Mastering Pinterest

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Mastering Pinterest presentation by Ed Swiderski

Text of Mastering Pinterest

  • 2. MEET PINTEREST Uniqueness drives results Evergreen index of quality content E-Commerce & virtual catalog POWERHOUSE Quality over quantity Great for videos One the fastest growing social platforms in history 80% OF THE TOP 15 PINTEREST CATAGORIES ARE #eventtechlive CONNECTED TO COMMERCE
  • 3. WHO IS PINTEREST? Majority of users are between 25-54 Over 60% of Pinterest users have a college degree Over 25 million unique users Longest average time spent on social platform Concentration on Midwest users Hot Industries #eventtechlive Sources: TRAVEL FOOD FASHION
  • 4. WHY PINTEREST? #eventtechlive Source: Alexa
  • 5. PINTEREST IS NOT An event management tool Low quality content Social in the sense of traditional social For every brand For every industry For every event #eventtechlive
  • 6. PINTEREST VS. ALL Unusually high follower engagement % #eventtechlive Source:
  • 7. IMAGES = EMOTION Images have the potential to promote both a visual and emotional connection You can use your images to: - Show event pictures before, during, and after - Show products that you produce - Inspire users to pin their own images Pinterest also allows users to pin videos #eventtechlive Source: Dynamic Logic MarketNorms
  • 8. HOW #eventtechlive
  • 9. THE BASICS Pins Repins Boards #eventtechlive
  • 10. SOCIAL ROI (REALLY OVERLY IGNORED) = SET GOALS Needs laser focus in order to be effective Must be driven by business needs Must be tweaked based on results What do you consider ROI? Sales? Prospects? Benchmark your results with A/B testing Must be measured. LIKES ARE LAZY. #eventtechlive
  • 11. Goal Examples % Increased sales Increased site visitors by X Improved Customer Service by lowering X calls % customer engagement New product ratings & feedback Goal Success Stories Create brand awareness Stronger consumer relationships Turn happy customers into raving fans Mainstream media exposure Stay ahead of competition Customer service Research & Development Remember This is not just a feel good activity. The goal is to affect your bottom line. #eventtechlive
  • 12. RELENTLESS REACH Using other digital marketing - Email - Blogging - Pin This icons Compelling content encourages #eventtechlive influence
  • 13. CREATIVE BOARD NAMES Engage the Senses State the Obvious Sarcastic Banter Quote others Inspire Themes #eventtechlive
  • 14. EVENTS #eventtechlive
  • 15. EVENT INTEGRATION Drive attendance and awareness pre/post Living event brochure Dynamic product catalog Tools and processes to align with the event Leverage and supplement other networks No age gate, but #eventtechlive
  • 16. PRE-EVENT Involve users in the preparation process for the event (test product images, previous event photos, etc..) Build excitement with behind the scenes Contests Request re-pins and favorite votes Keep users in the loop (without spamming) Establish goals and success measurement Establish hash tags #eventtechlive
  • 17. EVENT BOARDS Reflect brand personality Create specific boards for your event for pre-event prep, inspiration behind the event, the event itself, and post-event Include behind the scenes photos to make your brand more "human Invite users to share on other boards/brands #eventtechlive
  • 18. VISUAL EVENT HUB Curated content hub to complement overall campaign Leverage other platform audiences to participate in your activity Re-pin images related to past events #eventtechlive
  • 19. ANALYZE Promoted pins Pinterest is quickly becoming an online marketplace, so use this to your advantage Determine the right channels ROI is less relevant as transactions are happening in real time Advertisingcoming soon! #eventtechlive
  • 20. POST EVENT Review analytics and lift based on goals Focus on quality product content that triggers emotion = BUY Review goals established pre-event Re-align goals for next event #eventtechlive
  • 21. PLAYS WELL WITH OTHERS #eventtechlive
  • 22. + Already integrated = bigger buzz Combine video with Pinterest Videos can link back to your portfolio Play into share and tell Share images from Pinterest Static iFrame tab Facebook continues to integrate more with Pinterest Great contest integration Source for hand-picked, quality content Be careful Tweet your pins Pinterest and Twitter run on same concept Take advantage of altering pins to fit Twitter before tweeting #eventtechlive them
  • 23. User-curated Evergreen Click throughs Brand lift Cleaner ROI User-generated Real-time Brand mentions Surface-level activity ROI difficult to trace #eventtechlive
  • 24. NEXT SECTION: Viral Content Equation #eventtechlive
  • 25. THERE IS NO VIRAL EQUATION Quality content wins. Some examples of more active content: Infographics - Provides necessary details and figures while stimulating the brain Contests - Pin and Win, Most Repins, Scavenger Hunts, Sweepstakes #eventtechlive
  • 26. PINTEREST ETIQUETTE Following the Rules Would you put it in a frame? Cite Sources for Your Links Dont Smother Your Audience Descriptive Captions Avoid Pinning Addiction Report Spammers Repinning - Only repin content that you believe to be original and not under copyright infringement Images - Images must fit with Pinterests standards of quality Try to only pin content you own or have a license to distribute #eventtechlive
  • 27. Ed Swiderski #eventtechlive