Digital Megaphone Pinterest Power Talk - National Pork Board
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Presentation from Digital Megaphone's August 2012 Pinterest Power Talks featuring Cathy Lee Fredrickson
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Digital Megaphone Pinterest Power Talk - National Pork Board
- 1. Why now? What boards? Which pins?
- 2. 1 Showcasing “Pals of Pork” 2 Influencer-generated content 3 Following influencers
- 3. Advanced PINNING a Pinning strategy b Purpose of Pinterest c Engagement triggers d Boards
- 4. Pinterest CONTESTS 4
Hinweis der Redaktion
- Why now? We saw that Pinterest fit nicely into our already establish social media strategy with a large group of Pinners looking for lifestyle and recipe inspirationMany were already pinning pork’s recipes from our website, so it was a natural progression for us to create an home for “All Things Pork”If our content was out there, we wanted to be part of the storyWhat boards? With our boards we work to tell a story and provide meal inspiration from fun and fanciful pig related kitchen tools, to the best glazes for Easter Ham from all over the internet. RECENT PULLED PORK PROGRAMWe look at our boards as an extension of our brand and use them to be seen as a resource for “All Things Pork” PEOPLE ARE TALKING ABOUT PORK, WE NEED TO TURN THE CONVO TO THE CUTS WE’RE PROMOTINGWhich Pins?When looking for ideas and other pins, we always check to see if the pins link back to original content and that content relates to the story we’re trying to tellWe look for appetizing photography, because PEOPLE EAT WITH THEIR EYES FIRST
- Who are the Pal of Pork?Not only are tons of cooks pinning about pork but tons of influencers are too. SUSAN RUSSO EXAMPLE Who to follow?We have made a conscious effort to retain and continue to establish new connections throughout the blogosphere. If we see that there is a user that is consistently sharing great content, we will follow them. WE REACH OUT TO SHARE CONTENT ACROSS ALL PLATFORMS We follow frequent food and drink influencers as a great way to identify, build and foster relationships with influencers (parent bloggers, celebrity chefs, and food bloggers)
- Pinning Strategy:We cross promote what we’re pinning and what we’re sharing on our other social media channels, Facebook and Twitter along with our website, PorkBeInspired.comWe cognizant to keep a balance between original pins from Pork and re-pinning other’s contentGoing outside the group you’ve curated and search for certain terms to find other Pinners that you may have overlooked Purpose of PinterestThis means that we can open the pool of fans, seek more influencers, and be better networked in the blogosphere and foodie world. The amount of people, products, and trends we can touch is almost endless.Engagement triggersBoardsBranded and NonBranded
- Brave new world, and we’re finding key learnings as we go. Many times, the contests are a way to promote NPB’s Pinterest page by leveraging influencers to promote the contest and Pinterest boards.First contest – 12 entriesKey Learning: High barrier of entry (create an entire board) Second contest – 100 entriesKey Learning: Lower barrier of entry (re-tweet our chop pins or a chop photo of their own)Both contests helped drive traffic to PBI.com and our growing Pinterest page The Motherhood integration with Publix bloggers was a way to integrate a community of influencers already engaged in Pork conversations to elevate NPB’s Pinterest page.Integrating with existing program Twitter parties leveraged the constant stream on pork conversation and promoted two pork social channels on parallel paths.