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Sanne van den Barselaar
Marketing & Communication
We are a creative agency crafting digital
        solutions for good companies. We believe
       great digital work is about inspiring people.

This presentation covers the do’s and don’ts on Pinterest,
    containing cases of both International and Dutch
                   brands on Pinterest.




                        www.pixelfarm.nl
Pinterest


            Pinterest is a virtual pinboard. It lets you organize
            and share all the images you find on the web.


            Pins
            Posts are called pins. A pin is an image added to Pinterest.
            A pin can be added from a website, or it can be uploaded
            from your computer.

            Boards
            A set of pins is called a board. A board can be created on
            any topic, such as Cool posters, Recipes for Dinner, or a
            Wishlist. A board can contain an unlimited amount of pins.
Pinterest                   Facts & Figures




                                              80%

                                                             20%




    The platform has about           Pinterest is being dominated by women   Online shoppers referred from Pinterest
 2.2 million daily active users.     (80% vs. 20% men) in the age category   are 10% more likely to buy something
                                         25-34, with 34-44 close behind.       and spend 10% more than visitors
                                                                                   from other social networks.
Brands killing it on Pinterest
Brands killing it on Pinterest


What they have in common

	 Personal touch
	Humor
	 Pins are related to company
	 Pins are relevant to audience
	 Pins are authentic
	 A lot of colour and variety in boards
	 >800 pins
	 Lots of followers (40k - 115k)
Whole Foods Market   The world’s leader in natural & organic foods




                          As you can see Whole Foods uses a lot of
                          different boards and each of them has its
                          own theme. Of course they stay close to
                          their product; food.
Etsy   Online marketplace for handmade & vintage goods




                                        Etsy has about 2750 pins and 38 colorful
                                        boards. They know exactly what the consumer
                                        wants as they focus on different themes, from
                                        weddings to pets and from food to furniture.
                                        And that pays off! Their pins are good for a total
                                        of 121k followers!


                                        		Interesting fact: Nearly 1 out of 5
                                        		online shoppers claim that their recent
                                        		 purchase was made after seeing an
                                        		 image from Etsy on Pinterest.
The largest independent news source dedicated to covering digital
Mashable   culture, social media and technology.




                                    Mashable has a lot of traffic on its website
                                    and implemented ways to pin images from
                                    the site. This causes a lot of people to
                                    navigate from mashable.com to their
                                    Pinterest channel and vice versa.
Pixelfarm research


Research Dutch Market                                                     7%           5%
                                                                                       active
                                                                          no content


Pixelfarm researched the activity of 330 well known Dutch      7%
brands on Pinterest. Results show that just a small percent-   upcoming

age (5%) are active on Pinterest. About 7% are upcoming
with several boards and some pins, against another 7%
that does have a Pinterest account but without any content
on it.

If you do the math, you see that over 81% of the Dutch
brands aren’t using Pinterest at all while it’s one of the
fastest growing social media platforms this year!                                               81%
                                                                                                not using
Dutch brands on Pinterest



                       Followers   Pins   Boards   Following


                          366      1491     26        22


                         445       226      16        27


                         421       202      13        7




Data from 08/08/2012
Do’s and Don’ts




     Are you on Pinterest or thinking about doing something with
       this fast growing platform as an online marketing tool?

                Then have a look at the following do’s and don’ts.
                       They might come in handy for you.
Do’s




First make sure you have a complete profile:

	 Brand it with your logo and make sure it’s of good quality
	 Add a (company) description
	 Make sure you integrate your website and other social media platforms
	 Don’t place empty boards on your wall
	 Make sure your boards are placed into the right category
Do’s


       Optimize your pins with hashtags(#), links,
       categories and keywords. This way you make
       it easier for your audience to find you as
       Google notices new content and social signals.



       		Note: don’t add too much text to 	
       		 the image unless it’s relevant.
Do’s




       Follow individual boards instead of persons to
           avoid content overload in your stream.
Do’s




            Discover when to pin
       On your Pinterest homepage you find an overview of
              the latest likes, repins and followers.
Do’s



Analyze popular pins and find out
where they’re pinned from.

Simply put, a pin is popular when it’s getting pinned and
liked by a lot of people and therefore shows up in your
stream more often.
Do’s




       Follow inspirational platforms like Colossal or
           Boredpanda to get fresh visuals to pin.
Do’s




       Make sure you download the ‘pin plugin’ or
       ‘pin it’ button for your browser. This way you
       can pin every image from the web!
Don’ts

                Don’t pin everything! Be selective
                   in what you pin and repin.

                      The 3 basic elements of great pins:




         Colorful           Relevant for your audience          Fun, aesthetically
                                 or a wide public           attractive or newsworthy
Don’ts




         Don’t upload pins that are not yours!
         It’s social media, so if someone finds out be ready
         to get burned.
Don’ts

         Post good quality pictures
         The photo on the left is a great example of a good
         quality picture. It’s sharp and it enlarges to the
         original size when clicked.




         Avoid bad quality pictures
         The photo shown above is not only of poor
         quality, its also too small. If you were to click on
         this image it would not enlarge and that can
         frustrate the followers of your boards.
Don’ts




         Don’t hide the source. Make sure you give
                 credit where credit is due.
Don’ts




                       SPAM


         Above all: don’t spam your followers with
            irrelevant, non-authentic content.
Engagement




Three ways to create Pinterest engagement:

1. Get to know your followers. Your pins should be interesting enough for them to like and repin
2. Add board contributors and work together on a board
3. Create opportunities for followers to promote you (through competitions for example)
Draw attention

              Other interesting ways to get yourself noticed




Smart Trike                           Uniqlo
Pinspiration



Womens inspiration day

Kotex was responsible for one of the world’s first Pinterest
campaigns. They focussed on 50 active, female Pinterest
users and sent each of them a package with personalized
gifts. The campaign was a big success as the women start
sharing their gifts on Pinterest and other social networks,
resulting in almost 700k impressions.                          Check out their campaign.
Pinspiration



Peugeot’s Panama Puzzle

Another brand that came up with an original cross media
campaign is Peugeot. Peugeot’s Panama unit ran a
contest that awarded fans who completed a Pinterest
puzzle. The brand’s Pinterest profile featured images of
cars running over two or more boards. In each case, a
board was missing. Fans had to go to Peugeot Panama’s
Facebook page or website to get the missing pieces.
Pinterest
            Even if you don’t consider your business as a visual brand
                  there are ways to reach out to your audience.




                    Get into the head of your followers.
                   Analyze what they pin, repin and like.
            Pin what’s interesting for them without losing sight
                    of your (brand) identity and values.


                 And above all INSPIRE!
Bijdorp Oost 42           +31(0)180 642060
                                                                             2992 LA Barendrecht       getintouch@pixelfarm.nl




                                         Questions?getintouch@pixelfarm.nl




pinterest.com   business2community.com   techplugged.com            shopify.com                    dutchcowgirls.nl              usatoday.com
mashable.com    http://bit.ly/MbuF46     http://bit.ly/MiJLL6       http://bit.ly/M3pCHp           http://bit.ly/OIZ2Ts          http://usat.ly/N0blgd

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Pinterest Do's and Don'ts

  • 1. Sanne van den Barselaar Marketing & Communication
  • 2. We are a creative agency crafting digital solutions for good companies. We believe great digital work is about inspiring people. This presentation covers the do’s and don’ts on Pinterest, containing cases of both International and Dutch brands on Pinterest. www.pixelfarm.nl
  • 3. Pinterest Pinterest is a virtual pinboard. It lets you organize and share all the images you find on the web. Pins Posts are called pins. A pin is an image added to Pinterest. A pin can be added from a website, or it can be uploaded from your computer. Boards A set of pins is called a board. A board can be created on any topic, such as Cool posters, Recipes for Dinner, or a Wishlist. A board can contain an unlimited amount of pins.
  • 4. Pinterest Facts & Figures 80% 20% The platform has about Pinterest is being dominated by women Online shoppers referred from Pinterest 2.2 million daily active users. (80% vs. 20% men) in the age category are 10% more likely to buy something 25-34, with 34-44 close behind. and spend 10% more than visitors from other social networks.
  • 5. Brands killing it on Pinterest
  • 6. Brands killing it on Pinterest What they have in common Personal touch Humor Pins are related to company Pins are relevant to audience Pins are authentic A lot of colour and variety in boards >800 pins Lots of followers (40k - 115k)
  • 7. Whole Foods Market The world’s leader in natural & organic foods As you can see Whole Foods uses a lot of different boards and each of them has its own theme. Of course they stay close to their product; food.
  • 8. Etsy Online marketplace for handmade & vintage goods Etsy has about 2750 pins and 38 colorful boards. They know exactly what the consumer wants as they focus on different themes, from weddings to pets and from food to furniture. And that pays off! Their pins are good for a total of 121k followers! Interesting fact: Nearly 1 out of 5 online shoppers claim that their recent purchase was made after seeing an image from Etsy on Pinterest.
  • 9. The largest independent news source dedicated to covering digital Mashable culture, social media and technology. Mashable has a lot of traffic on its website and implemented ways to pin images from the site. This causes a lot of people to navigate from mashable.com to their Pinterest channel and vice versa.
  • 10. Pixelfarm research Research Dutch Market 7% 5% active no content Pixelfarm researched the activity of 330 well known Dutch 7% brands on Pinterest. Results show that just a small percent- upcoming age (5%) are active on Pinterest. About 7% are upcoming with several boards and some pins, against another 7% that does have a Pinterest account but without any content on it. If you do the math, you see that over 81% of the Dutch brands aren’t using Pinterest at all while it’s one of the fastest growing social media platforms this year! 81% not using
  • 11. Dutch brands on Pinterest Followers Pins Boards Following 366 1491 26 22 445 226 16 27 421 202 13 7 Data from 08/08/2012
  • 12. Do’s and Don’ts Are you on Pinterest or thinking about doing something with this fast growing platform as an online marketing tool? Then have a look at the following do’s and don’ts. They might come in handy for you.
  • 13. Do’s First make sure you have a complete profile: Brand it with your logo and make sure it’s of good quality Add a (company) description Make sure you integrate your website and other social media platforms Don’t place empty boards on your wall Make sure your boards are placed into the right category
  • 14. Do’s Optimize your pins with hashtags(#), links, categories and keywords. This way you make it easier for your audience to find you as Google notices new content and social signals. Note: don’t add too much text to the image unless it’s relevant.
  • 15. Do’s Follow individual boards instead of persons to avoid content overload in your stream.
  • 16. Do’s Discover when to pin On your Pinterest homepage you find an overview of the latest likes, repins and followers.
  • 17. Do’s Analyze popular pins and find out where they’re pinned from. Simply put, a pin is popular when it’s getting pinned and liked by a lot of people and therefore shows up in your stream more often.
  • 18. Do’s Follow inspirational platforms like Colossal or Boredpanda to get fresh visuals to pin.
  • 19. Do’s Make sure you download the ‘pin plugin’ or ‘pin it’ button for your browser. This way you can pin every image from the web!
  • 20. Don’ts Don’t pin everything! Be selective in what you pin and repin. The 3 basic elements of great pins: Colorful Relevant for your audience Fun, aesthetically or a wide public attractive or newsworthy
  • 21. Don’ts Don’t upload pins that are not yours! It’s social media, so if someone finds out be ready to get burned.
  • 22. Don’ts Post good quality pictures The photo on the left is a great example of a good quality picture. It’s sharp and it enlarges to the original size when clicked. Avoid bad quality pictures The photo shown above is not only of poor quality, its also too small. If you were to click on this image it would not enlarge and that can frustrate the followers of your boards.
  • 23. Don’ts Don’t hide the source. Make sure you give credit where credit is due.
  • 24. Don’ts SPAM Above all: don’t spam your followers with irrelevant, non-authentic content.
  • 25. Engagement Three ways to create Pinterest engagement: 1. Get to know your followers. Your pins should be interesting enough for them to like and repin 2. Add board contributors and work together on a board 3. Create opportunities for followers to promote you (through competitions for example)
  • 26. Draw attention Other interesting ways to get yourself noticed Smart Trike Uniqlo
  • 27. Pinspiration Womens inspiration day Kotex was responsible for one of the world’s first Pinterest campaigns. They focussed on 50 active, female Pinterest users and sent each of them a package with personalized gifts. The campaign was a big success as the women start sharing their gifts on Pinterest and other social networks, resulting in almost 700k impressions. Check out their campaign.
  • 28. Pinspiration Peugeot’s Panama Puzzle Another brand that came up with an original cross media campaign is Peugeot. Peugeot’s Panama unit ran a contest that awarded fans who completed a Pinterest puzzle. The brand’s Pinterest profile featured images of cars running over two or more boards. In each case, a board was missing. Fans had to go to Peugeot Panama’s Facebook page or website to get the missing pieces.
  • 29. Pinterest Even if you don’t consider your business as a visual brand there are ways to reach out to your audience. Get into the head of your followers. Analyze what they pin, repin and like. Pin what’s interesting for them without losing sight of your (brand) identity and values. And above all INSPIRE!
  • 30. Bijdorp Oost 42 +31(0)180 642060 2992 LA Barendrecht getintouch@pixelfarm.nl Questions?getintouch@pixelfarm.nl pinterest.com business2community.com techplugged.com shopify.com dutchcowgirls.nl usatoday.com mashable.com http://bit.ly/MbuF46 http://bit.ly/MiJLL6 http://bit.ly/M3pCHp http://bit.ly/OIZ2Ts http://usat.ly/N0blgd