This document outlines effective strategies and insights for using Pinterest as a marketing tool, highlighting the platform's unique features and user demographics. It includes do's and don'ts for engaging with audiences, as well as successful case studies from brands like Whole Foods and Etsy. A study of Dutch brands reveals over 81% are not utilizing Pinterest, indicating a missed opportunity in a fast-growing social media landscape.

1. Sanne van den Barselaar
Marketing & Communication

2. We are a creative agency crafting digital
solutions for good companies. We believe
great digital work is about inspiring people.
This presentation covers the do’s and don’ts on Pinterest,
containing cases of both International and Dutch
brands on Pinterest.
www.pixelfarm.nl

3. Pinterest
Pinterest is a virtual pinboard. It lets you organize
and share all the images you find on the web.
Pins
Posts are called pins. A pin is an image added to Pinterest.
A pin can be added from a website, or it can be uploaded
from your computer.
Boards
A set of pins is called a board. A board can be created on
any topic, such as Cool posters, Recipes for Dinner, or a
Wishlist. A board can contain an unlimited amount of pins.

4. Pinterest Facts & Figures
80%
20%
The platform has about Pinterest is being dominated by women Online shoppers referred from Pinterest
2.2 million daily active users. (80% vs. 20% men) in the age category are 10% more likely to buy something
25-34, with 34-44 close behind. and spend 10% more than visitors
from other social networks.

5. Brands killing it on Pinterest

6. Brands killing it on Pinterest
What they have in common
Personal touch
Humor
Pins are related to company
Pins are relevant to audience
Pins are authentic
A lot of colour and variety in boards
>800 pins
Lots of followers (40k - 115k)

7. Whole Foods Market The world’s leader in natural & organic foods
As you can see Whole Foods uses a lot of
different boards and each of them has its
own theme. Of course they stay close to
their product; food.

8. Etsy Online marketplace for handmade & vintage goods
Etsy has about 2750 pins and 38 colorful
boards. They know exactly what the consumer
wants as they focus on different themes, from
weddings to pets and from food to furniture.
And that pays off! Their pins are good for a total
of 121k followers!
Interesting fact: Nearly 1 out of 5
online shoppers claim that their recent
purchase was made after seeing an
image from Etsy on Pinterest.

9. The largest independent news source dedicated to covering digital
Mashable culture, social media and technology.
Mashable has a lot of traffic on its website
and implemented ways to pin images from
the site. This causes a lot of people to
navigate from mashable.com to their
Pinterest channel and vice versa.

10. Pixelfarm research
Research Dutch Market 7% 5%
active
no content
Pixelfarm researched the activity of 330 well known Dutch 7%
brands on Pinterest. Results show that just a small percent- upcoming
age (5%) are active on Pinterest. About 7% are upcoming
with several boards and some pins, against another 7%
that does have a Pinterest account but without any content
on it.
If you do the math, you see that over 81% of the Dutch
brands aren’t using Pinterest at all while it’s one of the
fastest growing social media platforms this year! 81%
not using

11. Dutch brands on Pinterest
Followers Pins Boards Following
366 1491 26 22
445 226 16 27
421 202 13 7
Data from 08/08/2012

12. Do’s and Don’ts
Are you on Pinterest or thinking about doing something with
this fast growing platform as an online marketing tool?
Then have a look at the following do’s and don’ts.
They might come in handy for you.

13. Do’s
First make sure you have a complete profile:
Brand it with your logo and make sure it’s of good quality
Add a (company) description
Make sure you integrate your website and other social media platforms
Don’t place empty boards on your wall
Make sure your boards are placed into the right category

14. Do’s
Optimize your pins with hashtags(#), links,
categories and keywords. This way you make
it easier for your audience to find you as
Google notices new content and social signals.
Note: don’t add too much text to
the image unless it’s relevant.

15. Do’s
Follow individual boards instead of persons to
avoid content overload in your stream.

16. Do’s
Discover when to pin
On your Pinterest homepage you find an overview of
the latest likes, repins and followers.

17. Do’s
Analyze popular pins and find out
where they’re pinned from.
Simply put, a pin is popular when it’s getting pinned and
liked by a lot of people and therefore shows up in your
stream more often.

18. Do’s
Follow inspirational platforms like Colossal or
Boredpanda to get fresh visuals to pin.

19. Do’s
Make sure you download the ‘pin plugin’ or
‘pin it’ button for your browser. This way you
can pin every image from the web!

20. Don’ts
Don’t pin everything! Be selective
in what you pin and repin.
The 3 basic elements of great pins:
Colorful Relevant for your audience Fun, aesthetically
or a wide public attractive or newsworthy

21. Don’ts
Don’t upload pins that are not yours!
It’s social media, so if someone finds out be ready
to get burned.

22. Don’ts
Post good quality pictures
The photo on the left is a great example of a good
quality picture. It’s sharp and it enlarges to the
original size when clicked.
Avoid bad quality pictures
The photo shown above is not only of poor
quality, its also too small. If you were to click on
this image it would not enlarge and that can
frustrate the followers of your boards.

23. Don’ts
Don’t hide the source. Make sure you give
credit where credit is due.

24. Don’ts
SPAM
Above all: don’t spam your followers with
irrelevant, non-authentic content.

25. Engagement
Three ways to create Pinterest engagement:
1. Get to know your followers. Your pins should be interesting enough for them to like and repin
2. Add board contributors and work together on a board
3. Create opportunities for followers to promote you (through competitions for example)

26. Draw attention
Other interesting ways to get yourself noticed
Smart Trike Uniqlo

27. Pinspiration
Womens inspiration day
Kotex was responsible for one of the world’s first Pinterest
campaigns. They focussed on 50 active, female Pinterest
users and sent each of them a package with personalized
gifts. The campaign was a big success as the women start
sharing their gifts on Pinterest and other social networks,
resulting in almost 700k impressions. Check out their campaign.

28. Pinspiration
Peugeot’s Panama Puzzle
Another brand that came up with an original cross media
campaign is Peugeot. Peugeot’s Panama unit ran a
contest that awarded fans who completed a Pinterest
puzzle. The brand’s Pinterest profile featured images of
cars running over two or more boards. In each case, a
board was missing. Fans had to go to Peugeot Panama’s
Facebook page or website to get the missing pieces.

29. Pinterest
Even if you don’t consider your business as a visual brand
there are ways to reach out to your audience.
Get into the head of your followers.
Analyze what they pin, repin and like.
Pin what’s interesting for them without losing sight
of your (brand) identity and values.
And above all INSPIRE!

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2992 LA Barendrecht getintouch@pixelfarm.nl
Questions?getintouch@pixelfarm.nl
pinterest.com business2community.com techplugged.com shopify.com dutchcowgirls.nl usatoday.com
mashable.com http://bit.ly/MbuF46 http://bit.ly/MiJLL6 http://bit.ly/M3pCHp http://bit.ly/OIZ2Ts http://usat.ly/N0blgd