Social Media Breakfast North Shore is led by Ari Herzog and brings together entrepreneurs, marketers, and web geeks for a morning of professional development and sharing of social media ideas and insights. Our 7th breakfast occurs at Cygnet Confections in Peabody and features a presentation by Julia Campbell, President of J Campbell Social Marketing. SMBNS 7: Pinterest, Instagram, and Creating a Visual Online Brand, Tuesday, May 28, 2013 @ 8 a.m., Cygnet Confections, 139 Lynnfield Street, Suite 101, Newhall Crossing, Peabody Online marketing is visual. If you are not telling your story to your customers in a visual way, you may be ignored or left behind. Julia will discuss the benefits of using Instagram and Pinterest for your business and the ways these two visual social media platforms can help you connect with existing customers and get in front of new ones. Anyone who takes pictures of our event at the bakery and shares them across social networking channels may be eligible for a special discount! Our hashtag for this event is #smbns.

1. Julia Campbell
President/CEO of J Campbell Social Marketing
http://www.jcsocialmarketing.com
Social Media Breakfast North Shore
May 28, 2013
@JuliaCSocial #SMBNS @CygnetConfectio

2. Takeaways From Today
 3 reasons why your business needs to explore
using Pinterest & Instagram
 Getting started on Pinterest & Instagram
 10 tips for effectively using Pinterest &
Instagram
 Best practices and concrete examples from
businesses who are succeeding with Pinterest &
Instagram
 Resources for more information
@JuliaCSocial #SMBNS @CygnetConfectio

3. It’s All About The Visual
 On Facebook, videos are shared 12X
more than links and text posts combined.
 On Facebook, photos are liked 2X
more than text updates.
 36% of all shared links on Twitter are
photos.
 42% of all Tumblr posts are photos.
 On YouTube, 100 million users are
taking a social action on videos every
week.
 Photo and video posts on Pinterest
are referring more traffic than
Twitter, StumbleUpon, LinkedIn, and
Google+.
 Source: http://blog.hubspot.com/blog/tabid/6307/bid/33513/Visual-
Content-Trumps-Text-in-Driving-Social-Media-Engagement-
INFOGRAPHIC.aspx
@JuliaCSocial #SMBNS @CygnetConfectio

4. 3 Reasons To Listen
1) Popularity and growth.
 Pinterest has almost caught up with Twitter in terms
of adult U.S. Internet users (15% compared to
Twitter’s 16%).
 Pinterest has more than 25 million monthly
unique visitors.
 Instagram has 100 million monthly active users.
 40 million photos are posted per day.
 There are 8,500 likes per second on Instagram.
 All statistics taken from the Pew Internet & American Life Project (PewInternet.org)
@JuliaCSocial #SMBNS @CygnetConfectio

5. 3 Reasons To Listen
2) Different culture. No advertisements (yet).
 Pinterest is aspirational, not of-the-moment.
 It is also transactional, not relational like
Facebook, Twitter.
 Instagram culture is
different - people are
leaving Facebook and
Twitter for the
simple and streamlined
nature.
@JuliaCSocial #SMBNS @CygnetConfectio

6. 3 Reasons To Listen
3) Pins and photos last longer.
 Pinterest pins and Instagram photos have a shelf
life of over one week!
 Life of a tweet is 5-25 minutes; 80 minutes for a
Facebook post.
 People pin photos on Pinterest to share with
friends, to collect and to save for later.
 Instagram users review old photos and look at
the profile of the person as a whole.
@JuliaCSocial #SMBNS @CygnetConfectio

7. What is Pinterest?
 “Pinterest is a tool for collecting and organizing things you
love.”
 People use it to make wish lists, plan trips, organize
events, start collections, interior decorating, plan projects
@JuliaCSocial #SMBNS @CygnetConfectio

8. What is Instagram?
 “Instagram is a fun and quirky way to share your life with
friends through a series of pictures. Snap a photo with
your mobile phone, then choose a filter to transform the
image into a memory to keep around forever.”
@JuliaCSocial #SMBNS @CygnetConfectio

9. Why do marketers love them?
What we pin or photograph
reflects what we desire,
what moves us, who we
want to be.
Pinterest & Instagram are
visual storytelling for your
brand, rather than off-the-
cuff, in-the-moment
statements of what we are
thinking or where we are
hanging out.
@JuliaCSocial #SMBNS @CygnetConfectio

10. Getting Started - Pinterest
 Pinterest Business Pages vs. Personal Profiles
 New Pinterest TOS asks businesses to set up a Business
Page, if you are promoting any type of commercial
activity or selling anything.
 You can convert your existing Personal Profile to a
Business Page. Must convert entire Profile; you can’t
convert individual boards.
 You can create a new account at
business.pinterest.com
@JuliaCSocial #SMBNS @CygnetConfectio

11. Getting Started - Pinterest
 Strategically fill out the About Us
section.
 Use keywords, think of how people
would search for you and your
cause.
 Verify your website.
 Link to Facebook, Twitter – Go to
Settings, Social Networks.
 NOTE: You cannot connect your
Pinterest account to a Facebook
Business Page. YET.
@JuliaCSocial #SMBNS @CygnetConfectio

12. Getting Started - Instagram
 Using your smartphone, sign up for a free Instagram
account and choose a username that represents your
brand. (There is only one type of account.)
 Add a profile photo, biography and link to your
website.
@JuliaCSocial #SMBNS @CygnetConfectio

13. 10 Tips for Success
1) On Pinterest, experiment with tall, infographic-
style graphics to get more engagement.
 Taller images get more re-pins. (Dan Zarella, Likeable Media, 2013)
@JuliaCSocial #SMBNS @CygnetConfectio

14. 10 Tips for Success
2) Keep captions/descriptions to 100-200 characters.
 Including text is helpful for search engines and for users
– it provides context.
 Shorter on Instagram.
(Dan Zarella, Likeable
Media, 2013)
@JuliaCSocial #SMBNS @CygnetConfectio

15. 10 Tips for Success
3) Use hashtags!
 Especially key on Instagram!
 Posts that include hashtags have much higher
engagement than those that do not.
 Type your #hashtag in the Caption field (example: #beach)
 If you want to tag a photo you've already uploaded, just
include your #hashtag in the Comment section.
 After you tag your photo with a hashtag, you'll be able to
tap on the hashtag to see a page that shows all photos users
have uploaded with that hashtag.
 http://blog.instagram.com/post/17674993957/instagram-
tips-using-hashtags
@JuliaCSocial #SMBNS @CygnetConfectio

16. 10 Tips for Success
4) Use “top-performing”
hashtags.
 Not clear if
#followforfollow leads to
high quality followers.
(Dan Zarella, Likeable Media, 2013)
@JuliaCSocial #SMBNS @CygnetConfectio

17. 10 Tips for Success
5) Experiment with making
images showing
something people can
aspire to, be, or create.
 Most pinned words –
“love”, “favorite”, “home”
(Dan Zarella, Likeable Media, 2013)
@JuliaCSocial #SMBNS @CygnetConfectio

18. 10 Tips for Success
6) Do not just re-pin other people’s stuff!
 80% of people on Pinterest are just re-pinning!
 To get results for your business, you must focus on
original content that links back to your website.
 To get ROI from Pinterest:
 Link back to your website or blog
 Link to your email opt-in page
 Link to your product page
 Link to your YouTube channel
@JuliaCSocial #SMBNS @CygnetConfectio

19. 10 Tips for Success
7) Pin and post images with text
overlay.
 Inspiring quotes Use your images
and inlay text over them.
 Make sure they link directly to
your blog posts or website!!
 Use PicMonkey
(www.pickmonkey.c0m) to easily
edit photos.
 Use Quozio (www.quozio.com)
to make quotes or text to go with
a blog post
@JuliaCSocial #SMBNS @CygnetConfectio

20. 10 Tips for Success
8) Hold contests to increase engagement.
 Sony example – Fans were instructed to follow them
on Instagram, post pictures of anything that
represents “love” with the hashtag #sonylove (so they
could easily find the photos).
 One person at random was chosen
every day to win a $50 Sony Store
gift card.
 #Pinittowinit contests on Pinterest
@JuliaCSocial #SMBNS @CygnetConfectio

21. 10 Tips for Success
9) Show that you are human.
 Do not just take photos of your
marketing materials.
 Do not just post about your
products.
 Do not just pin your products.
 Get creative!!
 The best photo streams are full of
interesting content.
 http://pinterest.com/
sammysosamr609/
@JuliaCSocial #SMBNS @CygnetConfectio

22. 10 Tips for Success
10) Always follow the Social Media Rules – it’s not
about you, it’s about your customers.
 The best brands using social media have learned what’s
true of success on any social network:
 It’s about being interesting, not about pushing products.
 Get past the inherent inclination to SELL!
 “What are they interested in?” NOT “What do I want to
sell to them?”
 Chances are, they like you, but they are interested in
more than just your products!
@JuliaCSocial #SMBNS @CygnetConfectio

23. Rogue Ales
Instagram - http://instagram.com/rogueales
 Craft brewery based in Newport, OR
 10,913 Instagram followers
 They show off their beer selection, feature their
customers, show behind-the-scenes photos of how
they make their ales
@JuliaCSocial #SMBNS @CygnetConfectio

24. Oliver Winery
Instagram - http://instagram.com/oliverwinery
 Based in Bloomingtin, Indiana
 643 Instagram followers
 They take followers
through the bottling
process
 Collage apps like
PicStitch or PhotoGrid
@JuliaCSocial #SMBNS @CygnetConfectio

25. Plum Consignment
 Plum Consignment -
http://instagram.com/plumconsignment
http://www.pinterest.com/plumbeverly
 Beverly, MA consignment boutique
 They always use the same filter for consistency.
 They are engaging; you know there is a human
behind the account.
 Pam is always posting new, fresh stuff.
@JuliaCSocial #SMBNS @CygnetConfectio

26. My Wish List
 Atomic Café
 Half-Baked Café
 Babe Boutique
 Casa de Moda
 Winfrey’s Fudge & Chocolates
 Cygnet Confections
@JuliaCSocial #SMBNS @CygnetConfectio

27. Pro Tips - Pinterest
 Find out who’s pinning your stuff!
 www.pinterest.com/YOURURLHERE.com
 www.pinterest.com/source/jcsocialmarketing.com
 Go to www.woobox.com/pinterest to set up a
Pinterest tab and put it on your Facebook Page!
 Analytics and Scheduling – check out:
 Pinster – www.pinster.me
 Reachli (formerly Pinerly) – www.reachli.com
 Pingraphy – www.pingraphy.com
@JuliaCSocial #SMBNS @CygnetConfectio

28. Pro Tips - Instagram
 SumAll - https://sumall.com/
 Nitrogram - http://nitrogr.am/
 Analytics – check out:
 Statigram – http://statigr.am/
 Put a tab on Facebook
 Look at metrics
 Host an Instagram contest
 Can integrate with Hootsuite and other dashboards
@JuliaCSocial #SMBNS @CygnetConfectio

29. What Should I Pin?
 A list of 102 Things to Pin
on Pinterest is at:
 http://jcsocialmarketing.
com/2012/08/102-things-
to-pin-on-pinterest/
@JuliaCSocial #SMBNS @CygnetConfectio

30. Resources
 Pinterest Insider - http://www.pinterestinsider.com/
 Mashable – http://www.mashable.com
 Social Media Examiner –
http://www.socialmediaexaminer.com
 Sue Zimmerman - http://www.suebzimmerman.com/
@JuliaCSocial #SMBNS @CygnetConfectio

31. Questions? Feedback?
 Tweet questions (@JuliaCSocial) or post them on my
Facebook Wall:
 http://www.facebook.com/jcsocialmarketing
 https://www.facebook.com/groups/smbnorthshore
 http://smbnorthshore.org/
@JuliaCSocial #SMBNS @CygnetConfectio