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Pinterest started hitting the headlines as a hot topic for marketers in early 2012 and for good reason too; certainly from a consumer marketer's point of view. But what are the opportunities and threats for the B2B marketing community? Is this a social media platform to take seriously and if so, why? This session will explore if Pinterest is genuinely a credible platform for b2b marketers and if so, how it could be integrated into your marketing plan.
Citation preview
Is Pinterest Right for My B2B Marketing?
Andy Bargery, Klaxon
www.b2bmarketing.net
Key Learnings
Pinterest: The Basics for B2B Marketers
Assess if Pinterest is Right for You
Ideas for Integrating Pinterest
Overview: Copyright & IP Issues
Show of hands
Pinterest: The Basics for B2B Marketers
Pinterest Hompage
Show of handsPinterest Profile
Introduction to Pinterest
Bookmarking and sharing images
Collections known as Boards
Group Boards
Re-pin images from other boards
Follow and be-followed
Great source of web traffic
Pinterest Membership
Graphs & Statistics from Google Ad Planner http://bit.ly/adplannerforpinterest
Pinterest Membership
Graphs & Statistics from Google Ad Planner http://bit.ly/adplannerforpinterest
12m US users and 200k UK users
83% of US users are female vs 44% female UK
80% of pins are repins
400% month on month growth
Extra reading: http://bit.ly/pinterestforb2b
Statistics
Assessing if Pinterest is Right for You
Checklist
Social Media Policy?
Audience on Pinterest?
Content marketing plan?
Image assets?
Resource & authority?
Track & measure?
Post click?
Ideas for Integrating Pinterest?
• launch business tablet computerObjective:
• ATL, sales promo, PR, event, email, socialMarcoms:
• product specs & images, infographic, video, presentations, webinar Content:
• ID influencers, share image assets, promote events / webinarsPinterest:
Product Launch
• Amplify event impact onlineObjective:
• Create, capture, shareContent:
• Microsite, website, ebooks, webinars, other events
Cross promote:
• GE LightingExample:
Events
Events: GE Lighting
• Demonstrate community involvementObjective:
• Original photography, videos, campaign creativeContent:
• Traffic to landing page, participation in eventsMeasures:
• FedExExample
Corporate Comms
Hubspot
Marketo
Campaign Monitor
Constant Contact
FedEx
Dell
B2B Examples
Detailed profile
Use hashtags and @tags
Detailed descriptions
Think SEO
Follow influencers
Comment interaction
Create group boards
Always credit image owners / source
Pinterest Best Practice
Overview:Copyright & IP Issues
Pinterest Terms of Service
“you grant us a non-exclusive, royalty-free, transferable, sublicensable, worldwide license to use, display, reproduce, re-pin, modify (e.g., re-format), re-arrange, and distribute your User Content on Pinterest for the purposes of operating and providing the Service(s) to you and to our other Users. Nothing in these Terms shall restrict Pinterest’s rights under separate licenses to User Content.”
Pinterest Terms of Service
“you grant us a non-exclusive, royalty-free, transferable, sublicensable, worldwide license to use, display, reproduce, re-pin, modify (e.g., re-format), re-arrange, and distribute your User Content on Pinterest for the purposes of operating and providing the Service(s) to you and to our other Users. Nothing in these Terms shall restrict Pinterest’s rights under separate licenses to User Content.”
Thanks
Andy BargeryDirectorKlaxon
Mobile: +44 (0)7951 025 029Email: [email protected]: @andybargery
Blog: http://www.klaxonmarketing.co.uk/blog
