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#eventtechlive MASTERING PINTEREST IN EVENT MARKETING Pr b E Swr LEGACY MARKETING PARTNERS

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Mastering Pinterest presentation by Ed Swiderski

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Page 1: Mastering Pinterest

#eventtechlive

MASTERING PINTEREST IN EVENT MARKETING Pr!"!#$!% b& E% Sw'%!r"('

LEGACY MARKETING PARTNERS

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MEET PINTEREST

•  Uniqueness drives results •  Evergreen index of quality

content •  E-Commerce & virtual catalog

POWERHOUSE •  Quality over quantity •  Great for videos •  One the fastest growing social

platforms in history 80% OF THE TOP 15 PINTEREST CATAGORIES ARE CONNECTED TO COMMERCE

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WHO IS PINTEREST? •  Majority of users are between 25-54 •  Over 60% of Pinterest users have a

college degree •  Over 25 million unique users •  Longest average time spent on social

platform •  Concentration on Midwest users

Sources: huffingtonpost.com/

H)$ I#%*"$r'!" TRAVEL • FOOD • FASHION

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WHY PINTEREST?

Source: Alexa huffingtonpost.com

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PINTEREST IS NOT… •  An event management tool •  Low quality content •  “Social” in the sense of

traditional social •  For every brand •  For every industry •  For every event

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PINTEREST VS. ALL Unusually high follower

engagement %

Source: huffingtonpost.com

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IMAGES = EMOTION •  Images have the potential to

promote both a visual and emotional connection

•  You can use your images to: -  Show event pictures before,

during, and after -  Show products that you

produce -  Inspire users to pin their

own images •  Pinterest also allows users to pin

videos

Source: Dynamic Logic MarketNorms®

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#eventtechlive #eventtechlive HOW

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•  Pins •  Repins •  Boards

THE BASICS

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•  Needs laser focus in order to be effective •  Must be driven by business needs •  Must be tweaked based on results •  What do you consider ROI? Sales?

Prospects? •  Benchmark your results with A/B testing •  Must be measured. LIKES ARE LAZY.

SOCIAL ROI (REALLY OVERLY IGNORED) = SET GOALS

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•  % Increased sales •  Increased site visitors by X •  Improved Customer Service by

lowering X calls •  % customer engagement •  New product ratings & feedback

R!.!.b!r This is not just a feel good activity.

The goal is to affect your bottom line.

•  Create brand awareness •  Stronger consumer relationships •  Turn happy customers into

raving fans •  Mainstream media exposure •  Stay ahead of competition •  Customer service •  Research & Development

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•  Using other digital marketing -  Email -  Blogging -  Pin This icons

•  Compelling content encourages influence

RELENTLESS REACH

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CREATIVE BOARD NAMES •  Engage the Senses •  State the Obvious •  Sarcastic Banter •  Quote others •  Inspire •  Themes

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#eventtechlive #eventtechlive EVENTS

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EVENT INTEGRATION •  Drive attendance and

awareness pre/post •  Living event brochure •  Dynamic product catalog •  Tools and processes to align

with the event •  Leverage and supplement other

networks •  No age gate, but…

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PRE-EVENT •  Involve users in the preparation

process for the event (test product images, previous event photos, etc..)

•  Build excitement with behind the scenes

•  Contests •  Request re-pins and favorite votes •  Keep users in the loop (without

spamming) •  Establish goals and success

measurement •  Establish hash tags

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EVENT BOARDS •  Reflect brand personality •  Create specific boards for your

event for pre-event prep, inspiration behind the event, the event itself, and post-event

•  Include behind the scenes photos to make your brand more "human”

•  Invite users to share on other boards/brands

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VISUAL EVENT HUB •  Curated content hub to complement overall campaign •  Leverage other platform audiences to participate in your activity •  Re-pin images related to past events

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ANALYZE •  Promoted pins •  Pinterest is quickly becoming

an online marketplace, so use this to your advantage

•  Determine the right channels  •  ROI is less relevant as

transactions are happening in real time

•  Advertising…coming soon!

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POST EVENT •  Review analytics and “lift”

based on goals •  Focus on quality product

content that triggers emotion = BUY

•  Review goals established pre-event

•  Re-align goals for next event

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PLAYS WELL WITH OTHERS

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•  Already integrated = bigger buzz

•  Combine video with Pinterest •  Videos can link back to your

portfolio

•  Great contest integration •  Source for hand-picked,

quality content •  Be careful

•  Play into “share and tell” •  Share images from Pinterest •  Static iFrame tab •  Facebook continues to

integrate more with Pinterest

•  Tweet your pins •  Pinterest and Twitter run on

same concept •  Take advantage of altering pins

to fit Twitter before tweeting them

+

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•  User-curated •  Evergreen •  Click throughs •  Brand “lift” •  Cleaner ROI

•  User-generated •  Real-time •  Brand mentions •  Surface-level activity •  ROI difficult to trace

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NEXT SECTION: V'r+, C)#$!#$ Eq*+$')#

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•  Quality content wins. Some examples of more active content:

•  Infographics -  Provides necessary details and

figures while stimulating the brain

•  Contests -  “Pin and Win”, Most Repins,

Scavenger Hunts, Sweepstakes

THERE IS NO VIRAL EQUATION

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PINTEREST ETIQUETTE •  Would you put it in a frame? •  Cite Sources for Your Links •  Don’t Smother Your Audience •  Descriptive Captions •  Avoid Pinning Addiction •  Report Spammers •  Repinning

-  Only repin content that you believe to be original and not under copyright infringement

•  Images -  Images must fit with Pinterest’s

standards of quality •  Try to only pin content you own or have

a license to distribute

F),,)w'#0 $1! R*,!"

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E% Sw'%!r"(' [email protected]