How Pinterest can work for
your destination
June 4, 2012Stephanie LynchPR Manger at Hoffman | Lewis@theslynchPresentation for #MACVB12
What IS ?
• Image-based bookmarking tool• Scrapbook• Dream board• Social media channel
What IS Pinterest?
What IS Pinterest?
What IS Pinterest?
http://pinterest.com/source/YOURDOMAIN.com
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+
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.
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)
What IS ?
• Pubs and tourism industry are pinning
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
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.
Goodies
• Upload pins through Pinterest• Use the Pin It bookmarklet• Use the Pinterest smart
phone app• Try the right-click extension
Goodies
• Pinstagram• Pingram• PinReach• Pinerly• Google Analytics
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.
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)
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
Questions?
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