The document provides an overview of Pinterest as an image-based bookmarking and social media tool, highlighting its user demographics and growth in popularity. It emphasizes the engagement Pinterest users have compared to other social networks and discusses strategies for tourism agencies to leverage the platform for increased interaction and visibility. Additionally, it mentions analytics tools for tracking performance and offers ideas to encourage user participation and content sharing.

1. June 4, 2012
Stephanie Lynch
PR Manger at Hoffman | Lewis
@theslynch
Presentation for #MACVB12

2. What IS ?
• Image-based bookmarking tool
• Scrapbook
• Dream board
• Social media channel

3. What IS Pinterest?
•

4. What IS Pinterest?
•

5. What IS Pinterest?
•

8. http://pinterest.com/source/YOURDOMAIN.com

9. What IS Pinterest?
• Demographics of Pinterest users:
–68% of users are women
–80% are 25+
–50% have children
–28% have a household income of
$100K+

10. What IS ?
• Third most-popular social
network in the
U.S., behind Facebook and
Twitter, in terms of total
visits. (Experian Hitwise)
• Users come from
Missouri! Missouri ranks
as the top state in terms of
total user visits.

11. What IS ?
• Pinterest users spent an average 89 minutes on
the site in January, surpassing Twitter and
LinkedIn, tying with Tumblr and second only to
Facebook. (comScore)

12. What IS ?
• Pubs and tourism industry are pinning

13. Tourism on ?
Missouri CVBs/DMOs on Pinterest (6/1/12):
• Cape Girardeau: http://pinterest.com/visitcape
• Branson: http://pinterest.com/explorebranson
• St. Louis: http://pinterest.com/explorestlouis1
• Lake of the Ozarks: http://pinterest.com/funlakemo
• Pulaski County: http://pinterest.com/visitpulaski
• Columbia: http://pinterest.com/visitcolumbiamo
• St Joseph: http://pinterest.com/StJosephMO
• VisitMO: http://pinterest.com/VisitMO
• Springfield: http://pinterest.com/springfieldcvb
• Jefferson City: http://pinterest.com/visitjcmo

14. What is the GOAL?
• Increase followers
• Increase repins (content spreads
virally)
• Increase likes
• Increase comments
• Loftier goal—encourage users to
actually “do” the pins you’ve
created.

15. Goodies
• Upload pins through
Pinterest
• Use the Pin It bookmarklet
• Use the Pinterest smart
phone app
• Try the right-click extension

16. Goodies
• Pinstagram
• Pingram
• PinReach
• Pinerly
• Google Analytics

17. Analytics
Pinerly vs. PinReach
• tracks specific • no campaign set up--tracks
“campaigns” (i.e., pins) boards
• offers stats on clicks • provides stats on most
successful pins
• Pinerly bookmarklet
• gives you full analytics of all
users (as long as they are
PinReach users)

18. Future of ?
• Where the heck is Pinterest API?
• Why does Pinterest search suck?
• Who cares?
Wayfair CEO, says that “shoppers referred by Pinterest are 10% more likely
to make a purchase than visitors who arrive from other social
networks, including Facebook and Twitter. They’ll also spend 10% more on
average.” (Mashable)

19. Future of ?

20. 10 “Pinning” Ideas for your DMO
1. Create a “focus group” board with contributors
– Use influencers and evangelizers
– Make the rules clear
2. @ sign publications
3. Make exclusive content
4. Make an offer
5. Use price tags
6. Attach a goal to your community management efforts
7. Overlay text on your images
8. Use a call to action
9. Pin after 8 p.m.
– work with interns or volunteers
10. Try a hashtag
– Get your destination’s community involved
– Connect with local boutiques, shops or restaurants

21. Questions?

22. Resources
http://bit.ly/KqkJbt