MindSHARE: The Power of Pinterest

Exciting, useful content and more for innovators, like you.

MINDSHARERED DOOR

pinterestthe power of

Red Door MindSHARE: exciting, useful content and more for innovators, like you | the power of pinterest

MINDSHARERED DOOR

Welcome to Red Door’s MindSHARE. At red Door, sharing is one of our key core values. when we find something valuable, we want everyone to benefit. here is a compilation of some of our latest discoveries, tips and insights. enjoy—and feel free to pass it along!

MINDSHARERED DOOR

Red Door MindSHARE: exciting, useful content and more for innovators, like you | the power of pinterest

TAblE of ConTEnTS

pinned to your brand: rich pins On pinterest 5

encourage winning pinning: pinterest promotion rules 6

pins in the map: pinterest place pins 9

pins on-domain: pinterest Api 12

Questions & About red Door Interactive 14

ABOUt

AUtHOrTHE

AnnE bUEHnER,Senior Social Media Strategist

Anne Buehner is red Door Interactive’s Senior Social Media Strategist.

Anne has spearheaded award-winning social media campaigns and strongly believes the days of siloing a brand’s communications are over. Armed with a degree in creative writing and background in pr, she helps brands develop meaningful, authentic, engaged communities and strategically tell their story across channels and platforms through compelling content. Anne also leads the team of social media experts at red Door and works closely with other subject matter experts to ensure strategies are integrated to achieve clients’ goals.

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4Red Door MindSHARE: exciting, useful content and more for innovators, like you | the power of pinterest

pinned to your brand: rich pins On pinterest

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MINDSHARERED DOOR

Red Door MindSHARE: Exciting, useful content and more for innovators, like you | The Power of Pinterest

pinned to your brand: rich pins On pinterest

WHAT ARE ARTIClE RICH PInS?

Recently, Pinterest announced that a new typeof rich pin can be supported on the platform. Along with rich recipe pins, product pins and movie pins, rich article pins are now also available. Brands that have a blog or articles on their websites should now enable rich pins on their site so that articles and blog posts will be presented in a more visually pleasing and credible way to pinners.

When Rich Pins are enabled for articles and blog posts, the following information is presented along with the image on Pinterest (previously, a user would have to click through on a pin to see this information):

• The title

• The author’s name

• A short description of the content (based on the meta-description)

• Where the article is coming from (the brand’s website)

WHY THEY MATTER:

Pinterest boasts over 70 million users, many of which use Pinterest as a bookmarking tool for further reading or to curate reference lists, so it is important for a brand’s information to stand out and entice users to repin their content (over 80% of pins on Pinterest are repins). Rich article pins signify that the image is from a legitimate source and brands won’t have to rely on pinners to write relevant descriptions to entice clicks – the pins will already include it.

HoW To IMPlEMEnT THEM:

Applying for Rich Pins is a relatively easy process, but is somewhat technical. Pinterest outlines the following steps for brands using Rich Pins: • Decide what kind of Rich Pin (product, recipe, movie or article) you want to apply for • Add the appropriate metatags to your site • Validate your Rich Pins and apply to get them on Pinterest

fURTHER READInG:

http://blog.hubspot.com/marketing/pinterest-announces-rich-pins-for-articles-nj

http://blog.tailwindapp.com/how-to-make-rich-article-pins/

http://developers.pinterest.com/rich_pins/

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encourage winning pinning:pinterest promotion rules

Red Door MindSHARE: exciting, useful content and more for innovators, like you | the power of pinterest

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MINDSHARERED DOOR

Red Door MindSHARE: Exciting, useful content and more for innovators, like you | The Power of Pinterest

encourage winning pinning: pinterest promotion rules

oVERVIEW of GUIDElInES

On October 24, 2013, Pinterest announced new promotion guidelines to its Acceptable Use Policy to keep the pinning experience inspirational and authentic for users. Essentially, Pinterest does not want brands to require contest entrants to be required to pin images that they aren’t genuinely interested in, which creates a feed that can feel irrelevant and spammy. Instead, Pinterestencourages brands to use contests to reward users based on quality of pins that reflect individuals’ true aesthetics.

Pinterest provides a list of contest do’s and don’ts in its Brand Guidelines. Here are our biggest takeaways:

Do:

• Reward quality over quantity.

• Make it easy to get involved with clear and simple instructions.

• Read Pinterest’s anti-spam measures to keep your contest fun and useful.

Don’T:

• Require people to add Pins from a selection—let them add what they like.

• Make people Pin your contest rules.

• Run a sweepstakes where each Pin, board, like or follow represents an entry.

• Encourage spammy behavior, such as asking particpants to comment.

• Ask people to vote with Pins, boards, or likes.

• Require a minimum number of Pins.

• Call your contest a “Pin it to win it” contest.

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MINDSHARERED DOOR

Red Door MindSHARE: Exciting, useful content and more for innovators, like you | The Power of Pinterest

WHAT THIS MEAnS foR bRAnDS:

Brands will need to update the way they run Pinterest contests to comply with guidelines. Piqora, a vendor we work with to manage Pinterest contests, provided the following screenshot as an acceptable contest flow.

Shot from Piqora

encourage winning pinning: pinterest promotion rules

In other words, you can’t exclude users who pin from different websites or boards, but you can provide a link to the “inspiration” location. We suspect that most participants will pin from the inspiration board even though it isn’t required because it is easier than pulling from other sources. When we use Piqora for contests, we’re able to direct participants to wherever you’d like after the form is filled out (via Facebook tab or landing page), such as a Pinterest board or a website.

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pins in the map: pinterest place pins

Red Door MindSHARE: exciting, useful content and more for innovators, like you | the power of pinterest

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MINDSHARERED DOOR

Red Door MindSHARE: exciting, useful content and more for innovators, like you | the power of pinterest

pins in the map: pinterest place pins

With over 70 million users, Pinterest is quickly becoming a place where users can plan their future travels or dream about their ideal vacation. According to the site, each day users pin about 1.5 million places onto their boards, cumulating in the over 750 million pins of various destinations currently on the site. In November, 2013, Pinterest announced the release of Place Pins (in addition to various other Rich Pins previously announced), which puts maps and location as the focus of a board.

From the local coffee shop to a European castle, these new Place Pins can give users extra details about the location such as the address, phone number, directions and photos of the location all in one place. The details on Place Pins are powered by information uploaded to Foursquare, making it essential for physical locations to keep their Foursquare accounts up to date so their locations can easily be used as Place Pins on Pinterest. These pins are activated on map Pinterest boards (available in board settings) and create a visual story with place as the hero.

IDEAS foR USE:

To increase visibility using these new pins, brands can:

• Partner on a board with other businesses to create a tour of local shops and restaurants

• Create a walking tour of a city

• Share insider tips and locations to visit in a brand’s hometown

• Pin a list of places that are crucial to the brand (i.e. where it was founded, developed its iconic product, etc.)

• Curate pins of people using/enjoying a product across the globe

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MINDSHARERED DOOR

Red Door MindSHARE: Exciting, useful content and more for innovators, like you | The Power of Pinterest

However, other important notes include: • Ensure your Foursquare account is up to date and includes robust information • Have a plan for creating and promoting your new map board with your audience in a way they will find useful

EXAMPlES of PlACE boARDS fRoM PInTEREST:

• East Coast Beach Crawl from the Travel Channel

• Gastronomic Travel from the Four Seasons Hotels and Resorts

• Top 100 Hotels in the World from Conde Nast Traveler

• The World’s Best Festivals from Fest300

pins in the map: pinterest place pins

nEXT STEPS:

Adding Place Pins to a Pinterest account is an easy process, requiring only a toggle switch turned “on” (add a map) in a Pinterest Board’s setting.

add a map

Example of Place Board

12Red Door MindSHARE: exciting, useful content and more for innovators, like you | the power of pinterest

pins on-demand: pinterest Api

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MINDSHARERED DOOR

Red Door MindSHARE: Exciting, useful content and more for innovators, like you | The Power of Pinterest

pins on-demand: pinterest Api

In November, 2013, Pinterest announced its first API (applied programming interface code), which allows developers to create apps that interface with a web service and bring pins off of Pinterest and onto a brand’s website. The API is only available to a few of Pinterest’s select partners, like Better Homes & Gardens and Zappos, but there is a request form on its website.

WHAT THIS MEAnS foR bRAnDS:

Although it doesn’t change anything for brands that are not included in the initial API rollout right now, we recommend beginning to plan how you will use APIs on your domain. Before you can apply for access to the API, you’ll need to createa wireframe/mockup of its integration and provide it to Pinterest.

See the full request form here.

• Domain search - Developers will be able to surface trending results for keywords such as “Men’s Boots,” “Holiday recipes” or “Fashion Week” • Most recent - A widget to bring a stream of your latest pins to your site, so that visitors can view what you’ve been pinning lately • Related pins - A widget that will suggest other pins people may like based on the item or content they’re viewing

Examples of API’s with select partners

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The domain APIs make four types of analytics function possible: • Top pins – A method to showcase the most clicked pins and top repins

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MINDSHARERED DOOR

Red Door MindSHARE: exciting, useful content and more for innovators, like you | the power of pinterest

lET’S ConnECT:

Our social media experts have helped clients reach and exceed their goals. They live and breathe social media and can help you with any additional questions you may have on the information in this Reditorial. Please email Anne buehner, Red Door Interactive’s Senior Social Media Strategist: [email protected]

We handle a range of services—strategy, SEO, business management, analytics, optimization, creative, user experience and so much more—via expert teams that work in tandem. Click here to contact us, or visit our website to learn more about what we can do for you.

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