Pinning for fun and profit, presented by Natanya Anderson

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In her Brands-Only Summit presentation, Whole Foods Market's Director of Social Media and Digital Marketing, Natanya Anderson, shares the broad-based lifestyle approach they’ve applied to their social media strategy. She talks about Pinterest, lessons learned around imagery, contest ups and downs, and more.

Soziale Medien Business News & Politik

Pinning for fun and profit
NATANYA ANDERSON
WHOLE FOODS MARKET
SOCIALMEDIA.ORG/SUMMIT2013ORLANDODECEMBER 9–11, 2013

Pinning for Fun and Profit
Natanya Anderson
Director, Social Media & Digital Marketing
Whole Foods Market

Our Pinterest Parthenon
@natanyap #brandsonly
Lifestyle-Centric Curation
Collaboration
Sharable
Imagery
Customer
Engagement
Measure and Optimize
Philosophy
Strategy
Accountability
Marketing
Integration

Our Boards – The Expected
@natanyap #brandsonly

Our Boards – Beyond the Expected
@natanyap #brandsonly

Strategy: Collaboration
Who
• Internal partners
• Influencers
• 3rd party partners
Why
• Share the load
• Tapestry of passions
• Larger reach
• Richer overall experience
@natanyap #brandsonly

3rd Party Partners - Spring Gatherings
@natanyap #brandsonly

Influencers – Taste of Thanksgiving
@natanyap #brandsonly

Partner with Others
@natanyap #brandsonly

Strategy: Sharable Imagery
Collectible
Channel-
specific
Program-
specific
@natanyap #brandsonly

Execution: Fits and Starts
@natanyap #brandsonly

A Tale of Two Coffee Infographics
@natanyap #brandsonly
178
Repins
42 Likes
47 Repins
46 Likes

GMOs and Brine FTW
@natanyap #brandsonly
896
Repins
128 Likes
19
comments
405
Repins
52 Likes

The Great and the Not So Great
@natanyap #brandsonly

Strategy: Marketing Integration
@natanyap #brandsonly
Table stakes
New Hotness –
API Integration
The Future
• In-store integration
• Deeper web integration
• Email experiments

Pinterest API – First Steps
@natanyap #brandsonly

Measuring Success (2014 Priority)
Optimizing Pinterest Efforts
• Individual pin performance
• Success against specific
program KPIs
– Website traffic
– Shares
• Timing of pin posting
• Benefit to partners
Informing Other Initiatives
• Top areas of interest
• What approach resonates
• Align with SEO
• Correct misinformation
@natanyap #brandsonly

What’s Next
• Philosophy
– Location-based pins
– Establish a firm POV on how to
integrate products into Pinterest
• Collaboration
– Grow our collaboration base
• Sharable Imagery
– Continue to evolve and optimize
the creative process
– Leverage graphic artists
throughout the company
• Customer Engagement
– Revisiting engagements and
contests
– Acquisition campaign
• Marketing Integration
– Deeper integration into marketing
programs
– Pinterest promoted pins
• Measurement
– Establish a measurement
framework
– Ongoing analytics delivery
@natanyap #brandsonly

SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Learn more about past and
upcoming events
DECEMBER 9–11, 2013
SOCIALMEDIA.ORG/EVENTS

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