The document discusses various features and guidelines related to Pinterest for brands, focusing on the introduction of rich article pins, updated promotion rules, and the new place pins functionality. It emphasizes how these tools can help brands enhance their visibility and engagement on the platform while encouraging authentic user interactions. Additionally, it includes insights from Red Door Interactive's social media strategist, Anne Buehner, about effective strategies for utilizing these features.

1. Exciting, useful content and more for innovators, like you.
MINDSHARE
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pinterest
the power of

2. Red Door MindSHARE: Exciting, useful content and more for innovators, like you | The Power of Pinterest
MINDSHARE
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Welcome to Red Door’s MindSHARE.
At Red Door, sharing is one of our key core values.
When we find something valuable, we want everyone
to benefit. Here is a compilation of some of our latest
discoveries, tips and insights. Enjoy—and feel free
to pass it along!

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Table of Contents
Pinned to your brand: Rich Pins On Pinterest 5
Encourage winning pinning: Pinterest Promotion Rules 6
Pins in the map: Pinterest Place Pins 9
Pins on-domain: Pinterest API 12
Questions & About Red Door Interactive 14
ABOUT
AUTHOR
THE
ANNE BUEHNER,
Senior Social Media
Strategist
Anne Buehner is Red Door Interactive’s
Senior Social Media Strategist.
Anne has spearheaded award-winning
social media campaigns and strongly
believes the days of siloing a brand’s
communications are over. Armed with
a degree in creative writing and
background in PR, she helps brands
develop meaningful, authentic, engaged
communities and strategically tell their
story across channels and platforms
through compelling content. Anne also
leads the team of social media experts
at Red Door and works closely with
other subject matter experts to ensure
strategies are integrated to achieve
clients’ goals.
Follow me on:
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Pinned to your brand:
Rich Pins On Pinterest

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Pinned to your brand: Rich Pins On Pinterest
WHAT ARE ARTICLE RICH PINS?
Recently, Pinterest announced that a new type
of rich pin can be supported on the platform. Along
with rich recipe pins, product pins and movie pins,
rich article pins are now also available. Brands that
have a blog or articles on their websites should
now enable rich pins on their site so that articles
and blog posts will be presented in a more visually
pleasing and credible way to pinners.
When Rich Pins are enabled for articles and blog
posts, the following information is presented along
with the image on Pinterest (previously, a user
would have to click through on a pin to see this
information):
• The title
• The author’s name
• A short description of the content
(based on the meta-description)
• Where the article is coming from
(the brand’s website)
WHY THEY MATTER:
Pinterest boasts over 70 million users, many
of which use Pinterest as a bookmarking tool
for further reading or to curate reference lists,
so it is important for a brand’s information to stand
out and entice users to repin their content (over
80% of pins on Pinterest are repins). Rich article
pins signify that the image is from a legitimate
source and brands won’t have to rely on pinners
to write relevant descriptions to entice clicks –
the pins will already include it.
HOW TO IMPLEMENT THEM:
Applying for Rich Pins is a relatively easy process,
but is somewhat technical. Pinterest outlines
the following steps for brands using Rich Pins:
• Decide what kind of Rich Pin (product,
recipe, movie or article) you want to
apply for
• Add the appropriate metatags to your site
• Validate your Rich Pins and apply to get
them on Pinterest
FURTHER READING:
http://blog.hubspot.com/marketing/pinterest-announces-rich-pins-for-articles-nj
http://blog.tailwindapp.com/how-to-make-rich-article-pins/
http://developers.pinterest.com/rich_pins/
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Encourage winning pinning:
Pinterest Promotion Rules
Red Door MindSHARE: Exciting, useful content and more for innovators, like you | The Power of Pinterest

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Encourage winning pinning: Pinterest Promotion Rules
OVERVIEW OF GUIDELINES
On October 24, 2013, Pinterest announced new
promotion guidelines to its Acceptable Use Policy
to keep the pinning experience inspirational and
authentic for users. Essentially, Pinterest does not
want brands to require contest entrants to be
required to pin images that they aren’t genuinely
interested in, which creates a feed that can feel
irrelevant and spammy. Instead, Pinterest
encourages brands to use contests to reward
users based on quality of pins that reflect
individuals’ true aesthetics.
Pinterest provides a list of contest do’s and don’ts
in its Brand Guidelines. Here are our biggest
takeaways:
DO:
• Reward quality over quantity.
• Make it easy to get involved with clear
and simple instructions.
• Read Pinterest’s anti-spam measures
to keep your contest fun and useful.
DON’T:
• Require people to add Pins from
a selection—let them add what they like.
• Make people Pin your contest rules.
• Run a sweepstakes where each Pin,
board, like or follow represents an entry.
• Encourage spammy behavior, such as
asking particpants to comment.
• Ask people to vote with Pins, boards,
or likes.
• Require a minimum number of Pins.
• Call your contest a “Pin it to win it”
contest.
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WHAT THIS MEANS FOR BRANDS:
Brands will need to update the way they run
Pinterest contests to comply with guidelines.
Piqora, a vendor we work with to manage Pinterest
contests, provided the following screenshot
as an acceptable contest flow.
Shot from Piqora
Encourage winning pinning: Pinterest Promotion Rules
In other words, you can’t exclude users who pin
from different websites or boards, but you can
provide a link to the “inspiration” location. We
suspect that most participants will pin from the
inspiration board even though it isn’t required
because it is easier than pulling from other
sources. When we use Piqora for contests,
we’re able to direct participants to wherever
you’d like after the form is filled out (via Facebook
tab or landing page), such as a Pinterest board
or a website.

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Pins in the map:
Pinterest Place Pins
Red Door MindSHARE: Exciting, useful content and more for innovators, like you | The Power of Pinterest

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Pins in the map: Pinterest Place Pins
With over 70 million users, Pinterest is quickly
becoming a place where users can plan their
future travels or dream about their ideal vacation.
According to the site, each day users pin about
1.5 million places onto their boards, cumulating in
the over 750 million pins of various destinations
currently on the site. In November, 2013, Pinterest
announced the release of Place Pins (in addition
to various other Rich Pins previously announced),
which puts maps and location as the focus
of a board.
From the local coffee shop to a European castle,
these new Place Pins can give users extra details
about the location such as the address, phone
number, directions and photos of the location
all in one place. The details on Place Pins are
powered by information uploaded to Foursquare,
making it essential for physical locations to keep
their Foursquare accounts up to date so their
locations can easily be used as Place Pins on
Pinterest. These pins are activated on map
Pinterest boards (available in board settings)
and create a visual story with place as the hero.
IDEAS FOR USE:
To increase visibility using these new pins,
brands can:
• Partner on a board with other businesses
to create a tour of local shops and
restaurants
• Create a walking tour of a city
• Share insider tips and locations to visit
in a brand’s hometown
• Pin a list of places that are crucial to
the brand (i.e. where it was founded,
developed its iconic product, etc.)
• Curate pins of people using/enjoying
a product across the globe
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However, other important notes include:
• Ensure your Foursquare account is up
to date and includes robust information
• Have a plan for creating and promoting
your new map board with your audience
in a way they will find useful
EXAMPLES OF PLACE BOARDS FROM
PINTEREST:
• East Coast Beach Crawl from the Travel
Channel
• Gastronomic Travel from the Four Seasons
Hotels and Resorts
• Top 100 Hotels in the World from Conde Nast
Traveler
• The World’s Best Festivals from Fest300
Pins in the map: Pinterest Place Pins
NEXT STEPS:
Adding Place Pins to a Pinterest account is an easy
process, requiring only a toggle switch turned “on”
(add a map) in a Pinterest Board’s setting.
add a map
Example of Place Board

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Pins on-demand:
Pinterest API

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Pins on-demand: Pinterest API
In November, 2013, Pinterest announced its first
API (applied programming interface code), which
allows developers to create apps that interface
with a web service and bring pins off of Pinterest
and onto a brand’s website. The API is only
available to a few of Pinterest’s select partners,
like Better Homes & Gardens and Zappos, but
there is a request form on its website.
WHAT THIS MEANS FOR BRANDS:
Although it doesn’t change anything for brands
that are not included in the initial API rollout right
now, we recommend beginning to plan how you
will use APIs on your domain. Before you can
apply for access to the API, you’ll need to create
a wireframe/mockup of its integration and provide
it to Pinterest.
See the full request form here.
• Domain search - Developers will be able
to surface trending results for keywords
such as “Men’s Boots,” “Holiday recipes”
or “Fashion Week”
• Most recent - A widget to bring a stream
of your latest pins to your site, so that
visitors can view what you’ve been
pinning lately
• Related pins - A widget that will suggest
other pins people may like based on the
item or content they’re viewing
Examples of API’s with select partners
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The domain APIs make four types of analytics
function possible:
• Top pins – A method to showcase the
most clicked pins and top repins

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LET’S CONNECT:
Our social media experts have helped clients reach and exceed
their goals. They live and breathe social media and can help you
with any additional questions you may have on the information in
this Reditorial. Please email Anne Buehner, Red Door Interactive’s
Senior Social Media Strategist: abuehner@reddoor.biz
We handle a range of services—strategy, SEO, business
management, analytics, optimization, creative, user experience and
so much more—via expert teams that work in tandem. Click here
to contact us, or visit our website to learn more about what we can
do for you.
QUESTIONS ON THE INFORMATION IN THIS MINDSHARE?
GENERAL MARKETING QUESTIONS?
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