Pinterest E-Book: All Aboard the Pinterest Train - Using Pinterest for Marketing
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© WILD CARD PUBLIC RELATIONS LTD.LondonBrettenham House, 5 Savoy StreetWC2E 7AE0207 257 6470
Truro7 Edward StreetTR1 3AJ01872 243 560
Wild Card & Pinterest
Tuesday, 15 October 2013
The Pinterest Principles
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
The Pinterest Principles.• Pinterest is a “Visual Bookmarking” service.
• An “Online Pinboard” - Focussed around ‘Pinning’ anything ‘Interesting’.
• Image-Centric Website.
• Popular ‘Boards’: Food, Design, Clothes, Homeware, Photography & Travel.
• Anything ‘non-adult’ can be Pinned.
• Users can upload new items to pin, or ‘Repin’ other user’s pins.
Tuesday, 15 October 2013
Demographics
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Demographics.• 70 Million users. (World-wide)
• Females make up 80% of users. (World-wide)
• Average ages of UK users are between 25-34.
• Users spend (approx) 15 minutes per visit.
• Consensus says users have ‘above average’ income (Exact income bracket is hard to verify)
Tuesday, 15 October 2013
Pinteresting Facts
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Pinteresting Facts.• 35% of traffic comes from Mobile-Only.
(Facebook 21%)
• 80% of all Pins are ‘Repins’ - It’s all about sharing!
• 70% of users say “Cooking Inspiration” is their Number #1 Pinterest.
• 48% of ALL Social Sharing on iPad is via Pinterest.
• Pinterest employs 140+ people, compared with Facebook’s 4,600 (Approx).
Source - expandedramblings.com
Tuesday, 15 October 2013
Insights
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Insights.
Most Followed Most Repinned
Most Commented
What’s Hot.
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Insights.
• The most repinned images have multiple colours.
• Very light and very dark images are not repinned as often.
• Images that are 50 percent saturated have ten times more repins than images that are completely de-saturated.
• Brand images without faces receive 23 percent more repins than those with faces.
Photo-Psychology.
Tuesday, 15 October 2013
From Pinterest to Purchase
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
From Pinterest to Purchase.
• 12% of Pinterest users have purchased something they have Pinned - ONLINE.
• 16% of users have purchased something they Pinned - OFFLINE!
• Approximately 1 in 5 users will purchase with the aid of Pinterest.
• 43% of users say they use Pinterest to “Associate with retailers or brands”.
Source
Tuesday, 15 October 2013
Success Stories
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Success Stories - Etsy.
“Our goal is inspiration—not just sales. We showcase Etsy’s values to drive loyalty and
engagement, and we post things that resonate with our community. We maintain a careful balance of Etsy items and other content pinned to maintain authenticity
with our audience.”
Alison Feldmann, Editor in Chief
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Success Stories - Etsy.• Etsy post daily to Pinterest.
• Etsy run a ‘Guest-Pinner’ program: Inviting Etsy sellers, influential bloggers, & celebrities to Pin.
• The ‘Pin It’ button on the Etsy website has been customised, so each Pin contains the product name & price, as standard.
• Etsy understand that it’s important to show personality by pinning photos and items other than those for sale on their site.
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Success Stories - UNIQLO.
“Winner of the Mashable Award for Best Use of Pinterest.”
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Success Stories - Watergate Bay.
“Wild Card’s client - Watergate Bay - receive more referrals from Pinterest, than
any other Social Channel.”
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Success Stories - Watergate Bay.
• Images that are perfect for Pinterest.
• High quality photography.
• A strong Social Media push on the Watergate Bay Website.
• Referrals in double (possibly triple) figures. (Using Georgie as a reference point)
Tuesday, 15 October 2013
Pitching Pinterest
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Pitching Pinterest - Campbell’s• Creating a Campbell’s Image Board.
• Recipe Board around their famous soup flavours.
• Pin full range of ‘retro marketing images’.
• Inform customers of new flavours and promotions via imaging collateral.
• Add personality, and advertise to the ‘Covent Garden Soup Crowd’.
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Pitching Pinterest - Gü Puds• Gü product images resonate well with the
Pinterest demographic (Affluent, Female).
• Increase followers; by Pinning regularly.
• Engage; by asking users to submit ‘Flavour Based Pins’ for a special edition Gü Pud.
• Advertise Pinterest participation via Email Marketing - “Pin with us on Pinterest”.
• Competitions: Submit your best ‘Chocolate Themed Pins’ on a collaborative board, for a chance to win a range of Gü Puds.
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Pitching Pinterest - Things to remember.• Demographic: Brands that aim for an affluent
market, that are skewed towards females will flourish on Pinterest.
• All in the image: Having striking imagery, or being able to promote via images is essential. B2B clients would have to work hard!
• Themes: Certain themes work well on Pinterest; Food, Homeware & Travel would be the main areas to target.
• Creativity: Pinterest is full of ‘Internet Creatives’. Originality and personality are at the heart of the website.
• Understand Pinterest’s users: LinkedIn has the business side covered. Pinterest is all about consumers.
• Turn Pins into pounds: Directly advertising products for sale on Pinterest is a great way to increase traffic and generate sales.
• Make the customer work for you: 80% of all Pins are Repins. Ensure your client’s brand has a presence, and it will organically spread.
• Retail, not just E-tail: 20% of Pinterest Users have made an In-Store purchase after Pinning something to their board (Ref - Social Media Explorer)
Tuesday, 15 October 2013
Wildcard Pinterest Services
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Wild Card Pinterest Services.• Daily Pinterest Pinning.
• Conception, implementation, and reporting on Pinterest Campaigns.
• Competition handling.
• Analytics services.
• Consultation on Pinterest growth programs.
• Uniform integration with sister Social Media campaigns.
• Content creation consultation/project management
Tuesday, 15 October 2013
Homework
Tuesday, 15 October 2013
© WILD CARD PUBLIC RELATIONS LTD.
Homework
“Be informed, and impress your clients! I will send you all a selection of links with
useful info about Pinterest and a reminder of the services Wild Card can offer.”
Tuesday, 15 October 2013
Tuesday, 15 October 2013
Thank you
Tuesday, 15 October 2013