Mastering Pinterest presentation by Ed Swiderski

1. MASTERING PINTEREST IN EVENT MARKETING
Presented by Ed Swiderski
LEGACY MARKETING PARTNERS
#eventtechlive

2. MEET PINTEREST
• Uniqueness drives results
• Evergreen index of quality
content
• E-Commerce & virtual catalog
POWERHOUSE
• Quality over quantity
• Great for videos
• One the fastest growing social
platforms in history
80%
OF THE TOP 15
PINTEREST
CATAGORIES ARE
#eventtechlive
CONNECTED TO
COMMERCE

3. WHO IS
PINTEREST?
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Majority of users are between 25-54
Over 60% of Pinterest users have a
college degree
Over 25 million unique users
Longest average time spent on social
platform
Concentration on Midwest users
Hot Industries
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Sources:
huffingtonpost.com/
TRAVEL • FOOD • FASHION

4. WHY PINTEREST?
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Source: Alexa
huffingtonpost.com

5. PINTEREST
IS NOT…
• An event management tool
• Low quality content
• “Social” in the sense of
traditional social
• For every brand
• For every industry
• For every event
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6. PINTEREST
VS. ALL
Unusually high follower
engagement %
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Source: huffingtonpost.com

7. IMAGES
= EMOTION
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Images have the potential to
promote both a visual and
emotional connection
You can use your images to:
- Show event pictures before,
during, and after
- Show products that you
produce
- Inspire users to pin their
own images
Pinterest also allows users to pin
videos
#eventtechlive
Source: Dynamic Logic MarketNorms®

8. HOW
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9. THE BASICS
• Pins
• Repins
• Boards
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10. SOCIAL ROI
(REALLY OVERLY IGNORED)
= SET GOALS
Needs laser focus in order to be effective
Must be driven by business needs
Must be tweaked based on results
What do you consider ROI? Sales?
Prospects?
• Benchmark your results with A/B testing
• Must be measured. LIKES ARE LAZY.
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11. Goal Examples
• % Increased sales
• Increased site visitors by X
• Improved Customer Service by
lowering X calls
• % customer engagement
• New product ratings & feedback
Goal Success
Stories
• Create brand awareness
• Stronger consumer relationships
• Turn happy customers into
raving fans
• Mainstream media exposure
• Stay ahead of competition
• Customer service
• Research & Development
Remember
This is not just a feel good activity.
The goal is to affect your bottom line.
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12. RELENTLESS
REACH
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Using other digital marketing
- Email
- Blogging
- Pin This icons
Compelling content encourages
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influence

13. CREATIVE
BOARD
NAMES
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Engage the Senses
State the Obvious
Sarcastic Banter
Quote others
Inspire
Themes
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14. EVENTS
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15. EVENT
INTEGRATION
• Drive attendance and
awareness pre/post
• Living event brochure
• Dynamic product catalog
• Tools and processes to align
with the event
• Leverage and supplement other
networks
• No age gate, but…
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16. PRE-EVENT
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Involve users in the preparation
process for the event (test product
images, previous event photos,
etc..)
Build excitement with behind the
scenes
Contests
Request re-pins and favorite votes
Keep users in the loop (without
spamming)
Establish goals and success
measurement
Establish hash tags
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17. EVENT
BOARDS
• Reflect brand personality
• Create specific boards for your
event for pre-event prep,
inspiration behind the event,
the event itself, and post-event
• Include behind the scenes
photos to make your brand
more "human”
• Invite users to share on other
boards/brands
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18. VISUAL EVENT HUB
• Curated content hub to complement overall campaign
• Leverage other platform audiences to participate in your activity
• Re-pin images related to past events
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19. ANALYZE
• Promoted pins
• Pinterest is quickly becoming
an online marketplace, so use
this to your advantage
• Determine the right channels
• ROI is less relevant as
transactions are happening in
real time
• Advertising…coming soon!
#eventtechlive

20. POST EVENT
• Review analytics and “lift”
based on goals
• Focus on quality product
content that triggers emotion
= BUY
• Review goals established
pre-event
• Re-align goals for next event
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21. PLAYS WELL
WITH OTHERS
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22. +
• Already integrated = bigger
buzz
• Combine video with Pinterest
• Videos can link back to your
portfolio
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Play into “share and tell”
Share images from Pinterest
Static iFrame tab
Facebook continues to
integrate more with Pinterest
• Great contest integration
• Source for hand-picked,
quality content
• Be careful
• Tweet your pins
• Pinterest and Twitter run on
same concept
• Take advantage of altering pins
to fit Twitter before tweeting
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them

23. •
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User-curated
Evergreen
Click throughs
Brand “lift”
Cleaner ROI
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User-generated
Real-time
Brand mentions
Surface-level activity
ROI difficult to trace
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24. NEXT SECTION:
Viral Content Equation
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25. THERE IS
NO VIRAL
EQUATION
• Quality content wins. Some
examples of more active content:
• Infographics
- Provides necessary details and
figures while stimulating the
brain
• Contests
- “Pin and Win”, Most Repins,
Scavenger Hunts, Sweepstakes
#eventtechlive

26. PINTEREST
ETIQUETTE
Following the Rules
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Would you put it in a frame?
Cite Sources for Your Links
Don’t Smother Your Audience
Descriptive Captions
Avoid Pinning Addiction
Report Spammers
Repinning
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Only repin content that you believe
to be original and not under
copyright infringement
Images
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Images must fit with Pinterest’s
standards of quality
Try to only pin content you own or have
a license to distribute
#eventtechlive

27. Ed Swiderski
Ed.swiderski@legacymp.com
#eventtechlive