Marketing 101 

Sue Reynolds of Carmine Media | Blogging | Social Media | Web Marketing

My Background

• Manager of Social Media and Design• Founder, Carmine Media• Contributor, Business2Community• Contributor, Voice of America Radio

Sue Reynolds of Carmine Media | Blogging | Social Media | Web Marketing

What started Pinterest?“We wanted to create a place where you can go to upload or collect things on the web and simply organize it the way you want to.”

Evan SharpPinterest Designer and Co-Founder

Why is Pinterest Addicting?

• Simple design• Content hoarding• Image takes

center stage• Interest rather

than relationship based

Image credit: Flickr

What Can We do on Pinterest?

• Curate content• Share images• Bookmark articles and images• Organize what you love• Share pins on Facebook and Twitter• Comment on other pins• Follow other pinners• Follow other boards

Pinterest Stats• Users 68% female, 32% male• 70 million active users. 70% in US• CTA pin renders 80% more engagement• Accounts for 20% of ecommerce referral traffic

from social• Pinterest shoppers spend more per checkout,

between $140–$180 per order compared with $80 and $60 per order for Facebook and Twitter shoppers, respectively.

Courtesy: http://socialmediastrategiessummit.com/blog/10-pinterest-stats-marketers-need-to-know/

Chart credit to: http://www.invesp.com/blog/ecommerce/how-pinterest-changed-facebook.html

How does Pinterest Work?

• Interest boards• Pinners can follow one another• Upload images• Pin images directly from websites

• Pinmarklet• Repin other people’s content

Is Pinterest Right for Your Brand?

• Can you visually represent your brand?• Is your audience on Pinterest?• Is your website optimized for Pinterest?• Do you have someone that can create or

manipulate images?

What can Pinterest do for My Business?

• Drive traffic to your website• Interact with customers/leads• Increase awareness about your brand• Make your brand interesting

Developing a Strategy

• Define your goals• Review your website• Consult with your web designer• Make a plan for future imagry

Setting up your AccountVisit Business.Pinterest.com

Convert your Account

How to Pin

• Upload images from your computer• Add a pin directly from a URL• Use the Pin It Button from Pinterest.

Types of Pins• Images from your website/blog• Images from blogs you read• Images from customer sites• Photos• Infographics• Food and Fashion• Text slides• Videos

Adding links to Uploads

Decide on Board Topics

• Use fun titles• Include keywords• Industry Best Practices• Include a board for clients• Include a board for inspiration• Your HQ location• Humor

Choose a board cover

Company Culture

• Your Headquarters• What You Do• Who You Are• Industry Best Practices

Industry Best Practices

Humor

Benefits of Business Accounts

• Pin It buttons• Follow buttons• Board Widgets• Profile Widgets• Logos and Marketing guidelines• Website verification

Verify Website

• Settings• Verify Website• HTML File or Meta Tag• Complete on Pinterest• Wordpress.com verification

Buttons and Widgets

• Profile Widget• Board Widget• Pin it button• Follow Button

Wordpress Widgets

• RSS Widget• Pinterest Badge• Pin it Button for Images• Follow Button• WP Pinner

Business TOS

• Using Pinterest• Your Content• Tools for Site Owners• Copyright Policy• Security• Third party links, sites and services• Indemnity

http://business.pinterest.com/tos/

Logos & Marketing Guidelines

• Downloadable logos in .eps and .png

• Logo guidelines• Allowable words & phrases• Marketing guidelines

• Contest and Promotions• Aps and Naming Services• Merchandise

http://business.pinterest.com/logos-and-marketing-guidelines/

Formatting Pins

• Use creative titles• Focus on lifestyle• Use keywords • Tag others with @ symbol• Add prices to products• Credit your sources• Ask questions to encourage comments

Pin Descriptions

• Descriptions are indexed• Search for People, Boards

or Pins• Alt text automatically

displays

What Works• Inspire with images• Organize by topic• Collaborate• Host a live pinning event• Ask questions, then pin answers on a

Pinterest Board

Contests and Sweepstakes

• Consult the TOS first• Ask users to create boards about your

brand– Include a keyword so you can repin

• Make a board for giveaways– Direct pins to landing pages with info

• Random drawings of fans from repins• Best board contests – offer grand prize

Digitize your Catalog

• Great potential for retail

• Boost your brand image

• Sharing• Polyvore

Case Study: JetsetterGoals•Cultivate Brand Advocates•Empower to Share•Obtain actionable feedback

Case Study: Organized Interiors

Goals•Design ideas•Brand presence•Discover unique products

Housekeeping

• Admin rights• Artwork• Etiquette• Do more than self promote

SEO

• Optimize your page• Brand controlled search results• Brand friendly pins• Linkbuilding outreach• Descriptions are indexed

Copyright

• TOS• Cite your source• Pin from original source• Create your own content!• Check before repinning• Avoid embed

Measure and Track• Google Analytics

– Support for UTM variables– tagged URLs– Direct traffic

• Cross account engagement?• Repins• ReTweets• Pinterest Source Page

Pinterest Analytics• Business accounts only• Website must be verified• Learn what your followers like• Track your pinning activity

Pay Attention and Evaluate

• Pinned over two years ago

• No website linked• Repins began

3/31/13• Created and linked

blog post and photo album

Pinterest Source Pagehttp://pinterest.com/source/yourdomain.subdomain.com/

Pinterest Place Pinshttp://www.pinterest.com/places/examples/

Keep up with Changes

Don’t Give Up• Regular posts• Leverage existing SM platforms• Spend the time• Relationships take time• Set aside time to follow new pinners• Pin daily

References• http://about.pinterest.com/copyright/• http://mashable.com/2012/03/20/why-is-pinterest-so-addictive/• http://about.pinterest.com/terms/• http://business.pinterest.com/tos/• http://techcrunch.com/2013/02/17/social-media-statistics-2012/• http://pinterest.com/pin/52284045645363385/• http://www.chipchick.com/2013/02/pinterest-twitter-social.html• http://en.support.wordpress.com/webmaster-tools/#pinterest-site-verification• http://www.hongkiat.com/blog/pinterest-wordpress-plugins/• http://wordpress.org/extend/plugins/pinterest-rss-widget/• http://wordpress.org/extend/plugins/pinterest-pinboard-widget/• http://techcrunch.com/2011/08/19/wordpress-now-powers-22-percent-of-new-active-websites-in-the-us/• http://searchengineland.com/why-pinterest-is-not-your-seo-miracle-worker-117762• http://pinterest.com/bergdorfs/i-never-forget/• http://blog.hubspot.com/blog/tabid/6307/bid/31147/The-Ultimate-Guide-to-Mastering-Pinterest-for-

Marketing.aspx• http://www.socialmediaexaminer.com/pinterest-contest/#• http://blog.pinterest.com/post/21816641071/introducing-improved-group-boards• http://mashable.com/2012/03/21/pinterest-copyright-legal-issues/• http://business.pinterest.com/rich-pins/

Sue Reynolds of Carmine Media | Blogging | Social Media | Web Marketing

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