Welcome to today’s webinar about on how to best use Pinterest for Architects and Designers!
Throughout the webinar, please feel free to take notes. In the interest of everyone’s sanity and concentration, your audio is muted…in other words, we can’t hear you if you’re talking. BUT…You’ll notice a QUESTIONS box on your GoToWebinar Control panel. At any time during the presentation, whenever you have a question or comment…even if it seems like a silly one, simply type your question in the box, and I’ll either address them at that time, or when we get to a pertinent portion of the presentation. After the presentation, you’ll each receive a follow-up e-mail from me. It will contain some good resources on using Pinterest for Businesses, as well as a link to all the slides from this webinar.
First, I’d like to introduce Emily Sandford, our social media marketing expert and principal at Authentically Social a social marketing consulting firm and nationally known blogger. And here’s a drumroll for Emily!
I’m Mandy Gossett, the Marketing Director at Lucas Equine. I’ve been with Lucas Equine for over three years, during which time, I’ve spearheaded our social media strategies, creating a strong presence on Facebook, Pinterest, YouTube, and more. At Lucas Equine, the two primary focuses of our social marketing are engaging our very specific (and very small) demographic (which is comprised of the very top percentage of the equine market). We place focus on being an aspirational brand…the brand of stalls everyone wishes they have…even if they don’t have a barn on their property just yet.
We’ll keep today’s webinar to less than an hour, and we’ll cover:- As an architect or designer…why should I care about Pinterest?Six primary uses of Pinterest for Architects & Designers.Best practices and unwritten rules.And, available analytics for your Pinterest account and what you have to gain.
Since we have a pretty diverse mix…some of you have personal pinterest accounts, some have business pinterest accounts…some are completely new to Pinterest…We’ll start with the basics. What – actually - is Pinterest?It’s an online visual “pinboard” where users can pin ideas and products they find on websites or from other pinners. Infact, one of the original creators of Pinterest was – by trade – an architect. He saw this as a great way to visually organize his thoughts for projects.
Pinterest doesn’t just help people organize their own thoughts. Through a Pin Feed page, it allows users to see the images their friends (or followers) are pinning. Pinned photos spread virally this way. I like an idea that my neighbor pinned, so I pin it to one of my “boards.” My friends see that same image when I pin it, and they – in turn – pin to their boards. You can see how it can grow exponentially.
A vast majority of pinners are using Pinterest to plan projects. And the vast majority of pinners are women. These women are planning their new barn, new home, remodeled kitchen, wedding receptions…heck, they’re probably using it to plan their dinner menu, too. (I know I do.)
Yay! A lot of those people are OUR people. People who are planning design projects.
Since it’s inception three years ago, Pinterest usage has been skyrocketing. There are 25 million active members. 12 million of those are in the U.S.
And these members are hooked. They’re captivated by pinterest…by the visual nature of it. They’re spending an average of 98 minutes per month pinning to their boards.
We know that 70% of Pinterest users visit Pinterest to get inspiration for purchasing decisions. And, because Pinterest’s format is an ideal way to showcase stunning visuals, it’s one reason Pinterest works so well for us as designers. The beautiful photos of your projects are great for inspiring projects…and for directing these users to your firm.
According to Google Double-Click Ad Planner, Pinterest users care about Visual Art & Design 530% more than the average Internet user.
And, finally, I think Businessweek best summed up the number one reason designers and architects should care about Pinterest:“Pinterest is worth $2 billion because its 25 million users are rich, female, and like to spend.”
What is a pin:Starts with a High quality visual (either “pinned” from a web site or uploaded from your computer)It has a web site link…so when a user clicks on this photo, it takes them directly to the web site from which it was pinned.It has a caption, which you will write. The caption should include some searchable key words, give credit to the source (if that’s you, it should include your firm’s name)And, moving back to the top…all pins automatically have a Pin It button (for other users to Re-pin this to their own boards.) They can also “like” the pin, share it with friends via e-mail, Facebook, etc.
So, when thinking about your firm’s marketing…just being on Pinterest is not the ultimate goal. You have to make sure that your investment in Pinterest is working toward a goal that supports your overall marketing strategy or your overall business needs. (I’ll note that while using Pinterest doesn’t require a monetary investment…it does require a time investment.)There are six key ways that architect and design firms can use Pinterest in a beneficial and productive way. I’ll break these various objectives down one by one. Which of these objectives are right for you and your firm will vary person to person or firm to firm. BUT, it’s vital that you decide which objectives you’re hoping to achieve, and make sure that your Pins, your interactions, and the way you set up your Pinterest accounts match your objectives.You can use Pinterest to:Showcase your work…like a viral, online portfolioMarket your brand. Gather personal design inspiration.Share ideas with individual clients…like an online preliminary presentation boardSee your Client’s boards, getting an insight into their thoughts.You can also use it personally to organize your thoughts about a specific project. Especially in the beginning phases.
If one of your Pinterest objectives is to showcase your work, this is one of the easiest and most basic ways to use Pinterest. What you’ll do is Pin photos from your web site. You can also upload photos, but ideally, you want to use photos that link back to your web site.Add a description. As I mentioned earlier, it’s vital that you include a description…not just the standard text that automatically fills in. You want to include your firm name, searchable key words. Include other pertinent comments. You can also include other people or firms who were involved in the project. You can include interesting details about the project. But, you want to make sure your text is still very brief.Now, you’ll watch for re-pins. This is where the viral nature of Pinterest comes in. These re-pins are creating a permanent reference to your site within every board on which the photo is re-pinned.
I know we have several people logged on who do not currently have pinterest accounts. So, here’s a quick sidebar on how to pin. There are essentially three ways you can Pin.
Another objective for your firm could be Using Pinterest to Market Your Specific Brand or your Brand PositioningFor example, one way we position our brand is that our stalls are smartly designed with many features actually integrated into the stall design.So…we have a board called “Smart Horse Stall Ideas.”Other ways you may be positioning your brand through your boards is highlighting boards on Green Design, Barn Ideas, Carriage Houses, The Equestrian Lifestyle.Use the way you organize your boards to help the Pinterest user understand what your brand stands for.
Other wonderful objective for your pinterest use can be to gather personal design inspiration.Our stall designers visit Pinterestevery day for inspiration. We all take the first 10 minutes of the day…while we’re having our morning coffee, to check Pinterest. In our pin feeds, we each see the latest pins from people and organizations we followFollow designers you admire. You can follow fellow architects, equine publications, design publication, competitors, vendors who have creative products. And, you don’t have to just follow design-related pinners. We all know that inspiration can come from some pretty interesting and surprising sources. Look for pinners who post creative ideas or innovative products you may want to use. Our stall designers get ideas for hinges, latches, swiveling panels from following a wide a variety of pinners.
Some people use Pinterest to share ideas with clients. This is a tricky one for a few reasons.Here’s how it works. You can create a pinboard for a specific client to help them narrow down their ideas at the beginning of a project. The board you’re seeing now is a landscape designer helping a client find the elements they prefer for a backyard re-design. However – it’s important to note that your boards are viewable to everyone, unless you make them a SECRET board. You can only have 3 secret boards per account. So, this use of pinterest may or may not fit within your Pinterest strategy.
You can use pinterest as a way to see into a client’s mind. Well, sort of. You can see into their boards….which is kind of the same thing.Your clients are already creating pinterest boards of their design ideas even before they meet with you the first time. It can be the modern version of all those torn-out magazine pages and binders your clients bring in. By following your clients’ boards, you can have a sort of visual conversation…seeing designs and features the client pins as they pin them.
From a personal standpoint – you can use Pinterest to organize your own thoughts.We’re all always thinking of design ideas…and inspiration doesn’t always strike when you’re sitting at your desk with a client’s project folder within reach. You can use Pinterest to keep your ideas and resources together (in a visual way) on boards for each project.This allows you to pin thoughts and visuals you see online anytime…even when you’re sitting on the couch with your iPad.You can also use it to organize your own sources. Because your pins will have the original link back to the source web site, you won’t be thinking “now where did I see that finial I liked for the Johnson project?”But again, remember that you can only have three secret boards per account.
Go ahead and write down any of these objectives you think suit your firm or personal needs.
The key objectives you selected in the previous slide are going to dictate how you set up your Pinterest account.There are two types of Pinterest accounts: Business Account and Personal Account.If you set up a Business Account in the name of your firm, you’re going to get some key branding opportunities, it will generate leads as people find your pins for their their projects, and it drives traffic directly to your web site from your pins.If you set up a Personal Account, you’ll find that you can pin inspirations and other items that won’t distract from your overall brand image. It’s a way you can collect your personal thoughts and find inspiration without broadcasting it to all the followers of your brand. You can use your secret boards for your projects.There’s no right way to arrange your accounts, but you’ll see by weighing your objectives here, if the scale tips toward one type of account or another.
Today, 9% of our web site traffic comes from Pinterest. This is pretty significant, considering that it’s a relatively new (and free) web site. At Lucas Equine, we use a combination of account types. We have a Lucas Equine Business Account, where we showcase our work. We pins photos that support our brand image and link back to our web site. We each also have personal accounts, where we follow designers who inspire us individually, we each manage our own public boards and secret boards.
The viral nature of Pins are one of the most exciting things about Pinterest.In fact, More than 75% of images on Pinterest are re-pins.Re-pins not only stay in your follower’s board, it spreads to HIS or HER followers, too.
Welcome to today’s webinar about on how to best use Pinterest for Architects and Designers!
Take notesType in yourquestionsWatch forfollow-upmaterials
I’m an expert in social media, with 10 years of experience in brand management,product management, and social media strategies.Social media consultant, marketer, blogger, writer, and online community manager.
I’m a marketer for horse stall design and manufacturing firm Lucas EquineEquipment.Lucas Equine social marketing focus:Engaging our specific demographic and being an aspirational brand.
Why should I careabout Pinterest?Pinterest uses forArchitects & DesignersBest practices andunwritten rulesAnalytics & what youhave to gain
Pinners follow other Pinterest users to see theimages their friends are pinning. Pinned photoscan spread virally this way.
New Barn, New Home, Remodeling Ideas, Wedding, Recipes, etc.
98 minutesper month isthe averagetime usersspend “pinning”to their boards.
The focus on stunning visuals is one reasonvisit Pinterest to get inspiration for purchasing decisions.70% of users
530%morehow much more Pinterest users care aboutVisual Art & Design than the avg. Internet user
Pinterest isworth $2 billionbecause its 25million users arerich, female, andlike to spend.“”Businessweek, February 28, 2013
High qualityvisualWeb site linkCaption with keywords and creditRe-pin and socialshare options
Best Uses of PinterestSHOWCASEYOUR WORKMARKETYOUR BRANDGATHERINSPIRATIONSHARE IDEASWITH CLIENTSSEE CLIENTS’ BOARDSORGANIZEYOUR THOUGHTS
Showcasing your work.Pin Photos:Link to yourweb siteAdd adescription:Firm name +searchable keywordsInclude otherpertinentcommentsWatch forre-pins:They create apermanentreference toyour site
SIDEBAR…HOW TO PIN:On Pinterest,Click the “+”or “Add”button in thetoolbarGet the Pin Itbutton bygoing to“About”, then“Goodies”drag thebutton to yourtoolbar.Get thePinterestmobile app foryour iPhoneor iPad.
Market your brand.Create boards thatare in line with yourfirm’s brand &expertiseExamples:GreenDesignBarnIdeasCarriageHousesEquestrianLifestyle
Gather inspiration. Our stall designersvisit Pinterest everyday for inspiration. Follow designers youadmire. Look for pinners whopost creative ideas orinnovative productsyou may want to use.Inspiration!Competitors& VendorsPublicationsFellowDesigners
Share ideas withclients.Note: Boards are viewable byeveryone, unless you makethem a “Secret” board. You cancurrently only have 3 secretboards.You can pin or upload photos forboards to share with clients.
More About Secret BoardsWhen adding a new board,you can switch the secretsetting to YES. But, you can’tmake an existing public boardsecret.You can make a secret boardpublic…but you can’t change itBACK to secret.You can invite people to asecret board. Just enter theirname under “Who Can Pin?”in the board settings.You must be following one ofthe person’s boards in order toinvite him/her.SIDEBAR…
See clients’ boards. You can follow clients boards to see their ideas. It’s the modern version of the binder of torn-out magazine pages.Your clients are likelyalready creatingPINTERESTBOARDSof their design ideaseven before they meetwith you the first time.MAGAZINE TEAR SHEETS
Organize yourthoughts.COLLECTKeep your ideas (andresources) together on boardsfor each project.PIN ANYTIMEPin your thoughts on latches,hinges, or design styles fromyour iPhone, desktop, or iPadanytime.ORGANIZE YOUR SOURCESHaving the link back to theoriginal source keeps you fromthinking, “now where did I seethat finial I liked?”
ShowcaseWorkMarketYour BrandInspirationShare withClientsSeeClients’BoardsOrganizeThoughtsHow do youwant to usePinterest? Think about this beforeyou get started. Your overall goals willdictate how you set upyour Pinterest accounts.
How Lucas Equine usesPinterest. About 9% of our website traffic comes fromPinterest. We showcase our work. Our stall designers visitPinterest for designinspiration and to pinproduct options/sources.
How your pins spread. More than 75% ofimages on Pinterestare re-pins. Re-pins not only stayin your follower’sboard, it spreads toHIS or HERfollowers, too.Re-Pins = Success
Best practices.MAKE IT HABITSet a regular time to checkPinterest and to post toPinterestFREQUENCYPost on a regular basis. Yourfrequency depends on yourfirm’s needs and capacity.LEARN FROM ANALYTICSWatch your analytics reports tosee what followers like basedon their re-pins.COMPLETE YOUR PROFILEMake sure your company orpersonal profile is complete,with a main image, companydescription, board descriptions,contact information, and website link.
Maximize your Pinterest IMPACT.Maximize your Pinterest EFFICIENCY.Tips from the Pros
Finding Followers Integrate Pinterest: Share on Facebook (Woobox) Email signature Pin It button on website Include on ads or direct mail
Pinterest Considerations Remember your overall goal(MDA) Consider the source of pins Pinterest is a conversation asmuch as a promotion tool:keyword searches, repins,comments Timing and scheduling of pins isimportant – don’t flood the feeds Develop an analytics systemand monitor regularly foreffectiveness
Put Your Ears On PinAlerts.com Free tool Alerts you via emailwhen someone pinssomething from yourwebsite.
Tools: Repinly• Repinly.com• Popular pins overall• Popular pins fromspecific categories(home décor,products, design)• Top pinners
ResourcesCHECK YOUR E-MAILYou’ll receive a follow-up e-mailfrom Lucas Equine with tips onhow to get started.REVIEW THESE SLIDESThese presentation slides areavailable online.HTTP://BUSINESS.PINTEREST.COMGet info on Analytics, the Pin Itbutton, widgets, the Pinterestprinciples, and case studies ofsuccessful business Pintereststrategies.CALL MANDY AT LUCAS EQUINEAs partners in the equine anddesign industries, we’re happyto share our knowledge. Callme to get help setting up youraccount.