There is true value in the Pinterest platform. It is already changing the online social mix and some marketing programs entirely. This introductory presentation gives a excusive overview of Pinterest and how it can assist your company's overall marketing strategy.
3. Agenda
• Overview
• Timeline History
• The Average User Experience
• Marketing Opportunities – Why is Pinterest so crucial for your brand?
• Big Business – How are large companies utilizing the social space?
• The Legal Deal – Concerns about Copyright Infringement
• How to track your websites content on Pinterest
• Agency Reach – Why should agencies get involved on Pinterest?
• Agency Strategy
• Closing thoughts and Demo
4. Overview
• What is Pinterest and how do I use it?
– Pinterest rhymes with interest, wink
– It is essentially a categorical collage
for adults
• What is a Pin?
– Everything and anything
– A visual representation of a thought,
idea, concept, or simply a beautiful
How to get started: photo
1. Sign up
• What is a PinBoard?
2. Add the Pin It button to the
bookmarks bar of your browser – You can call it a digital bulletin board
3. Start pinning by either finding pins • I.e. a board for cars, recipes, cute
yourself (ie: browse the internet) or animals, etc.
explore Pinterest using the search
button to find what others have – Like a bookmarked reminder
already pinned
5. Timeline History
• Ben Silbermann and Evan Sharp created a website designed for visual collections.
Nov 2009 • Ben’s fiancée came up with the name “Pinterest.”
• “Closed Beta” launched
Mar 2010
• Named one of TIME Magazine’s “50 Best Websites of 2011”
Aug 2011
• Received $27m in funding from Andreessen Horowitz
Oct 2011 • Sets company value to $200m
• Launched as one of Facebook’s first Open Graph Timeline apps
Jan 2012 • Named best New Startup of 2011 by TechCrunch
• Officially drove more traffic to retailers than LinkedIn, YouTube and Google+
Feb 2012
• Valued between $1 - $1.5bn following a $100m round of funding
May 2012
7. According to Marketing Mag:
Marketing Opportunities “Brands using Pinterest to drive
traffic to ecommerce sites are
• Pinterest drives traffic to your site reaping the rewards, with the one-
year-old social network already
– Especially good for: driving more revenue per click than
• E-commerce sites Facebook and Twitter”
• Drives purchase intent by converting Pinterest
clicks into dollars in the Gift section
• blogs
– How it drives referral traffic?
• By adding the pin-it button of course!
• Pin-to-win contests
• Why would brands want to target people
on Pinterest?
– It contains a highly concentrated group of
evangalists/ early adopters/ buyers/ and
whatever else a brand could hope for
• Good for businesses with a traffic-based
model
8. Big Business – How are they doing it?
• Learn what appeals to Pinterest users
• Take advantage of popular categories
• Be visual
Here are ten brands who have drawn in loads of
fans with Pinterest according to Online MBA:
1. Whole Foods 6. Random House Books
2. Mashable 7. Southwest Airlines
3. Nordstrom 8. GE
4. Benjamin Moore 9. Major League Baseball
5. The Weather Channel 10. Wall Street Journal
9. The Legal Deal…
• Photographers, stock image providers and
others are stating their concern over their
copyrighted content being sourced by non-
owners
• On Flickr, only content that is deemed 'safe,'
'public' and has the sharing button enabled
can be pinned to Pinterest
• Pinterest measures:
– Take down policy
– Protection via the Digital Millennium Copyright
Act (DMCA).
• Beware of brand squatting
– Regular people can grab your name with good/bad
intentions
– Suggestion: Grab your name anyway, whether you
use it or not
10. How to Track Your Websites Content
4 ways to measure Pinterest using Google Analytics
Referral Reports
Measuring is critical. One way to do it
Go to Traffic Sources > Sources >
is to use Google Analytics on your
Referrals report
website. There, you can see how
Custom Reports much of your traffic is coming from
Pinterest. And if you’re actually
Lets you get down to the specifics. selling things on Pinterest you can
Dashboards measure that directly.
You can add all the information you need to
see on a regular basis just by adding widgets
to your dashboard.
Multi-Channel Funnels
Pinterest primarily drives awareness of your
brand/product/site, but people come back
later to convert.
11. Other Ways to Track Influence and Analytics
• http://www.pinreach.com/ - demo
• http://www.pinerly.com/ - waiting list
• SEO: Pinterest can help build valuable backlinks
– A backlink is created no matter what to the originating source
– The more backlinks, the better chances your site will get
ranked higher in search engine results
– When users re-pin, each time this creates a new backlink
• Imagine if your content went viral?
12. Agency Reach
Why should an agency join Pinterest?
• Establishing brand recognition
• You’re reaching out to more people online
• Connecting to target markets
• Generating more links if pinned off of your own website
– Thus driving more traffic to the site
• Potential for leads to come through
– Ability to pin a landing page perhaps
• Example of one of the “first” Agencies to join Pinterest according to
fuelingnewbusiness.com: http://pinterest.com/weareholler/
13. Agency / Brand Strategy
• Goal What is the implementation goal? What can Pinterest provide the brand that is not offered
elsewhere across the Web?
• Editorial Team Who will participate in decision making for the platform and brainstorm board and pin
topics? How often will the Editorial Team meet?
• Audience Who are you trying to reach? (Demographics, psychographics)
• Voice/Tone What is the personality you intend to portray? (Funny, serious, friendly, informative)
• Content Strategy What boards will you create and what are the pins that best suit each board? (The
number of boards and pins on each)
• Contribution Allocation Who will contribute to each board? (Just the brand or will other people have
rights to add pins and collaborate?)
• Pin Recommendation & Approval Who will find, produce and recommend pins? Who will approve the
pins prior to uploading?
• Community Managers Who will monitor the page?
• Pinning Calendar When will you post the boards and pins? (Timing and frequency)
• Moderation Schedule How often will boards be monitored? How often will the community manager
respond to comments?
• Response What will you do if a user comments on a pin?
• Follow Strategy Which user accounts will you follow to start? What is your ongoing strategy for following
users?
• Emergency Plan How will you react if there is a negative response to a pin or board?
• Launch Plan How will you bring people to your page? (Other social channels, .com sites, in-store
promotions, QR codes, email)
14. Closing Thoughts and Demo
• There is real value in the
platform
• It is changing the social
mix and almost entire
marketing programs
• What’s the risk? – Nada!
