Pinning your Business to the Top with Pinterest

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DMA2013 PAC Meeting IIPinning your Business to the Top with PinterestJess Loren, SVP of DigitalLegacy Marketing Partners@ChiTownJessJessica Galliart, Social Media Manager Tribune@JessicaGalliartOverviewHow effective is social media?Social media and marketersAlicia Keys and Pinterest (?!)What is Pinterest?The appeal of PinterestGetting started with PinterestHow does Pinterest work?The image theoryCase studiesViralocitySocial Smocial:How effective is Social Media?Social Media is just another toolNeeds laser focus in order to be effectiveMust be driven by business needsMust be measuredMust be tweaked based on resultsSocial Media and MarketersFive Benefits of Social Media Marketing from beingyourbrand.comIncreased exposureIncreased trafficProvided marketplace insightGenerated leadsDeveloped loyal fansAlicia KeysGrammy-winning singer/songwriter and actress Alicia Keys used Pinterest to correspond with her new albumPop culture enters social media (and vice versa)So why does Keys care about Pinterest?What is Pinterest?The people behind Pinterest describe their company as:Pinterest lets you organize and share all the beautiful things you find on the Web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes. In simple terms, it is a visual board where one can attach images that tickle their fancy. Its like a scrapbook that lets the world share itself.The Appeal of PinterestAbove graph shows increase in visits since 2012 from Compete.com2.5 billion page views a month (40-50 million unique visitors)Over 70 million registered usersValued at $2.5 billionUsed mainly by 18-50 year old women (http://www.mediabistro.com/alltwitter/social-media-user-demographics_b38095 )Women are five times as likely to use Pinterest than menStrong base in fashion and home decor postingHigher rates of posting more acceptableGetting Started with PinterestPinterest used to require invites to register, but now its public.If your business has a Facebook and Twitter already, you next logical step is Pinterest: you can sign up for Pinterest with either of those two accountsBefore pinning anything, determine your brands editorial tone: light-hearted/fun? Glamorous?Getting Started with PinterestBefore inviting everyone on Facebook and Twitter to follow your Pinterest, build a small library of board, pins and re-pins firstRespond to re-pins you like and communicate with your Pinterest followers as your brandAsk for your fans input on what you postDont go pin-crazy and spam your fans page with your pins: though Pinterest allows for higher frequency posting than Facebook, its still quality > quantityHow does it work?Pinterest Basics: Pins (photos), Re-Pins (posting someone elses photos, ie retweet), and Boards (where you post the photos)Pins link back to their original sourceYou want to make sure your website receives credit for your pinsIts not in bad taste to repin someone elses pin, just remember that it will link back to their pagesDescribing your PinSlight explanation for your pin: creative or straightforwardYour description will be seen by all who repinCreative Board NamesEngage the SensesState the ObviousSarcastic BanterQuote othersInspireThemesPinterest CategoriesPopularEverythingGiftsVideosAnimalsArchitectureArtCars & MotorcyclesCelebritiesDesignDIY & CraftsEducationFilm, Music & BooksFood & DrinkGardeningGeekHair & BeautyHealth & FitnessHistoryHolidays & EventsHome DecorHumorIllustrations & PostersKidsMen's FashionOutdoorsPhotographyProductsQuotesScience & NatureSportsTattoosTechnologyTravelWeddingsWomen's Fashion13The Image TheoryDr. Walfish: Attention spans are lengthened when you offer some visual or auditory enhancement to the written word... Visuals, when it comes to advertising, are much stronger than just words. That is why so much is done in graphics and trailers down to the imagery of the title.Dr. Wald: Branding is all about imagery. People associate images with companies. Psychological research has suggested that visual attractiveness causes people to associate other positive attributes to a person or product."Effectiveness of ImagesImages have the potential of producing positive and emotional responsesMaking images more dynamic and interesting draws attention to your productsYou can use your images to:Show products that you produceInspire users to pin their own imagesShow lifestyle tips in actionCase StudiesJ.Crew launches new September style guide on PinterestA great way to get fans first impressionsCreates a sense of exclusivity between fans and brandFosters loyalty among fans for getting a sneak peekCase StudiesNordstrom: The most followed brand on PinterestPosts inspirational quotes, wedding ideas, and funny stuff (like a Fashion Cats board) to keep people interested in the brands attitude, not just the fashionProof that success on Pinterest relies on a diverse amount of high-quality content.Case StudiesWhole Foods: perfect for Pinterests main demographics and interestsWeve really focused on remaining authentic to the space that [Pinterest founders have[ created and not treated it as an extension of our website or as an advertisement of our products. Michael Bepko, Whole Foods global online community manager. (http://mashable.com/2012/02/23/pinterest-whole-foods/) Case StudiesViralocityInfographicsProvides necessary details and figures while stimulating the brainWord-of-MouthLiking, Sharing, Repinning, and Commenting on your contentContestsPin and Win, Most Repins, Scavenger Hunts, SweepstakesViralocityThe more you incentivize people to share, the more they will share. There are two ways to do this: bribe them or inspire them. Emerson SpartzDefine what going viral means for youJust because something should go viral does not mean it will. The same goes for the opposite Thank you!@ChitownJess@JessicaGalliart