This document provides an overview of Pinterest and how it can be used for B2B marketing. Pinterest allows users to curate images and videos into boards on specific topics. While traditionally used more by women for things like home design, crafts and fashion, some big brands have started using it successfully to showcase their products and culture. For B2B companies, it's important to post high-quality, inspiring visual content that represents the brand rather than just advertising products. Pinterest users enjoy discovering new topics through others' boards, so content should allow people to find a company interesting rather than directly pushing messages.

1. Quick Intro to
and thoughts for B2B

2. What is it?
Virtual pin boards
• Lets you organise and
share images and movies
you find on the web or
upload.
• People use pinboards to
curate images of things
they like into niche groups.
• Many use it to organise
weddings, collect recipes
and design homes….in
their heads

3. The opposite of Facebook
Not what I am doing now – It’s what I wish I was doing
It is aspirational

4. How else can I use it?
• You can browse
pinboards created by
other people.
• To discover new things
and get inspiration
from people who share
your interests.
• Create groups and
contribute to others
groups
I LOVE this!!!

5. Connects people through
shared interests and interesting imagery

6. What you won’t find
• Foursquare*
• Status updates*
• Applications*
• Mafia Wars*
• Spam*
• Many men*
*Some commentators say this is why people, especially women, are sharing more

7. What you will find
• Craft
• Female fashion
• Food
• Cats (and dogs)
• Mostly women
(83% female in USA)

8. What sort of images?
• Iconic
• Cool
• Funny
• Sharp
• Clever
• Creative
• Well taken photos
• Brilliantly created graphics

9. User demographics
between USA and UK
vary considerably.
Source http://visual.ly/pinterest-usa-vs-uk

10. Some more stats
• 10m users, 2m active each day (USA)
• Growing at 145% in 2012
• Users spend 72 mins a day
• More referral traffic than YouTube + LinkedIn + Google+
• 80% of pins are re-pins, meaning it is viral
• Appears to be more sticky that Twitter (keeps users)
http://www.slideshare.net/gregfromparis/pinterest-for-business

11. (followers)
Big brands?
• Etsy (53,784)
• Real Simple (34,517)
• HGTV (17,824)
Do you spot anything here?
• Nordstrom (9,886)
• West Elm (11,547)
• ModCloth (11,813)
• Whole Foods (14,217)
• Better Homes and Gardens (15,127)
• Kate Spade (16,371)
http://www.prdaily.com/Main/Articles/10905.aspx

12. So what does this mean for B2B business?
Most content B2B produce is not visual
This is the sort of thing you find when searching for IBM

13. ..and this
http://pinterest.com/ryan_locke/ibm/

14. But not this
*yawn*

15. Yikes!

16. Good Example
See what I did there?
Getting it
right, not just
broadcasting
http://pinterest.com/generalelectric/

17. Awesome
1288 followers!
http://pinterest.com/generalelectric/badass-machines/

18. Thoughts on B2B use
• Great for capturing your • Don’t just use Pinterest to
brand identity and spirit build your social world
• Promote the things your • Don’t use it to advertise
brand stands for • Don’t push your products
• Find who is sharing your • Stock footage won’t cut it
content
• Put imagery into your
communication plan
• Crowdsource using shared
groups
• Play with it

19. Big tip
It’s more about allowing people to find your content interesting than being
active and pushing a message.. Pushing a message will fail.
You don’t decide what is interesting, the community does.
If something needs pushing, it ain’t viral.
Remember this guy? He isn’t from IBM.
http://pinterest.com/ryan_locke/ibm/

20. Using Pinterest

21. Pin Etiquette
• Be nice
• Credit your sources
• Avoid self promotion
• Report objectionable material
• Tell us how to make it better
http://pinterest.com/about/etiquette/

22. When you find something you like..
Use the “Pin it” button

23. 1. Click the “Pin it” button in your browser
toolbar Adding a pin
2. Select the image
4. Looks like this
3. Select which board to pin it to,
add a description

24. Closer look
at a pin
‘Repin’ it to your own board Clicking image takes
and/or ‘Like’ it you to the original
page – which is where
it can drive traffic to
your website
Visitors can comment.. duh
Who originally pinned it
Who else pinned this? You might
like to follow them or one of their
boards – get connected

25. Source
How to master Pinterest for B2B marketing
Pinterest for Business
Why Pinterest is Addictive
17 Stats about Pinterest