SlideShare ist ein Scribd-Unternehmen logo
1 von 40
Downloaden Sie, um offline zu lesen
   iBooks Author
C HAPTER 1



Introduction
to Pinterest

Social media marketing has been stuck in
a rut. If you are an active participant you
can probably relate. The attempts at inno-
vative new networks (ahem...Google+)
are uninspiring and the tried and true net-
works are losing their luster. Even the
most active businesses on Facebook and
Twitter are struggling to increase their
fans and following. It’s time for some-
thing new.



                                       iBooks Author
S ECTION 1

Perk Up With Pinterest



 U SAGE S TATS

 1. Pinterest currently reports 10.4 million users
 2. 97% of Pinterest users are female
 3. Unique visitors to the site increased by 429%
    in Q4 of 2011
 4. Pinterest accounts for 3.6% of referral traffic
 5. The average Pinterest user spends 1 hour 17
    minutes on the site each month
     1. Twitter: 36 minutes/month
     2. LinkedIn: 17 minutes/month
                                                            The Pinterest craze is sweeping the Internet at an alarming
     3. Google+: 6 minutes/month                            rate. Not only are new subscribers piling up by the millions,
                                                            users are spending an astronomical amount of time on the
                                                            site. A recent stat showed that Pinterest generates more
                                                            monthly usage than Twitter, LinkedIn, and Google + com-
                                                            bined!

                                                                                                                            2




                                                     iBooks Author
A DDICTION                                                          Believe it or not, Facebook Addiction Disorder (FAD) is a real
                                                                    affliction that many people suffer from, according to US psy-
If you’ve seen a social pin board, then you probably know why       chologists. Facebook is one of the few social networks that gen-
Pinterest’s stats are so high. Pinterest is incredibly addicting.   erates more usage than Pinterest, weighing in at a whopping 6
The beautiful display of images on your screen is captivating       hours 33 minutes a month for the average user. However, the
and full of endless ideas. As long as you keep scrolling, the       addictive nature of Pinterest, combined with the growing
ideas keep coming. Ideas for anything: recipes, books, decorat-     popularity and increase in content, could result in an uptick in
ing, DIY projects, clothing, inspirational quotes, and so on.       usage and a diagnosable disease of its own.
You can see how one could easily get sucked in to the “Pinter-
est Portal.”




                                                                                                                                  3




                                                            iBooks Author
T HE P INTEREST M OVEMENT                                             And then there’s Juxtapost, which is extremely similar to Pin-
                                                                      terest but with a few small differences. Like Pinterest, Juxta-
They say imitation is the sincerest form of flattery. If that’s the   post “lets you view all your favorite things, side-by-side” with
case, Pinterest must be blushing pretty hard right now. Not           the pin board layout. One key difference with Juxtapost is that
only are many websites stealing the Pinterest “signature pin          you have the option to make your boards private. Pinterest
board look,” but there have already been several competitor           does not currently offer this option. Overall, the premise is the
networks cropping up. Gentlemint, for example, is essentially         same; collect things you see on the web and share them with
Pinterest for guys. Claiming to be “a mint of manly things,”          your friends.
Gentlemint is identical to Pinterest in terms of functionality,
but with a predominately male target audience.


    I NTERACTIVE 1.1 Gentlemint                                            I NTERACTIVE 1.2 Juxtapost

                                                                                                             Pinboard
                                Pin board Layout




                                                                                      Comments


    Male-specific content




                                                                                                                                      4




                                                               iBooks Author
The clean layout and simple concept of Pinterest is what
makes the site so appealing, to both competitors and users.
You may recall a similar movement a few years back when so-
cial networks like Facebook, MySpace, and Friendster battled
it out for a position on top of the social network podium. Only
time will tell which network will win this pin board battle but
right now Pinterest is way ahead of the game.




                                                                             5




                                                            iBooks Author
S ECTION 2

Pinterest Defined




P INTEREST D EFINED

For those of you who haven’t yet had a chance to explore Pin-
terest and are sitting there with eyes glazed over, let’s rewind
and start from the beginning. In the words of the maker, “Pin-
terest is a virtual pin board that lets you organize and share
the beautiful things you find on the web.”

Imagine you are browsing the web for a new recipe to try for
dinner tonight. In the process, you come across all kinds of in-
triguing recipes. Of course you can only choose one to make
tonight, so you “pin” all of the recipes to your “recipes” pin
board on Pinterest, and revisit them when you’re ready. This
same strategy can be applied for anything on the web. Find a
cool DIY project, pin it to your boards! Looking to buy a new
coat? Pin your favorite options and compare them all side by
side from your Pinterest board.



                                                                             6




                                                            iBooks Author
S ECTION 3
                                                            H OW IT W ORKS
How it Works                                                Pinterest is like a virtual magazine full of all kinds of images
                                                            and videos. When a Pinterest user sees something they like
                                                            and want to save, they “pin” it to one of their own pin boards.
                                                             A pin board is like a virtual bulletin board or folder. Each im-
                                                            age or video links back to the original website from which it
                                                            was taken so users can get back to the source if necessary. You
                                                            can’t really obtain a lot of information from a thumbnail im-
 H OW IT W ORKS                                             age. So when you see a pin of a recipe that you want to know
                                                            more about, simply click twice on the pin to go directly to the
 1. Set up your pin boards
                                                            website where the recipe lives.
 2. Pins link back to the original site from which
                                                            The social aspect of Pinterest comes into play when you start
    the image was taken
                                                            following people and sharing your pins with your friends.
 3. Users Pin content from the internet to their            There are two ways to pin items to your board:
    boards                                                  1.   Repin something that someone else has already pinned
 4. Users Repin their friends’ pins to their boards
                                                            2.   Install the “Pin It” button on your web browser and Pin
 5. Users can “like” and comment on Pins                         images you find on the Internet

                                                            When you’re first starting out on Pinterest, set up a handful of
                                                            board categories to focus on. As you progress and find more
                                                            content to Pin, you can break your boards up into more spe-
                                                            cific, narrowly-defined categories.

                                                            Much like Facebook, users can “like” and comment on any
                                                            Pin. Social media is all about interacting with your customers,
                                                            so it’s important to respond to comments on your Pins.

                                                                                                                            7




                                                     iBooks Author
R EPIN                                                              After you click the “Repin” button, you will be able to specify
                                                                    which board you want to pin the item to and write your own
Pinterest has a feed that shows you pins from the people you        description of the pin.
follow. You can also view other people’s boards, just as you
might view someone’s Facebook profile or page. When you
find a pin on your friend’s board that you like, click “Repin” to
pin the image to your own board.




  I NTERACTIVE 1.3 Repin Example


                                        See Something You
                                        Like?




                                                                                                                                      8




                                                             iBooks Author
P IN I T                                                          If there are multiple pin-able items on the page, you will be
                                                                  asked to select which item you meant to pin.
When you create your Pinterest account, one of the first
things you should do is add the “Pin It” button to the book-
marks bar in your web browser. Pinterest does a great job ex-
plaining how to do this on their website. Once you have the
button installed, you can pin anything you find on the web
that has an image associated with it.

When you find something, say a recipe, you want to pin, click
on the “Pin It” button that you installed in your web browser.
                                                                  Make your selection, provide a brief description of what it is
                                                                  you are pinning, and choose which board you want to pin the
  I NTERACTIVE 1.4 Pin It Example                                 item to.




                                  Pin It Button




                                                                                                                                   9




                                                           iBooks Author
C HAPTER 2



How to Use
Pinterest for
Marketing
So Pinterest is obviously a hit with con-
sumers and it seems to provide signifi-
cant value to its users, but what does this
have to do with marketing your business?
Like most of the social networks out
there, Pinterest was not created with mar-
keting in mind. But where there’s a cap-
tive audience, you can bet there’s an ea-
ger marketer just around the corner find-
ing a way to take center stage.



                                        iBooks Author
T HE B ENEFITS OF P INTEREST

Have you had your light bulb moment? Are the gears turning
fast and furious? For many businesses the value of such a so-
cial network is obvious and the possibilities are endless. For
other businesses, it may not be inherently clear how to best si-
phon the value out of Pinterest, but rest assured you’ll have
some solid ideas by the end of this book.

There are tons of benefits to incorporating Pinterest into your
marketing strategy, but here’s a list of a few of the big ones:

• Link-building to your website

• Viral marketing

• Market research

• Create a brand image

• Share company culture

• Connect with your customers




                                                                             11




                                                            iBooks Author
S ECTION 1                          G ET S TARTED

Get Started                         Request an Invite

                                    Getting started on Pinterest is relatively simple. Since the net-
                                    work is still in beta, you must first request an invitation from
                                    Pinterest. You should receive an email with an invitation a few
                                    days after you place your request. Or if you know someone on
                                    Pinterest, ask them to send you an invite.

 G ET S TARTED                      Set up Your Profile

 1. Request an Invite               There isn’t currently a separate business profile for Pinterest
                                    users. All profiles feature a profile picture, about section, link
 2. Set up Your Profile             to your website, and of course, your boards. Fill in your profile
                                    as completely as you can, using a clear image of your logo and
 3. Add the Buttons
                                    a clever spiel about your business.
 4. Create Your Boards
                                    Add the Buttons
 5. Promote
                                    There are two Pinterest buttons to incorporate into your web-
                                    site or blog. Incorporating the buttons into your website is sim-
                                    ply a matter of copying and pasting a couple of lines of code
                                    into your website’s content management system. Once again,
                                    the HTML code for these buttons is provided by Pinterest.




                                    The “Follow Me on Pinterest” button should be added next to
                                    your Facebook “Like Us” button and your Twitter “Follow Us”
                                    button in your website.

                                                                                                    12




                             iBooks Author
The “Pin It” button should be added next to anything that is      Technical tip: Be sure to use high resolution pictures when
“pin-able” on your website. That means blog posts, portfolio      pinning your own content. Thumbnail pictures are limited to
pieces, and especially items for sale.                            192 pixels. Choose high quality pictures so that users can
                                                                  clearly make out your pins.

                                                                  Promote

                                                                  Pinterest is inherently viral in nature, meaning if you pin
                                                                  something that people really like, it won’t take long for that
                                                                  pin to gain a lot of exposure. That being said, having a lot of
                                                                  followers ensures that your pins spread like wild fire. Gaining
                                                                  followers on Pinterest is much like gaining fans on Facebook
                                                                  and followers on Twitter. It takes time and requires your ac-
Create Your Boards
                                                                  tive participation.
Now it’s time for the fun part! Before you go and spread the
                                                                  To start off, you can try to gain followers by promoting your
word about your new Pinterest profile, make sure your boards
                                                                  Pinterest profile on other social networks. Leverage your estab-
are populated with lots of pins. Pick a few categories to focus
                                                                  lished fan base to spread the word. Encourage Facebook fans
on and as you have more time you can always expand. Make
                                                                  and Twitter followers to check out your boards. You can share
sure to have a nice balance of promotional and non-
                                                                  new Pins with Facebook fans by checking the “Facebook” box
promotional boards. You don’t want all of your boards to con-
                                                                  before you Pin something.
tain pins of your company’s products or portfolio pieces. Cre-
ate a few boards dedicated to business-specific content and
then get creative with the rest.

For example, if your business is a restaurant, create one board
with recipes that you think your patrons might like to try mak-
ing themselves. Dedicate another board to useful kitchen
tools. You see how easy it is to branch out and get creative
with Pinterest?


                                                                                                                                13




                                                           iBooks Author
C HAPTER 3



Pinterest
Tips & Tricks

Ready to become a Pinterest Power
User?! If you’ve been zoning out up until
now because you already know how to
use Pinterest, grab yourself a cup of cof-
fee and get comfortable because you’re
going to want to pay attention. Starting,
now. These tips and tricks separate the
leisure Pinners from the pros and the con-
sumer Pinners from the cut-throat mar-
keters.



                                      iBooks Author
S ECTION 1                          P INTEREST C ONTESTS

Hold a Contest                      Contests are always great for getting your followers involved
                                    and for attracting new followers on the social networks. As
                                    with any contest held on a social network, it’s important to
                                    consult the contest rules and terms of use. Write out the de-
                                    tails of the contest on your website, blog or Facebook page,
                                    not on your Pinterest profile. Pinterest doesn’t give you very
                                    much room for verbiage, plus this is a good way to spread the
                                    word about the contest.
 H OLD A C ONTEST
                                    Technical Tip: You can allow any follower to pin to your
                                    boards. For more interactive contests, set up a board desig-
  1.   Pin it to Win it
                                    nated to the contest, and grant your followers the ability to
  2.   Caption Contest              pin to that board.

  3.   Repin Contest                1.   Select the board you want to allow users to contribute to

  4.   Photo Contest                2.   At the top of the board click the “Edit Board” button

                                    3.   You will be asked, “Who can Pin?” Select “Me + Contribu-
                                         tors”




                                                                                                    15




                             iBooks Author
P IN IT TO W IN IT                                                   C APTION C ONTEST

There are a couple of different ways to hold contests on Pinter-     People love to give their two cents. Pin a funny picture and ask
est. One of our favorites is the “Pin it to Win it” contest put on   people to add a caption to the picture. Try to incorporate your
by children's furniture and decor retailer, Rosenberry Rooms.        product or services.You decide what the funniest caption is
                                                                     and reward the winner with a prize.
Contestants have to create a pinboard containing their dream
kid’s room or nursery using Rosenberry Rooms’ products. The          R E -P IN C ONTEST
winners receive products from their boards. This contest is
brilliant because it not only gets followers to interact with Ro-    The ease of entry into the re-pin contest is particularly appeal-
senberry Rooms on Pinterest, but it also gives people a reason       ing to users and it’s a good way to spread content fast. Desig-
to spend lots of time looking at their products and sharing          nate a board that followers can contribute to. Ask followers to
their products with friends.                                         pin their favorite product offered by your company to the
                                                                     board. Whoever has the pin with the most re-pins wins the
                                                                     contest.

                                                                     P HOTO C ONTEST

                                                                     The photo contest is an oldie but a goodie in the realm of so-
                                                                     cial media contests. Ask followers to pin a picture based
                                                                     around a theme to one of your boards. For example, a Photog-
                                                                     rapher could hold a “Cute Baby Contest” and have people pin
                                                                     a picture of their baby to the board. Ask people to vote on
                                                                     their favorite baby picture by “liking” the pin.




                                                                                                                                    16




                                                             iBooks Author
S ECTION 2                                      Although there is not an e-commerce component built in to
                                                Pinterest, there are some tricks to help facilitate the transition
Drive E-Commerce Sales                          from the network to your website. If used correctly, Pinterest
                                                can basically act as your virtual store front. Pinterest allows
                                                you to display items by category, shed light on new product
                                                lines, and even price items.

                                                P RICE Y OUR P RODUCTS

                                                Make it known that your pins represent products that are for
  C USTOMIZATION I DEAS                         sale by including the price of the item in the description of the
                                                pin. Anytime there is a dollar sign in the pin description, the
  1. Price Your Products
                                                pin is flagged with a price tag and automatically gets catego-
  2. New Product Promotion                      rized in the “Gifts” section of Pinterest.

  3. Categorize Your Boards                     Tech Tip: When pinning a product that you want to include a
                                                price tag, highlight the description of the item along with the
  4. Pinterest Exclusive Promotions
                                                price before clicking the “Pin It” button. The highlighted text
                                                will automatically appear in the pin’s description.




                                                                                                                17




                                         iBooks Author
S HOWCASE N EW P RODUCTS
 I NTERACTIVE 3.1 Pricing Your Products
                                                                Pinterest provides you with a
                                                                lovely electronic display case
                                                                from which you can showcase
                                   Description                  new products in an aestheti-
                                                                cally pleasing way. Create a
                                                                separate board specifically
                                                                for your newest product line.
                                                                And don’t forget to include
                                                                price tags!

                                                                C ATEGORIZE Y OUR
         Price Tag
                                                                B OARDS

                                                                As you become more in-
                                                                volved with Pinterest, break
                                                                down your boards into more
                                                                specific categories. For exam-
P INTEREST E XCLUSIVE P ROMOTION                                ple, a retailer could start out
                                                                with a board dedicated to
Reward your followers on Pinterest by offering them exclusive   “Women’s Apparel,” and
promotions. Offer Pinterest followers a discount on one of      eventually break that board
your most popular products. Or, you could offer a new prod-     into smaller more specific
uct exclusively to your Pinterest followers.                    categories. Other categories
                                                                could include “women’s acces-
Tech Tip: Install the “Follow Me on Pinterest” button on your
                                                                sories,” “women’s tops,”
blog or website. Encourage your website visitors to click the
                                                                “women’s bottoms,”
button to follow your boards and become eligible to receive
                                                                “dresses” and so on.
the exclusive Pinterest promotion.

                                                                                                  18




                                                         iBooks Author
S ECTION 3                                     Okay so obviously Pinterest is a hit with retailers, but what
                                               about those businesses without a tangible product to show-
Unique Uses for Pinterest                      case? There’s still a place for those businesses on Pinterest, it
                                               just takes a little bit more creativity. Think outside the box
                                               and beyond the four walls of your office. Consider your cus-
                                               tomer base and the things they like. Think about the people
                                               that make up your business and the type of culture your busi-
                                               ness embodies. Brand name recognition may be the thing that
                                               draws followers to your Pinterest profile, but these creative,
  U NIQUE U SES FOR P INTEREST                 non-business related boards will be your ticket to entertaining
                                               and retaining followers.
  1. Electronic Portfolio
                                               E LECTRONIC P ORTFOLIO
  2. Show Company Culture
                                               For designers, artists, and stylists, Pinterest is a dream come
  3. Market Research                           true. It’s a great way to showcase your work and promote your
  4. Drive Traffic to Your Website             business. For example, ThreeOwl Photography has created a
                                               board for each type of photography package they provide, in-
                                               cluding senior portraits, landscape photography, and kids pic-
                                               tures. It gives people a feel for their style of photography and




                                                                                                              19




                                        iBooks Author
makes it easy for people to share their work with their follow-    Chances are, the people who are frequently pinning and Repin-
ers.                                                               ning your items are going to be your best customers. Follow
                                                                   these loyal Pinterest followers, study their boards, and con-
S HOW C OMPANY C ULTURE                                            duct your own Pinterest market research to find out what your
Businesses that don’t have a                                       customers like. Take that information and try to apply it to
tangible product or service                                        your own business.
to pin definitely want to pay                                      Repinning your followers’ pins is an easy way to interact with
attention to this one. You                                         your followers and makes them more excited about interact-
can use Pinterest to give fol-                                     ing with your brand.
lowers an inside look into
your company and give your                                         D RIVE T RAFFIC TO Y OUR W EBSITE
business a persona.
                                                                   Your activity on Pinterest helps drive traffic to your website.
If your company exudes a                                           Pins that link back to your website are passed around among
certain lifestyle or culture,                                      circles of friends and beyond. Anytime someone wants a
create boards that reflect                                         behind-the-scenes look at a pin, they must visit the website
that. For example, Anytime                                         the pin was originally taken from.
Fitness has boards set up for
                                                                   The more subtle way that Pinterest drives traffic to your web-
healthy recipes to promote a
                                                                   site is with SEO. The number of external links to your website
healthy lifestyle.
                                                                   has an impact on your search engine ranking. Each pin that
M ARKET R ESEARCH                                                  links back to your website counts as a link and improves your
                                                                   score.
Much like with Twitter, Pin-
terest allows you to follow                                        Tech tip: Always make sure that your pins include the URL
people back. It’s a good idea                                      of the web page your pin is coming from. As long as you pin
to follow a handful of your                                        items using the “Pin It” button from the original website, the
followers and pay attention                                        source link will be included in your pin. When users click
to their pins to get a feel for                                    twice on your pin, they will be taken directly to the web page
their tastes and preferences.                                      the pin was taken from.
                                                                                                                                 20




                                                            iBooks Author
S ECTION 4                                                 The beauty of social media marketing is that it allows you to
                                                           actually interact with your fans. It allows you to get your mes-
Interact                                                   sage across without irritating the consumer. Consumers actu-
                                                           ally want to see what you’re up to on Facebook and it’s fun for
                                                           them to contribute to your boards on Pinterest. As a marketer,
                                                           you should embrace this unique opportunity to interact with
                                                           your customer base and encourage participation any way pos-
                                                           sible.

                                                           F OLLOWER B OARDS
 H OW TO F OSTER I NTERACTION
                                                           Creating specific boards that followers can contribute to is a
 1. Follower Boards
                                                           great way to encourage followers to interact with you on Pin-
 2. Respond to Comments                                    terest. You can grant any follower the ability to pin to your
                                                           boards. For example, Drake University has a board called,
 3. Integrate Pinterest into Other Social Networks         “Pin Your Pride,” which al-
 4. Incorporate a QR Code                                  lows alumni to pin pictures
                                                           of themselves wearing
                                                           their school apparel. Any
                                                           business could follow this
                                                           concept and encourage fol-
                                                           lowers to pin pictures of
                                                           themselves using their fa-
                                                           vorite product of yours to
                                                           the board.




                                                                                                                         21




                                                    iBooks Author
There are tons of clever ways to recruit Pinterest followers by
                                                                   leveraging your followers on other social networks:

                                                                   • Share your boards with your Facebook fans

                                                                   • Let Twitter followers and Facebook fans know that you now
                                                                     have a profile on Pinterest

                                                                   • Use Facebook Ads to promote your Pinterest contest




R ESPOND TO C OMMENTS                                              I NCORPORATE THE QR C ODE
Another easy way to interact with followers on Pinterest is to
                                                                   Have you incorporated the QR code into your marketing strat-
respond to the comments people leave on your pins. Just as
                                                                   egy yet? Take it a step further
you would respond to comments on your Facebook wall or
                                                                   and think of creative ways to
Twitter, it’s important to respond so that followers know you
                                                                   incorporate QR codes into
care.
                                                                   your Pins. When Pinterest fol-
I NTEGRATE I NTO O THER S OCIAL N ETWORKS                          lowers scan your codes you
                                                                   can direct them to a landing
We mentioned the importance of promoting your presence on          page where they can retrieve a
Pinterest on your other social networks in Chapter 2. The          coupon, make a reservation,
more followers you have on Pinterest, the quicker your pins        or enter a contest.
will spread and the more traffic will be drawn to your website.



                                                                                                                                 22




                                                            iBooks Author
C HAPTER 4



Businesses
Leading the
Way
It hasn’t taken long for businesses to find
interesting and innovative ways to make
use of Pinterest for marketing. Busi-
nesses of all shapes and sizes: B2B, B2C,
service-based, retail...you name an indus-
try, you can bet there’s an example on
Pinterest. Sometimes all it takes to spark
an idea is an inspiring example. So to get
the gears turning, here are a few exam-
ples of companies getting creative with
Pinterest.



                                        iBooks Author
R ETAIL

Burberry

The British designer clothing brand, Burberry has found tons
of great uses for Pinterest. They have boards for different prod-
uct lines, celebrities wearing Burberry, Burberry magazine cov-
ers, and even Burberry weather.

Rosenberry Rooms

Rosenberry Rooms is a retailer of children’s room furniture
and decor, and happens to be a Pinterest rock star. They have
already made an appearance in the book (see chapter 3) for
their great contest idea, but beyond that, Rosenberry Rooms
has come up with an infinite list of ideas of things to pin. They
have boards dedicated to different room themes, DIY projects,
organization, baby shower ideas, and a board targeted specifi-
cally at fashionable moms.

• New product offerings

• Gift IdeasStyle tips

• Celebrities endorsements

• Collections or product lines

• Lifestyle




                                                                              24




                                                             iBooks Author
A UTOMOTIVE

Volkswagen

There is so much room for creativity for the auto industry on
Pinterest. Volkswagen is just getting started on Pinterest and
has populated a few boards on their profile. Volkswagen has
created boards to show off their vehicle models, participation
in auto shows, and fan photos, featuring pictures of their
happy customers with their VW.

Many people choose a vehicle based on lifestyle preferences
and what stage they are at in life. Going forward, VW could
break up their boards into categories based on the target
driver for each car. For example, they could create a board
with vehicle options for moms and a board filled with vehicles
for new drivers. They could also branch out to include boards
showing the type of lifestyle VW owners lead.

• Display vehicles

• Lifestyle

• Consumer boards

• Going places

• Clever commercials




                                                                            25




                                                           iBooks Author
R ESTAURANTS

Panera Bread

The chain restaurant, Panera Bread has established itself on
Pinterest with a wide array of boards dedicated to different        G ALLERY 4.1 Panera on Pinterest
menu items, recipes, kitchen tips, seasonal offerings, and their
involvement in the community. Panera’s image portrays a
business focused on health and well-being, so they have a
board dedicated to inspirational quotes called “Make Today
Better” and one called “Everyday Oasis,” with pins of peaceful
and calming spots to enjoy coffee and relax.

• Seasonal foods

• Recipes

• Menu items

• Products for the kitchen

• Kitchen tips
                                                                    Panera’s “Savor Good Food” board showcases recipes that
• Community involvement                                             feature Panera’s bakery items




                                                                                                                              26




                                                            iBooks Author
H OSPITALITY

Hotel Universo Lucca

The Tuscan hotel, Hotel Universo Lucca has found plenty of
creative ways to market their brand on Pinterest. Aside from
the obvious pictures of the hotel rooms, Hotel Universo has
dedicated boards to tourist attractions, events in the commu-       I NTERACTIVE 4.1 Hotel Universo Lucca on Pinterest
nity and events in the hotel, Tuscan cuisine, and a user gener-
ated board of pictures pinned by their followers.

	

   •	

   Hotel rooms

	

   •	

   Views from the hotel
                                                                                                       Activities in the Com-
	

   •	

   Things to do in the area                                                                  munity


	

   •	

   Favorite local restaurants

	

   •	

   Celebrity guests




                                                                     Company Culture                    Rooms




                                                                                                                                27




                                                            iBooks Author
E DUCATION

The Teaching Bank

The Teaching Bank, an open market place for teachers has
used Pinterest to share lesson plans. Their boards are broken
down by subject matter and grade level for teachers to easily
find appropriate curriculum. The Teaching Bank also features
a board with other teacher resources and one with blogs for
educators.

Drake University

In addition to the clever alumni board we mentioned in chap-
ter 3, Drake has found a number of different ways to market
the University with Pinterest. From study inspiration to dorm
room decor, to study abroad opportunities, Drake’s pin boards
cover everything.

• Lesson plans

• Study tips

• Educator resources

• Dorm room ideas

• Campus events

• School pride




                                                                           28




                                                          iBooks Author
H EALTH AND W ELLNESS

Anytime Fitness

Anytime Fitness is a gym franchise that uses Pinterest for
more than just workout ideas. They have boards dedicated to
health food, health blogs, inspirational quotes, and success sto-     G ALLERY 4.2 Anytime Fitness on Pinterest
ries. With a gym, not only can you promote the activity of exer-
cising, but also the whole “fit lifestyle” that goes along with it.

• Workout routines

• Yoga poses

• Healthy recipes

• Inspirational quotes

• Before and after shots

• Workout apparel




                                                                      The “Anytime Health Recipes” board features healthy reci-
                                                                      pes for customers to try at home.




                                                                                                                                  29




                                                              iBooks Author
P OLITICS

Ann Romney

Running for office is all about projecting an image of yourself
and letting people know what you stand for. Pinterest is a
great way to build your brand’s persona, and in the case of
politicians, we’re talking about your personal brand. Presiden-
tial candidate Mitt Romney’s wife, Ann Romney has recently
set up a Pinterest profile to help with the campaign. Mrs. Rom-
ney features boards for patriotic ideas, campaign updates, and
family life.

Think Progress

Think Progress is a political analysis website that sheds light
on political news. Think Progress isn’t afraid to call out candi-
dates for controversial behavior, and uses Pinterest to do just
that. For example, they have several boards dedicated to the
excessive spending of Presidential candidate, Mitt Romney.
They also feature a board with the candidates’ high school pic-
tures, and one board with political infographics.

• Political agendas

• Campaign schedule

• Patriotic ideas

• Family life

• Candidate comparisons

                                                                              30




                                                             iBooks Author
H OME I MPROVEMENT

Sherwin Williams

Pinterest is perfect for sharing DIY projects and ideas for the
home. Sherwin Williams has capitalized on that niche with
boards dedicated displaying different color schemes for differ-
ent rooms. There are several boards dedicated to kids paint
colors alone!

McKay Flooring

Flooring company, McKay Flooring uses Pinterest to display
their flooring products and to relate to followers on other
home-related topics. For example, they have a board featuring
different types of wood, one board for DIY projects, and an-
other board with ideas for the home.

• DIY Project ideas

• Room ideas

• Decorating tips

• Color schemes




                                                                            31




                                                           iBooks Author
P ROFESSIONAL S ERVICES

Taylor & Taylor Law Firm

It takes some pretty progressive lawyers to incorporate Pinter-
est into their marketing strategy already. The uses for Pinter-
est in the professional services industry may not be inherently       G ALLERY 4.3 Taylor & Taylor Law Firm on Pinterest
obvious, but Taylor & Taylor Law Firm has come up with
some pretty clever ideas for their boards. First of all, they give
you an inside look at the culture at their law firm, with staff
pictures, recommended books, and insightful quotes. They
also throw in a few fun boards that have nothing to do with
law, just to keep people entertained.

• Staff pictures

• Office ideas

• Recommended books

• How-to videos

• Company culture
                                                                      The board entitled, “Quoted” features the firm’s favorite
                                                                      quotes.




                                                                                                                                  32




                                                              iBooks Author
T HOUGHT L EADERSHIP

With Sympathy Gifts & Keepsakes

With Sympathy Gifts & Keepsakes is an online retailer of gifts
and keepsakes to help people console a grieving friend or fam-
ily member. But the business goes beyond the retail portion to
include advice advice on getting through the difficult time fol-
lowing the loss of a loved one.

With Sympathy Gifts & Keepsakes uses thought leadership to
market the business, and Pinterest is a great thought leader-
ship platform. With Sympathy Gifts and Keepsake’s Pinterest
profile includes boards with inspirational quotes, ideas for
starting family traditions and making memories.

• References

• Infographics

• Quotes

• Ideas for activities

• Events




                                                                             33




                                                            iBooks Author
B2B

KI Furniture

KI Furniture is debunking the myth that B2B businesses can’t
reach their target market on social networks. KI is a furniture
                                                                     G ALLERY 4.4 KI Furniture on Pinterest
manufacturer that distributes to education, corporate, health-
care, and government markets, and they have a flourishing
presence on Pinterest. KI has created boards to feature their
product lines, interior design inspiration, and ideas for the of-
fice. Their boards speak to their audience, even if that audi-
ence is made up of other corporations.

• Product lines

• Uses for products

• Industry references

• Inspiration



                                                                     The “Business Environments” board features KI’s office fur-
                                                                     niture line.




                                                                                                                               34




                                                             iBooks Author
F OOD

Chobani

Who knew that Greek yogurt could inspire so much creativity
on Pinterest? Chobani dove right into the Pinterest scene with
a prolific spread of inspiring pin boards. “Chobaniac Crea-
tions” showcases recipes that incorporate Chobani yogurt,
while “A Dollop’ll Do Ya” showcases ideas for substituting Cho-
bani for sour cream. There are also boards dedicated to nutri-
tion and fitness, which speaks to their health-conscious cus-
tomer base.

Gary Vaynerchuck

Gary Vaynerchuck, the founder of Wine Library TV has
started using Pinterest to market wine. Gary’s Wine board fea-
tures wine from his wine e-commerce site, Wine Library. Each
pin includes a price tag and links back to the website so peo-
ple can easily place an order in a couple clicks. Many of his
pins are “Pin and Win” contests where followers can re-pin for
a chance to win that particular wine. All of Gary’s pins gener-
ate a long chain of comments, which is a sign of a healthy, ac-
tive Pinterest presence.

• Recipes incorporating your product

• Product displays with pricing

• Give-away contests

• Kitchen products
                                                                            35




                                                           iBooks Author
C HAPTER 5



The Pinterest
Conflict

Although Pinterest is still in its infancy,
the social network has not been without
controversy and conflict. Every day you
can find a slew of new blogs addressing
the social network, with at least one arti-
cle pointing out flaws and potential mal-
feasance. Although we personally don’t
see these conflicts materializing into Pin-
terest show-stoppers, it is important to
know about them and stay informed.



                                        iBooks Author
T ERMS OF U SE                                                       bit of rhetoric surrounding Pinterest’s transparency on the
                                                                     topic. Either way, the network has to make money somehow
The conflict with Pinterest’s terms of use is derived from copy-     and it appears that Pinterest has chosen the least intrusive
right issues. In the terms of use, Pinterest states that you are     route possible.
only supposed to pin images that you own the rights to. Fur-
thermore, by pinning an image, you ultimately give Pinterest
the rights to do with that content what they wish. Now, for
businesses pinning images of their own products, this copy-
right issue is not a factor as long as you’re okay with other peo-
ple pinning your property.

Pinterest has since attempted to address these copyright is-
sues by providing a line of code that can be embedded into
websites in the event that the web site owner does not want
their content pinned.

Disclaimer: That being said, The MarketingSavant Group
does not claim to be an expert in the field of copyright law.
We encourage you to familiarize yourself with the terms of
use and consult your attorney with questions or concerns re-
garding your use of Pinterest.

H OW P INTEREST M AKES M ONEY

The other source of controversy with Pinterest is their model
for generating revenue. It has been brought to the attention of
the general public that Pinterest attaches affiliate links to pins
that link back to merchandise. When a user clicks on a pin
with an affiliate link that results in a purchase, Pinterest col-
lects a percentage of that sale. While this money making strat-
egy is common and completely legal, there seems to be quite a
                                                                                                                                    37




                                                              iBooks Author
C HAPTER 6



Get On Board
the Pinterest
Train


Anytime you start something new it’s im-
portant to start with a clear vision and a
solid plan of action. Hopefully this book
has sparked some ideas for using Pinter-
est to market your business, but be sure
to think it through before you dive right
in.



                                       iBooks Author
I.    Lay out your goals

      A. Drive website traffic

      B. Increase online sales

      C. Increase exposure

      D. Build awareness

II.   Have a clear direction

      A. Think about your target

      B. Plan out themes for your boards

III. Follow Through

      A. Keep up with your boards

      B. Promote your presence

      C. Interact



There are so many clever ideas for marketing your business on
Pinterest. Borrow some tried and true strategies that you see
other brands using, and try to come up with your own. Each
business is unique, so what works for one business may not go
over so well with another. Since you know your business bet-
ter than anyone, you will be able to come up with the best way
to showcase your brand on Pinterest.


                                                                           39




                                                          iBooks Author

Weitere ähnliche Inhalte

Mehr von Dana Vanden Heuvel

MarketingSavant Social Media Course Catalog - 2012
MarketingSavant Social Media Course Catalog - 2012MarketingSavant Social Media Course Catalog - 2012
MarketingSavant Social Media Course Catalog - 2012Dana Vanden Heuvel
 
Social Media Attitude Adjustment - NEW Arts Council
Social Media Attitude Adjustment - NEW Arts CouncilSocial Media Attitude Adjustment - NEW Arts Council
Social Media Attitude Adjustment - NEW Arts CouncilDana Vanden Heuvel
 
Seasonal Marketing: Prepping for the Next Wave so You’re Always One Step Ahead
Seasonal Marketing: Prepping for the Next Wave so You’re Always One Step AheadSeasonal Marketing: Prepping for the Next Wave so You’re Always One Step Ahead
Seasonal Marketing: Prepping for the Next Wave so You’re Always One Step AheadDana Vanden Heuvel
 
Speakership: Grow Your Career or Business Through Speaking and Thought Leader...
Speakership: Grow Your Career or Business Through Speaking and Thought Leader...Speakership: Grow Your Career or Business Through Speaking and Thought Leader...
Speakership: Grow Your Career or Business Through Speaking and Thought Leader...Dana Vanden Heuvel
 
Customer Twervice: Protect Your Reputation with Social Media Customer Service
Customer Twervice: Protect Your Reputation with Social Media Customer ServiceCustomer Twervice: Protect Your Reputation with Social Media Customer Service
Customer Twervice: Protect Your Reputation with Social Media Customer ServiceDana Vanden Heuvel
 
What Every School District Needs to Know About Social Media
What Every School District Needs to Know About Social MediaWhat Every School District Needs to Know About Social Media
What Every School District Needs to Know About Social MediaDana Vanden Heuvel
 
Marketing for Small Business - Packers Mentor-Protege Program Presentation
Marketing for Small Business - Packers Mentor-Protege Program PresentationMarketing for Small Business - Packers Mentor-Protege Program Presentation
Marketing for Small Business - Packers Mentor-Protege Program PresentationDana Vanden Heuvel
 
30 Social Media Ideas in 30 Minutes - Delivered at Chicago Booth
30 Social Media Ideas in 30 Minutes - Delivered at Chicago Booth30 Social Media Ideas in 30 Minutes - Delivered at Chicago Booth
30 Social Media Ideas in 30 Minutes - Delivered at Chicago BoothDana Vanden Heuvel
 
Leveraging the Power of Social Media for Trade Shows
Leveraging the Power of Social Media for Trade ShowsLeveraging the Power of Social Media for Trade Shows
Leveraging the Power of Social Media for Trade ShowsDana Vanden Heuvel
 
Social Media Strategy: The 12-Point Program for the Social Enterprise
Social Media Strategy: The 12-Point Program for the Social EnterpriseSocial Media Strategy: The 12-Point Program for the Social Enterprise
Social Media Strategy: The 12-Point Program for the Social EnterpriseDana Vanden Heuvel
 
Digital Centered Marketing - AMA Madison
Digital Centered Marketing - AMA MadisonDigital Centered Marketing - AMA Madison
Digital Centered Marketing - AMA MadisonDana Vanden Heuvel
 
Green Bay Business Expo 2011 - 12 Steps of Social Media Strategy
Green Bay Business Expo 2011 - 12 Steps of Social Media StrategyGreen Bay Business Expo 2011 - 12 Steps of Social Media Strategy
Green Bay Business Expo 2011 - 12 Steps of Social Media StrategyDana Vanden Heuvel
 
Social Media - Content and Marketing Tools of the Trade for 2011
Social Media - Content and Marketing Tools of the Trade for 2011Social Media - Content and Marketing Tools of the Trade for 2011
Social Media - Content and Marketing Tools of the Trade for 2011Dana Vanden Heuvel
 
7 Effective Facebook Pages YOU Can Create Right Now
7 Effective Facebook Pages YOU Can Create Right Now7 Effective Facebook Pages YOU Can Create Right Now
7 Effective Facebook Pages YOU Can Create Right NowDana Vanden Heuvel
 
Social Media Marketing for the National Bicycle Tour Directors Association (N...
Social Media Marketing for the National Bicycle Tour Directors Association (N...Social Media Marketing for the National Bicycle Tour Directors Association (N...
Social Media Marketing for the National Bicycle Tour Directors Association (N...Dana Vanden Heuvel
 
Social Media for Non-Profits - Green Bay Non-Profit Resource Group
Social Media for Non-Profits - Green Bay Non-Profit Resource GroupSocial Media for Non-Profits - Green Bay Non-Profit Resource Group
Social Media for Non-Profits - Green Bay Non-Profit Resource GroupDana Vanden Heuvel
 
How to Create and Promote Your Blog
How to Create and Promote Your BlogHow to Create and Promote Your Blog
How to Create and Promote Your BlogDana Vanden Heuvel
 
The Realities of Social Networking
The Realities of Social NetworkingThe Realities of Social Networking
The Realities of Social NetworkingDana Vanden Heuvel
 
Using Social Media to Connect With Your Customers Online
Using Social Media to Connect With Your Customers OnlineUsing Social Media to Connect With Your Customers Online
Using Social Media to Connect With Your Customers OnlineDana Vanden Heuvel
 

Mehr von Dana Vanden Heuvel (20)

MarketingSavant Social Media Course Catalog - 2012
MarketingSavant Social Media Course Catalog - 2012MarketingSavant Social Media Course Catalog - 2012
MarketingSavant Social Media Course Catalog - 2012
 
Social Media Attitude Adjustment - NEW Arts Council
Social Media Attitude Adjustment - NEW Arts CouncilSocial Media Attitude Adjustment - NEW Arts Council
Social Media Attitude Adjustment - NEW Arts Council
 
Seasonal Marketing: Prepping for the Next Wave so You’re Always One Step Ahead
Seasonal Marketing: Prepping for the Next Wave so You’re Always One Step AheadSeasonal Marketing: Prepping for the Next Wave so You’re Always One Step Ahead
Seasonal Marketing: Prepping for the Next Wave so You’re Always One Step Ahead
 
Speakership: Grow Your Career or Business Through Speaking and Thought Leader...
Speakership: Grow Your Career or Business Through Speaking and Thought Leader...Speakership: Grow Your Career or Business Through Speaking and Thought Leader...
Speakership: Grow Your Career or Business Through Speaking and Thought Leader...
 
Customer Twervice: Protect Your Reputation with Social Media Customer Service
Customer Twervice: Protect Your Reputation with Social Media Customer ServiceCustomer Twervice: Protect Your Reputation with Social Media Customer Service
Customer Twervice: Protect Your Reputation with Social Media Customer Service
 
What Every School District Needs to Know About Social Media
What Every School District Needs to Know About Social MediaWhat Every School District Needs to Know About Social Media
What Every School District Needs to Know About Social Media
 
Marketing for Small Business - Packers Mentor-Protege Program Presentation
Marketing for Small Business - Packers Mentor-Protege Program PresentationMarketing for Small Business - Packers Mentor-Protege Program Presentation
Marketing for Small Business - Packers Mentor-Protege Program Presentation
 
30 Social Media Ideas in 30 Minutes - Delivered at Chicago Booth
30 Social Media Ideas in 30 Minutes - Delivered at Chicago Booth30 Social Media Ideas in 30 Minutes - Delivered at Chicago Booth
30 Social Media Ideas in 30 Minutes - Delivered at Chicago Booth
 
Leveraging the Power of Social Media for Trade Shows
Leveraging the Power of Social Media for Trade ShowsLeveraging the Power of Social Media for Trade Shows
Leveraging the Power of Social Media for Trade Shows
 
Social Media Strategy: The 12-Point Program for the Social Enterprise
Social Media Strategy: The 12-Point Program for the Social EnterpriseSocial Media Strategy: The 12-Point Program for the Social Enterprise
Social Media Strategy: The 12-Point Program for the Social Enterprise
 
Digital Centered Marketing - AMA Madison
Digital Centered Marketing - AMA MadisonDigital Centered Marketing - AMA Madison
Digital Centered Marketing - AMA Madison
 
Green Bay Business Expo 2011 - 12 Steps of Social Media Strategy
Green Bay Business Expo 2011 - 12 Steps of Social Media StrategyGreen Bay Business Expo 2011 - 12 Steps of Social Media Strategy
Green Bay Business Expo 2011 - 12 Steps of Social Media Strategy
 
Social Media - Content and Marketing Tools of the Trade for 2011
Social Media - Content and Marketing Tools of the Trade for 2011Social Media - Content and Marketing Tools of the Trade for 2011
Social Media - Content and Marketing Tools of the Trade for 2011
 
7 Effective Facebook Pages YOU Can Create Right Now
7 Effective Facebook Pages YOU Can Create Right Now7 Effective Facebook Pages YOU Can Create Right Now
7 Effective Facebook Pages YOU Can Create Right Now
 
Social Media Marketing for the National Bicycle Tour Directors Association (N...
Social Media Marketing for the National Bicycle Tour Directors Association (N...Social Media Marketing for the National Bicycle Tour Directors Association (N...
Social Media Marketing for the National Bicycle Tour Directors Association (N...
 
Social Media for Non-Profits - Green Bay Non-Profit Resource Group
Social Media for Non-Profits - Green Bay Non-Profit Resource GroupSocial Media for Non-Profits - Green Bay Non-Profit Resource Group
Social Media for Non-Profits - Green Bay Non-Profit Resource Group
 
How to Create and Promote Your Blog
How to Create and Promote Your BlogHow to Create and Promote Your Blog
How to Create and Promote Your Blog
 
The Realities of Social Networking
The Realities of Social NetworkingThe Realities of Social Networking
The Realities of Social Networking
 
Using Social Media to Connect With Your Customers Online
Using Social Media to Connect With Your Customers OnlineUsing Social Media to Connect With Your Customers Online
Using Social Media to Connect With Your Customers Online
 
Social Media For Non Profits
Social Media For Non ProfitsSocial Media For Non Profits
Social Media For Non Profits
 

Kürzlich hochgeladen

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaEricBonilla13
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)tazeenaila12
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectivelyMarianna Nakou
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxesiyasmengesha
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 

Kürzlich hochgeladen (20)

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric Bonilla
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
Harvard Business Review.pptx | Navigating Labor Unrest (March-April 2024)
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectively
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 

Pinterest E-Book: All Aboard the Pinterest Train - Using Pinterest for Marketing

  • 1. iBooks Author
  • 2. C HAPTER 1 Introduction to Pinterest Social media marketing has been stuck in a rut. If you are an active participant you can probably relate. The attempts at inno- vative new networks (ahem...Google+) are uninspiring and the tried and true net- works are losing their luster. Even the most active businesses on Facebook and Twitter are struggling to increase their fans and following. It’s time for some- thing new.  iBooks Author
  • 3. S ECTION 1 Perk Up With Pinterest U SAGE S TATS 1. Pinterest currently reports 10.4 million users 2. 97% of Pinterest users are female 3. Unique visitors to the site increased by 429% in Q4 of 2011 4. Pinterest accounts for 3.6% of referral traffic 5. The average Pinterest user spends 1 hour 17 minutes on the site each month 1. Twitter: 36 minutes/month 2. LinkedIn: 17 minutes/month The Pinterest craze is sweeping the Internet at an alarming 3. Google+: 6 minutes/month rate. Not only are new subscribers piling up by the millions, users are spending an astronomical amount of time on the site. A recent stat showed that Pinterest generates more monthly usage than Twitter, LinkedIn, and Google + com- bined! 2  iBooks Author
  • 4. A DDICTION Believe it or not, Facebook Addiction Disorder (FAD) is a real affliction that many people suffer from, according to US psy- If you’ve seen a social pin board, then you probably know why chologists. Facebook is one of the few social networks that gen- Pinterest’s stats are so high. Pinterest is incredibly addicting. erates more usage than Pinterest, weighing in at a whopping 6 The beautiful display of images on your screen is captivating hours 33 minutes a month for the average user. However, the and full of endless ideas. As long as you keep scrolling, the addictive nature of Pinterest, combined with the growing ideas keep coming. Ideas for anything: recipes, books, decorat- popularity and increase in content, could result in an uptick in ing, DIY projects, clothing, inspirational quotes, and so on. usage and a diagnosable disease of its own. You can see how one could easily get sucked in to the “Pinter- est Portal.” 3  iBooks Author
  • 5. T HE P INTEREST M OVEMENT And then there’s Juxtapost, which is extremely similar to Pin- terest but with a few small differences. Like Pinterest, Juxta- They say imitation is the sincerest form of flattery. If that’s the post “lets you view all your favorite things, side-by-side” with case, Pinterest must be blushing pretty hard right now. Not the pin board layout. One key difference with Juxtapost is that only are many websites stealing the Pinterest “signature pin you have the option to make your boards private. Pinterest board look,” but there have already been several competitor does not currently offer this option. Overall, the premise is the networks cropping up. Gentlemint, for example, is essentially same; collect things you see on the web and share them with Pinterest for guys. Claiming to be “a mint of manly things,” your friends. Gentlemint is identical to Pinterest in terms of functionality, but with a predominately male target audience. I NTERACTIVE 1.1 Gentlemint I NTERACTIVE 1.2 Juxtapost Pinboard Pin board Layout Comments Male-specific content 4  iBooks Author
  • 6. The clean layout and simple concept of Pinterest is what makes the site so appealing, to both competitors and users. You may recall a similar movement a few years back when so- cial networks like Facebook, MySpace, and Friendster battled it out for a position on top of the social network podium. Only time will tell which network will win this pin board battle but right now Pinterest is way ahead of the game. 5  iBooks Author
  • 7. S ECTION 2 Pinterest Defined P INTEREST D EFINED For those of you who haven’t yet had a chance to explore Pin- terest and are sitting there with eyes glazed over, let’s rewind and start from the beginning. In the words of the maker, “Pin- terest is a virtual pin board that lets you organize and share the beautiful things you find on the web.” Imagine you are browsing the web for a new recipe to try for dinner tonight. In the process, you come across all kinds of in- triguing recipes. Of course you can only choose one to make tonight, so you “pin” all of the recipes to your “recipes” pin board on Pinterest, and revisit them when you’re ready. This same strategy can be applied for anything on the web. Find a cool DIY project, pin it to your boards! Looking to buy a new coat? Pin your favorite options and compare them all side by side from your Pinterest board. 6  iBooks Author
  • 8. S ECTION 3 H OW IT W ORKS How it Works Pinterest is like a virtual magazine full of all kinds of images and videos. When a Pinterest user sees something they like and want to save, they “pin” it to one of their own pin boards. A pin board is like a virtual bulletin board or folder. Each im- age or video links back to the original website from which it was taken so users can get back to the source if necessary. You can’t really obtain a lot of information from a thumbnail im- H OW IT W ORKS age. So when you see a pin of a recipe that you want to know more about, simply click twice on the pin to go directly to the 1. Set up your pin boards website where the recipe lives. 2. Pins link back to the original site from which The social aspect of Pinterest comes into play when you start the image was taken following people and sharing your pins with your friends. 3. Users Pin content from the internet to their There are two ways to pin items to your board: boards 1. Repin something that someone else has already pinned 4. Users Repin their friends’ pins to their boards 2. Install the “Pin It” button on your web browser and Pin 5. Users can “like” and comment on Pins images you find on the Internet When you’re first starting out on Pinterest, set up a handful of board categories to focus on. As you progress and find more content to Pin, you can break your boards up into more spe- cific, narrowly-defined categories. Much like Facebook, users can “like” and comment on any Pin. Social media is all about interacting with your customers, so it’s important to respond to comments on your Pins. 7  iBooks Author
  • 9. R EPIN After you click the “Repin” button, you will be able to specify which board you want to pin the item to and write your own Pinterest has a feed that shows you pins from the people you description of the pin. follow. You can also view other people’s boards, just as you might view someone’s Facebook profile or page. When you find a pin on your friend’s board that you like, click “Repin” to pin the image to your own board. I NTERACTIVE 1.3 Repin Example See Something You Like? 8  iBooks Author
  • 10. P IN I T If there are multiple pin-able items on the page, you will be asked to select which item you meant to pin. When you create your Pinterest account, one of the first things you should do is add the “Pin It” button to the book- marks bar in your web browser. Pinterest does a great job ex- plaining how to do this on their website. Once you have the button installed, you can pin anything you find on the web that has an image associated with it. When you find something, say a recipe, you want to pin, click on the “Pin It” button that you installed in your web browser. Make your selection, provide a brief description of what it is you are pinning, and choose which board you want to pin the I NTERACTIVE 1.4 Pin It Example item to. Pin It Button 9  iBooks Author
  • 11. C HAPTER 2 How to Use Pinterest for Marketing So Pinterest is obviously a hit with con- sumers and it seems to provide signifi- cant value to its users, but what does this have to do with marketing your business? Like most of the social networks out there, Pinterest was not created with mar- keting in mind. But where there’s a cap- tive audience, you can bet there’s an ea- ger marketer just around the corner find- ing a way to take center stage.  iBooks Author
  • 12. T HE B ENEFITS OF P INTEREST Have you had your light bulb moment? Are the gears turning fast and furious? For many businesses the value of such a so- cial network is obvious and the possibilities are endless. For other businesses, it may not be inherently clear how to best si- phon the value out of Pinterest, but rest assured you’ll have some solid ideas by the end of this book. There are tons of benefits to incorporating Pinterest into your marketing strategy, but here’s a list of a few of the big ones: • Link-building to your website • Viral marketing • Market research • Create a brand image • Share company culture • Connect with your customers 11  iBooks Author
  • 13. S ECTION 1 G ET S TARTED Get Started Request an Invite Getting started on Pinterest is relatively simple. Since the net- work is still in beta, you must first request an invitation from Pinterest. You should receive an email with an invitation a few days after you place your request. Or if you know someone on Pinterest, ask them to send you an invite. G ET S TARTED Set up Your Profile 1. Request an Invite There isn’t currently a separate business profile for Pinterest users. All profiles feature a profile picture, about section, link 2. Set up Your Profile to your website, and of course, your boards. Fill in your profile as completely as you can, using a clear image of your logo and 3. Add the Buttons a clever spiel about your business. 4. Create Your Boards Add the Buttons 5. Promote There are two Pinterest buttons to incorporate into your web- site or blog. Incorporating the buttons into your website is sim- ply a matter of copying and pasting a couple of lines of code into your website’s content management system. Once again, the HTML code for these buttons is provided by Pinterest. The “Follow Me on Pinterest” button should be added next to your Facebook “Like Us” button and your Twitter “Follow Us” button in your website. 12  iBooks Author
  • 14. The “Pin It” button should be added next to anything that is Technical tip: Be sure to use high resolution pictures when “pin-able” on your website. That means blog posts, portfolio pinning your own content. Thumbnail pictures are limited to pieces, and especially items for sale. 192 pixels. Choose high quality pictures so that users can clearly make out your pins. Promote Pinterest is inherently viral in nature, meaning if you pin something that people really like, it won’t take long for that pin to gain a lot of exposure. That being said, having a lot of followers ensures that your pins spread like wild fire. Gaining followers on Pinterest is much like gaining fans on Facebook and followers on Twitter. It takes time and requires your ac- Create Your Boards tive participation. Now it’s time for the fun part! Before you go and spread the To start off, you can try to gain followers by promoting your word about your new Pinterest profile, make sure your boards Pinterest profile on other social networks. Leverage your estab- are populated with lots of pins. Pick a few categories to focus lished fan base to spread the word. Encourage Facebook fans on and as you have more time you can always expand. Make and Twitter followers to check out your boards. You can share sure to have a nice balance of promotional and non- new Pins with Facebook fans by checking the “Facebook” box promotional boards. You don’t want all of your boards to con- before you Pin something. tain pins of your company’s products or portfolio pieces. Cre- ate a few boards dedicated to business-specific content and then get creative with the rest. For example, if your business is a restaurant, create one board with recipes that you think your patrons might like to try mak- ing themselves. Dedicate another board to useful kitchen tools. You see how easy it is to branch out and get creative with Pinterest? 13  iBooks Author
  • 15. C HAPTER 3 Pinterest Tips & Tricks Ready to become a Pinterest Power User?! If you’ve been zoning out up until now because you already know how to use Pinterest, grab yourself a cup of cof- fee and get comfortable because you’re going to want to pay attention. Starting, now. These tips and tricks separate the leisure Pinners from the pros and the con- sumer Pinners from the cut-throat mar- keters.  iBooks Author
  • 16. S ECTION 1 P INTEREST C ONTESTS Hold a Contest Contests are always great for getting your followers involved and for attracting new followers on the social networks. As with any contest held on a social network, it’s important to consult the contest rules and terms of use. Write out the de- tails of the contest on your website, blog or Facebook page, not on your Pinterest profile. Pinterest doesn’t give you very much room for verbiage, plus this is a good way to spread the word about the contest. H OLD A C ONTEST Technical Tip: You can allow any follower to pin to your boards. For more interactive contests, set up a board desig- 1. Pin it to Win it nated to the contest, and grant your followers the ability to 2. Caption Contest pin to that board. 3. Repin Contest 1. Select the board you want to allow users to contribute to 4. Photo Contest 2. At the top of the board click the “Edit Board” button 3. You will be asked, “Who can Pin?” Select “Me + Contribu- tors” 15  iBooks Author
  • 17. P IN IT TO W IN IT C APTION C ONTEST There are a couple of different ways to hold contests on Pinter- People love to give their two cents. Pin a funny picture and ask est. One of our favorites is the “Pin it to Win it” contest put on people to add a caption to the picture. Try to incorporate your by children's furniture and decor retailer, Rosenberry Rooms. product or services.You decide what the funniest caption is and reward the winner with a prize. Contestants have to create a pinboard containing their dream kid’s room or nursery using Rosenberry Rooms’ products. The R E -P IN C ONTEST winners receive products from their boards. This contest is brilliant because it not only gets followers to interact with Ro- The ease of entry into the re-pin contest is particularly appeal- senberry Rooms on Pinterest, but it also gives people a reason ing to users and it’s a good way to spread content fast. Desig- to spend lots of time looking at their products and sharing nate a board that followers can contribute to. Ask followers to their products with friends. pin their favorite product offered by your company to the board. Whoever has the pin with the most re-pins wins the contest. P HOTO C ONTEST The photo contest is an oldie but a goodie in the realm of so- cial media contests. Ask followers to pin a picture based around a theme to one of your boards. For example, a Photog- rapher could hold a “Cute Baby Contest” and have people pin a picture of their baby to the board. Ask people to vote on their favorite baby picture by “liking” the pin. 16  iBooks Author
  • 18. S ECTION 2 Although there is not an e-commerce component built in to Pinterest, there are some tricks to help facilitate the transition Drive E-Commerce Sales from the network to your website. If used correctly, Pinterest can basically act as your virtual store front. Pinterest allows you to display items by category, shed light on new product lines, and even price items. P RICE Y OUR P RODUCTS Make it known that your pins represent products that are for C USTOMIZATION I DEAS sale by including the price of the item in the description of the pin. Anytime there is a dollar sign in the pin description, the 1. Price Your Products pin is flagged with a price tag and automatically gets catego- 2. New Product Promotion rized in the “Gifts” section of Pinterest. 3. Categorize Your Boards Tech Tip: When pinning a product that you want to include a price tag, highlight the description of the item along with the 4. Pinterest Exclusive Promotions price before clicking the “Pin It” button. The highlighted text will automatically appear in the pin’s description. 17  iBooks Author
  • 19. S HOWCASE N EW P RODUCTS I NTERACTIVE 3.1 Pricing Your Products Pinterest provides you with a lovely electronic display case from which you can showcase Description new products in an aestheti- cally pleasing way. Create a separate board specifically for your newest product line. And don’t forget to include price tags! C ATEGORIZE Y OUR Price Tag B OARDS As you become more in- volved with Pinterest, break down your boards into more specific categories. For exam- P INTEREST E XCLUSIVE P ROMOTION ple, a retailer could start out with a board dedicated to Reward your followers on Pinterest by offering them exclusive “Women’s Apparel,” and promotions. Offer Pinterest followers a discount on one of eventually break that board your most popular products. Or, you could offer a new prod- into smaller more specific uct exclusively to your Pinterest followers. categories. Other categories could include “women’s acces- Tech Tip: Install the “Follow Me on Pinterest” button on your sories,” “women’s tops,” blog or website. Encourage your website visitors to click the “women’s bottoms,” button to follow your boards and become eligible to receive “dresses” and so on. the exclusive Pinterest promotion. 18  iBooks Author
  • 20. S ECTION 3 Okay so obviously Pinterest is a hit with retailers, but what about those businesses without a tangible product to show- Unique Uses for Pinterest case? There’s still a place for those businesses on Pinterest, it just takes a little bit more creativity. Think outside the box and beyond the four walls of your office. Consider your cus- tomer base and the things they like. Think about the people that make up your business and the type of culture your busi- ness embodies. Brand name recognition may be the thing that draws followers to your Pinterest profile, but these creative, U NIQUE U SES FOR P INTEREST non-business related boards will be your ticket to entertaining and retaining followers. 1. Electronic Portfolio E LECTRONIC P ORTFOLIO 2. Show Company Culture For designers, artists, and stylists, Pinterest is a dream come 3. Market Research true. It’s a great way to showcase your work and promote your 4. Drive Traffic to Your Website business. For example, ThreeOwl Photography has created a board for each type of photography package they provide, in- cluding senior portraits, landscape photography, and kids pic- tures. It gives people a feel for their style of photography and 19  iBooks Author
  • 21. makes it easy for people to share their work with their follow- Chances are, the people who are frequently pinning and Repin- ers. ning your items are going to be your best customers. Follow these loyal Pinterest followers, study their boards, and con- S HOW C OMPANY C ULTURE duct your own Pinterest market research to find out what your Businesses that don’t have a customers like. Take that information and try to apply it to tangible product or service your own business. to pin definitely want to pay Repinning your followers’ pins is an easy way to interact with attention to this one. You your followers and makes them more excited about interact- can use Pinterest to give fol- ing with your brand. lowers an inside look into your company and give your D RIVE T RAFFIC TO Y OUR W EBSITE business a persona. Your activity on Pinterest helps drive traffic to your website. If your company exudes a Pins that link back to your website are passed around among certain lifestyle or culture, circles of friends and beyond. Anytime someone wants a create boards that reflect behind-the-scenes look at a pin, they must visit the website that. For example, Anytime the pin was originally taken from. Fitness has boards set up for The more subtle way that Pinterest drives traffic to your web- healthy recipes to promote a site is with SEO. The number of external links to your website healthy lifestyle. has an impact on your search engine ranking. Each pin that M ARKET R ESEARCH links back to your website counts as a link and improves your score. Much like with Twitter, Pin- terest allows you to follow Tech tip: Always make sure that your pins include the URL people back. It’s a good idea of the web page your pin is coming from. As long as you pin to follow a handful of your items using the “Pin It” button from the original website, the followers and pay attention source link will be included in your pin. When users click to their pins to get a feel for twice on your pin, they will be taken directly to the web page their tastes and preferences. the pin was taken from. 20  iBooks Author
  • 22. S ECTION 4 The beauty of social media marketing is that it allows you to actually interact with your fans. It allows you to get your mes- Interact sage across without irritating the consumer. Consumers actu- ally want to see what you’re up to on Facebook and it’s fun for them to contribute to your boards on Pinterest. As a marketer, you should embrace this unique opportunity to interact with your customer base and encourage participation any way pos- sible. F OLLOWER B OARDS H OW TO F OSTER I NTERACTION Creating specific boards that followers can contribute to is a 1. Follower Boards great way to encourage followers to interact with you on Pin- 2. Respond to Comments terest. You can grant any follower the ability to pin to your boards. For example, Drake University has a board called, 3. Integrate Pinterest into Other Social Networks “Pin Your Pride,” which al- 4. Incorporate a QR Code lows alumni to pin pictures of themselves wearing their school apparel. Any business could follow this concept and encourage fol- lowers to pin pictures of themselves using their fa- vorite product of yours to the board. 21  iBooks Author
  • 23. There are tons of clever ways to recruit Pinterest followers by leveraging your followers on other social networks: • Share your boards with your Facebook fans • Let Twitter followers and Facebook fans know that you now have a profile on Pinterest • Use Facebook Ads to promote your Pinterest contest R ESPOND TO C OMMENTS I NCORPORATE THE QR C ODE Another easy way to interact with followers on Pinterest is to Have you incorporated the QR code into your marketing strat- respond to the comments people leave on your pins. Just as egy yet? Take it a step further you would respond to comments on your Facebook wall or and think of creative ways to Twitter, it’s important to respond so that followers know you incorporate QR codes into care. your Pins. When Pinterest fol- I NTEGRATE I NTO O THER S OCIAL N ETWORKS lowers scan your codes you can direct them to a landing We mentioned the importance of promoting your presence on page where they can retrieve a Pinterest on your other social networks in Chapter 2. The coupon, make a reservation, more followers you have on Pinterest, the quicker your pins or enter a contest. will spread and the more traffic will be drawn to your website. 22  iBooks Author
  • 24. C HAPTER 4 Businesses Leading the Way It hasn’t taken long for businesses to find interesting and innovative ways to make use of Pinterest for marketing. Busi- nesses of all shapes and sizes: B2B, B2C, service-based, retail...you name an indus- try, you can bet there’s an example on Pinterest. Sometimes all it takes to spark an idea is an inspiring example. So to get the gears turning, here are a few exam- ples of companies getting creative with Pinterest.  iBooks Author
  • 25. R ETAIL Burberry The British designer clothing brand, Burberry has found tons of great uses for Pinterest. They have boards for different prod- uct lines, celebrities wearing Burberry, Burberry magazine cov- ers, and even Burberry weather. Rosenberry Rooms Rosenberry Rooms is a retailer of children’s room furniture and decor, and happens to be a Pinterest rock star. They have already made an appearance in the book (see chapter 3) for their great contest idea, but beyond that, Rosenberry Rooms has come up with an infinite list of ideas of things to pin. They have boards dedicated to different room themes, DIY projects, organization, baby shower ideas, and a board targeted specifi- cally at fashionable moms. • New product offerings • Gift IdeasStyle tips • Celebrities endorsements • Collections or product lines • Lifestyle 24  iBooks Author
  • 26. A UTOMOTIVE Volkswagen There is so much room for creativity for the auto industry on Pinterest. Volkswagen is just getting started on Pinterest and has populated a few boards on their profile. Volkswagen has created boards to show off their vehicle models, participation in auto shows, and fan photos, featuring pictures of their happy customers with their VW. Many people choose a vehicle based on lifestyle preferences and what stage they are at in life. Going forward, VW could break up their boards into categories based on the target driver for each car. For example, they could create a board with vehicle options for moms and a board filled with vehicles for new drivers. They could also branch out to include boards showing the type of lifestyle VW owners lead. • Display vehicles • Lifestyle • Consumer boards • Going places • Clever commercials 25  iBooks Author
  • 27. R ESTAURANTS Panera Bread The chain restaurant, Panera Bread has established itself on Pinterest with a wide array of boards dedicated to different G ALLERY 4.1 Panera on Pinterest menu items, recipes, kitchen tips, seasonal offerings, and their involvement in the community. Panera’s image portrays a business focused on health and well-being, so they have a board dedicated to inspirational quotes called “Make Today Better” and one called “Everyday Oasis,” with pins of peaceful and calming spots to enjoy coffee and relax. • Seasonal foods • Recipes • Menu items • Products for the kitchen • Kitchen tips Panera’s “Savor Good Food” board showcases recipes that • Community involvement feature Panera’s bakery items 26  iBooks Author
  • 28. H OSPITALITY Hotel Universo Lucca The Tuscan hotel, Hotel Universo Lucca has found plenty of creative ways to market their brand on Pinterest. Aside from the obvious pictures of the hotel rooms, Hotel Universo has dedicated boards to tourist attractions, events in the commu- I NTERACTIVE 4.1 Hotel Universo Lucca on Pinterest nity and events in the hotel, Tuscan cuisine, and a user gener- ated board of pictures pinned by their followers. • Hotel rooms • Views from the hotel Activities in the Com- • Things to do in the area munity • Favorite local restaurants • Celebrity guests Company Culture Rooms 27  iBooks Author
  • 29. E DUCATION The Teaching Bank The Teaching Bank, an open market place for teachers has used Pinterest to share lesson plans. Their boards are broken down by subject matter and grade level for teachers to easily find appropriate curriculum. The Teaching Bank also features a board with other teacher resources and one with blogs for educators. Drake University In addition to the clever alumni board we mentioned in chap- ter 3, Drake has found a number of different ways to market the University with Pinterest. From study inspiration to dorm room decor, to study abroad opportunities, Drake’s pin boards cover everything. • Lesson plans • Study tips • Educator resources • Dorm room ideas • Campus events • School pride 28  iBooks Author
  • 30. H EALTH AND W ELLNESS Anytime Fitness Anytime Fitness is a gym franchise that uses Pinterest for more than just workout ideas. They have boards dedicated to health food, health blogs, inspirational quotes, and success sto- G ALLERY 4.2 Anytime Fitness on Pinterest ries. With a gym, not only can you promote the activity of exer- cising, but also the whole “fit lifestyle” that goes along with it. • Workout routines • Yoga poses • Healthy recipes • Inspirational quotes • Before and after shots • Workout apparel The “Anytime Health Recipes” board features healthy reci- pes for customers to try at home. 29  iBooks Author
  • 31. P OLITICS Ann Romney Running for office is all about projecting an image of yourself and letting people know what you stand for. Pinterest is a great way to build your brand’s persona, and in the case of politicians, we’re talking about your personal brand. Presiden- tial candidate Mitt Romney’s wife, Ann Romney has recently set up a Pinterest profile to help with the campaign. Mrs. Rom- ney features boards for patriotic ideas, campaign updates, and family life. Think Progress Think Progress is a political analysis website that sheds light on political news. Think Progress isn’t afraid to call out candi- dates for controversial behavior, and uses Pinterest to do just that. For example, they have several boards dedicated to the excessive spending of Presidential candidate, Mitt Romney. They also feature a board with the candidates’ high school pic- tures, and one board with political infographics. • Political agendas • Campaign schedule • Patriotic ideas • Family life • Candidate comparisons 30  iBooks Author
  • 32. H OME I MPROVEMENT Sherwin Williams Pinterest is perfect for sharing DIY projects and ideas for the home. Sherwin Williams has capitalized on that niche with boards dedicated displaying different color schemes for differ- ent rooms. There are several boards dedicated to kids paint colors alone! McKay Flooring Flooring company, McKay Flooring uses Pinterest to display their flooring products and to relate to followers on other home-related topics. For example, they have a board featuring different types of wood, one board for DIY projects, and an- other board with ideas for the home. • DIY Project ideas • Room ideas • Decorating tips • Color schemes 31  iBooks Author
  • 33. P ROFESSIONAL S ERVICES Taylor & Taylor Law Firm It takes some pretty progressive lawyers to incorporate Pinter- est into their marketing strategy already. The uses for Pinter- est in the professional services industry may not be inherently G ALLERY 4.3 Taylor & Taylor Law Firm on Pinterest obvious, but Taylor & Taylor Law Firm has come up with some pretty clever ideas for their boards. First of all, they give you an inside look at the culture at their law firm, with staff pictures, recommended books, and insightful quotes. They also throw in a few fun boards that have nothing to do with law, just to keep people entertained. • Staff pictures • Office ideas • Recommended books • How-to videos • Company culture The board entitled, “Quoted” features the firm’s favorite quotes. 32  iBooks Author
  • 34. T HOUGHT L EADERSHIP With Sympathy Gifts & Keepsakes With Sympathy Gifts & Keepsakes is an online retailer of gifts and keepsakes to help people console a grieving friend or fam- ily member. But the business goes beyond the retail portion to include advice advice on getting through the difficult time fol- lowing the loss of a loved one. With Sympathy Gifts & Keepsakes uses thought leadership to market the business, and Pinterest is a great thought leader- ship platform. With Sympathy Gifts and Keepsake’s Pinterest profile includes boards with inspirational quotes, ideas for starting family traditions and making memories. • References • Infographics • Quotes • Ideas for activities • Events 33  iBooks Author
  • 35. B2B KI Furniture KI Furniture is debunking the myth that B2B businesses can’t reach their target market on social networks. KI is a furniture G ALLERY 4.4 KI Furniture on Pinterest manufacturer that distributes to education, corporate, health- care, and government markets, and they have a flourishing presence on Pinterest. KI has created boards to feature their product lines, interior design inspiration, and ideas for the of- fice. Their boards speak to their audience, even if that audi- ence is made up of other corporations. • Product lines • Uses for products • Industry references • Inspiration The “Business Environments” board features KI’s office fur- niture line. 34  iBooks Author
  • 36. F OOD Chobani Who knew that Greek yogurt could inspire so much creativity on Pinterest? Chobani dove right into the Pinterest scene with a prolific spread of inspiring pin boards. “Chobaniac Crea- tions” showcases recipes that incorporate Chobani yogurt, while “A Dollop’ll Do Ya” showcases ideas for substituting Cho- bani for sour cream. There are also boards dedicated to nutri- tion and fitness, which speaks to their health-conscious cus- tomer base. Gary Vaynerchuck Gary Vaynerchuck, the founder of Wine Library TV has started using Pinterest to market wine. Gary’s Wine board fea- tures wine from his wine e-commerce site, Wine Library. Each pin includes a price tag and links back to the website so peo- ple can easily place an order in a couple clicks. Many of his pins are “Pin and Win” contests where followers can re-pin for a chance to win that particular wine. All of Gary’s pins gener- ate a long chain of comments, which is a sign of a healthy, ac- tive Pinterest presence. • Recipes incorporating your product • Product displays with pricing • Give-away contests • Kitchen products 35  iBooks Author
  • 37. C HAPTER 5 The Pinterest Conflict Although Pinterest is still in its infancy, the social network has not been without controversy and conflict. Every day you can find a slew of new blogs addressing the social network, with at least one arti- cle pointing out flaws and potential mal- feasance. Although we personally don’t see these conflicts materializing into Pin- terest show-stoppers, it is important to know about them and stay informed.  iBooks Author
  • 38. T ERMS OF U SE bit of rhetoric surrounding Pinterest’s transparency on the topic. Either way, the network has to make money somehow The conflict with Pinterest’s terms of use is derived from copy- and it appears that Pinterest has chosen the least intrusive right issues. In the terms of use, Pinterest states that you are route possible. only supposed to pin images that you own the rights to. Fur- thermore, by pinning an image, you ultimately give Pinterest the rights to do with that content what they wish. Now, for businesses pinning images of their own products, this copy- right issue is not a factor as long as you’re okay with other peo- ple pinning your property. Pinterest has since attempted to address these copyright is- sues by providing a line of code that can be embedded into websites in the event that the web site owner does not want their content pinned. Disclaimer: That being said, The MarketingSavant Group does not claim to be an expert in the field of copyright law. We encourage you to familiarize yourself with the terms of use and consult your attorney with questions or concerns re- garding your use of Pinterest. H OW P INTEREST M AKES M ONEY The other source of controversy with Pinterest is their model for generating revenue. It has been brought to the attention of the general public that Pinterest attaches affiliate links to pins that link back to merchandise. When a user clicks on a pin with an affiliate link that results in a purchase, Pinterest col- lects a percentage of that sale. While this money making strat- egy is common and completely legal, there seems to be quite a 37  iBooks Author
  • 39. C HAPTER 6 Get On Board the Pinterest Train Anytime you start something new it’s im- portant to start with a clear vision and a solid plan of action. Hopefully this book has sparked some ideas for using Pinter- est to market your business, but be sure to think it through before you dive right in.  iBooks Author
  • 40. I. Lay out your goals A. Drive website traffic B. Increase online sales C. Increase exposure D. Build awareness II. Have a clear direction A. Think about your target B. Plan out themes for your boards III. Follow Through A. Keep up with your boards B. Promote your presence C. Interact There are so many clever ideas for marketing your business on Pinterest. Borrow some tried and true strategies that you see other brands using, and try to come up with your own. Each business is unique, so what works for one business may not go over so well with another. Since you know your business bet- ter than anyone, you will be able to come up with the best way to showcase your brand on Pinterest. 39  iBooks Author