Pinning and Blogging to Propel Your Brand

Sarah SudarKatie Vojtko

Whole Foods“Pinterest allows us to curate images from across the web

that really speak to who we are as a company, images that reflect our core values and essentially communicate the essence of who we are.”

- Michael Bepko, Global Online Community Manager for Whole Foods

(Mashable: http://mashable.com/2012/02/23/pinterest-whole-foods/)

SOCIAL MEDIAWebsite about coffee

Blog

“I Like Coffee”

I’m drinking a coffee

Here’s how I make my coffee

My skills include drinking coffeeI have a coffee-lovers circle

This is where I drink coffee

Here’s a funky photo of my coffee

Here I am drinking coffee

Every social media platform you utilize should highlight and support traffic to your blog (and website)

So, How Can Pinterest Propel My Blog?

Inspire: Gain ideas for your blog posts – a cure for Writer’s Block!

Inform: Share your content, videos, and blog posts to a huge audience

Influence: Connect with a larger network and see who (and what!) is trending in your niche

http://www.fuelyourblogging.com/pinterest-for-bloggers/

What is a blog?“A Web site that contains an online personal journal with

reflections, comments, and often hyperlinks provided by the writer” (Merriam-Webster, 2012).

eatPGH.com

Blog vs. WebsiteBlog:

InteractiveTwo-way

communication Keeps consumers

engaged; keep coming back for more.

More personal, informal writing style.

Website: Static

One-way communication

Landing page for consumers., sometimes only a one time stop to another piece of information.

Professional writing style.

“Websites are the central communication hubs for businesses today, and blogs are where visitors go to find out if the organization has a pulse.”

-Chuck SinkNew Hampshire Business Review

April 4, 2012

Why create a blog?Provide an inside “look” at your business.

Allows customers to go “behind the scenes” with your company; develop a “relationship” with them.

Adds a voice and images to your online presence.

You can control what is “said” about your business and “how” it is said.

“Think beyond the press release. Rather than assemble the facts in hopes of inspiring journalists to tell your story, tell it yourself in an interesting, compelling way. Figure out how to tell it in a way that will appeal to your key audience.”

Schwartzman, E. (2005). Dos and don’ts of blogging. Public Relations Quarterly, 50(3): 33.

How to blog?First, create a communications plan.

Set measureable goals, objectives. Define target audience.Determine what you want to “say” via your

blog. What is the purpose of having a blog?

Sarah’s blogging tips! Post regularly- create a schedule.

Photos are a MUST.

Consider video.

Always be honest and transparent.

Voice: Use first-person POV.

Make sure to engage with readers via comments. Often, ask questions at the end of a post.

Keep posts interesting, short and informative.

What to blog about?Talk about more than just your product/service.

Examples of “blog” posts: Interviews/profiles: Q & A’s with employees, visitors,

customers, etc. Special events and happenings. “Behind the Scenes” Photos/VideosAnything newsworthy and/or exciting you want people to

learn more about!!Your POV on current industry news/trends.Testimonials. Contests.

Newsworthy Post

Event Post

Interview Post

Reaching out to BloggersGet “influencers” talking about your company.

Relatively inexpensive.Reward bloggers for talking about you?

Make sure you reach out to bloggers who talk about products/lifestyle similar to your business.

Be personal when pitching to them.

Example Pitch to Bloggers

Example Sponsored Blogs

Pinterest – The WhatPinterest lets you:

• Organize and share all the interesting and visually attractive things you find on the web.

• Plan weddings, decorate homes, find new recipes, and share fashion inspiration (just to name a few).

• Browse pin boards of your friends and discover new things and gain inspiration from people who share your interests.

• http://pinterest.com/about/

Whole Foods Pinterest Boards

Pinterest – The WhoThird most popular social networking site

Fastest social networking site ever to reach 10+ million users

About 80% of active users are women

43% of Active Users Earn Between $50,000 to $ 149,999

80% Active Users are Between 25-54 y/o

Pinterest – The HowPin: An image or video added to Pinterest.

http://pinterest.com/about/help/

Pinterest – The HowBoard: A board is a set of pins. A board can be created

on any topic.

http://pinterest.com/about/help/

Pinterest – The HowRepin: When a pin is shared on another’s board.

http://pinterest.com/about/help/

Pinterest – The HowFollowing: Pins from those you follow will be shown to

you in real-time

http://pinterest.com/about/help/

Pinterest – The How“Pin It” Button: Once installed on your browser, the

“Pin It” button lets you grab an image from any website and add it to one of your pin boards.

http://pinterest.com/about/help/

Pinterest Trends & Top ContentTop 5 Categories:

• Home

• Arts & Crafts/DIY

• Style/Fashion

• Food

• Inspiration/Education

http://mashable.com/2012/03/12/pinterest-most-popular-categories-boards/

Pinterest Controversy• The big question: “Who Owns What?”

• How to Avoid Issues: Only post what your company/blog has rights to. Treat that pin board as you would your company website.

Katie’s Pinning TipsSegment and define your boards

Complete your Pinterest bio

Find and follow your audience

Use #hashtags and @username to increase the chances of your pins being found

Watermark pins with your address

Be descriptive

Have fun!

Example 1Lawrenceville Corporation

Blog Post: An “Behind the Scenes Look” at the 2012 Art All Night Event

Example 1, Part 2Lawrenceville Corporation

Blog Post: Upcoming Blossom Tour

Example 1, Part 3Lawrenceville Corporation

Blog Post: Come Visit Our Neighborhood!

Example 2 Bike PGH

Blog Post: Talk Up Event with a Recap from Last Year!

Example 2, part 2Bike PGH

Blog Post: Share advice for safe biking on with the bus routes

Example 2, Part 3Bike PGH

Blog Post: Bike Trails Around Pittsburgh

Example 3The Fairmont Pittsburgh

Blog Post: Highlight wedding accommodations and stunning photography from past weddings.

Example 3, Part 2The Fairmont PittsburghBlog Post: Cooking classes and dining options at the hotel

Example 3, Part 3Fairmont Pittsburgh

Blog Post: Brunch Specials

Example 4Pavement Pittsburgh

Blog Post: A sneak peak at New Arrivals

Example 4, Part 2Pavement Pittsburgh

Blog Post: Information on upcoming big sale

Example 4, Part 3Pavement Pittsburgh

Blog Post: Q & A with Designers

Example 5Dinette

Blog Post: New Menu Items

Example 5, Part 2Dinette

Blog Post: Progress and news on rooftop vegetable and herb garden

Example 5, Part 3Dinette

Blog Post: Best

Restaurants Party

Katie Vojtko

Marketing Specialist, TowerCare Technologies

@katievojtko

Sarah Sudar

Blogger, eatPGH.com & thestyleclutch.com

@sarahsudar