Pinterest 101

A guide to Pinterest May 2012

Compiled by @Etta_Howell for

@saidWotORM

Before we begin…

The statistics and information shared in this document are true and correct

as found on the 25th and 26th of April 2012.

Pinterest is growing so rapidly that statistics may change drastically in a

month, but up-to-date at time of publish.

All the information and statistics are freely available on the www.

This guide was not compiled for a specific brand or client, but with the goal

of assisting our audience in managing their online reputation and

presence.

If you have any queries or comments, please do not hesitate to contact us.

Pinterest: An Overview

What is Pinterest?

• Pinterest is a photo-sharing network that allows users to share all image found

on the web as well images they upload themselves, by pinning these to virtual

pinboards.

• Users can browse pinboards, “re-pin” images to their own boards and

“like” photos they find interesting.

• The network is also linked to

Twitter and Facebook, allowing

users to share and interact across

platforms.

• The network already passed 21

million unique visitors per

month.

Pinterest: An Overview

Some Pinterest Statistics:

• Daily users have increased by more than 145% since the

beginning of 2012

• The platform has already proven to be a valuable marketing tool

with SEO advantages. Pinterest is also driving more traffic to websites

and blogs than YouTube, Google+ and LinkedIn combined.

• Users spend an average of 1 hour, 17 minutes on the network,

compares to 36 minutes spent on Twitter and 17 on LinkedIn.

• Pinterest is retaining and engaging users 2-3 times

more efficiently than Twitter.

Pinterest is used by businesses to:

• Expand networks

• Sell products

• Drive word-of-mouth referrals

• Create virtual catalogues

• Drive traffic to their websites

• Share their look and feel

• Do research

“But remember that this is social media. If you simply display images of your products

without contributing other content or sharing other users' pins, you'll likely find that

people don't pay much attention. After all, no one likes a self-absorbed blowhard.” –

Jason Falls

Pinterest: An Overview

Pinterest is used by individuals to:

• Follow trends and topics they are interested in

• Share interests with friends and followers.

• Plan an event

• Find inspiration for personal or work projects

• Find ideas for new things to do

Pinterest: An Overview

Who are using Pinterest:

• Mostly 18- 44 year olds

• Upper-income

• More women than men

“Of course, as women make a huge range of purchase decisions for themselves and others (think

travel, health care, home goods, food) having first-mover advantage can be an attractive proposition

to many brands.” - Darika Ahrens -

The Audience

How it works:

• The only way to join Pinterest at the moment is by invite, meaning that

you either need to be invited by someone already using the network or

request an invite.

• Every time an image is pinned, followers will see it, and like Facebook

content, pins can go viral.

• Other pinner can then share your images by “re-pinning” it.

The Lingo

Pros:

• Pinterest drives traffic to websites

• It can be used as an SEO tool: This is effective when adding links to your

descriptions on pinboards, photos, videos and comments.

• It enables users to share content across platforms, including Facebook

and Twitter.

• Pinterest will increase brand awareness and reach.

• The network is user-friendly.

• Consumers are motivated to interact with the brand as they are engaging

with the themes and traits of you company, rather than the brand as a whole.

• The platform provides an opportunity to take content online that have been

left offline, like the business’ style and inspirations.

The Pros and Cons

Cons:

• The network is limited to visual content - Businesses that aren’t particularly

visual may not tie back to the brand.

• The network does not offer business-orientated features, like pages

designed specifically for brands.

• The search function prioritises pins and boards above people results.

The Pros and Cons

The best way to determine if Pinterest could attract buyers is simply to

give it a shot. Set up an account and start pinning things that are relevant

to your business but not too promotional.

Think Twice

Keep in mind that Pinterest is a visual platform. If your product or brand is not

visually appealing or you do not have a physical product, it may be difficult to

manage your presence on Pinterest.

In addition, adding an additional social network to your online presence will require

time and manpower to manage. Never jump on the bandwagon if you do not

have the necessary resources to stay there.

• Avoid Self-Promotion: The network’s terms and conditions limits

promotion on the platform. Thus, only relevant and interesting content

should be shared with the intention of showcasing your brand’s identity and

not with the intention of hard selling.

• Describe your images: Descriptions can be used to create relevance and

context for the audience. Links to the company website can be added here.

• Credit your sources: If you pin something, ensure that it links back to the

original source.

Pinterest Etiquette

Employees on Pinterest

• By following a collaborative approach, employees can be encouraged to get

to know each other and communicate the company’s personally to the public.

• For example: Décor ideas for the office, lunch ideas, staff fashion, staff talents

and events can be pinned in addition to product images.

Building Followers

• Promote your Pinterest account on your website and other social media sites as

well as offline.

• Add a “pin it” button to your site as well as a call to action for the audience to

follow your brand on Pinterest.

• Ensure that your pinboards are interesting and grab attention.

• Use your current SEO and keyword strategies to create titles and descriptions.

• Engage with other pinners by following related topics and boards, linking others’

content, repining and replying to comments on your pins.

Best Practice: Do’s

Do:

• Pin images related to your industry, brand, products, staff, offices, environment

and interests.

• Follow interesting boards and individuals .

• Re-pin and comment on pins by others.

• Add descriptions to your pins.

• Include your website URL in you pin descriptions.

• Pin videos from Vimeo and YouTube.

• Track pinterest.com as a referral source in your website analytics.

• Create images specifically with Pinterest in mind.

• Use the platform to run competitions and promotions, like offering a prize

to someone who comments on your pin and creating images for special offers.

.

Best Practice: Do’s

Do:

• Add a “Pin It” button as well as a Pinterest “Follow Us” button to your website.

• Also install a “Pin It” button on your browser to pin images directly from you

bookmarks toolbar.

• Categorize your boards to ensure that people will see your pins.

• Ensure that your boards are themed and tells a story about your brand.

• Make sure your images are “Pinteresting” by pinning content that is

aesthetically pleasing. Vertical images also receive more real estate on the

current browsing layout.

Best Practice: Do’s

Do:

• Get your employees involved by motivating them to pin and repin your

images as well as comment on photos. Also be sure to create boards where

they can actively participate, like a board with photos and bios of all your staff

members.

• Share data such as infographics and charts, but ensure that your pins are still

interesting. Remember to customise charts to display your logo and contact

details.

• Use Pinterest for competitor research by finding out what your competitors

are pinning and what their users are pinning from their site.

Best Practice: Don'ts

• Don’t clone your website or other platforms. Pinners want unique content.

• Don’t use too much text by posting too much information in your descriptions.

• Don’t pin to only one board, but make sure you pin to as many boards as

possible.

• Don’t use hashtags. They are for Twitter.

• Don’t only pin your own content.

• Don’t spam. Do not follow individuals or boards in the hopes of them following

back

Best Practice: Who is doing it right?

Whole Foods Market

• Whole Foods Market has 26 741 followers and 40 boards.

• They pin pictures of food, food art, kitchens and Kitchen gadgets, gardening

tips for your vegetable garden, recycled or reused products (to inspire

customers to be environmentally responsible) and health tips.

• Overall, the brand is sharing content that reinforce their brand promise

personality and promise.

Best Practice: Who is doing it right?

Birchbox

• Birchbox is a beauty brand with 10 736 followers and 3 016 pins.

• They share pins related to fashion trends, celebrity gossip, perfumes,

backstage at fashion shows and hair tips.

Best Practice: Who is doing it right?

Woolworths SA

• Woolworths SA has 157 followers and 101 pins.

• They share pins related to home-ware, shoes, food, beauty and fashion. In

addition, they also have a board dedicated to “Good Business Journey”,

motivating environmental responsibilities.

Measure

How do we measure success?

• If your audience often comment, like or re-pin and your brand has a high

following, your content is successful.

• If your website analytics show traffic from Pinterest, it means that people are

clicking on your images to find more information. Thus, this is a good measure

of successful pinning!

More Information

If you require further information with regards to Pinterest or need assistance in setting up your account and planning content, please do not

hesitate to contact us.

For more case studies, visit http://www.slideshare.net/saidWot

We are also eager to monitor and manage your online presence. Please contact us to set up a demo account for you.

South Africa: Tel: +27 11 021 8740 Email: infosa@saidwot.com Web: www.saidwot.com

United States: Tel: +00 (1) 704 450 2403 Email: infous@saidwot.com

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