top 5 pinterest boards businesses should have

The Top 5 Pinterest Boards that Delaware Businesses Should Have

Charlie Vincent, Esq.President, Innovincent

[email protected]

June 9, 2015

Delaware Small Business Chamber

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mailto:[email protected]

http://www.innovincent.com/

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Presenter: Charlie Vincent, Esq.

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• Owner of Innovincent LLC– Wilmington, DE based strategic management

consulting firm – Clients: nonprofits and businesses (primarily DE)– Areas of practice: fundraising, governance, event

planning, strategic planning and marketing• Prior to Innovincent:– Delaware attorney specializing in corporate

governance and corporate litigation matters (2007-2014)

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Keeping Things Pinteresting

• Overview: Who Uses Pinterest and Why Pinterest

• Pinterest for Business• Things to Pin on Pinterest• 5 Pinterest Boards for Delaware Businesses

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Overview: Initial Assumptions

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• Assumption 1: Your business has a website and is selling a product or service

• Assumption 2: Your website includes a blog and has a business presence on one or more social networking sites (Facebook, LinkedIn, Google+, Instagram, Pinterest, Twitter)

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Overview: Initial Assumptions

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• Assumption 3: Your business has some social media and SEO strategy that aims to increase awareness and sales

• Assumption 4: You’ve heard of Pinterest and want to learn more.

Even if one or all of these assumptions are wrong, Pinterest is sufficiently large enough that it should be on your business’s radar.

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Overview: Who Uses Pinterest?

(hint: it’s still primarily women)

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Overview: Who Uses Pinterest

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• Pinterest is among the top 2 or 3 social networking sites used by all online adults – Facebook (71%), Pinterest (28%), LinkedIn (28%),

Instagram (26%), Twitter (23%)Pew Internet Social Media Update 2014 (Jan. 2015)

• Gender use of Pinterest from all online adults– Female (42%) (up from 33% in 2013)– Male (13%) (up from 8% in 2013)

Pew Internet Social Media Update 2014 (Jan. 2015)

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• Latest data suggests that Pinterest users are 70% female, 30% male

JP Mangalindan, Pinterest's Evan Sharp: Guys are on here, too, Mashable (Apr. 29, 2015), mashable.com/2015/04/29/pinterest-evan-sharp-users/

• Male user base grew 73% from March 2014 to March 2015, outpacing all other Pinterest growth

Jordan Novet, 80 percent of Pinterest’s traffic comes from mobile devices, Venture Beat (March 31, 2015), http://venturebeat.com/2015/03/31/80-percent-of-

pinterests-traffic-comes-from-mobile-devices/

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• Age Demographic of Pinterest Users– 18-29 (34%) (up 7% from 27% in 2013)– 30-49 (28%) (up 4% from 24% in 2013)– 50-64 (27%) (up 13% from 14% in 2013)– 65+ (17%) (up 8% from 9% in 2013)

• Compare with Facebook:– 18-29 (87%)– 30-49 (73%)– 50-64 (63%)– 65+ (56%) <- largest growth (11%) from 2013-2014


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• Income Demographic of Pinterest Users– Less than $30,000/year (22%) (up 7% from 15% in

2013)– $30,000-$49,999 (28%) (up 7% from 21% in 2013)– $50,000-$74,999 (30%) (up 9% from 21% in 2013)– $75,000+ (34%) (up 7% from 27% in 2013)


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• Among the fastest growing social platforms – Fastest increase in active users year over year

(111% growth from 2013)Rex Santus, Tumblr and Pinterest now fastest growing social platforms

(Mashable Nov. 26, 2014), mashable.com/2014/11/26/tumblr-pinterest-fast-growing

– 2nd largest growth in all online adult users behind Instagram in 2014


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• Pinterest is small relative to Facebook, Google+, but comparable to Instagram, LinkedIn and Twitter

• Estimated ~50 million active users/month– 72.8 million users in March 2015 (25% increase from 2014)

JP Mangalindan, Pinterest's Evan Sharp: Guys are on here, too, Mashable (Apr. 29, 2015), mashable.com/2015/04/29/pinterest-evan-sharp-users/

– Ahology study (June 2014): Pinterest has 53 million monthly active U.S. users compared with Twitter’s 57 million (including Canada)

– eMarketer predicted Twitter has 48.2 million monthly active users and Pinterest has 40 million

Jeff Bercovici, Still More Data Shows Pinterest Passing Twitter in Popularity, Forbes (June 24, 2014) www.forbes.com/sites/jeffbercovici/2014/06/24/still-more-data-shows-pinterest-

passing-twitter-in-popularity

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Millennials use Pinterest as much as Instagram

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Overview: Why Pinterest?

Stats are pinteresting, but so what?

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• Answer: Mobile Internet– Mobile accounts for 25% of global web usage

Mary Meeker, Internet Trends 2015 Code Conference, KPCB, May 27, 2015, http://www.kpcb.com/internet-trends

– In the U.S. in 2014, mobile (smartphones and tablets) accounts for 60% of total digital media time used (up from 50% in 2013)

Andrew Lipsman, Major Mobile Milestones in May: Apps Now Drive Half of All Time Spent on Digital, Comscore (June 25, 2014),

http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-Apps-Now-Drive-Half-of-All-Time-Spent-on-Digital

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• Answer: Mobile Traffic & E-Commerce– Thanksgiving 2014: For the first time, online traffic from

mobile devices (smartphone browsing) exceeded traditional PCs, accounting for more than half (52.1%) of all online traffic

IBM Digital Analytics Benchmark (Nov. 29, 2014), www-01.ibm.com/software/marketing-solutions/benchmark-hub/alert.html

– 70% of consumers claim to have made a purchase with their smartphones in 2014 (up from 59% in 2013) and 41% say they plan to make even more smartphone purchases in 2015

CFI Group, Holiday Report (Nov. 2014), http://cfigroup.com/downloads/CFI_eBay-ent_holiday_mobile_on_rise_2014.pdf

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• Pinterest drives 7% of web traffic sites receive, second only to Facebook

Jillian D’Onfro, This Chart Shows Why Pinterest is Way More Important than Twitter or Reddit for Traffic Referals, Business Insider (Apr. 21, 2014), http://www.businessinsider.com/pinterest-advertising-big-deal-2014-4#ixzz2zf57lo5H

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• Pinterest drives 7% of web traffic sites receive, second only to Facebook

Jillian D’Onfro, This Chart Shows Why Pinterest is Way More Important than Twitter or Reddit for Traffic Referals, Business Insider (Apr. 21, 2014), http://www.businessinsider.com/pinterest-advertising-big-deal-2014-4#ixzz2zf57lo5H

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• Answer: Pinterest is the most mobile social network– 64% of Pinterest’s referred traffic comes from

mobile browsers (ahead of Facebook)Adobe Digital Index, U.S. Mobile Benchmark Report (2014),

http://www.cmo.com/content/dam/CMO_Other/ADI/ADI_Mobile_Report_2014/2014_US_Mobile_Benchmark_Report.pdf

– More than 80% of Pinterest usage is on smartphones and tablets

Jordan Novet, 80 percent of Pinterest’s traffic comes from mobile devices, Venture Beat (March 31, 2015), http://venturebeat.com/2015/03/31/80-percent-of-pinterests-

traffic-comes-from-mobile-devices

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• Answer: Pinterest leads Facebook in driving brand loyalty and sales– Content sharing on Pinterest is up 131% in 2014

from 2013 (Facebook down 42.6%)Adobe Digital Index, U.S. Mobile Benchmark Report (2014),

http://www.cmo.com/content/dam/CMO_Other/ADI/ADI_Mobile_Report_2014/2014_US_Mobile_Benchmark_Report.pdf

– Pinterest referrals average $105.75 per order (Facebook referrals average $101.38 per order)

IBM Digital Analytics Benchmark (Jan. 5, 2015), http://www-01.ibm.com/software/marketing-solutions/benchmark-hub/alert.html

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Pinterest for Business

575,000 businesses can’t be wrong

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• business.pinterest.com• Business account advantages– Promote your business and website / push

content– Analytics– Others besides you individually can post

• Use to research and promote relevant market competitors or ideas

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http://www.business.pinterest.com/

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• Business account advantages– Promote your business and website / push content– 2/3 of all the content people Pin is from a business’

website (Source: Novet, 80 percent of Pinterest’s traffic comes from mobile devices)

– Analytics– Others besides you individually can post

• Can link/post to other social media accounts (Facebook, Twitter) – but NOT Facebook business page

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• Analytics• Lots of potentially valuable information for

your business

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Things to Pin on Pinterest

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• Think about what your clients are interested in• Think about what potential clients may be

interested in – Financial institution potential clients probably

won’t pin a lot of tips about interest rates but sharing home décor and DIY ideas for newlyweds may trigger a positive association once they start shopping for a mortgage

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• Think about points of market entry– E.g., consumer is planning a wedding, home

remodel, prepping for holidays• Create boards that use key words that you

want Google to find (SEO)

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• Think about what people are looking for on Pinterest

• Most pinned categories– Food & Drink– DIY & Crafts– Home Décor– Holidays and Events

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• Most frequently browsed Pinterest categories– Weddings– Kids– Science & Nature– Education– Technology– Tattoos– Video

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• Also think about trends & changing demographics– Technology, Sports, Videos, etc.

• Largest growth for men using Pinterest– Car & Motorcycle Pins +118% – Men’s Fashion Pins +96%

Mary Meeker, Internet Trends 2015 Code Conference, KPCB, May 27, 2015, http://www.kpcb.com/internet-trends

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5 Pinterest Boards for Delaware Businesses

Remember to follow the 80/20 rule

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5 Pinterest Boards for Businesses

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• Board 1: Website Board• Board 2: Blog Board• Board 3: Video Board• Board 4: Collaborative Board• Board 5: Trending Topics Board(s)

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Board #1: Website Board

• Think of it like an “About Our Business” page• Can repin content to other more specific

boards• Should have 10 or more pins– Ideas: Office pictures, awards/plaques, etc.– Office opening, moving, etc. – behind the scenes

pictures are sometimes compelling also

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Example: Visit Delaware

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Example: University of Delaware

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Board #2: Blog Board

• SEO: Every blog or article you write should have some sort of image along with it.– Catchy graphics, infographics, product images

• Pin from your blog, browser, on through Pinterest

• Can repin the post to other boards if you want• Cross-promote from Twitter, Facebook,

Instagram and other social media accounts

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Example: BHLDN

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Example: BHLDN

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Example: BHLDN

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Example: Innovincent

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Board #3: Video Board

• Video content marketing is only getting bigger • YouTube and Vimeo still underutilized

platforms for businesses• Pinterest allows you to pin video and audio

(podcasts, YouTube, etc.)• Be sure to control your content for ROI and

analytic purposes

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Example: Dover Police

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Example: Dover Police

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Board #4: Collaborative Board

• Collaborative/Group Boards allow multiple users to post to one board

• Allows for increased engagement and exposure

• Increased followers and influence• You can join a board or invite others to join

your board

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Example: Delaware Libraries

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Example: Delaware State Parks

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Board #5: Trending Topics

• Examples: Special events and holidays (Christmas, Easter, Valentine’s Day) – could have a different board a month

• Examples: Seasonal – recipes, exercise, places to visit (local or destination)

• Example: Local areas of interest: restaurants, real estate

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Example: Harry’s Savoy Grill

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Example: Delaware State Parks

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Other Considerations for Another Day

• Rich Pins and Promoted Pins (drive sales)• Pin to Win Contests (use sparingly, but

potentially good for developing followers)• Pinning/re-pinning/liking/commenting

strategy – many experts suggest 10-15 pins/day, with 5-10% being original content

• Employee engagement strategies

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Thank you!

[email protected]/innovincent

Tweet @innovincentFacebook.com/innovincentdelaware

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