The Power of Pinterest - 4imprint Learning Centerinfo. “Mashable.” Mashable. N.p., n.d. Web. 14 May 2013. . 7 “Facebook, Twitter, Pinterest, Instagram – Social Media User Demographics 2013 [INFOGRAPHIC ... YouTube

  • Published on

  • View

  • Download


4imprint.comThe Power of P interest 2013 4imprint, Inc. All rights reservedThe power of P interestIt was less than two years ago when the social media team at Sony Electronics began discovering the power of Pinterest. While many of the team members were using Pinterest for personal use, the company had not adopted it as a business platform aimed to drive sales.1 But all that changed thanks to unlikely social media mavericks, and soon, a beautiful relationship began between Pinterest, Sony and its 30,000 Pinterest followers.2 You may be wondering, how did Sony do it and what made it so successful? Sony started with research. Sony found what many brands can only dream ofthey had a massive community of loyal fans already pinning, not just Sony products, but other brand-related images including ads, logos, photographs taken with Sony cameras, even brand-inspired tattoosyou name it.3 Creative expression seemed to be the game and Sony was the name. Figure 14Sony took the logical next step and launched a brand page consisting of about ten boardsmostly repins of what others were already sharing, hoping to drive more sales to its website, increase brand affinity and grow the Sony community.Within the first six months of its launch, Sony gained more than 2,500 followers, increased Web traffic from Pinterest to the stores website by an astonishing 1 Julig, Louise. How Sony Became a Pinterest Rock Star.Social Media Examiner RSS. N.p., 29 June 2012. Web. 13 May 2013. .2 Pinterest. N.p., n.d. Web. 17 May 2013. .3 Ibid4 N.d. Photograph. Social Media Examiner. Web. 25 May 2013. . 2013 4imprint, Inc. All rights reserved800% and received more than ten times the clicks from the sites Pin it button than from its Tweet this button.5 Nothing short of amazing!So, you may be asking yourself, how do I find out more? What is all this Pinterest stuff about anyway? And, how do I sign up? Keep reading to find out more.What is P interest? Simply put, Pinterest is a virtual pinboard with a social twist. Think gigantic bulletin board filled with anything you find interesting from arts and crafts, recipes and fashion to home improvement ideas, must-read books, favorite movies, etc.the list goes on. The twist is that you share the content with friends and followers. Pinterest is one of the fastest growing online social networks, lagging only behind Facebook and Twitter, which is pretty telling considering it is just three years old.6 Of all adults online, 15% are using Pinterest and that equates to 1.36 million people logging in each day.7 And, whats more, 28% of users have a household income of $100k+.8 This social bookmarking site exists to connect the world through things that they love.9Pinterest terminologyBefore we dive deeper, lets start by defining Pinterest terms, because as most social networking sites do, Pinterest has a language of its own. Pin: A pin is an individual image or video that is linked to the website in which it came from that you add or pin to Pinterest.10 For instance, you can pin an image of a business book youd like to read or a helpful blog post. Rich Pin: A rich pin looks very similar to a regular pin; the only difference is that it automatically pulls additional information from the originating website that is then placed below the image on the pin. There are three categories of rich pins: products, recipes and movies. To achieve this, companies embed metatag information into the backend of their website 5 Pinterest. N.p., n.d. Web. 17 May 2013. .6 Mashable.Mashable. N.p., n.d. Web. 14 May 2013. .7 Facebook, Twitter, Pinterest, Instagram Social Media User Demographics 2013 [INFOGRAPHIC].- AllTwitter. N.p., n.d. Web. 24 May 2013. .8 Mashable.Mashable. N.p., n.d. Web. 24 May 2013. .9 How to Use Pinterest for Business.Hubspot. N.p., n.d. Web. 14 May 2013. .10 Ibid 2013 4imprint, Inc. All rights reservedso that when an image is pinned from the website, additional information (ex. recipe ingredients, cook times and serving information) will register on the pin. Pinboard: A pinboard describes a set of theme-based pins.11 Think a pinboard entitled Industry Resources. And within that Industry Resources pinboard you may find that business book and interesting blog post you pinned or other resources such as white papers or data charts. Pinning: Pinning is the act of visually sharing content on Pinterest.12 In other words, when you added the image of the business book to your Industry Resources Pinterest board, you were pinning it. Repin: A repin describes the act of reposting somebody elses pin.13 So, if you found the business book on a companys website and pinned it from there, it would be a pin. If you found the book on somebody elses Pinterest pinboard (or within your Pinterest newsfeed) and added the image from there, it would be a repin. Pin it button: This is the button that you see on websites that enables you to easily pin content to Pinterest. The nice thing about using the Pin it button is that it links the image back to the site it came from.14Figure 215Pinner: A pinner is the person doing the sharing or pinning.16 Like: By liking something, you can add an image to your Likes tab without having to choose a board to pin it to. Secret pins/boards: If you dont want the entire world to see what youre pinning, you can choose to pin it to a secret board. This option allows you and anyone you invite to see the board without having to share it publicly.17 11 Ibid12 Ibid13 Ibid14 Ibid15 N.d. Photograph.Pinterest. Web. 25 May 2013. .16 How to Use Pinterest for Business.Hubspot. N.p., n.d. Web. 14 May 2013. .17 Mashable.Mashable. N.p., n.d. Web. 24 May 2013. . 2013 4imprint, Inc. All rights reservedNote: You are limited to only three secret pin boards per account. The point of Pinterest is to share your ideas, so they wanted to limit the number of boards that were closed off.Pinterest dr ives Web traff icDid you know that Pinterest drives more Web traffic than Google+, YouTube and LinkedIn combined?18 If your business relies on driving a high-volume of website traffic to increase its sales, Pinterest may be for you.19 Take pet insurance company PetPlanSM for instance. The PetPlan brand prides itself on being a thought-leader, focused on delivering high quality content for those who want to provide the very best for their pets. PetPlans flair for providing compelling and relevant content made Pinterest a logical choice. After some due diligence and research relating to pet topics and trends, PetPlan developed Pinterest boards that visually displayed its knowledge while conveying its brand personality. PetPlans boards contained captivating images, health tips and even breed-specific content for its followers viewing pleasure. Figure 32018 Mashable.Mashable. N.p., n.d. Web. 14 May 2013. .19 How to Use Pinterest for Business.Hubspot. N.p., n.d. Web. 14 May 2013. .20 N.d. Photograph.Pinterest. Web. 25 May 2013. . 2013 4imprint, Inc. All rights reservedIn only a few months, Pinterest became PetPlans second-highest social network referral source. It increased its page views by 69% and saw a 97% increase in the time spent on the website. PetPlan took it up a notch by adding the Pin it button to the website, the Pinterest Follow buttons to its email footers and social campaigns, and they optimized the website content for Pinterest. By the following quarter, PetPlan saw an 87% increase in unique visitors, a 35% increase in page views and a 12.5% increase in requests for quotes.21 This is the power of Pinterest!Pinterest bui lds l inks Pinterest links are considered no-follow links. What that means is that search engines will not pick up on these links and therefore there isnt a boost to your SEO. Because of this, there is incentive to pin quality contentcontent that others will want to repin. And the more links you have pointing people to your content, the easier it is for them to find it. After all, what good does it do to produce great content if people cant locate it? If you can start to think of Pinterest more so as a community than a tool, you are getting it.22 The point is to generate excellent content that people will want to sharea give and you too shall receive sort of philosophy. This philosophy holds true for rich pins as well. When a company optimizes its site for rich pins, the pinners are in turn supplied with additional information (AKAbetter content) making the pin more likely to be repinned based on the quality content provided.Gett ing your business started with P interestHas what youve read caused you to stand up and take notice of Pinterest? If youre ready to get started, read on.Sett ing up a business P interest accountSetting up your business Pinterest account is really as easy as 1, 2, 3. Pinterest has simple-to-follow steps to help you get started: Step 1: Create an account. In this step youll be asked to provide basic information about your business and create a profile. Be sure to keep your business keywords in mind and incorporate those into your company description.21 Case Study: Petplan Insurance | Pinterest for Business.Case Study: Petplan Insurance | Pinterest for Business. N.p., n.d. Web. 14 May 2013. .22 Column: Search & Social.Search Engine Land. N.p., n.d. Web. 14 May 2013. . 2013 4imprint, Inc. All rights reserved Step 2: Verify your website. Once your profile is complete, you simply go to it, and click the pencil in the bottom, right-hand corner of the name box. You will then be asked to verify your Web address. Verifying your website shows pinners that you are a trustworthy source. Step 3: Add the Pin it button to your website or blog by what you want people to share. This is the button that makes it easy for people to pin your content.23 Setting up your account is only just the beginning. The dos and donts of P interestOnce you have your Pinterest account, youll want to make sure to follow the basics of Pinterest etiquette. Pinterest reminds us to pin with care and to be kind, be respectful, and be yourself. Pinterest states, We think authenticitypinning things that express who you really are and what you really likeis more important than getting lots of followers.24It is important to remember that Pinterest is not for blatant self-promotion. Rather it is a means to convey the lifestyle that your brand promotes.25 Take Chobani Greek Yogurt, for instance. Chobanis pinboards dont just show mouthwatering pictures of its yogurt, they contain motivational quotes, workout inspiration, recipes that incorporate their product and a slew of Instagram photos. Chobani doesnt just pin products, it pins a lifestyle that aligns with the Chobani brand and its core values.26 Chobani truly provides value to its followers.Figure 42723 Set Up Your Business Account | Pinterest for Business.Set Up Your Business Account | Pinterest for Business. N.p., n.d. Web. 14 May 2013. .24 Pinterest. N.p., n.d. Web. 24 May 2013. .25 How to Use Pinterest for Business.Hubspot. N.p., n.d. Web. 14 May 2013. .26 Case Study: Chobani OnPinterest.Angela Swenson. N.p., n.d. Web. 15 May 2013. .27 N.d. Photograph.Pinterest. Web. 25 May 2013. . 2013 4imprint, Inc. All rights reservedYou also want to be sure to credit your sources just as you would any other time you are using content that is not your own. And in turn, be sure your pinnable content includes a tag so that when people pin an image from your site, your companys name, a description of the image and the URL will follow it. This makes it easy for those who pin your content to find you.Use keywords to increase the odds that your content gets displayed when people are searching for it. For example, if you are a clothing retailer and would like to add your new summer line of cropped pants to you Pinterest page, name your board Cropped Pants for Summer instead of New Summer Line. Think of what terms your customers will be searching under and incorporate those into your board names, board descriptions and pin descriptions. Be sure your pinboards and pins contain content that people want to follow. This is accomplished by providing value to your followersvalue that is in the form of information, inspiration or entertainment. With the dos, come donts. Dont repin pins without a permanent and relevant link. For example, if you pin an image of a product you are selling, make sure the images URL takes users to the page where they can find out more or buy the product, not a home page, or worse yet, a broken link. And of course, dont pin content that you dont have permission to pin. If there is a Pin it button on the website youre pinning from, chances are good that the content owner wants you to pin it. If however, there is not, you should ask permission before pinning. And last but not least, make sure you are not repinning spam. Check your URLs and ensure you are not reposting any malicious content.28Pin guidel inesWhen pinning, here are guidelines to follow: Pinnable image size: There is no maximum image size; however, the minimum size for an image on Pinterest is 81 pixels long by 81 pixels wide. Image shape: Pins with images that are longer in length tend to grab the eye more and garner more repins. That being said, images should be no more than three times longer than they are wide. Image restraints: If your image is more than 554 pixels wide, it may appear distorted. Either crop the image or choose another one.29 Image description: Include a description for all pins. This will increase the likeliness of it being repinned. 28 5 Things Not to Re-Pin on Pinterest.Momcomm. N.p., n.d. Web. 24 May 2013. .29 Quick Guide to Pinterest Images.Pinterest. N.p., n.d. Web. 15 May 2013. . 2013 4imprint, Inc. All rights reservedAnd remember, just because you build it doesnt mean people will come. You need to promote your Pinterest presence through other channels. Include the Pinterest Follow button on your website. Promote your presence on Facebook, Twitter, LinkedIn and Google+.30 And perhaps, most important of all, join the discussion. Get followers engaged by being engaged.31 Pinterest and your market ing strategyNow that you have a good understanding of the basics, and youve created a Pinterest presence with great pinboards containing great pinswhats next? Before you can use it to drive sales, it may help to really flesh out how you will incorporate Pinterest into your overall marketing strategy. Here are some things to consider: Brand presence: The visual elements of Pinterest make it a great place for branding. Showcase your companys colors, style and values to bring your brand to life within your pins.32 Getting the right followers: Put the focus on quality rather than quantity when it comes to gaining a following. Follow industry thought leaders, partners and others with similar interests. And remember to interact and be socialpin valuable content, repin that which resonates with your brand and leave comments where fit. This will show others your company is worth following.33 The customer and your content are king: Know who your customers are and pin things that provide them with value. Just as Sony and PetPlan did, do your research. Find out what kinds of content your customers are pinning and what they appreciate. And, ensure you are pinning frequently enough to keep them interested, while not pinning so much that you begin to be viewed as a spammer. This balance varies depending on your customers and on your industry. Using analytics, which we will discuss later on, will help you to determine this balance through testing. And remember, any industry can benefit from Pinterest. The importance is in providing value to your customers.30 How to Use Pinterest for Business.Hubspot. N.p., n.d. Web. 14 May 2013. .31 Column: Search & Social.Search Engine Land. N.p., n.d. Web. 14 May 2013. .32 Mashable.Mashable. N.p., n.d. Web. 24 May 2013. .33 7 Tips for Getting the Right Followers on Pinterest.Yahoo! Small Business Advisor. N.p., n.d. Web. 24 May 2013. . 2013 4imprint, Inc. All rights reservedUsing Pinterest to dr ive sa lesOnce you determine how Pinterest can be integrated into your business and its overall marketing strategy, we can begin to break it down and determine how it can help drive sales. Here are a few tactics that others are using to boost their sales with Pinterest.Pr ice tags If you are pinning a product or service that you sell, you can include a price tag right on the pin. Simply add the $ sign followed by the amount you are selling the product or service fori.e. $5right in the pins description. Pins that include a price tag are 36% more likely to get liked than those that do not.34 Plus, adding a sales tag gets your pin added to the Pinterest gifts section, where people can search for gifts by price range. ContestsContests can be a great way to engage with and drive people to your website. You can ask users to create a pinboard showing photos of them using your product or service. Or, take it a step further and ask users to pin images that show new or innovative things that can be done with your product. The key is to promote engagement and foster loyal customers. There are some very specific guidelines you must follow when hosting a contest, so ensure to check the Pinterest terms of use prior to holding a contest; here are some basics: Dont suggest that Pinterest sponsors or endorses you or the contest. Dont require people to pin images from a limited selectionlet them pin their own stuff. Dont make people pin or repin your contest rules. This is a big no-no. Dont run a sweepstakes where each pin, repin, board, like or follow represents an entry. Dont encourage spammy behavior, such as asking participants to comment repeatedly. Dont ask pinners to vote with pins, repins, boards or likes. Dont overdo it: Contests can get old fast. Dont require a minimum number of pins. One is plenty.3534 Creating Pinterest Pins Users Will Love To Get More Blog Traffic: Part 2 | Andrea Bolder Will Help You Champion Your Business & Change Your Life!Creating Pinterest Pins Users Will Love To Get More Blog Traffic: Part 2 | Andrea Bolder Will Help You Champion Your Business & Change Your Life!N.p., n.d. Web. 16 May 2013. .35 Instagram Overtakes Twitter on Cell Phones with 7.3million Users a Day.Mail Online. N.p., n.d. Web. 16 May 2013. . 2013 4imprint, Inc. All rights reservedPinboosterAdvertisers have caught on to the power of Pinterest. Take Pinbooster for instance. This platform bridges the gap between influential Pinterest users and advertisers. What exactly does Pinbooster do? It connects advertisers with pinners, and in a nutshell, provides them with the opportunity to pay pinners to pin specific images. This in turn drives traffic to the advertisers website. Advertisers can select pinners based on their location, their personal profile information, the number of followers they have and how active they are. If you use Pinbooster, youll want to make sure you pick pinners whose profiles match your brand values and who are active enough with a large enough reach to make it worth your while to compensate them. The law requires that these sponsored pins be labeled (with #ad in the pin description) so their participation is completely transparent.36 Hopefully, by this point you are seeing a common themePinterest for business is all about using visuals to interact and drive sales. Take Unicef, for example. Unicef works in 190 countries and territories worldwide to save and improve the lives of children by providing health care, food and water, sanitation, education and emergency relief.37 Unicef broke free of the stereotypical Pinterest use when they came up with a pinboard entitled, Really Want These. This pinboard contained pins of things that a fictitious, young, Sierra Leone girl named Ami Musa wantedpins containing images of things most taken for granted like running water, soap, rice and shoes.38 This represented a creative, great way for Unicef to promote its mission and drive donations. Figure 53936 Pinner Information.Pinbooster. N.p., n.d. Web. 16 May 2013. .37 About Us.:: Humanitarian Relief for Children. N.p., n.d. Web. 16 May 2013. .38 Mashable.Mashable. N.p., n.d. Web. 16 May 2013. .39 N.d. Photograph. Pinterest. Web. 25 May 2013. . 2013 4imprint, Inc. All rights reservedYou may have noticed that Pinterest skews heavy on the female side. In fact, only 30% of its users are male. However, its not so vital to note how many men are or arent using it, as it is to notice how men are using it. A recent report on Pinterest use in America found that while most women pin for inspiration, men pin to buy.40 And men are pinning everything from clothing to gadgets and toys to workout routines and home repair projects.41 When asked, Which one reason best describes why you (pin) clothing/fashion content, 31% of men cited to buy versus 18% of women.42One example of a company who is using Pinterest well for its male demographic is Mashable. Mashable is the largest independent news source for digital culture, social media and technology. Its Pinterest account is rich with images of the tech-savvy gadgets, data and infographics theyre known for reporting on.43Figure 644Analyt icsAnd last, but certainly not least, we need to talk about measurement. How do you know if the time and effort you are putting into pinning is getting your company results? Are people seeing the content? Are you getting followers? Are people liking or sharing the content? Is your company website getting traffic from 40 The 1 Big Difference Between How Men and Women Use Pinterest. Convince and Convert Social Media Strategy and Content Marketing Strategy. N.p., n.d. Web. 24 May 2013. .41 9 Ways That Guys Can Use Pinterest [Infographic]. Bit Rebels RSS. N.p., n.d. Web. 24 May 2013. .42 The 1 Big Difference Between How Men and Women Use Pinterest. Convince and Convert Social Media Strategy and Content Marketing Strategy. N.p., n.d. Web. 28 May 2013. .43 How to Use Pinterest for Business. Hubspot. N.p., n.d. Web. 14 May 2013. .44 N.d. Photograph.Pinterest. Web. 25 May 2013. . 2013 4imprint, Inc. All rights reservedPinterest? These are all questions that can be answered using Pinterest analyticsthe data analysis tool provided by Pinterest to business pages. Below are some of the metrics you can find when using Pinterest analytics: Pin metric: The pin metric tells you whether or not people are pinning content from your website. If your content isnt getting pinned as much as you expected, you may need to give it bit of a boost. Is the Pin it button located in close proximity to your images? Is your content visually appealing? Do you need to add attractive headers to your blog posts?45 Does your content resonate with your audience? Repins: The repin metric is another great measurement tool. With repins, the content is being pinned not just by your followers, but by those who could potentially become followers.46 Reach metric: The reach metric tells you the number of people who saw your pins. Reach provides exposure and is greater if a pinner with many followers pins your content.47 Visits and Web visits metric: This metric shows you two data points: The number of visits that were made to your website from Pinterest; the total number of people who visited your website. Most repinned content metric: This metric is important because it tells you which of your content best jives with your audience.48 Use this metric as a driver in terms of what types of content you will pin. Most clicked content metric: This metric shows you what pins are most frequently clicked. Keep in mind, when an image pinned from your website is clicked, the user is taken to your website. This presents a good opportunity to see which pins are driving Web traffic.49Other Analyt icsThere are a host of third-party analytic software available including Google Analytics, Curulate, Piqora (formerly PinfluencerSM), etc. It may be helpful to integrate multiple analytic tools in order to get a full picture of your business Pinterest presence. Google Analytics, for example can show you what sorts of revenue your Pinterest traffic is generating.50 Other tools like Curulate and Piqora are better utilized to gauge your most influential and engaged pinners.45 How to Use Pinterest for Business. Hubspot. N.p., n.d. Web. 14 May 2013. .46 Ibid47 Ibid48 Ibid49 Ibid50 Ibid 2013 4imprint, Inc. All rights reserved 4imprint serves more than 100,000 businesses with innovative promotional items throughout the United States, Canada, United Kingdom and Ireland. Its product offerings include giveaways, business gifts, personalized gifts, embroidered apparel, promotional pens, travel mugs, tote bags, water bottles, Post-it Notes, custom calendars, and many other promotional items. For additional information, log on to Whatever tool you decide to incorporate, just make certain youre using it. If things arent where you expect them to be, tweak and modify. And remember, the process is ongoing. Keep on pinning and keep on measuring.Hopefully this Blue Paper has taught you something you didnt already know about Pinterestor better yet, how to use Pinterest to engage your customers and drive sales. Theres a lot to take in, especially if Pinterest is fairly new to you. Just rememberbe yourself. Pinterest is the place to showcase what your business is really aboutits the place to portray your brands personality and values. Realize this and you just may unharness the power of Pinterest.


View more >