Pinterest for business

Pinterest for Businesses

2

Contents

Where is Pinterest now?

Change in T&Cs

Excellent Pinterest campaigns

Ways businesses can be using Pinterest

Measuring Pinfluence

Avoiding Copyright Catastrophes

3

Where is Pinterest now?

4

Stats

12m monthly active users (and growing!)

Driving more traffic (1.05%) than Twitter (0.82%), still less than Facebook (6.38%)

Engaging users as much as 2-3 times as efficiently as Twitter was at a similar time in history

90% females – however with the advent of organisations joining, more males are joining

Average time spent: 1 hour and 17 minutes (compared with Twitter (36 minutes), LinkedIn (17 minutes) & Google+ (6 minutes)

5

What people are pinning:

Home (17.2%)

Arts and Crafts (12.4%)

Style/Fashion (11.7%)

Food (10.5%) – fasting growing category with 50% more repins than style/fashion

Inspiration/Education (9.0%)

6

What are consumers doing and how does this affect business?

7

Change in T&Cs

8

New T&Cs

Effective from 6th April

For commerce - previous terms stated that by posting content to Pinterest users grant Pinterest the right to sell content. Selling content has not been removed from terms.

Acceptable Use Policy – pins encouraging dangerous behaviour (self-harm/self-abuse) will be removed

Simpler tools – for anyone trying to report alleged copyright or trademark infringements

Private pinboards

Like everything on Pinterest, these updates are a work in progress.

9

Excellent Pinterest Campaigns

10

Inspiration Day by Kotex

11

Guess ‘Colour Me Inspired’ Campaign

Fashion brand Guess challenged fans to create boards based on four spring colours: “Noir Teal,” “Hot House Orange,” “Red Hot Overdue” and “New Plum Light.”

Participants titled boards“Guess My Color Inspiration” to measure number of entries.

The #GUESScolor hashtag was used to monitor pins.

12

BMI’s Pinterest Lottery

Encouraging users to repin images of destinations

BMI set up 5 destination boards containing 9 pins (number are assigned to each pin 1-45)

Users choose 6 numbers and repin up to 6 images within the boards

Random number generator used to select the numbered destination image and everyone who repinned the images goes into prize draw

Winner then picked at random

13

Whole Foods and Pinterest

Nothing promotional – uses Pinterest as any other user would

Pins relate to Whole Foods’ core values– Caring about the community and the environment– Promoting healthy eating and educating stakeholders– Selling the highest quality organic and natural foods

available– Creating ongoing win-win partnerships with suppliers

Boards are carefully created with values in mind

14

Other ways businesses can use Pinterest

15

Other ways Pinterest can work for brands…Turn content into infographics and data charts.

Promote user-generated content with a guest pinner board. Promote with a competition driving traffic to Pinterest profile.

Don't just pin pictures, pin videos. Content that’s highly relevant to the client; news clips, interviews and YouTube videos.

Introduce the members of your team in behind-the-scenes scenarios such as conferences, company events, development of a product, volunteering.

Create customer boards – e.g. Visitors to the Isle of Wight, The Body Shop’s Volunteers, Ghastly Grimm and UKTV, etc.

Become Pinnable - driving traffic to client’s Web page and promoting their

products/services.Nurture relationships – short term tactics such as competitions will be effective in the short-term. Focus on defining voice and creating a community by generating conversations = long-term benefits

16

Avoiding Copyright Catastrophes

17

Ways for a brand to protect itself

Pin What You Own

Share original content a brand has created or materials for which they have a license to use.

Ask for “Pin”mission

Before sharing content, contact the source.If there’s something you’ve found that aligns with a brand’s strategy and you see value in capitalizing on it, simply ask the original creator for permission.

Give Credit Where It’s Due

Straight from Pinterest’s Pin Etiquette: credit your sources. Pinterest suggests linking your pin back to the original source when you post it. This is akin to citations you used in college research papers.

18

Measuring Pinterest

19

Metrics

Increase in followers

Interactions

No. of Repins

Tools to measure Pinfluence; Pinpuff or PinClout

Measuring traffic to website from Pinterest

20