The Strategy · 3. Get Followers & Keep Them • Make your presence known ‐ Add the Pin It button...
Transcript of The Strategy · 3. Get Followers & Keep Them • Make your presence known ‐ Add the Pin It button...
The Strategy
Kaelin Zawilinski Digital Editorial Manager
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Why Are You Pinning?• Does it make sense for your brand?
• What is your goal for being on Pinterest?‐ Drive traffic back to your site‐ Engage with super users‐ Expose your brand to a new audience
• How are you going to maintain it? ‐ Are you only pinning images from your site?‐ Pin images from other sources‐ Do you have enough resources to pin often?
• How will it differ from your other social media outlets?‐ Will you pin the same things that you post on Facebook?
You must create a reason for people to follow you, but it has to be natural.
@kaelinz
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Get Followers & Keep Them• Make your presence known
‐ Add the Pin It button to your site‐ Announcement on Facebook‐ Pin of the Day posts on Facebook‐ Add a Facebook app to your Facebook
page (Facebook.com/mybhg)
• Work with the pinning influencers‐ We created BHG’s Pinning Pros‐ Find people who fit with your brand‐ We use PinReach and ZoomSphere to see
their Pinterest influence
• Pin often!
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Pin, Pin, Pin! BHG’s best practices• Pin often and consistently.
‐ Pin 15 to 20 images per day. ‐ Pin to the boards throughout the day so
you don’t overwhelm your followers. ‐ We see more repins later in the evening
and on weekends.• Keep boards broad and add to existing
boards vs. creating new boards. • Use images that are self‐explanatory.
These are repinned the most often.• Create relevant boards a month or more in
advance of the holiday or event.
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Pin Watch Adjust Repeat• Pinterest.com/source/bhg.com
• Curalate.com
Note: This is not BHG’s Curalate Dashboard, just a demo.
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Legal Must-Knows
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• Read the Pinterest Terms of Service very closely.
• Talk to your legal department to determine what your best practices should be.
• What BHG is doing: ‐ We only pin images to which BHG has broad rights. If we don’t have rights
to the image then we have to obtain sufficient rights before we pin.‐ We will selectively pin blogger images, but only when we are reasonably
confident that the blogger has sufficient rights in the images to pin.‐ We only encourage pinning of BHG images in our Pinterest promotions. If
we were to consider running a promotion encouraging pinning images from another site, we would only do so with permission from the owner of that site.
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Pin & Win ContestMy Better Homes and Gardens
Dream Home$4,000 Grand Prize—$100 to Top 10
How it worked• Pinterest users created a Pinterest
Board named My Better Homes and Gardens Dream Home and pinned BHG images to create their imaginary house.
• Entry occurred through a Facebook app.
• Editorial team narrowed down the 11,000+ entries to the 10 finalists; one of those finalist won $4,000
• 10 finalists were featured on BHG’s Pinterest, Facebook, Twitter and Google+ pages.
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Pin & Win Contest• Before you start
‐ Choose a topic that has a lot of potential. If its too niche it will only be confusing.
‐ Talk to your legal department. ‐ Make it as easy as possible for the
pinners to enter and be sure there aren’t too many requirements for qualifying.
• What we learned‐ Keep the contest short. For a larger
contest we will try 4‐6 weeks max. ‐ Use your social outlets for promotion! ‐ Be prepared! All 11,000+ entries had to
be looked at for DQs then winners. ‐ MAKE IT EASY!
@kaelinz
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Pin & Win Contest• Before you start
‐ Choose a topic that has a lot of potential. If its too niche it will only be confusing.
‐ Talk to your legal department. ‐ Make it as easy as possible for the
pinners to enter and be sure there aren’t too many requirements for qualifying.
• What we learned‐ Keep the contest short. For a larger
contest we will try 4‐6 weeks max. ‐ Use your social outlets for promotion! ‐ Be prepared! All 11,000+ entries had to
be looked at for DQs then winners. ‐ MAKE IT EASY!
@kaelinz
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Takeaways• Make sure you have a Pinterest strategy before you start pinning.
• To grow your followers, you must work at it!
• Pinterest is evolving all the time, so watch what the consumer is doing and adjust your strategy.
• Be sure you understand the Pinterest Terms of Service before you start pinning. Work with your legal teal to develop best practice for your brand.
• Contests are a fun way to use this platform, but keep it simple!
@kaelinz