Pinterest

Pinterest: A Quickstart Guide For Brands, January 2012 © Leo Burnett/Arc Worldwide Contact: Kate Twohig (312-220-6734 ) or Marina Molenda (312-220-5465)

Estimated

Who’s Using it?

Pinterest: A Quickstart Guide for Brands

What is Pinterest?

Pinterest is an interesting platform for brands because: • It has a passionate and growing group of early adopters that are regular consumers,

not just tech fans.

• It’s about sharing your passions. Therefore, interactions tend to be more positive rather than complaints and negativity.

• It can extend the reach of your brand content.

• It provides an opportunity to associate your brand with specific themes or attributes.

• It can impact SEO via link building. You can link digital properties to your account and each pin links back to it’s original source.

Why is it relevant for brands?

Pinterest: A social image sharing website and app where users can create and organize theme-based visual collections of images.

Mobile app available for iOS

Early adopters that have requested or

been invited to join

59% are women age

25-44

Pin: An image added to Pinterest. Can be added from any site using the “Pin it” button or you users can upload images from their computer or mobile device.

Board. Set of Pins related to one topic. Users can follow all boards or specific boards of other users.

3 million users +

User Actions: Users can browse, repin, comment on, and like Pins

Pinterest

Pinterest: A Quickstart Guide For Brands, January 2012 © Leo Burnett/Arc Worldwide Contact: Kate Twohig (312-220-6734 ) or Marina Molenda (312-220-5465)

Pinterest: A Quickstart Guide for Brands

How should brands engage? Best Practices 1. Pin from various sources, including repins from within the site. 2. Create a few boards that cover a broad range of interests. 3. Show off different facets of your brand personality or values. 4. Share content that’s relevant, valuable & not overly promotional. 5. Include eye catching visuals in your digital assets. 6. Boards should contain enough content to make them worth following. 7. Be responsive. 8. Add new pins as much as possible. 9. Promote your presence. 10. Monitor. Search for pins about your brand and check what people are pinning from your site using pinterst.com/source/[URL].

Activation Examples 1. Build buzz with contests and unique content. 2. Connect with consumers by engaging with their pins. 3. Get consumer insights & feedback via comments, likes, repins. 4. Tell your brand’s story through visuals. 5. Provide inside access. 6. Feature customer’s product interpretations into your Boards.

Success means providing content that fits with the brand and user behaviors on the platform Design Inspiration West Elm Food Whole Foods Travel The Travel Channel Access The Today Show Fashion Bergdorf Goodman

Considerations SEO Considerations • Pins provide links back to the original source. This can impact link building and traffic for your website. • To improve discovery of your content, be strategic with key words used for boards and descriptions. Pinning Limitations • Users are not able to pin Facebook images. • Users are not able to pin from flash-based websites. Partnerships • Consider how brand, philanthropy, and media partnerships can be featured and provide something unique to followers.

Promotion

Price

Linking Your Social Sites

• Pin It tags can be added to brand

sites (ex. Boticca.com). • Brands should promote their

Pinterest presence through digital assets such as email.

• Price tags can be added by including

a price within the description. • This feature is more appropriate for

individual sellers and brands should be cautious of using it.

• When you create an account you can choose to connect your Twitter and Facebook account, along with your brand site.

• You can choose to share your Pins across networks or embed them on a brand site.

Final Thoughts Pinterest is still a very new platform and technically is still in beta. This means the user experience and stability of the platform is still in the works. However, for brands that have the right fit with the platform, there is opportunity to innovate, experiment, and connect with your consumers in a new and interesting way. For most brands, it may be best not to dedicate a significant amount of resources to this platform.