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American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013
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Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

Aug 25, 2020

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Page 1: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013

March 19, 2013

Page 2: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

About Me

• Oversee community

management and content

strategy across American

Airlines’ eight social networks

• Worked in social media since

2009 for agencies and

corporation

• Tweet me at @stephaniescott

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Page 3: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

Agenda

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1. Our Digital Footprint

2. Our Team Structure

3. Our Social Strategy

4. Pinterest for Business

5. Q & A

Page 4: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

Our Digital Footprint

American Airlines Social Channels

4

Page 5: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

Our Team Structure

5

Social Customer Service

9 team members

Social Customer Engagement

5 team members

Social Analytics

1 team member

Page 6: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

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Our Social Strategy:

“Build relationships in the spirit of

the new American.”

Define the social customer experience with

authentic conversation, real-time resolution,

energy and inspiration.

Page 7: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

Our Social Strategy

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Customer at the center

• Service is expected on social

• Give our customers a voice

Develop loyalty through unique content

• Social is not a check box

• Deliver real value

• Inspire travel

Be vigilant

• Keep listening

• Be prepared to react at any time

Page 8: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

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Using Pinterest for Business

Page 9: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

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Poll: Are you using Pinterest?

• Yes, for personal reasons.

• Yes, for business reasons.

• Yes, for both.

• Nope, not yet.

Page 10: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

What is Pinterest?

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• Pinterest is a virtual pinboard that allows

users to bookmark, categorize and share their

favorite content across the web.

• Users share content by pinning and

repinning images from websites to different

Pinterest boards, or categories.

• Pinners pin by uploading a photo or using a

pinmarklet on their web browser.

• Pinterest users can connect via Facebook

and Twitter, making it easy to share across

networks.

Page 11: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

What is Pinterest?

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• A pin is an image added to Pinterest. A pin

can be added from a website using the Pin It

button, or you can upload images from your

computer.

• Each pin using the Pin It button links back

to the site it came from.

• A board is a set of pins. A board can be

created on any topic, and you can add as

many pins to a board as you want.

• You can follow all boards by a single user,

or a single board by a user.

• Users can repin, like or comment on a pin.

Page 12: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

Pinterest by the Numbers

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• Launched in 2009

• 1 million registered users in July 2011 and 20 million in July 2012

• 48.7 million users today (Comscore)

• Fastest site in history to reach 10 million users

• 29.5 million visits in February 2013 (Compete)

• 3rd most popular social network after Facebook and Twitter

• Drives more referral traffic than Twitter, and than YouTube, LinkedIn

and Google+ combined

Page 13: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

Who Is Using Pinterest?

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• 80% female

• Majority live in Midwest

• Most between 25 and 44

• $25 – 75K income

• College educated

• Most have children

Page 14: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

How Can You Use Pinterest for Business?

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• Share your brand personality

• Showcase products and services

• Offer creative ways to use your product

• Humanize your business

• Give customers insider access

• Repin your customers

• Have a dialogue

• Drive traffic to your site

• Add ‘Pin It’ button to your site

• Encourage e-commerce

• Conduct promotions

Page 15: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

What’s the Best Content to Share?

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Page 16: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

Conduct a Promotion

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• Identify goals

• Develop campaign

• Give it a home (or board!)

• Include a clear call to action

• Share across social networks

• Measure results

• Tweak, and repeat!

Page 17: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

Case Study: #AAtoASIA

Footer Changed Under Insert>Header & Footer 17 Set Date with Header & Footer

Goal: To kick off our Pinterest

presence, celebrate 25 years to

Asia & promote JFK-HND route.

How it Worked: Pinners repinned

promotional image and an image of

a place they’d like to visit in Asia

with hashtag #AAtoASIA.

Results: 63,600 impressions, 730

repins and 390% increase in

followers.

Page 18: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

Measure Your Results

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• Use tools such as Curalate, Pinerly or Pinfluencer

• Measure engagement via: • Likes

• Comments

• Repins

• Impressions

• Click-thrus

• Measure web traffic

• Watch for trends, including popular content and frequent repinners

• Replicate what works well and reach out to fans

• Pinterest has recently unveiled an analytics tool

Page 19: Leveraging Pinterest for Business · American Airlines Social Media: Leveraging Pinterest for Business Social Media & Mobile Strategies | Eye for Travel 2013 March 19, 2013

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Thank You! Questions?

Stephanie Scott

@stephaniescott