41
ANY INTEREST FOR YOUR BUSINESS ? FEBRUARY 2012 Gregory Pouy @gregfromparis gregory.pouy [at]gmail[.]com http://gregfromparis.fr http://pinterest.com/gregfromparis/

Pinterest for business

Embed Size (px)

DESCRIPTION

Pinterest is the new social network that everybody is talking about. Should you put any interest in it and how could you leverage your business with this new tool ?

Citation preview

Page 1: Pinterest for business

ANY INTEREST FOR YOUR BUSINESS ?!

FEBRUARY 2012!

Gregory Pouy!@gregfromparis!gregory.pouy [at]gmail[.]com!http://gregfromparis.fr!http://pinterest.com/gregfromparis/!

Page 2: Pinterest for business

REALLY….ANOTHER SOCIAL NETWORK?!

2!

Page 3: Pinterest for business

HOLD ON A SECOND!!

3!

Page 4: Pinterest for business

MAYBE THIS ONE IS WORTH A CLOSER LOOK!

4!

I agree with you… the web moves fast (like I have to tell YOU that); there are tons of websites/services/apps that are born and die every day.!Itʼs impossible to focus on everything and know what is worth your time and what isnʼt.!!Thatʼs the aim of this presentation (and others like it).!

Page 5: Pinterest for business

PINTEREST IS A VIRTUAL PINBOARD!

MEANING:!  You can organize and share photos and videos you find on the

web!  You can browse pinboards created by others and find your way

through vertical subjects!  You can “Repin” (repost) items on your pinboard that you find on

othersʼ!  You can create groups & contribute to othersʼ groups! 5!

Page 6: Pinterest for business

“MY BEST KEPT SECRET”!

Whether itʼs for a wedding, home decoration, cooking or whatever your interest, on Pinterest you save and share your inspirations. Your Pinterest is YOU !!A Wall Street Journalist wrote :” "It hadn't occurred to me that such an online service also would be a window into me for my husband who sees me every day."!

6!

Page 7: Pinterest for business

7!

Everything exists there -- travel, hopes, dreams, adventures, interests, futures, pasts, humor -- it's about life -- all of it, and its laid out in a great format.  Like Facebook – itʼs what you make of it.!

PINTEREST IS ABOUT (YOUR) LIFE !

Source : Businessesgrowth.com - http://bit.ly/xhrvSe!

Page 8: Pinterest for business

“PINTEREST IS A SOCIAL SHOPPING EXPERIENCE DISGUISED AS A WEBSITE FULL OF INTEREST” Brad Mc Carty – The Next Web!

Pinterest is a digital way for people to do “window shopping” for anything (physical & intangible) and to save their findings.!Following other users or groups is also a great way to find new “must-haves” just like you would with a magazine.! 8!

Page 9: Pinterest for business

ALL CLEAR?!

Page 10: Pinterest for business

YEAH SURE, BUT…!

10!10!

Page 11: Pinterest for business

…ISNʼT PINTEREST GOING TO COMPETE WITH FACEBOOK ? !

You are right if you think that Pinterest might pose a threat to Facebook, but even if Facebook is huge, itʼs not the only network in the social web.!People need services that help them save time in their everyday life and Pinterest can help for several reasons including : itʼs community focused and helps you keep track of your latest predilections. !By the way, Mark Zuckerberg recently joined Pinterest ! 11!

Page 12: Pinterest for business

10 MILLIONS USERS TOTAL - - AND 2 MILLIONS ACTIVE DAILY!

THE FIGURES ARE VERTIGINOUS : !  Pinterest hit 12 million monthly U.S. unique visitors faster than any

other independent site in history…and is now reaching 17 million a week!  The user base grew by 145% since the start of 2012!  Average time per user is 72 minutes (which is better than Facebook at

45 min)! 12!

Source : Shareaholic - http://bit.ly/yZvUA !

Page 13: Pinterest for business

>70% OF USERS ARE WOMEN !

97% of Pinterestʼs Facebook fans are also women.!As Brad Mc Carty said on The Next Web, “At a risk of being sexist, women tend to like to shop more than men do and Pinterest is a new way to do window shopping”."59% of users are women ages 25-44.!

13!

Source : Shareaholic - http://bit.ly/yZvUA !

Page 14: Pinterest for business

>!

14!

+! +!

Generating an average of 2.5% of referrals to other sites, Pinterest generates more traffic (on average) than Youtube, Google+ and LinkedIn combined.!!When you click on a picture or video in Pinterest, the user is sent directly to the website.!

Source : Shareaholic - http://bit.ly/yZvUA !

Page 15: Pinterest for business

OVER 80% OF PINS ARE RE-PINS!

1.4% of tweets are re-tweets. Reposting othersʼ content is natural.!Youʼve got it, then -- Pinterest is very viral (if you pin interesting content) – perfect for your business, personal branding, or simply your own ego.!However, users who have joined in recent months are 2 to 3 times less active during their first month of presence.! 15!

Source : RJ Metrics - http://bit.ly/wBy8Zq!

Page 16: Pinterest for business

2-3x MORE EFFICIENT THAN TWITTER IN RETAINING AND ENGAGING CUSTOMERS…!

…if you compare both services at similar times in their histories.!i.e. The number of users who continue to use Pinterest should make up for any users who leave.!!!

16!

Source : RJ Metrics - http://bit.ly/wBy8Zq!

Page 17: Pinterest for business

17!

There are numerous theories. Take your pick:!  Invitation only!  Highly community focused!  Frequent notifications!  Intensely visual and therefore beautiful and easy to understand quickly!  A mobile version is available (iPhone and HTML5, so far)!!And the Facebook Timeline App increases traffic towards Pinterest by more than 60% (source : Facebook developper blog)!

WHY SUCH A PHENOMENAL SUCCESS?!

Page 18: Pinterest for business

EVEN THE U.S. ARMY IS ON PINTEREST…!

18!

Source – Mashable - http://on.mash.to/xrBEnl !

Page 19: Pinterest for business

THE U.S. ARMY IS USING PINTEREST TO RECRUIT!

The U.S. Armyʼs Pinterest board aims at showing different aspects of Army life and the Armyʼs missions or to connect with Army Families (“DIY &Décor”).!“It is important for the U.S. Army to be present on different platforms so it can reach people it canʼt find anywhere else”. Juanita Chang – Director of the U.S. Armyʼs online and Social Media division! 19!

Source – Mashable - http://on.mash.to/xrBEnl !

Page 20: Pinterest for business

20!

SOUNDS AWESOME, !BUT WHAT ABOUT BUSINESSES ?!

Page 21: Pinterest for business

THERE ARE ALREADY 150+ BRANDS ON PINTEREST !

21!

Food!

Television/Media!

Beauty/Fashion!

Sport/Health!

Travel!

Non-Profit!

Apparel/Retail!

Home Improvement/DIY!

Icons are from lemon.ly !

A comprehensive list is available here : http://bit.ly/yRHnHN!

Page 22: Pinterest for business

ETSY IS THE MOST POPULAR BRAND ON PINTEREST !

With more than 53 000 followers, Etsy (a community of independent creative people) is the most popular account on Pinterest.!But even being the largest account, they only represent 3% of all pins which means that there is a large universe of site on Pinterest.!

22!

Page 23: Pinterest for business

GET OUTTA HERE!!

23!

!Donʼt even think about using Pinterest to broadcast your !advertising message…itʼs isnʼt allowing for that type of !!networking yet.!

!Donʼt create your social media presence from scratch by !just using Pinterest; itʼs probably not the best place to !start…!

1

2

Page 24: Pinterest for business

SO WHAT CAN YOU DO ?!

24!

4

5

Promote a lifestyle!

Use it like a focus group!

Crowdsource!

Run contests!

1

2

Drive sales!3

Source : American Express Open Forum : http://bit.ly/yU3qDO !

Page 25: Pinterest for business

PROMOTE A LIFESTYLE!

25!

1!

Pinterest is an amazing tool for creating moodboards of what makes your brand tick.!You donʼt need to feature just your products; focus on what inspires you to help consumers find brands that fit their lifestyles.!A hotel could, for example, post pictures of local landmarks, restaurants, artists…!You can have different types of boards since people donʼt have to follow all of them at once, so donʼt be afraid to be adventurous – the point of Pinterest is discovery.!

Source : American Express Open Forum : http://bit.ly/yU3qDO !

Page 26: Pinterest for business

WESTELM – INSPIRATION!

26!

Westelm is a furniture company that decided to put a few boards together (31 and counting) to show their followers different styles of beautiful homes…!In short, they are taking you to the first stage (psychological) of the buying process.!

Promote a lifestyle!1

Source : American Express Open Forum : http://bit.ly/yU3qDO !

Page 27: Pinterest for business

CHOBANI – INSPIRATION FROM A YOGURT BRAND?!

27!

Chobani is a yogurt brand that invites their followers to discover exercise ideas, recipes using yogurt, travel ideas, and kitchen utensils through their 18 boards…!They understand how to make it look fun (look at the name of the board) and inspirational. This has helped promote the brandʼs spirit.!

Promote a lifestyle!1

Source : American Express Open Forum : http://bit.ly/yU3qDO !

Page 28: Pinterest for business

GAP – A BIT TOO PROMOTIONAL!

28!

The Gapʼs presence is a bit “promotional” as they feature their collections, a holiday gift guide, people in the Gap…but they also promote icons wearing denim, have a candy board (where they also put their kids collections), a denim-inspired board and a seasonal board (right now itʼs snow).!

Promote a lifestyle!1

Source : American Express Open Forum : http://bit.ly/yU3qDO !

Page 29: Pinterest for business

USE IT LIKE A FOCUS GROUP!

29!

2!

Marketers donʼt like to be passive and simply listen (or read) but the social web is a real treasure and Pinterest is one of its diamonds. People share what they love (places, trends, recipes…) or even dream about.!Dreams are one of the ingredient of virality – Imagine understanding who is following you on Pinterest and creating a viral operation based on that.!

Source : American Express Open Forum : http://bit.ly/yU3qDO !

Page 30: Pinterest for business

DRIVING SALES – 5x SALES!

30!

3!

The retail deal site ideeli.com has seen a 446% increase in web traffic, and sales resulting from those visits has increased 5 fold.!When you start from nothing it is clear that traffic can only go up, but you have to admit, these figures are pretty amazing.!ideeli.com doesnʼt use Pinterest just for business, they also see it as a growing resource for better understanding their users.!

Source : American Express Open Forum : http://bit.ly/yU3qDO !

Page 31: Pinterest for business

CROWDSOURCE!

31!

4!

UGC content is always somewhat complicated, with variable quality, but it is easy to imagine asking fans to pin pictures of themselves or to pin wishlists, all of which is useful content.!You could also imagine running a contest or carrying out research about your followers.!

Source : American Express Open Forum : http://bit.ly/yU3qDO !

Page 32: Pinterest for business

RUN CONTESTS!

32!

5!

Landʼs End Canvas, a fashion brand, created an innovative campaign on Pinterest with “Pin it to Win it”.!The brand asked users to create a “Pin it to win it” pinboard and pin (or repin) 10 to 20 images from their website.!Once a board was completed, they had a chance of winning a $250 gift card.!Results : around 200 boards were created.!

Source : American Express Open Forum : http://bit.ly/yU3qDO !

Page 33: Pinterest for business

IS IT ONLY FOR HUGE BRANDS?!

Definitely not!!Pinterest is easy, free and focused on numerous interest groups. Small businesses can take advantage of it because of the low cost of maintaining a board or several boards and the return available through engaging with customers.!There are tons of examples of small companies doing really well on Pinterest.!!

33!

Source : American Express – Open Forum : http://bit.ly/weOrYz!

Page 34: Pinterest for business

20% OF ALL VISITS TO THEIR WEBSITE AFTER 1 MONTH!

Biscuit by Lambchop is a highly niche product: gluten-free dog biscuits.!They are pinning photos of things like ingredients and equipment for baking dog biscuits. They try to create value to their followers by teaching them recipes for healthy dogs.!Pinterest represents one-fifth if its referral source (50% of new visitors!) and a respectable bounce rate.!!

34!

Source : American Express – Open Forum : http://bit.ly/weOrYz!

IS IT ONLY FOR HUGE BRANDS ?!

Page 35: Pinterest for business

DEMONSTRATE EXPERTISE!

Shira Levine, a freelance business, travel, luxury and popular culture writer uses Pinterest to demonstrate her expertise by including fun, short anecdotes on the site. !!

35!

Source : American Express – Open Forum : http://bit.ly/weOrYz!

IS IT ONLY FOR HUGE BRANDS ?!

Page 36: Pinterest for business

WHAT IF YOUR BUSINESS IS NOT “VISUAL”?!

Pinterest is visual-centric but you might think that youʼre business is not.!General Electric is not the most “visual” company but as they explain it “is pinning things that inspire us to build, power, move and cure the world.”!Pinterest is not about your products/services, itʼs about youʼre spirit!! 36!

Page 37: Pinterest for business

WHAT NOW?!

37!

Page 38: Pinterest for business

YOU HAVE TO TRY IT TO UNDERSTAND IT!

Ask for an invitation.!The social web is based on learning through trying. You donʼt have to test with your brand name, just spend some time on the platform and try it yourself.!

38!

Page 39: Pinterest for business

AND…!

39!

Page 40: Pinterest for business

20 advices on Pinterest by E.Vivier / JN. Chaintreuil!

40!

1!

2!

3!

4!

5!

6!

7!

8!

9!

10!

11!

12!

13!

14!

15!

16!

17!

18!

19!

Claim your brand!

Try it to learn it!

Boost your brand image by sharing cool but relevant images!

Gain customers insight and identify trends!Be an active member (pin, re-pin, like…)!

Promote lifestyles, not just your brand content!Reorder your boards!

Add the Pin button to your website!

Follow the “Pin Etiquette” – on their site!

Promote products with pricing information!

Add a follow button to your site!

Enable sharing on your Facebook Timeline!

Create group Boards!

Contribute to group Boards!

Add a RSS feed of your board!

Use Keywords!

Invite other members!

Find whoʼs pinned your content!

Pin Videos!

20! Watermark your images!

Source : http://www.slideshare.net/emmanuelvivier/pinterest-for-brands-11673101

Page 41: Pinterest for business

THANKS!

41!

Gregory Pouy!@gregfromparis!gregory.pouy [at]gmail[.]com!http://gregfromparis.fr!http://pinterest.com/gregfromparis/!