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Mastering Pinterest presentation by Ed Swiderski
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#eventtechlive
MASTERING PINTEREST IN EVENT MARKETING Pr!"!#$!% b& E% Sw'%!r"('
LEGACY MARKETING PARTNERS
#eventtechlive #eventtechlive
MEET PINTEREST
• Uniqueness drives results • Evergreen index of quality
content • E-Commerce & virtual catalog
POWERHOUSE • Quality over quantity • Great for videos • One the fastest growing social
platforms in history 80% OF THE TOP 15 PINTEREST CATAGORIES ARE CONNECTED TO COMMERCE
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WHO IS PINTEREST? • Majority of users are between 25-54 • Over 60% of Pinterest users have a
college degree • Over 25 million unique users • Longest average time spent on social
platform • Concentration on Midwest users
Sources: huffingtonpost.com/
H)$ I#%*"$r'!" TRAVEL • FOOD • FASHION
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WHY PINTEREST?
Source: Alexa huffingtonpost.com
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PINTEREST IS NOT… • An event management tool • Low quality content • “Social” in the sense of
traditional social • For every brand • For every industry • For every event
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PINTEREST VS. ALL Unusually high follower
engagement %
Source: huffingtonpost.com
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IMAGES = EMOTION • Images have the potential to
promote both a visual and emotional connection
• You can use your images to: - Show event pictures before,
during, and after - Show products that you
produce - Inspire users to pin their
own images • Pinterest also allows users to pin
videos
Source: Dynamic Logic MarketNorms®
#eventtechlive #eventtechlive HOW
#eventtechlive #eventtechlive
• Pins • Repins • Boards
THE BASICS
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• Needs laser focus in order to be effective • Must be driven by business needs • Must be tweaked based on results • What do you consider ROI? Sales?
Prospects? • Benchmark your results with A/B testing • Must be measured. LIKES ARE LAZY.
SOCIAL ROI (REALLY OVERLY IGNORED) = SET GOALS
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G)+, -+.p,!" G)+, S*//!"" S$)r'!"
• % Increased sales • Increased site visitors by X • Improved Customer Service by
lowering X calls • % customer engagement • New product ratings & feedback
R!.!.b!r This is not just a feel good activity.
The goal is to affect your bottom line.
• Create brand awareness • Stronger consumer relationships • Turn happy customers into
raving fans • Mainstream media exposure • Stay ahead of competition • Customer service • Research & Development
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• Using other digital marketing - Email - Blogging - Pin This icons
• Compelling content encourages influence
RELENTLESS REACH
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CREATIVE BOARD NAMES • Engage the Senses • State the Obvious • Sarcastic Banter • Quote others • Inspire • Themes
#eventtechlive #eventtechlive EVENTS
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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…
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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
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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 #eventtechlive
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 #eventtechlive
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
• Advertising…coming soon!
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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
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PLAYS WELL WITH OTHERS
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• Already integrated = bigger buzz
• Combine video with Pinterest • Videos can link back to your
portfolio
• Great contest integration • Source for hand-picked,
quality content • Be careful
• Play into “share and tell” • Share images from Pinterest • Static iFrame tab • Facebook continues to
integrate more with Pinterest
• Tweet your pins • Pinterest and Twitter run on
same concept • Take advantage of altering pins
to fit Twitter before tweeting them
+
#eventtechlive #eventtechlive
• User-curated • Evergreen • Click throughs • Brand “lift” • Cleaner ROI
• User-generated • Real-time • Brand mentions • Surface-level activity • ROI difficult to trace
#eventtechlive #eventtechlive
NEXT SECTION: V'r+, C)#$!#$ Eq*+$')#
#eventtechlive #eventtechlive
• 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
THERE IS NO VIRAL EQUATION
#eventtechlive #eventtechlive
PINTEREST ETIQUETTE • Would you put it in a frame? • Cite Sources for Your Links • Don’t 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 Pinterest’s
standards of quality • Try to only pin content you own or have
a license to distribute
F),,)w'#0 $1! R*,!"
#eventtechlive #eventtechlive
E% Sw'%!r"(' [email protected]