Pinterest and Facebook Timeline For Brands
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Transcript of Pinterest and Facebook Timeline For Brands
P I N T E R E S T / F A C E B O O K T I M E L I N E F O R B R A N D S | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
& Timeline for Brands
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
WHY SHOULD WE CARE ABOUT PINTEREST?
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
FASTEST GROWING SOCIAL NETWORK
0
3750000
7500000
11250000
15000000
May 2011 Jun 2011 Jul 2011 Aug 2011 Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012
fig 1: COMSCORE U.S. UNIQUE VISITORS
2,702.2%
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
IT’S A TRAFFIC DRIVER CONTENDER
0
7.5
15
22.5
30
Linkedin Google+ Reddit YouTube Pinterest Twitter Google Stumbleupon Facebook
fig 1: SHAREAHOLIC JAN 2012 DATA
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
IT’S A DAILY TIME SUCK
3.3 MINS
12.1 MINS
15.8 MINS
16.4 MINS
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
WHO’S USING PINTEREST?
83%
17%
Male Female
fig 1: US DEMOGRAPHICS
44% 56%
Male Female
fig 2: UK DEMOGRAPHICS
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
48.2%
10.5%11.7%
12.4%17.2%
fig 1: RJ METRICS POPULAR BOARD CATEGORIES
WHAT ARE THEY PINNING?
Home Arts & Crafts Style/Fashion Food Other
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
HOW ARE BRANDS USING PINTERST?
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
BERGDORF GOODMAN
STRATEGY
• Tends
• New Arrivals
• Lifestyle/Interests
STATS
• 11,000 + Followers
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
KATE SPADE
STRATEGY
• Tips on how to live and dress colorfully
STATS
• 28,000 + Followers
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
MICHAEL KORS
STRATEGY
• Behind the scenes NY Fashion Week content including:
hair, makeup, and sketchbooks
• Integration w/social media accounts to drive traffic
STATS
• 19,000 + Board Followers
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
CALYPSO PINTEREST FAN ENGAGEMENT
STRATEGY
Calypso St. Barth partnered with the fourth most followed
Pinterest user, Christine Martinez, because she is a Calypso
shopper and her boards represent the brand. She was invited
to fly to St. Barthʼs to “live pin” images from a photo shoot.
STATS
• Christine Martinez 977,000 + Followers
• Island Photoshoot Board 572,000 + Followers
• Calypso St Barth 863 Followers
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
BEST PRACTICES FOR PINTEREST
• ASSESS IF YOUR TARGET IS ON PINTEREST AND HOW THEY’RE USING IT• CREATE YOUR PRESENCE AND TELL A STORY• ADD “PIN IT”BUTTON TO SITE AND SITE CONTENT - INTEGRATE W/SITE AND OTHER SOCIAL MARKETING• CREATE CONTEST - ENCOURAGE FANS/FOLLOWERS TO FOLLOW AND CREATE WISHLISTS/BOARDS, (LIKES/REPINS)• CROSS PROMOTE• BE INSPIRATIONAL, DON’T JUST PROMOTE PRODUCTS - VISUAL, APPEALING CONTENT• SEE WHAT YOUR VISITORS ARE PINNING, REPINNING AND PIN MORE OF THAT• WATCH AND LEARN FROM THE BEST
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
FACEBOOK TIMELINE IS HERE. IT OFFERS AN OPPORTUNITY FOR BRANDS TO VISUALLY
SHARE THEIR STORIES.
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
LOUIS VUITTON TIMELINE
ANATOMY OF A TIMELINE
COVER PHOTO855 X 320
PROFILE PHOTO180 X 180
ABOUT255 CHARAC DESCRIPTION
APPLICATIONS BANNER11 X 74 IMAGES
MILESTONE843 X 403
Timeline tells history looking at monumental moments:
• First workshop opening 1859
• Creation of Noe bag 1932
• Commencement of Marc Jacobs 1997
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
BURBERRY TIMELINE
STRATEGY
Timeline includes milestones from the companyʼs
founding in 1856 to vintage ad campaigns, to live streams of
its fashion shows today and collections available.
Pop culture appeal - linking apparel and accessories to
movies they appeared in.
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
COLDPLAY TIMELINE
STRATEGYSpotify and YouTube videos help band tell story
of musical career along with a journey through the
bandʼs discography.
Timeline enables users to view which time periods
they have an interest in learning more about.
HIGHLIGHTED POSTS
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
RED BULL TIMELINE CONTEST
STRATEGY
“Redbull Timeline Timewarp” a game that ended March 15,
was a scavenger hunt for fans, rewarding them with prizes
for finding clues throughout the brandʼs timeline.
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
VERIZON CO-COLLABORATES WITH CONSUMERS
STRATEGY
Fans submit photos from their phones or tablets for a chance
to win a tablet and be featured as the cover photo.
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
FACEBOOK TIMELINE APPS
STATS
• Pinterest increased user visits > 60%
• Goodreads increase users 77%
• Pose 500% increase daily signups to mobile and web
STRATEGY
Integrate influencers into the brand and let them help to tell
the story. Adds a new stream of user behavior beyond the like,
showing more activity on sites, such as “read,” “listened to,”
“favorited.” Enables more amplification.
P I N T E R E S T / F A C E B O O K T I M E L I N E | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
BEST PRACTICES FOR FACEBOOK TIMELINE
• PLAN YOUR CONTENT STORY - BEGINNING, MILESTONE, NOTABLE CAMPAIGNS, PRODUCT LAUNCHES• USE THE COVER PHOTO TO CREATE A VISUAL IMAGE OF YOUR BRAND - NO PROMOS, CONTACT INFO, OR CTAS• HIGHLIGHT POSTS TO EXPAND ACROSS THE PAGE (2 COLUMNS)• USE PRIVATE MESSAGES FOR CUSTOMER SERVICE• USE TABS WISELY - ONLY THREE REMAIN ABOVE THE FOLD AFTER THE PHOTOS TAB (EIGHT BELOW THE FOLD)• CREATE A TIMELINE APP TO LET USERS SHARE YOUR STORY ON THEIR TIMELINE- POLYVORE, PINTEREST, SHOEDAZZLE, SPOTIFY, MOG• CONSIDER PAID ENGAGEMENT TO DRIVE OVERALL ENGAGEMENT - SPONSORED STORYTELLING• IT’S ALL STILL ABOUT CREATING ENGAGING CONTENT BECAUSE MOST PEOPLE ARE INTERACTING WITH BRANDS IN THEIR NEWSFEEDS AND NOT ON THEIR PAGES
P I N T E R E S T / F A C E B O O K T I M E L I N E F O R B R A N D S | L Y N N E D J O H N S O N | @ L Y N N E L U V A H
& Timeline for Brands