SlideShare a Scribd company logo
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

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Pinterest for Big Brands

  • 1. How Big Brands Are Using Pinterest Linda Sherman, Callan Green and Nick Harris
  • 2. Pinterest Business Overview Linda Sherman @LindaSherman
  • 4. Proactive Brand Name Protection H&M
  • 5. Proactive Brand Name Protection Payless Shoes
  • 6. Transmedia – Fashion Shows Oscar de la Renta
  • 10. Engage Advocates Curalate Feature Demo
  • 11. Make Your Site Pinnable
  • 12. Make Your SKUs Pinnable
  • 14. Pinterest Drives Higher $ Per Click Shopify.com May 2012
  • 15. First Touch Revenue Source Convertro for Venture Beat
  • 16. Driving Sales From Pinterest Boticca 50,000 visitors from Facebook, 50,000 from Pinterest May 15 – April 15
  • 17. For More on Pinterest http://bit.ly/bizpinBWE
  • 18. Benjamin Moore on Pinterest Nick Harris @HarrisNick @Benjamin_Moore
  • 19. Benjamin Moore on Pinterest
  • 21. 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!
  • 22. 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.
  • 23. 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.
  • 24. SONY on Pinterest Callan Green @CallanPaola @SonyElectronics
  • 25. 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
  • 26. 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)
  • 27. 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
  • 28. 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)
  • 29. Top Pins Top Pins
  • 30. 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