The Periscope Community Team presents their take on Pinterest and Instagram. Learn how your business or brand can use these rapidly-growing platforms to engage with and learn from brand enthusiasts.
- 1.SOCIAL STUDIES: PINTEREST & INSTAGRAM April, 2012SOCIAL STUDIES: PINTEREST & INSTAGRAM
2. &SOCIAL STUDIES: PINTEREST & INSTAGRAM 3. Meet,Pinterest (n.pin-trist): a virtual bulletin board that enables users to share images and links they ndinteresting or inspiring. Once shared, these images become Pins that can be placed on thematic boardsthat users can customize for any topic.SOCIAL STUDIES: PINTEREST & INSTAGRAM 4. PINTERESTS AUDIENCEPinterests audience statistics W 70%+ 25-54 50%+75K+ 45%+ Pinterests average user today.From May 2011 to January 2012, monthly site visits grew to nearly 12 million. Percentage of Pinterest users accessing the site via mobile 1.6 %browser, indicating an overwhelming majority of users browse on PCs.In good company. Other top sites that Pinterest users visit. All cross-over trafc reect visits to sites that are known for beautiful photography and good content. Sources: Comscore, February 2012 & Alexis.comSOCIAL STUDIES: PINTEREST & INSTAGRAM 5. PINTERESTS FEATURESPinterests features The Pin: The core of the Pinterest experience is the Pin, a single inspiring image or item from the Internet that is shared with your followers. Boards: Users categorize their Pins into boards that reect their interests. In April 2012, Pinterest allowed users to set the cover image for each of their boards. Following People: Pinterest encourages users to follow one another, similar to Twitter. The pinterest.com home page displays recent Pins chronologically. Following Individual Boards: Users are able to follow all of a users boards or select individual boards to cut through the clutter. The Pin-It Applet: Pinterest enables users to add a Pin It button to the bookmarks bar of any web browser. When a user comes across something interesting, clicking the Pin It button easily adds it to the users boards. Pinterest Behaviors: Users are encouraged to Like pins posted by the people they follow, Repin items they want to showcase on their boards and Comment on Pins they nd interesting. Only the image is Pinned, so users expect to click-through a Pin to the original site, positioning Pinterest as a top referring trafc site. SOCIAL STUDIES: PINTEREST & INSTAGRAM 6. PINTEREST.COM HOME PAGEPinterests home page The home page shows Pins from the people you follow.SOCIAL STUDIES: PINTEREST & INSTAGRAM 7. THE ANATOMY OF A PINAnatomy of a pin The site from whichthe Pin originated is On roll-over of theshown in the detailed pin, activity optionsview.display, including Standard Pin View Pin Detail View Repin, Like and Comment. Additional share options arePins with prices displayed on thelisted with $ or detailed view. in thedescriptionautomaticallygenerate pricebanners. The description ofyour pin, set to a 500character maximum.Your prole Pinning options arephoto, displaydenoted in detail view,name and boardincluding Pinmarklet oryou pinned this the board from whichitem to are allThe comment sectionyou repinned your Pin.included in theis moved to bottomdetails below theof the pin. description. SOCIAL STUDIES: PINTEREST & INSTAGRAM 8. THE PSYCHOLOGY OF SHARINGWhat makes Pinterest special? Its Totally Addictive: Pins are always changing in your feed, so theres a sense that the best Pins may pass you by if theyre missed the rst time around. Additionally, Pinterests structure is social to the core. Its easy to explore other peoples boards and Pins with a few clicks and get lost Pinterest exploration. Its Timely: Pins are shown in a gallery chronologically. You see Pins as they happen, so there is constant content creation happening every minute. Its Aspirational: Pinterest collects your inspirations and posts them for you to revisit later as visual bookmarks that plug-in to the way our brains are wired. Its Built for Discovery: Pinterest limits a Pins description to 500 characters, so for recipes and other types of Pins, its best to click-through and discover the full details of a Pin. This helps users discover new sites and inspiration. In January 2012, the average visit on Pinterest.com lasted 97.8 minutes. Source: Statista.comSOCIAL STUDIES: PINTEREST & INSTAGRAM 9. PIN VS POSTWhy Pin over Post? On Pinterest, everyone is a tastemaker: Pinterest is a site that makes everyone an equal-opportunity inuencer. While other social media channels enable you to share what you are doing and where you are, Pinterest lets you discover and share who you are and who you want to be. A freshman in her dorm room in Omaha can be just as inuential as Marie Claire fashion director Nina Garcia. All Pinterest users are your audience: Pinterest has an inherently collaborative core, where other peoples Pins help dene your own identity. Other social sites emphasize a one-way tastemaker relationship. Moving at the speed of a Pin: Its expected that Pins will be shared often, so the amplication of your Pins results in a social experience that builds your own personal brand more than circulating a post to your existing audiences.SOCIAL STUDIES: PINTEREST & INSTAGRAM 10. THE PSYCHOLOGY OF SHARINGPinterest dos & donts for brands DO: Take the time to establish your boards, identity and strategy and ll your boards with starter Pins before connecting with followers and opening your Pinterest presence to public scrutiny. DO: Follow people. Connect your Facebook and Twitter accounts to your Pinterest account to nd your brands existing fans and followers. DO: Use your followers as an informal focus group. Dont just engage with them, listen to what they are saying through their Pins and boards. A lot of insight can be gained by keeping a nger on the pulse of your Pinterest followers. DONT: Just post your own products, services or offerings. This isnt just a suggestion, its a mandate. If Pinterest catches wind of you doing this, you may be removed as a user. Pinterest is all about inspiration not self-promotion, its a soft sell. DO: Organize your pins into boards that represent your core values as a brand and surprise and delight your followers. Start off with Pinterests default boards to get you started, but as you discover and Pin new items, create new boards that t into new themes. The possibilities are endless. DONT: Create boards that are too specic. Youll never ll them. DO: Write descriptions of your Pins and credit your sources, including the name of the recipe, artist or product. This will help your Pins show up when other users search for related topics. SOCIAL STUDIES: PINTEREST & INSTAGRAM 11. THE FUTURE OF PINTERESTWhat does the future hold? Pinterest is emerging as the top social commerce referral site, ranking fth behind Facebook, YouTube, Twitter and Yahoo. Pinterest has quickly become one of the most popular social media portals for consumers to visit prior to visiting retailers websites. It has already surpassed Google+ in driving retailer site trafc. Estimated unique visitors to pinterest.com increased by 329% from September to December 2011. As websites continue to add Pinterest to their social integration toolkit, Pinterests user base will continue to grow and refer trafc to retailers sites and beyond. Nonprots and micro-lending organizations like Kiva are using the tool to showcase the people who are helped by their organization. Although a date hasnt been set, Pinterest will launch publically, open its doors to all users and establish more concrete guidelines for brands and users. Currently, no safeguards exist to prevent users from squatting on brand names. SOCIAL STUDIES: PINTEREST & INSTAGRAM 12. BRANDS ON PINTERESTWhich brands use Pinterest well?SOCIAL STUDIES: PINTEREST & INSTAGRAM 13. BRANDS ON PINTERESTChobani Builds unexpectedly compelling boards that dont necessarily relate to selling yogurt, but sell an aspirational lifestyle. Their boards represent the core values of their brand: simplicity, tness, health, avor and travel, including a board for their slogan Nothing But Good which has nearly 6,000 followers. Provides clever ideas that helpusers to make healthy choices in their everyday diets by using Chobani yogurt. Interacts with its followers and repins their pins. Provides parents with kid-friendly ideas on their Chobani Champions board. SOCIAL STUDIES: PINTEREST & INSTAGRAM 14. BRANDS ON PINTERESTMartha Stewart Martha is active on Pinterest, withgreat boards full of Marthas GoodThings. Martha extends the Pinterestexperience to her site, where all of herrecipes include Pin It buttons alongthe side. More often than not, peopleshare via Pinterest over the otheroptions like StumbleUpon, Google+,Facebook and Twitter. SOCIAL STUDIES: PINTEREST & INSTAGRAM 15. BRANDS ON PINTERESTWarby Parker Much like Chobani, Warby Parker is selling a lifestyle. They post gorgeous photos of cities around the world as inspiration, as well as boards that showcase things related to glasses: sunny spots, books and city sights. They assert themselves as style leaders by posting boards heavily inuenced by style. As a vendor of accessories, they post other accessories that may go well with glasses in their In Good Company board. SOCIAL STUDIES: PINTEREST & INSTAGRAM 16. BRANDS ON PINTERESTMcDonalds McDonalds has a small following on Pinterest, but their account is fairly new. McDonalds boards represent a well- rounded snapshot of their brand, including charitable efforts, global menu items, restaurant locations, sponsorships and partnerships. McDonalds actively engages with their followers by commenting and adding Likes to Pins. SOCIAL STUDIES: PINTEREST & INSTAGRAM 17. START PINNINGHow to use Pinterest in 5 steps Get invited. Pinterest is still in private beta. Find somebody you know on Pinterest and get an invite. Yes, still. Brand names are being squatted. Follow people. Travel-down the inspiration rabbit hole and follow people on Pinterest. Connect your Facebook and Twitter accounts to nd friends that are already on Pinterest. Start Pinning. Find what you love and pPn them to your boards. Evolve your boards as your content evolves. Pin It Buttons can be easily added to your site to encourage pinning behavior. Pinterest makes it easy for brands to pull the necessary code in the goodies section of their website. Search for what people have already pinned related to your brand. You might be surprised.SOCIAL STUDIES: PINTEREST & INSTAGRAM 18. Your friends in the Community departmentSOCIAL STUDIES: PINTEREST & INSTAGRAM 19. Meet,Instagram(n.in-st-gram): An iPhone and Android photo sharing application that allows users to sharephotos with friends. After photos are taken, users may select from a variety of lters to add patina andvintage air to their photos. SOCIAL STUDIES: PINTEREST & INSTAGRAM 20. SOCIAL STUDIES: PINTEREST & INSTAGRAM 21. So, what is Instagram? What its for: Instagram is the perfect tool for transforming your humdrum photos into art by applying lters to make your pictures look the right amount better. Great for the budding photographer, hipster or just the average person who wants to communicate their lifestyle in beautiful vintage- style photos. Constant content: Every second of every day, Instagrams servers process 26 photo uploads and a new account activation. iPhone app" The biggest and the best: Instagram has earned the title of the largest mobile-only social network.Android app"SOCIAL STUDIES: PINTEREST & INSTAGRAM 22. Instagrams Audience On April 3, 2012 Instagram became available for Android devices in addition to iPhone devices. Since the release of the Android app, Instagrams userbase has grown by nearly 1,000,000 users a day. 40,000,000+ Active users as reported in April 2012. Recent growth of the mobile application is attributed to the release of the iPhone 4S with its faster processor and better camera and the Android application.On April 9, 2012 Facebook purchased Instagram for $1 billion with the promise that the application will continue to operate as a stand-alone experience. Sources: techcrunch.comSOCIAL STUDIES: PINTEREST & INSTAGRAM 23. Anatomy of a user or brands prole Photos are shown in gallery form or may be viewed in large form in a scrolling list if you selectWhen viewing a the list view button at theusers prole, the center top of the app. number of photosposted, number offollowers andnumber of peopletheyre following islisted at the top. Instagrams app has navigation buttons in theThe center section ofdock at the bottom ofthe prole includes athe screen. From left tofollow button, the right they are the homeusers prole and ascreen, recent popularlink to their website if images, take and uploadthey have provided an image, news feedone. This information(including Likes,can be edited at any comments and followertime. news) and settings. SOCIAL STUDIES: PINTEREST & INSTAGRAM 24. Anatomy of a posted photoThe users prolepicture andusername is frontand center.Additional share functionality is included, including the ability to tweet or ag the photo for review. Clicking this button on your own photos allows you to The number of delete, share via Twitter, Likes, and Tumblr and Facebook, comments are copy the image URL or organized below the email the photo.photo, as are the buttons to Like or comment. SOCIAL STUDIES: PINTEREST & INSTAGRAM 25. Instagrams features. Following Accounts: Much like Twitter, you follow friends and strangers and view their photo uploads in a feed. Instagram makes it easy to connect other social channels like Facebook and Twitter to your Instagram prole to nd friends and brands already using the service. You may also search through your phones contacts to nd users. #hashtags are recognized and linked so that related photos can be browsed. Users can do this by clicking hashtags in their feed or by searching through Instagram and discovering for themselves. Users can Like, and Comment on photos, as well as tag the location and search for other photos tagged, based on Foursquares database of locations. Using a strong database like Foursquare ensures that all socially-active businesses may already have photos associated with them.SOCIAL STUDIES: PINTEREST & INSTAGRAM 26. What makes Instagram special? There are other photo apps out there. What made Instagram adoption faster than Hipstamatic and ShakeIt? The Instagram API: They may not even have a full website yet, but Instagrams API puts almost everything on Instagram out there for you to use. Tap into the API and pull photos by location, hashtag or user account. Simple Sharing: The user interface makes taking, ltering and sharing photos easy. Its Free: Both the app and the photo lters are free. Forever. All of your (iPhone) friends are there. Or they will be. With 26 new users signing up every second, its only a matter of time. SOCIAL STUDIES: PINTEREST & INSTAGRAM 27. DOS AND DONTSInstagram dos and donts for brands DO: Learn the shortcuts. You can tap twice on any photo in your feed to Like it quickly. If you want to change a photo caption (hey, spelling mistakes happen) or delete a spammy comment, simply navigate to the photo, click the comment button and swipe left to right to delete individual comments. DO: Follow the Instagram blog. They post app updates, tips (like those above) and other fun information. DONT: Just post a single kind of photo followers will get bored of the monotony. Instagram does the hard work of making your photos look extra interesting, so just keep you eyes peeled for inspiration and cool things around you that represent your brands identity. DO: Tag the location of your photos. Instagram taps into the Foursquare API for their locations, so just about everywhere you go, there will be an album of photos other users are contributing to. If your business is location- based, periodically review the photos that are tagged there and send a Like or comment as a shout-out. DO: Hashtag! On Instagram, users can search for photos by hashtags. As an added bonus, when photos with hashtags are shared via Twitter, the hashtag links are carried over. DONT: Take a photo of everything. Be selective. Theres an informal two latte per month limit. DONT: Like everything in your feed. This isnt a popularity contest. DO: Use Instagram to give behind-the-scenes looks at new products or announcements.SOCIAL STUDIES: PINTEREST & INSTAGRAM 28. BRANDS ON INSTAGRAMWhich brands are using Instagram well?SOCIAL STUDIES: PINTEREST & INSTAGRAM 29. BRANDS ON INSTAGRAMBoston Celtics The Celtics give their followers centercourt tickets by posting up-close andpersonal photos of team members andgame activities from the oor. The Celtics have a ravenous fanbase,currently topping 80,000 fans. The Celtics tag all of their photos at TDGarden where the Celtics play andhave used follower-posted photos postedat games during their in-gameentertainment on Jumbotrons. SOCIAL STUDIES: PINTEREST & INSTAGRAM 30. BRANDS ON INSTAGRAMGeneral Electric GE launched an Instagram-basedcontest to nd the next GEInstagrapher by urging followers toshare photos that represent GEs corevalues: moving, curing, powering andbuilding. GE selected a winner from more than3,000 entries using the hashtag#GEinspiredME to win a rst class trip tothe United Kingdom to tour GE facilitiesand earn the title of GEs Instagrapher(valued at $11,000). GE cross-promoted their Instagramcontest by creating a Facebook album ofthe hand-selected best photosubmissions so fans could vote for theirfavorites. The winning photo"SOCIAL STUDIES: PINTEREST & INSTAGRAM 31. GET STARTEDHow to use Instagram in 5 easy steps Grab your phone and download the app. Follow people. Find friends of your brand by connectingyour Instagram account with Facebook and Twitter. Snap some photos and discover your favorite lters. Fill yourInstagram feed with at least a few pictures before followingusers and give them something to Like. Use #hashtags and tag a location for your photos. This willhelp users nd your photos more easily. Explore your #hashtags and locations, and follow like-minded friends.SOCIAL STUDIES: PINTEREST & INSTAGRAM 32. PERISCOPETHANK YOU!!""SOCIAL STUDIES: PINTEREST & INSTAGRAM