The Power of Tele-Visual Experiences & Pinterest

# The Power of Tele-VISUAL Experiences & Pinterest

Presented by,Benjamin J. Weisman SVP, Digital Creative InnovationsMRM : Princeton, NJ | May, 2012

Visual Culture

› A picture is worth a thousand words.

› Tele-Visual experiences are how we interpret the world.

› People are enthusiastically using images to communicate.

› We need to channel & harness the power of visual in our work.

› People now expect it.

What we have begun to refer to as Social Media is better described as:

› Computer › Assisted › Social › Interactions

ALL Media By It’s Nature Is Social

A Year Changes A Lot

Last year we talked about the rising power of Facebook, Twitter & Location based services.

› Facebook now is expected as a part of most digital experiences.

› Devices & screen types are rendering content in mobile ways.

› Location based services are now expected by Users.

› Visual services like Pinterest, Youtube, Instagram, are fast growing.

Get The Right State Of Mind

Establish vision & enculturate into people & environments.

Vision

Culture

Perspective

Sharing

Experiential

Prepare // For The Visual

Prepare // For The Visual

› Be an image snob.

› Follow a schedule.

› Engage, share, celebrate.

› Participate, Participate, Participate.

› Make topics searchable: #HashTag.

Rich visual experiences are now the expectation.#

See things through a Users eyes with simple visuals.#

Content Curation is Key. Activate This Power. #

People respond to other people. Use these images to help consumers connect with your Brand.#

Hash-Tag when you post images. It makes those images searchable.#

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Research your competitors. Follow them too.#

Plan your content out. Critique. Be critical, your Fans will be. #

Understand your Users & Audience. Give them attention & commitment. #

People want useful, & inspirational content to help visualize how products impact their lives. #

Define a voice for yourwall Post, Pins & #HashTags.

It’s like character creation. How would Chicago magazine talk if it was a person, or if it was planning to go to a party? Your characteristics & tone will reverberate with your audience.

Make sure it’s authentic & related to your brands & region.

Create A Voice Your Audience Understands

Pinterest // The Basics

#Pinterest Basics

Browse peoples profiles, search boards, set up an account to post & pin, share with embed code, click through to the source.

Data Chart Source: http://www.hubspot.com/how-to-use-pinterest-for-business/

What Is This #Pinterest Thing?

› A keep safe haven.

› A place to collect things.

› A Scrap Book of things you love.

› A visual way to search curated content.

The Founder’s & The Background

Ben Silbermann is now CEO of Pinterest.

› Growing up he was a collector of leaves & insects. He liked having keep sakes & being able to organize these interests, and it’s represented in Pinterest.

› May 17th Pinterest announced 100 Million in new funding. They are estimated to be worth 1.5 Billion.

Paul Sciarra, Ben Silbermann, & Evan Sharp are recognized as Co-Founders

Source: http://startupgrind.com/2012/04/pinterests-unlikely-journey-to-top-of-the-startup-mountain/ http://startupgrind.com/2012/04/exclusive-pinterest-co-founder-paul-sciarra-is-leaving-the-company/

http://news.cnet.com/8301-1023_3-57435953-93/pinterest-pins-down-$100m-in-new-funding/

How Do I Get Started?

An image added to Pinterest

{ A Pin } { Pinboard }{ Pinning }

A set of themed pins

The act of visually sharing content

How Do I Get Started?

{ RePin } { Pin it Button } { Pinner }

Re-posting somebodyelse’s pin

Button Placed on web-sites that helps fascilate sharing on Pinterest & links back to the

source site

Person who does the sharing

How Do I Get Started?

http://pinterest.com/about/goodies/ Use these short hands to get features.

Type @ to mention people, # to add tags, $ to add price.

Pinterest Mobile App

Pins From Followers Search Your Profilehttp://www.pinterestinvite.org/mobile-pinterest/

Pinterest // What’s Under The Hood?

Edu 101 stuff

Being publishers, think where else you can create content or business partnership or alliance:

› Promote local news through multiple channels.

› Make collections of relevant topics.

› Engage with pins & comment with @ and # to drive traffic & conversation on desired topics.

Edu 101 stuff

Pinterest enables Users to log in with “social sign-on” via Facebook, Twitter, or E-mail. › This Social connectivity is key to Pinterests rapid growth & success, it moves across multiple channels.

Pinterest posts can go to Facebook & Twitter at the same time when logged in via those services. › One post, multiple Feeds.

› It’s a great way to socialize images.

Source: http://www.hubspot.com/how-to-use-pinterest-for-business/

Edu 101 stuff

Source: http://www.hubspot.com/how-to-use-pinterest-for-business/

Add links that are trackable to your Pins and comments:

› Include links to drive traffic to relevant content and brand destination pages.

› Use trackable links, like bit.ly, to track referrals & lead generation.

› These will gain powerful insights about your Pins, Boards & Users.

Edu 101 stuff

Source: http://www.hubspot.com/how-to-use-pinterest-for-business/

Add the Pin-it button to your website(s):› Make it easy for your visitors to share the visual content on your sites pages. Some Users will expect it.

Add the Pin-it button to your Web Browser(s):› Make Pinning to your Boards easy while working online. Just click it to pin images on a page!

Create a Video Gallery:› Pinterest isn’t just for photos! It handles video content as well. Post relevant videos to further content engagement.

Edu 101 stuff

Take stock of what images and photos you have ready to use:› Got images of your staff handy? How about some recent events? Photos of food from the recent restaurant opening? Fashion show shots? Take stock, curate and Pin!

Editorial content you have from recent articles:› Be sure to have photos in your news & editorial posts. Pin them onto Boards to help socialize & drive readership.

Make sure the images are strong:› Use a critical eye. It’s ok to have less.

Edu 101 stuff

Source: http://www.hubspot.com/how-to-use-pinterest-for-business/

Remember, you are content creators. Your brand, your content & your overall value as a Media & News resource positions you for success.

› Encourage your readers to create User Generated Content for a contest. Encourage them to Re-Pin your content or upload their images from events & local happenings.

› Remember, if launching a contest, check the Pinterest Terms of Use.

Visual Players // Other Practitioners

Who else is doing this?Other Tele-Visual experience services:

ffffound.com

flickr.com

wantful.com

socioety6.com

instagram.com

tumbr.com

thismoment.com

Facebook & Twitter Are In ThisThe 2 most popular social networks are both visual.

twitter.com

› But status updates are core to their experiences. › Photos have long been supported, but secondary for many users. › That’s why Facebook just bought Instagram for 1 billion.

facebook.com

The Largest Community Publisher

As Facebook begins it’s IPO status and stock purchase ensues, it’s clear that they are still growing. The largest global content publishing initiative the world has ever seen.

The Verdict is out on the role of Advertising here. Who can say what form it will take. Will it be meaningful to the Facebook Users? Their power as a publisher is undeniable, yet will they fuel visual desires?

facebook.com

Instagram Profiles That Are Spot On

Saboskirt Playboy

For publishers, Fashion/Style & Food are endless sources of visual content .

Starbucks Dunkin Donuts

For publishers, Fashion/Style & Food are endless sources of visual content.

Instagram Profiles That Are Spot On

Photo & Video Services like Flickr, iPhoto & Youtube plug right in.

Mavens of product design & modern style deliver with interactive TV.

Apple TV

Case Studies // What’s Been Happening

http://pinterest.com/wholefoods/

Builds on culture of the typical Whole Foods Shopper:

› Green› Sustainable› Foodies› DIY-ers

http://pinterest.com/etsy/

Classy, thoughtful Images, curated with what feels like a careful consideration.

They’re laying in Prices with http://pinterest.com/about/goodies/#pinmarklet

http://pinterest.com/hgtv/

Serves as inspiration, how-to’s, & current trends.

They’re, allowing User’s to see something as simple as a color in 62 different ways.

› Ask yourself how you can apply these technique for your content & advertisers. Think what products match in groupings and share it.

http://pinterest.com/hgtv/

http://pinterest.com/nordstrom/Very strong corporate info, & their boards are visually rich & clear.

http://pinterest.com/nordstrom/Integrates current trends; Boo the dog & promlook-books, Brand favorites, & influencers/top designers.

http://pinterest.com/southwestair/

Takes a high level approach– just loving planes.

Can lend itself to brand identity & passion.

› Ask yourself how you will get Users to follow your boards? Use the Search Dialog box. Search for other users who self select interest in these, converse with them with @ and # on similar topics.

http://pinterest.com/southwestair/

Fun, low maintenance

BUT…notice how other URLs are showing up:

Important to remember copyright infringement.

Might lead to “rules of engagement” in the future on Pinterest:

Pictures are not owned by Southwest Airlines or employees etc.

http://pinterest.com/generalelectric/

Hefty mission statement to “Cure the world”

But they do a nice job of bringing back vintage images from over the years & showcasing their products in new ways.

› Ask yourself how you can use Pinterest in different ways for yourself, your publications & your cli-ents and advertisers. Make it a forum to do something you aren’t yet doing.

http://pinterest.com/generalelectric/

Hefty mission statement to “Cure the world”

But they do a nice job of bringing back vintage images from over the years & showcasing their products in new ways.

Nice own-able content:

› simplifying complexity.

http://pinterest.com/chobani/

Goes back to the idea of not just being about the product, but being the lifestyle.

Sponsors the US Olympic Team! Can’t wait to see those guys eating yogurt.

› Ask Yourself, How can I use content to deepen my audiences engagement & Brand affinity towards purchase.

http://pinterest.com/chobani/

Chobani also did this Info-mation:

8 pins that attained 7,496 followers!Valuable content to the user!!

› Ask Yourself, what value are you providing your Users.

http://pinterest.com/source/chicagomag.com/

Chicago Magazine is representing on Pinterest.

They’re Pinning content related to:

› Editorial Stories

› Food

› Real-Estate

› Style & Fashion

› The Arts

http://pinterest.com/losangelesmag/

LA Magazine is representing on Pinterest with Pins around:

› Food › Real-Estate › Local Happenings › Travel & Leisure

› Style & Fashion › The Arts › Celebrating Their Magazine Covers

Roi // How To Monetize & Monitor

ROI For PinterstPinterest partners with a firm called SkimLinks ( http://skimlinks.com/ ) to automatically scan every link posted to Pinterest.

› They check to see if it goes to a retail site with an affiliate program. These links, then automatically are added to an affiliate code that ensures Pinterest will make some cash associated with a sale from that link.

› Pinterest makes revenue from simply having it’s Users Pin commerce URL’s.

Pretty smart Pinterest, & a low cost to get a return.

http://www.clickz.com/clickz/news/2170022/pinterest-affiliate-service-attracts-thousands http://pindollars.com/

ROI for Users

Users invest a lot of time on Pinterest.

› They get a return on their time investment with the ability to easily find & review content they are actually interested in:

Time = Pinning + Searching

Return = Collections

› Images of content they care about.

Defining Your ROI Criteria Via Poker!So, here’s a tactile example. Say you play in an Online Poker Tournament:For example, if you entered a 9-seater $10+$1 Game at Poker Players Web Site and won the first prize of $45, your ROI for that one game would be:

Profit = $45 - $11 = $34Investment = $11ROI = ($34 / $11) x 100 = 309% Reference: http://www.thepokerbank.com/strategy/tournament/roi/

ROI=Profit

(winnings - investment)

(Buy-in + fee)

x 100%Investment

How Can I Apply This Stuff?

› Shine local happenings.

› Post images of your clients products & services so they are contextually relevant to your audiences.

› Own your regions restaurant, community & art’s scene.

› Take & pin images of your local area events and client sponsorship activations. #HashTag them & drive traffic to your digital presence.

How To Monetize

1. Magazines could monetize their regional Pin Boards. Pin images that Advertiser run in a regional printed magazine or online mag. Ask the Advertiser for a few other images of their products & services, post them & @UserName your Advertisers - driving linked traffic.

2. Set up boards for Advertising clients. Create a package offer - run an Ad in our Mag & we will set up a Pin Board & maintain it for 1 month. Or make a Pin Board of your existing client’s Ad’s & create a mini gallery!

3. Create #HashSearch terms on buzz topics & insert links back to your Brand & client profiles or Boards. Use content & content terms. Make similar images easier to find for your Branded content!

How To Monetize

4. Sell maintenance & insights & brand alignment with credible content.

5. Tap User passion points. Some of your Users love fashion & food. Channel this & dialog with these passionate local Fans. At events know who they are, & photograph them & @them in the Pin of the images later. Channel this passion & participate by showing <3.

6. Have contests. Free ones, or prize ones. Either way be sure to celebrate your Users & Fans via recognition. People want to be stars & part of a community. Ask them if they want to be photographed with the next Fashion line you plan to highlight, or invite them to a restaurant sampling & photograph them as the first to try new food or drink.

Where Do Your Photos Live?

› Pinterest is all about visuals. But it’s also about click throughs and about where your images come from. Sometimes your strategies may involve direct uploads for images and video to Pinterest.

› But other times, it may involve linking to images on your site and other web-sites. Think about your outcomes, and where you may want your Users to end up.

Who Owns The Images?

› A service that enables images & content to be licensed or placed in the public domain.

› What does this mean?

Check before using an image, it may be copyrighted, or it may be public domain, before you pin, consider this.

creativecommons.org

Legal Considerations Are Real

› Be sure to work out contracts with clients you service.

› Know who ultimately owns the images that you Pin.

› If you Pin clients images you discover online, be sure they are really images they own & not just images of their products, that someone else took!

› Pinterest treats Brands like people in it’s terms of service. Read it.

› Being Publishers, be sure to work out all your photo usage up-front when possible.

Conclusion // Start Today

Conclusion

The Visual Experience is a way that we remember our lives.

We are compelled to take pictures, & as Publishers we have the opportunity to capture moments that touch our consumers lives & translate that in to revenue opportunities that are visual in nature & deliver relevancy that our audience already are craving.

It’s surprisingly easy to make these simple strategies come to life.

Let’s start today.

Thank You //

Instructor BioBenjamin J. Weisman, Senior Vice President, Digital Creative Innovations, MRM Princeton Office, an InterPublic Group company.

In my role at MRM Princeton, I play the role of equal parts Creative Director, Digital Strategist,Product Designer & Motion Theorist. I’m continually seeking out new & innovative ways to approach digital marketing in both physical & synthetic spaces. My work embodies a respect for, & a focus on, end-user needs, direct marketing, mobile & social media integration.

I love finding new creative ways to define experiences using emerging platforms & methods. It’s a part of what enables marketers to connect & collaborate with audiences. I’m hyper focused on producing work with my clients & teams to define these new authentic ex-periences around curated content & utility that really impact peoples lives.

I’ve honed my skills at top digital shops including Iris, Deep Focus, Tribal DDB, Ogilvy & HBO, — driven by entrepreneurial curiosity that has earned me a reputation as an industry ‘trailblazer’. I can’t help but be fascinated by culture & tools. It’s part of our Human roots. It’s only natural that I’m drawn to digital social media tools & services. With keen proficiency, I work to help migrate users/consumers to new & pre-commoditized landscapes.

I have been lucky to have the opportunity to bring voice & engagement to Brands like, adidas, Office Depot, COTY, HBO, MGM, Miramax, Weinstein, Nike, SONY, Sony Pictures, AT&T, Sony Ericsson, Vitamin Water, Hertz, AVIS, Applebee’s, IHOP, Cuervo, Dewars, Russian Standard Vodka, ETS, GRE, TOEFL, PRAXIS, TOEIC & the NRDC. I have also been privileged to help drive Pharmaceutical Brands like, BMS, Sunovion, Orencia, Plavix, Lunesta, Humira, Brovana, Alvesco, Xopenex, Trajenta & SPRYCEL.

This year, 2012, I am serving as Chairmen of the Advisory Board of the Social Media Society. I am married, have 3 daughters, & am a Naturalist who finds inspiration in humanity’s roots, & science fiction.

[email protected] instagram: buckyben1 pinterest.com/buckyben1/ flickr.com/buckyben1

Instructor ConsultationBenjamin J. Weisman, Senior Vice President, Digital Creative Innovations, MRM Princeton Office, an InterPublic Group company.

Interested in further services, let’s talk & let’s do [email protected]