@Matt_Siltala презентация

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INTRO is moving closer to an advertising model and there are many opportunities for businesses to

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@Matt_Siltala
matt@avalaunchmedia.com

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INTRO

is moving closer to an advertising model and there are many opportunities for businesses to help people discover your brand and products. Pinterest is expanding as a content marketing and advertising platform. It’s more than just advertising. These features give you a chance to engage with a community and expose people to more about your brand and products.

@matt_siltala

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@matt_siltala
http://marketingland.com/pinterest-social-search-goldmine-107925

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@matt_siltala

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@matt_siltala

Слайд 6Pinterest’s ‘Pin It’ button
Has now overtaken
Facebook’s ‘Like’ button
and Twitter’s

‘Tweet’ button
on brands’ product pages.

62%

61%

59%

42%

Of brands
have Pin It buttons

Of brands
have Tweet buttons

Of brands
have Like buttons

Of brands
have Google+ buttons


@matt_siltala

Слайд 76 Billion
Photos uploaded each month
Photos & Images get…
More Interaction
than other content
More

Shares

than links

More Likes

50%

10x

7x


@matt_siltala

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Videos on landing pages
Increase page conversion
Rates by
94%
Posts with Visuals receive
60%
of consumers

are more
likely to click on a business
whose images appear in
search results

More page visits and
Engagement than
Those without


@matt_siltala

Слайд 9The trend is going visual



@matt_siltala

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FEATURES YOU NEED TO KNOW


@matt_siltala

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FEATURES

When you pin something Pinterest suggests many related pins from people

you follow and those you don’t). Pinterest is adding many more suggested pins. Notice what comes up and get ideas for boards or content.

SUGGESTED PINS

YOUR
PIN

PINTEREST USERS

SUGGESTED PINS

SUGGESTED PINS


@matt_siltala

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FEATURES

People or brands can pin things to a geological location. This

makes it easier for businesses to advertise to a local audience or for local businesses. While they tend to have less followers you’re likely to get people planning a trip or dreaming of going to these places. You can create demand for your hotel, real estate company, state/city/country, attraction, festivals/events, etc.

LOCATION PINS

YOUR
PIN

YOUR LOCATION


@matt_siltala

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FEATURES

Businesses can add Pinterest’s newer follow buttons (much like the Facebook

like button) to their pages. It goes to a landing page.



FOLLOW BUTTONS & LANDING PAGES

@matt_siltala

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FEATURES

Brands also have a unique landing page that showcases a few

of your most recent pins. It has a unique URL that you can also use in campaigns or contests.

This helps brands when they are running a contest that requires people to follow all their boards to enter. This is an easy way to do that.


FOLLOW BUTTONS & LANDING PAGES

pinterest.com/(YOUR USERNAME)/pins/follow/

@matt_siltala

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FEATURES

The Gift Category gives you more exposure for products and is

a visual shopping engine. Eventually, there will probably be sponsored pins here. When only items that are available for sale are listed in this category. Most are rich pins which give details about the price and inventory. Pinterest also alerts people when the price on a something they pinned drops.

pinterest.com/all/gifts/


GIFT CATEGORIES

@matt_siltala

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FEATURES

Pinterest curates the Pins feed, but they choose from products that

have the rich pins functionality on your website. eBay, Etsy and Shopify already have this feature integrated into their platforms but everyone else has to apply and add meta data to enable this feature. We can see this being another place where advertisers will someday be able pay to have pins show up in searches or highlighted in user’s feeds.

pinterest.com/all/gifts/


GIFT CATEGORIES

PIN
FEED

Curated by
Pinterest


RICH
PINS

@matt_siltala

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FEATURES

Pinterest announced a new Featured Category. It shows up at the

top of the list of categories. These are called PinPicks.


FEATURED CATEGORIES
& PIN PICKS

@matt_siltala

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FEATURES

For example one week’s Pin Pick said: “Weekend Campout.” From this

page, you can follow REI (the sponsor of the featured pins). Pinterest also suggests other brands to follow in the niche and places to visit. There are boards featured that showcase products relating to camping.



FEATURED CATEGORIES
& PIN PICKS


Featured
Category

@matt_siltala

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FEATURES

The page shows product pins from REI, and content from users

as well as other brands that don’t compete but are related (Camper World, KOA, etc). It features camping food (as food is one of the most popular themes on Pinterest) and creates an experience and discovery tool for people based on a theme.



FEATURED CATEGORIES
& PIN PICKS

Weddings
Kids
Science & Nature
Education
Technology
Tattoos
Videos
Geek
Celebrities
Architecture
History
Sports
Men’s Fashion
Cars & Motorcycles

Education
Place Boards
Tattoos
Science & Nature
Weddings
Videos
Geek
Technology
Celebrities
History
Sports
Architecture
Men’s Fashion
Cars & Motorcycles

DAILY USERS

ACTIVE USERS

Most Frequently Browsed Pinterest Categories:

Ahalogy 2014 Pinterest Media Consumption Study


@matt_siltala

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FEATURES

Get content ideas, make sure to tie into something current in

the boards at the top of your profile. Change them out with the seasons. Create boards relating to a theme that are popular on Pinterest.


WHAT YOU CAN LEARN

Featured
Category

Content
Ideas

Content
Ideas

Content
Ideas

Content
Ideas

@matt_siltala

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FEATURES

Anyone can ask questions on Pins and get answers from the

community. You can get an answer from anyone in the community and you get an email when you get an answer from someone.


COMMUNITY QUESTIONS



?

Community
Answers

Question
on Pin

@matt_siltala

KILLED

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FEATURES

This is a great way to interact with your community and

get to know individual pinners or to find content.


COMMUNITY QUESTIONS

Get to
know your
community

@matt_siltala

KILLED

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FEATURES

Pinterest can drive traffic to your web site regardless of product

or service.

Get to
know your
community


MESSAGES

@matt_siltala

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FEATURES

Pinterest can drive traffic to your web site regardless of product

or service.

Get to
know your
community


MESSAGES

The new Messages feature can be used as a marketing tool.

@matt_siltala

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CASE STUDY


@matt_siltala
Courtesy of Pinnablebusiness.com

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CASE STUDY

@matt_siltala
RUSTIC ARTISTRY
YOUR LOCATION
CUSTOM ITINERARY

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TIPS INSPIRED BY CASE STUDY


@matt_siltala

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INSPIRED TIPS

RUSTIC ARTISTRY
YOUR LOCATION
CUSTOM ITINERARY
Don’t just repin, find new material that expresses your

brand personality

@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY
Find new ways to promote your best-performing pins. Look at

your analytics tab on Pinterest to see the Most Recent, Most Repinned and Most Clicked pins. Then comment on pins with something helpful or “like” them to acknowledge the person who pinned them.



@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY
Feature your most pinned or popular images and feature on

other social networking sites. Don’t use the feature to tweet them, create a unique tweet.
Same with Facebook, create
a unique post.



@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

You can quickly create a few of your best images

together into one image to pin again or for other sites. A tool called PinThemAll.net helps make this easy. Use it to create a vertical collage.


@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

Create a pin advertising a new board and pin it

on a more established board.


@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

Do not fill your boards
with pins from your
own

website.
Eventually you will run out of things to pin. You won’t have fresh new content to share on a consistent basis.
On her “Make Mine Rustic” board, only about 5% of the 2800+ pins are from her own website.


@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

Pin your most popular pins to group boards that have

a strong following and are a good fit.

PinGroupie and Board Deck boarddeckhq.com are tools that can help you find group boards. You can also use Pinterest search to find group boards.


YOUR
MOST POPULAR
PIN

POPULAR
GROUP BOARD

@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

Pin content that is performing well more than once -

to another board, to a group board or even again on the same board.
That way your new followers will be exposed to your best content. Wait a month or more in between pins.


1 MONTH

@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

Use PinAlerts to see what’s being pinned from your website

(not just what’s popular on Pinterest).


@matt_siltala

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CASE STUDY


Courtesy of Business.Pinterest.com

@matt_siltala

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CASE STUDY

BUZZFEED
YOUR LOCATION
CUSTOM ITINERARY
According to Dao Nguyen, VP of
Growth and Data at

BuzzFeed…

@matt_siltala

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TIPS INSPIRED BY CASE STUDY


@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

Put your pin button at the top of your images.

@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

Optimize your pins
for mobile

@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

Create beautiful vertical editorial images and put them first in

your
blog posts


Height:
762 px

Width: 625px

@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

Pin Humor.
Of the 100 Buzzfeed stories that have the

most traffic from Pinterest,
30% of the visits are to humor posts.


@matt_siltala

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CASE STUDY


Courtesy of Hello Society
@matt_siltala

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CASE STUDY

CHOBANI YOGURT
YOUR LOCATION
CUSTOM ITINERARY
@matt_siltala

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TIPS INSPIRED BY CASE STUDY


@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

Become friends with your followers by helping them catch a

vision of a better life with your product.


@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

Leverage your social following on other sites. Chobani tweets their

pins but they don’t share them on Facebook with posts and
with the Pinterest
app on Facebook


@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

When they feature recipes on Facebook, they could also add

a link to pin the recipe. A newer feature is a landing page that has a follow all button.



@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

Create custom board cover images to give a consistent look

and brand style to
your profile


@matt_siltala

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INSPIRED TIPS
YOUR LOCATION
CUSTOM ITINERARY

Get your fans involved. Pin their recipes or ideas. Also

consider teaming up with bloggers (who often have a broad social footprint) to create new ways to use your products.


@matt_siltala

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CASE STUDY


Courtesy of Pinterest
@matt_siltala

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CASE STUDY

Four Seasons Hotels and Resorts uses Pinterest to introduce their

line of luxury hotels around the world and to help their customers plan vacations.

Last year they launched a campaign called Pin.Pack.Go (2013). Guests and the hotel create a custom itinerary with a local Four Seasons expert. They pin together on a group board.

FOUR SEASONS HOTELS & RESORTS “Pin.Pack.Go”

YOUR LOCATION


CUSTOM ITINERARY


Since it launched, Four Seasons has seen a 525% increase in followers to its main account.

@matt_siltala

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TIPS INSPIRED BY CASE STUDY


@matt_siltala

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They have a board Gastronomic Travel featuring upscale restaurants around the

world. They pin their own restaurants as well as others.

Over 26,0000 followers.

INSPIRED TIPS


@matt_siltala

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YOUR LOCATION

Over 26,0000 followers.
RESULTS:
900% INCREASE
in the average number of people repinning

their content every day

600% INCREASE

In the average number of pins from their website fourseasons.com year over year

INSPIRED TIPS


@matt_siltala

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MATT’S BONUS PINTEREST TIPS


BONUS INFO
@matt_siltala

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TOP 10 TIPS

Don’t only pin your own products. Once you have

pinned all your own products, there is nothing left for you to pin or to keep your profile fresh by adding new content. Instead, pin around themes relating to your business.


1

@matt_siltala

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TOP 10 TIPS

Find other pinners in your niche who have a

lot of followers. Follow them. Repin them. This will make your own boards more interesting.


2

@matt_siltala

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TOP 10 TIPS

Comment on pins of popular pinners in your niche.

When you do, your logo will show up next to your comment and people who like similar content may click over and follow your boards.


3

@matt_siltala

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TOP 10 TIPS

When you get comments, follow up with a comment
so

the person knows you saw it and that their
comment is appreciated.


4

@matt_siltala

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TOP 10 TIPS

Don’t just repin, find new material that expresses your

brand personality. Some creative ways to find content include, sign up for newsletters from brands you align with. Look at magazines in your niche. Look for related content on blogs and websites. Slideshows often have gorgeous
pin-worthy images you can use (being aware of copyright).


5

@matt_siltala

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TOP 10 TIPS

Use Pinterest tools and business analytics.
Examples: Tailwind, PinAlerts (so

you can see what people are pinning from your own website), PinGroupie (to find group boards) and PinThemAll.net (this finds all photos on a page and lets you select which ones to pin, add your comments and reorder them into a collage).


6

@matt_siltala

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TOP 10 TIPS

Pin your best performing pins to popular group boards

you belong to. You can also pin the same pin more than one time, spaced out several weeks or months. In time the pin will get buried, making it harder for people to find.


7

@matt_siltala

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TOP 10 TIPS

Make a collage of your most popular pins

and post it on Facebook. Invite people to see more of your images on Pinterest. The two networks work well together and people who like what you do on Facebook will probably like you on Pinterest too.


8

@matt_siltala

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TOP 10 TIPS

Increase your engagement.
In the Analytics tab on

Pinterest, open the Most Recent, Most Repinned and Most Clicked sections. Click the heart to "Like" the pins from your website that people have pinned. This is better than putting a comment on each pin that says "thanks for pinning." It's also a great way to find boards to follow back. Sort of like favoriting a tweet on Twitter so people know you saw it.


9

@matt_siltala

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TOP 10 TIPS

Use rich pins. They give your brand so much

more exposure and also give your community much more information and value. Example: a recipe pin regular and one that is a rich pin.


10

@matt_siltala

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TOP 10 TIPS

Use alt tags for your images because that’s what

becomes your description when people pin from your website. Most people won’t change what’s there. Be sure to add
hashtags and keywords so your images come up in searches on Pinterest.


BONUS

@matt_siltala

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@matt_siltala
matt@avalaunchmedia.com
@matt_siltala

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