Pinning Principles for AMA Phoenix

MAY / 09 / 2013

Pinning Principles

Presented by:Jenna Rutschman and Elise Redlin to AMA

Pinterest One Year Later

Friday, May 10, 13

Agenda 01 What we are Talking About Today

02 Social Media Landscape

03 Pinterest Overview & Tips

04 Pinterest Personal VS Business

05 Case Studies

06 Analytics

07 Questions

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Overview for Today

DescriptionTips for using Pinterest for your business. Pinterest is one of the fastest growing social media sites ever, and it has become a huge source of referral traffic for many businesses. An increasing number of companies are leveraging the platform to reach a new audience, increase visits to their site and to generate leads or retail sales.

Key Takeaways:• Identifying if you have the right product or service to use Pinterest for your business• How to crete your plan to leverage Pinterest• Tips for better pinning• How to use Pinterest Analytics to evaluate your results

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05 Case Studies

06 Analytics

07 Questions

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• How to you find your way in the ever changing and growing social

Social Media Landscape | Setting the Stage

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0 30 60 90

Percentage of B2B Marketers Who Use Various Social Media Sites to Distribute Content

2011 2012

Source: 2013 Content Marketing Institute/MarketingProfs

Social Media Landscape | Overview B2B

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0 30 60 90

Percentage of B2C Marketers Who Use Various Social Media Sites to Distribute Content

2012

Source: 2013 Content Marketing Institute/MarketingProfs

Social Media Landscape | Overview B2C

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9

• Determine goals for each platform• Ensure each stakeholder agrees on

goals• Set timeline to achieve goals• Set benchmarks to measure goals

against• Set reporting guidelines • Determine available (and willing)

resources• Set target audiences and personas• Develop brand voice guidelines • Create and curate content

Social Media Landscape | Overview Goals

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10

Identifying your target audience is the foundation for any business’ sales and marketing plan

• You can’t afford to target everyone• Focus on a specific market that is more

likely to buy from you• Look for common interests and behaviors• What problem are they trying to solve• Who are your competitors targeting• Define demographics and psychographics• Determine the right channels and marketing

messages that will resonate with them• Content efforts will be fundamentally

flawed if you do not pinpoint the audience you are producing content for

Penetrated

Targeted

Qualified

Available

Potential

Total Population

Social Media Landscape | Understand Your Audience

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05 Case Studies

06 Analytics

07 Questions

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Pinterest | Overview

Pinterest is a tool for collecting and organizing things you love.

• Make a wishlist• Plan a trip• Organize an event• Start a collection• Plan a project

• Since launching in 2010 Pinterest has jumped to 30 million unique monthly users (comScore)

• 81% of U.S. online consumers trust information and advice from Pinterest (BlogHer)

• Pinterest hit 10 million U.S. unique visitors faster than any independent site in history (Wishpond)

• Pinterest shoppers are spending significantly more per checkout averaging between $140-$180 per order, (Rich Relevance)

• Pinterest’s share of referrals is highest in home furnishings, accounting for up to 60 percent of all social traffic. (Rich Relevance)

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Pinterest | Overview

Understanding the categorical breakdown of browsers vs purchasers

Top 10 Categories for Browsing • Home, Garden & Pool/Spa• Clothing & Apparel • Art, Art Supplies & Hobbies• Flowers, Food, Drink & gifts• Health & Beauty• Jewelry, Handbags & Accessories• Travel & Travel Accessories• Footwear• Entertainment• Toys & Games

Top 10 Categories for Purchasing • Clothing & Apparel • Jewelry, Handbags & Accessories• Art, Art Supplies & Hobbies• Home, Garden & Pool/Spa• Health & Beauty• Footwear• Flowers, Food, Drink & Gifts• Baby Gear• Entertainment• Sporting Goods

Source: Bizrate Insights Image Sharing and Shopping Series March 2012

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Pinterest | Brands on Pinterest

A few brands who are “owning” their Pinterest planning and utilizing the site with vengeance and creativity

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Pinterest | PlanningBefore you start a Pinterest Account Consider:

• What do pinners care about?• How can you use your website analytics to help determine what

your audience is interested in?• Who is your audience?• How to you want to inspire or help them?• Is your topic visual?• Is your topic specific?

Whole Foods board “How Does Your Garden Grow”

L.L.Bean board “Outdoor Fun”

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Pinterest | Pinning

• Direct from eCommerce• Pin directly from your eCommerce site

• Inspirational and Useful• Pin inspirational images and products that have focus and relevance to your brand message• Think about the message behind the pin, is it interesting, useful or inspirational for your users

all while relating to your brand?

• Description• Include rich descriptions along with your pins utilizing common keywords • Descriptions matter within the Pinterest algorithm, users are often using the platform to find

(search) new content and products

• Pin Now Read Later• Remember much of the Pinterest content will be used later• Keep this in mind with call-to-actions and the “lifespan” a pin will have

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05 Case Studies

06 Analytics

07 Questions

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“Wait, this looks JUST like my personal account?”

Pinterest | Business Accounts

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Pinterest | Business

Resources on Pinterest.business.com:• Business-Specific Terms of Service• Case Studies• What Works• Buttons & Widgets• Analytics

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Pinterest | Personal to Business

How to Convert from Personal to Business

• Step One• Go to business.pinterest.com and

click “convert your existing account.”• Step Two

• Basic Info (select business type, contact name, email)

• Step Three • Profile Info (business name,

username, about, website)• Step Four

• Agree (terms of service)

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Pinterest | Verify Your Website

Show Pinners They Can Trust You• Step One

• Edit Profile (use the pencil in the right corner of your name box OR Settings)

• Step Two • Enter Web address & click “verify”

• Step Three • Follow instructions- HTML File or

META tag

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05 Case Studies

06 Analytics

07 Questions

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Pinterest | Case Studies

Helpful & Active • Boards contain Whole

Foods content as well as category related content

• They are active• Follow back participants• Recipes, tutorials, design,

recycling are all topics• 54 Boards• 121,384 Followers

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Inspirational & On Brand • L.L. Bean is over 100 years old• On point with brand • L.L. Bean states they are not

promoting or tracking Pinterest as a “selling channel”

• Internal metrics show that pinners do spend more per transaction

• Contests NOT Promotions • 24 Boards• 5,756,497 Followers

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Drive Traffic & Exposure• AMC Giveaways Board• Visual pins direct users to

appropriate contest landing pages

• LP’s gather user data including information and preferences

• 32 Boards• 5,052 Followers

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Unexpected Success• Mom & Daughter• 1 image on Pinterest =

10,000 visitors in 1 month• Now they average

120,000 page views per month

• 24 Boards• 1,890 Followers

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05 Case Studies

06 Analytics

07 Questions

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Pinterest AnalyticsSee what people are pinning

Pinterest | Analytics

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Check out: pinterest.com/source/yourwebsite.com

Pinterest AnalyticsSee what people are pinning


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• Repinly-- discover what your followers love• Pingraphy- schedule your pins ( $12 a mo.)

Other Analytics Tools


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#1 Pinterest Mistake


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05 Case Studies

06 Analytics

07 Questions

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Questions?

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Jenna RutschmanAccount Strategist

[email protected]

Thank You

Elise RedlinMarketing Director

[email protected]

Friday, May 10, 13

mailto:[email protected]




Pinning Principles for AMA Phoenix

Business

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