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V 2.1




                                                                           An opportunity for
                                                                          brands ? Or another
                                                                           social media fad ?

                                          Helping companies
                                             to understand
                                                                                   A	
  quick	
  summary	
  about	
  Pinterest.com	
  for	
  	
  	
  	
  	
  	
  
                                          the future of digital                     brands	
  &	
  marketers	
  :	
  figures,	
  principles,	
  
                           Version	
  2.1	
  par	
  Emmanuel	
  Vivier	
  &	
  Jean	
  Noel	
  Chaintreuil	
  |	
  +33	
  6	
  11	
  62	
  37	
  94	
  |	
  emmanuel.vivier@hubinsBtute.com

   ©HUB	
  InsBtute.	
  	
  All	
  rights	
  reserved	
  .	
                                                                                                                     www.hubinsBtute.com	
  ›   	
  
 



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  ©	
  HUBinsBtute.com	
                                                 2
 1.	
  WHAT	
  IS	
  PINTEREST	
  ?
   What	
  is	
  a	
  ”pinboard-­‐styled	
  social	
  photo	
  sharing	
  website”?



                                                                                      3
What	
  is	
  Pinterest?
Pinterest	
  is	
  a	
  Virtual	
  Pinboard.

•        Pinterest	
  lets	
  you	
  organize	
  and	
  
         share	
  all	
  the	
  beau1ful	
  things	
  you	
  
         find	
  on	
  the	
  web	
  =	
  an	
  InformaBon	
  
         Gathering	
  Tool	
  	
  =	
  a	
  cura1on	
  
         pla8orm	
  .	
  People	
  use	
  pinboards	
  to	
  
         plan	
  their	
  weddings,	
  decorate	
  their	
  
         homes,	
  and	
  organize	
  their	
  favorite	
  
         recipes.
         Best	
  of	
  all,	
  you	
  can	
  browse	
  
                                                                    •   Pinterest’s	
  goal	
  is	
  to	
  connect	
  everyone	
  in	
  the	
  
         pinboards	
  created	
  by	
  other	
  people.	
               world	
  through	
  the	
  'things'	
  they	
  find	
  
         Browsing	
  pinboards	
  is	
  a	
  fun	
  way	
  to	
         interesBng.	
  They	
  think	
  that	
  a	
  favorite	
  book,	
  
                                                                        toy,	
  or	
  recipe	
  can	
  reveal	
  a	
  common	
  link	
  
         discover	
  new	
  things	
  and	
  get	
                      between	
  two	
  people.	
  
         inspiraBon	
  from	
  people	
  who	
  share	
             •   With	
  millions	
  of	
  new	
  pins	
  added	
  every	
  week,	
  
         your	
  interests.	
                                           Pinterest	
  is	
  connecBng	
  people	
  all	
  over	
  the	
  
                                                                        world	
  based	
  on	
  shared	
  tastes	
  and	
  interests.	
  

	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                          4
What	
  is	
  Pinterest?
	
  What	
  Can	
  You	
  Do	
  with	
  Pinterest?
•         Redecorate	
  your	
  Home!	
  Joy	
  uses	
  Pinterest	
  to	
  save	
  decoraBng	
  
                                           	
  
          ideas	
  for	
  her	
  new	
  home	
  in	
  LA.	
  She	
  saves	
  paYerns,	
  furniture,	
  and	
  
          accessories	
  that	
  catch	
  her	
  eye.

                                           •     Plan	
  a	
  Wedding!	
  Divya	
  and	
  Ben	
  use	
  Pinterest	
  to	
  plan	
  their	
  
                                                 wedding.	
  Their	
  Moms	
  can	
  leave	
  comments	
  about	
  the	
  dresses,	
  
                                                 flowers,	
  and	
  Bes	
  they	
  pin	
  up


•         Find	
  your	
  Style!	
  Tim	
  uses	
  Pinterest	
  to	
  share	
  his	
  personal	
  style.	
  He	
  
          pins	
  clothing,	
  shoes	
  and	
  accessories	
  he	
  finds	
  while	
  browsing	
  stores	
  
          and	
  fashion	
  blogs.


                                           •     Save	
  your	
  Inspira1ons!	
  Sha	
  uses	
  Pinterest	
  to	
  save	
  design	
  
                                                 inspiraBons	
  for	
  his	
  job.	
  He	
  can	
  reference	
  inspiring	
  design	
  work	
  
                                                 to	
  share	
  with	
  his	
  team	
  at	
  Trulia.

	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                         5
What	
  is	
  Pinterest?
Pinterest	
  vs	
  the	
  other	
  social	
  plalorms	
  :	
  

                                       FRIE
                                           NDS
                                                                                 Pinterest is not replacing
                                        LINKS                                    the existing tools.
                                                                                 It offer complementary
                                                                                 functionalities.
                                       OBJECTS


                                                                                 Like a twitter with pictures,
                                       PHOTOS                                    or the 2.0 version of a
                                                                                 Netvibes, it mainly appeals
                                                                                 to women thanks to its user
                                         CVs
                                                                                 friendly interface and visual
                                                                                 appeal.
                                            TS
                                        SPO      Source : Chart from luc legay



	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                               6
hYp://en.wikipedia.org/wiki/Pinterest



Who	
  is	
  behind	
  Pinterest?
A	
  few	
  facts
History                                                                                     Company	
  facts
•         Dec	
  2009	
  	
  :	
  Development	
  of	
  Pinterest	
  started                 •   The	
  startup	
  has	
  19	
  employee	
  
•         March	
  2010	
  :	
  The	
  site	
  launched	
  as	
  a	
  closed	
  beta	
      •   Business	
  Model	
  :	
  Pinterest	
  derives	
  some	
  
•         Aug	
  16,	
  2011:	
  	
  Time	
  magazine	
  published	
  
                                                                                                income	
  from	
  modifying	
  users'	
  affiliate	
  
          Pinterest	
  in	
  its	
  "50	
  Best	
  Websites	
  of	
  2011"	
  
          column                                                                                links	
  to	
  commercial	
  sites.	
  By	
  replacing	
  
•         Oct	
  2011,	
  the	
  company	
  secured	
  $27M	
  in	
  funding                    the	
  original	
  affiliate	
  tracking	
  code	
  with	
  
•         Dec	
  2011:	
  	
  the	
  site	
  entered	
  the	
  top	
  10	
  social	
            Pinterest's	
  tracking	
  code,	
  any	
  affiliate	
  
          networks,	
  according	
  to	
  Hitwise	
  data,	
  with	
  11M	
                     payment	
  is	
  passed	
  to	
  Pinterest	
  instead	
  
          total	
  visits	
  per	
  week                                                        of	
  the	
  original	
  affiliate
•         Dec	
  2011	
  :	
  	
  the	
  company	
  was	
  named	
  the	
  best	
  
                                                                                            •   Most	
  of	
  the	
  site's	
  users	
  are	
  female,	
  with	
  
          new	
  start	
  up	
  of	
  2011	
  by	
  TechCrunch.
                                                                                                97%	
  of	
  the	
  site's	
  Facebook	
  "likes"	
  being	
  
•         Jan	
  2012	
  :	
  	
  ComScore	
  reported	
  the	
  site	
  had	
  11.7	
  
          million	
  unique	
  users,	
  making	
  it	
  the	
  fastest	
  site	
  in	
         made	
  by	
  women.
          history	
  to	
  break	
  through	
  the	
  10	
  million	
  unique	
  
          visitor	
  mark.
•         May	
  2012:	
  The	
  site	
  is	
  in	
  the	
  U.S.	
  Top	
  30	
  most	
  
          visited	
  sites	
  
•         Sept.	
  2012:	
  Pinterest	
  generates	
  more	
  traffic	
  than	
  
          Yahoo	
  (Study	
  Shareaholic)
	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                                       7
How	
  does	
  Pinterest	
  work?
Principles

•        Users	
  can	
  “pin”	
  images	
  via	
  the	
  following	
            •   When	
  “pinning,”	
  users	
  can	
  click	
  on	
  the	
  image	
  
         ways:                                                                       and	
  be	
  taken	
  to	
  the	
  original	
  website	
  
                                                                                 •   Users	
  can	
  choose	
  to	
  follow	
  some	
  or	
  all	
  of	
  
          – Tool	
  bar	
  bookmarklet	
  pulls	
  images	
                          other	
  users’	
  boards	
  in	
  order	
  to	
  see	
  future	
  pins
             from	
  any	
  site	
  and	
  pins	
  the	
  site	
  and	
  a	
     •   In	
  addiBon	
  to	
  “repinning,”	
  users	
  can	
  like	
  or	
  
             corresponding	
  thumbnail	
  image	
  to	
  a	
                        comment	
  on	
  pins
             pin	
  board                                                        •   Users	
  can	
  also	
  create	
  shared	
  pin	
  boards	
  and	
  
          – Uploading	
  an	
  image	
  from	
  your	
                               assign	
  other	
  users	
  to	
  be	
  admins	
  of	
  the	
  board
             computer	
  or	
  your	
  mobile	
  phone	
                         •   When	
  “pinning,”	
  users	
  have	
  the	
  opBon	
  of	
  
             using	
  the	
  app                                                     sharing	
  their	
  new	
  “pin”	
  on	
  Facebook	
  or	
  
                                                                                     TwiYer	
  
          – Copy/paste	
  link	
  and	
  select	
  
             corresponding	
  thumbnail	
  image                                                                          Pin It Bookmarklet
          – “Pin	
  It”	
  social	
  sharing	
  buYons	
  on	
  
             websites	
  (where	
  available)
          – Or	
  by	
  “repinning”	
  items	
  –	
  thus	
  
             adding	
  a	
  viral	
  aspect	
  to	
  the	
  

	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                      8
How	
  does	
  Pinterest	
  work?
Principles
                                                                        Pin: An image added to
                                                                       Pinterest. Can be added from
                                                                       any site using the “Pin it” button
                                                                       or you users can upload images
                                                                       from their computer or mobile
                                                                       device.



                                                                       Board. Set of Pins related to
                                                                       one topic. Users can follow all
                                                                       boards or specific boards of
                                                                       other users




                                       User Actions: Users can browse, rePin, comment on, and like Pins
	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                   9
How	
  does	
  Pinterest	
  work?
How	
  to	
  start?

1. Request	
  an	
  invitaBon	
  

2. Create	
  your	
  account
              –       Fill	
  up	
  your	
  profile	
  info	
  (descripBon,	
  photo,	
  site	
  URL,…)
              –       Link	
  your	
  account	
  to	
  your	
  Facebook	
  and	
  TwiYer	
  accounts


3. Use
              –       Create	
  one	
  or	
  several	
  boards	
  (=a	
  folder	
  or	
  topic	
  page)
              –       Pin	
  some	
  content	
  =	
  Upload	
  	
  an	
  image/videovideos	
  or	
  share	
  
                      a	
  link	
  from	
  a	
  website	
  where	
  the	
  content	
  to	
  share	
  is
              –       Include	
  a	
  click-­‐through	
  link	
  for	
  each	
  pin
              –       Search	
  for	
  interesBng	
  content	
  from	
  other	
  users	
  (ex	
  
                      fashion)
              –       Repin	
  	
  photos/videos	
  you	
  like	
  from	
  other	
  people’s	
  feed


4. Promote	
  sharing	
  
              –       Add	
  a	
  “follow”	
  or	
  “pin	
  it”	
  buYon	
  from	
  your	
  site
              –       Integrate	
  Pinterest	
  into	
  your	
  communicaBon	
  plan:	
  drive	
  
                      traffic	
  and	
  promote	
  your	
  boards	
  across	
  plalorms.
              –       You	
  can	
  now	
  even	
  add	
  Pins	
  to	
  your	
  Facebook	
  Bmeline




	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                              10
How	
  does	
  Pinterest	
  work?
Pinterest	
  mobile	
  App	
  (Version	
  1.4)

•        Pinterest	
  Mobile	
  is	
  only	
  available	
  as	
   •      From	
  your	
  mobile,	
  pin	
  anything	
  that	
  
         iPhone	
  App	
  and	
  as	
  an	
  HTML5	
  site	
  for	
      catches	
  your	
  eye:	
  memorable	
  meals,	
  
         now.                                                            places	
  to	
  visit,	
  or	
  great	
  shopping	
  
•        You	
  can	
  view	
  pins	
  and	
  boards,	
  look	
          finds!
         at	
  profiles,	
  follow	
  people	
  and	
  of	
  
         course,	
  repin	
  all	
  the	
  things	
  you	
  find.
•        In	
  the	
  coming	
  weeks,	
  Pinterest	
  will	
  
         be	
  adding	
  the	
  ability	
  to	
  search	
  and	
  
         browse	
  by	
  category,	
  edit	
  pins,	
  and	
  
         create	
  new	
  boards.	
  
•        Support	
  for	
  other	
  touch	
  based	
  
         devices	
  like	
  Windows	
  Phone	
  7	
  and	
  
         Blackberry	
  will	
  be	
  coming	
  soon.
                                                                        Pinterest iPhone App          Pinterest Mobile HTML5
                                                                                                              version

	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                         11
 2.	
  PINTEREST	
  :	
  THE	
  NEW	
  SOCIAL	
  MEDIA	
  
	
  	
  Another	
  social	
  media	
  fad	
  or	
  a	
  real	
  trend?



                                                                         12
Some	
  figures	
  about	
  Pinterest...
An	
  amazing	
  growth	
  rate




                                       Pinterest generated more than 11 million visits
                                       during a single week in December 2011,
                                       according to Experian Hitwise




	
  	
  	
  ©	
  HUBinsBtute.com	
                                                       13
Some	
  figures	
  about	
  Pinterest...



                                       104	
  M	
  unique	
  visitors/m

                                       12	
  M	
  registered	
  users

                                       10M	
  monthly	
  Facebook-­‐
                                       connected	
  users	
  
	
  	
  	
  ©	
  HUBinsBtute.com	
                                        14
Source	
  :	
  hYp://visual.ly/pinterest-­‐usa-­‐vs-­‐uk



Some	
  figures	
  about	
  Pinterest...
Traffic	
  is	
  soaring,	
  interest	
  may	
  differ	
  depending	
  on	
  countries


Traffic                                                                   US	
  vs	
  UK
•         Unique	
  visitors	
  increased	
  by	
  429%	
  	
  (from	
   •   A	
  different	
  type	
  of	
  audience
          Sept.	
  to	
  Dec.	
  2011)




	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                          15
Source	
  :	
  hYp://visual.ly/pinterest-­‐usa-­‐vs-­‐uk



Some	
  figures	
  about	
  Pinterest...
In	
  the	
  US	
  users	
  are	
  mainly	
  female,	
  in	
  the	
  UK	
  male	
  are	
  above	
  50%	
  


Sex	
  of	
  the	
  users	
  (US	
  vs	
  UK)                      Age	
  of	
  users	
  (US	
  vs	
  UK)
•         83%	
  users	
  are	
  female	
  in	
  the	
  US         •   Users	
  are	
  older	
  in	
  the	
  US




      12M unique visitors/m            200.000 unique visitors/m




	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                      16
Source	
  :	
  hYp://www.zoomsphere.com/charts/pinterest/fr/profiles/#!0|14



Some	
  figures	
  about	
  Pinterest...
Zoomsphere.com	
  can	
  help	
  you	
  idenBfy	
  the	
  most	
  popular	
  users


Ex	
  France	
  top	
  15	
  Pinterest	
  users    Ex	
  :	
  USA	
  Top	
  7	
  Pinterest	
  users




	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                17
8	
  reasons	
  why	
  Pinterest	
  is	
  so	
  popular?
	
  What	
  Can	
  You	
  Do	
  with	
  Pinterest?

1. A	
  great	
  source	
  feeding	
                                    5. A	
  sense	
  of	
  community
   people	
  curiosity
                                                                        6. A	
  “user	
  friendly”	
  interface
2. Visual	
  self	
  expression	
  	
  
                                                                        7. No	
  ads	
  :	
  no	
  popups	
  or	
  visual	
  
3. Easy	
  curaBon	
  :	
  save	
  and	
  share	
                              invading	
  ads
              what	
  you	
  like,	
  nice	
  pictures,	
  ideas,	
  
              product	
  in	
  2	
  clics                               8. A	
  plalorm	
  boosBng	
  the	
  
                                                                           virality	
  of	
  content	
  	
  :	
  
                                                                               by	
  connecBng	
  with	
  TwiYer	
  and	
  
4. A	
  sense	
  of	
  accomplishment	
  
                                                                               Facebook,	
  users	
  are	
  instantly	
  
              appealing	
  to	
  any	
  collector                              connected	
  to	
  their	
  friends	
  and	
  can	
  
                                                                               share	
  content	
  instantly	
  with	
  them
	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                     18
s?
                                                          i Be
                                                ortun
                                              p
                                         Op
	
  3.	
  BRANDS	
  &	
  PINTEREST	
  ?
	
  	
  What	
  are	
  the	
  opportuniBes	
  for	
  business?



                                                                   19
Brands	
  &	
  Pinterest	
  :	
  They	
  are	
  100+	
  Brands	
  on	
  Pinterest
What	
  industries	
  should	
  benefit	
  the	
  most	
  from	
  Pinterest?

•         Most	
  businesses	
  should	
  be	
  able	
  to	
  find	
  a	
  use	
  for	
  this	
  plalorm,	
  but	
  some	
  
          industries	
  are	
  a	
  perfect	
  fit	
  for	
  Pinterest	
  based	
  on	
  the	
  visual	
  nature	
  of	
  their	
  
          offering	
  and	
  what	
  is	
  already	
  popular	
  on	
  the	
  network.	
  These	
  industries	
  include:

                                                                      What	
  benefits/usage	
  for	
  brands:	
  
                                           Home                       •    Increase	
  the	
  virality	
  of	
  your	
  content	
  
                               Tourism   DecoraBon
                              VacaBons                 Architecture        (really	
  easy	
  to	
  share	
  =	
  to	
  repin)
                                Travel
                                                                      •    Boost	
  your	
  traffic	
  	
  :	
  Warby	
  Parker	
  
                                                                           reports	
  that	
  11%	
  of	
  their	
  social	
  traffic	
  is	
  
                    Restaurants
                        &	
  food
                                                               Art         coming	
  from	
  Pinterest.	
  (18%	
  from	
  
                                                                           TwiYer)
                                                                      •    1st	
  mover	
  advantage	
  :	
  	
  Be	
  of	
  one	
  the	
  1st	
  
                             Weddings                    Fashion
                                         Photography
                                                                           brand	
  to	
  be	
  there	
  in	
  order	
  to	
  get	
  PR	
  
                                                                           coverage	
  and	
  easierly	
  gather	
  fans
                                                                      •    HR	
  :	
  a	
  new	
  way	
  of	
  publishing	
  jobs	
  offers?

	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                           20
Examples	
  of	
  brands	
  using	
  Pinterest	
  for	
  markeBng
100	
  brands	
  on	
  Pinterest	
  	
  (Source	
  	
  :	
  hYp://socialmediatoday.com)
Food	
  and	
  Cooking                          Fashion	
  and	
  Lifestyle	
  Magazines                     Retailers                                  Home	
  Goods	
  and	
  Services
•         Cabot	
  Cheese                       •         Real	
  Simple	
  Magazine
                                                                                   Journalism                •           Nieman	
  Marcus               •        American	
  Standard	
  Brands
•         Epicurious                            •         Brides	
  Magazine•                Newsweek        •           Bergdorf	
  Goodman            •        Gilt	
  Home
•         Chobani                               •         Shape	
  Magazine•                 Time            •           Nordstrom                      •        High	
  Point	
  Market
•         Lindt	
  Chocolate                    •         In	
  Style              •         The	
  Wall	
  Street	
  Journal Elm
                                                                                                             •           West	
                         •        Apartment	
  Therapy
•         Middle	
  Sister	
  Wines             •         People                   •         CTV	
  News     •           Michael's                      •        Realtor	
  .com
•         Pillsbury                             •         Rue	
  Magazine •                                  •
                                                                                             CBS	
  New	
  York          PoYery	
  Barn	
  Kids         •        Benjamin	
  Moore	
  Paints
•         DomesBca	
                            •         BeYer	
  Homes	
  and	
  Gardens NewsHour
                                                                                   •         PBS	
           •           Zales                          •        Lowes	
  
•         Food52                                •         Lonny	
  Magazine•                 KOMO	
  News	
  •           Etsy
•         Peanut	
  BuYer	
  &	
  Co.           •         Matchbook	
  Magazine USA	
  Today	
  College Abe's	
  Market
                                                                                   •                         •                                          Non-­‐Profits	
  
•         Pretzel	
  Crisps                     •         Lucky	
  Magazine •                                •
                                                                                             GanneY	
  Digital           LaylaGrace                     •        UNICEF
•         LiYle	
  Debbie                       •         Ladies'	
  Home	
  Journal Mashable •
                                                                                   •                                     Feterie                        •        Humane	
  Society	
  of	
  New	
  York
•         Tillamook	
  Cheese                   •         Today's	
  Parent                                  •           Betsy	
  White	
  StaBonary    •        NaBonal	
  Wildlife	
  FederaBon
•         Hillshire	
  Farm                     •         Sunset	
  Magazine       Travel                    •           BoBcca                         •        AARP
•         Whole	
  Foods                                  ParenBng	
  Magazine                               •irlines Melissa	
  and	
  Doug            •        Go	
  Red	
  for	
  Women
                                                                                   •         American	
  A
•         Pepperidge	
  Farm	
  Puff	
  Pastry                                      •         Southwest	
  •Airlines Jo-­‐Ann	
  Fabric	
  and	
  Cra€   •        Rotary	
  InternaBonal
                                                Apparel                                                      •           Williams-­‐Sonoma              •        Sacramento	
  Public	
  Library
                                                                                   •         BedandBreakfast	
  .com
Cooking	
  Magazines                            •         Gap
                                                                                   •         HomeAway
•       Cooking	
  Light                        •         Modcloth                                           Celebri1es/Tastemakers                     Colleges	
  and	
  Universi1es
•       Saveur                                  •         Tom's	
  Shoes                                     •           Nina	
  Garcia                 •       Miami	
  University
                                                                                   Publishing
        Clean	
  EaBng	
                        •         Lulu's
•                                                                                  •         Chronicle	
  Books Chris	
  March
                                                                                                             •                                          •       Drake	
  University
                                                •         Threadless
                                                                                   •         Random	
  House	
  Books Backstreet	
  Boys
                                                                                                             •           The	
                          •       Emory	
  University
Sports                                          •         Sevenly
                                                                                   •         Knopf	
  Doubeday Paula	
  Deen
                                                                                                             •                                          •       Yale	
  University
       SeaYle	
  Seahawks                       •         Land's	
  End	
  
•                                                                                  •         Crown	
  Publishing Michael	
  Kors
                                                                                                             •                                          •       Texas	
  A&M
       Major	
  League	
  Baseball              •         Club	
  Monaco
•                                                                                  •         Heinemann	
  Publishing Day
                                                                                                             •           Felicia	
                      •       Skidmore	
  College
                                                •         Barkers	
  Clothing                                            Martha	
  Stewart                      Oberlin	
  College
                                                                                   •         BlogHer •                                                  •
Television                                      •         Zulily                                                         Ree	
  Drummond                Miscellaneous
                                                                                   •         ScholasBc	
  I•  nc.
•       The	
  Weather	
  Channel               •         Anthropologie                                      •           Alanis	
  MorisseYe            •       Barbie
•       Today	
  Show                           •         Lily	
  Pulitzer                                                                              •       AMD
                                                                                   Beauty	
  and	
  Fashion
•       Travel	
  Channel                       •         Barneys	
  New	
  York                                                                        •       LuxeFinds	
  
                                                                                   •         Tarte	
  CosmeBcs
•       HGTV                                    •         Kate	
  Spade	
  NY                                                                           •       General	
  Electric
                                                                                   •         Rent	
  the	
  Runway
•       Food	
  Network                         •         Allens	
  Boots	
                                                                             •       Klout
                                                                                   •         Birchbox
•       Sesame	
  Street                        •         Gilt	
  Baby	
  and	
  Kids                                                                   •       Verizon	
  Wireless
	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                      •       Pinterest                             21
Examples	
  of	
  brands	
  using	
  Pinterest	
  for	
  markeBng
1.	
  Promote	
  a	
  Lifestyle

•        “For	
  most	
  consumer	
  brands,	
  the	
  idea	
  behind	
             •   Etsy	
  (The	
  world's	
  most	
  vibrant	
  handmade	
  +	
  
         your	
  brand	
  makes	
  sense	
  on	
                                        vintage	
  marketplace)
         Pinterest.”	
  explains	
  Evan	
  Sharp	
  (Pinterest	
  
         designer	
  and	
  co-­‐founder)	
  	
  
•        Don’t	
  throw	
  pictures	
  from	
  your	
  products	
  and	
  
         be	
  creaBve!	
  Publish	
  image	
  that	
  promote	
  a	
  
         lifestyle	
  or	
  the	
  essence	
  behind	
  your	
  brand	
  or	
  
         your	
  brand	
  culture.
•        You	
  can	
  create	
  as	
  many	
  “boards”	
  as	
  you	
  want.	
  
         Pinners	
  will	
  decide	
  which	
  one	
  to	
  follow.	
  
         Therefore,	
  be	
  innovaBve	
  and	
  a	
  bit	
  foolish	
  
         since	
  the	
  concept	
  of	
  Pinterest	
  is	
  to	
  discover	
       •   Etsy	
  is	
  a	
  marketplace	
  for	
  vibrant	
  handmade	
  and	
  
         and	
  share	
  new	
  things…	
                                               vintage	
  merchandise.	
  In	
  January	
  2012,	
  Etsy	
  added	
  
                                                                                        Pinterest’s	
  Pin	
  It	
  buYon	
  on	
  Etsy	
  lisBng	
  pages,	
  
                                                                                        alongside	
  the	
  Tweet	
  and	
  Like	
  buYons.	
  Etsy	
  on	
  
                                                                                        Pinterest	
  has	
  over	
  53.000	
  followers.	
  It	
  has	
  26	
  boards	
  
                                                                                        that	
  feature	
  products	
  from	
  its	
  marketplace.	
  Boards	
  
                                                                                        include	
  Gi€	
  Ideas,	
  DIY	
  Projects,	
  Fashion,	
  Cool	
  
                                                                                        Spaces,	
  Stuff	
  We	
  Love,	
  and	
  Etsy	
  Kids.

	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                                 22
Examples	
  of	
  brands	
  using	
  Pinterest	
  for	
  markeBng
 1.	
  Promote	
  a	
  Lifestyle

•         Birchbox	
  inspires	
  its	
  followers!	
                                                        •   Whole	
  Foods	
  Market	
  




                                                                                                             •   Burberry	
  shows	
  its	
  latest	
  products




• The	
  beauty	
  subscripBon	
  service	
  pins	
  moods,	
  trends,	
  close-­‐ups	
  and	
  
  accessories	
  related	
  to	
  the	
  beauty	
  and	
  cosmeBcs	
  universe.	
  It	
  shows	
  
  looks	
  that	
  can	
  be	
  created	
  with	
  make-­‐up.	
  Birchbox	
  has	
  pinboards	
  where	
  
  “unboxing”	
  videos	
  are	
  shared	
  and	
  Bps	
  and	
  tricks	
  from	
  BirchboxTV	
  are	
  
  included.	
  Birchbox	
  also	
  has	
  pinboards	
  that	
  show	
  images	
  of	
  the	
  boxes	
  


 	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                               23
Examples	
  of	
  brands	
  using	
  Pinterest	
  for	
  markeBng
2.	
  Use	
  Pinterest	
  as	
  a	
  focus	
  group	
                                       3.	
  Crowdsource

•        Millions	
  of	
  people	
  use	
  Pinterest	
  to	
  keep	
  track	
          •    You	
  can	
  ask	
  fans	
  to	
  pin	
  pictures	
  of	
  themselves	
  
         of	
  objects	
  they	
  love,	
  places	
  they	
  enjoy,	
  foods	
               with	
  their	
  favorite	
  product	
  of	
  yours	
  and	
  tag	
  
         they	
  devour	
  and	
  things	
  that	
  inspire	
  them.	
                       you,	
  and	
  then	
  you	
  can	
  easily	
  repin	
  those	
  
•        Therefore,	
  you	
  can	
  view	
  it	
  as	
  a	
  sort	
  of	
  focus	
          photos	
  onto	
  a	
  VIP	
  board	
  —	
  it’ll	
  give	
  a	
  
         group.	
                                                                            shoutout	
  to	
  these	
  fans	
  and	
  show	
  potenBal	
  
                                                                                             customers	
  that	
  your	
  current	
  users	
  really	
  like	
  
•        Look	
  at	
  the	
  pinners	
  who	
  follow	
  your	
  brand	
  —	
  
                                                                                             using	
  your	
  product.	
  
         see	
  what	
  they’re	
  pinning	
  and	
  who	
  else	
  they’re	
  
         following.	
  They’re	
  volunteering	
  a	
  lot	
  of	
                      •    If	
  your	
  company	
  hosted	
  an	
  even	
  recently,	
  
         informaBon	
  about	
  their	
  interests,	
  passions,	
                           encourage	
  people	
  to	
  pin	
  and	
  tag	
  the	
  photos	
  
         dreams	
  and	
  sense	
  of	
  humor	
  in	
  a	
  more	
  natural	
               as	
  a	
  sort	
  of	
  crowdsourced	
  scrapbook.
         way	
  on	
  Pinterest	
  than	
  they	
  would	
  on	
  say,	
  a	
           •    	
  And	
  around	
  the	
  holidays,	
  encourage	
  them	
  to	
  
         survey	
  or	
  even	
  on	
  Facebook,	
  where	
  they	
  have	
                  pin	
  a	
  “wish	
  list”	
  board	
  to	
  curate	
  the	
  gi€s	
  
         to	
  manually	
  enter	
  “sarcasm”	
  or	
  “travel”	
  as	
  an	
                they’re	
  hoping	
  for.
         interest.	
  
•        Use	
  this	
  informaBon	
  to	
  your	
  advantage	
  to	
  
         glean	
  insights	
  about	
  your	
  target	
  consumers.



	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                               24
Examples	
  of	
  brands	
  using	
  Pinterest	
  for	
  markeBng
4.	
  Create	
  a	
  contest	
  

•        Land’s	
  End	
  did	
  with	
  the	
  “Pin	
  It	
  To	
  Win	
  It”	
  
         holiday	
  campaign

•        Since	
  the	
  site	
  is	
  sBll	
  new,	
  examples	
  are	
  sBll	
  rare,	
  but	
  Land’s	
  
         End	
  has	
  been	
  one	
  of	
  the	
  1st	
  brand	
  to	
  test	
  contest	
  on	
  
         Pinterest	
  :	
  
•        Lands’End	
  officially	
  launched	
  its	
  Lands’	
  End	
  Canvas	
  Pinterest	
  
         page	
  on	
  November	
  17th,	
  2011
•        From	
  24th	
  	
  to	
  21st	
  of	
  Dec	
  2011,	
  Lands’	
  End	
  Canvas	
  has	
  been	
  
         tapping	
  the	
  visual,	
  style-­‐conscious	
  Pinterest	
  audience	
  to	
  
         launch	
  an	
  engagement	
  promoBon.	
  	
  The	
  campaign,	
  called	
  
         “Lands’	
  End	
  Canvas	
  Pin	
  It	
  to	
  Win	
  It,”	
  encouraged	
  users	
  to	
  
         browse	
  www.landsendcanvas.com	
  and	
  create	
  virtual	
  Lands’	
  
         End	
  Canvas	
  pinboards	
  for	
  a	
  chance	
  to	
  win	
  one	
  of	
  10	
  $250	
  gi€	
  
         cards.	
  
•        The	
  winning	
  boards	
  belonged	
  to	
  Crosby	
  Noricks,	
  Michelle	
  
         Berkey,	
  Tony	
  Kim	
  and	
  Debbi	
  Seibel	
  
•        A	
  search	
  on	
  Pinterest	
  shows	
  that	
  there	
  were	
  around	
  200	
  
         boards	
  created	
  for	
  the	
  contest,	
  with	
  each	
  containing	
  at	
  least	
  
         10	
  to	
  20	
  images,	
  which	
  means	
  a	
  lot	
  of	
  Land’s	
  End	
  
         merchandise	
  was	
  injected	
  into	
  the	
  Pinterest	
  feed	
  at	
  no	
  cost.	
  
•        Running	
  contests	
  like	
  this	
  is	
  a	
  great	
  way	
  to	
  expose	
  your	
  brand	
  
         and	
  products	
  to	
  a	
  large	
  audience,	
  given	
  the	
  viral	
  nature	
  of	
  


	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                             25
Examples	
  of	
  brands	
  using	
  Pinterest	
  for	
  markeBng
5.	
  Be	
  creaBve!

•         Chris	
  March	
  (designer	
  and	
  host	
  of	
  Bravo	
  TV’S	
              •        L2	
  uses	
  Pinterest	
  for	
  its	
  Press	
  Room
          Mad	
  Fashion)	
  post	
  TV	
  show	
  marke1ng




                                                                                           •        TIME	
  Magazine	
  “backstage”
                                                                                           	
  




•         Chris	
  March	
  on	
  Pinterest	
  has	
  over	
  100.000	
  
          followers.	
  Boards	
  feature	
  designer	
  inspiraBon	
  and	
  
          final	
  looks	
  from	
  each	
  episode.	
  Boards	
  usually	
  go	
  up	
  
          immediately	
  a€er	
  an	
  episode	
  airs.                                    TIME	
  Magazine	
  is	
  doing	
  a	
  wonderful	
  job	
  of	
  using	
  boards	
  to	
  surface	
  interviews,	
  
                                                                                           staff	
  bios	
  and	
  promote	
  behind-­‐the-­‐scenes	
  blog	
  posts,	
  proving	
  that	
  Pinterest	
  can	
  
                                                                                           potenBally	
  help	
  grow	
  the	
  audience	
  for	
  news	
  publishers	
  as	
  well.	
  
	
  	
  	
  ©	
  HUBinsBtute.com	
                                                         	
                                                                                                             26
Brands	
  &	
  Pinterest	
  
22	
  Bps	
  to	
  use	
  Pinterest

1. Register	
  /claim	
  your	
  brand's	
  name	
  to	
                 5. Don’t	
  be	
  leecher,	
  be	
  an	
  acBve	
  member	
  
   avoid	
  brandjackers	
  squaBng	
  it	
  (ex	
  Louis	
                 of	
  the	
  community	
  and	
  pin,re-­‐pin	
  and	
  like	
  
   VuiYon)!                                                                 other	
  users’	
  images	
  if	
  you	
  find	
  them	
  
2. If	
  you	
  are	
  in	
  the	
  fashion,	
  retail,	
  luxury,	
        relevant
   art,	
  travel,…	
  industries,	
  try	
  it	
  and	
  learn.	
       6. Brands	
  that	
  only	
  share	
  own	
  content	
  are	
  
   Outside	
  the	
  Bme	
  spent,	
  it	
  is	
  free	
  to	
              uninteresBng.	
  It	
  is	
  beYer	
  to	
  promote	
  a	
  
   experiment	
  with	
  Pinterest…                                         lifestyle
3. Boost	
  your	
  brand	
  image	
  by	
  sharing	
  cool	
            7. Check	
  the	
  HELP	
  SecBon	
  of	
  Pinterest.com	
  
   but	
  relevant	
  images.	
  Inspire	
  people	
  and	
                 and	
  read	
  their	
  official	
  blog	
  to	
  be	
  aware	
  
   generate	
  a	
  viral	
  effect                                          about	
  new	
  funcBonaliBes.
4. Gather	
  customers	
  insights	
  and	
  idenBfy	
                   8. If	
  you	
  don’t	
  want	
  the	
  pictures	
  of	
  your	
  
   trends	
  by	
  finding	
  out	
  what’s	
  interesBng	
                  website	
  to	
  be	
  pinned	
  :	
  add	
  this	
  small	
  
   for	
  users.	
  Use	
  if	
  as	
  a	
  focus	
  group,	
               piece	
  of	
  code	
  to	
  the	
  head	
  of	
  any	
  page	
  on	
  
   crowdsource	
  inspiraBon	
  for	
  your	
  team                         your	
  site:	
  <meta	
  name="pinterest"	
  
                                                                            content="nopin"	
  />

	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                            27
Brands	
  &	
  Pinterest	
  
22	
  Bps	
  to	
  use	
  Pinterest

9. Follow	
  	
  the	
  “Pin	
  E1queke”                                                     •   Report	
  Objec1onable	
  Content	
  Pinterest	
  do	
  not	
  
                                                                                                 allow	
  nudity	
  or	
  hateful	
  content.	
  If	
  you	
  find	
  
                                                                                                 content	
  that	
  is	
  objecBonable	
  or	
  violates	
  
•        Be	
  Nice	
  Pinterest	
  is	
  a	
  community	
  of	
  people.	
                      our	
  Terms	
  of	
  Service	
  can	
  submit	
  the	
  content	
  for	
  
         Tastes	
  are	
  personal,	
  but	
  be	
  respeclul	
  in	
  your	
                    review	
  by	
  pushing	
  the	
  “Report	
  Content”	
  link.
         comments	
  and	
  conversaBons.

                                                                                             •   Tell	
  them	
  How	
  to	
  Make	
  Pinterest	
  Beker	
  They	
  
•        Credit	
  Your	
  Sources	
  Pins	
  are	
  the	
  most	
  useful	
                     are	
  just	
  ge„ng	
  started,	
  so	
  there	
  are	
  going	
  to	
  be	
  
         when	
  they	
  have	
  links	
  back	
  to	
  the	
  original	
  source.	
             bumps	
  here	
  and	
  there.	
  Let	
  them	
  know	
  what's	
  
         If	
  you	
  noBce	
  that	
  a	
  pin	
  is	
  not	
  sourced	
  correctly,	
          working,	
  what's	
  not.	
  They	
  take	
  your	
  input	
  
         leave	
  a	
  comment	
  so	
  the	
  original	
  pinner	
  can	
                       seriously.	
  You	
  can	
  get	
  in	
  touch	
  with	
  them	
  
         update	
  the	
  source.	
  Finding	
  the	
  original	
  source	
  is	
                anyBme:	
  
         always	
  preferable	
  to	
  a	
  secondary	
  source	
  such	
  as	
                  -­‐	
  SuggesBons:	
  hi@pinterest.com,	
  
         Google	
  Image	
  Search	
  or	
  a	
  blog	
  entry.                                  -­‐	
  Bugs:	
  bugs@pinterest.com,
                                                                                                 -­‐	
  Help:	
  help@pinterest.com
•        Avoid	
  Self	
  Promo1on	
  Pinterest	
  is	
  designed	
  to	
  
         curate	
  and	
  share	
  things	
  you	
  love.	
  If	
  there	
  is	
  a	
  
         photo	
  or	
  project	
  you’re	
  proud	
  of,	
  pin	
  away!	
  
         However,	
  try	
  not	
  to	
  use	
  Pinterest	
  purely	
  as	
  a	
  tool	
  

	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                                          28
Brands	
  &	
  Pinterest	
  
22	
  Bps	
  to	
  use	
  Pinterest

10. Promote	
  products	
  with	
  pricing	
  informa1on                                                       11. Add	
  a	
  follow	
  bukon	
  to	
  your	
  site
• Pinterest	
  features	
  a	
  secBon	
  on	
  the	
  site	
  called	
  ‘gi€s’	
  which	
                     • Pinterest	
  has	
  a	
  few	
  goodies	
  that	
  can	
  be	
  used	
  on	
  your	
  own	
  site,	
  
  contains	
  informaBon	
  on	
  products	
  categorized	
  by	
  price,	
  with	
                              to	
  help	
  grow	
  your	
  followers	
  and	
  promote	
  your	
  pins/boards.	
  The	
  
  links	
  through	
  to	
  purchase.	
  It’s	
  actually	
  incredibly	
  easy	
  to	
  get	
                   first	
  of	
  these	
  that	
  you’ll	
  find	
  useful	
  are	
  the	
  follow	
  buYons	
  that	
  
  your	
  products	
  listed	
  in	
  this	
  secBon.	
  When	
  you’re	
  uploading	
  a	
                      can	
  be	
  added	
  to	
  your	
  website.	
  Here	
  you	
  simply	
  select	
  the	
  style	
  
  pin	
  to	
  your	
  board,	
  just	
  make	
  sure	
  you	
  include	
  the	
  price	
  in	
  your	
          of	
  buYon	
  that	
  you	
  want,	
  click	
  on	
  it	
  and	
  the	
  embed	
  code	
  will	
  be	
  
  tags	
  and	
  your	
  product	
  will	
  be	
  pulled	
  into	
  the	
  gi€s	
  secBon.	
  Add	
              displayed.	
  This	
  code	
  will	
  be	
  automaBcally	
  populated	
  with	
  the	
  url 	
  
  your	
  price	
  in	
  to	
  the	
  descripBon	
  and	
  tags	
  :                                             of	
  your	
  own	
  Pinterest	
  account	
  when	
  you’re	
  logged	
  in	
  :




• And	
  it	
  will	
  then	
  be	
  pulled	
  in	
  automaBcally	
  to	
  the	
  gi€	
  secBon,	
  
  with	
  the	
  price	
  displayed	
  :




• At	
  the	
  moment,	
  gi€s	
  are	
  only	
  listed	
  in	
  $	
  dollars	
  &	
  pounds	
  £	
  but	
  
  this	
  will	
  hopefully	
  change	
  as	
  the	
  site	
  leaves	
  beta.

	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                                                                                29
Brands	
  &	
  Pinterest	
  
22	
  Bps	
  to	
  use	
  Pinterest

12. Add	
  a	
  ‘Pin	
  It’	
  bukon	
  to	
  your	
  site                                                         13. Enable	
  Share	
  on	
  your	
  Facebook	
  Timeline
•         The	
  pin	
  it	
  buYon,	
  can	
  be	
  added	
  next	
  to	
  a	
  specific	
  image	
  on	
          • Pinterest	
  recently	
  added	
  the	
  opBon	
  to	
  add	
  a	
  Pin	
  to	
  your	
  
          your	
  site.	
  People	
  will	
  be	
  able	
  to	
  easierly	
  pin	
  this	
  picture	
  to	
          Facebook	
  Timeline.	
  
          their	
  own	
  board	
  thanks	
  to	
  this	
  buYon.	
                                                • This	
  is	
  a	
  great	
  way	
  to	
  build	
  very	
  visual	
  awareness	
  for	
  your	
  
•         The	
  Pin	
  It	
  buYon	
  is	
  made	
  to	
  look	
  like	
  and	
  funcBon	
  similarly	
  to	
       Pinterest	
  account	
  and	
  encouraging	
  employees	
  to	
  get	
  involved	
  
          both	
  Facebook's	
  and	
  TwiYer's	
  buYons.	
  Placing	
  them	
  together	
                          to	
  promote	
  your	
  account.	
  UnBl	
  Facebook	
  implements	
  Timeline	
  
          will	
  increase	
  the	
  social	
  awareness	
  of	
  your	
  products.                                  for	
  Pages,	
  this	
  will	
  have	
  to	
  be	
  kept	
  to	
  individual	
  Timelines.
•         While	
  a	
  descripBon	
  is	
  opBonal,	
  it	
  is	
  recommended;	
  specifying	
  
          it	
  lowers	
  the	
  fricBon	
  for	
  your	
  users	
  to	
  pin	
  your	
  products.
•         You	
  can	
  have	
  mulBple	
  Pin	
  It	
  buYons	
  on	
  each	
  page	
  using	
  the	
  
          Advanced	
  code	
  below.	
  For	
  example,	
  on	
  a	
  catalog.	
  Just	
  make	
  
          sure	
  that	
  each	
  one	
  is	
  next	
  to	
  and	
  associated	
  with	
  the	
  correct	
  
          product,	
  visually.




                                                                                                                   • Note	
  that	
  this	
  will	
  automaBcally	
  add	
  any	
  new	
  pins	
  to	
  your	
  
                                                                                                                     Timeline




	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                                                                                 30
Brands	
  &	
  Pinterest	
  
22	
  Bps	
  to	
  use	
  Pinterest

14. Create	
  group	
  boards                                                                        15. Contribute	
  to	
  group	
  boards
•        When	
  you	
  create	
  a	
  board	
  on	
  Pinterest,	
  you	
  have	
  the	
             •    As	
  well	
  as	
  creaBng	
  your	
  own	
  group	
  boards,	
  make	
  
         opBon	
  of	
  whether	
  to	
  make	
  it	
  a	
  group	
  board	
  or	
  not.	
  If	
          sure	
  you	
  are	
  also	
  contribuBng	
  to	
  other’s	
  group	
  
         you’re	
  trying	
  to	
  build	
  a	
  community	
  through	
  your	
                           boards.	
  
         account,	
  you	
  should	
  make	
  it	
  open.	
  To	
  do	
  this,	
  you	
              •    As	
  you’ll	
  need	
  to	
  request	
  to	
  be	
  added,	
  you	
  can	
  
         need	
  to	
  invite	
  people	
  to	
  join	
  the	
  board	
  when	
  you	
                    always	
  leave	
  a	
  comment	
  on	
  a	
  parBcular	
  pin	
  asking	
  to	
  
         create	
  it.	
  Select	
  ‘me	
  and	
  contributors’	
  and	
  type	
  in	
                    be	
  a	
  contributor	
  to	
  that	
  board,	
  le„ng	
  them	
  know	
  
         the	
  name	
  or	
  email	
  of	
  who	
  you’d	
  like	
  to	
  add.	
  You	
  will	
          that	
  you’ll	
  have	
  lots	
  of	
  interesBng	
  content	
  to	
  add!	
  
         only	
  be	
  able	
  to	
  add	
  people	
  that	
  you	
  are	
  following	
  :           •    As	
  with	
  anything	
  in	
  social	
  media,	
  this	
  shouldn’t	
  be	
  
                                                                                                          too	
  sales-­‐focused.	
  
                                                                                                     •    As	
  well	
  as	
  posBng	
  your	
  own	
  products,	
  make	
  sure	
  to	
  
                                                                                                          source	
  other	
  interesBng	
  content	
  that	
  people	
  will	
  be	
  
                                                                                                          interested	
  in.	
  This	
  is	
  a	
  great	
  way	
  to	
  build	
  your	
  profile	
  
                                                                                                          within	
  Pinterest,	
  whether	
  running	
  a	
  personal	
  or	
  
                                                                                                          corporate	
  account.




	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                                                          31
Brands	
  &	
  Pinterest	
  
22	
  Bps	
  to	
  use	
  Pinterest

16. Add	
  an	
  RSS	
  feed	
  of	
  your	
  board                                                       18. Invite	
  other	
  members
•        You	
  can	
  generate	
  an	
  RSS	
  feed	
  of	
  your	
  whole	
                             •   You	
  will	
  have	
  probably	
  learned	
  by	
  now	
  that	
  your	
  
         account	
  by	
  using	
  the	
  following	
  url,	
  replacing	
                                    fans	
  on	
  Facebook	
  and	
  TwiYer	
  are	
  always	
  looking	
  for	
  
         ‘username’	
  with	
  the	
  username	
  on	
  your	
  account	
  :                                  fun	
  new	
  content.	
  While	
  Pinterest	
  is	
  starBng	
  to	
  pick	
  
•        feed://pinterest.com/usernamer/feed.rss                                                              up	
  users	
  massively,	
  there’s	
  sBll	
  a	
  long	
  way	
  to	
  go	
  
                                                                                                              before	
  it	
  reaches	
  the	
  mainstream.	
  Integrate	
  
•        You	
  can	
  then	
  use	
  this	
  RSS	
  feed	
  on	
  your	
  Facebook	
  
                                                                                                              Pinterest	
  with	
  your	
  other	
  social	
  network	
  accounts.
         Page	
  for	
  example,	
  or	
  encourage	
  people	
  to	
  add	
  it	
  to	
  
         their	
  own	
  Readers	
  to	
  subscribe	
  to	
  your	
  latest	
  pins.                      •   If	
  you’ve	
  got	
  a	
  TwiYer	
  or	
  Facebook	
  account,	
  link	
  to	
  
                                                                                                              Pinterest	
  on	
  there	
  and	
  ask	
  people	
  to	
  join.	
  They’ll	
  
                                                                                                              always	
  like	
  to	
  be	
  seen	
  ahead	
  of	
  the	
  curve	
  in	
  front	
  of	
  
17. Use	
  keywords                                                                                           their	
  friends,	
  jumping	
  on	
  the	
  next	
  big	
  site	
  before	
  it	
  
•        As	
  Pinterest	
  funcBons	
  much	
  more	
  like	
  a	
  social	
                                 hits	
  :
         search	
  engine	
  than	
  a	
  social	
  network,	
  it’s	
  very	
  
         important	
  to	
  pay	
  aYenBon	
  to	
  how	
  you	
  tag	
  your	
  
         product,	
  to	
  increase	
  the	
  chances	
  of	
  your	
  content	
  
         ge„ng	
  found.	
  Add	
  in	
  relevant	
  keywords	
  to	
  the	
  
         product	
  itself,	
  but	
  also	
  the	
  categories	
  it	
  may	
  relate	
  
         to	
  etc..	
  Also	
  try	
  and	
  pin	
  content	
  that	
  is	
  topical.	
  If	
  you	
  
         see	
  that	
  a	
  parBcular	
  type	
  of	
  pin	
  is	
  ge„ng	
  featured	
  
         on	
  the	
  ‘most	
  popular;	
  page	
  –	
  i.e.	
  cakes,	
  then	
  see	
  if	
  


	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                                                                32
Brands	
  &	
  Pinterest	
  
22	
  Bps	
  to	
  use	
  Pinterest

19. Find	
  who’s	
  pinned	
  your	
  content                                                    20. Pin	
  videos
•        If	
  you	
  want	
  to	
  get	
  an	
  easy	
  overview	
  of	
  who’s	
  pinning	
     •   Videos	
  are	
  somewhat	
  under-­‐used	
  on	
  the	
  site,	
  as	
  it	
  
         content	
  from	
  your	
  website,	
  simply	
  enter	
  the	
  url	
                       was	
  a	
  new	
  feature	
  that	
  Pinterest	
  enabled	
  late	
  last	
  
         below,	
  replacing	
  XXXXXX	
  with	
  your	
  own	
  site	
  url	
  :                     year,	
  to	
  enable	
  you	
  to	
  pin	
  videos.	
  
•        hYp://pinterest.com/source/XXXXXX                                                        •   The	
  good	
  news	
  is,	
  it’s	
  incredibly	
  easy	
  to	
  do	
  but	
  it	
  will	
  
•        This	
  will	
  take	
  you	
  to	
  a	
  page	
  with	
  all	
  the	
  content	
            add	
  a	
  lot	
  more	
  depth	
  to	
  your	
  boards	
  and	
  provide	
  a	
  
         that’s	
  been	
  pinned	
  from	
  your	
  site	
  :                                        bit	
  of	
  different	
  content	
  than	
  scrolling	
  through	
  
                                                                                                      videos.	
  To	
  pin	
  a	
  video,	
  you	
  simply	
  add	
  a	
  pin	
  in	
  the	
  
                                                                                                      same	
  way	
  you	
  normally	
  would,	
  either	
  through	
  the	
  
                                                                                                      site	
  or	
  the	
  bookmarklet	
  :




•        This	
  is	
  another	
  great	
  opportunity	
  to	
  build	
  your	
  
         community.	
  Leave	
  comments	
  on	
  these	
  pins	
  and	
  also	
  
         make	
  sure	
  to	
  follow	
  people	
  from	
  your	
  corporate/
         personal	
  account	
  to	
  let	
  them	
  know	
  you’re	
  interested	
  


	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                                                          33
Brands	
  &	
  Pinterest	
  
22	
  Bps	
  to	
  use	
  Pinterest

21. Re-­‐order	
  your	
  boards                                                           22. Watermark	
  Your	
  Image	
  
•        With	
  Pinterest	
  the	
  emphasis	
  is	
  largely	
  on	
  how	
              •   Before	
  finding	
  a	
  home	
  on	
  Pinterest,	
  images	
  
         visually	
  beauBful	
  your	
  boards	
  are.	
                                      someBmes	
  lose	
  their	
  source	
  informaBon	
  as	
  they	
  
•        Take	
  Bme	
  to	
  select	
  products	
  carefully,	
  and	
  also	
                travel	
  around	
  the	
  web.	
  To	
  beYer	
  help	
  your	
  audience	
  
         rearrange	
  your	
  boards	
  to	
  give	
  the	
  best	
  impact,	
  with	
         locate	
  your	
  product	
  informaBon,	
  consider	
  discretely	
  
         the	
  most	
  important	
  boards	
  at	
  the	
  top.	
  You	
  can	
  do	
         watermarking	
  photos	
  that	
  are	
  used	
  for	
  social	
  media	
  
         this	
  by	
  going	
  to	
  your	
  boards	
  and	
  clicking	
  on	
                promoBon	
  with	
  the	
  source	
  website	
  and/or	
  product	
  
         ‘rearrange’	
  on	
  the	
  top	
  right	
  hand	
  corner	
  :                       informaBon.	
  




	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                                     34
 	
  4.	
  THE	
  FUTURE	
  OF	
  PINTEREST	
  ?
	
  	
  	
  A	
  bit	
  of	
  prospecBve?



                                                      35
The	
  future	
  of	
  Pinterest?
A	
  bit	
  of	
  prospecBve?


Strengths	
                                                                                 Weaknesses
•         Simple	
  :	
  Pinterest	
  is	
  very	
  “user	
  friendly”	
  and	
             •   Audience	
  is	
  mostly	
  women	
  :	
  less	
  mainstream	
  than	
  
          therefore	
  may	
  appeal	
  to	
  the	
  mainstream	
  market                       Facebook	
  or	
  TwiYer)
•         Highly	
  social	
  :	
  since	
  you	
  need	
  to	
  connect	
  via	
  a	
      •   Limited	
  use	
  for	
  non	
  visual	
  products
          Facebook	
  or	
  TwiYer	
  account,	
  	
  you	
  are	
  directly	
              •   Copyright	
  infringement	
  poten1al	
  issues
          connected	
  to	
  your	
  friends	
  	
  and	
  can	
  share	
  content	
            Many	
  content	
  creators	
  such	
  as	
  GeYy	
  Image	
  are	
  
          with	
  them.	
  It	
  can	
  therefore	
  boost	
  content	
  virality	
             protesBng	
  regarding	
  Pinterest	
  users	
  reusing	
  their	
  
          while	
  referring	
  traffic	
  to	
  brands	
  site                                   content	
  without	
  permission.	
  Pinterest	
  has	
  a	
  
•         It	
  connect	
  people	
  based	
  on	
  their	
  similar	
  interest,	
             noBficaBon	
  system	
  which	
  allows	
  copyright	
  holders	
  
          not	
  only	
  	
  based	
  on	
  friendship.                                         to	
  request	
  that	
  content	
  be	
  removed	
  from	
  the	
  site.	
  
•         A	
  great	
  way	
  for	
  product	
  discovery	
  &	
  purchase	
  :	
              But	
  as	
  the	
  MegaUpload	
  stop	
  shown,	
  a	
  business	
  
          recreaBng	
  impulse	
  buy	
  online                                                 "based	
  almost	
  enBrely	
  on	
  using	
  images	
  without	
  
          Site	
  referrals	
  &	
  SEO	
  :	
  Pins	
  lead	
  customers	
  directly	
         permission“	
  might	
  become	
  illegal	
  sooner	
  or	
  later.
•
          back	
  to	
  you,	
  creaBng	
  links	
  to	
  your	
  pages                     •   Inac1ve	
  users	
  :	
  Like	
  Quora	
  or	
  Google+,	
  or	
  even	
  
          HR	
  :	
  An	
  opportunity	
  for	
  employer	
  branding	
  (look	
  at	
          TwiYer	
  not	
  all	
  the	
  users	
  creaBng	
  an	
  account	
  will	
  
•
          the	
  UCLA	
  page)	
  &	
  viralizing	
  job	
  offers                               conBnue	
  to	
  use	
  it.	
  Their	
  number	
  will	
  decide	
  if	
  
                                                                                                Pinterest	
  stay	
  a	
  nice	
  niche	
  plalorm	
  or	
  become	
  
                                                                                                mainstream
                                                                                            •   Compe11on	
  :	
  Clipboard.com,	
  Tumblr,…	
  might	
  fight	
  

	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                                       36
 ABOUT	
  THE	
  AUTHORS
	
  Jean-­‐Noël	
  Chaintreuil	
  &	
  Emmanuel	
  Vivier
About	
  the	
  authors
Speakers	
  &	
  digital	
  experts	
  in	
  MarkeBng	
  &	
  Human	
  Resources	
  2.0


Emmanuel	
  Vivier                                                                                             Jean-­‐Noël	
  Chaintreuil
•         emmanuel.vivier@gmail.com                                                                            •   jnchaintreuil@gmail.com
•         hYp://www.emmanuelvivier.com                                                                         •   hYp://jnchaintreuil.com/
•         hYp://pinterest.com/emmanuelvivier                                                                   •   hYps://twiYer.com/#!/jnchaintreuil
•         hYp://www.twiYer.com/emmanuelvivier                                                                  •   Phone	
  :	
  +33	
  6	
  26	
  58	
  00	
  39
•         Phone	
  :	
  +33	
  6	
  11	
  62	
  37	
  94                                                       •   Jean	
  Noel	
  has	
  been	
  a	
  top	
  execuBve	
  at	
  Air	
  Liquide	
  
          Emmanuel	
  is	
  one	
  of	
  the	
  world	
  top	
  "digital	
  adver1sing	
  &	
                      for	
  more	
  than	
  10	
  years.	
  	
  From	
  internaBonal	
  project	
  &	
  change	
  
•
          social	
  media	
  marke1ng"	
  expert.	
  He	
  has	
  been	
  assisBng	
  leading	
                    management	
  to	
  Human	
  resources	
  &	
  Finance,	
  he	
  helped	
  this	
  
          brands	
  such	
  as	
  BIC,	
  Orange,	
  Chanel,	
  Givenchy,	
  L'Oréal,	
  P&G,	
  Sony,	
           leading	
  brand	
  to	
  foster	
  innovaBon	
  in	
  its	
  organizaBon.	
  
          Warner	
  Bros,	
  Disney,	
  Fox,	
  CarBer,	
  Guerlain,	
  Jean	
  Paul	
  GaulBer,	
  TF1,	
     •   Jean-­‐Noël	
  assisted	
  the	
  company	
  in	
  more	
  than	
  16	
  countries,	
  gaining	
  
          M6,	
  Fiskars,	
  ArcelorMiYal,	
  Danone,	
  Symantec,...	
  in	
  creaBng	
                           an	
  extensive	
  mulB	
  cultural	
  background.
          innovaBve	
  adverBsing	
  campaigns	
  that	
  engage	
  their	
  consumers	
  for	
                •   As	
  an	
  investor	
  and	
  entrepreneur,	
  Jean-­‐Noël	
  has	
  assisted	
  several	
  
          more	
  than	
  12	
  years.                                                                             startups	
  in	
  their	
  early	
  stage	
  development
•         Emmanuel	
  Vivier	
  has	
  previously	
  been	
  the	
  cofounder	
  &	
  CEO	
  &	
               •   He	
  is	
  a	
  renown	
  editor	
  for	
  Diateino	
  Publishing	
  House	
  with	
  a	
  strong	
  
          Cofounder	
  of	
  Vanksen	
  -­‐	
  one	
  of	
  the	
  leading	
  internaBonal	
  social	
             experBse	
  on	
  social	
  media,	
  web	
  2.0,	
  enterprise	
  2.0
          media,	
  buzz	
  &	
  digital	
  markeBng	
  agencies,	
  and	
  from	
  BuzzParadise,	
            •   He	
  is	
  now	
  an	
  independent	
  consultant	
  (Air	
  Liquide,	
  Danone,	
  Arcelor	
  
          the	
  blogger	
  outreach	
  plalorm	
  of	
  Vanksen	
  that	
  connects	
  brands	
  &	
              MiYal,	
  Unilever,	
  Pôle	
  Emploi	
  Belgique,	
  Conseil	
  d'État	
  &	
  startups)	
  &	
  
          influenBal	
  bloggers	
  worldwide.                                                                      speaker	
  (Berlin,	
  Brussels,	
  Edimbourgh,	
  New	
  York,	
  Boston,	
  Houston,	
  
•         He	
  has	
  spoken	
  at	
  more	
  than	
  450	
  events,	
  conferences	
  and	
  seminars 	
         Montreal)	
  on	
  social	
  media	
  &	
  HR	
  2.0	
  on	
  a	
  worldwide	
  level.
          worldwide	
  in	
  the	
  past	
  6	
  years                                                         •   He	
  founded	
  Apéro	
  RH	
  (now	
  in	
  11	
  ciBes	
  from	
  London	
  to	
  Montreal)




	
  	
  	
  ©	
  HUBinsBtute.com	
                                                                                                                                                                               38
 



Télécharger	
  ces	
  slides?




                                               Cliquez	
  sur	
  ce	
  lien
                                       hYp://www.hubinsBtute.com/reports	
  	
  
                                               pour	
  télécharger	
  
                                              ce4e	
  présenta5on




	
  	
  	
  ©	
  HUBinsBtute.com	
                                                 39
Contact
Main	
  office,	
  workshop	
  and	
  training	
  rooms




                      Vincent	
  Ducrey                                        Emmanuel	
  Vivier
                      Digital communication expert                             Digital marketing expert

                      Email : vincent.ducrey@hubinstitute.com                  Email : emmanuel.vivier@hubinstitute.com
                      Twitter : http://www.twitter.com/vincent_ducrey          Twitter : http://www.twitter.com/emmanuelvivier
                      Linkedin : http://fr.linkedin.com/in/vincentducrey       Linkedin : http://fr.linkedin.com/in/emmanuelvivier

                                                          51 rue Pierre Charron 75008 Paris France
                                                                 Phone : +33.1.77.10.69.04

	
  	
  	
  	
  ©	
  HUBinsBtute.com                                                                                                 40

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Pinterest for brands : opportunity or fad?

  • 1. V 2.1 An opportunity for brands ? Or another social media fad ? Helping companies to understand A  quick  summary  about  Pinterest.com  for             the future of digital brands  &  marketers  :  figures,  principles,   Version  2.1  par  Emmanuel  Vivier  &  Jean  Noel  Chaintreuil  |  +33  6  11  62  37  94  |  emmanuel.vivier@hubinsBtute.com ©HUB  InsBtute.    All  rights  reserved  .   www.hubinsBtute.com  ›  
  • 2.   Télécharger  ces  slides? Cliquez  sur  ce  lien hYp://www.hubinsBtute.com/reports     pour  télécharger   ce4e  présenta5on      ©  HUBinsBtute.com   2
  • 3.  1.  WHAT  IS  PINTEREST  ? What  is  a  ”pinboard-­‐styled  social  photo  sharing  website”? 3
  • 4. What  is  Pinterest? Pinterest  is  a  Virtual  Pinboard. • Pinterest  lets  you  organize  and   share  all  the  beau1ful  things  you   find  on  the  web  =  an  InformaBon   Gathering  Tool    =  a  cura1on   pla8orm  .  People  use  pinboards  to   plan  their  weddings,  decorate  their   homes,  and  organize  their  favorite   recipes. Best  of  all,  you  can  browse   • Pinterest’s  goal  is  to  connect  everyone  in  the   pinboards  created  by  other  people.   world  through  the  'things'  they  find   Browsing  pinboards  is  a  fun  way  to   interesBng.  They  think  that  a  favorite  book,   toy,  or  recipe  can  reveal  a  common  link   discover  new  things  and  get   between  two  people.   inspiraBon  from  people  who  share   • With  millions  of  new  pins  added  every  week,   your  interests.   Pinterest  is  connecBng  people  all  over  the   world  based  on  shared  tastes  and  interests.        ©  HUBinsBtute.com   4
  • 5. What  is  Pinterest?  What  Can  You  Do  with  Pinterest? • Redecorate  your  Home!  Joy  uses  Pinterest  to  save  decoraBng     ideas  for  her  new  home  in  LA.  She  saves  paYerns,  furniture,  and   accessories  that  catch  her  eye. • Plan  a  Wedding!  Divya  and  Ben  use  Pinterest  to  plan  their   wedding.  Their  Moms  can  leave  comments  about  the  dresses,   flowers,  and  Bes  they  pin  up • Find  your  Style!  Tim  uses  Pinterest  to  share  his  personal  style.  He   pins  clothing,  shoes  and  accessories  he  finds  while  browsing  stores   and  fashion  blogs. • Save  your  Inspira1ons!  Sha  uses  Pinterest  to  save  design   inspiraBons  for  his  job.  He  can  reference  inspiring  design  work   to  share  with  his  team  at  Trulia.      ©  HUBinsBtute.com   5
  • 6. What  is  Pinterest? Pinterest  vs  the  other  social  plalorms  :   FRIE NDS Pinterest is not replacing LINKS the existing tools. It offer complementary functionalities. OBJECTS Like a twitter with pictures, PHOTOS or the 2.0 version of a Netvibes, it mainly appeals to women thanks to its user CVs friendly interface and visual appeal. TS SPO Source : Chart from luc legay      ©  HUBinsBtute.com   6
  • 7. hYp://en.wikipedia.org/wiki/Pinterest Who  is  behind  Pinterest? A  few  facts History Company  facts • Dec  2009    :  Development  of  Pinterest  started • The  startup  has  19  employee   • March  2010  :  The  site  launched  as  a  closed  beta   • Business  Model  :  Pinterest  derives  some   • Aug  16,  2011:    Time  magazine  published   income  from  modifying  users'  affiliate   Pinterest  in  its  "50  Best  Websites  of  2011"   column links  to  commercial  sites.  By  replacing   • Oct  2011,  the  company  secured  $27M  in  funding the  original  affiliate  tracking  code  with   • Dec  2011:    the  site  entered  the  top  10  social   Pinterest's  tracking  code,  any  affiliate   networks,  according  to  Hitwise  data,  with  11M   payment  is  passed  to  Pinterest  instead   total  visits  per  week of  the  original  affiliate • Dec  2011  :    the  company  was  named  the  best   • Most  of  the  site's  users  are  female,  with   new  start  up  of  2011  by  TechCrunch. 97%  of  the  site's  Facebook  "likes"  being   • Jan  2012  :    ComScore  reported  the  site  had  11.7   million  unique  users,  making  it  the  fastest  site  in   made  by  women. history  to  break  through  the  10  million  unique   visitor  mark. • May  2012:  The  site  is  in  the  U.S.  Top  30  most   visited  sites   • Sept.  2012:  Pinterest  generates  more  traffic  than   Yahoo  (Study  Shareaholic)      ©  HUBinsBtute.com   7
  • 8. How  does  Pinterest  work? Principles • Users  can  “pin”  images  via  the  following   • When  “pinning,”  users  can  click  on  the  image   ways: and  be  taken  to  the  original  website   • Users  can  choose  to  follow  some  or  all  of   – Tool  bar  bookmarklet  pulls  images   other  users’  boards  in  order  to  see  future  pins from  any  site  and  pins  the  site  and  a   • In  addiBon  to  “repinning,”  users  can  like  or   corresponding  thumbnail  image  to  a   comment  on  pins pin  board • Users  can  also  create  shared  pin  boards  and   – Uploading  an  image  from  your   assign  other  users  to  be  admins  of  the  board computer  or  your  mobile  phone   • When  “pinning,”  users  have  the  opBon  of   using  the  app sharing  their  new  “pin”  on  Facebook  or   TwiYer   – Copy/paste  link  and  select   corresponding  thumbnail  image Pin It Bookmarklet – “Pin  It”  social  sharing  buYons  on   websites  (where  available) – Or  by  “repinning”  items  –  thus   adding  a  viral  aspect  to  the        ©  HUBinsBtute.com   8
  • 9. How  does  Pinterest  work? Principles Pin: An image added to Pinterest. Can be added from any site using the “Pin it” button or you users can upload images from their computer or mobile device. Board. Set of Pins related to one topic. Users can follow all boards or specific boards of other users User Actions: Users can browse, rePin, comment on, and like Pins      ©  HUBinsBtute.com   9
  • 10. How  does  Pinterest  work? How  to  start? 1. Request  an  invitaBon   2. Create  your  account – Fill  up  your  profile  info  (descripBon,  photo,  site  URL,…) – Link  your  account  to  your  Facebook  and  TwiYer  accounts 3. Use – Create  one  or  several  boards  (=a  folder  or  topic  page) – Pin  some  content  =  Upload    an  image/videovideos  or  share   a  link  from  a  website  where  the  content  to  share  is – Include  a  click-­‐through  link  for  each  pin – Search  for  interesBng  content  from  other  users  (ex   fashion) – Repin    photos/videos  you  like  from  other  people’s  feed 4. Promote  sharing   – Add  a  “follow”  or  “pin  it”  buYon  from  your  site – Integrate  Pinterest  into  your  communicaBon  plan:  drive   traffic  and  promote  your  boards  across  plalorms. – You  can  now  even  add  Pins  to  your  Facebook  Bmeline      ©  HUBinsBtute.com   10
  • 11. How  does  Pinterest  work? Pinterest  mobile  App  (Version  1.4) • Pinterest  Mobile  is  only  available  as   • From  your  mobile,  pin  anything  that   iPhone  App  and  as  an  HTML5  site  for   catches  your  eye:  memorable  meals,   now. places  to  visit,  or  great  shopping   • You  can  view  pins  and  boards,  look   finds! at  profiles,  follow  people  and  of   course,  repin  all  the  things  you  find. • In  the  coming  weeks,  Pinterest  will   be  adding  the  ability  to  search  and   browse  by  category,  edit  pins,  and   create  new  boards.   • Support  for  other  touch  based   devices  like  Windows  Phone  7  and   Blackberry  will  be  coming  soon. Pinterest iPhone App Pinterest Mobile HTML5 version      ©  HUBinsBtute.com   11
  • 12.  2.  PINTEREST  :  THE  NEW  SOCIAL  MEDIA      Another  social  media  fad  or  a  real  trend? 12
  • 13. Some  figures  about  Pinterest... An  amazing  growth  rate Pinterest generated more than 11 million visits during a single week in December 2011, according to Experian Hitwise      ©  HUBinsBtute.com   13
  • 14. Some  figures  about  Pinterest... 104  M  unique  visitors/m 12  M  registered  users 10M  monthly  Facebook-­‐ connected  users        ©  HUBinsBtute.com   14
  • 15. Source  :  hYp://visual.ly/pinterest-­‐usa-­‐vs-­‐uk Some  figures  about  Pinterest... Traffic  is  soaring,  interest  may  differ  depending  on  countries Traffic US  vs  UK • Unique  visitors  increased  by  429%    (from   • A  different  type  of  audience Sept.  to  Dec.  2011)      ©  HUBinsBtute.com   15
  • 16. Source  :  hYp://visual.ly/pinterest-­‐usa-­‐vs-­‐uk Some  figures  about  Pinterest... In  the  US  users  are  mainly  female,  in  the  UK  male  are  above  50%   Sex  of  the  users  (US  vs  UK) Age  of  users  (US  vs  UK) • 83%  users  are  female  in  the  US • Users  are  older  in  the  US 12M unique visitors/m 200.000 unique visitors/m      ©  HUBinsBtute.com   16
  • 17. Source  :  hYp://www.zoomsphere.com/charts/pinterest/fr/profiles/#!0|14 Some  figures  about  Pinterest... Zoomsphere.com  can  help  you  idenBfy  the  most  popular  users Ex  France  top  15  Pinterest  users Ex  :  USA  Top  7  Pinterest  users      ©  HUBinsBtute.com   17
  • 18. 8  reasons  why  Pinterest  is  so  popular?  What  Can  You  Do  with  Pinterest? 1. A  great  source  feeding   5. A  sense  of  community people  curiosity 6. A  “user  friendly”  interface 2. Visual  self  expression     7. No  ads  :  no  popups  or  visual   3. Easy  curaBon  :  save  and  share   invading  ads what  you  like,  nice  pictures,  ideas,   product  in  2  clics 8. A  plalorm  boosBng  the   virality  of  content    :   by  connecBng  with  TwiYer  and   4. A  sense  of  accomplishment   Facebook,  users  are  instantly   appealing  to  any  collector connected  to  their  friends  and  can   share  content  instantly  with  them      ©  HUBinsBtute.com   18
  • 19. s? i Be ortun p Op  3.  BRANDS  &  PINTEREST  ?    What  are  the  opportuniBes  for  business? 19
  • 20. Brands  &  Pinterest  :  They  are  100+  Brands  on  Pinterest What  industries  should  benefit  the  most  from  Pinterest? • Most  businesses  should  be  able  to  find  a  use  for  this  plalorm,  but  some   industries  are  a  perfect  fit  for  Pinterest  based  on  the  visual  nature  of  their   offering  and  what  is  already  popular  on  the  network.  These  industries  include: What  benefits/usage  for  brands:   Home • Increase  the  virality  of  your  content   Tourism DecoraBon VacaBons Architecture (really  easy  to  share  =  to  repin) Travel • Boost  your  traffic    :  Warby  Parker   reports  that  11%  of  their  social  traffic  is   Restaurants &  food Art coming  from  Pinterest.  (18%  from   TwiYer) • 1st  mover  advantage  :    Be  of  one  the  1st   Weddings Fashion Photography brand  to  be  there  in  order  to  get  PR   coverage  and  easierly  gather  fans • HR  :  a  new  way  of  publishing  jobs  offers?      ©  HUBinsBtute.com   20
  • 21. Examples  of  brands  using  Pinterest  for  markeBng 100  brands  on  Pinterest    (Source    :  hYp://socialmediatoday.com) Food  and  Cooking Fashion  and  Lifestyle  Magazines Retailers Home  Goods  and  Services • Cabot  Cheese • Real  Simple  Magazine Journalism • Nieman  Marcus • American  Standard  Brands • Epicurious • Brides  Magazine• Newsweek • Bergdorf  Goodman • Gilt  Home • Chobani • Shape  Magazine• Time • Nordstrom • High  Point  Market • Lindt  Chocolate • In  Style • The  Wall  Street  Journal Elm • West   • Apartment  Therapy • Middle  Sister  Wines • People • CTV  News • Michael's • Realtor  .com • Pillsbury • Rue  Magazine • • CBS  New  York PoYery  Barn  Kids • Benjamin  Moore  Paints • DomesBca   • BeYer  Homes  and  Gardens NewsHour • PBS   • Zales • Lowes   • Food52 • Lonny  Magazine• KOMO  News  • Etsy • Peanut  BuYer  &  Co. • Matchbook  Magazine USA  Today  College Abe's  Market • • Non-­‐Profits   • Pretzel  Crisps • Lucky  Magazine • • GanneY  Digital LaylaGrace • UNICEF • LiYle  Debbie • Ladies'  Home  Journal Mashable • • Feterie • Humane  Society  of  New  York • Tillamook  Cheese • Today's  Parent • Betsy  White  StaBonary • NaBonal  Wildlife  FederaBon • Hillshire  Farm • Sunset  Magazine Travel • BoBcca • AARP • Whole  Foods ParenBng  Magazine •irlines Melissa  and  Doug • Go  Red  for  Women • American  A • Pepperidge  Farm  Puff  Pastry • Southwest  •Airlines Jo-­‐Ann  Fabric  and  Cra€ • Rotary  InternaBonal Apparel • Williams-­‐Sonoma • Sacramento  Public  Library • BedandBreakfast  .com Cooking  Magazines • Gap • HomeAway • Cooking  Light • Modcloth Celebri1es/Tastemakers Colleges  and  Universi1es • Saveur • Tom's  Shoes • Nina  Garcia • Miami  University Publishing Clean  EaBng   • Lulu's • • Chronicle  Books Chris  March • • Drake  University • Threadless • Random  House  Books Backstreet  Boys • The   • Emory  University Sports • Sevenly • Knopf  Doubeday Paula  Deen • • Yale  University SeaYle  Seahawks • Land's  End   • • Crown  Publishing Michael  Kors • • Texas  A&M Major  League  Baseball • Club  Monaco • • Heinemann  Publishing Day • Felicia   • Skidmore  College • Barkers  Clothing Martha  Stewart Oberlin  College • BlogHer • • Television • Zulily Ree  Drummond Miscellaneous • ScholasBc  I• nc. • The  Weather  Channel • Anthropologie • Alanis  MorisseYe • Barbie • Today  Show • Lily  Pulitzer • AMD Beauty  and  Fashion • Travel  Channel • Barneys  New  York • LuxeFinds   • Tarte  CosmeBcs • HGTV • Kate  Spade  NY • General  Electric • Rent  the  Runway • Food  Network • Allens  Boots   • Klout • Birchbox • Sesame  Street • Gilt  Baby  and  Kids • Verizon  Wireless      ©  HUBinsBtute.com   • Pinterest 21
  • 22. Examples  of  brands  using  Pinterest  for  markeBng 1.  Promote  a  Lifestyle • “For  most  consumer  brands,  the  idea  behind   • Etsy  (The  world's  most  vibrant  handmade  +   your  brand  makes  sense  on   vintage  marketplace) Pinterest.”  explains  Evan  Sharp  (Pinterest   designer  and  co-­‐founder)     • Don’t  throw  pictures  from  your  products  and   be  creaBve!  Publish  image  that  promote  a   lifestyle  or  the  essence  behind  your  brand  or   your  brand  culture. • You  can  create  as  many  “boards”  as  you  want.   Pinners  will  decide  which  one  to  follow.   Therefore,  be  innovaBve  and  a  bit  foolish   since  the  concept  of  Pinterest  is  to  discover   • Etsy  is  a  marketplace  for  vibrant  handmade  and   and  share  new  things…   vintage  merchandise.  In  January  2012,  Etsy  added   Pinterest’s  Pin  It  buYon  on  Etsy  lisBng  pages,   alongside  the  Tweet  and  Like  buYons.  Etsy  on   Pinterest  has  over  53.000  followers.  It  has  26  boards   that  feature  products  from  its  marketplace.  Boards   include  Gi€  Ideas,  DIY  Projects,  Fashion,  Cool   Spaces,  Stuff  We  Love,  and  Etsy  Kids.      ©  HUBinsBtute.com   22
  • 23. Examples  of  brands  using  Pinterest  for  markeBng 1.  Promote  a  Lifestyle • Birchbox  inspires  its  followers!   • Whole  Foods  Market   • Burberry  shows  its  latest  products • The  beauty  subscripBon  service  pins  moods,  trends,  close-­‐ups  and   accessories  related  to  the  beauty  and  cosmeBcs  universe.  It  shows   looks  that  can  be  created  with  make-­‐up.  Birchbox  has  pinboards  where   “unboxing”  videos  are  shared  and  Bps  and  tricks  from  BirchboxTV  are   included.  Birchbox  also  has  pinboards  that  show  images  of  the  boxes        ©  HUBinsBtute.com   23
  • 24. Examples  of  brands  using  Pinterest  for  markeBng 2.  Use  Pinterest  as  a  focus  group   3.  Crowdsource • Millions  of  people  use  Pinterest  to  keep  track   • You  can  ask  fans  to  pin  pictures  of  themselves   of  objects  they  love,  places  they  enjoy,  foods   with  their  favorite  product  of  yours  and  tag   they  devour  and  things  that  inspire  them.   you,  and  then  you  can  easily  repin  those   • Therefore,  you  can  view  it  as  a  sort  of  focus   photos  onto  a  VIP  board  —  it’ll  give  a   group.   shoutout  to  these  fans  and  show  potenBal   customers  that  your  current  users  really  like   • Look  at  the  pinners  who  follow  your  brand  —   using  your  product.   see  what  they’re  pinning  and  who  else  they’re   following.  They’re  volunteering  a  lot  of   • If  your  company  hosted  an  even  recently,   informaBon  about  their  interests,  passions,   encourage  people  to  pin  and  tag  the  photos   dreams  and  sense  of  humor  in  a  more  natural   as  a  sort  of  crowdsourced  scrapbook. way  on  Pinterest  than  they  would  on  say,  a   •  And  around  the  holidays,  encourage  them  to   survey  or  even  on  Facebook,  where  they  have   pin  a  “wish  list”  board  to  curate  the  gi€s   to  manually  enter  “sarcasm”  or  “travel”  as  an   they’re  hoping  for. interest.   • Use  this  informaBon  to  your  advantage  to   glean  insights  about  your  target  consumers.      ©  HUBinsBtute.com   24
  • 25. Examples  of  brands  using  Pinterest  for  markeBng 4.  Create  a  contest   • Land’s  End  did  with  the  “Pin  It  To  Win  It”   holiday  campaign • Since  the  site  is  sBll  new,  examples  are  sBll  rare,  but  Land’s   End  has  been  one  of  the  1st  brand  to  test  contest  on   Pinterest  :   • Lands’End  officially  launched  its  Lands’  End  Canvas  Pinterest   page  on  November  17th,  2011 • From  24th    to  21st  of  Dec  2011,  Lands’  End  Canvas  has  been   tapping  the  visual,  style-­‐conscious  Pinterest  audience  to   launch  an  engagement  promoBon.    The  campaign,  called   “Lands’  End  Canvas  Pin  It  to  Win  It,”  encouraged  users  to   browse  www.landsendcanvas.com  and  create  virtual  Lands’   End  Canvas  pinboards  for  a  chance  to  win  one  of  10  $250  gi€   cards.   • The  winning  boards  belonged  to  Crosby  Noricks,  Michelle   Berkey,  Tony  Kim  and  Debbi  Seibel   • A  search  on  Pinterest  shows  that  there  were  around  200   boards  created  for  the  contest,  with  each  containing  at  least   10  to  20  images,  which  means  a  lot  of  Land’s  End   merchandise  was  injected  into  the  Pinterest  feed  at  no  cost.   • Running  contests  like  this  is  a  great  way  to  expose  your  brand   and  products  to  a  large  audience,  given  the  viral  nature  of        ©  HUBinsBtute.com   25
  • 26. Examples  of  brands  using  Pinterest  for  markeBng 5.  Be  creaBve! • Chris  March  (designer  and  host  of  Bravo  TV’S   • L2  uses  Pinterest  for  its  Press  Room Mad  Fashion)  post  TV  show  marke1ng • TIME  Magazine  “backstage”   • Chris  March  on  Pinterest  has  over  100.000   followers.  Boards  feature  designer  inspiraBon  and   final  looks  from  each  episode.  Boards  usually  go  up   immediately  a€er  an  episode  airs. TIME  Magazine  is  doing  a  wonderful  job  of  using  boards  to  surface  interviews,   staff  bios  and  promote  behind-­‐the-­‐scenes  blog  posts,  proving  that  Pinterest  can   potenBally  help  grow  the  audience  for  news  publishers  as  well.        ©  HUBinsBtute.com     26
  • 27. Brands  &  Pinterest   22  Bps  to  use  Pinterest 1. Register  /claim  your  brand's  name  to   5. Don’t  be  leecher,  be  an  acBve  member   avoid  brandjackers  squaBng  it  (ex  Louis   of  the  community  and  pin,re-­‐pin  and  like   VuiYon)! other  users’  images  if  you  find  them   2. If  you  are  in  the  fashion,  retail,  luxury,   relevant art,  travel,…  industries,  try  it  and  learn.   6. Brands  that  only  share  own  content  are   Outside  the  Bme  spent,  it  is  free  to   uninteresBng.  It  is  beYer  to  promote  a   experiment  with  Pinterest… lifestyle 3. Boost  your  brand  image  by  sharing  cool   7. Check  the  HELP  SecBon  of  Pinterest.com   but  relevant  images.  Inspire  people  and   and  read  their  official  blog  to  be  aware   generate  a  viral  effect about  new  funcBonaliBes. 4. Gather  customers  insights  and  idenBfy   8. If  you  don’t  want  the  pictures  of  your   trends  by  finding  out  what’s  interesBng   website  to  be  pinned  :  add  this  small   for  users.  Use  if  as  a  focus  group,   piece  of  code  to  the  head  of  any  page  on   crowdsource  inspiraBon  for  your  team your  site:  <meta  name="pinterest"   content="nopin"  />      ©  HUBinsBtute.com   27
  • 28. Brands  &  Pinterest   22  Bps  to  use  Pinterest 9. Follow    the  “Pin  E1queke” • Report  Objec1onable  Content  Pinterest  do  not   allow  nudity  or  hateful  content.  If  you  find   content  that  is  objecBonable  or  violates   • Be  Nice  Pinterest  is  a  community  of  people.   our  Terms  of  Service  can  submit  the  content  for   Tastes  are  personal,  but  be  respeclul  in  your   review  by  pushing  the  “Report  Content”  link. comments  and  conversaBons. • Tell  them  How  to  Make  Pinterest  Beker  They   • Credit  Your  Sources  Pins  are  the  most  useful   are  just  ge„ng  started,  so  there  are  going  to  be   when  they  have  links  back  to  the  original  source.   bumps  here  and  there.  Let  them  know  what's   If  you  noBce  that  a  pin  is  not  sourced  correctly,   working,  what's  not.  They  take  your  input   leave  a  comment  so  the  original  pinner  can   seriously.  You  can  get  in  touch  with  them   update  the  source.  Finding  the  original  source  is   anyBme:   always  preferable  to  a  secondary  source  such  as   -­‐  SuggesBons:  hi@pinterest.com,   Google  Image  Search  or  a  blog  entry. -­‐  Bugs:  bugs@pinterest.com, -­‐  Help:  help@pinterest.com • Avoid  Self  Promo1on  Pinterest  is  designed  to   curate  and  share  things  you  love.  If  there  is  a   photo  or  project  you’re  proud  of,  pin  away!   However,  try  not  to  use  Pinterest  purely  as  a  tool        ©  HUBinsBtute.com   28
  • 29. Brands  &  Pinterest   22  Bps  to  use  Pinterest 10. Promote  products  with  pricing  informa1on 11. Add  a  follow  bukon  to  your  site • Pinterest  features  a  secBon  on  the  site  called  ‘gi€s’  which   • Pinterest  has  a  few  goodies  that  can  be  used  on  your  own  site,   contains  informaBon  on  products  categorized  by  price,  with   to  help  grow  your  followers  and  promote  your  pins/boards.  The   links  through  to  purchase.  It’s  actually  incredibly  easy  to  get   first  of  these  that  you’ll  find  useful  are  the  follow  buYons  that   your  products  listed  in  this  secBon.  When  you’re  uploading  a   can  be  added  to  your  website.  Here  you  simply  select  the  style   pin  to  your  board,  just  make  sure  you  include  the  price  in  your   of  buYon  that  you  want,  click  on  it  and  the  embed  code  will  be   tags  and  your  product  will  be  pulled  into  the  gi€s  secBon.  Add   displayed.  This  code  will  be  automaBcally  populated  with  the  url   your  price  in  to  the  descripBon  and  tags  : of  your  own  Pinterest  account  when  you’re  logged  in  : • And  it  will  then  be  pulled  in  automaBcally  to  the  gi€  secBon,   with  the  price  displayed  : • At  the  moment,  gi€s  are  only  listed  in  $  dollars  &  pounds  £  but   this  will  hopefully  change  as  the  site  leaves  beta.      ©  HUBinsBtute.com   29
  • 30. Brands  &  Pinterest   22  Bps  to  use  Pinterest 12. Add  a  ‘Pin  It’  bukon  to  your  site 13. Enable  Share  on  your  Facebook  Timeline • The  pin  it  buYon,  can  be  added  next  to  a  specific  image  on   • Pinterest  recently  added  the  opBon  to  add  a  Pin  to  your   your  site.  People  will  be  able  to  easierly  pin  this  picture  to   Facebook  Timeline.   their  own  board  thanks  to  this  buYon.   • This  is  a  great  way  to  build  very  visual  awareness  for  your   • The  Pin  It  buYon  is  made  to  look  like  and  funcBon  similarly  to   Pinterest  account  and  encouraging  employees  to  get  involved   both  Facebook's  and  TwiYer's  buYons.  Placing  them  together   to  promote  your  account.  UnBl  Facebook  implements  Timeline   will  increase  the  social  awareness  of  your  products. for  Pages,  this  will  have  to  be  kept  to  individual  Timelines. • While  a  descripBon  is  opBonal,  it  is  recommended;  specifying   it  lowers  the  fricBon  for  your  users  to  pin  your  products. • You  can  have  mulBple  Pin  It  buYons  on  each  page  using  the   Advanced  code  below.  For  example,  on  a  catalog.  Just  make   sure  that  each  one  is  next  to  and  associated  with  the  correct   product,  visually. • Note  that  this  will  automaBcally  add  any  new  pins  to  your   Timeline      ©  HUBinsBtute.com   30
  • 31. Brands  &  Pinterest   22  Bps  to  use  Pinterest 14. Create  group  boards 15. Contribute  to  group  boards • When  you  create  a  board  on  Pinterest,  you  have  the   • As  well  as  creaBng  your  own  group  boards,  make   opBon  of  whether  to  make  it  a  group  board  or  not.  If   sure  you  are  also  contribuBng  to  other’s  group   you’re  trying  to  build  a  community  through  your   boards.   account,  you  should  make  it  open.  To  do  this,  you   • As  you’ll  need  to  request  to  be  added,  you  can   need  to  invite  people  to  join  the  board  when  you   always  leave  a  comment  on  a  parBcular  pin  asking  to   create  it.  Select  ‘me  and  contributors’  and  type  in   be  a  contributor  to  that  board,  le„ng  them  know   the  name  or  email  of  who  you’d  like  to  add.  You  will   that  you’ll  have  lots  of  interesBng  content  to  add!   only  be  able  to  add  people  that  you  are  following  : • As  with  anything  in  social  media,  this  shouldn’t  be   too  sales-­‐focused.   • As  well  as  posBng  your  own  products,  make  sure  to   source  other  interesBng  content  that  people  will  be   interested  in.  This  is  a  great  way  to  build  your  profile   within  Pinterest,  whether  running  a  personal  or   corporate  account.      ©  HUBinsBtute.com   31
  • 32. Brands  &  Pinterest   22  Bps  to  use  Pinterest 16. Add  an  RSS  feed  of  your  board 18. Invite  other  members • You  can  generate  an  RSS  feed  of  your  whole   • You  will  have  probably  learned  by  now  that  your   account  by  using  the  following  url,  replacing   fans  on  Facebook  and  TwiYer  are  always  looking  for   ‘username’  with  the  username  on  your  account  : fun  new  content.  While  Pinterest  is  starBng  to  pick   • feed://pinterest.com/usernamer/feed.rss up  users  massively,  there’s  sBll  a  long  way  to  go   before  it  reaches  the  mainstream.  Integrate   • You  can  then  use  this  RSS  feed  on  your  Facebook   Pinterest  with  your  other  social  network  accounts. Page  for  example,  or  encourage  people  to  add  it  to   their  own  Readers  to  subscribe  to  your  latest  pins. • If  you’ve  got  a  TwiYer  or  Facebook  account,  link  to   Pinterest  on  there  and  ask  people  to  join.  They’ll   always  like  to  be  seen  ahead  of  the  curve  in  front  of   17. Use  keywords their  friends,  jumping  on  the  next  big  site  before  it   • As  Pinterest  funcBons  much  more  like  a  social   hits  : search  engine  than  a  social  network,  it’s  very   important  to  pay  aYenBon  to  how  you  tag  your   product,  to  increase  the  chances  of  your  content   ge„ng  found.  Add  in  relevant  keywords  to  the   product  itself,  but  also  the  categories  it  may  relate   to  etc..  Also  try  and  pin  content  that  is  topical.  If  you   see  that  a  parBcular  type  of  pin  is  ge„ng  featured   on  the  ‘most  popular;  page  –  i.e.  cakes,  then  see  if        ©  HUBinsBtute.com   32
  • 33. Brands  &  Pinterest   22  Bps  to  use  Pinterest 19. Find  who’s  pinned  your  content 20. Pin  videos • If  you  want  to  get  an  easy  overview  of  who’s  pinning   • Videos  are  somewhat  under-­‐used  on  the  site,  as  it   content  from  your  website,  simply  enter  the  url   was  a  new  feature  that  Pinterest  enabled  late  last   below,  replacing  XXXXXX  with  your  own  site  url  : year,  to  enable  you  to  pin  videos.   • hYp://pinterest.com/source/XXXXXX • The  good  news  is,  it’s  incredibly  easy  to  do  but  it  will   • This  will  take  you  to  a  page  with  all  the  content   add  a  lot  more  depth  to  your  boards  and  provide  a   that’s  been  pinned  from  your  site  : bit  of  different  content  than  scrolling  through   videos.  To  pin  a  video,  you  simply  add  a  pin  in  the   same  way  you  normally  would,  either  through  the   site  or  the  bookmarklet  : • This  is  another  great  opportunity  to  build  your   community.  Leave  comments  on  these  pins  and  also   make  sure  to  follow  people  from  your  corporate/ personal  account  to  let  them  know  you’re  interested        ©  HUBinsBtute.com   33
  • 34. Brands  &  Pinterest   22  Bps  to  use  Pinterest 21. Re-­‐order  your  boards 22. Watermark  Your  Image   • With  Pinterest  the  emphasis  is  largely  on  how   • Before  finding  a  home  on  Pinterest,  images   visually  beauBful  your  boards  are.   someBmes  lose  their  source  informaBon  as  they   • Take  Bme  to  select  products  carefully,  and  also   travel  around  the  web.  To  beYer  help  your  audience   rearrange  your  boards  to  give  the  best  impact,  with   locate  your  product  informaBon,  consider  discretely   the  most  important  boards  at  the  top.  You  can  do   watermarking  photos  that  are  used  for  social  media   this  by  going  to  your  boards  and  clicking  on   promoBon  with  the  source  website  and/or  product   ‘rearrange’  on  the  top  right  hand  corner  : informaBon.        ©  HUBinsBtute.com   34
  • 35.    4.  THE  FUTURE  OF  PINTEREST  ?      A  bit  of  prospecBve? 35
  • 36. The  future  of  Pinterest? A  bit  of  prospecBve? Strengths   Weaknesses • Simple  :  Pinterest  is  very  “user  friendly”  and   • Audience  is  mostly  women  :  less  mainstream  than   therefore  may  appeal  to  the  mainstream  market Facebook  or  TwiYer) • Highly  social  :  since  you  need  to  connect  via  a   • Limited  use  for  non  visual  products Facebook  or  TwiYer  account,    you  are  directly   • Copyright  infringement  poten1al  issues connected  to  your  friends    and  can  share  content   Many  content  creators  such  as  GeYy  Image  are   with  them.  It  can  therefore  boost  content  virality   protesBng  regarding  Pinterest  users  reusing  their   while  referring  traffic  to  brands  site content  without  permission.  Pinterest  has  a   • It  connect  people  based  on  their  similar  interest,   noBficaBon  system  which  allows  copyright  holders   not  only    based  on  friendship. to  request  that  content  be  removed  from  the  site.   • A  great  way  for  product  discovery  &  purchase  :   But  as  the  MegaUpload  stop  shown,  a  business   recreaBng  impulse  buy  online "based  almost  enBrely  on  using  images  without   Site  referrals  &  SEO  :  Pins  lead  customers  directly   permission“  might  become  illegal  sooner  or  later. • back  to  you,  creaBng  links  to  your  pages • Inac1ve  users  :  Like  Quora  or  Google+,  or  even   HR  :  An  opportunity  for  employer  branding  (look  at   TwiYer  not  all  the  users  creaBng  an  account  will   • the  UCLA  page)  &  viralizing  job  offers conBnue  to  use  it.  Their  number  will  decide  if   Pinterest  stay  a  nice  niche  plalorm  or  become   mainstream • Compe11on  :  Clipboard.com,  Tumblr,…  might  fight        ©  HUBinsBtute.com   36
  • 37.  ABOUT  THE  AUTHORS  Jean-­‐Noël  Chaintreuil  &  Emmanuel  Vivier
  • 38. About  the  authors Speakers  &  digital  experts  in  MarkeBng  &  Human  Resources  2.0 Emmanuel  Vivier Jean-­‐Noël  Chaintreuil • emmanuel.vivier@gmail.com • jnchaintreuil@gmail.com • hYp://www.emmanuelvivier.com • hYp://jnchaintreuil.com/ • hYp://pinterest.com/emmanuelvivier • hYps://twiYer.com/#!/jnchaintreuil • hYp://www.twiYer.com/emmanuelvivier • Phone  :  +33  6  26  58  00  39 • Phone  :  +33  6  11  62  37  94 • Jean  Noel  has  been  a  top  execuBve  at  Air  Liquide   Emmanuel  is  one  of  the  world  top  "digital  adver1sing  &   for  more  than  10  years.    From  internaBonal  project  &  change   • social  media  marke1ng"  expert.  He  has  been  assisBng  leading   management  to  Human  resources  &  Finance,  he  helped  this   brands  such  as  BIC,  Orange,  Chanel,  Givenchy,  L'Oréal,  P&G,  Sony,   leading  brand  to  foster  innovaBon  in  its  organizaBon.   Warner  Bros,  Disney,  Fox,  CarBer,  Guerlain,  Jean  Paul  GaulBer,  TF1,   • Jean-­‐Noël  assisted  the  company  in  more  than  16  countries,  gaining   M6,  Fiskars,  ArcelorMiYal,  Danone,  Symantec,...  in  creaBng   an  extensive  mulB  cultural  background. innovaBve  adverBsing  campaigns  that  engage  their  consumers  for   • As  an  investor  and  entrepreneur,  Jean-­‐Noël  has  assisted  several   more  than  12  years. startups  in  their  early  stage  development • Emmanuel  Vivier  has  previously  been  the  cofounder  &  CEO  &   • He  is  a  renown  editor  for  Diateino  Publishing  House  with  a  strong   Cofounder  of  Vanksen  -­‐  one  of  the  leading  internaBonal  social   experBse  on  social  media,  web  2.0,  enterprise  2.0 media,  buzz  &  digital  markeBng  agencies,  and  from  BuzzParadise,   • He  is  now  an  independent  consultant  (Air  Liquide,  Danone,  Arcelor   the  blogger  outreach  plalorm  of  Vanksen  that  connects  brands  &   MiYal,  Unilever,  Pôle  Emploi  Belgique,  Conseil  d'État  &  startups)  &   influenBal  bloggers  worldwide. speaker  (Berlin,  Brussels,  Edimbourgh,  New  York,  Boston,  Houston,   • He  has  spoken  at  more  than  450  events,  conferences  and  seminars   Montreal)  on  social  media  &  HR  2.0  on  a  worldwide  level. worldwide  in  the  past  6  years • He  founded  Apéro  RH  (now  in  11  ciBes  from  London  to  Montreal)      ©  HUBinsBtute.com   38
  • 39.   Télécharger  ces  slides? Cliquez  sur  ce  lien hYp://www.hubinsBtute.com/reports     pour  télécharger   ce4e  présenta5on      ©  HUBinsBtute.com   39
  • 40. Contact Main  office,  workshop  and  training  rooms Vincent  Ducrey Emmanuel  Vivier Digital communication expert Digital marketing expert Email : vincent.ducrey@hubinstitute.com Email : emmanuel.vivier@hubinstitute.com Twitter : http://www.twitter.com/vincent_ducrey Twitter : http://www.twitter.com/emmanuelvivier Linkedin : http://fr.linkedin.com/in/vincentducrey Linkedin : http://fr.linkedin.com/in/emmanuelvivier 51 rue Pierre Charron 75008 Paris France Phone : +33.1.77.10.69.04        ©  HUBinsBtute.com 40