Pinterest Before You Begin To Pin
06/06/2012
As marketers begin to explore Pinterest the first question that I'm asked is:
If my company isn't "visual" like a business to consumer (B-to-C) retail or food or fashion company, but is business to business (B-to-B) is Pinterest right for us?
The second question, almost before another breath is taken, is "What can we pin?"
Keep Pinterest in perspective. Like every other social network (inclding blogs) Pinterest helps you continue to tell the stories/promise/values behind your brand including the people who are its heart e.g. clients/customers, donors, volunteers and staff, etc. End of story. Beginning of story. (Of course it has to support goals .. see below.)
Let's step back before we step forward. I would encourage you to do a few housekeeping activities before you dive into creating those fun boards.
1. Review your social media strategy as well as marketing strategy. Not only for goals/objectives but for the content direction that you've chosen to pursue. Pinterest should support the work you've done here.
2. Identify content that is 'pinable' on your site and social platforms. If you have YouTube videos those are pinable.
3. Great time to dig out the photos that never got posted to the web. My guess is you have quite a few from events.
Decide if your photos/images will be included on your site and where. Depending on your IT/webmaster's time you may decide it's easier to upload images directly to Pinterst. After they're uploaded you can then add a link back to your site.
4. Image/Pin Considerations
Will you watermark your photos?
If you add a $ before a number it turns into a banner sign and drops into the "gift" page. I tested it for a NPO's event and the pin was immediately repinned (Pinterests term for sharing).
What sites will you not pin/repin from e.g. competition, rouge/spam, etc.
5. Board Ideas Beyond Your Product or Service
For non profits and events .. a thank you donor or sponsor board that links back to their websites (not yours).
For all companies and NPOs .. staff boards help make the people who are the heart of your brand "real." Are some of your emplpoyees hesitant about being on the Internet? WPTV has a staff "Fashion Board" that includes employee's shoes and socks too! Are your employees into sports? How about a board of their running shoes?
How about a resouce board for your clients that focuses on a specific interest?
Following is a strategy outline to help get you started
I. Goals
II. Content direction
a. Develop Board Concepts
b. Segments taken into consideration e.g., donors, volunteers, staff, other stakeholders
c. Develop series of board topics
III. Logistics
a. Identify board authors
b. Determine pinning frequency
c. Key words to optimize descriptors
d. Will images be water marked prior to pinning?
IV. Create guidelines
a. Review sites associated with pin prior to pinning
b. Sites not to pin from e.g. spam,
V. Who will you follow?
VI. Create awareness with your target audience (who may or may not be on Pinterest)
a. Add link to your website
b. Add link to staff's email signatures
c. Include in eMail newsletter
d. Mention at board and staff meetings
VII. Don't forget to monitor comments. The special sauce is commenting back. Since not many people are doing that (yet) it will help cut through the clutter and of course, build relationships.
VIII. Analyze the data beyond repins, likes and comments. The descriptors and board names are a fascinating source of consumer insights.
So much more .. but for now this should get you started thinking strategically and tacitly.
Oh one more .. have fun.
Pinterest Pinning For Business Learning Series
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Graphic credit: Natteringnic
