Pinning Interest & ROI

Jenn Barber, Sitelab Callan Green, Sony

Moderator: Jenn Juckett, BusinessOnline

Our goal is to connect everyone in the world through the things that they find interesting.

Are Brands on Pinterest?

Blog and Website Brands

Celebrities

Ecommerce Brands

Education Brands

Fashion Brands

Food, Beverage, and Foodservice Brands

Government Brands

Healthcare and Hospital Brands

Media Brands

NGO

Retail Brands

Sports, Tech, and Travel Brands YES!

BEST OPTIMIZED EXAMPLE

So What?

Why so pinteresting

Isn’t it all girls?

Nope

28% are well off

50%havekids

11,716,000visitors in January 2012

Sony ElectronicsCallan GreenSr. Social Media Specialist

pinterest.com/callangpinterest.com/sonyelectronics/

Getting StartedPre launch

• Personal use of platform

• Research existing brand pins and community

• Planning of potential boards and user acquisition

• Analysis of assets

Soft launch• Test pins, frequency, engagement to develop strategy

• Grow audience by interacting with brand fans

• Monitor, measure, report out

• Involve and excite employees

• Gain traction with timely boards

The Process

Launch and Gaining Traction

Launch• Utilize other channels to promote

• Blog, Facebook, Twitter

• Increase Pin frequency and board creation to keep

momentum

• Outreach to media and bloggers

• Analyze success

Launch

Maintaining Momentum

• Ongoing promotion via E-blasts, PR and social

• Creation of content designed specifically for

Pinterest audience

• Introduction of new programs (ie Pin Deals)

How to achieve your goals

Questions to ask before determining your strategy• Why are you devoting internal resources to Pinterest?

• How does it tie into your overall business goals?

• How will you measure success?

• How do you want to be viewed on the platform

• How will you compete for eyeballs?

Sony’s Strategy• Build community and engage with fans

• Pins and boards focused on driving sales, brand affinity or

community acquisition

• Pin relevant content

Strategy

Drive Sales

Acquisition

Branding

Results from the first 6 months

On Pinterest:• Over 2,900 brand followers• 2,900+ re-pins from Sony content

• 1,400+ Likes on Sony Pins

• More than 2,700 Pins from the Sony website

• Most popular board: Commerce driven “Brand new Products”

• Most popular pin: Commerce driven “Pin Deals”

Pinterest to Web• 800 percent increase in traffic from Pinterest to Sony Store

website• 2.5 times the traffic driven by Twitter to website

• Pin-it button has received more than 10 times the clicks than

“Tweet This” button

• More than 4 million brand impressions (via Curalate dashboard)

Results

Jenn BarberSocial Media Strategist

pinterest/jbarber5000 pinterest.com/sitelab

Case Study #1 - Chiquita

Huge Traffic Driver, organically

Nov 2011 - Drove over 121K visitors

Jan 2012 – Added PinIt button

March 2012 - Almost half of total site visits from Pinterest

Engaged Visitors – Print, Share, Newsletter Signups

Multiplier Effect – social media activity

Generated Additional SEO Authority for ChiquitaBananas.com

Banana Oatmeal Smoothie recipe #1

Case Study #2 – Hass Avocados

Use to find trends and connect

Low Barrier to entry , high ROI

Becomes easier once integrated

Collaborative Boards – “How to get 1,000

followers in 30 days or less”

Use Pinterest to engage elsewhere and find

influencers

Connect with Influencers

TWITTER & PINTEREST

1. Links are still “dofollow”

2. Include search keywords:

1. Board names – show in URL

2. Descriptions

3. Image File Names

3. Be Specific – “Florida Beach Vacation”

vs. “Places I Love”

4. Engagement = Followers = Power

5. YouTube videos only

6. Limit length of image to 5K pixels

Pinterest Profile Optimization

How we measure Success

1. Traffic Driven to Website

2. PinReach Score

3. Number of Followers

4. Repins and Likes

5. Most Popular Boards

6. Individual Pins – Yours?!

7. Influential Followers

Wrap up

Get Results Don’t reinvent the wheel

Focus your boards on the core keywords you use in your SEO – this will also give you solid starting place for image groups

Add Pin It and Follow buttons Use your pins (visual content) everywhere – images on Facebook,

pinterest, blogs

Research what your ideal client is pinning feed their inspirations, solve their problems

Pay attention to image optimization

Track your results with tools like Curalate and Pinreach

Helpful ToolsMeasurement

Curalate - http://www.curalate.com/

Pinreach – pinterest reach and analyticshttp://www.pinreach.com/

Productivity

If This Then That - http://ifttt.com

Q & AJenn BarberSocial Media StrategistSiteLab InteractiveTwitter: @jbarber5000http://pinterest/jbarber5000 http://pinterest.com/sitelab

Callan GreenSenior Social Media SpecialistSony ElectronicsTwitter: @CallanPaolahttp://pinterest.com/callang/ http://pinterest.com/sonyelectronics/

Jenn JuckettMarketing DirectorBusinessOnlineTwitter: @jennjucketthttp://pinterest.com/jennjuckett/

More helpful stuffAddendum slides

Tips – Setup 1. Email for notifications

2. Add “Pin It” and Follow buttons

3. Connect elsewhere

4. Profile Name + Profile Picture

5. Profile “About” – NOT Corporate

6. Collaborative Boards

7. 15-18 Boards / 12-15 Pins each

8. Boards – Characters Max + Cover

9. Beautiful Pictures #1 – Upload

Prepare your blog for pinningPrepare Your Blog for Pinning. Install these tools:

Pin It Button for Websites – on your website or blog. Embed the button wherever you have “pinnable” content – including your blog, content pages, and products for sale.

Follow Me Button for Websites - on your home page, email footer and newsletters/email marketing.

Pin It Bookmarklet on your browser to make it easy to pin from the web!

Tips – Engagement 1. Engagement = Followers

2. Don’t follow user, follow boards

3. If following user, check out profile

4. Go to original source before re-pin

5. “Pin It!” button on website?

6. Don’t forget video

7. Setup anytime, engage strategically

8. Integrate with content calendar

ANATOMY OF A PINTEREST PIN

WHY SHOULD BRANDS CARE?

Sources Brands on Pinterest

http://socialfresh.com/brands-on-pinterest/

Pinterest infographic http://www.infographicsinspiration.com/pinterest-demographics-statistics-infographic/ (March 2012)

Referral Traffic source (Jan 2012) http://blog.shareaholic.com/2012/01/pinterest-referral-traffic/

Optimize pinterest images for SEO http://mashable.com/2012/03/26/optimize-images-pinterest/

Three cool tools for pinterest http://www.firebellymarketing.com/2012/05/3cool-pinterest-tools-for-brands-marketers.html

http://www.marketingmag.ca/news/media-news/what-you-need-to-know-about-pinterest-49176