Pinterest for Business - Tech Day Camp

Julia Campbell
President/CEO of J Campbell Social Marketing
http://www.jcsocialmarketing.com
Tech Day Camp
March 23, 2013

#techdaycamp @skullsflying

About Us
 J Campbell Social Marketing is a boutique digital
marketing firm based in Beverly, MA.
 Using online tools such as social media, blogs and
email marketing, we help small businesses and
nonprofits grow and reach their customers and
supporters.
 We offer solutions to your social media problems –
through training, support and managed services.


Social Media
RULES OF THE ROAD
 Social media tools are always
changing.
 “Getting on social media” is
not a marketing strategy.
 Using social media will not
compensate for a bad product
or service.
 The tools are (mostly) free –
but your time is not.


Social & Mobile are HOT
 67% of online adults use social networking sites.
 15% of online adults use Pinterest
 13% use Instagram
 6% use Tumblr
 67% use Facebook
 16% use Twitter
 20% use LinkedIn


Social & Mobile are HOT
 71% of women are users of social networking
sites, compared with 62% of men.
 Fully 40% of cell phone owners use a social
networking site on their phone, and 28% do so on
a typical day.


PINTEREST
Not just for
recipes and
pretty shoes!


What is it?
 “Pinterest is a tool for collecting and organizing things
you love.”
 Make a wishlist, Plan a trip, Organize an event
 Start a collection, Plan a project


Pinterest is HOT!
 Pinterest has almost caught up with Twitter – 15% of
adult U.S. Internet users (16% on Twitter).
 Pinterest has almost 25 million monthly unique
visitors.
 Pinterest posts last longer – Pinterest pins have a half
life of over one week. (Tweet is 5-25 minutes; 80
minutes for Facebook)
 Pinterest is aspirational, not of-the-moment.
 All statistics from the Pew Internet & American Life Project
(PewInternet.org)


Getting Started
 Pinterest Brand Pages vs. Personal Profiles
 New Pinterest TOS asks you to, if you are using it for
work or promoting any type of commercial activity.
 You can convert your existing Personal account or create
a new one. (Cannot convert individual boards.)


Getting Started
 3 main benefits of Business Pages
 Account verification – that red check box in the bio!
 Access to special “Pin It” button and other widgets
 First access to new upcoming features (Insights!)
 Go to: https://pinterest.com/business/create/


Getting Started
 Completely fill out the About Us section – keywords, think
of search
 Verify the website
 Link your Facebook account and Twitter account
 Add bookmarklet to your browser for easy pinning
 Add “Pin It” buttons to your website – to all pages with
images, to all blog posts (they should all have images)
 To every single product if you have an online store or
catalog
 We are living in a visual world, and Pinterest girls are visual
girls!


Getting Followers
 Pin interesting, visually compelling stuff!
 Follow others.
 Repin, comment, Like – engage.
 Share select pins on all your social networking sites.
 You can share Pins on a Personal Facebook profile (not
a Business page – yet) and Twitter.
 Go to: www.woobox.com/pinterest to set up a Pinterest
tab and put it on your Facebook Page!


What Should I Pin?
 To get results, you must focus on original content.
 80% of people on Pinterest are just re-pinning other’s
content!
 To get ROI from Pinterest,
you must pin images that:
 Link back to your site or blog
 Link to your opt-in page
 Link to your product page
 Link to your YouTube channel (videos are effective)


Ideas for Great Pins
1) Videos from YouTube or Vimeo
 Videos of customers, clients using
your product
 Testimonials from happy customers
 Videos on how to use your product
 Fun videos
 Behind-the-scenes videos
 Training videos
 Keep them short (15-20 seconds)
 Everyone can be a videographer with
a smartphone

2) Images with text overlay
 Statistics
 Use your images and inlay text over them
 Make sure they link directly to your blog posts or
website
 Use PicMonkey to easily edit photos
 http://pinterest.com/nolandhoshino/infosnaps-causes
-and-nonprofits/
 Use Quozio to make quotes or text to go with a blog
post


3) Infographics
 Taking valuable information and making it visual!
 You need to provide value and build yourself as an
expert who shares great resources
 Infogr.am – effortless infographics!
 What makes a great infographic?
 http://marketingland.com/8-experts-talk-about-making-
great-infographics-34958
 http://pinterest.com/mashable/infographics/
 Based on your industry – search #yoga #infographic


4) Checklists
 Pinners love checklists!
 Useful information that serves your community
 Examples of checklists:
 http://pinterest.com/smeadorganomics/checklists/
 http://pinterest.com/gayannl/charts-checklists-tips-hints-g
uides/
 Tip: Make pins TALL, not wide, for more engagement
 http://www.socialmediaexaminer.com/b2b-pinterest-tips/


5) Tutorials
 Fact: Tutorials see a 42% higher click through rate
(CTR)
 http://pinterest.com/pinterestbiz/pinterest-
tutorials/
 http://pinterest.com/smatnics/hair-tutorials/
 http://pinterest.com/robayre/brilliant-craft-tutorials-
i-need-to-try/


Successful Pins…
Have clever captions.
Use keywords and links (they get hyperlinked).
Pins with prices get 36% MORE likes!
How to: Add a price to your pin
Pinterest is not like other social networks – people go
there in the mindset to buy.
Pinterest has a gift section on their home page and in
order to be selected to you need to add a price.


Case Study - Sony
Sony Electronics
 Over 2,500 followers in the first six months since
launching the Sony brand page on Pinterest
 800% increase in traffic from Pinterest to Sony Store
website since launching the page
 Pin It button has received more than 10 times the clicks
from Sony Store vs. Tweet This button
 http://pinterest.com/sonyelectronics/

Small businesses can do this too!

What Worked
 They researched what people were already pinning and
go from there – they found their community.
 They clearly identified their goals:
 Drive sales to the website
 Increase brand affinity
 Grow the Sony community
 They planned their boards for 3 months
 They launched the boards internally and
externally, drawing on their internal cheerleaders


What Worked
 They made their website and all products on it Pinterest
friendly
 They planned a strategic mix of boards
 Lifestyle and fun
 Commercial product boards – Brand New Sony Products and
Sony on Sale
 Retro Sony products and ads
 Sony art board – art created with Sony products or logo


What Worked
 Pin Deals for Sony on Sale board – where an exclusive
Pinterest offer is unlocked once the deal gets repinned
20 times
 They found it very hard to find followers, unlike on
Pinterest
 Using Pinreach and Curalate for monitoring
 Getting their message out on other media –
blog, emails, Facebook, etc.
 People do like products on Pinterest


What’s Hot: Pinterest
GROUP BOARDS SECRET BOARDS
 Collaboration  Inter-office collaboration tool
 Showcasing clients/customers  Social media content
 Demonstrating how to use your development board
product
 Cultivate ideas that you do
 Testimonials not want people to see just
 Promotion – running a yet
contest, acknowledging best
 Ideas for future presentations
customers, online ambassadors
 Networking  Ideas for blog posts
 Authority


Pinterest: Tips
 Find out who’s pinning your stuff!
 www.pinterest.com/source/jcsocialmarketing.com


For more information,
contact us!
Julia Campbell, President & CEO
Jeannine O’Neil, VP and CMO
@skullsflying @Jeannine_ONeil
J Campbell Social Marketing
Beverly, MA

julia@jcsocialmarketing.com
978-578-1328
www.jcsocialmarketing.com


Pinterest for Business - Tech Day Camp

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