Case studies and best practices for creating marketing campaigns on Pinterest and Twitter with tools for managing content on both platforms

1. Making Connections
Bringing Your Brand to Life on Pinterest and Twitter

2. Pinterest
Connecting with Consumers, One Image at a Time

3. How do
you use
Pinterest?

4. Pinterest Campaign Best Practices
» Pinterest is inherently visual; be
sure you can play to its strengths
» Understand your audience
» Fit in with the way they
use Pinterest
» Keep it simple
» Leverage relationships
and influencers
» Market your Pinterest campaign
» Leverage the campaign after it’s
over for additional earned media

5. Country LivingDream Bedroom Pinterest Contest

6. My Country Living Dream Bedroom
» Premise:
» Create a new board titled “My Country
Living Dream Bedroom” and pin ten
images including five from
CountryLiving.com
» Encouraged participant creativity
» Played in the consumer’s space
» Didn’t stifle engagement by
requiring too many pins
» Results: ~200 boards created

7. HP SpectreXT
Pin Your Style Pinterest Contest

8. HP + Intel + Project
Runway Pin Your Style
» Premise:
» Create chic boards inspired by weekly
themes, and vote for your favorites
to win stylish HP products.
» Unobtrusive: only asked participants
to pin one HP product per board
» Registration = Consumer Data
» Partnered with other big brands
» Partnered with prominent pinners

9. KotexInspiration Day Pinterest Campaign

10. Kotex Inspiration Day

11. Kotex Inspiration Day
» Premise:
» Kotex created personalized gifts for
fifty inspirational women on Pinterest
based on their pins
» Tapped the underlying zeitgeist of
Pinteresting — personal interests
» Created unique ‘ownable’ content
» Garnered 100% participation
» Generated over 600,000 impressions

12. Peugeot
Panama
Jigsaw Puzzle Pinterest Contest

13. Peugeot Panama Jigsaw Puzzle

14. Peugeot Panama
Jigsaw Puzzle
» Premise:
» Find images on Peugeot’s Pinterest,
Facebook, etc., sites to complete a
Pinterest jigsaw puzzle
» Encouraged visitors to visit multiple
brand sites (cross-social promotion)
» Offered prizes as an incentive
» Garnered earned media through
promotion of the campaign

15. A few more best practices...
» Feature unique, owned content
» Post useful content such as guides & tutorials
» Be focused and specific:
Pets > Dogs > Cocker Spaniels >
» Use rich pins for places, products, recipes, etc.
» Use taller images for more repins
» Engage in the conversation by
commenting on other boards
» Link to and from your other
online properties
» Measure and iterate

16. A few ideas to get you started...
» Try pinning videos or
animated gifs
» Create “quote images”
» Share event photos
» Feature testimonials and
success stories
» Create a board dedicated
to your clients
» Make a “Meet the Team” board

17. Pinterest Tools to Consider
» Pinterest Analytics — Built-in analytics tool for verified websites (http://pinterest.com)
» Tailwind — Measure and track activity and reach (http:/tailwindapp.com/)
» Pin Alerts — Get alerts when someone pins from your site (http://pinalerts.com/)
» Piqora.com — Enterprise suite for Pinterest, Instagram & Tumblr (http://piqora.com/)
» ViralTag — Discover, optimize, schedule & analyze pins (http://viraltag.com)
» Pinstamatic — Create content for Pinterest (http://pinstamatic.com)
» Pinvolve — Sync Facebook and Pinterest (http://pinvolve.co)
» LoveList — iPhone app for pinning things by barcode scanning (http://lovelistapp.com)
» Pinalyzer — Pin and people suggestion tool (http://pinalyzer.com)

18. Twitter
Connecting with Consumers, 140 Characters at a Time

19. How do
you use
Twitter?

20. Twitter Campaign Best Practices
» Keep it simple—make the offer
worth the requirements
» Remember that consumers are
overwhelmed with options & offers —
why is yours compelling?
» Integrate across platforms if possible
» Leverage relationships
and influencers
» Market your Twitter campaign
» Leverage the campaign after it’s
over for additional earned media

21. MasterCard#PricelessSurprises Twitter Campaign

22. MasterCard #PricelessSurprises
» Premise:
» Building on their iconic Priceless
campaign, MasterCard is giving away
prizes to selected people who Tweet
#PricelessSurprises
» Multiple, tailored opportunities & prizes
to appeal to a wide audience (SXSW,
Opening Day, Justin Timberlake)
» Cross platform: Web, Instagram, Twitter
» Builds on MasterCard’s equity while
encouraging consumers to create
content for them

23. MasterCard #PricelessSurprises

24. MasterCard #PricelessSurprises @ SXSW
» Premise:
» Offered startups a chance to win a
#PricelessSurprise to help them
launch their big idea
» Partnership with Mashable in the
popular Mashable House
» Created a real-world experience with
a vending machine filled with prizes
that was activated by tweeting

25. American AirlinesTweet to Win 30K Miles Twitter Campaign

26. American Airlines Tweet to Win 30K Miles
» Premise:
» Register Aadvantage number on
microsite, tweet #Deal30 and follow
@Aadvantage to win 30,000 miles
» Part of a larger Deal 30 campaign
» Offered a significant incentive
» Results: 70% increase in followers;
18,000 visits to microsite from Twitter;
retweets increased 43%;
27,000 entries on Deal30 site

27. American Airlines Tweet to Win 30K Miles
Given a valuable enough incentive, users will complete several
registration steps for entry. The requirement to share a
specific tweet and hashtag to an entrants own social network
is what drove the success of this promotion, especially given
that it wasn't heavily supported by other media channels. In
the future, we'd probably require that users take fewer steps
for entry in order to increase the total number of entrants.
Including a specific and unique hashtag was essential for
tracking purposes.”
—Colin Alsheimer,
AAdvantage Community Manager
“

28. Oreo
Super Bowl Blackout
“Dunk in the Dark”
Real-time Tweet

29. Oreo Super Bowl “Dunk in the Dark” Tweet
» Premise:
» When the Superdome experienced a blackout
during Super Bowl XLVII Oreo’s social media
tweeted, “Power out? No problem. You can
still dunk in the dark.”
» The quick tweet was the result of a real-time
social media command center that included
key brand executives in the room
» Followed a 100-day campaign called “Daily
Twist” that tweeted in response items in the
news (e.g. Mars Rover landing)
» Results: 10,000+ retweets in the first hour;
525 million earned media impressions;
headlines in more than 100 countries

30. Oreo Super Bowl “Dunk in the Dark” Tweet
Oreo is a real-time brand, a real-time marketer, and we
are a part of our culture and the fabric of our
community. It is our objective to be as relevant today
as we were 100 years ago when we launched.”
— Lisa Mann
Vice President,
Mondelez International
“

31. StarbucksTweet A Coffee Twitter Campaign

32. Starbucks Tweet a Coffee
» Premise:
» Link your Starbucks card to your Twitter
account and you can tweet a $5 gift card
to a friend just be tweeting them and
@tweetacoffee
» Made Twitter transactional
» Enabled Starbucks to link more than
50,000 users Twitter ID + mobile number
+ credit card + customer ID
» Results: More than 27,000 fans used the
program in the first three months
resulting in $180,000 in sales

33. JELL-O
#FML Fun My Life
Twitter Campaign

34. JELL-O #FML Fun My Life Campaign
» Premise:
» JELL-O and agency, Crispin Porter + Bogusky
created the Fun My Life campaign to
“takeover” the common #FML hashtag
» JELL-O responded to selected #FML tweets
with a prize pack or message
» Responses were mixed
» Lessons:
» Anticipate negative response and how
you will respond
» Avoid sensitive topics
» Be selective in choosing posts
& users to engage

35. JELL-O #FML Fun My Life Campaign

36. A few more best practices...
» Do your research — listen &
observe before engaging
» Define your purpose & goals
» Be authentic
» Track, measure and iterate
» Use images and action words
to drive engagement
» Be strategic with hashtags >>
» Retweet your followers (carefully)

37. ...and a few more...
» Share timely news
» Provide useful information
» Go behind the scenes
» Use a URL shortner (e.g. bit.ly)
» Keep your tweets less than 115
characters to allow for retweets
» Use tools to help you get the
most out of Twitter

38. Twitter Tools to Consider
» Radian6 — Social media monitoring (http://jcg.im/1gOak8Y)
» HootSuite— Twitter management with analytics (https://hootsuite.com/)
» Bit.ly — URL shortner; can use custom domains (http://bit.ly)
» Buffer — schedule tweets; analytics, plugins for broswers & apps (https://bufferapp.com/)
» Little Bird — Influencer discovery & engagement (http://getlittlebird.com/)
» Commun.it — Twitter community management (http://commun.it/)
» ReFollow — Follower management & discovery (http://refollow.com/)
» Tweepi — Follower management (http://tweepi.com/)
» Tweriod — Find optimal times for tweeting to your followers (http://www.tweriod.com/)
» ClickToTweet — Create links with pre-written tweets (http://clicktotweet.com/)
» Givver — Charitable giving through Twitter (https://givver.com/)

39. Making Connections
Bringing Your Brand to Life on Twitter and PinterestThank you!