Pinterest for Brand (E. Vivier / JN. Chaintreuil)

V 1.1 An opportunity for brands? Or another social media fad? Helping companies to understand A quick summary about Pinterest.com for brands & the future of digital marketers : figures, principles, examples,… Version 1.1 by Emmanuel Vivier & Jean Noel Chaintreuil | +33 6 11 62 37 94 | emmanuel.vivier@gmail.com | jnchaintreuil@gmail.com ©Emmanuel Vivier & Jean Noël Chaintreuil. All rights reserved . www.emmanuelvivier.com & http://jnchaintreuil.com › Paris, Moscow & New-York

How to download these slides? Just click on the link below and fill up the form ;) Click below http://bit.ly/pinterest-slides to get the slides of this presentation ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 2

http://pinterest.com/about/ What is Pinterest? Pinterest is a Virtual Pinboard. • Pinterest lets you organize and share all the beautiful things you find on the web = an Information Gathering Tool = a curation platform . People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes. Best of all, you can browse • Pinterest’s goal is to connect everyone in the pinboards created by other people. world through the 'things' they find Browsing pinboards is a fun way to interesting. They think that a favorite book, discover new things and get toy, or recipe can reveal a common link between two people. inspiration from people who share • With millions of new pins added every week, your interests. Pinterest is connecting people all over the world based on shared tastes and interests. • To get started, request an invite. ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 4

http://pinterest.com/about/ What is Pinterest? What Can You Do with Pinterest? • Redecorate your Home! Joy uses Pinterest to save decorating ideas for her new home in LA. She saves patterns, furniture, and accessories that catch her eye. • Plan a Wedding! Divya and Ben use Pinterest to plan their wedding. Their Moms can leave comments about the dresses, flowers, and ties they pin up • Find your Style! Tim uses Pinterest to share his personal style. He pins clothing, shoes and accessories he finds while browsing stores and fashion blogs. • Save your Inspirations! Sha uses Pinterest to save design inspirations for his job. He can reference inspiring design work to share with his team at Trulia. ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 5

Source : luc legay : http://www.flickr.com/photos/luc/6871504887/sizes/l/in/photostream/ What is Pinterest? Pinterest vs the other social platforms : Pinterest is not replacing the existing tools. It offer complementary functionalities. Like a twitter with pictures, or the 2.0 version of a Netvibes, it mainly appeals to women thanks to its user friendly interface Source : Chart from luc legay and visual appeal. ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 6

http://en.wikipedia.org/wiki/Pinterest Who is behind Pinterest? A few facts History Company facts • Dec 2009 : Development of Pinterest started • The startup has 19 employee • March 2010 : The site launched as a closed • Business Model : Pinterest derives beta some income from modifying • Aug 16, 2011: Time magazine published Pinterest in its "50 Best Websites of 2011" users' affiliate links to commercial sites. column By replacing the original affiliate • Oct 2011, the company secured $27M in tracking code with Pinterest's tracking funding code, any affiliate payment is passed to • Dec 2011: the site entered the top 10 social Pinterest instead of the original affiliate networks, according to Hitwise data, with 11M • Most of the site's users are female, with total visits per week 97% of the site's Facebook "likes" being • Dec 2011 : the company was named the best new start up of 2011 by TechCrunch. made by women. • Jan 2012 : ComScore reported the site had 11.7 million unique users, making it the fastest site in history to break through the 10 million unique visitor mark. ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 7

Source : WCG How does Pinterest work? Principles • Users can “pin” images via the • When “pinning,” users can click on the image following ways: and be taken to the original website – Tool bar bookmarklet pulls images • Users can choose to follow some or all of other users’ boards in order to see future from any site and pins the site and pins a corresponding thumbnail image • In addition to “repinning,” users can like or to a pin board comment on pins – Uploading an image from your • Users can also create shared pin boards and computer or your mobile phone assign other users to be admins of the board using the app • When “pinning,” users have the option of – Copy/paste link and select sharing their new “pin” on Facebook or corresponding thumbnail image Twitter Pin It Bookmarklet – “Pin It” social sharing buttons on websites (where available) – Or by “repinning” items – thus adding a viral aspect to the community ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 8

How does Pinterest work? Principles Pin: An image added to Pinterest. Can be added from any site using the “Pin it” button or you users can upload images from their computer or mobile device. Board. Set of Pins related to one topic. Users can follow all boards or specific boards of other users User Actions: Users can browse, rePin, comment on, and like Pins ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 9

How does Pinterest work? How to start? 1. Request an invitation 2. Create your account – Fill up your profile info (description, photo, site URL,…) – Link your account to your Facebook and Twitter accounts 3. Use – Create one or several boards (=a folder or topic page) – Pin some content = Upload an image/videovideos or share a link from a website where the content to share is – Include a click-through link for each pin – Search for interesting content from other users (ex fashion) – Repin photos/videos you like from other people’s feed 4. Promote sharing – Add a “follow” or “pin it” button from your site – Integrate Pinterest into your communication plan: drive traffic and promote your boards across platforms. – You can now even add Pins to your Facebook timeline ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 10

http://itunes.apple.com/us/app/pinterest/id429047995?mt=8&ign-mpt=uo%3D2# How does Pinterest work? Pinterest mobile App (Version 1.4) • Pinterest Mobile is only available as • From your mobile, pin anything that iPhone App and as an HTML5 site catches your eye: memorable for now. meals, places to visit, or great • You can view pins and boards, look shopping finds! at profiles, follow people and of course, repin all the things you find. • In the coming weeks, Pinterest will be adding the ability to search and browse by category, edit pins, and create new boards. • Support for other touch based devices like Windows Phone 7 and Blackberry will be coming soon. Pinterest iPhone App Pinterest Mobile HTML5 version ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 11

2. Pinterest : the new social media goldrush? Another social media fad or a real trend? ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 12

Some figures about Pinterest... An amazing growth rate Pinterest generated more than 11 million visits during a single week in December 2011, according to Experian Hitwise ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 13

Some figures about Pinterest... 12 M unique visitors/m 10,4 M registered users 9M monthly Facebook- connected users ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 14

Source : http://visual.ly/pinterest-usa-vs-uk Some figures about Pinterest... Traffic is soaring, interest may differ depending on countries Traffic US vs UK • Unique visitors increased by 429% • A different type of audience (from Sept. to Dec. 2011) ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 15

Source : http://visual.ly/pinterest-usa-vs-uk Some figures about Pinterest... In the US users are mainly female, in the UK male are above 50% Sex of the users (US vs UK) Age of users (US vs UK) • 83% users are female in the US • Users are older in the US 12M unique visitors/m 200.000 unique visitors/m ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 16

Source : http://www.zoomsphere.com/charts/pinterest/fr/profiles/#!0|14 Some figures about Pinterest... Zoomsphere.com can help you identify the most popular users Ex France top 15 Pinterest users Ex : USA Top 7 Pinterest users ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 17

8 reasons why Pinterest is so popular? What Can You Do with Pinterest? 1. A great source feeding 5. A sense of community people curiosity 6. A “user friendly” interface 2. Visual self expression 7. No ads : no popups or visual 3. Easy curation : save and share invading ads what you like, nice pictures, ideas, product in 2 clics 8. A platform boosting the virality of content : 4. A sense of accomplishment by connecting with Twitter and Facebook, users are instantly appealing to any collector connected to their friends and can share content instantly with them ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 18

Brands & Pinterest : They are 100+ Brands on Pinterest What industries should benefit the most from Pinterest? • Most businesses should be able to find a use for this platform, but some industries are a perfect fit for Pinterest based on the visual nature of their offering and what is already popular on the network. These industries include: What benefits/usage for brands: Home Tourism Decoration • Increase the virality of your content Vacations Architecture Travel (really easy to share = to repin) • Boost your traffic : Warby Parker Restaurants Art reports that 11% of their social traffic is & food coming from Pinterest. (18% from Twitter) Weddings Fashion • 1st mover advantage : Be of one the 1st Photography brand to be there in order to get PR coverage and easierly gather fans • HR : a new way of publishing jobs offers? ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 20

http://socialmediatoday.com/node/439744&utm_source=feedburner_twitter&utm_medium=twitter&utm_campaign=autotweets Examples of brands using Pinterest for marketing 100 brands on Pinterest (Source : http://socialmediatoday.com) Food and Cooking Journalism Fashion and Lifestyle Magazines Retailers Home Goods and Services • Cabot Cheese • Newsweek • Real Simple Magazine • Nieman Marcus • American Standard Brands • Epicurious • Time • Brides Magazine • Bergdorf Goodman • Gilt Home • Chobani • The Wall Street Journal • Shape Magazine • Nordstrom • High Point Market • Lindt Chocolate • CTV News • In Style • West Elm • Apartment Therapy • Middle Sister Wines • CBS New York • People • Michael's • Realtor .com • Pillsbury • PBS NewsHour • Rue Magazine • Pottery Barn Kids • Benjamin Moore Paints • Domestica • KOMO News • Better Homes and Gardens • Zales • Lowes • Food52 • USA Today College • Lonny Magazine • Etsy • Peanut Butter & Co. • Gannett Digital • Matchbook Magazine • Abe's Market Non-Profits • Pretzel Crisps • Mashable • Lucky Magazine • LaylaGrace • UNICEF • Little Debbie • Ladies' Home Journal • Feterie • Humane Society of New York • Tillamook Cheese Travel • Today's Parent • Betsy White Stationary • National Wildlife Federation • Hillshire Farm • American Airlines • Sunset Magazine • Boticca • AARP • Whole Foods • Southwest Airlines Parenting Magazine • Melissa and Doug • Go Red for Women • Pepperidge Farm Puff Pastry • BedandBreakfast .com • Jo-Ann Fabric and Craft • Rotary International • HomeAway Apparel • Williams-Sonoma • Sacramento Public Library Cooking Magazines • Gap • Cooking Light Publishing • Modcloth Celebrities/Tastemakers Colleges and Universities • Saveur • Chronicle Books • Tom's Shoes • Nina Garcia • Miami University • Clean Eating • Random House Books • Lulu's • Chris March • Drake University • Knopf Doubeday • Threadless • The Backstreet Boys • Emory University Sports • Crown Publishing • Sevenly • Paula Deen • Yale University • Seattle Seahawks • Heinemann Publishing • Land's End • Michael Kors • Texas A&M • Major League Baseball • BlogHer • Club Monaco • Felicia Day • Skidmore College • Scholastic Inc. • Barkers Clothing • Martha Stewart • Oberlin College Television • Zulily • Ree Drummond Miscellaneous • The Weather Channel Beauty and Fashion • Anthropologie • Alanis Morissette • Barbie • Today Show • Tarte Cosmetics • Lily Pulitzer • AMD • Travel Channel • Rent the Runway • Barneys New York • LuxeFinds • HGTV • Birchbox • Kate Spade NY • General Electric • Food Network • Shop It To Me • Allens Boots • Klout • Sesame Street • Honeycomb Salon • Gilt Baby and Kids • Verizon Wireless • Pop Sugar • Pinterest ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 21

http://mashable.com/2012/01/19/pinterest-brands/ Examples of brands using Pinterest for marketing 1. Promote a Lifestyle • “For most consumer brands, the idea behind • Etsy (The world's most vibrant handmade + your brand makes sense on vintage marketplace) Pinterest.” explains Evan Sharp (Pinterest designer and co-founder) • Don’t throw pictures from your products and be creative! Publish image that promote a lifestyle or the essence behind your brand or your brand culture. • You can create as many “boards” as you want. Pinners will decide which one to follow. Therefore, be innovative and a bit foolish since the concept of Pinterest is to • Etsy is a marketplace for vibrant handmade and discover and share new things… vintage merchandise. In January 2012, Etsy added Pinterest’s Pin It button on Etsy listing pages, alongside the Tweet and Like buttons. Etsy on Pinterest has over 53.000 followers. It has 26 boards that feature products from its marketplace. Boards include Gift Ideas, DIY Projects, Fashion, Cool Spaces, Stuff We Love, and Etsy Kids. ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 22

http://mashable.com/2012/01/19/pinterest-brands/ & http://www.openforum.com/articles/pinterest-for-brands-5-hot-tips Examples of brands using Pinterest for marketing 1. Promote a Lifestyle • Birchbox inspires its followers! • Whole Foods Market • Burberry shows its latest products • The beauty subscription service pins moods, trends, close-ups and accessories related to the beauty and cosmetics universe. It shows looks that can be created with make-up. Birchbox has pinboards where “unboxing” videos are shared and tips and tricks from BirchboxTV are included. Birchbox also has pinboards that show images of the boxes sent to customers giving sneak peaks of the products included in each box. ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 23

http://mashable.com/2012/01/19/pinterest-brands/ & http://www.openforum.com/articles/pinterest-for-brands-5-hot-tips Examples of brands using Pinterest for marketing 2. Use Pinterest as a focus group 3. Crowdsource • Millions of people use Pinterest to keep • You can ask fans to pin pictures of track of objects they love, places they enjoy, themselves with their favorite product of foods they devour and things that inspire yours and tag you, and then you can easily them. repin those photos onto a VIP board — it’ll • Therefore, you can view it as a sort of focus give a shoutout to these fans and show group. potential customers that your current users • Look at the pinners who follow your brand really like using your product. — see what they’re pinning and who else • If your company hosted an even recently, they’re following. They’re volunteering a lot encourage people to pin and tag the photos of information about their interests, as a sort of crowdsourced scrapbook. passions, dreams and sense of humor in a • And around the holidays, encourage them more natural way on Pinterest than they to pin a “wish list” board to curate the gifts would on say, a survey or even on Facebook, they’re hoping for. where they have to manually enter “sarcasm” or “travel” as an interest. • Use this information to your advantage to glean insights about your target consumers. ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 24

http://mashable.com/2012/01/19/pinterest-brands/ Examples of brands using Pinterest for marketing 4. Create a contest • Land’s End did with the “Pin It To Win It” holiday campaign • Since the site is still new, examples are still rare, but Land’s End has been one of the 1st brand to test contest on Pinterest : • Lands’End officially launched its Lands’ End Canvas Pinterest page on November 17th, 2011 • From 24th to 21st of Dec 2011, Lands’ End Canvas has been tapping the visual, style-conscious Pinterest audience to launch an engagement promotion. The campaign, called “Lands’ End Canvas Pin It to Win It,” encouraged users to browse www.landsendcanvas.com and create virtual Lands’ End Canvas pinboards for a chance to win one of 10 $250 gift cards. • The winning boards belonged to Crosby Noricks, Michelle Berkey, Tony Kim and Debbi Seibel • A search on Pinterest shows that there were around 200 boards created for the contest, with each containing at least 10 to 20 images, which means a lot of Land’s End merchandise was injected into the Pinterest feed at no cost. • Running contests like this is a great way to expose your brand and products to a large audience, given the viral nature of these images and the engaged Pinterest audience ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 25

http://www.practicalecommerce.com/articles/3347-14-Brands-on-Pinterest/page/3 & http://articles.businessinsider.com/2012-01-17/strategy/30634298_1_boards-brands-content#ixzz1mrYYWnBq Examples of brands using Pinterest for marketing 5. Be creative! • Chris March (designer and host of Bravo • L2 uses Pinterest for its Press Room TV’S Mad Fashion) post TV show marketing • TIME Magazine “backstage” • Chris March on Pinterest has over 100.000 followers. Boards feature designer inspiration and final looks from each episode. Boards usually go up immediately after an episode airs. TIME Magazine is doing a wonderful job of using boards to surface interviews, staff bios and promote behind-the-scenes blog posts, proving that Pinterest can potentially help grow the audience for news publishers as well. ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 26

Source : http://pinterest.com/about/etiquette/ Brands & Pinterest 22 tips to use Pinterest 1. Register /claim your brand's name to 5. Don’t be leecher, be an active member avoid brandjackers squating it (ex Louis of the community and pin,re-pin and Vuitton)! like other users’ images if you find them 2. If you are in the fashion, retail, luxury, relevant art, travel,… industries, try it and learn. 6. Brands that only share own content are Outside the time spent, it is free to uninteresting. It is better to promote a experiment with Pinterest… lifestyle 3. Boost your brand image by sharing cool 7. Check the HELP Section of but relevant images. Inspire people and Pinterest.com and read their official generate a viral effect blog to be aware about new 4. Gather customers insights and identify functionalities. trends by finding out what’s interesting 8. If you don’t want the pictures of your for users. Use if as a focus group, website to be pinned : add this small crowdsource inspiration for your team piece of code to the head of any page on your site: <meta name="pinterest" content="nopin" /> ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 27

Source : http://pinterest.com/about/etiquette/ Brands & Pinterest 22 tips to use Pinterest 9. Follow the “Pin Etiquette” • Report Objectionable Content Pinterest do not allow nudity or hateful content. If you find content that is objectionable or violates • Be Nice Pinterest is a community of people. our Terms of Service can submit the content for Tastes are personal, but be respectful in your review by pushing the “Report Content” link. comments and conversations. • Tell them How to Make Pinterest Better They • Credit Your Sources Pins are the most useful are just getting started, so there are going to be when they have links back to the original bumps here and there. Let them know what's source. If you notice that a pin is not sourced working, what's not. They take your input correctly, leave a comment so the original seriously. You can get in touch with them pinner can update the source. Finding the anytime: original source is always preferable to a - Suggestions: hi@pinterest.com, secondary source such as Google Image Search - Bugs: bugs@pinterest.com, or a blog entry. - Help: help@pinterest.com • Avoid Self Promotion Pinterest is designed to curate and share things you love. If there is a photo or project you’re proud of, pin away! However, try not to use Pinterest purely as a tool for self-promotion. ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 28

Source : http://www.simplyzesty.com/social-media/top-tips-for-brands-on-pinterest Brands & Pinterest 22 tips to use Pinterest 10. Promote products with pricing information 11. Add a follow button to your site • Pinterest features a section on the site called ‘gifts’ which • Pinterest has a few goodies that can be used on your own site, contains information on products categorized by price, with to help grow your followers and promote your pins/boards. links through to purchase. It’s actually incredibly easy to get The first of these that you’ll find useful are the follow buttons your products listed in this section. When you’re uploading a that can be added to your website. Here you simply select the pin to your board, just make sure you include the price in your style of button that you want, click on it and the embed code tags and your product will be pulled into the gifts section. Add will be displayed. This code will be automatically populated your price in to the description and tags : with the url of your own Pinterest account when you’re logged in : • And it will then be pulled in automatically to the gift section, with the price displayed : • At the moment, gifts are only listed in $ dollars & pounds £ but this will hopefully change as the site leaves beta. ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 29

Source : http://www.simplyzesty.com/social-media/top-tips-for-brands-on-pinterest Brands & Pinterest 22 tips to use Pinterest 12. Add a ‘Pin It’ button to your site 13. Enable Share on your Facebook Timeline • The pin it button, can be added next to a specific image on • Pinterest recently added the option to add a Pin to your your site. People will be able to easierly pin this picture to Facebook Timeline. their own board thanks to this button. • This is a great way to build very visual awareness for your • The Pin It button is made to look like and function similarly Pinterest account and encouraging employees to get involved to both Facebook's and Twitter's buttons. Placing them to promote your account. Until Facebook implements together will increase the social awareness of your Timeline for Pages, this will have to be kept to individual products. Timelines. • While a description is optional, it is recommended; specifying it lowers the friction for your users to pin your products. • You can have multiple Pin It buttons on each page using the Advanced code below. For example, on a catalog. Just make sure that each one is next to and associated with the correct product, visually. • Note that this will automatically add any new pins to your Timeline ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 30

http://socialmediatoday.com/node/439744&utm_source=feedburner_twitter&utm_medium=twitter&utm_campaign=autotweets Brands & Pinterest 22 tips to use Pinterest 14. Create group boards 15. Contribute to group boards • When you create a board on Pinterest, you have • As well as creating your own group boards, make the option of whether to make it a group board or sure you are also contributing to other’s group not. If you’re trying to build a community through boards. your account, you should make it open. To do this, • As you’ll need to request to be added, you can you need to invite people to join the board when always leave a comment on a particular pin asking you create it. Select ‘me and contributors’ and type to be a contributor to that board, letting them in the name or email of who you’d like to add. You know that you’ll have lots of interesting content to will only be able to add people that you are add! following : • As with anything in social media, this shouldn’t be too sales-focused. • As well as posting your own products, make sure to source other interesting content that people will be interested in. This is a great way to build your profile within Pinterest, whether running a personal or corporate account. ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 31

Source : http://socialmediatoday.com/node/439744&utm_source=feedburner_twitter&utm_medium=twitter&utm_campaign=autotweets Brands & Pinterest 22 tips to use Pinterest 16. Add an RSS feed of your board 18. Invite other members • You can generate an RSS feed of your whole • You will have probably learned by now that your account by using the following url, replacing fans on Facebook and Twitter are always looking ‘username’ with the username on your account : for fun new content. While Pinterest is starting to • feed://pinterest.com/usernamer/feed.rss pick up users massively, there’s still a long way to • You can then use this RSS feed on your Facebook go before it reaches the mainstream. Integrate Page for example, or encourage people to add it to Pinterest with your other social network accounts. their own Readers to subscribe to your latest pins. • If you’ve got a Twitter or Facebook account, link to Pinterest on there and ask people to join. They’ll always like to be seen ahead of the curve in front 17. Use keywords of their friends, jumping on the next big site before • As Pinterest functions much more like a social it hits : search engine than a social network, it’s very important to pay attention to how you tag your product, to increase the chances of your content getting found. Add in relevant keywords to the product itself, but also the categories it may relate to etc.. Also try and pin content that is topical. If you see that a particular type of pin is getting featured on the ‘most popular; page – i.e. cakes, then see if you can pin content that is similar, tagged correctly. ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 32

Source : http://socialmediatoday.com/node/439744&utm_source=feedburner_twitter&utm_medium=twitter&utm_campaign=autotweets Brands & Pinterest 22 tips to use Pinterest 19. Find who’s pinned your content 20. Pin videos • If you want to get an easy overview of who’s • Videos are somewhat under-used on the site, as it pinning content from your website, simply enter was a new feature that Pinterest enabled late last the url below, replacing XXXXXX with your own site year, to enable you to pin videos. url : • The good news is, it’s incredibly easy to do but it • http://pinterest.com/source/XXXXXX will add a lot more depth to your boards and • This will take you to a page with all the content provide a bit of different content than scrolling that’s been pinned from your site : through videos. To pin a video, you simply add a pin in the same way you normally would, either through the site or the bookmarklet : • This is another great opportunity to build your community. Leave comments on these pins and also make sure to follow people from your corporate/personal account to let them know you’re interested and start sharing more content ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 33

Source : http://socialmediatoday.com/node/439744&utm_source=feedburner_twitter&utm_medium=twitter&utm_campaign=autotweets Brands & Pinterest 22 tips to use Pinterest 21. Re-order your boards 22. Watermark Your Image • With Pinterest the emphasis is largely on how • Before finding a home on Pinterest, images visually beautiful your boards are. sometimes lose their source information as they • Take time to select products carefully, and also travel around the web. To better help your rearrange your boards to give the best impact, with audience locate your product information, consider the most important boards at the top. You can do discretely watermarking photos that are used for this by going to your boards and clicking on social media promotion with the source website ‘rearrange’ on the top right hand corner : and/or product information. ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 34

The future of Pinterest? A bit of prospective? Strengths Weaknesses & Opportunities & Threats • Simple : Pinterest is very “user friendly” and • Audience is mostly women : less mainstream than therefore may appeal to the mainstream market Facebook or Twitter) • Highly social : since you need to connect via a • Limited use for non visual products Facebook or Twitter account, you are directly • Copyright infringement potential issues connected to your friends and can share content Many content creators such as Getty Image are with them. It can therefore boost content virality protesting regarding Pinterest users reusing their while referring traffic to brands site content without permission. Pinterest has a • It connect people based on their similar interest, notification system which allows copyright holders not only based on friendship. to request that content be removed from the site. • A great way for product discovery & purchase : But as the MegaUpload stop shown, a business recreating impulse buy online "based almost entirely on using images without • Site referrals & SEO : Pins lead customers directly permission“ might become illegal sooner or later. back to you, creating links to your pages • Inactive users : Like Quora or Google+, or even • HR : An opportunity for employer branding (look at Twitter not all the users creating an account will the UCLA page) & viralizing job offers continue to use it. Their number will decide if Pinterest stay a nice niche platform or become mainstream • Competition : Clipboard.com, Tumblr,… might fight back ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 36

ABOUT THE AUTHORS Jean-Noël Chaintreuil & Emmanuel Vivier

About the authors Speakers & digital experts in Marketing & Human Resources 2.0 Emmanuel Vivier Jean-Noël Chaintreuil • emmanuel.vivier@gmail.com • jnchaintreuil@gmail.com • http://www.emmanuelvivier.com • http://jnchaintreuil.com/ • http://pinterest.com/emmanuelvivier • https://twitter.com/#!/jnchaintreuil • http://www.twitter.com/emmanuelvivier • Phone : +33 6 26 58 00 39 • Phone : +33 6 11 62 37 94 • Jean Noel has been a top executive at Air Liquide • Emmanuel is one of the world top "digital advertising & for more than 10 years. From international project & change management to Human resources & Finance, he helped this social media marketing" expert. He has been assisting leading leading brand to foster innovation in its organization. brands such as BIC, Orange, Chanel, Givenchy, L'Oréal, P&G, Sony, Warner Bros, Disney, Fox, Cartier, Guerlain, Jean Paul • Jean-Noël assisted the company in more than 16 countries, Gaultier, TF1, M6, Fiskars, ArcelorMittal, Danone, Symantec,... in gaining an extensive multi cultural background. creating innovative advertising campaigns that engage their • As an investor and entrepreneur, Jean-Noël has assisted several consumers for more than 12 years. startups in their early stage development • Emmanuel Vivier has previously been the cofounder & CEO & • He is a renown editor for Diateino Publishing House with a strong Cofounder of Vanksen - one of the leading international social expertise on social media, web 2.0, enterprise 2.0 media, buzz & digital marketing agencies, and • He is now an independent consultant (Air Liquide, Danone, from BuzzParadise, the blogger outreach platform of Vanksen Arcelor Mittal, Unilever, Pôle Emploi Belgique, Conseil d'État & that connects brands & influential bloggers worldwide. startups) & speaker (Berlin, Brussels, Edimbourgh, New York, • He has spoken at more than 450 events, conferences and Boston, Houston, Montreal) on social media & HR 2.0 on a seminars worldwide in the past 6 years worldwide level. • He founded Apéro RH (now in 11 cities from London to Montreal) ©EmmanuelVivier & Jean Noël Chaintreuil All rights reserved. | www.emmanuelvivier.com & http://jnchaintreuil.com 38

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