Pinning your Business to the Top with Pinterest

Jess Loren, SVP of DigitalLegacy Marketing Partners

@ChiTownJessJessica Galliart, Social Media Manager

Tribune@JessicaGalliart

Overview• How effective is social media?• Social media and marketers• Alicia Keys and Pinterest (?!)• What is Pinterest?• The appeal of Pinterest• Getting started with Pinterest• How does Pinterest work?• The image theory• Case studies• Viralocity

Social Smocial:How effective is Social Media?

• Social Media is just another tool• Needs laser focus in order to be effective• Must be driven by business needs• Must be measured• Must be tweaked based on results

Social Media and MarketersFive Benefits of Social Media Marketing from beingyourbrand.com”

1. Increased exposure

2. Increased traffic3. Provided

marketplace insight

4. Generated leads5. Developed loyal

fans

Alicia Keys

• Grammy-winning singer/songwriter and actress Alicia Keys used Pinterest to correspond with her new album

• Pop culture enters social media (and vice versa)

So why does Keys care about Pinterest?

What is Pinterest?The people behind Pinterest describe their

company as:“Pinterest lets you organize and share all the

beautiful things you find on the Web. People use pinboards to plan their weddings, decorate their

homes, and organize their favorite recipes. In simple terms, it is a visual board where one can attach images that tickle their fancy. It’s like a

scrapbook that lets the world share itself.”

The Appeal of Pinterest

• Above graph shows increase in visits since 2012 from Compete.com• 2.5 billion page views a month (40-50 million unique visitors)• Over 70 million registered users• Valued at $2.5 billion• Used mainly by 18-50 year old women (

http://www.mediabistro.com/alltwitter/social-media-user-demographics_b38095 )• Women are five times as likely to use Pinterest than men• Strong base in fashion and home decor posting• Higher rates of posting more acceptable

Getting Started with Pinterest• Pinterest used to require invites to register, but

now it’s public.• If your business has a Facebook and Twitter

already, you next logical step is Pinterest: you can sign up for Pinterest with either of those two accounts

• Before pinning anything, determine your brand’s editorial tone: light-hearted/fun? Glamorous?

Getting Started with Pinterest• Before inviting everyone on Facebook and Twitter to

follow your Pinterest, build a small library of board, pins and re-pins first

• Respond to re-pins you like and communicate with your Pinterest followers as your brand

• Ask for your fans’ input on what you post• Don’t go “pin-crazy” and spam your fans’ page with

your pins: though Pinterest allows for higher frequency posting than Facebook, it’s still quality > quantity

How does it work?• Pinterest Basics: Pins (photos), Re-Pins

(posting someone else’s photos, ie “retweet), and Boards (where you post the photos)

• Pins link back to their original source• You want to make sure your website

receives credit for your pins• It’s not in bad taste to repin

someone else’s pin, just remember that it will link back to their pages

• Describing your Pin• Slight explanation for your pin:

creative or straightforward• Your description will be seen by all

who repin

Creative Board Names

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

Pinterest Categories• Popular• Everything• Gifts• Videos• Animals• Architecture• Art• Cars & Motorcycles• Celebrities• Design• DIY & Crafts• Education• Film, Music & Books• Food & Drink• Gardening• Geek• Hair & Beauty• Health & Fitness• History

• Holidays & Events• Home Decor• Humor• Illustrations & Posters• Kids• Men's Fashion• Outdoors• Photography• Products• Quotes• Science & Nature• Sports• Tattoos• Technology• Travel• Weddings• Women's Fashion

The Image Theory- Dr. Walfish: “Attention spans are lengthened when you

offer some visual or auditory enhancement to the written word... Visuals, when it comes to advertising, are much stronger than just words. That is why so much is done in graphics and trailers down to the imagery of the title.”

- Dr. Wald: “Branding is all about imagery. People associate images with companies. Psychological research has suggested that visual attractiveness causes people to associate other positive attributes to a person or product."

Effectiveness of Images• Images have the potential of producing

positive and emotional responses• Making images more dynamic and interesting

draws attention to your products• You can use your images to:• Show products that you produce• Inspire users to pin their own images• Show lifestyle tips in action

Case Studies

• J.Crew launches new September style guide on Pinterest

• A great way to get fans’ first impressions

• Creates a sense of exclusivity between fans and brand

• Fosters loyalty among fans for getting a “sneak peek”

Case Studies• Nordstrom: The most

followed brand on Pinterest

• Posts inspirational quotes, wedding ideas, and funny stuff (like a “Fashion Cats” board) to keep people interested in the brand’s attitude, not just the fashion

• Proof that success on Pinterest relies on a diverse amount of high-quality content.

Case Studies• Whole Foods: perfect for

Pinterest’s main demographics and interests

• “We’ve really focused on remaining authentic to the space that [Pinterest founders have[ created and not treated it as an extension of our website or as an advertisement of our products.” — Michael Bepko, Whole Foods global online community manager. (http://mashable.com/2012/02/23/pinterest-whole-foods/)

Case Studies

Viralocity• Infographics• Provides necessary details and figures while

stimulating the brain• Word-of-Mouth• Liking, Sharing, Repinning, and Commenting on

your content• Contests• “Pin and Win”, Most Repins, Scavenger Hunts,

Sweepstakes

Viralocity• “The more you incentivize people to share, the

more they will share. There are two ways to do this: bribe them or inspire them.” – Emerson Spartz• Define what going viral means for you

• Just because something should go viral does not mean it will. The same goes for the opposite

Thank you!@ChitownJess

@JessicaGalliart