Pinterest E-Book: All Aboard the Pinterest Train - Using Pinterest for Marketing

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Whether youre already Pinning like crazy and suffering from Pinsomnia or just exploring how Pinterest might relevant for your business, somewhere in this 40-page e-book, youll find ideas, answers and a bit of Pinspiration on how Pinterest is helping businesses just like yours take social media to the next level on the fastest-growing new social media platform.In this complete e-book on using Pinterest for social media marketing, youll learn:What makes Pinterest so addicting?How does Pinterest work for marketers?How to use Pinterest in your marketing.Pinterest tips & tricksHow to use Pinterest in promotions and contests.Using Pinterest to drive e-commerce salesUnique uses for Pinterest in marketing


1. iBooks Author 2. C HAPTER 1Introductionto PinterestSocial media marketing has been stuck ina rut. If you are an active participant youcan probably relate. The attempts at inno-vative new networks (ahem...Google+)are uninspiring and the tried and true net-works are losing their luster. Even themost active businesses on Facebook andTwitter are struggling to increase theirfans and following. Its time for some-thing new. iBooks Author 3. S ECTION 1Perk Up With Pinterest U SAGE S TATS 1. Pinterest currently reports 10.4 million users 2. 97% of Pinterest users are female 3. Unique visitors to the site increased by 429%in Q4 of 2011 4. Pinterest accounts for 3.6% of referral traffic 5. The average Pinterest user spends 1 hour 17minutes on the site each month 1. Twitter: 36 minutes/month 2. LinkedIn: 17 minutes/monthThe Pinterest craze is sweeping the Internet at an alarming 3. Google+: 6 minutes/monthrate. Not only are new subscribers piling up by the millions,users are spending an astronomical amount of time on thesite. A recent stat showed that Pinterest generates moremonthly usage than Twitter, LinkedIn, and Google + com-bined!2 iBooks Author 4. A DDICTIONBelieve it or not, Facebook Addiction Disorder (FAD) is a realaffliction that many people suffer from, according to US psy-If youve seen a social pin board, then you probably know why chologists. Facebook is one of the few social networks that gen-Pinterests stats are so high. Pinterest is incredibly addicting. erates more usage than Pinterest, weighing in at a whopping 6The beautiful display of images on your screen is captivating hours 33 minutes a month for the average user. However, theand full of endless ideas. As long as you keep scrolling, the addictive nature of Pinterest, combined with the growingideas keep coming. Ideas for anything: recipes, books, decorat- popularity and increase in content, could result in an uptick ining, DIY projects, clothing, inspirational quotes, and so on. usage and a diagnosable disease of its own.You can see how one could easily get sucked in to the Pinter-est Portal.3 iBooks Author 5. T HE P INTEREST M OVEMENT And then theres Juxtapost, which is extremely similar to Pin-terest but with a few small differences. Like Pinterest, Juxta-They say imitation is the sincerest form of flattery. If thats the post lets you view all your favorite things, side-by-side withcase, Pinterest must be blushing pretty hard right now. Not the pin board layout. One key difference with Juxtapost is thatonly are many websites stealing the Pinterest signature pinyou have the option to make your boards private. Pinterestboard look, but there have already been several competitor does not currently offer this option. Overall, the premise is thenetworks cropping up. Gentlemint, for example, is essentially same; collect things you see on the web and share them withPinterest for guys. Claiming to be a mint of manly things,your friends.Gentlemint is identical to Pinterest in terms of functionality,but with a predominately male target audience.I NTERACTIVE 1.1 GentlemintI NTERACTIVE 1.2 Juxtapost PinboardPin board LayoutCommentsMale-specific content4 iBooks Author 6. The clean layout and simple concept of Pinterest is whatmakes the site so appealing, to both competitors and users.You may recall a similar movement a few years back when so-cial networks like Facebook, MySpace, and Friendster battledit out for a position on top of the social network podium. Onlytime will tell which network will win this pin board battle butright now Pinterest is way ahead of the game. 5iBooks Author 7. S ECTION 2Pinterest DefinedP INTEREST D EFINEDFor those of you who havent yet had a chance to explore Pin-terest and are sitting there with eyes glazed over, lets rewindand start from the beginning. In the words of the maker, Pin-terest is a virtual pin board that lets you organize and sharethe beautiful things you find on the web.Imagine you are browsing the web for a new recipe to try fordinner tonight. In the process, you come across all kinds of in-triguing recipes. Of course you can only choose one to maketonight, so you pin all of the recipes to your recipes pinboard on Pinterest, and revisit them when youre ready. Thissame strategy can be applied for anything on the web. Find acool DIY project, pin it to your boards! Looking to buy a newcoat? Pin your favorite options and compare them all side byside from your Pinterest board. 6 iBooks Author 8. S ECTION 3H OW IT W ORKSHow it WorksPinterest is like a virtual magazine full of all kinds of imagesand videos. When a Pinterest user sees something they likeand want to save, they pin it to one of their own pin boards. A pin board is like a virtual bulletin board or folder. Each im-age or video links back to the original website from which itwas taken so users can get back to the source if necessary. Youcant really obtain a lot of information from a thumbnail im- H OW IT W ORKS age. So when you see a pin of a recipe that you want to knowmore about, simply click twice on the pin to go directly to the 1. Set up your pin boardswebsite where the recipe lives. 2. Pins link back to the original site from whichThe social aspect of Pinterest comes into play when you startthe image was takenfollowing people and sharing your pins with your friends. 3. Users Pin content from the internet to theirThere are two ways to pin items to your board:boards1. Repin something that someone else has already pinned 4. Users Repin their friends pins to their boards2. Install the Pin It button on your web browser and Pin 5. Users can like and comment on Pins images you find on the InternetWhen youre first starting out on Pinterest, set up a handful ofboard categories to focus on. As you progress and find morecontent to Pin, you can break your boards up into more spe-cific, narrowly-defined categories.Much like Facebook, users can like and comment on anyPin. Social media is all about interacting with your customers,so its important to respond to comments on your Pins.7 iBooks Author 9. R EPINAfter you click the Repin button, you will be able to specifywhich board you want to pin the item to and write your ownPinterest has a feed that shows you pins from the people youdescription of the pin.follow. You can also view other peoples boards, just as youmight view someones Facebook profile or page. When youfind a pin on your friends board that you like, click Repin topin the image to your own board.I NTERACTIVE 1.3 Repin ExampleSee Something YouLike?8 iBooks Author 10. P IN I TIf there are multiple pin-able items on the page, you will beasked to select which item you meant to pin.When you create your Pinterest account, one of the firstthings you should do is add the Pin It button to the book-marks bar in your web browser. Pinterest does a great job ex-plaining how to do this on their website. Once you have thebutton installed, you can pin anything you find on the webthat has an image associated with it.When you find something, say a recipe, you want to pin, clickon the Pin It button that you installed in your web browser.Make your selection, provide a brief description of what it isyou are pinning, and choose which board you want to pin theI NTERACTIVE 1.4 Pin It Example item to.Pin It Button 9 iBooks Author 11. C HAPTER 2How to UsePinterest forMarketingSo Pinterest is obviously a hit with con-sumers and it seems to provide signifi-cant value to its users, but what does thishave to do with marketing your business?Like most of the social networks outthere, Pinterest was not created with mar-keting in mind. But where theres a cap-tive audience, you can bet theres an ea-ger marketer just around the corner find-ing a way to take center stage. iBooks Author 12. T HE B ENEFITS OF P INTERESTHave you had your light bulb moment? Are the gears turningfast and furious? For many businesses the value of such a so-cial network is obvious and the possibilities are endless. Forother businesses, it may not be inherently clear how to best si-phon the value out of Pinterest, but rest assured youll havesome solid ideas by the end of this book.There are tons of benefits to incorporating Pinterest into yourmarketing strategy, but heres a list of a few of the big ones: Link-building to your website Viral marketing Market research Create a brand image Share company culture Connect with your customers 11 iBooks Author 13. S ECTION 1G ET S TARTEDGet Started Request an InviteGetting started on Pinterest is relatively simple. Since the net-work is still in beta, you must first request an invitation fromPinterest. You should receive an email with an invitation a fewdays after you place your request. Or if you know someone onPinterest, ask them to send you an invite. G ET S TARTEDSet up Your Profile 1. Request an Invite There isnt currently a separate business profile for Pinterestusers. All profiles feature a profile picture, about section, link 2. Set up Your Profile to your website, and of course, your boards. Fill in your profileas completely as you can, using a clear image of your logo and 3. Add the Buttonsa clever spiel about your business. 4. Create Your BoardsAdd the Buttons 5. PromoteThere are two Pinterest buttons to incorporate into your web-site or blog. Incorporating the buttons into your website is sim-ply a matter of copying and pasting a couple of lines of codeinto your websites content management system. Once again,the HTML code for these buttons is provided by Pinterest.The Follow Me on Pinterest button should be added next toyour Facebook Like Us button and your Twitter Follow Usbutton in your website.12 iBooks Author 14. The Pin It button should be added next to anything that isTechnical tip: Be sure to use high resolution pictures whenpin-able on your website. That means blog posts, portfoliopinning your own content. Thumbnail pictures are limited topieces, and especially items for sale.192 pixels. Choose high quality pictures so that users canclearly make out your pins.PromotePinterest is inherently viral in nature, meaning if you pinsomething that people really like, it wont take long for thatpin to gain a lot of exposure. That being said, having a lot offollowers ensures that your pins spread like wild fire. Gainingfollowers on Pinterest is much like gaining fans on Facebookand followers on Twitter. It takes time and requires your ac-Create Your Boardstive participation.Now its time for the fun part! Before you go and spread theTo start off, you can try to gain followers by promoting yourword about your new Pinterest profile, make sure your boardsPinterest profile on other social networks. Leverage your estab-are populated with lots of pins. Pick a few categories to focuslished fan base to spread the word. Encourage Facebook fanson and as you have more time you can always expand. Makeand Twitter followers to check out your boards. You can sharesure to have a nice balance of promotional and non-new Pins with Facebook fans by checking the Facebook boxpromotional boards. You dont want all of your boards to con-before you Pin something.tain pins of your companys products or portfolio pieces. Cre-ate a few boards dedicated to business-specific content andthen get creative with the rest.For example, if your business is a restaurant, create one boardwith recipes that you think your patrons might like to try mak-ing themselves. Dedicate another board to useful kitchentools. You see how easy it is to branch out and get creativewith Pinterest?13 iBooks Author 15. C HAPTER 3PinterestTips & TricksReady to become a Pinterest PowerUser?! If youve been zoning out up untilnow because you already know how touse Pinterest, grab yourself a cup of cof-fee and get comfortable because youregoing to want to pay attention. Starting,now. These tips and tricks separate theleisure Pinners from the pros and the con-sumer Pinners from the cut-throat mar-keters. iBooks Author 16. S ECTION 1P INTEREST C ONTESTSHold a ContestContests are always great for getting your followers involvedand for attracting new followers on the social networks. Aswith any contest held on a social network, its important toconsult the contest rules and terms of use. Write out the de-tails of the contest on your website, blog or Facebook page,not on your Pinterest profile. Pinterest doesnt give you verymuch room for verbiage, plus this is a good way to spread theword about the contest. H OLD A C ONTESTTechnical Tip: You can allow any follower to pin to yourboards. For more interactive contests, set up a board desig-1. Pin it to Win itnated to the contest, and grant your followers the ability to2. Caption Contestpin to that board.3. Repin Contest1. Select the board you want to allow users to contribute to4. Photo Contest2. At the top of the board click the Edit Board button3. You will be asked, Who can Pin? Select Me + Contribu- tors15 iBooks Author 17. P IN IT TO W IN IT C APTION C ONTESTThere are a couple of different ways to hold contests on Pinter- People love to give their two cents. Pin a funny picture and askest. One of our favorites is the Pin it to Win it contest put on people to add a caption to the picture. Try to incorporate yourby childrens furniture and decor retailer, Rosenberry Rooms.product or services.You decide what the funniest caption is and reward the winner with a prize.Contestants have to create a pinboard containing their dreamkids room or nursery using Rosenberry Rooms products. TheR E -P IN C ONTESTwinners receive products from their boards. This contest isbrilliant because it not only gets followers to interact with Ro-The ease of entry into the re-pin contest is particularly appeal-senberry Rooms on Pinterest, but it also gives people a reason ing to users and its a good way to spread content fast. Desig-to spend lots of time looking at their products and sharingnate a board that followers can contribute to. Ask followers totheir products with friends. pin their favorite product offered by your company to the board. Whoever has the pin with the most re-pins wins the contest. P HOTO C ONTEST The photo contest is an oldie but a goodie in the realm of so- cial media contests. Ask followers to pin a picture based around a theme to one of your boards. For example, a Photog- rapher could hold a Cute Baby Contest and have people pin a picture of their baby to the board. Ask people to vote on their favorite baby picture by liking the pin.16 iBooks Author 18. S ECTION 2Although there is not an e-commerce component built in toPinterest, there are some tricks to help facilitate the transitionDrive E-Commerce Salesfrom the network to your website. If used correctly, Pinterestcan basically act as your virtual store front. Pinterest allowsyou to display items by category, shed light on new productlines, and even price items.P RICE Y OUR P RODUCTSMake it known that your pins represent products that are forC USTOMIZATION I DEAS sale by including the price of the item in the description of thepin. Anytime there is a dollar sign in the pin description, the1. Price Your Productspin is flagged with a price tag and automatically gets catego-2. New Product Promotionrized in the Gifts section of Pinterest.3. Categorize Your Boards Tech Tip: When pinning a product that you want to include aprice tag, highlight the description of the item along with the4. Pinterest Exclusive Promotionsprice before clicking the Pin It button. The highlighted textwill automatically appear in the pins description.17 iBooks Author 19. S HOWCASE N EW P RODUCTS I NTERACTIVE 3.1 Pricing Your ProductsPinterest provides you with alovely electronic display casefrom which you can showcase Descriptionnew products in an aestheti-cally pleasing way. Create aseparate board specificallyfor your newest product line.And dont forget to includeprice tags!C ATEGORIZE Y OUR Price TagB OARDSAs you become more in-volved with Pinterest, breakdown your boards into morespecific categories. For exam-P INTEREST E XCLUSIVE P ROMOTIONple, a retailer could start outwith a board dedicated toReward your followers on Pinterest by offering them exclusive Womens Apparel, andpromotions. Offer Pinterest followers a discount on one ofeventually break that boardyour most popular products. Or, you could offer a new prod- into smaller more specificuct exclusively to your Pinterest followers.categories. Other categoriescould include womens acces-Tech Tip: Install the Follow Me on Pinterest button on yoursories, womens tops,blog or website. Encourage your website visitors to click thewomens bottoms,button to follow your boards and become eligible to receivedresses and so on.the exclusive Pinterest promotion.18 iBooks Author 20. S ECTION 3 Okay so obviously Pinterest is a hit with retailers, but what about those businesses without a tangible product to show-Unique Uses for Pinterestcase? Theres still a place for those businesses on Pinterest, it just takes a little bit more creativity. Think outside the box and beyond the four walls of your office. Consider your cus- tomer base and the things they like. Think about the people that make up your business and the type of culture your busi- ness embodies. Brand name recognition may be the thing that draws followers to your Pinterest profile, but these creative,U NIQUE U SES FOR P INTEREST non-business related boards will be your ticket to entertaining and retaining followers.1. Electronic Portfolio E LECTRONIC P ORTFOLIO2. Show Company Culture For designers, artists, and stylists, Pinterest is a dream come3. Market Research true. Its a great way to showcase your work and promote your4. Drive Traffic to Your Website business. For example, ThreeOwl Photography has created a board for each type of photography package they provide, in- cluding senior portraits, landscape photography, and kids pic- tures. It gives people a feel for their style of photography and19 iBooks Author 21. makes it easy for people to share their work with their follow-Chances are, the people who are frequently pinning and Repin-ers. ning your items are going to be your best customers. Follow these loyal Pinterest followers, study their boards, and con-S HOW C OMPANY C ULTUREduct your own Pinterest market research to find out what yourBusinesses that dont have a customers like. Take that information and try to apply it totangible product or serviceyour own pin definitely want to payRepinning your followers pins is an easy way to interact withattention to this one. You your followers and makes them more excited about interact-can use Pinterest to give fol- ing with your brand.lowers an inside look intoyour company and give your D RIVE T RAFFIC TO Y OUR W EBSITEbusiness a persona. Your activity on Pinterest helps drive traffic to your website.If your company exudes a Pins that link back to your website are passed around amongcertain lifestyle or culture,circles of friends and beyond. Anytime someone wants acreate boards that reflect behind-the-scenes look at a pin, they must visit the websitethat. For example, Anytime the pin was originally taken from.Fitness has boards set up for The more subtle way that Pinterest drives traffic to your web-healthy recipes to promote a site is with SEO. The number of external links to your websitehealthy lifestyle. has an impact on your search engine ranking. Each pin thatM ARKET R ESEARCHlinks back to your website counts as a link and improves your score.Much like with Twitter, Pin-terest allows you to followTech tip: Always make sure that your pins include the URLpeople back. Its a good ideaof the web page your pin is coming from. As long as you pinto follow a handful of youritems using the Pin It button from the original website, thefollowers and pay attentionsource link will be included in your pin. When users clickto their pins to get a feel fortwice on your pin, they will be taken directly to the web pagetheir tastes and preferences.the pin was taken from. 20 iBooks Author 22. S ECTION 4 The beauty of social media marketing is that it allows you to actually interact with your fans. It allows you to get your mes-Interact sage across without irritating the consumer. Consumers actu- ally want to see what youre up to on Facebook and its fun for them to contribute to your boards on Pinterest. As a marketer, you should embrace this unique opportunity to interact with your customer base and encourage participation any way pos- sible. F OLLOWER B OARDS H OW TO F OSTER I NTERACTION Creating specific boards that followers can contribute to is a 1. Follower Boards great way to encourage followers to interact with you on Pin- 2. Respond to Commentsterest. You can grant any follower the ability to pin to your boards. For example, Drake University has a board called, 3. Integrate Pinterest into Other Social Networks Pin Your Pride, which al- 4. Incorporate a QR Codelows alumni to pin pictures of themselves wearing their school apparel. Any business could follow this concept and encourage fol- lowers to pin pictures of themselves using their fa- vorite product of yours to the board. 21 iBooks Author 23. There are tons of clever ways to recruit Pinterest followers by leveraging your followers on other social networks: Share your boards with your Facebook fans Let Twitter followers and Facebook fans know that you now have a profile on Pinterest Use Facebook Ads to promote your Pinterest contestR ESPOND TO C OMMENTSI NCORPORATE THE QR C ODEAnother easy way to interact with followers on Pinterest is to Have you incorporated the QR code into your marketing strat-respond to the comments people leave on your pins. Just as egy yet? Take it a step furtheryou would respond to comments on your Facebook wall or and think of creative ways toTwitter, its important to respond so that followers know you incorporate QR codes intocare. your Pins. When Pinterest fol-I NTEGRATE I NTO O THER S OCIAL N ETWORKSlowers scan your codes you can direct them to a landingWe mentioned the importance of promoting your presence onpage where they can retrieve aPinterest on your other social networks in Chapter 2. Thecoupon, make a reservation,more followers you have on Pinterest, the quicker your pinsor enter a contest.will spread and the more traffic will be drawn to your website. 22iBooks Author 24. C HAPTER 4BusinessesLeading theWayIt hasnt taken long for businesses to findinteresting and innovative ways to makeuse of Pinterest for marketing. Busi-nesses of all shapes and sizes: B2B, B2C,service-based, name an indus-try, you can bet theres an example onPinterest. Sometimes all it takes to sparkan idea is an inspiring example. So to getthe gears turning, here are a few exam-ples of companies getting creative withPinterest. iBooks Author 25. R ETAILBurberryThe British designer clothing brand, Burberry has found tonsof great uses for Pinterest. They have boards for different prod-uct lines, celebrities wearing Burberry, Burberry magazine cov-ers, and even Burberry weather.Rosenberry RoomsRosenberry Rooms is a retailer of childrens room furnitureand decor, and happens to be a Pinterest rock star. They havealready made an appearance in the book (see chapter 3) fortheir great contest idea, but beyond that, Rosenberry Roomshas come up with an infinite list of ideas of things to pin. Theyhave boards dedicated to different room themes, DIY projects,organization, baby shower ideas, and a board targeted specifi-cally at fashionable moms. New product offerings Gift IdeasStyle tips Celebrities endorsements Collections or product lines Lifestyle24 iBooks Author 26. A UTOMOTIVEVolkswagenThere is so much room for creativity for the auto industry onPinterest. Volkswagen is just getting started on Pinterest andhas populated a few boards on their profile. Volkswagen hascreated boards to show off their vehicle models, participationin auto shows, and fan photos, featuring pictures of theirhappy customers with their VW.Many people choose a vehicle based on lifestyle preferencesand what stage they are at in life. Going forward, VW couldbreak up their boards into categories based on the targetdriver for each car. For example, they could create a boardwith vehicle options for moms and a board filled with vehiclesfor new drivers. They could also branch out to include boardsshowing the type of lifestyle VW owners lead. Display vehicles Lifestyle Consumer boards Going places Clever commercials25 iBooks Author 27. R ESTAURANTSPanera BreadThe chain restaurant, Panera Bread has established itself onPinterest with a wide array of boards dedicated to differentG ALLERY 4.1 Panera on Pinterestmenu items, recipes, kitchen tips, seasonal offerings, and theirinvolvement in the community. Paneras image portrays abusiness focused on health and well-being, so they have aboard dedicated to inspirational quotes called Make TodayBetter and one called Everyday Oasis, with pins of peacefuland calming spots to enjoy coffee and relax. Seasonal foods Recipes Menu items Products for the kitchen Kitchen tipsPaneras Savor Good Food board showcases recipes that Community involvement feature Paneras bakery items26 iBooks Author 28. H OSPITALITYHotel Universo LuccaThe Tuscan hotel, Hotel Universo Lucca has found plenty ofcreative ways to market their brand on Pinterest. Aside fromthe obvious pictures of the hotel rooms, Hotel Universo hasdedicated boards to tourist attractions, events in the commu- I NTERACTIVE 4.1 Hotel Universo Lucca on Pinterestnity and events in the hotel, Tuscan cuisine, and a user gener-ated board of pictures pinned by their followers. Hotel rooms Views from the hotel Activities in the Com- Things to do in the areamunity Favorite local restaurants Celebrity guests Company CultureRooms27iBooks Author 29. E DUCATIONThe Teaching BankThe Teaching Bank, an open market place for teachers hasused Pinterest to share lesson plans. Their boards are brokendown by subject matter and grade level for teachers to easilyfind appropriate curriculum. The Teaching Bank also featuresa board with other teacher resources and one with blogs foreducators.Drake UniversityIn addition to the clever alumni board we mentioned in chap-ter 3, Drake has found a number of different ways to marketthe University with Pinterest. From study inspiration to dormroom decor, to study abroad opportunities, Drakes pin boardscover everything. Lesson plans Study tips Educator resources Dorm room ideas Campus events School pride 28 iBooks Author 30. H EALTH AND W ELLNESSAnytime FitnessAnytime Fitness is a gym franchise that uses Pinterest formore than just workout ideas. They have boards dedicated tohealth food, health blogs, inspirational quotes, and success sto- G ALLERY 4.2 Anytime Fitness on Pinterestries. With a gym, not only can you promote the activity of exer-cising, but also the whole fit lifestyle that goes along with it. Workout routines Yoga poses Healthy recipes Inspirational quotes Before and after shots Workout apparelThe Anytime Health Recipes board features healthy reci-pes for customers to try at home.29iBooks Author 31. P OLITICSAnn RomneyRunning for office is all about projecting an image of yourselfand letting people know what you stand for. Pinterest is agreat way to build your brands persona, and in the case ofpoliticians, were talking about your personal brand. Presiden-tial candidate Mitt Romneys wife, Ann Romney has recentlyset up a Pinterest profile to help with the campaign. Mrs. Rom-ney features boards for patriotic ideas, campaign updates, andfamily life.Think ProgressThink Progress is a political analysis website that sheds lighton political news. Think Progress isnt afraid to call out candi-dates for controversial behavior, and uses Pinterest to do justthat. For example, they have several boards dedicated to theexcessive spending of Presidential candidate, Mitt Romney.They also feature a board with the candidates high school pic-tures, and one board with political infographics. Political agendas Campaign schedule Patriotic ideas Family life Candidate comparisons30 iBooks Author 32. H OME I MPROVEMENTSherwin WilliamsPinterest is perfect for sharing DIY projects and ideas for thehome. Sherwin Williams has capitalized on that niche withboards dedicated displaying different color schemes for differ-ent rooms. There are several boards dedicated to kids paintcolors alone!McKay FlooringFlooring company, McKay Flooring uses Pinterest to displaytheir flooring products and to relate to followers on otherhome-related topics. For example, they have a board featuringdifferent types of wood, one board for DIY projects, and an-other board with ideas for the home. DIY Project ideas Room ideas Decorating tips Color schemes31 iBooks Author 33. P ROFESSIONAL S ERVICESTaylor & Taylor Law FirmIt takes some pretty progressive lawyers to incorporate Pinter-est into their marketing strategy already. The uses for Pinter-est in the professional services industry may not be inherently G ALLERY 4.3 Taylor & Taylor Law Firm on Pinterestobvious, but Taylor & Taylor Law Firm has come up withsome pretty clever ideas for their boards. First of all, they giveyou an inside look at the culture at their law firm, with staffpictures, recommended books, and insightful quotes. Theyalso throw in a few fun boards that have nothing to do withlaw, just to keep people entertained. Staff pictures Office ideas Recommended books How-to videos Company cultureThe board entitled, Quoted features the firms favoritequotes.32iBooks Author 34. T HOUGHT L EADERSHIPWith Sympathy Gifts & KeepsakesWith Sympathy Gifts & Keepsakes is an online retailer of giftsand keepsakes to help people console a grieving friend or fam-ily member. But the business goes beyond the retail portion toinclude advice advice on getting through the difficult time fol-lowing the loss of a loved one.With Sympathy Gifts & Keepsakes uses thought leadership tomarket the business, and Pinterest is a great thought leader-ship platform. With Sympathy Gifts and Keepsakes Pinterestprofile includes boards with inspirational quotes, ideas forstarting family traditions and making memories. References Infographics Quotes Ideas for activities Events 33 iBooks Author 35. B2BKI FurnitureKI Furniture is debunking the myth that B2B businesses cantreach their target market on social networks. KI is a furniture G ALLERY 4.4 KI Furniture on Pinterestmanufacturer that distributes to education, corporate, health-care, and government markets, and they have a flourishingpresence on Pinterest. KI has created boards to feature theirproduct lines, interior design inspiration, and ideas for the of-fice. Their boards speak to their audience, even if that audi-ence is made up of other corporations. Product lines Uses for products Industry references Inspiration The Business Environments board features KIs office fur- niture line. 34 iBooks Author 36. F OODChobaniWho knew that Greek yogurt could inspire so much creativityon Pinterest? Chobani dove right into the Pinterest scene witha prolific spread of inspiring pin boards. Chobaniac Crea-tions showcases recipes that incorporate Chobani yogurt,while A Dollopll Do Ya showcases ideas for substituting Cho-bani for sour cream. There are also boards dedicated to nutri-tion and fitness, which speaks to their health-conscious cus-tomer base.Gary VaynerchuckGary Vaynerchuck, the founder of Wine Library TV hasstarted using Pinterest to market wine. Garys Wine board fea-tures wine from his wine e-commerce site, Wine Library. Eachpin includes a price tag and links back to the website so peo-ple can easily place an order in a couple clicks. Many of hispins are Pin and Win contests where followers can re-pin fora chance to win that particular wine. All of Garys pins gener-ate a long chain of comments, which is a sign of a healthy, ac-tive Pinterest presence. Recipes incorporating your product Product displays with pricing Give-away contests Kitchen products35 iBooks Author 37. C HAPTER 5The PinterestConflictAlthough Pinterest is still in its infancy,the social network has not been withoutcontroversy and conflict. Every day youcan find a slew of new blogs addressingthe social network, with at least one arti-cle pointing out flaws and potential mal-feasance. Although we personally dontsee these conflicts materializing into Pin-terest show-stoppers, it is important toknow about them and stay informed. iBooks Author 38. T ERMS OF U SE bit of rhetoric surrounding Pinterests transparency on the topic. Either way, the network has to make money somehowThe conflict with Pinterests terms of use is derived from copy- and it appears that Pinterest has chosen the least intrusiveright issues. In the terms of use, Pinterest states that you are route possible.only supposed to pin images that you own the rights to. Fur-thermore, by pinning an image, you ultimately give Pinterestthe rights to do with that content what they wish. Now, forbusinesses pinning images of their own products, this copy-right issue is not a factor as long as youre okay with other peo-ple pinning your property.Pinterest has since attempted to address these copyright is-sues by providing a line of code that can be embedded intowebsites in the event that the web site owner does not wanttheir content pinned.Disclaimer: That being said, The MarketingSavant Groupdoes not claim to be an expert in the field of copyright law.We encourage you to familiarize yourself with the terms ofuse and consult your attorney with questions or concerns re-garding your use of Pinterest.H OW P INTEREST M AKES M ONEYThe other source of controversy with Pinterest is their modelfor generating revenue. It has been brought to the attention ofthe general public that Pinterest attaches affiliate links to pinsthat link back to merchandise. When a user clicks on a pinwith an affiliate link that results in a purchase, Pinterest col-lects a percentage of that sale. While this money making strat-egy is common and completely legal, there seems to be quite a37 iBooks Author 39. C HAPTER 6Get On Boardthe PinterestTrainAnytime you start something new its im-portant to start with a clear vision and asolid plan of action. Hopefully this bookhas sparked some ideas for using Pinter-est to market your business, but be sureto think it through before you dive rightin. iBooks Author 40. I.Lay out your goalsA. Drive website trafficB. Increase online salesC. Increase exposureD. Build awarenessII. Have a clear directionA. Think about your targetB. Plan out themes for your boardsIII. Follow ThroughA. Keep up with your boardsB. Promote your presenceC. InteractThere are so many clever ideas for marketing your business onPinterest. Borrow some tried and true strategies that you seeother brands using, and try to come up with your own. Eachbusiness is unique, so what works for one business may not goover so well with another. Since you know your business bet-ter than anyone, you will be able to come up with the best wayto showcase your brand on Pinterest. 39 iBooks Author