Pinterest for architects & designers
Post on 14-Sep-2014
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DESCRIPTIONHow architects and designers can best use Pinterest. Includes six Pinterest objectives for your firm, as well as many Pinterest resources. Presented by Lucas Equine Equipment and Authentically Social.
<p>Presented by Lucas Equine Equipment, Inc.</p> <p>Emily SandfordPrincipal, Authentically Social Mandy GossettMarketing Director, Lucas Equine Equipment</p> <p>Welcome to todays webinar about on how to best use Pinterest for Architects and Designers!1</p> <p>Throughout the webinar, please feel free to take notes. In the interest of everyones sanity and concentration, your audio is mutedin other words, we cant hear you if youre talking. BUTYoull notice a QUESTIONS box on your GoToWebinar Control panel. At any time during the presentation, whenever you have a question or commenteven if it seems like a silly one, simply type your question in the box, and Ill either address them at that time, or when we get to a pertinent portion of the presentation. After the presentation, youll each receive a follow-up e-mail from me. It will contain some good resources on using Pinterest for Businesses, as well as a link to all the slides from this webinar. 2About Emily Sandford</p> <p>Im an expert in social media, with 10 years of experience in brand management, product management, and social media strategies.</p> <p>Social media consultant, marketer, blogger, writer, and online community manager.First, Id like to introduce Emily Sandford, our social media marketing expert and principal at Authentically Social a social marketing consulting firm and nationally known blogger. And heres a drumroll for Emily!3About Mandy GossettIm a marketer for horse stall design and manufacturing firm Lucas Equine Equipment. </p> <p>Lucas Equine social marketing focus:Engaging our specific demographic and being an aspirational brand.</p> <p>Im Mandy Gossett, the Marketing Director at Lucas Equine. Ive been with Lucas Equine for over three years, during which time, Ive spearheaded our social media strategies, creating a strong presence on Facebook, Pinterest, YouTube, and more. At Lucas Equine, the two primary focuses of our social marketing are engaging our very specific (and very small) demographic (which is comprised of the very top percentage of the equine market). We place focus on being an aspirational brandthe brand of stalls everyone wishes they haveeven if they dont have a barn on their property just yet.4</p> <p>Todays webinar:Well keep todays webinar to less than an hour, and well cover:- As an architect or designerwhy should I care about Pinterest?Six primary uses of Pinterest for Architects & Designers.Best practices and unwritten rules.And, available analytics for your Pinterest account and what you have to gain.5Its an online pinboard.</p> <p>Since we have a pretty diverse mixsome of you have personal pinterest accounts, some have business pinterest accountssome are completely new to PinterestWell start with the basics. What actually - is Pinterest?</p> <p>Its an online visual pinboard where users can pin ideas and products they find on websites or from other pinners. In fact, one of the original creators of Pinterest was by trade an architect. He saw this as a great way to visually organize his thoughts for projects. </p> <p>6</p> <p>Pinners follow other Pinterest users to see the images their friends are pinning. Pinned photos can spread virally this way.Its social.Pinterest doesnt just help people organize their own thoughts. Through a Pin Feed page, it allows users to see the images their friends (or followers) are pinning. Pinned photos spread virally this way. I like an idea that my neighbor pinned, so I pin it to one of my boards. My friends see that same image when I pin it, and they in turn pin to their boards. You can see how it can grow exponentially.7</p> <p>Its visual.New Barn, New Home, Remodeling Ideas, Wedding, Recipes, etc.</p> <p>Its people planning projects.A vast majority of pinners are using Pinterest to plan projects. And the vast majority of pinners are women. These women are planning their new barn, new home, remodeled kitchen, wedding receptionsheck, theyre probably using it to plan their dinner menu, too. (I know I do.)9</p> <p>Those are our people.Yay!Yay! A lot of those people are OUR people. People who are planning design projects. 10</p> <p>25 million members 12 million in the U.S. </p> <p>Since its inception three years ago, Pinterest usage has been skyrocketing. There are 25 million active members. 12 million of those are in the U.S.11</p> <p>98 minutesper month is the averagetime usersspend pinningto their boards. And these members are hooked. Theyre captivated by pinterestby the visual nature of it. Theyre spending an average of 98 minutes per month pinning to their boards. 12The focus on stunning visuals is one reason</p> <p>visit Pinterest to get inspiration for purchasing decisions.70% of users</p> <p>We know that 70% of Pinterest users visit Pinterest to get inspiration for purchasing decisions. And, because Pinterests format is an ideal way to showcase stunning visuals, its one reason Pinterest works so well for us as designers. The beautiful photos of your projects are great for inspiring projectsand for directing these users to your firm.13</p> <p>530 % more how much more Pinterest users care about Visual Art & Design than the avg. Internet userAccording to Google Double-Click Ad Planner, Pinterest users care about Visual Art & Design 530% more than the average Internet user. 14 Pinterest is worth $2 billion because its 25 million users are rich, female, and like to spend.</p> <p>Businessweek, February 28, 2013And, finally, I think Businessweek best summed up the number one reason designers and architects should care about Pinterest:Pinterest is worth $2 billion because its 25 million users are rich, female, and like to spend.15Anatomy of a Pin</p> <p>High quality visualWeb site linkCaption with key words and creditRe-pin and social share optionsWhat is a pin:Starts with a High quality visual (either pinned from a web site or uploaded from your computer)It has a web site linkso when a user clicks on this photo, it takes them directly to the web site from which it was pinned.It has a caption, which you will write. The caption should include some searchable key words, give credit to the source (if thats you, it should include your firms name)And, moving back to the topall pins automatically have a Pin It button (for other users to Re-pin this to their own boards.) They can also like the pin, share it with friends via e-mail, Facebook, etc. 16Best Uses of PinterestSHOWCASE YOUR WORKMARKET YOUR BRANDGATHER INSPIRATIONSHARE IDEAS WITH CLIENTSSEE CLIENTS BOARDSORGANIZE YOUR THOUGHTSSo, when thinking about your firms marketingjust being on Pinterest is not the ultimate goal. You have to make sure that your investment in Pinterest is working toward a goal that supports your overall marketing strategy or your overall business needs. (Ill note that while using Pinterest doesnt require a monetary investmentit does require a time investment.)</p> <p>There are six key ways that architect and design firms can use Pinterest in a beneficial and productive way. Ill break these various objectives down one by one. Which of these objectives are right for you and your firm will vary person to person or firm to firm. BUT, its vital that you decide which objectives youre hoping to achieve, and make sure that your Pins, your interactions, and the way you set up your Pinterest accounts match your objectives.You can use Pinterest to:Showcase your worklike a viral, online portfolioMarket your brand. Gather personal design inspiration.Share ideas with individual clientslike an online preliminary presentation boardSee your Clients boards, getting an insight into their thoughts.You can also use it personally to organize your thoughts about a specific project. Especially in the beginning phases.</p> <p>17Showcasing your work.If one of your Pinterest objectives is to showcase your work, this is one of the easiest and most basic ways to use Pinterest. What youll do is Pin photos from your web site. You can also upload photos, but ideally, you want to use photos that link back to your web site.Add a description. As I mentioned earlier, its vital that you include a descriptionnot just the standard text that automatically fills in. You want to include your firm name, searchable key words. Include other pertinent comments. You can also include other people or firms who were involved in the project. You can include interesting details about the project. But, you want to make sure your text is still very brief.Now, youll watch for re-pins. This is where the viral nature of Pinterest comes in. These re-pins are creating a permanent reference to your site within every board on which the photo is re-pinned.</p> <p>18SIDEBARHOW TO PIN:</p> <p>I know we have several people logged on who do not currently have pinterest accounts. So, heres a quick sidebar on how to pin. There are essentially three ways you can Pin.</p> <p>19Market your brand.Create boards that are in line with your firms brand & expertise </p> <p>Examples: Another objective for your firm could be Using Pinterest to Market Your Specific Brand or your Brand Positioning</p> <p>For example, one way we position our brand is that our stalls are smartly designed with many features actually integrated into the stall design.Sowe have a board called Smart Horse Stall Ideas.</p> <p>Other ways you may be positioning your brand through your boards is highlighting boards on Green Design, Barn Ideas, Carriage Houses, The Equestrian Lifestyle.</p> <p>Use the way you organize your boards to help the Pinterest user understand what your brand stands for.20Gather inspiration.Our stall designers visit Pinterest every day for inspiration.</p> <p>Follow designers you admire.</p> <p>Look for pinners who post creative ideas or innovative products you may want to use.Other wonderful objective for your pinterest use can be to gather personal design inspiration.</p> <p>Our stall designers visit Pinterest every day for inspiration. We all take the first 10 minutes of the daywhile were having our morning coffee, to check Pinterest. In our pin feeds, we each see the latest pins from people and organizations we follow</p> <p>Follow designers you admire. You can follow fellow architects, equine publications, design publication, competitors, vendors who have creative products. And, you dont have to just follow design-related pinners. We all know that inspiration can come from some pretty interesting and surprising sources. </p> <p>Look for pinners who post creative ideas or innovative products you may want to use. Our stall designers get ideas for hinges, latches, swiveling panels from following a wide a variety of pinners.21</p> <p>Share ideas with clients.Note: Boards are viewable by everyone, unless you make them a Secret board. You can currently only have 3 secret boards.</p> <p>You can pin or upload photos for boards to share with clients.Some people use Pinterest to share ideas with clients. This is a tricky one for a few reasons.</p> <p>Heres how it works. You can create a pinboard for a specific client to help them narrow down their ideas at the beginning of a project. The board youre seeing now is a landscape designer helping a client find the elements they prefer for a backyard re-design. </p> <p>However its important to note that your boards are viewable to everyone, unless you make them a SECRET board. You can only have 3 secret boards per account. So, this use of pinterest may or may not fit within your Pinterest strategy.22More About Secret BoardsSIDEBARSee clients boards.You can follow clients boards to see their ideas.Its the modern version of the binder of torn-out magazine pages.</p> <p>Your clients are likely already creating PINTERESTBOARDSof their design ideas even before they meet with you the first time.MAGAZINE TEAR SHEETSYou can use pinterest as a way to see into a clients mind. Well, sort of. You can see into their boards.which is kind of the same thing.</p> <p>Your clients are already creating pinterest boards of their design ideas even before they meet with you the first time. It can be the modern version of all those torn-out magazine pages and binders your clients bring in. </p> <p>By following your clients boards, you can have a sort of visual conversationseeing designs and features the client pins as they pin them.</p> <p>24Organize your thoughts.COLLECTKeep your ideas (and resources) together on boards for each project.PIN ANYTIMEPin your thoughts on latches, hinges, or design styles from your iPhone, desktop, or iPad anytime.ORGANIZE YOUR SOURCESHaving the link back to the original source keeps you from thinking, now where did I see that finial I liked?</p> <p>From a personal standpoint you can use Pinterest to organize your own thoughts.</p> <p>Were all always thinking of design ideasand inspiration doesnt always strike when youre sitting at your desk with a clients project folder within reach. You can use Pinterest to keep your ideas and resources together (in a visual way) on boards for each project.</p> <p>This allows you to pin thoughts and visuals you see online anytimeeven when youre sitting on the couch with your iPad.</p> <p>You can also use it to organize your own sources. Because your pins will have the original link back to the source web site, you wont be thinking now where did I see that finial I liked for the Johnson project?</p> <p>But again, remember that you can only have three secret boards per account. 25How do you want to use Pinterest?Think about this before you get started.</p> <p>Your overall goals will dictate how you set up your Pinterest accounts.</p> <p>Go ahead and write down any of these objectives you think suit your firm or personal needs.26ACCOUNT SET-UP OPTIONS</p> <p>The key objectives you selected in the previous slide are going to dictate how you set up your Pinterest account.</p> <p>There are two types of Pinterest accounts: Business Account and Personal Account.</p> <p>If you set up a Business Account in the name of your firm, youre going to get some key branding opportunities, it will generate leads as people find your pins for their their projects, and it drives traffic directly to your web site from your pins.</p> <p>If you set up a Personal Account, youll find that you can pin inspirations and other items that wont distract from your overall brand image. Its a way you can collect your personal thoughts and find inspiration without broadcasting it to all the followers of your brand. You can use your secret boards for your projects.</p> <p>Theres no right way to arrange your accounts, but youll see by weighing your objectives here, if the scale tips toward one type of account or another.27How Lucas Equine uses Pinterest.About 9% of our web site traffic comes from Pinterest.</p> <p>We showcase our work.</p> <p>Our stall designers visit Pinterest for design inspiration and to pin product options/sources.</p> <p>Today, 9% of our web site traffic comes from Pinterest. This is pretty significant, considering that its a relatively new (and free) web site. </p> <p>At Lucas Equine, we use a combination of account types. We have a Lucas Equine Business Account, where we showcase our work. We pins photos that support our brand image and link back to our web site. We e...</p>
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