Learn how to find your customers by looking at the source of like-minded pins, and beating them to their own game on Pinterest. Using men's style as the example, I'll show you how I found the blogs that were producing the most popular content on Pinterest, and how I beat them to their own game by creating original content that linked back to my own site, thus increasing my web traffic.

1. @STNC
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2. WHO AM I?
• Director of Search at BuzzShift
• Named one of the top menswear pinners by
Huffington Post
• Over 1.1 million Pinterest Followers
• A fan of suits, and riding trains
@STNC
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3. EXPECTED LEARNINGS
1. Identify other sites that potential customers
frequent
2. Use Pinterest (and Instagram) to increase your
own web traffic
3. Increase your fanbase on Pinterest (and
Instagram)
@STNC
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4. A NOTE
•
•
This presentation uses #menswear as the
central theme. This should apply across
most industries.
If you find it doesn’t apply to yours, feel
free to ask me afterwards, and we can
identify how to apply it to yours.
@STNC
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5. TO START
• Pinterest has a truly global audience of
over 70 million users1
• People referred from Pinterest are 10%
more likely to make a purchase2
• Pinterest users share content 3X more
on mobile than on desktop3
• Those who click through from a pin
WANT to explore your site
@STNC
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6. MY SYSTEM
1. Identification (A “Keyword Research” of sorts)
2. Repurposing
3. Creation
4. Sharing
5. Agility (A/B Test your content)
6. Monetize (Not mine, but everyone seems to like
money)
@STNC
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7. IDENTIFICATION
• Men’s Fashion and #menswear results on
Pinterest
@STNC
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8. IDENTIFICATION
• Clicking through several popular pins
and Instagram users reveals the
following:
•
•
•
•
•
•
•
mensfashionworld.tumblr.com
@scoutsixteen
theportuguesegentleman.tumblr.com
@nickwooster
angelbespoke.tumblr.com
@thenoblecustom
filippocirulli.tumblr.com
@STNC
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9. REPURPOSING
Repurposing – Curating content from other sites, and
then sharing from your site
How I do it:
1. Find content from blogs I follow/Instagram
2. Reblog it to my tumblr
3. Pin from my tumblr (so that users click through to
my site)
Note: ALWAYS cite sources, and ALWAYS give credit. If
none exists, try and track it down
@STNC
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10. CREATION
While using content from others for your own personal
gain is all fine and dandy and easy, it’s important to
put your own stuff out there, so others can do the
same with your content.
How I do it:
• Editorials (Why the double breasted suit rocks)
• Photoshoots (Look at me at a train station in a suit)
• Outfit/Item Posts (Add all these items go so great
together)
@STNC
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11. CREATION
Editorials
Photoshoots
Outfit/Item Posts
Suits are awesome,
yet no one wears
them. Why won’t
you wear a suit?
Please? There are
plenty of suits; red
ones, blue, green
ones. Suits, Suits,
Suits, Suits, Suits,
Suits, Suits, Suits,
Suits, Suits, Suits,
Suits, Suits,
@STNC
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12. SHARING CYCLE
Create places for your own content, as well
as for repurposed content


Savilestreets.com – WordPress Site – Editorials
Tumblr.savilestreets.com – Tumblr – Repurposed Content
@STNC
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13. SHARING CYCLE
Original Content
Repurpose
d
Sharing
Hub
Additional
Sharing
@STNC
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14. AGILITY
• The same strategy might not last forever
•
Trends may change, style evolves, one piece of content is used
too much
• Let your followers, and the community
tell you what they like
@STNC
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15. AGILITY
@STNC
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16. INCREASING YOUR COMMUNITY
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•
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It doesn’t happen overnight
It takes dedication
It’s repetitive
Don’t buy followers, buy automation
•
Instagram Like Automation:
•
•
Boostagram.com
instamacro.com
@STNC
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17. MONETIZE
• Display Ads: The Google guidelines on
the ratio of organic to paid content are a
good starting point
• Referral links: Less obvious, let’s you
keep the site clean of ads
• Network: Find other sites/pinners in
your space, find common ground/ways
to work together
@STNC
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18. THE RESULT
• Truly engaged site visitors
• A higher New vs. Returning ratio
•
Give them a reason to come to your site directly
@STNC
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19. SOURCES
1. http://thenextweb.com/socialmedia/2013
/07/10/semiocast-pinterest-now-has-70million-users-and-is-steadily-aainingmomentum-outside-the-us/
2. http://sproutsocial.com/insights/2012/05
/pinterest-e-commerce-study/
3. http://marketingland.com/infographichow-people-share-on-pinterest-63052
@STNC
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20. THANKS!
Michael Stancil
Director of Search Marketing, @buzzshift
michael@buzzshift.com
pinterest.com/stnc
twitter.com/stnc
google.com/+michaelstancil
instagram.com/stnc
tumblr.com/savilestreets
savilestreets.com
@STNC
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