Pinterest Before You Begin To Pin

06/06/2012

Pinterest women retro 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 

Follow Diva Marketing on Pinterest!

Graphic credit: Natteringnic

Trackbacks

Trackback url:
http://www.typepad.com/services/trackback/6a00d83451b4b169e20163062bb0b8970d

Comments

Interesting post! It might be confusing whether we'll join something new, like Pinterest, at times. And the key thing to remember is if we can provide something of value, that's the best time to decide and give it a go, or stop it altogether.

Posted by: Melonie Dodaro on Jun 8, 2012 1:59:09 AM

Terrific post Toby! Such helpful, clear, insightful information - as always!

Posted by: B.L. Ochman on Jun 8, 2012 2:33:19 PM

@BL - thanks for the feedback .. means a lot coming from a person who is a true 'expert' in the biz.

@Melonie - yes! it's always about added value or 'selfless content'; if it's not stick with brochures and ads (which do have their place in the mix).

Posted by: Toby @tobydiva on Jun 8, 2012 3:02:37 PM

Great advice as always, Toby. Helps answer the questions I've been asking, especially about professional services firms without a lot of pictures at the ready.

Posted by: Des Walsh on Jun 9, 2012 8:12:32 PM

@Des - Thanks for your kind words. I see so many applications for both B2B and B2C along with nonprofit and government. Coming soon an interview about how the State of Maryland leveraged a Pinterest contest to highlight the state's entrepreneurs.

Posted by: Toby @tobydiva on Jun 9, 2012 10:33:54 PM

They have to be effective when it comes to establishing their sites because the consumers have to depend on their description. They can use the list you have. It gives ideas that can be efficient and effective in communicating with the consumers

Posted by: Amanda Dean on Jun 11, 2012 5:30:13 AM

It is site where you can collect and share things you like. You can post various images and when the images are pinned your followers can see those images. People who like the images can comment and in this way you can interact with your followers

Posted by: Shilpi Roy Virtual Assistant on Jun 27, 2012 2:23:03 AM

Post a comment