Pinterest Do's and Don'ts

transcript

Sanne van den BarselaarMarketing & Communication

We are a creative agency crafting digital solutions for good companies. We believe

great digital work is about inspiring people.

This presentation covers the do’s and don’ts on Pinterest, containing cases of both International and Dutch

brands on Pinterest.

www.pixelfarm.nl

Pinterest is a virtual pinboard. It lets you organize and share all the images you find on the web.

PinsPosts are called pins. A pin is an image added to Pinterest. A pin can be added from a website, or it can be uploaded from your computer.

BoardsA set of pins is called a board. A board can be created on any topic, such as Cool posters, Recipes for Dinner, or a Wishlist. A board can contain an unlimited amount of pins.

Pinterest Facts & Figures

The platform has about 2.2 million daily active users.

Pinterest is being dominated by women (80% vs. 20% men) in the age category

25-34, with 34-44 close behind.

Online shoppers referred from Pinterest are 10% more likely to buy something

and spend 10% more than visitors from other social networks.

Brands killing it on Pinterest

What they have in common

Personal touch

Pins are related to company

Pins are relevant to audience

Pins are authentic

A lot of colour and variety in boards

>800 pins

Lots of followers (40k - 115k)

Whole Foods Market

As you can see Whole Foods uses a lot of different boards and each of them has its own theme. Of course they stay close to their product; food.

The world’s leader in natural & organic foods

Etsy has about 2750 pins and 38 colorful boards. They know exactly what the consumer wants as they focus on different themes, from weddings to pets and from food to furniture. And that pays off! Their pins are good for a total of 121k followers!

Interesting fact: Nearly 1 out of 5 online shoppers claim that their recent purchase was made after seeing an image from Etsy on Pinterest.

Online marketplace for handmade & vintage goods

Mashable

Mashable has a lot of traffic on its website and implemented ways to pin images from the site. This causes a lot of people to navigate from mashable.com to their Pinterest channel and vice versa.

The largest independent news source dedicated to covering digital culture, social media and technology.

Pixelfarm research

Research Dutch Market

Pixelfarm researched the activity of 330 well known Dutch brands on Pinterest. Results show that just a small percent-age (5%) are active on Pinterest. About 7% are upcoming with several boards and some pins, against another 7% that does have a Pinterest account but without any content on it.

If you do the math, you see that over 81% of the Dutch brands aren’t using Pinterest at all while it’s one of the fastest growing social media platforms this year! 81%

not using

7%upcoming

7%no content

5%active

Dutch brands on Pinterest

Data from 08/08/2012

Followers

Boards

Following

Do’s and Don’ts

Are you on Pinterest or thinking about doing something with this fast growing platform as an online marketing tool?

Then have a look at the following do’s and don’ts. They might come in handy for you.

Do’s

First make sure you have a complete profile:

Brand it with your logo and make sure it’s of good quality

Add a (company) description

Make sure you integrate your website and other social media platforms

Don’t place empty boards on your wall

Make sure your boards are placed into the right category

Do’s

Optimize your pins with hashtags(#), links, categories and keywords. This way you make it easier for your audience to find you as Google notices new content and social signals.

Note: don’t add too much text to the image unless it’s relevant.

Do’s

Follow individual boards instead of persons to avoid content overload in your stream.

Do’s

Discover when to pinOn your Pinterest homepage you find an overview of

the latest likes, repins and followers.

Do’s

Analyze popular pins and find out where they’re pinned from.

Simply put, a pin is popular when it’s getting pinned and liked by a lot of people and therefore shows up in your stream more often.

Do’s

Follow inspirational platforms like Colossal or Boredpanda to get fresh visuals to pin.

Do’s

Make sure you download the ‘pin plugin’ or ‘pin it’ button for your browser. This way you can pin every image from the web!

Don’ts

Don’t pin everything! Be selective in what you pin and repin.

The 3 basic elements of great pins:

Colorful Relevant for your audience or a wide public

Fun, aesthetically attractive or newsworthy

Don’ts

Don’t upload pins that are not yours!

It’s social media, so if someone finds out be ready to get burned.

Don’ts

Post good quality pictures

The photo on the left is a great example of a good quality picture. It’s sharp and it enlarges to the original size when clicked.

Avoid bad quality pictures

The photo shown above is not only of poor quality, its also too small. If you were to click on this image it would not enlarge and that can frustrate the followers of your boards.

Don’ts

Don’t hide the source. Make sure you give credit where credit is due.

Don’ts

Above all: don’t spam your followers with irrelevant, non-authentic content.

Engagement

Three ways to create Pinterest engagement:

1. Get to know your followers. Your pins should be interesting enough for them to like and repin

2. Add board contributors and work together on a board

3. Create opportunities for followers to promote you (through competitions for example)

Draw attention

Other interesting ways to get yourself noticed

Smart Trike Uniqlo

Pinspiration

Womens inspiration day

Kotex was responsible for one of the world’s first Pinterest campaigns. They focussed on 50 active, female Pinterest users and sent each of them a package with personalized gifts. The campaign was a big success as the women start sharing their gifts on Pinterest and other social networks, resulting in almost 700k impressions. Check out their campaign.

Pinspiration

Peugeot’s Panama Puzzle

Another brand that came up with an original cross media campaign is Peugeot. Peugeot’s Panama unit ran a contest that awarded fans who completed a Pinterest puzzle. The brand’s Pinterest profile featured images of cars running over two or more boards. In each case, a board was missing. Fans had to go to Peugeot Panama’s Facebook page or website to get the missing pieces.

Even if you don’t consider your business as a visual brand there are ways to reach out to your audience.

Get into the head of your followers. Analyze what they pin, repin and like.

Pin what’s interesting for them without losing sight of your (brand) identity and values.

And above all INSPIRE!

Bijdorp Oost 422992 LA Barendrecht

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getintouch@pixelfarm.nl

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techplugged.comhttp://bit.ly/MiJLL6

shopify.comhttp://bit.ly/M3pCHp

usatoday.comhttp://usat.ly/N0blgd

Questions?getintouch@pixelfarm.nl

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Pinterest Do's and Don'ts

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