The Complete Pinterest Guide for Brands

Authored by

Date

26

2012

For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com

eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK

Detailed and practical advice to brands on how

to participate on the Pinterest platform

Feb 2012 Authored by Bliss Hanlin, Community Manager at eModeration

A complete

Pinterest guide

for brands

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The opportunities for social media for financial services companiesError! Bookmark not defined.

Setting the rules of engagement ...................................................... Error! Bookmark not defined.

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eModeration: The Guide to Social Media Engagement for Financial Organisations

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eModeration white paper: A complete Pinterest guide for brands

From weddings to dream homes to bucket lists, Pinterest’s user-created and curated mood

boards are a fascinating phenomenon to the social media community. You might be

wondering how to harness the power of Pinterest’s visual pinners for your brand and

marketing efforts. In this guide, we’ll take a look at different aspects of Pinterest and how they

relate to brands.

Part I: Just what is Pinterest, anyway? 4

Part 2: Optimizing Content For Pinterest 6

The PinIt Button ........................................................................................................................................ 6

It’s All About the Visual .......................................................................................................................... 6

Trust Your Bloggers .................................................................................................................................. 7

Watermark Your Image ......................................................................................................................... 7

Use Appealing Themes .......................................................................................................................... 7

Part 3: Participating on Pinterest as a Brand Curator 8

Getting Started ....................................................................................................................................... 8

Show Your Lifestyle and your Brand Taste Aesthetic ....................................................................... 8

Give Tutorials ........................................................................................................................................... 8

Use it as a Focus Group ......................................................................................................................... 9

Show Your Core Values ......................................................................................................................... 9

Show Your ‘Behind the Scenes’ ........................................................................................................... 9

Campaigns and Contests .................................................................................................................... 9

Curate Your Own Content ................................................................................................................... 9

Part 4: Making the Most of Pinterest - Tips and Tricks 10

Include Pricing Info .............................................................................................................................. 10

Use Keywords in Descriptions ............................................................................................................. 10

Search Your Name ............................................................................................................................... 10

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Search for Mentions ............................................................................................................................. 11

"Liking" ..................................................................................................................................................... 11

@symbol ................................................................................................................................................. 12

Reward Your Fans ................................................................................................................................. 12

Connecting Platforms .......................................................................................................................... 12

Part 5: 100+ Brands on Pinterest 13

Food and Cooking ............................................................................................................................... 14

Cooking Magazines ............................................................................................................................. 14

Television ................................................................................................................................................ 14

Journalism .............................................................................................................................................. 15

Fashion and Lifestyle Magazines ....................................................................................................... 15

Sports ...................................................................................................................................................... 15

Apparel .................................................................................................................................................. 16

Retailers .................................................................................................................................................. 16

Beauty and Fashion ............................................................................................................................. 17

Celebrities/Tastemakers ...................................................................................................................... 17

Travel ....................................................................................................................................................... 17

Publishing ............................................................................................................................................... 18

Non-Profits .............................................................................................................................................. 18

Colleges and Universities .................................................................................................................... 19

Miscellaneous ........................................................................................................................................ 19

Pinterest Boards about Brands ........................................................................................................... 19

About eModeration 20

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Part I: Just what is Pinterest, anyway?

Pinterest, the by-invite-only visual social sharing network, has seen impressive growth since its

introduction in March 2010. The brainchild of Paul Sciarra, Evan Sharp and Ben Silbermann,

Pinterest’s mission is to “connect everyone in the world through the ‘things’ they find

interesting. Alexa now cites it as the 32nd most popular website in the United States. Daily,

visitors spend more than 11 minutes on the site, showing up rival Twitter on this metric by more

than 50%. As an aside, it looks as though Pinterest is monetizing their site early on: rumour has

it that the site is quietly generating revenue by modifying user submitted pins using a service

called skimlinks. If someone clicks through the picture from Pinterest and makes a purchase,

Pinterest gets paid.

Whereas Twitter is focused on text via microblogging, Pinterest is fuelled

by image curation. The screengrabs, infographics, cartoons, and visual

inspirational quotes that sometimes make their way to Facebook find a

true home with Pinterest, where members are encouraged to pin,

organize, share, and sort all the individual visual pieces of internet

ephemera to create a kind of collective stream of visual memes.

Pinterest is a little like Tumblr, in that it starts with a photo. But instead of

presenting one photo at a time in the Tumblr style, Pinterest photos or

"pins" gain context from being sorted by their pinners into "boards" of

similar items or concepts for presentation.

The active members of Pinterest browse, pin, and repin to experience things that are

interesting and relevant, to capture visual images that surface in their web wanderings or

that were surfaced because of friend curation – whiling away time in an aspirational or

dreaming way. But they also are finding things that impact everyday life: crafts projects,

planning birthday parties, designing a home on a budget. As their onboarding email says,

"Pinterest is as much about discovering new things as it is about

sharing." Topics that are fantastical and immensely practical are

equally at home on Pinterest.

If you are thinking that all of this sounds suspiciously similar to what

you did as a teenager with a piece of posterboard and your

favorite magazines, you are right. Pinterest taps into that same

human trait of dreaming by sorting activity that already exists in

real life, from brides dog-earing bridal magazines, to home cooks

building bookmark files of "someday" recipes, to interior designers

collecting fabric swatches and paint samples. The Pinterest

platform allows all of that activity and more to happen in a

collective sharing way that is intensely visual and equally as

engaging.

http://siteanalytics.compete.com/pinterest.com/

http://www.linkedin.com/profile/paulsciarra

http://www.linkedin.com/profile/view?id=27742905

http://www.linkedin.com/profile/view?id=2740677

http://pinterest.com/about/

http://www.forbes.com/sites/terokuittinen/2012/01/22/the-parasite-phenomenon-radical-copycatting-of-pinterest/

http://llsocial.com/2012/02/pinterest-modifying-user-submitted-pins/

http://llsocial.com/2012/02/pinterest-modifying-user-submitted-pins/

http://skimlinks.com/

https://twitter.com/

http://www.tumblr.com/

http://www.pcmag.com/slideshow/story/293314/how-do-people-use-pinterest

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It is possible to build a robust following and a sense of community while posting to Pinterest on

behalf of a brand, as long as the brand curator participates in a genuine way. It is important

to remember that Pinterest is about individual expression and sharing, not about selling or

broadcasting. Pinterest’s Etiquette Guide stresses that self-promotion is frowned upon. You’ll

notice as you dive into the Pinterest platform that there is no easy way to search for a brand

as a voice.

In this stage of Pinterest development, Brands are expected to behave as the individual

participants of Pinterest do. Pinterest is thought to have a female-skewed demographic.

Consumer-facing and female-centric brands have done well on this platform. Respect for the

core users of Pinterest is important. In our interviews, we discovered many active pinners

refuse to engage with a brand’s pins on principle unless they find a connection to a person or

point of view behind the brand name. A brand that tries to swim in the Pinterest waters

without understanding the core user will find that there is not an audience for a broadcast or

promotional kind of pinning. The members of Pinterest will simply ignore the brand pins and

boards that they feel go against the spirit of Pinterest.

There are two main ways social media managers and internal brand advocates can harness

Pinterest for brand promotion: by optimizing the brand content to be appealing to the

growing network of Pinterest participants, and by joining Pinterest as a participant/brand

curator. The first takes incorporating the Pinterest aesthetic into account when creating and

publishing visually on the web, but is low-maintenance from a social media management

stand-point. The second approach of being an active brand curator takes a great deal of

energy and a regular flow of content, but has the advantage of using "push button"

technology.

Whether active use of Pinterest is best left to the industries that

are a natural fit with the interests of Pinterest pinners is a

question only time and use can answer. In this five part series of

Pinterest, we will take a look at how to optimize content for use

on Pinterest, regardless of brand participation, the ins and outs

of joining Pinterest as a brand curator, tips and tricks that help

build a Pinterest community, and specific examples of how

brands are using Pinterest today.

image courtesy of frangipanidesignssydney.blogspot.com

http://pinterest.com/about/etiquette/

http://socialmediab2b.com/2012/01/b2b-marketing-pinterest/

http://socialmediab2b.com/2012/01/b2b-marketing-pinterest/

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Part 2: Optimizing Content For Pinterest

At its core, Pinterest is a visual social bookmarking service. Its masonry style layout presents

material in a pleasing way. Pinterest relies on user-created, high quality visual imagery from

the web along with an addictive UX. The competitive social aspect of the service help keep

the taste level of the participants elevated. But without strong content from the web, the

service would not exist.

It is possible for a brand to choose to participate in Pinterest by providing and promoting its

own strong, visual content via traditional social media measures and choose to not take the

additional step of direct participation as a brand curator. In doing so, the brand would be

trusting its savvy brand advocates to recognize and site the content that is readily available.

This content can be presented along traditional channels: Facebook, Twitter pic, blog, etc.

Pinterest serves as a niche network, not a global replacement. Active pinners

are also savvy web surfers. If you provide it and it is beautiful, optimized, and

useful, it is very likely your content will end up on Pinterest.

The PinIt Button

There are four main ways a product’s image might appear on Pinterest – by

screenshot, by direct url, by PinIt bookmarklet, and by PinIt button. If a participant on

Pinterest finds your product uncredited via a blogger’s screenshot or by an image search, the

trackback to a direct url on an e-commerce or product information site will be lost. The

simplest way to prevent this from happening is to incorporate the PinIt button on ecommerce

sites, much the way Abe’s Market, Etsy, and Martha Stewart have with the PinIt button

displayed along side the product information.

It’s All About the Visual

The images themselves are the main allure of pinboards, even though a url might have a

great deal of text behind it. An image that has strong appeal to a Pinterest member is one

that is powerful and emotive. Beautiful photography with good lighting and strong

composition, quirky details highlighted, visuals with unexpected twists, quotes with powerful

words and interesting typography, images of people that present a powerful or universal

emotion, sophisticated color presentation - appealing and inspiring are the Pinterest themes.

Without an appealing visual, a link is unlikely to be repinned, even it contains engaging text

content.

http://designshack.net/articles/business-articles/addictive-ux-why-pinterest-is-so-dang-amazing/

http://pinterest.com/about/goodies/

http://pinterest.com/about/goodies/

http://www.abesmarket.com/

http://www.etsy.com/

http://www.marthastewart.com/

http://www.1stwebdesigner.com/design/use-pinterest-for-traffic/

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Trust Your Bloggers

Continue your current efforts in social media, blogging and blogger outreach. Pinterest

participants are more likely to respond to a trusted individual’s pin about your brand than a

direct overture from a brand about its own product on Pinterest. Bloggers are early adopters

of Pinterest, are comfortable trusting their "eye" when it comes to personal curation, and love

to share their passions with a wide audience. Pinterest is turning out to be a great driver of

traffic for bloggers, so most savvy bloggers are happy to spend time on the platform.

Watermark Your Image

Before finding a home on Pinterest, images sometimes lose their

source information as they travel around the web. To better help

your audience locate your product information, consider discretely

watermarking photos that are used for social media promotion

with the source website and/or product information.

Use Appealing Themes

Be seasonal. Pinterest reflects

life. The week of January 22,

the most popular pins

included homemade

valentine treats in with

strawberry and chocolate in

preparation for Valentine’s

Day, exercise and health

inspiration as part of New

Year resolution behavior

(bathing suit, healthy food

recipes,) and gardening prep

photos. Include human truths.

Recognize human truths and find the humor in them. Themes that resonate on Pinterest: total

looks, food, beauty, love, family, inspiration, organization, crafts, how-to, design,

aspirational/dreams.

http://www.blogworld.com/2012/01/21/35-brilliant-bloggers-talk-about-pinterest/

http://www.5minutesformom.com/48888/mom-bloggers-pick-pinterest-over-google/

http://juliacantor.com/2012/01/02/bloggers-dish-pinterest-drives-blog-traffic/

http://juliacantor.com/2012/01/02/bloggers-dish-pinterest-drives-blog-traffic/

http://pinterest.com/popular/

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Part 3: Participating on Pinterest as a Brand Curator

Pinterest's current population is made up of an interesting mix of designers, bloggers, moms,

fashionistas, and early tech adopters. As the site grows, so does the userbase. Some brands

are using currently using Pinterest, but with a new medium, there is a level of experimentation

to even the most polished effort. Below are tips on getting started with Pinterest as a brand

curator.

Getting Started

On Pinterest, full, rich content boards to better than sparse ones. For brands, a steady feed of

newly pinned or repinned content is better than one mad set-up dash and then a dusty

account. The one exception to the above is in claiming a brand address. It is far better to

claim an account for your brand’s name now, even if you have yet to identify if your brand is

a good candidate for Pinterest participation, than to leave your brand’s name unclaimed

and available for a potential or accidental brand-jacking. (On Pinterest, "Time" and

"Time_Magazine" produce decidedly different results.)

Show Your Lifestyle and your Brand Taste Aesthetic

Getting started on Pinterest can be a daunting task. Pinterest designer and co-founder Evan

Sharp sums it up: “For most consumer brands, the idea behind your brand makes sense on

Pinterest.” Whole Foods follows this advice particularly well. Boards focused on gardening,

recycling, and world charities add value and context to their brand. West Elm is another

company that makes use of this strategy, repinning user-sourced content to their own

inspirational boards with titles like “Globalist” and

“Chevron Stripes.” Other Pinterest users “follow”

West Elm once they discover they have been

repinned and/or followed by the taste making

brand.

Give Tutorials

Hobbiests, bakers, crafters, designers, and other "hands-on" driven people love to use

Pinterest as a source book for making visually appealing projects. Brands can leverage this

desire by making short tutorials on the use of a product and presenting it either through a

photo tutorial that is easily understandable when in pin form, a photo plus content that give

clear how-to instructions (do-it-yourself, recipes, crafts,) or by making use of the ability to pin

YouTube videos.

http://www.ignitesocialmedia.com/social-networks/pinterest-demographic-data/

http://pinterest.com/time/

http://pinterest.com/time_magazine/

http://mashable.com/2012/01/19/pinterest-brands/

http://pinterest.com/wholefoods/

http://pinterest.com/westelm/

http://blog.pinterest.com/post/8670310296/video-pins

http://blog.pinterest.com/post/8670310296/video-pins

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Use it as a Focus Group

Pinterest can be used as a focus group by watching what your

followers pin, as well as watching what popular pins in your

category or industry reflect about current trends. Chobani

watches repinned recipes as a source for possible test kitchen

candidates. Nordstrom watches for surges in popularity

measured by direct engagement (pins and likes) for trends and

styles.

Show Your Core Values

For a brand curator, creating different boards on Pinterest can

help show the different sides of its personality and its core values. Chobani uses this strategy

effectively in its Pinterest boards, championing Chobani Moms on one board and inspiring

fitness on another. Cabot Cheese displays its core values in the subjects it curates – Farmer

Pride, Vermont, and Cow themed boards receive equal attention to the food recipe and

photography boards.

Show Your ‘Behind the Scenes’

Not all content needs to be repinnable to be worthwhile. Some brands are finding value in

using Pinterest as a visual diary, showing behind the scene photos and pictures of staff in a

format that is personal and appealing. Time Magazine uses a static board to show off a

visually cohesive set of staff profile photos with short attached bios. Tarte Cosmetics shows off

staff photos and industry snaps on its “Tartelette Takes” pinboard.

Campaigns and Contests

Marketers are beginning to explore how Pinterest can be

leveraged for limited-time campaigns and contests. It is a slippery

slope to navigate, as participants of Pinterest are suspicious of

brands that engage for self-promotion. Early adopter Land’s End

saw success with its “Pin It to Win It” holiday campaign, as did Tarte

Cosmetics with its “Pinning on the Glitz” sweepstakes.

Curate Your Own Content

While Pinterest frowns on self-promotion, some massive

scale e-commerce retailers are natural fits for self-curation.

Using their e-commerce urls, both Nordstrom and Bergdorf

Goodman curate their own content, taking their vast inventories and linking individual

products into smaller themes like “Seventies” and “Glam” look books that put content

together visually in away that is not possible on their shopping sites.

The Travel Channel shows

Behind the Scenes photos

pinned from

travelchannel.com

http://pinterest.com/chobani/

http://www.fastcompany.com/1808071/chobani-yogurt-tickles-the-tastes-of-pinterest-addicts-so-can-your-brand?

http://www.fastcompany.com/1808071/chobani-yogurt-tickles-the-tastes-of-pinterest-addicts-so-can-your-brand?

http://pinterest.com/nordstrom/

http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/

http://adage.com/article/digitalnext/real-simple-pinterest-drives-traffic-facebook/231576/


http://www.fastcompany.com/1808071/chobani-yogurt-tickles-the-tastes-of-pinterest-addicts-so-can-your-brand

http://pinterest.com/cabotcheese/

http://pinterest.com/time_magazine/time-staff/

http://pinterest.com/tartelettes/tartelette-takes/


http://www.business2community.com/strategy/lands%E2%80%99-end-contest-confirms-strategic-role-of-pinterest-for-brands-0107477

http://tartecosmetics.com/blog/2012/01/17/congratulations-to-our-pinning-on-the-glitz-with-tarte-sweepstakes-winners/


http://www.luxurydaily.com/how-and-why-luxury-brands-should-leverage-social-network-pinterest/


http://pinterest.com/bergdorfs/


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Part 4: Making the Most of Pinterest - Tips and Tricks

A relatively young network, some features and tools are a little creaky. Pinterest's search

feature is less than powerful. Nothing about Pinterest is optimized for brand or marketing use.

Other features could also use improvement.

The site changes often, so be sure to keep an eye on the Pinterest blog for updates and new

features. Below are a series of tips to help you make the most of your time with Pinterest.

Include Pricing Info

Pinterest's site includes a section for users to browse for gifts (for others,

for themselves) by price. To appear in this section, a pin must include

pricing information in the description so that the pins will repopulate in

the gift selection . If pinning your own content, add a "$" or a "£" to the

Pin's description and make sure the url is a direct link to the product. Be

sure to make use of Pinterest's search feature so that when your content

is shared and is discussed on Pinterest, your community manager can

organically join the conversation. Often times, consumer goods are

pinned and then pinned again, and the purchasing information or url

link is lost. In Pinterest etiquette, it isn’t just ok to comment to provide sourcing information, it is

welcomed.

Use Keywords in Descriptions

Pinterest's search feature is a literal beast. If a searcher inputs a term like "blue dress," the

results that will display for the individual pin search will contain only pins that include that term

in the pin description. Help your would-be followers discover your content by including apt

descriptions. Descriptions also act as a "title" for an individual pin, so making the description

pleasing to the eye and ear is also important.

Search Your Name

Use the creaky Pinterest search feature to find mentions of your brand on other boards. You’ll

find new people to follow this way and sources of inspiration for your own curation. A search

for Brooks Brothers finds products being highlighted in a board called “Preppy Cool,” while

Sephora products find new life in pinboards being used for color stories.

http://agbeat.com/real-estate-technology-new-media/12-more-improvements-pinterest-should-make-in-2012/

http://blog.pinterest.com/

http://pinterest.com/gifts/


http://mashable.com/2012/01/18/curated-commerce-marketing/

http://mashable.com/2012/01/18/curated-commerce-marketing/

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Search for Mentions

You can also find content people have pinned directly from

your website by adding, “/source/” and your website address to

the Pinterest homepage URL. For example, if we want to look at

what content people have shared from Mashable, we can enter

http://pinterest.com/source/mashable.com. Searching for people who already are sharing

your product is a good way to find followers who might be interested in following your brand

curated boards back.

"Liking"

Unlike repinning, the “liking” action is a low profile way for a brand to engage with the larger

Pinterest community. Liking is a viewable list by other members. If there are tangential

subjects to your brand that you do not wish to curate as a whole board, you may wish to

“like” another members content on the subject instead of repinning. Examples of this might

be: a children’s clothing brand that curates content for children’s play activities “liking” a

creative child bento box lunch, a cooking/epicurean brand that curates kitchen equipment

and dishes “liking” kitchen remodels. Making use of the like feature is a good way to build a

following.

http://www.radian6.com/blog/2012/01/5-ways-retailers-can-benefit-from-pinterest/

http://www.radian6.com/blog/2012/01/5-ways-retailers-can-benefit-from-pinterest/

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@symbol

You can directly engage with anyone for whom you are already following at least one

board. Tag descriptions of pins/repins and comments with the @ symbol followed by

username and a notification will be sent directly to the user. Direct mentions are great ways

to reinforce relationships and build your community.

Reward Your Fans

Repinning and Liking take very little time/bandwidth compared to custom curating and

commenting on other users’ pins. Notifications of your activity will appear to the others in their

activity feeds and notification emails. By taking time to explore your follower's boards, it

would be possible to create a “brand” board of lifestyle inspiration completely filled with

“What Brand X Fans Love” and repins.

Connecting Platforms

When creating a Pinterest account, you can choose to connect

your Twitter and Facebook accounts, along with your website.

Indeed, this step is mandatory in creating an account, although

the social network display can be toggled off after registration. If

enabled, social account widgets appear below your profile bio to

your followers.

It is important to note that currently, brand pages cannot be

selected via the Facebook integration. When registering a brand

Pinterest account, the safest choice is to choose to integrate your

brand Twitter account. Once social network sharing is enabled,

you can choose to share your Pins across the networks (although this sharing works on the

personal profile level, not the brand page level,) or to embed them onto your website.

(Currently, only pins can be embedded, but the Pinterest designers have plans to make

boards embeddable in Q1 of this year.) Driving traffic by posting links to your Pinterest profile

and pins via an update on Twitter, Facebook, Google+ or wherever your audience is actively

discussing your brand will benefit your presence on Pinterest.

http://pinterest.com/about/help/

http://www.quora.com/Pinterest-User-FAQs/Is-it-possible-to-embed-your-Pinterest-boards-to-sites-If-not-is-Pinterest-working-on-this-to-make-it-possible#answers

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Part 5: 100+ Brands on Pinterest

You might be wondering if your brand is a fit with Pinterest. There is no harm is registering your

brand's name, and that will help stake your claim against brandjackers. Some industries have

obvious curation tie-ins that make joining Pinterest a natural fit (retail, design, beauty.) Other

industries will need to be creative to find a way to make use of Pinterest's visual curation

emphasis to benefit their overall community efforts.

Pinterest has identified the following “best practices" for brands:

Pinning from various sources rather than one specific site.

Repinning from within the site to engage with others – repinning is one of the most social

activities on Pinterest and it’s how any user really builds his/her network of followers.

Creating at least a few boards that cover a broad range of interests, rather than

maintaining a single board devoted to one topic.

In working with Pinterest, it is evident that the platform in its current state has been built with

individuals in mind, not brand curators. It takes some creativity to bend a profile to suit a

brand's needs. Likewise, Pinterest's internal search delivers nebulous results.

It can be difficult to find examples of how brands are currently using Pinterest, as Pinterest's

search will not always surface relevant content and many of the current articles on the web

rehash the same case studies (West Elm, Whole Foods, Mashable, etc.) In thinking about your

brand's direction on Pinterest, you may find helpful the following index and loose

categorization of 100+ brands currently participating on Pinterest.

Cabot Cheese's

genuine appreciation

for the company's

roots makes it one of

our favorite brand

curator examples.

http://en.wikipedia.org/wiki/Brandjacking

http://mashable.com/2012/01/09/the-top-brands-on-pinterest/


http://pinterest.com/wholefoods/

http://pinterest.com/mashable/

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Food and Cooking

Cabot Cheese

Epicurious

Chobani

Lindt Chocolate

Middle Sister Wines

Pillsbury

Domestica

Food52

Peanut

Butter

& Co.

Pretzel

Crisps

Little

Debbie

Tillamook

Cheese

Hillshire Farm

Whole Foods

Pepperidge

Farm Puff

Pastry

Cooking Magazines

Cooking Light

Saveur

Clean Eating

Cooking Light devotes a pinboard to Blogs

they love.

Television

The Weather Channel

Today Show

Travel Channel

HGTV

Food Network

Sesame Street

HGTV and Pinterst are a natural fit.

http://pinterest.com/cabotcheese/

http://pinterest.com/epicurious/


http://pinterest.com/lindtchocolate/

http://pinterest.com/middlesiswines/

http://pinterest.com/pillsburyideas/

http://www.blogger.com/%20http:/pinterest.com/domestica/

http://pinterest.com/food52/

http://pinterest.com/peanutbutterco/



http://pinterest.com/pretzelcrisps/

http://pinterest.com/pretzelcrisps/

http://pinterest.com/thelittledebbie/

http://pinterest.com/thelittledebbie/

http://pinterest.com/tillamook/

http://pinterest.com/tillamook/

http://pinterest.com/hillshirefarm/

http://pinterest.com/wholefoods

http://pinterest.com/PUFFPASTRY/



http://pinterest.com/cookinglight/

http://pinterest.com/saveur/

http://pinterest.com/cleaneatingmag/

http://pinterest.com/weatherchannel/

http://pinterest.com/todayshow

http://pinterest.com/travelchannel

http://pinterest.com/hgtv/

http://pinterest.com/foodnetwork/

http://pinterest.com/sesamestreet/

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Journalism

Newsweek KOMO News

Time USA Today College

The Wall Street Journal Gannett Digital

CTV News Mashable

CBS New York PBS NewsHour

Fashion and Lifestyle Magazines

Real Simple Magazine Today's Parent

Brides Magazine Rue Magazine

Shape Magazine Better Homes and Gardens

In Style Lonny Magazine

People Matchbook Magazine

Lucky Magazine Parenting Magazine

Ladies' Home Journal Sunset Magazine

Sports

Seattle Seahawks

Major League Baseball

http://pinterest.com/newsweek/

http://pinterest.com/komonews/

http://pinterest.com/time_magazine/

http://pinterest.com/usatodaycollege/

http://pinterest.com/wsj/

http://pinterest.com/gannett/

http://pinterest.com/ctvnews/

http://pinterest.com/mashable/

http://pinterest.com/cbsnewyork/

https://pinterest.com/pbsnewshour/

http://pinterest.com/realsimple

http://pinterest.com/todaysparent/

http://pinterest.com/brides/

http://pinterest.com/ruemag/

http://pinterest.com/shapemagazine/

http://pinterest.com/bhg/

http://pinterest.com/instylemag/

http://pinterest.com/lonnymag/

http://pinterest.com/people/

http://pinterest.com/matchbookmag/

http://pinterest.com/luckymagazine/

http://pinterest.com/parenting/

http://pinterest.com/lhjmagazine/

http://pinterest.com/sunsetmag/

http://pinterest.com/seattleseahawks/

http://pinterest.com/mlbam/

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16


Etsy's early adoption and intense use pays off in number of

followers.

Apparel

Barneys New York Kate Spade NY

Threadless Allens Boots

Sevenly Gilt Baby and Kids

Land's End

Club Monaco

Barkers Clothing

Zulily

Anthropologie

Lily Pulitzer

Retailers

Nieman Marcus

Bergdorf Goodman

Nordstrom

West Elm

Michael's

Pottery Barn Kids

Zales

Etsy

Abe's Market

Williams-Sonoma

Betsy White Stationary

LaylaGrace

Melissa and Doug

Feterie

Jo-Ann Fabric and Craft

Boticca

http://pinterest.com/barneysny/

http://pinterest.com/katespadeny/

http://pinterest.com/threadless/

http://pinterest.com/cowboyboots/

http://pinterest.com/sevenly/

http://pinterest.com/giltkids/

http://pinterest.com/landsendcanvas/

http://pinterest.com/clubmonaco/

http://pinterest.com/barkersclothing/

http://pinterest.com/zulily/

http://pinterest.com/anthropologie/

http://pinterest.com/lillypulitzer/

http://pinterest.com/neimanmarcus/




http://pinterest.com/michaelsstores

http://pinterest.com/potterybarnkids/

http://pinterest.com/zalesjewelers/

http://pinterest.com/etsy/

http://pinterest.com/abesmarket

http://pinterest.com/williamssonoma/

http://pinterest.com/betsywhite/

http://pinterest.com/LaylaGrayce/

http://pinterest.com/melissaanddoug/

http://pinterest.com/feterie/

http://pinterest.com/joannstores/

http://pinterest.com/boticca/

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17


Beauty and Fashion

Tarte Cosmetics

Rent the Runway

Birchbox

Shop It To Me

Honeycomb Salon

Pop Sugar Tarte Cosmetics shows staff photos and product picks.

Celebrities/Tastemakers

Nina Garcia

Chris March

The Backstreet Boys

Paula Deen

Michael Kors

Felicia Day

Martha Stewart

Ree Drummond

Alanis Morissette Nina Garcia (and staff) embraces her role as tastemaker.

Travel

American Airlines

Southwest Airlines

BedandBreakfast.com

HomeAway

Blogher curates from member blog content

http://pinterest.com/tartelettes/

http://pinterest.com/renttherunway/

http://pinterest.com/birchbox/

http://pinterest.com/shopittome/

http://pinterest.com/honeycomb/

http://pinterest.com/popsugar/

http://pinterest.com/ninagarcia/

http://pinterest.com/chrismarch/

http://pinterest.com/backstreetboys/

http://pinterest.com/pauladeen/

http://pinterest.com/michaelkors/

http://pinterest.com/feliciaday/

http://pinterest.com/marthastewart

http://pinterest.com/thepioneerwoman/

https://pinterest.com/morissette

http://pinterest.com/americanair/

http://pinterest.com/southwestair/

http://pinterest.com/bnblovers/

http://pinterest.com/homeaway/

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18


Publishing

Chronicle Books Scholastic Inc.

Random House Books BlogHer

Knopf Doubeday Heinemann Publishing

Crown Publishing Realtor .com

High Point Market Benjamin Moore Paints

Apartment Therapy Lowes

Home Goods and services

American Standard Brands

Gilt Home

High Point Market

Apartment Therapy

Realtor .com

Benjamin Moore Paints

Lowes

Benjamin Moore Paints curates

for both the design professional

and the home DIY hobbiest.

http://pinterest.com/chroniclebooks/

http://pinterest.com/scholastic/

http://pinterest.com/randomhouse/

http://pinterest.com/blogher/

http://pinterest.com/knopfdoubleday/

http://pinterest.com/heinemannpub/

http://pinterest.com/crownpublishing/

http://pinterest.com/realtordotcom/

http://pinterest.com/highpointmarket/

http://pinterest.com/benjamin_moore/

http://pinterest.com/apttherapy/

http://pinterest.com/lowes/

http://pinterest.com/as_jado_porcher/

http://pinterest.com/gilthome/

http://pinterest.com/highpointmarket/

http://pinterest.com/apttherapy/

http://pinterest.com/realtordotcom/

http://pinterest.com/benjamin_moore/

http://pinterest.com/lowes/

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19


Non-Profits

UNICEF Go Red for Women

Humane Society of New York Rotary International

National Wildlife Federation Sacramento Public Library

AARP

Colleges and Universities

Miami University Texas A&M

Drake University Skidmore College

Emory University Oberlin College

Yale University

Miscellaneous

Barbie

AMD

LuxeFinds

General Electric

Blockbuster

Klout

Verizon Wireless

Pinterest

Pinterest Boards about Brands

Many thanks to the Pinners who are curating

boards about brands on Pinterest:

Kelly Lieberman

Kami Huyse

Erica Reitman

Mariam. Shahab and Emily Spicklemire

Texas A&M University keeps its students

and alums in mind when adding content.

http://pinterest.com/unicef/

http://pinterest.com/goredforwomen/

http://pinterest.com/humanesocietyny/

http://pinterest.com/rotary/

http://pinterest.com/nwfpins/

http://pinterest.com/saclib/

http://pinterest.com/aarp_official/

http://pinterest.com/miamiu1809/

http://pinterest.com/tamuaggies/

http://pinterest.com/drakeuniversity/

http://pinterest.com/skidmorecollege/

http://pinterest.com/emoryuniversity/

http://pinterest.com/oberlincollege/

http://pinterest.com/yaleuniversity/

http://pinterest.com/barbie/

http://pinterest.com/amdunprocessed/

http://pinterest.com/luxefinds/

http://pinterest.com/generalelectric

http://pinterest.com/blockbuster/

http://pinterest.com/klout/

http://pinterest.com/vzw/

http://pinterest.com/pinterest/

http://pinterest.com/kellylieberman/brands-on-pinterest/

http://pinterest.com/kamichat/brands-using-pinterest/

http://pinterest.com/ericareitman/brands-on-pinterest/

http://pinterest.com/mshahab/brands-businesses-blogs-on-pinterest/

http://pinterest.com/mshahab/brands-businesses-blogs-on-pinterest/

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20


About eModeration

eModeration Limited is an award-winning social media management agency. It works with

some of the world’s biggest brands (including BBC Worldwide, ITV, HSBC, MTV, Sony Mobile,

ESPN, Hyundai, Smirnoff, the LEGO Group, Sprint and The Economist) and agencies (including

Starcom MediaVest Group, Wieden + Kennedy, Ogilvy, Saatchi & Saatchi, DDB Worldwide,

Crispin Porter + Bogusky and Publicis Groupe).

Based in London UK, with offices in Los Angeles and New York, eModeration provides multi-

lingual moderation and community management services, consultancy and social media

crisis management training to clients in the TV, entertainment and digital publishing industry

and blue chip clients hosting online communities.

Committed to ethical business practices and to the promotion of child online safety,

eModeration's CEO Tamara Littleton recently worked with the UK Government department

UKCCIS to produce its guidelines on how to moderate online environments for children.

eModeration contributes to the growth of knowledge in the social media world via its white

papers, blogs and seminars, and has a strong roster of returning clients who appreciate the

high quality of its services.

Media and blogger contacts:

For eModeration: To speak to Tamara Littleton, CEO, eModeration, please contact: Kate

Hartley, Carrot Communications, Tel: 0203 178 5052 / email [email protected]

© eModeration Limited 2012. This document is the intellectual property of eModeration Limited and may not be

duplicated or disclosed to any third party without the written permission of an authorised officer of the company.

http://www.emoderation.com/

http://reputationonline.co.uk/2010/09/24/announcing-the-reputation-online-effectiveness-award-winners/

http://www.emoderation.com/2011-02-08%20UKCCIS%20release%20updated%20guidelines%20to%20industry.pdf

http://www.emoderation.com/about/publications

http://www.emoderation.com/about/publications

mailto:[email protected]

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