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Pinterest: A Powerful Tool to Share Wellness

InformationAlexandra Tursi, Social Media Strategist,

Fletcher Allen Health Care

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About Fletcher Allen Health Care

Fletcher Allen is committed to being a national model for the delivery of high-quality academic health care for a rural region. Our mission is to improve the health of the people in the communities we serve by integrating patient care, education and research in a caring environment.

Through a vital partnership, Fletcher Allen, the University of Vermont College of Medicine and the College of Nursing and Health Sciences form Vermont’s university medical center – one of just 131 such centers in the country. Together, these institutions improve our region’s quality of life with innovations in medicine and health care that arise from new knowledge and discovery.

As a regional referral center, Fletcher Allen provides advanced-level care to a population of one million people throughout Vermont and northern New York. Our medical center extends beyond our four main campuses to include more than 30 patient care sites and 100 outreach clinics, programs and services throughout the region.

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How would you like to connect with health decision-

makers and nutritional gatekeepers?

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How would you like to have your brand photo shared by

and with thousands of people?

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How would you like to get 90,000 web visitors…from just one photo?

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Even kale can go viral on Pinterest

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A Viral Pin’s Family Tree

1 pin reaches 1.5 million users

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But, first things first

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What is Pinterest?

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Where you go to discover new things and collect stuff

you like.

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More specifically

Pinterest is a pinboard-style photo and video sharing website that allows users to create and manage theme-based image collections such as events, interests, and hobbies. It’s a social network in that users can also browse other pinboards for images, “repin” images to their own pinboards, or “like” photos or videos pinned by other users.

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Then…

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…and now.

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See. Like. Pin.

See something you like online

Hit the “Pin It” button

Choose a board

Share with the world

Note: You can also upload a pin, or “repin” user pins to your boards

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By the Numbers

70 million registered users15% of online adults use Pinterest19% of online women use Pinterest

82.5 billion monthly pageviews

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Who’s Pinning

Women (80% of Pinterest users are female) White 25-34 years old 50% have children Rural and suburban Some level of college education or higher Middle to higher household income

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What Users Pin

57% interact with food-related content

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What Users Pin

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When Users Pin

Weekends Weekdays

• 2-4pm Weeknights

• 8pm-1am

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How Users Pin

Curators, not creators 80% of pins are re-pins,

browsing Pin to Win, Pinterest parties,

#Pintermission

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The opportunity for health care organizations

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Be the expert source

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Fletcher Allen on Pinterest

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Health on Pinterest

Boston Children’s Hospital Brigham & Women’s Centers for Disease Control Cleveland Clinic Dartmouth-Hitchcock Geisinger Massachusetts General Mayo Clinic UCLA Medical Center University Hospitals Cleveland University of Michigan Health System

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How to create “pinteresting” content

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Tutorials

#PinToWin: Images that link to a tutorial generate more site traffic.

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Tips and Advice

#Pinfluencer: Amass a following by providing expertise and resources to your community.

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Inspiring or funny quotes

#PinTip: Find a quote that sums up organizational mottos or beliefs, or brand-appropriate quotes that make you laugh.

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Deadline-oriented results

#PinStat: The pin on the left generated 1,249 re-pins and 111 likes!

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Resource libraries

#PinsAsBookmarks: Inspire pinners to save resources for future use. Offer a link that promises a collection of information. A great way to attract site traffic!

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Photo-heavy infographics

#Pinfographic: Infographics are big. Shorter, photo-heavy infographics tend to attract more attention.

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Must share photos

#APinWorthAThousandWords: Those images that cause a knee-jerk reaction within us, make us smile, make us laugh, make us sigh.

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#BestoftheRest

Tall images get re-pinned more. The 2:3 aspect ratio works best.

Reddish-orange images get 2x the repins as blueish images.

Brand images without faces get 23% more repins than those with faces.

Photos with medium lightness are repinned 20x more than very dark images.

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Don’t be wordy!

#PinStudy: A study of 11,000 pins found that the most re-pinned and commented on items had descriptions ranging from 200-310 words.

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How You Can Get Started

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Ask yourself:

Why do we want to be on Pinterest?Who do we want to reach?What do we have to share?

What resources do we have?

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Pinterest Basics

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Setting up shop

Create account Verify your website Add the “Pin It” button to

your website

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Setting up shop

Keyword optimize your “About” section Include links back to your website

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Pinterest analytics

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Rich pins

Allow users to act on the pin Now only exist for articles, products, recipes, movies You will need to prep your website with meta tags, test

out rich pins and apply to get them on Pinterest

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Know the law

Licensing and copyright. Brands have been burned. Do the right thing: Make sure you have permission to re-

pin content• Check Terms & Conditions of websites from which you pin• Ensure that content will not expire • Ensure that content is not subscription-based• Images: model releases for people featured in images• Branded images: Does stock house allow for social media

sharing and/or derivative work (e.g., placing your brand logo over a stock image).

• Quotes: Do you have the right to use the quotation?• User-generated content: Ask for permission.

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Disrupting the Pinterest Paradigm

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UNICEF

http://www.youtube.com/watch?v=Vq7Hz9YpDeA

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In summary

#1: Make Pinterest part of your social media program. #2: Know the audience – and its behaviors. #3: Strategically link to brand content. #4: Appreciate aesthetic appeal. #5: Know the law!

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Q&A

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Stay connected

Alexandra Tursi

Email: alexandra.tursi@vtmednet.org Twitter: @tursita LinkedIn: http://www.linkedin.com/in/

alexandratursi