In this document, we focus on best practices that brands like Etsy, Topshop set on Pinterest. With its 5 buttons / widgets and its rich pins, Pinterest represents a great opportunity for brands, to develop their online web content strategy and spread the world with their products.

1. PINTEREST: !
A GREAT OPPORTUNITY FOR BRANDS!
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NOVEMBER 2013!
Conseil Analytics - Web Content - Social Media Marketing!

2. PINTEREST: A VISUAL SOCIAL NETWORK!
Social networking sites have become more visual. This is especially the
case of Pinterest. The site, which consists of images and videos arranged
in a bulletin board style layout, has become one of the largest social
networks in US.!
Unlike Facebook and Twitter, which rely on content from a network of friends
and followers, Pinterest focuses on the “interest graph” and is made up of
people who gather around topics of interest rather than relationships.!
29/11/2013!
Conseil Analytics - Web Content - Social Media Marketing!
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3. PINTEREST: MARKETING POTENTIAL TO COME!
Pinterest drives more traffic to websites than Twitter, LinkedIn, !
Google+ and YouTube combined. !
Pinterest's recent valuation at $3.8 billion suggests that a huge amount of
potential is seen in the way the social network could bridge pins with
purchases.!
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4. SALES REVENUE BY SOCIAL MEDIA WEBSITE!
20% Pinterest users purchase an item they have seen on the site!
Pinterest accounted for just 2% of social commerce (Facebook dominated with a
whopping 55% of social e-commerce sales).!
With its visual and product focus, Pinterest is a natural partner for e-commerce.!
29/11/2013!
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5. SHOWCASING ETSY’S BRAND!
Etsy Key Figures:!
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Over 800,000 online shops!
15 million one-of-a-kind items!
356 000 Pinterest followers!
87 boards.!
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6. RICH PRODUCT PINS: ETSY EXAMPLE!
Rich product pins offer several
advantages: !
!
- Get higher click-through rates than
regular pins,!
- Make your brand more visible
because your logo is on the pin,!
- Product pins are more likely to
appear in a category feed, like
Men’s Fashion or Gifts,!
- Include automatically updated
details, like price changes and
availability.!
!
*Rich Pins also includes Article Pin, Recipe Pin,
Movie Pin, Place Pin.!
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7. DRIVE INCREMENTAL TRAFFIC AND SALES
Etsy launched a Guest Pinner
program to bring different points
of view and engage the
community in content sharing on
Pinterest.
Items pinned from Etsy also come with
attribution, ensuring that each pinned
item carries a shop’s name and that the
details contain the item name and price. !
Upon observing that their customers
were pinning Etsy items onto Pinterest,
the Etsy team added the Pin It button
on each item listing page on Etsy.com.!
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8. ETSY: LEARNING FROM CUSTOMERS!
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9. TOPSHOP CAMPAIGN FOR CHRISTMAS GIFTS!
Topshop has created a Pinterest campaign that will center around customers,
creating and submitting inspirational boards for the Holiday season. !
This can cover all aspects of the
Holiday period including decorations,
a dream dress, their ultimate festive
tree and Topshop products. !
!
Entitled #DearTopshop the campaign
plans to take a 360 approach and
make its presence known on & offline.!
29/11/2013!
Conseil Analytics - Web Content - Social Media Marketing!
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10. #DEARTOPSHOP CAMPAIGN!
Ultimate gift guide that will feel personalized to each customer. !
!
Quirky and easy search categories
such as “A gift that will wow”, “All
things that sparkle” and “A bit of
romance” will help customers find the
perfect gift or party outfit on the
company’s website.!
ccccccccc
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These can be pinned, shared, shopped
and celebrated through all of
Topshop’s digital worlds, with top
pinned products being featured on the
brand’s homepage every day.!
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11. PINTEREST PLACES!
Pinterest Team designed Place Pins to combine the beautiful imagery of a
travel magazine with the utility of a map online.
Users can access from anywhere
on Android device or iPhone, to find
new places on the go and even get
directions!!
!
Place Pins also include extra details
like the address and phone number
right on the Pin.!
29/11/2013!
Conseil Analytics - Web Content - Social Media Marketing!
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12. PINTEREST BUTTONS OR WIDGETS!
Adding a Pin it button or widget to product pages on your
website provides an easy way for people to share your content
on their boards.!
5 types of buttons or widgets are available: !
Pin
It Button: invite people to Pin things from your website!
Follow Button: invite people to follow you from your website!
Pin Widget: embed one of your Pins on your website!
Board Widget: embed entire pin boards on website!
Profile widget: show up to 30 of your latest Pins on your site!
29/11/2013!
Conseil Analytics - Web Content - Social Media Marketing!
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13. THANK YOU FOR YOUR ATTENTION! !
+33 228039047"
cgoyat@cgoandco.com!
lverdier@cgoandco.com!
Twitter : @cgoandco!
cgo&co"
22, RUE RACINE 44000 NANTES!
140 BIS, RUE DE RENNES 75006 PARIS!
www.cgoandco.com!
!
Conseil Analytics - Web Content - Social Media Marketing!