls.com
gplus.to/LindaSherman