Pinning for fun and profit

NATANYA ANDERSONWHOLE FOODS MARKET

SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013

Pinning for Fun and Profit Natanya Anderson

Director, Social Media & Digital Marketing

Whole Foods Market

Our Pinterest Parthenon

@natanyap #brandsonly

Lifestyle-Centric Curation

Collaboration Sharable

Imagery

Customer

Engagement

Measure and Optimize

Philosophy

Strategy

Accountability

Marketing

Integration

Our Philosophy: Lifestyle-Centric Curation

@natanyap #brandsonly

Customer Passions &

Needs

Brand Core Values

Broad Strokes 5 x 1 Ratio

Collectible Inspiration

Our Boards – The Expected

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Our Boards – Beyond the Expected

@natanyap #brandsonly

Strategy: Collaboration

Who

• Internal partners

• Influencers

• 3rd party partners

Why

• Share the load

• Tapestry of passions

• Larger reach

• Richer overall experience

@natanyap #brandsonly

3rd Party Partners - Spring Gatherings

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Influencers – Taste of Thanksgiving

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Partner with Others

@natanyap #brandsonly

Strategy: Sharable Imagery

Collectible

Channel-specific

Program-specific

@natanyap #brandsonly

Execution: Fits and Starts

@natanyap #brandsonly

A Tale of Two Coffee Infographics

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178

Repins

42 Likes

47 Repins

46 Likes

GMOs and Brine FTW

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896

Repins

128 Likes

19

comments

405

Repins

52 Likes

Strategy: Customer Engagement

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Brand Customer Shared

Storytelling

The Great and the Not So Great

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Good Gravy!

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Strategy: Marketing Integration

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Table stakes

New Hotness –

API Integration

The Future

• In-store integration

• Deeper web integration

• Email experiments

Pinterest API – First Steps

@natanyap #brandsonly

Measuring Success (2014 Priority)

Optimizing Pinterest Efforts

• Individual pin performance

• Success against specific

program KPIs

– Website traffic

– Shares

• Timing of pin posting

• Benefit to partners

Informing Other Initiatives

• Top areas of interest

• What approach resonates

• Align with SEO

• Correct misinformation

@natanyap #brandsonly

What’s Next

• Philosophy

– Location-based pins

– Establish a firm POV on how to

integrate products into Pinterest

• Collaboration

– Grow our collaboration base

• Sharable Imagery

– Continue to evolve and optimize

the creative process

– Leverage graphic artists

throughout the company

• Customer Engagement

– Revisiting engagements and contests

– Acquisition campaign

• Marketing Integration

– Deeper integration into marketing programs

– Pinterest promoted pins

• Measurement

– Establish a measurement framework

– Ongoing analytics delivery

@natanyap #brandsonly

Thank you!

Natanya Anderson @natanyap

SOCIALMEDIA.ORG/SUMMIT2013ORLANDO

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DECEMBER 9–11, 2013

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