PROPRIETARY AND CONFIDENTIAL

Put a Pin In It! Leveraging Pinterest For Your Email Business

Kara Trivunovic

Global Director, Strategy and Market Innovation

@ktrivunovic

#StrongMail

• Founded in 2002; Headquartered in Silicon Valley

• Industry-leading email and social media marketing technology platforms

• Full agency services for email, social media, and interactive marketing

• Identified by Forrester as 1 of 6 email marketing providers best suited for enterprise marketers

• Global Reach: North America, UK/EMEA, APAC

• Over 575 customers, catering to mid-sized to Fortune 2000 brands

• StrongMail customers include some of the world’s largest brands in the retail, travel & hospitality, financial services, media/entertainment and technology industries

Proprietary and Confidential | 2

Who is StrongMail?

StrongMail Customers

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On the Agenda

1. What is it?

2. Should you use it?

3. How do you use it?

4. Integration with email

5. How do you measure success?

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What is Pinterest?

Image source: http://perdueosity.com/2011/11/30/pinterest-achieved/

Basically…

Image source: Flowtown, via Column Five

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The easy “show and tell” nature of Pinning has broken down barriers previously in place on social platforms, which has catapulted Pinterest in the referrals category.

This is the primary reason that brands are frantically building their footprints.

Image source: Mashable.com

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Should you be on Pinterest?

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Should YOU be on Pinterest?

Are your customers primarily women from the age of 25-54?

Image source: Mashable.com

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Should YOU be on Pinterest?

Is your brand visual in nature?

Image Source: thecakeblog.com

Image Source: shop.nordstrom.com

Image Source: quick-dish.tablespoon.com

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Should YOU be on Pinterest?

• Weddings

• Birthday Parties

• Vacations

• Special Occasions

• Building a Home

Is there a planning element to

your brand?

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Should YOU be on Pinterest?

Does it align with your brand?

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Who’s Doing Business There?

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What the Top Brands Are Doing Right ** as identified by Pinterest

Pinning from various sources …not just one site

Creating several boards that cover a wide range of topics

Re-pinning from within the site to encourage engagement

How to Use Pinterest

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Create Your Boards

• Create a list of buzz words that describe the interests of your customers

• Identify those words and themes that lend themselves to strong imagery

• Include boards that mirror your email offerings

• Stagger your rollout of new boards, allowing each to have “time to shine”

• Start adding Pins to your boards…..

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Populate Your Boards

» Start with images that are easily associated with your board name and product offering

» Pick images that lend themselves to being shared (be “Pin worthy”)

» Pin from original sources

» Get creative with your descriptions. Include links, CTAs, pricing, etc.

» Give credit, when necessary, to the original owner of the image

» Include search optimized key words, #hashtags, etc.

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Announce Your Arrival

• Send a dedicated email that launches your Pinterest campaign

• Provide special discounts and incentives for early followers and re-pinners

• Add “Pin It” buttons to products and images from your web site that you would like to have Pinned

• Promote across all social channels with a steady frequency

• Add the Pinterest logo to your standard social buttons

Know The Rules

Always credit your sources. It’s very acceptable to share images that you curate across the web, just give credit to the proper owners.

Pinterest is still a small but growing community. Be respectful of those who have come before you.

So far Pinterest has been doing a great job of policing itself. It will be part of your duties to report objectionable content, spamming, etc.

This isn’t all about you. Provide value to those looking at your Pins and let them find the value in you.

Like the new social environments that came before Pinterest, in continues to evolve quickly. Provide your feedback, it can only get better.

Icon Source: infographiclabs.com via Emrah on Pinterest

What’s Legal?

As with most start ups, the Pinterest Terms are frequently being updated. Stay Current.

Some guidelines to keep it safe:

» Pin original content whenever possible

» Always credit sources when they are not you

» Pinterest recently provided an even easier process to report copyright infringement – use it… be aware of it

» To be “less scary,” Pinterest has recently removed the word Sell from its Terms when speaking about the content you Pin

Image Source:

http://www.webpronews.com/pinterest-copyright-

policy-vs-pinterest-terms-2012-03

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Frequency

» Pin around email deployments to compliment the campaign

» Prepare your boards before an email, like you are preparing for an open house

» Rearrange your boards frequently to keep new boards, and featured pins, above the fold – This keeps the wall looking fresh

» Weave your Pinterest activity into your current social media cadence and frequency – Do not simply add it in as more

» Stay top of mind while Pinterest is still fighting for a spot at the table – Pin at least once daily

» Allocate time to monitoring community and repinning – Stay Social!

» Highlight Pins about events or products in email

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Integrating Pinterest into your

Email Strategy

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Integrating Pinterest in to Email

Best Practices For Email integration

» Use email to announce your Pinterest presence

» Include “Pin This” icons on individual content within your email

» Deploy special emails designed to educate your database on the platform, continuing the buzz for those who have not yet joined

» Provide visual examples of your Pinterest activity in email

» Highlight the Pinterest activity of your most social community members within emails

» Add the Pinterest icon to your standard set of social buttons

» Tie specific boards to your email calendar, such as holidays, big events, social media trends, special sales or any highly supported Pinterest category to which you can establish relevancy

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Pinning Content From Email

http://pinterest.com/pin/create/button/?url=[WEBSITE_URL]

&media=[IMAGE_URL]&description [POST COPY]

Know Your Audience

» Make sure your Boards mirror the interests and activities of your customers/followers

» Have customized Boards for the various segments of your email database

» Know who is Pinning from your site and engage them on other social platforms

» Insert trending topics and #hashtags into descriptions to drive search to your Pins

» Allow for email opt-in opportunities from within relevant Pin descriptions

» Highlight active repinners in monthly newsletters

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Key Performance Indicators for Pinterest

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Key Performance Indicators

1. Build brand affinity

2. Increase reach

3. Develop brand evangelists

4. Influence intent to purchase

5. Drive sales

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Image Source: RageBuilder.com

Infer Something…

• “Customers that come to its website from Pinterest have a 70 percent larger ticket overall than those that come from other social media sites”

• “[CEO] suspects that shoppers referred to Wayfair from Pinterest buy more because they may have already formed an emotional connection to the product”

• “Pinterest is "exploding," with traffic coming from Pinterest growing substantially in the first two months of the year”

Quotes and image sourced from:

CNBC, Why Pine for the Pinterest

Customer? They’re worth more.

What Have We Learned?

Pinterest is here to stay and they own a piece of the puzzle.

Ladies love Pinterest.

Pinterest is tailor made for visual brands.

Your current customers expect you to be there. They’re looking right now!

It’s easy to get started.

Be strategic with your tactics and integrate them into your social and email calendars.

Your descriptions are as important as your images. Optimize them!

Questions?

• Go to www.strongmail.com

• Whitepapers

• Research

• Case Studies

• Webinars

• Expert Advice & Blogs

• Twitter: @strongmail

• Facebook.com/strongmail

Kara Trivunovic Global Director

Strategy & Market Innovation

ktrivunovic@strongmail.com

@ktrivunovic

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