Is Pinterest Right for My B2B Marketing?
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Workshop session on Pinterest delivered at the B2B Marketing Annual Conference in London, 1st November 2012. Presentation delivered by Andy Bargery of Klaxon.
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Is Pinterest Right for My B2B Marketing?
- 1. Delivered by Andy Bargery at B2B Marketing Conference. London, November 2012
- 2. Key Learnings Pinterest: The Basics for B2B Marketers Assess if Pinterest is Right for You Ideas for Integrating Pinterest Overview: Copyright & IP Issues
- 4. Pinterest: The Basics for B2B Marketers
- 6. Show of hands Pinterest Profile
- 7. Introduction to Pinterest Bookmarking and sharing images Collections known as Boards Group Boards Re-pin images from other boards Follow and be-followed Great source of web traffic
- 8. Pinterest Membership Graphs & Statistics from Google Ad Planner http://bit.ly/adplannerforpi nterest
- 9. Pinterest Membership Graphs & Statistics from Google Ad Planner http://bit.ly/adplannerforpi nterest
- 10. Statistics 12m US users and 200k UK users 83% of US users are female vs 44% female UK 80% of pins are repins 21.2m subscribers (Jul 13, 75% growth this year) 400% month on month growth Extra reading: http://bit.ly/pinterestforb2b
- 11. Assessing if Pinterest is Right for You
- 12. Checklist Social Media Policy? Audience on Pinterest? Content marketing plan? Image assets? Resource & authority? Track & measure? Post click?
- 14. Product Launch Objective: • launch business tablet computer • ATL, sales promo, PR, event, email, Marcoms: social • product specs & Content: images, infographic, video, presentatio ns, webinar • ID influencers (see Pinalytics), share Pinterest: images, promote events / webinars
- 15. Pinalytics
- 16. Events Objective: • Amplify event impact online Content: • Create, capture, share Cross • Microsite, website, ebooks, promote: webinars, other events Example: • GE Lighting
- 18. Corporate Comms • Demonstrate community Objective: involvement • Original photography, videos, Content: campaign creative • Traffic to landing page, Measures: participation in events Example • FedEx
- 19. B2B Examples Hubspot Marketo Campaign Monitor Constant Contact FedEx Dell
- 20. Pinterest Best Practice Detailed profile Use hashtags and @tags Detailed descriptions on pins Think SEO Follow influencers Comment interaction Create group boards Always credit image owners / source Use a photographer
- 21. Overview: Copyright & IP Issues
- 22. Pinterest Terms of Service “you grant us a non-exclusive, royalty-free, transferable, sublicensable, worldwide license to use, display, reproduce, re-pin, modify (e.g., re- format), re-arrange, and distribute your User Content on Pinterest for the purposes of operating and providing the Service(s) to you and to our other Users. Nothing in these Terms shall restrict Pinterest’s rights under separate licenses to User Content.”
- 23. Pinterest Terms of Service “you grant us a non-exclusive, royalty-free, transferable, sublicensable, worldwide license to use, display, reproduce, re-pin, modify (e.g., re- format), re-arrange, and distribute your User Content on Pinterest for the purposes of operating and providing the Service(s) to you and to our other Users. Nothing in these Terms shall restrict Pinterest’s rights under separate licenses to User Content.”
- 25. Thanks Andy Bargery Director Klaxon Telephone: +44 (0)20 7193 6627 Mobile: +44 (0)7951 025 029 Email: andybargery@klaxonmarketing.co.uk Twitter: @andybargery Blog: http://www.klaxonmarketing.co.uk/blog
Editor's Notes
- In the next 30-40 minutes I hope you will pick up these key learningsFirst of all, we’re going to look at the basics right. What is Pinterest, what can you do with it, who’s using it already in B2B?Then we’ll look at a simple checklist to help you assess if Pinterest is right for your business. Starting with whether or not you have a social media policy in place.We’ll follow that up with some ideas for how to integrate Pinterest in to your mix and some ideas for measurement. Last but not least we’ll cover the copyright and IP issues associated with Pinterest. Massive caveat here, my lawyer insists I tell you I’m not a lawyer and cannot give legal advice. However, you can reach him on…. Hold on, surely I need an affiliate link or something in there.
- To help me get a feel for whose in the room, can we do a quick survey. Raise your hands if you work in….Technology / ITProfessional ServicesManufacturingOther 1Other 2Who’s using Pinterest already for their marketing? So roughly….
- Bookmarking and sharing images – those you find online and those you uploadAlso Youtube video tooCollections known as BoardsGroup BoardsYour imagesImages from around the webRe-pin images from other boardsFollow and be-followedSource of great traffic (for consumer marketers at least, it remains to be seen for b2b) Comscore stats released for September 12 puts Pinterest in the top 50 global websites at 25m visits, but this is behind Instagram, Tumblr, Twitter, Linkedin and facebook. Other photo sharing platforms: Instagram, Flickr, Tumblr, Facebook, Picasso, Photobucket….http://www.delicious.com/andybargery/tag_bundle/Pinterest%20for%20B2B%20Marketing
- 55% fit into the 25 – 44 age bracket22% have completed bachelors or post graduate educationOther websites of interest to Pinterest users include: Etsy, sixsistsersstuff.com, plainchicken.com, allwomensstuff.com
- Visual.ly Infographic http://visual.ly/pinterest-usa-vs-ukDecember 2011 dataUK interests: VC, Web Stats 7 Analysis, SEO, Marketing, PR80% of pins are repins – opportunity for massive amplificationhttp://www.searchenginejournal.com/pinterestingly-enough-interesting-pinterest-stats/45328/#
- Do we have a social media policy in place? Is my target audience is on Pinterest? In their work capacity? Do some searches around your keywords and fine out if there is any traffic Do we have a content marketing plan? Do we have some original image assets to use?e.g. product images, event photographs, infographics, ebook covers, concepts. Do we have the resource and authority to manage engagement on Pinterest? Do I have the ability to track traffic to a landing page and monitor goal conversions?
- Likely to be relevant for any product targeting an image conscious market.Assumptions: product, channels & propositions ready
- Likely to be relevant for any product targeting an image conscious market.Assumptions: product, channels & propositions ready
- Visual.ly Infographic http://visual.ly/pinterest-usa-vs-ukDecember 2011 data80% of pins are repins – opportunity for massive amplificationhttp://www.searchenginejournal.com/pinterestingly-enough-interesting-pinterest-stats/45328/#
- Curation can lead to amplification of existing online assets
- Hubspot – blog traffic, promote events and webinars, show company culture, promote ebooks and other resources. 6,600 followers and following 1,700. ROI? Campaign Monitor – show off their HTML newsletter galleries, inspire designers to use their email marketing platform. Single board, very focused. Dell – product, infographic and advisory content. Not a lot of volume or many followersConstant Contact – design inspiration, infographics, how tos, best practice guides, company culture. 1,700 followers. Marketo – FedEx – telling a story ofCommunity Involvement around the FedEx brand. More of a positioning exercise.
- Think SEO – keywords in profile, keywords in descriptionsDetailed profile & link to other social profilesResearch rom Hubspot found:200 words in the description field encourages maximum repinsImages around 800 pixels high, receive mroerepins (so that’s infographics then)Cross promote your Pinterest profileCreative Board titlesFor copyright, always credit the source and photographer, use creative commons where necessary.