how to dominate on pinterest
DESCRIPTION
Presentation given during SMX Social Media Marketing Conference in Las Vegas 2014 talking about Pinterest and how to dominate using the social media platform.TRANSCRIPT
INTRO
is moving closer to an advertising model and
there are many opportunities for businesses to help people
discover your brand and products. Pinterest is expanding as
a content marketing and advertising platform. It’s more than
just advertising. These features give you a chance to engage
with a community and expose people to more about your
brand and products.
@matt_siltala
@matt_siltala
http://marketingland.com/pinterest-social-search-goldmine-107925
@matt_siltala
@matt_siltala
Pinterest’s ‘Pin It’ button
Has now overtaken
Facebook’s ‘Like’ button
and Twitter’s ‘Tweet’ button
on brands’ product pages.
62%
61%
59%
42%
Of brands
have Pin It buttons
Of brands
have Tweet buttons
Of brands
have Like buttons
Of brands
have Google+ buttons
@matt_siltala
6 BillionPhotos uploaded each month
Photos & Images get…
More Interactionthan other content
More Sharesthan links
More Likes
50%
10x
7x
@matt_siltala
90%
Videos on landing pages
Increase page conversion
Rates by
94%Posts with Visuals receive
60%of consumers are more
likely to click on a business
whose images appear in
search results
More page visits and
Engagement than
Those without
@matt_siltala
The trend is going visual
@matt_siltala
FEATURES YOU NEED TO KNOW
@matt_siltala
FEATURES
When you pin something Pinterest
suggests many related pins from
people you follow and those you
don’t). Pinterest is adding many
more suggested pins. Notice what
comes up and get ideas for boards
or content.
SUGGESTED PINS YOUR
PIN
USERS
SUGGESTED
PINS
SUGGESTED
PINS
@matt_siltala
FEATURES
People or brands can pin things to
a geological location. This makes it
easier for businesses to advertise
to a local audience or for local
businesses. While they tend to
have less followers you’re likely to
get people planning a trip or
dreaming of going to these places.
You can create demand for your
hotel, real estate company,
state/city/country, attraction,
festivals/events, etc.
LOCATION PINSYOUR
PIN
YOUR
LOCATION
@matt_siltala
FEATURES
Businesses can add Pinterest’s
newer follow buttons (much like the
Facebook like button) to their
pages. It goes to a landing page.
FOLLOW BUTTONS &
LANDING PAGES
@matt_siltala
FEATURES
Brands also have a unique landing
page that showcases a few of your
most recent pins. It has a unique
URL that you can also use in
campaigns or contests.
This helps brands when they are
running a contest that requires
people to follow all their boards to
enter. This is an easy way to do that.
FOLLOW BUTTONS &
LANDING PAGES
pinterest.com/(YOUR USERNAME)/pins/follow/
@matt_siltala
FEATURES
The Gift Category gives you more
exposure for products and is a visual
shopping engine. Eventually, there
will probably be sponsored pins
here. When only items that are
available for sale are listed in this
category. Most are rich pins which
give details about the price and
inventory. Pinterest also alerts
people when the price on a
something they pinned drops.
pinterest.com/all/gifts/
GIFT CATEGORIES
@matt_siltala
FEATURES
Pinterest curates the Pins feed, but
they choose from products that have
the rich pins functionality on your
website. eBay, Etsy and Shopify
already have this feature integrated
into their platforms but everyone else
has to apply and add meta data to
enable this feature. We can see this
being another place where
advertisers will someday be able pay
to have pins show up in searches or
highlighted in user’s feeds.
GIFT CATEGORIES
PIN
FEED
Curated by
RICH
PINS
@matt_siltala
FEATURES
Pinterest announced a new Featured
Category. It shows up at the top of the list of
categories. These are called PinPicks.
FEATURED CATEGORIES
& PIN PICKS
@matt_siltala
FEATURES
For example one week’s Pin Pick
said: “Weekend Campout.” From
this page, you can follow REI (the
sponsor of the featured pins).
Pinterest also suggests other
brands to follow in the niche and
places to visit. There are boards
featured that showcase products
relating to camping.
FEATURED CATEGORIES
& PIN PICKS
Featured
Category
@matt_siltala
FEATURES
The page shows product pins from REI, and content
from users as well as other brands that don’t compete
but are related (Camper World, KOA, etc). It features
camping food (as food is one of the most popular
themes on Pinterest) and creates an experience and
discovery tool for people based on a theme.
FEATURED CATEGORIES
& PIN PICKS • Weddings
• Kids
• Science & Nature
• Education
• Technology
• Tattoos
• Videos
• Geek
• Celebrities
• Architecture
• History
• Sports
• Men’s Fashion
• Cars & Motorcycles
• Education
• Place Boards
• Tattoos
• Science & Nature
• Weddings
• Videos
• Geek
• Technology
• Celebrities
• History
• Sports
• Architecture
• Men’s Fashion
• Cars & Motorcycles
DAILY USERSACTIVE USERS
Most Frequently Browsed Pinterest Categories:
Ahalogy 2014 Pinterest Media Consumption Study
@matt_siltala
FEATURES
Get content ideas, make sure to tie
into something current in the
boards at the top of your profile.
Change them out with the seasons.
Create boards relating to a theme
that are popular on Pinterest.
WHAT YOU CAN
LEARN
Featured
Category
Content
Ideas
Content
Ideas
Content
Ideas
Content
Ideas
@matt_siltala
FEATURES
Anyone can ask questions on Pins
and get answers from the
community. You can get an answer
from anyone in the community and
you get an email when you get an
answer from someone.
COMMUNITY
QUESTIONS ?
Community
Answers
Question
on Pin
@matt_siltala
KILLED
FEATURES
This is a great way to interact with
your community and get to know
individual pinners or to find content.
COMMUNITY
QUESTIONS
Get to
know your
community
@matt_siltala
KILLED
FEATURES
Pinterest can drive traffic
to your web site
regardless of product or
service.
MESSAGES
@matt_siltala
FEATURES
Pinterest can drive traffic
to your web site
regardless of product or
service.
MESSAGES
The new Messages feature
can be used as a marketing
tool.
@matt_siltala
CASE STUDY
@matt_siltala
Courtesy of Pinnablebusiness.com
CASE STUDY
@matt_siltala
RUSTIC ARTISTRY
90% of her pins getting at least one repin
64% of her social channels traffic
comes from Pinterest
Facebook, with over 4,000 Likes,
accounts for 34% of her social traffic
Visitors from Pinterest have a lower bounce rate
– 55% compared to 70% with Facebook visitors
TIPS INSPIRED BY CASE STUDY
@matt_siltala
INSPIRED TIPS
Don’t just repin, find new material that
expresses your brand personality
Sign up for
Newsletters from
Like-minded brands
Look at
Magazines
In your niche
Look for related
Content on
Blogs and websites
Slideshows often
Have great pin-worthy
Images
@matt_siltala
INSPIRED TIPS
Find new ways to promote your
best-performing pins. Look at
your analytics tab on Pinterest to
see the Most Recent, Most
Repinned and Most Clicked pins.
Then comment on pins with
something helpful or “like” them to
acknowledge the person who
pinned them.
@matt_siltala
INSPIRED TIPS
Feature your most pinned or
popular images and feature on
other social networking sites.
Don’t use the feature to tweet
them, create a unique tweet.
Same with Facebook, create
a unique post.
@matt_siltala
INSPIRED TIPS
You can quickly create a few of
your best images together into
one image to pin again or for
other sites. A tool called
PinThemAll.net helps make this
easy. Use it to create a vertical
collage.
@matt_siltala
INSPIRED TIPS
Create a pin advertising a new
board and pin it on a more
established board.
@matt_siltala
INSPIRED TIPS
Do not fill your boards
with pins from your
own website.
Eventually you will run out of
things to pin. You won’t have
fresh new content to share on
a consistent basis.
On her “Make Mine Rustic”
board, only about 5% of the
2800+ pins are from her
own website.
@matt_siltala
INSPIRED TIPS
Pin your most popular pins
to group boards that have a
strong following and are a
good fit.
PinGroupie and Board Deck
boarddeckhq.com are tools
that can help you find group
boards. You can also use
Pinterest search to find group
boards.
YOUR
MOST
POPULAR
PINPOPULAR
GROUP
BOARD
@matt_siltala
INSPIRED TIPS
Pin content that is
performing well more than
once - to another board, to
a group board or even
again on the same board.
That way your new followers
will be exposed to your best
content. Wait a month or more
in between pins.
1 MONTH
@matt_siltala
INSPIRED TIPS
Use PinAlerts to see what’s
being pinned from your
website (not just what’s
popular on Pinterest).
@matt_siltala
CASE STUDYCourtesy of Business.Pinterest.com
@matt_siltala
CASE STUDY
BUZZFEED
Pinterest is BuzzFeed’s 2nd Largest
social network referrer
Has a much longer lifecycle than other social networks,
often driving traffic to posts moths after publication
More than Half of BuzzFeed’s traffic from Pinterest
Goes to posts published more than 2 months ago
According to Dao Nguyen, VP of
Growth and Data at BuzzFeed…
@matt_siltala
TIPS INSPIRED BY CASE STUDY
@matt_siltala
INSPIRED TIPS
Put your pin button at the
top of your images.
@matt_siltala
INSPIRED TIPS
Optimize your pins
for mobile
@matt_siltala
INSPIRED TIPS
Create beautiful vertical
editorial images and put
them first in your
blog postsHeight:
762 px
Width: 625px
@matt_siltala
INSPIRED TIPS
Pin Humor.
Of the 100 Buzzfeed
stories that have the most
traffic from Pinterest,
30% of the visits are to
humor posts.
@matt_siltala
CASE STUDYCourtesy of Hello Society
@matt_siltala
CASE STUDY
CHOBANI YOGURT
15 of 25 of their boards are recipe boards
Chobani has over 113,000 followers
on Pinterest
They share recipes from fans, sponsored recipes
from bloggers, and their own recipes
@matt_siltala
TIPS INSPIRED BY CASE STUDY
@matt_siltala
INSPIRED TIPS
Become friends with your
followers by helping them
catch a vision of a better life
with your product.
“Through mouthwatering
pictures and branching out
from their product, Chobani
has used Pinterest to become
more than just a brand. They
have become a friend to their
customer, sharing the same
hopes, goals, desires, dreams,
and tastes. ”
-Angela Swenson
@matt_siltala
INSPIRED TIPS
Leverage your social
following on other sites.
Chobani tweets their pins but
they don’t share them on
Facebook with posts and
with the Pinterest
app on Facebook
@matt_siltala
INSPIRED TIPS
When they feature recipes on
Facebook, they could also
add a link to pin the recipe.
A newer feature is a landing
page that has a follow all
button.
@matt_siltala
INSPIRED TIPS
Create custom board cover
images to give a consistent
look and brand style to
your profile
@matt_siltala
INSPIRED TIPS
Get your fans involved. Pin
their recipes or ideas. Also
consider teaming up with
bloggers (who often have a
broad social footprint) to
create new ways to use
your products.
@matt_siltala
CASE STUDYCourtesy of Pinterest
@matt_siltala
CASE STUDY
FOUR SEASONS HOTELS &
RESORTS “Pin.Pack.Go”
Over 26,0000 followers.
Since it launched, Four Seasons has seen a
525% increase in followers to its main account.
Created profiles for their more than 81 hotels,
each showcasing the resort’s distinct style & features.
@matt_siltala
TIPS INSPIRED BY CASE STUDY
@matt_siltala
They have a board
Gastronomic Travel featuring
upscale restaurants around
the world. They pin their own
restaurants as well as others.
INSPIRED TIPS
@matt_siltala
900% INCREASE
in the average
number of people
repinning their
content every day
600% INCREASE
In the average number of
pins from their website
fourseasons.com year
over year
INSPIRED TIPS
@matt_siltala
MATT’S BONUS PINTEREST TIPSBONUS INFO
@matt_siltala
TOP 10 TIPS
Don’t only pin your own products. Once you have pinned
all your own products, there is nothing left for you to pin or to
keep your profile fresh by adding new content. Instead, pin
around themes relating to your business.
1
@matt_siltala
TOP 10 TIPS
Find other pinners in your niche who have a lot of
followers. Follow them. Repin them. This will make your own
boards more interesting.
2
@matt_siltala
TOP 10 TIPS
Comment on pins of popular pinners in your niche. When
you do, your logo will show up next to your comment and
people who like similar content may click over and follow
your boards.
3
@matt_siltala
TOP 10 TIPS
When you get comments, follow up with a comment
so the person knows you saw it and that their
comment is appreciated.
4
@matt_siltala
TOP 10 TIPS
Don’t just repin, find new material that expresses your
brand personality. Some creative ways to find content
include, sign up for newsletters from brands you align with.
Look at magazines in your niche. Look for related content on
blogs and websites. Slideshows often have gorgeous
pin-worthy images you can use (being aware of copyright).
5
@matt_siltala
TOP 10 TIPS
Use Pinterest tools and business analytics.
Examples: Tailwind, PinAlerts (so you can see what people
are pinning from your own website), PinGroupie (to find
group boards) and PinThemAll.net (this finds all photos on a
page and lets you select which ones to pin, add your
comments and reorder them into a collage).
6
@matt_siltala
TOP 10 TIPS
Pin your best performing pins to popular group boards
you belong to. You can also pin the same pin more than
one time, spaced out several weeks or months. In time the
pin will get buried, making it harder for people to find.
7
@matt_siltala
TOP 10 TIPS
Make a collage of your most popular pins and post it on
Facebook. Invite people to see more of your images on
Pinterest. The two networks work well together and people
who like what you do on Facebook will probably like you on
Pinterest too.
8
@matt_siltala
TOP 10 TIPS
Increase your engagement.
In the Analytics tab on Pinterest, open the Most Recent,
Most Repinned and Most Clicked sections. Click the heart to
"Like" the pins from your website that people have pinned.
This is better than putting a comment on each pin that says
"thanks for pinning." It's also a great way to find boards to
follow back. Sort of like favoriting a tweet on Twitter so
people know you saw it.
9
@matt_siltala
TOP 10 TIPS
Use rich pins. They give your brand so much more
exposure and also give your community much more
information and value. Example: a recipe pin regular and
one that is a rich pin.
10
@matt_siltala
TOP 10 TIPS
Use alt tags for your images because that’s what becomes
your description when people pin from your website. Most
people won’t change what’s there. Be sure to add
hashtags and keywords so your images come up in
searches on Pinterest.
BONUS
@matt_siltala
