Jenn Barber is a social media strategist who helps clients connect with opportunities on social media. Some of her client successes include growing a Facebook page to over 40,000 likes in under 6 months, attracting over 680,000 referred visits from Pinterest alone, and having content retweeted by major publications. Travelers extensively use the internet and social media for travel planning and research. Pinterest has over 10 million monthly unique visitors in the US and is a popular site for users to organize and share images they find interesting or inspiring on customized boards. Marketers can leverage Pinterest for travel marketing by showcasing their content and services, sharing tips, avoiding direct pricing, connecting with the community, and running contests to
Transcript: New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
How Travel Brands Use Social Pinning the Right Way
1.
2. SITELAB INTERACTIVE
Jenn Barber – Social Media Strategist
From startups to large enterprise brands, I consult
SiteLab’s clients to connect them with opportunities
to engage with social media. A few of my client
successes include:
Growing Facebook likes to over 40,000 in less
than 6 months
@jbarber5000
Attracting over 680,000 referred visits from
Pinterest alone
Writing engaging content Retweeted by the
Huffington Post and Self Magazine
3. TRAVELERS USE SOCIAL MEDIA
Travelers use the Internet for most of their travel planning
87% of travelers used the Internet for most of their travel planning
62% research an upcoming trip
45% sourced initial trip idea
31% watched travel video
Social Media influences travelers
52% have changed their original travel plans
50% of travel companies agreed direct bookings generated from
social media
Source: MediaBistro.com
5. Pinterest is a place to organize and share online images that you find
interesting or inspiring. Once uploaded or shared on Pinterest, these
images become known as pins, which the user can place on
customized, themed boards.
6. Pinterest hit 10MM US Monthly Unique Visitors faster than any
independent site in history
12 MM registered users (#5)
104 MM monthly visits (#3)
68% Women / 32% Men
Most age 25-44; 28% have a HH income of $100K+
Time Spent by Avg Social Networking User/Mo – 405 mins (#1)
Source: MediaBistro.com
7. SOCIALLY INTEGRATED
9 MM Monthly Facebook-connected users
More than one-fifth of Facebook-connected users are on Pinterest
daily (which represents more than 2 MM members)
Generates more referral traffic to websites than
YouTube, Google+, and LinkedIn combined
Pinterest API plays nice with email marketing
(MailChimp), Facebook, Photo Sharing (Flickr), Browsers, and Video
(Vimeo)
Source: AppData.com
22. TRAVEL MARKETING ON PINTEREST
Showcase your stuff
Share some secrets
DON’T include pricing on your pins
Connect with the community
Collaborate
Build your brand image
Create variety with videos
Stay social
Add buttons to your site
Run a contest
23. Hass Avocado
Board
Collaborative Board
Slow growth of followers in the beginning
Created “Avocado Lovers” Board
Invited a few bloggers in the community, and
then opened it to anyone who requested
Low maintenance, delete duplicates
Results: 11,170 followers, 10,158 pins to 1
board / 12,429 followers to profile
Unsolicited blog posts
Lots of content and conversation starters
More followers than Dunkin Donuts, Panera
CASE STUDY
24. Visit Savannah
Variety of Visuals
Marketing the Savannah area for leisure
tourism, meetings and conventions
Began using Pinterest in November 2011 as
an experiment – in just 3 months attracted
nearly 12,000 followers
Sept 2012: 16,038 followers with 32 boards
Personalized – “… by Amy B.”
Organized by Interests and Lifestyle
Pinterest tab on their Facebook page
Harness the power of Paula Deen (and butter)
CASE STUDY
25. Four Seasons
Austin Build Around Lifestyle
Builds boards around the city
Austin Lifestyle – weddings, adventures, day
trips
Amenities – in-house dining
options, amenities, spa services, meeting space
Sept 2012: 690 followers with 19 boards
Contrast this with Chicago (327 followers) and
Los Angeles (567 follower) who are much less
city-focused.
Other hotel ideas – city, design, event
photos, what a wedding would look like
CASE STUDY
26. Best Western
Contest – Create board
Niche – Celebrating Small Business Week
“How to Enjoy the Traveling, of Travel”
Prize - $500 Best Western Gift Card
“Share with us the things you enjoy while out on
the road traveling for business.”
Pin items to YOUR board and then post the link
in the comments on Best Western board
Showcases what they’re good at – Budget
Travel for business or pleasure
CASE STUDY
27. Jetsetter
Contest – Curator
Community that provides members with insider
access, expert knowledge and exclusive deals
on the world's greatest vacations to travelers
Asked fans to make the ultimate travel
destination pinboard from Jetsetter.com and
web with #JetSetterCurator hashtag
4 categories – escape, adventure, style,
cosmopolitan (market research), posted exs
Big name Panel of Judges – Arianna Huffington
Prizes for best pinboard & most followers
1.6 MM followers
CASE STUDY
28. CONTEST BEST PRACTICES
Contest type – Best pinboard, Most likes/repins, Sweepstakes
Consider board names and placement
Include detailed instructions – hashtags, board title, comments, forms
Review Pinterest’s Terms & Conditions
Create a landing page with contest info, rules, and regulations
Make sure your images are pinnable and land users on relevant page
Support contest through eblasts, blogs, Facebook, Twitter, website
Benchmark engagement
Use thoughtful copy for image captions
37. AVOID LOOKING LIKE A SPAMMER
Do not only include links to your website
Do not post the image more than once
Do not use stock images
Do not fail to organize your boards
Do not neglect to “like” and repin
Do not pin your image in the wrong category
38. MEASURE SUCCESS
Metrics
Referral traffic
Clicks per pin
Re-pins per pin
Average visit duration
Conversion rate
Platforms
PinReach
Repinly and more…
Benchmark and measure success!
more than California Avocados (486 followers, 144 pins), Chilean Avocados (147 followers, 201 pins), and Avocados from Mexico (283 followers, 268 pins) combined! It’s more than Cabot Cheese, Panera Bread, Peanut Butter & Co, P.F. Chang’s, Tillamook Cheese, Hardee’s Hamburgers, and even Dunkin’ Donuts!
http://www.clickz.com/clickz/news/2173988/seasons-woos-luxebrides-twitter-pinterest-by Gilt Groupehttp://pinterest.com/jetsetterphoto/http://blog.microsecommerce.com/index.php/uncategorized/pinterest-contests-should-you-create-one/