pinterest for business
DESCRIPTION
Pinterest for BusinessTRANSCRIPT
Pinterest for Businesses
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Contents
Where is Pinterest now?
Change in T&Cs
Excellent Pinterest campaigns
Ways businesses can be using Pinterest
Measuring Pinfluence
Avoiding Copyright Catastrophes
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Where is Pinterest now?
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Stats
12m monthly active users (and growing!)
Driving more traffic (1.05%) than Twitter (0.82%), still less than Facebook (6.38%)
Engaging users as much as 2-3 times as efficiently as Twitter was at a similar time in history
90% females – however with the advent of organisations joining, more males are joining
Average time spent: 1 hour and 17 minutes (compared with Twitter (36 minutes), LinkedIn (17 minutes) & Google+ (6 minutes)
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What people are pinning:
Home (17.2%)
Arts and Crafts (12.4%)
Style/Fashion (11.7%)
Food (10.5%) – fasting growing category with 50% more repins than style/fashion
Inspiration/Education (9.0%)
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What are consumers doing and how does this affect business?
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Change in T&Cs
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New T&Cs
Effective from 6th April
For commerce - previous terms stated that by posting content to Pinterest users grant Pinterest the right to sell content. Selling content has not been removed from terms.
Acceptable Use Policy – pins encouraging dangerous behaviour (self-harm/self-abuse) will be removed
Simpler tools – for anyone trying to report alleged copyright or trademark infringements
Private pinboards
Like everything on Pinterest, these updates are a work in progress.
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Excellent Pinterest Campaigns
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Inspiration Day by Kotex
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Guess ‘Colour Me Inspired’ Campaign
Fashion brand Guess challenged fans to create boards based on four spring colours: “Noir Teal,” “Hot House Orange,” “Red Hot Overdue” and “New Plum Light.”
Participants titled boards“Guess My Color Inspiration” to measure number of entries.
The #GUESScolor hashtag was used to monitor pins.
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BMI’s Pinterest Lottery
Encouraging users to repin images of destinations
BMI set up 5 destination boards containing 9 pins (number are assigned to each pin 1-45)
Users choose 6 numbers and repin up to 6 images within the boards
Random number generator used to select the numbered destination image and everyone who repinned the images goes into prize draw
Winner then picked at random
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Whole Foods and Pinterest
Nothing promotional – uses Pinterest as any other user would
Pins relate to Whole Foods’ core values– Caring about the community and the environment– Promoting healthy eating and educating stakeholders– Selling the highest quality organic and natural foods
available– Creating ongoing win-win partnerships with suppliers
Boards are carefully created with values in mind
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Other ways businesses can use Pinterest
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Other ways Pinterest can work for brands…Turn content into infographics and data charts.
Promote user-generated content with a guest pinner board. Promote with a competition driving traffic to Pinterest profile.
Don't just pin pictures, pin videos. Content that’s highly relevant to the client; news clips, interviews and YouTube videos.
Introduce the members of your team in behind-the-scenes scenarios such as conferences, company events, development of a product, volunteering.
Create customer boards – e.g. Visitors to the Isle of Wight, The Body Shop’s Volunteers, Ghastly Grimm and UKTV, etc.
Become Pinnable - driving traffic to client’s Web page and promoting their
products/services.Nurture relationships – short term tactics such as competitions will be effective in the short-term. Focus on defining voice and creating a community by generating conversations = long-term benefits
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Avoiding Copyright Catastrophes
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Ways for a brand to protect itself
Pin What You Own
Share original content a brand has created or materials for which they have a license to use.
Ask for “Pin”mission
Before sharing content, contact the source.If there’s something you’ve found that aligns with a brand’s strategy and you see value in capitalizing on it, simply ask the original creator for permission.
Give Credit Where It’s Due
Straight from Pinterest’s Pin Etiquette: credit your sources. Pinterest suggests linking your pin back to the original source when you post it. This is akin to citations you used in college research papers.
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Measuring Pinterest
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Metrics
Increase in followers
Interactions
No. of Repins
Tools to measure Pinfluence; Pinpuff or PinClout
Measuring traffic to website from Pinterest
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