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Pinterest gets all the love these days as the latest and greatest social media channel. In this presentation, Anne Hornyak, (Senior Social Media Strategist at Sparkloft Media) and Stephanie Lynch (PR & Social Media Manager at Hoffman Lewis, the advertising agency of record for the Missouri Division of Tourism) team up to dig deeper in an intermediate to advanced course on Pinterest. Find out how destinations are using Pinterest, examine key insights on creating contests and content, discover measurement and analytics tools and gain perspective on how to create a comprehensive content plan. You won't want to miss Anne's recap on DMO usage of Pinterest or Stephanie's top list of vendors that make Pinterest more user-friendly. (This is Part 1 of the presentation.)
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How to make your destination pintastic!
Anne HornyakSenior StrategistSparkloft [email protected]/annehornyak
Stephanie LynchPR and Social Media ManagerHoffman | [email protected]/theslynch
Stephanie LynchPR and Social Media ManagerHoffman | [email protected]/theslynchhttp://thetravelvan.com
Why is Pinterest awesome?
• Third most-popular social network in the U.S., behind Facebook and Twitter, in terms of total visits. (Experian Hitwise)
• Users come from the Midwest! Missouri ranks as the top state in terms of total user visits. (Experian Hitwise)
• Pinterest drives referral traffic, more than YouTube, Google+ and LinkedIn combined. (Shareaholic)
Why is Pinterest awesome?
• Pinterest users have a proclivity for travel content related specifically to transactions. (comScore)
What to do with content…
Ask yourself these questions:
• What is the goal?• Who is the target audience?• Can it be integrated with existing marketing efforts?• Can it be measured?• What is the brand?
What to do with content…
Paid Media Owned Media
Earned Media
Integrated Media
What to do with content…
Decide.
Do you want to focus your efforts on EARNED, OWNED or PAID?
What to do with content…
Pinterest pin or repin (from your online assets)
Pinterest pin or repin (not from your online assets)
Pinterest follow, comment or like
????
Paid Media Owned Media
Earned Media
Integrated Media
Paid Media?
Content planning?
Website Facebook Instagram E-blast Print Ads Pinterest
JUNE Summer campaign
Family Vacation Family Vacation Road Trip Games
Summer campaign
Road Trip Games
JULY Summer campaign
Road Trip Games (repurpose content from June Pinterest/promote Instagram)
Road Trips Outdoor Fun Summer campaign
Recipes
AUGUST Summer campaign
Staycation (repurpose content from Instagram & Pinterest)
Staycation Recipes (repurpose content from July Pinterest)
Summer campaign
Staycation
What IS Pinterest?
• Demographics of Pinterest users:–68% of users are women–80% are 25+–50% have children–28% have a household income of
$100K+
AnalyticsSimple stats to track:• In-channel stats• Pins from OWNED media
Integrated media stats to track:• Website referrals• Email marketing• Clicks• Paid ad impressions• Reach
Can you find the conversions?
AnalyticsHow do 3rd party vendors stack up?PinReach(PR Pro)
Reachli(Community Manager)
Curalate(Data Analyzer)
Scores your Pinterest channel with a proprietary score card number
Tracks clicks Download data into Excel
Tracks all general Pinterest stats Bookmarklet Allows you to sort the data
Tracks trends Tracks each pin Provides impressions
Provides data on most popular pinners
Schedules pins (coming soon) Provides interactions for each board
Does not track clicks Suggests popular pins and pinners
Does not track clicks
Does not track existing pins Paid service
Does not track comments Unable to click “likes” to see all liked pins, etc.
Pinspiration…
Meet Kristi!
Pinspiration…
• Pinterest parties• Pinterest spoof blogs• Longform pins• Graphic text
