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Jenna Rutschman and Elise Redlin of Terralever delivered a Pinning Principles presentation to the AMA Phoenix Interactive Special Interest Group of March 9, 2013.
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MAY / 09 / 2013
Pinning Principles
Presented by:Jenna Rutschman and Elise Redlin to AMA
Pinterest One Year Later
Friday, May 10, 13
Agenda 01 What we are Talking About Today
02 Social Media Landscape
03 Pinterest Overview & Tips
04 Pinterest Personal VS Business
05 Case Studies
06 Analytics
07 Questions
Friday, May 10, 13
Agenda 01 What we are Talking About Today
02 Social Media Landscape
03 Pinterest Overview & Tips
04 Pinterest Personal VS Business
05 Case Studies
06 Analytics
07 Questions
Friday, May 10, 13
Overview for Today
DescriptionTips for using Pinterest for your business. Pinterest is one of the fastest growing social media sites ever, and it has become a huge source of referral traffic for many businesses. An increasing number of companies are leveraging the platform to reach a new audience, increase visits to their site and to generate leads or retail sales.
Key Takeaways:• Identifying if you have the right product or service to use Pinterest for your business• How to crete your plan to leverage Pinterest• Tips for better pinning• How to use Pinterest Analytics to evaluate your results
Friday, May 10, 13
Agenda 01 What we are Talking About Today
02 Social Media Landscape
03 Pinterest Overview & Tips
04 Pinterest Personal VS Business
05 Case Studies
06 Analytics
07 Questions
Friday, May 10, 13
• How to you find your way in the ever changing and growing social
Social Media Landscape | Setting the Stage
Friday, May 10, 13
0 30 60 90
Percentage of B2B Marketers Who Use Various Social Media Sites to Distribute Content
2011 2012
Source: 2013 Content Marketing Institute/MarketingProfs
Social Media Landscape | Overview B2B
Friday, May 10, 13
0 30 60 90
Percentage of B2C Marketers Who Use Various Social Media Sites to Distribute Content
2012
Source: 2013 Content Marketing Institute/MarketingProfs
Social Media Landscape | Overview B2C
Friday, May 10, 13
9
• Determine goals for each platform• Ensure each stakeholder agrees on
goals• Set timeline to achieve goals• Set benchmarks to measure goals
against• Set reporting guidelines • Determine available (and willing)
resources• Set target audiences and personas• Develop brand voice guidelines • Create and curate content
Social Media Landscape | Overview Goals
Friday, May 10, 13
10
Identifying your target audience is the foundation for any business’ sales and marketing plan
• You can’t afford to target everyone• Focus on a specific market that is more
likely to buy from you• Look for common interests and behaviors• What problem are they trying to solve• Who are your competitors targeting• Define demographics and psychographics• Determine the right channels and marketing
messages that will resonate with them• Content efforts will be fundamentally
flawed if you do not pinpoint the audience you are producing content for
Penetrated
Targeted
Qualified
Available
Potential
Total Population
Social Media Landscape | Understand Your Audience
Friday, May 10, 13
Agenda 01 What we are Talking About Today
02 Social Media Landscape
03 Pinterest Overview & Tips
04 Pinterest Personal VS Business
05 Case Studies
06 Analytics
07 Questions
Friday, May 10, 13
Pinterest | Overview
Pinterest is a tool for collecting and organizing things you love.
• Make a wishlist• Plan a trip• Organize an event• Start a collection• Plan a project
• Since launching in 2010 Pinterest has jumped to 30 million unique monthly users (comScore)
• 81% of U.S. online consumers trust information and advice from Pinterest (BlogHer)
• Pinterest hit 10 million U.S. unique visitors faster than any independent site in history (Wishpond)
• Pinterest shoppers are spending significantly more per checkout averaging between $140-$180 per order, (Rich Relevance)
• Pinterest’s share of referrals is highest in home furnishings, accounting for up to 60 percent of all social traffic. (Rich Relevance)
Friday, May 10, 13
Pinterest | Overview
Understanding the categorical breakdown of browsers vs purchasers
Top 10 Categories for Browsing • Home, Garden & Pool/Spa• Clothing & Apparel • Art, Art Supplies & Hobbies• Flowers, Food, Drink & gifts• Health & Beauty• Jewelry, Handbags & Accessories• Travel & Travel Accessories• Footwear• Entertainment• Toys & Games
Top 10 Categories for Purchasing • Clothing & Apparel • Jewelry, Handbags & Accessories• Art, Art Supplies & Hobbies• Home, Garden & Pool/Spa• Health & Beauty• Footwear• Flowers, Food, Drink & Gifts• Baby Gear• Entertainment• Sporting Goods
Source: Bizrate Insights Image Sharing and Shopping Series March 2012
Friday, May 10, 13
Pinterest | Brands on Pinterest
A few brands who are “owning” their Pinterest planning and utilizing the site with vengeance and creativity
Friday, May 10, 13
Pinterest | PlanningBefore you start a Pinterest Account Consider:
• What do pinners care about?• How can you use your website analytics to help determine what
your audience is interested in?• Who is your audience?• How to you want to inspire or help them?• Is your topic visual?• Is your topic specific?
Whole Foods board “How Does Your Garden Grow”
L.L.Bean board “Outdoor Fun”
Friday, May 10, 13
Pinterest | Pinning
• Direct from eCommerce• Pin directly from your eCommerce site
• Inspirational and Useful• Pin inspirational images and products that have focus and relevance to your brand message• Think about the message behind the pin, is it interesting, useful or inspirational for your users
all while relating to your brand?
• Description• Include rich descriptions along with your pins utilizing common keywords • Descriptions matter within the Pinterest algorithm, users are often using the platform to find
(search) new content and products
• Pin Now Read Later• Remember much of the Pinterest content will be used later• Keep this in mind with call-to-actions and the “lifespan” a pin will have
Friday, May 10, 13
Agenda 01 What we are Talking About Today
02 Social Media Landscape
03 Pinterest Overview & Tips
04 Pinterest Personal VS Business
05 Case Studies
06 Analytics
07 Questions
Friday, May 10, 13
“Wait, this looks JUST like my personal account?”
Pinterest | Business Accounts
Friday, May 10, 13
Pinterest | Business
Resources on Pinterest.business.com:• Business-Specific Terms of Service• Case Studies• What Works• Buttons & Widgets• Analytics
Friday, May 10, 13
Pinterest | Personal to Business
How to Convert from Personal to Business
• Step One• Go to business.pinterest.com and
click “convert your existing account.”• Step Two
• Basic Info (select business type, contact name, email)
• Step Three • Profile Info (business name,
username, about, website)• Step Four
• Agree (terms of service)
Friday, May 10, 13
Pinterest | Verify Your Website
Show Pinners They Can Trust You• Step One
• Edit Profile (use the pencil in the right corner of your name box OR Settings)
• Step Two • Enter Web address & click “verify”
• Step Three • Follow instructions- HTML File or
META tag
Friday, May 10, 13
Agenda 01 What we are Talking About Today
02 Social Media Landscape
03 Pinterest Overview & Tips
04 Pinterest Personal VS Business
05 Case Studies
06 Analytics
07 Questions
Friday, May 10, 13
Pinterest | Case Studies
Helpful & Active • Boards contain Whole
Foods content as well as category related content
• They are active• Follow back participants• Recipes, tutorials, design,
recycling are all topics• 54 Boards• 121,384 Followers
Friday, May 10, 13
Pinterest | Case Studies
Inspirational & On Brand • L.L. Bean is over 100 years old• On point with brand • L.L. Bean states they are not
promoting or tracking Pinterest as a “selling channel”
• Internal metrics show that pinners do spend more per transaction
• Contests NOT Promotions • 24 Boards• 5,756,497 Followers
Friday, May 10, 13
Pinterest | Case Studies
Drive Traffic & Exposure• AMC Giveaways Board• Visual pins direct users to
appropriate contest landing pages
• LP’s gather user data including information and preferences
• 32 Boards• 5,052 Followers
Friday, May 10, 13
Pinterest | Case Studies
Unexpected Success• Mom & Daughter• 1 image on Pinterest =
10,000 visitors in 1 month• Now they average
120,000 page views per month
• 24 Boards• 1,890 Followers
Friday, May 10, 13
Agenda 01 What we are Talking About Today
02 Social Media Landscape
03 Pinterest Overview & Tips
04 Pinterest Personal VS Business
05 Case Studies
06 Analytics
07 Questions
Friday, May 10, 13
Pinterest AnalyticsSee what people are pinning
Pinterest | Analytics
Friday, May 10, 13
Check out: pinterest.com/source/yourwebsite.com
Pinterest AnalyticsSee what people are pinning
Pinterest | Analytics
Friday, May 10, 13
• Repinly-- discover what your followers love• Pingraphy- schedule your pins ( $12 a mo.)
Other Analytics Tools
Pinterest | Analytics
Friday, May 10, 13
#1 Pinterest Mistake
Pinterest | Analytics
Friday, May 10, 13
Agenda 01 What we are Talking About Today
02 Social Media Landscape
03 Pinterest Overview & Tips
04 Pinterest Personal VS Business
05 Case Studies
06 Analytics
07 Questions
Friday, May 10, 13
Questions?
Friday, May 10, 13
Jenna RutschmanAccount Strategist
Thank You
Elise RedlinMarketing Director
Friday, May 10, 13