Pinterest and Facebook Timeline For Brands

P I N T E R E S T / F A C E B O O K T I M E L I N E F O R B R A N D S ｜ L Y N N E D J O H N S O N ｜ @ L Y N N E L U V A H

& Timeline for Brands

P I N T E R E S T / F A C E B O O K T I M E L I N E ｜ L Y N N E D J O H N S O N ｜ @ L Y N N E L U V A H

WHY SHOULD WE CARE ABOUT PINTEREST?


FASTEST GROWING SOCIAL NETWORK

0

3750000

7500000

11250000

15000000

May 2011 Jun 2011 Jul 2011 Aug 2011 Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012

fig 1: COMSCORE U.S. UNIQUE VISITORS

2,702.2%


IT’S A TRAFFIC DRIVER CONTENDER

0

7.5

15

22.5

30

Linkedin Google+ Reddit YouTube Pinterest Twitter Google Stumbleupon Facebook

fig 1: SHAREAHOLIC JAN 2012 DATA


IT’S A DAILY TIME SUCK

3.3 MINS

12.1 MINS

15.8 MINS

16.4 MINS


WHO’S USING PINTEREST?

83%

17%

Male Female

fig 1: US DEMOGRAPHICS

44% 56%

Male Female

fig 2: UK DEMOGRAPHICS


48.2%

10.5%11.7%

12.4%17.2%

fig 1: RJ METRICS POPULAR BOARD CATEGORIES

WHAT ARE THEY PINNING?

Home Arts & Crafts Style/Fashion Food Other


HOW ARE BRANDS USING PINTERST?


BERGDORF GOODMAN

STRATEGY

• Tends

• New Arrivals

• Lifestyle/Interests

STATS

• 11,000 + Followers


KATE SPADE

STRATEGY

• Tips on how to live and dress colorfully

STATS

• 28,000 + Followers


MICHAEL KORS

STRATEGY

• Behind the scenes NY Fashion Week content including:

hair, makeup, and sketchbooks

• Integration w/social media accounts to drive traffic

STATS

• 19,000 + Board Followers


CALYPSO PINTEREST FAN ENGAGEMENT

STRATEGY

Calypso St. Barth partnered with the fourth most followed

Pinterest user, Christine Martinez, because she is a Calypso

shopper and her boards represent the brand. She was invited

to fly to St. Barthʼs to “live pin” images from a photo shoot.

STATS

• Christine Martinez 977,000 + Followers

• Island Photoshoot Board 572,000 + Followers

• Calypso St Barth 863 Followers


BEST PRACTICES FOR PINTEREST

• ASSESS IF YOUR TARGET IS ON PINTEREST AND HOW THEY’RE USING IT• CREATE YOUR PRESENCE AND TELL A STORY• ADD “PIN IT”BUTTON TO SITE AND SITE CONTENT - INTEGRATE W/SITE AND OTHER SOCIAL MARKETING• CREATE CONTEST - ENCOURAGE FANS/FOLLOWERS TO FOLLOW AND CREATE WISHLISTS/BOARDS, (LIKES/REPINS)• CROSS PROMOTE• BE INSPIRATIONAL, DON’T JUST PROMOTE PRODUCTS - VISUAL, APPEALING CONTENT• SEE WHAT YOUR VISITORS ARE PINNING, REPINNING AND PIN MORE OF THAT• WATCH AND LEARN FROM THE BEST


FACEBOOK TIMELINE IS HERE. IT OFFERS AN OPPORTUNITY FOR BRANDS TO VISUALLY

SHARE THEIR STORIES.


LOUIS VUITTON TIMELINE

ANATOMY OF A TIMELINE

COVER PHOTO855 X 320

PROFILE PHOTO180 X 180

ABOUT255 CHARAC DESCRIPTION

APPLICATIONS BANNER11 X 74 IMAGES

MILESTONE843 X 403

Timeline tells history looking at monumental moments:

• First workshop opening 1859

• Creation of Noe bag 1932

• Commencement of Marc Jacobs 1997


BURBERRY TIMELINE

STRATEGY

Timeline includes milestones from the companyʼs

founding in 1856 to vintage ad campaigns, to live streams of

its fashion shows today and collections available.

Pop culture appeal - linking apparel and accessories to

movies they appeared in.


COLDPLAY TIMELINE

STRATEGYSpotify and YouTube videos help band tell story

of musical career along with a journey through the

bandʼs discography.

Timeline enables users to view which time periods

they have an interest in learning more about.

HIGHLIGHTED POSTS


RED BULL TIMELINE CONTEST

STRATEGY

“Redbull Timeline Timewarp” a game that ended March 15,

was a scavenger hunt for fans, rewarding them with prizes

for finding clues throughout the brandʼs timeline.


VERIZON CO-COLLABORATES WITH CONSUMERS

STRATEGY

Fans submit photos from their phones or tablets for a chance

to win a tablet and be featured as the cover photo.


FACEBOOK TIMELINE APPS

STATS

• Pinterest increased user visits > 60%

• Goodreads increase users 77%

• Pose 500% increase daily signups to mobile and web

STRATEGY

Integrate influencers into the brand and let them help to tell

the story. Adds a new stream of user behavior beyond the like,

showing more activity on sites, such as “read,” “listened to,”

“favorited.” Enables more amplification.


BEST PRACTICES FOR FACEBOOK TIMELINE

• PLAN YOUR CONTENT STORY - BEGINNING, MILESTONE, NOTABLE CAMPAIGNS, PRODUCT LAUNCHES• USE THE COVER PHOTO TO CREATE A VISUAL IMAGE OF YOUR BRAND - NO PROMOS, CONTACT INFO, OR CTAS• HIGHLIGHT POSTS TO EXPAND ACROSS THE PAGE (2 COLUMNS)• USE PRIVATE MESSAGES FOR CUSTOMER SERVICE• USE TABS WISELY - ONLY THREE REMAIN ABOVE THE FOLD AFTER THE PHOTOS TAB (EIGHT BELOW THE FOLD)• CREATE A TIMELINE APP TO LET USERS SHARE YOUR STORY ON THEIR TIMELINE- POLYVORE, PINTEREST, SHOEDAZZLE, SPOTIFY, MOG• CONSIDER PAID ENGAGEMENT TO DRIVE OVERALL ENGAGEMENT - SPONSORED STORYTELLING• IT’S ALL STILL ABOUT CREATING ENGAGING CONTENT BECAUSE MOST PEOPLE ARE INTERACTING WITH BRANDS IN THEIR NEWSFEEDS AND NOT ON THEIR PAGES

P I N T E R E S T / F A C E B O O K T I M E L I N E F O R B R A N D S ｜ L Y N N E D J O H N S O N ｜ @ L Y N N E L U V A H

& Timeline for Brands

Pinterest and Facebook Timeline For Brands

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