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How Pinterest can work for your destination June 4, 2012 Stephanie Lynch PR Manger at Hoffman | Lewis @theslynch Presentation for

How Pinterest Can Work for Your Destination

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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!

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Page 1: How Pinterest Can Work for Your Destination

How Pinterest can work for

your destination

June 4, 2012Stephanie LynchPR Manger at Hoffman | Lewis@theslynchPresentation for #MACVB12

Page 2: How Pinterest Can Work for Your Destination

What IS ?

• Image-based bookmarking tool• Scrapbook• Dream board• Social media channel

Page 3: How Pinterest Can Work for Your Destination

What IS Pinterest?

Page 4: How Pinterest Can Work for Your Destination

What IS Pinterest?

Page 5: How Pinterest Can Work for Your Destination

What IS Pinterest?

Page 6: How Pinterest Can Work for Your Destination
Page 7: How Pinterest Can Work for Your Destination
Page 8: How Pinterest Can Work for Your Destination

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

Page 9: How Pinterest Can Work for Your Destination

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+

Page 10: How Pinterest Can Work for Your Destination

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.

Page 11: How Pinterest Can Work for Your Destination

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)

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What IS ?

• Pubs and tourism industry are pinning

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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

Page 14: How Pinterest Can Work for Your Destination

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.

Page 15: How Pinterest Can Work for Your Destination

Goodies

• Upload pins through Pinterest• Use the Pin It bookmarklet• Use the Pinterest smart

phone app• Try the right-click extension

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Goodies

• Pinstagram• Pingram• PinReach• Pinerly• Google Analytics

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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.

Page 18: How Pinterest Can Work for Your Destination

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)

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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

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Questions?

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Resources

http://bit.ly/KqkJbt