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Is your Convention and Visitors Bureau or Destination Marketing Organization on Pinterest? Find out basic stats, tips and 3rd party vendors that offer metrics and analytics (prior to Pinterest API being released). Connect with me on Twitter at @theslynch for any questions!
Citation preview
How Pinterest can work for
your destination
June 4, 2012Stephanie LynchPR Manger at Hoffman | Lewis@theslynchPresentation for #MACVB12
What IS ?
• Image-based bookmarking tool• Scrapbook• Dream board• Social media channel
What IS Pinterest?
What IS Pinterest?
What IS Pinterest?
http://pinterest.com/source/YOURDOMAIN.com
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+
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.
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)
What IS ?
• Pubs and tourism industry are pinning
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
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.
Goodies
• Upload pins through Pinterest• Use the Pin It bookmarklet• Use the Pinterest smart
phone app• Try the right-click extension
Goodies
• Pinstagram• Pingram• PinReach• Pinerly• Google Analytics
Analytics
PinReach
• no campaign set up--tracks boards
• provides stats on most successful pins
• gives you full analytics of all users (as long as they are PinReach users)
Pinerly
• tracks specific “campaigns” (i.e., pins)
• offers stats on clicks
• Pinerly bookmarklet
vs.
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)
Future of ?
10 “Pinning” Ideas for your DMO1. Create a “focus group” board with contributors
– Use influencers and evangelizers– Make the rules clear
2. @ sign publications3. Make exclusive content4. Make an offer5. Use price tags6. Attach a goal to your community management efforts7. Overlay text on your images8. Use a call to action9. Pin after 8 p.m.
– work with interns or volunteers10. Try a hashtag
– Get your destination’s community involved– Connect with local boutiques, shops or restaurants
Questions?