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Pinterest - pinning interest and ROI
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Pinning Interest & ROI
Jenn Barber, Sitelab Callan Green, Sony
Moderator: Jenn Juckett, BusinessOnline
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Our goal is to connect everyone in the world through the things that they find interesting.
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Are Brands on Pinterest?
Blog and Website Brands
Celebrities
Ecommerce Brands
Education Brands
Fashion Brands
Food, Beverage, and Foodservice Brands
Government Brands
Healthcare and Hospital Brands
Media Brands
NGO
Retail Brands
Sports, Tech, and Travel Brands YES!
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BEST OPTIMIZED EXAMPLE
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So What?
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Why so pinteresting
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Isn’t it all girls?
Nope
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28% are well off
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50%havekids
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11,716,000visitors in January 2012
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Sony ElectronicsCallan GreenSr. Social Media Specialist
pinterest.com/callangpinterest.com/sonyelectronics/
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Getting StartedPre launch
• Personal use of platform
• Research existing brand pins and community
• Planning of potential boards and user acquisition
• Analysis of assets
Soft launch• Test pins, frequency, engagement to develop strategy
• Grow audience by interacting with brand fans
• Monitor, measure, report out
• Involve and excite employees
• Gain traction with timely boards
The Process
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Launch and Gaining Traction
Launch• Utilize other channels to promote
• Blog, Facebook, Twitter
• Increase Pin frequency and board creation to keep
momentum
• Outreach to media and bloggers
• Analyze success
Launch
Maintaining Momentum
• Ongoing promotion via E-blasts, PR and social
• Creation of content designed specifically for
Pinterest audience
• Introduction of new programs (ie Pin Deals)
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How to achieve your goals
Questions to ask before determining your strategy• Why are you devoting internal resources to Pinterest?
• How does it tie into your overall business goals?
• How will you measure success?
• How do you want to be viewed on the platform
• How will you compete for eyeballs?
Sony’s Strategy• Build community and engage with fans
• Pins and boards focused on driving sales, brand affinity or
community acquisition
• Pin relevant content
Strategy
Drive Sales
Acquisition
Branding
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Results from the first 6 months
On Pinterest:• Over 2,900 brand followers• 2,900+ re-pins from Sony content
• 1,400+ Likes on Sony Pins
• More than 2,700 Pins from the Sony website
• Most popular board: Commerce driven “Brand new Products”
• Most popular pin: Commerce driven “Pin Deals”
Pinterest to Web• 800 percent increase in traffic from Pinterest to Sony Store
website• 2.5 times the traffic driven by Twitter to website
• Pin-it button has received more than 10 times the clicks than
“Tweet This” button
• More than 4 million brand impressions (via Curalate dashboard)
Results
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Jenn BarberSocial Media Strategist
pinterest/jbarber5000 pinterest.com/sitelab
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Case Study #1 - Chiquita
Huge Traffic Driver, organically
Nov 2011 - Drove over 121K visitors
Jan 2012 – Added PinIt button
March 2012 - Almost half of total site visits from Pinterest
Engaged Visitors – Print, Share, Newsletter Signups
Multiplier Effect – social media activity
Generated Additional SEO Authority for ChiquitaBananas.com
Banana Oatmeal Smoothie recipe #1
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Case Study #2 – Hass Avocados
Use to find trends and connect
Low Barrier to entry , high ROI
Becomes easier once integrated
Collaborative Boards – “How to get 1,000
followers in 30 days or less”
Use Pinterest to engage elsewhere and find
influencers
Connect with Influencers
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TWITTER & PINTEREST
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1. Links are still “dofollow”
2. Include search keywords:
1. Board names – show in URL
2. Descriptions
3. Image File Names
3. Be Specific – “Florida Beach Vacation”
vs. “Places I Love”
4. Engagement = Followers = Power
5. YouTube videos only
6. Limit length of image to 5K pixels
Pinterest Profile Optimization
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How we measure Success
1. Traffic Driven to Website
2. PinReach Score
3. Number of Followers
4. Repins and Likes
5. Most Popular Boards
6. Individual Pins – Yours?!
7. Influential Followers
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Wrap up
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Get Results Don’t reinvent the wheel
Focus your boards on the core keywords you use in your SEO – this will also give you solid starting place for image groups
Add Pin It and Follow buttons Use your pins (visual content) everywhere – images on Facebook,
pinterest, blogs
Research what your ideal client is pinning feed their inspirations, solve their problems
Pay attention to image optimization
Track your results with tools like Curalate and Pinreach
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Helpful ToolsMeasurement
Curalate - http://www.curalate.com/
Pinreach – pinterest reach and analyticshttp://www.pinreach.com/
Productivity
If This Then That - http://ifttt.com
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Q & AJenn BarberSocial Media StrategistSiteLab InteractiveTwitter: @jbarber5000http://pinterest/jbarber5000 http://pinterest.com/sitelab
Callan GreenSenior Social Media SpecialistSony ElectronicsTwitter: @CallanPaolahttp://pinterest.com/callang/ http://pinterest.com/sonyelectronics/
Jenn JuckettMarketing DirectorBusinessOnlineTwitter: @jennjucketthttp://pinterest.com/jennjuckett/
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More helpful stuffAddendum slides
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Tips – Setup 1. Email for notifications
2. Add “Pin It” and Follow buttons
3. Connect elsewhere
4. Profile Name + Profile Picture
5. Profile “About” – NOT Corporate
6. Collaborative Boards
7. 15-18 Boards / 12-15 Pins each
8. Boards – Characters Max + Cover
9. Beautiful Pictures #1 – Upload
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Prepare your blog for pinningPrepare Your Blog for Pinning. Install these tools:
Pin It Button for Websites – on your website or blog. Embed the button wherever you have “pinnable” content – including your blog, content pages, and products for sale.
Follow Me Button for Websites - on your home page, email footer and newsletters/email marketing.
Pin It Bookmarklet on your browser to make it easy to pin from the web!
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Tips – Engagement 1. Engagement = Followers
2. Don’t follow user, follow boards
3. If following user, check out profile
4. Go to original source before re-pin
5. “Pin It!” button on website?
6. Don’t forget video
7. Setup anytime, engage strategically
8. Integrate with content calendar
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ANATOMY OF A PINTEREST PIN
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WHY SHOULD BRANDS CARE?
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Sources Brands on Pinterest
http://socialfresh.com/brands-on-pinterest/
Pinterest infographic http://www.infographicsinspiration.com/pinterest-demographics-statistics-infographic/ (March 2012)
Referral Traffic source (Jan 2012) http://blog.shareaholic.com/2012/01/pinterest-referral-traffic/
Optimize pinterest images for SEO http://mashable.com/2012/03/26/optimize-images-pinterest/
Three cool tools for pinterest http://www.firebellymarketing.com/2012/05/3cool-pinterest-tools-for-brands-marketers.html
http://www.marketingmag.ca/news/media-news/what-you-need-to-know-about-pinterest-49176