The document provides tips on how to effectively use Pinterest for marketing purposes, noting that Pinterest is the third most popular social network in the US and that users have a proclivity for travel content. It advises determining the goals and audience for content before focusing efforts on earned, owned, or paid media and provides examples of content types and analytics tools to measure engagement.
Using Social Media for Strategic Friend and Fundraising for Nonprofits
How to make your destination pintastic! (Part 1)
1. How to make your destination pintastic!
Anne Hornyak Stephanie Lynch
Senior Strategist PR and Social Media Manager
Sparkloft Media Hoffman | Lewis
@WhosYourAnnie @theslynch
Pinterest.com/annehornyak Pinterest.com/theslynch
2. Stephanie Lynch
PR and Social Media Manager
Hoffman | Lewis
@theslynch
Pinterest.com/theslynch
http://thetravelvan.com
3.
4. Why is Pinterest awesome?
• Third most-popular social
network in the U.S., behind
Facebook and Twitter, in terms
of total visits. (Experian Hitwise)
• Users come from the Midwest!
Missouri ranks as the top state in
terms of total user visits.
(Experian Hitwise)
• Pinterest drives referral
traffic, more than
YouTube, Google+ and LinkedIn
combined. (Shareaholic)
5. Why is Pinterest awesome?
• Pinterest users have a
proclivity for travel
content related
specifically to
transactions.
(comScore)
6. What to do with content…
Ask yourself these questions:
• What is the goal?
• Who is the target audience?
• Can it be integrated with existing marketing
efforts?
• Can it be measured?
• What is the brand?
7. What to do with content…
Paid Media Owned Media
Integrated
Media
Earned Media
8. What to do with content…
Decide.
Do you want to focus your efforts
on EARNED, OWNED or PAID?
9. What to do with content…
Paid Media Owned Media
Integrated
Media Pinterest pin
or repin (from
???? your online
assets)
Earned Media
Pinterest pin or
repin (not from
your online assets)
Pinterest follow, comment or like
11. Content planning?
Website Facebook Instagram E-blast Print Ads Pinterest
JUNE Summer Family Vacation Family Vacation Road Trip Summer Road Trip
campaign Games campaign Games
JULY Summer Road Trip Road Trips Outdoor Fun Summer Recipes
campaign Games campaign
(repurpose
content from
June Pinterest/
promote
Instagram)
AUGUST Summer Staycation Staycation Recipes Summer Staycation
campaign (repurpose (repurpose campaign
content from content from
Instagram & July Pinterest)
Pinterest)
12. What IS Pinterest?
• Demographics of Pinterest users:
–68% of users are women
–80% are 25+
–50% have children
–28% have a household income of
$100K+
13. Analytics
Simple stats to track:
• In-channel stats
• Pins from OWNED media
Integrated media stats to track:
• Website referrals
• Email marketing
• Clicks
• Paid ad impressions
• Reach
Can you find the conversions?
14. Analytics
How do 3rd party vendors stack up?
PinReach Reachli Curalate
(PR Pro) (Community Manager) (Data Analyzer)
Scores your Pinterest channel Tracks clicks Download data into Excel
with a proprietary score card
number
Tracks all general Pinterest stats Bookmarklet Allows you to sort the data
Tracks trends Tracks each pin Provides impressions
Provides data on most popular Schedules pins (coming soon) Provides interactions for
pinners each board
Does not track clicks Suggests popular pins and Does not track clicks
pinners
Does not track existing pins Paid service
Does not track comments Unable to click “likes” to see
all liked pins, etc.
Point out that this presentation is not for novice users of Pinterest.Point out the flack Pinterest gets—from Instagram.
25-34 year olds, accounting for 27.4 percent of the user base. (Shareaholic)Users spend time on Pinterestwith an average of just fewer than 16 minutes on the site. (Shareaholic)
25-34 year olds, accounting for 27.4 percent of the user base. (Shareaholic)30-64 count for 25%--new numbersPinterest users are in shopping mode.Users spend time on Pinterestwith an average of just fewer than 16 minutes on the site. (Shareaholic)
Whatever you do—don’t silo your efforts.
Remember to set realistic goals.
It’s easy to be too heavy in pinning earned media or too heavy in pinning owned media.Finding conversions—heads in beds—is probably unrealistic for destinations that can’t pay for an effectiveness study. So, can you look for ways to track “weaker conversions?” If you are a small market CVB, can you use Pinterest to increase your volunteer base? Can you use Pinterest to increase field trip volume to specific attractions? Can you use Pinterest to increase traffic to a visitors center?
Patch columnist Kristi Gilbert , who invited CBS correspondent Lee Woodruff and some friends over for a "Pinterest Party" on March 24, 2012.
Patch columnist Kristi Gilbert , who invited CBS correspondent Lee Woodruff and some friends over for a "Pinterest Party" on March 24, 2012.