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There is true value in the Pinterest platform. It is already changing the online social mix and some marketing programs entirely. This introductory presentation gives a excusive overview of Pinterest and how it can assist your company's overall marketing strategy.
PinterestAn Introduction | July 10, 2012By: Julia Russell
Agenda• Overview• Timeline History• The Average User Experience• Marketing Opportunities – Why is Pinterest so crucial for
your brand?• Big Business – How are large companies utilizing the social
space?• The Legal Deal – Concerns about Copyright Infringement• How to track your websites content on Pinterest• Agency Reach – Why should agencies get involved on
Pinterest?• Agency Strategy• Closing thoughts and Demo
Overview• What is Pinterest and how do I
use it?– Pinterest rhymes with interest,
wink– It is essentially a categorical
collage for adults• What is a Pin?
– Everything and anything– A visual representation of a
thought, idea, concept, or simply a beautiful photo
• What is a PinBoard?– You can call it a digital bulletin
board• I.e. a board for cars,
recipes, cute animals, etc.– Like a bookmarked reminder
How to get started:1. Sign up2. Add the Pin It button to the
bookmarks bar of your browser
3. Start pinning by either finding pins yourself (ie: browse the internet) or explore Pinterest using the search button to find what others have already pinned
Timeline HistoryNov 2009
• Ben Silbermann and Evan Sharp created a website designed for visual collections.
• Ben’s fiancée came up with the name “Pinterest.”
• “Closed Beta” launched
• Named one of TIME Magazine’s “50 Best Websites of 2011”
• Received $27m in funding from Andreessen Horowitz• Sets company value to $200m
• Launched as one of Facebook’s first Open Graph Timeline apps • Named best New Startup of 2011 by TechCrunch
• Officially drove more traffic to retailers than LinkedIn, YouTube and Google+
• Valued between $1 - $1.5bn following a $100m round of funding
The Average U
Marketing OpportunitiesAccording to Marketing Mag:“Brands using Pinterest to drive traffic to ecommerce
sites are reaping the rewards, with the one-year-old social network already driving more revenue per click than Facebook and
• Pinterest drives traffic to your site– Especially good for:
• E-commerce sites• Drives purchase intent by converting
Pinterest clicks into dollars in the Gift section
• blogs– How it drives referral traffic?
• By adding the pin-it button of course!• Pin-to-win contests
• Why would brands want to target people on Pinterest?– It contains a highly concentrated
group of evangalists/ early adopters/ buyers/ and whatever else a brand could hope for
• Good for businesses with a traffic-based model
Big Business – How are they doing it?
• Learn what appeals to Pinterest users• Take advantage of popular categories• Be visualHere are ten brands who have drawn in loads of fans with Pinterest according to Online MBA:
1. Whole Foods2. Mashable3. Nordstrom4. Benjamin Moore5. The Weather Channel
6. Random House Books
7. Southwest Airlines8. GE9. Major League Baseba
ll10. Wall Street Journal
The Legal Deal…• Photographers, stock image providers and
others are stating their concern over their copyrighted content being sourced by non-owners
• On Flickr, only content that is deemed 'safe,' 'public' and has the sharing button enabled can be pinned to Pinterest
• Pinterest measures:– Take down policy– Protection via the Digital Millennium Copyright
Act (DMCA).• Beware of brand squatting
– Regular people can grab your name with good/bad intentions
– Suggestion: Grab your name anyway, whether you use it or not
How to Track Your Websites Content
4 ways to measure Pinterest using Google Analytics
Measuring is critical. One way to do it is to use Google Analytics on your website. There, you can see how much of your traffic is
coming from Pinterest. And if you’re actually selling things
on Pinterest you can measure that directly.
Go to Traffic Sources > Sources > Referrals report
Lets you get down to the specifics.
You can add all the information you need to see on a regular basis just by adding widgets to your dashboard.
Pinterest primarily drives awareness of your brand/product/site, but people come back later to convert.
Other Ways to Track Influence and Analytics
• http://www.pinreach.com/ - demo• http://www.pinerly.com/ - waiting list• SEO: Pinterest can help build valuable
backlinks– A backlink is created no matter what to the
originating source– The more backlinks, the better chances your site
will get ranked higher in search engine results– When users re-pin, each time this creates a new
backlink• Imagine if your content went viral?
• Establishing brand recognition• You’re reaching out to more people online• Connecting to target markets• Generating more links if pinned off of your own website
– Thus driving more traffic to the site• Potential for leads to come through
– Ability to pin a landing page perhaps• Example of one of the “first” Agencies to join Pinterest according
to fuelingnewbusiness.com: http://pinterest.com/weareholler/
Why should an agency join Pinterest?
Agency / Brand Strategy• Goal What is the implementation goal? What can Pinterest provide the brand that is
not offered elsewhere across the Web?• Editorial Team Who will participate in decision making for the platform and
brainstorm board and pin topics? How often will the Editorial Team meet?• Audience Who are you trying to reach? (Demographics, psychographics)• Voice/Tone What is the personality you intend to portray? (Funny, serious, friendly,
informative)• Content Strategy What boards will you create and what are the pins that best suit
each board? (The number of boards and pins on each)• Contribution Allocation Who will contribute to each board? (Just the brand or will
other people have rights to add pins and collaborate?)• Pin Recommendation & Approval Who will find, produce and recommend pins?
Who will approve the pins prior to uploading?• Community Managers Who will monitor the page? • Pinning Calendar When will you post the boards and pins? (Timing and frequency)• Moderation Schedule How often will boards be monitored? How often will the
community manager respond to comments?• Response What will you do if a user comments on a pin?• Follow Strategy Which user accounts will you follow to start? What is your ongoing
strategy for following users?• Emergency Plan How will you react if there is a negative response to a pin or
board?• Launch Plan How will you bring people to your page? (Other social channels, .com
sites, in-store promotions, QR codes, email)
Closing Thoughts and Demo• There is real value
in the platform• It is changing the
social mix and almost entire marketing programs
• What’s the risk? – Nada!
Sources• http://mashable.com/?p=985417&preview=true• http://smallbiztrends.com/2012/05/the-truth-about-pinterest-
• http://www.sydgill.com/whats-pinterest-and-how-do-i-use-it/• http://