nick westergaard | branddrivendigital.com | 2014

social spotlight

BRAND DRIVEN digital

PinterestHow Encouraging Your Community to Pin Your Content Can Grow Your Business

Pinning Your Ideas

Photo via Flickr user TheTruthAbout

Iowa Roots

Photo via Flickr user Anya_

This Lady + Pinterest

Pinterest: Social Spotlight

‣ By the Numbers

‣ How Brands Engage

‣ Things to Remember

Bookmarking Isn’t New

Photo via Flickr user ejhogbin

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Pinterest by the Numbers

Source: The State of Social Marketing (Awareness)

6 in 10 Have Heard of Pinterest

Source: The State of Social Marketing (Awareness)

Close to LinkedIn Use

48 million visitors per month — user numbers aren’t public

Source: ComScore

Fastestsocial network after just a year in release — one of the fastest growing social services in the world, growing at a rate of +4,000%

405 minutesaverage time per month spent by users

Source: The State of Social Marketing (Awareness)

Over Half Use Daily

Source: The State of Social Marketing (Awareness)

Demographics Worth Noting

Millennials Use Pinterest as Much as Instagram

Source: The State of Social Marketing (Awareness)

Pinterest Adoption

Referral Traffic Percentages

Source: Mashable

Pinterest Influences Offsite Sales

10%buyers from pinterest are 10% more likely to buy than others and spend 10% more!

Buy More, Spend More

Source: TechCrunch

20%of facebook users are on pinterest daily

40%of social media purchases are driven by pinterest

60%of us pinterest users are female — this is down from earlier in the launch

Pricelessfor branded accounts, pinned items without prices are twice as likely to be repinned

Food Rules

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How Brands Engage

Photo via Flickr user JeffreyTurner

What Can You Pin?

‣ Upload, save, and sort items or “pins”

‣ Curate online content via “Pin It” buttons

‣ 3 categories — photos, videos, gifts (Note - you can

assign a price to a gift)

‣ Organize pins on “boards”

Personal Profile

Brand Profiles

Photo via Flickr user Nrbelex

Winning Pinning Strategies

Sharing History

Sparking Ideas

Building Brand Ethos

Encourage Inspiration & Aspiration

Provide Ideas for Product Use

Go Behind the Scenes

Align Your Brand with Users’ Lives

Drive Traffic to Web Content

Sell Things!

Can’t Set It & Forget It

Photo via Flickr user shioshvill

Better Fit for Certain Sectors

‣ Lifestyle — Food, Travel, Sports, Pets

‣ Design-Focused — Architecture, Interior design,

Industrial design, Technology

‣ Event-Driven — Weddings, Entertaining, Seasonal

‣ Apparel — Men’s, Women’s, Kids; High Fashion to

Sportswear; Accessories

‣ Media/Publishing — TV Shows, Magazines, Websites

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Things to Remember About Pinterest

The Mechanics of Pinning

Photo via Flickr user tkksummers

Photo via Flickr user Los Amigos Del Fuego

Pinterest Legal Issues

‣ Pinterest has a notification system that enables

copyright holders to request content be removed

‣ A “nopin” HTML tag was released by Pinterest to allow

copyright holders to block pinning actions

‣ Digital Millennium Copyright Act protects Pinterest but

not you

‣ Added automatic attribution for content from YouTube,

Flickr, Behance, & Vimeo

10 Most Followed Companies‣ Perfect Palette

‣ Real Simple

‣ The Beauty Department

‣ HGTV

‣ Apartment Therapy

‣ Kate Spade New York

‣ Better Homes & Gardens

‣ Whole Foods

‣ West Elm

‣ MashableSource: Mashable

Measurement

‣ Engagement data — Total number of followers

‣ Sharing data — Repins from others

‣ Referring links on site

‣ Sales — direct or indirect

Pinterest Reminders

‣ You can tag other users using the @ symbol

‣ Include keywords in pin descriptions (SEO)

‣ Watch your signal-to-noise ratio — make sure you’re

sharing others’ content too

‣ Embed ‘Pin It’ buttons on your content — both editorial

and product pages

‣ Must have quality photos — stakes are raised

Pinterest Progress

Which Brands Do You Pin?

nick westergaard | branddrivendigital.com | summer–fall 2013

BRAND DRIVEN digital

nick westergaard | branddrivendigital.com | 2014

BRAND DRIVEN digital

nick westergaard | branddrivendigital.com | 2014

BRAND DRIVEN digital

Questions?blog: branddrivendigital.com podcast: worktalkshow.comtwitter: @nickwestergaard