Tag Archives: The Marketing Arm

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Pinterest’s Web Search is About to Get Much More Powerful
Pinterest’s new Guided Search Feature, which the company first unveiled on mobile in April, is coming to the web. Pinterest users will soon see a new search bar when they visit Pinterest.com. The search feature will recommend keywords intended to help generate more specific queries or better search results. For example, searching for “BBQ” on Pinterest might surface other keywords like “wings,” “recipes,” or “chicken.”

Twitter’s Video Hashtags Automatically Add Video to Text
Twitter has joined forces with Visa and Adidas (two World Cup advertisers) to experiment with video hashtagging. When a user types #visa and then a space, they will see a paper clip prompt, which will allow you to attach a video when clicked. Adidas is also testing the feature using the hashtag #allin, which will lead to this video.

Amazon Starts Prime Music
Amazon has introduced an ad-free music streaming service with more than one million songs.  Prime Music, designed to compete with Apple, Beats Music, Spotify, and Pandora, is available to subscribers of Amazon’s $99/year Prime Program.

Facebook Extends Ad Targeting to Web, App Use
Facebook is significantly expanding how it targets ads by including information about the sites that users visit and mobile apps they use outside of Facebook. The social network is taking the controversial step of extending that data collection to include the third-party sites and apps they use to improve the relevance of their own ads. Example: If you are thinking about buying a new TV and you start researching TVs on the web and in mobile apps, Facebook may show you ads for deals on a TV.

Global Social Media

Less Than Half of the Earth’s Population Has Internet Access
The Internet continues to grow at a rapid pace, but there’s still a long way to go in terms of extending access, especially in poor and developing countries. The number of people with access to the Internet is expected to reach three billion by 2015. That’s up from one billion in 2005 — but still just 41% of the earth’s total projected population of 7.3 billion people in 2015. Internet access is of course higher in more advanced economies like North America, Europe, and Asia, and is lower in Africa, The Middle East, India, and parts of Latin America.

Instagram Introduces Advertising in UK, Canada, and Australia
Instagram users in the UK, Canada, and Australia will start seeing advertisements in their feeds. The platform has amassed 200 million users since its launch. Growth outside of the U.S. is particularly strong, with an estimated 165 million hailing beyond U.S. shores.

Noteworthy Campaigns

“Share a Coke” Bottles & Campaign Hit U.S.
Over the summer, Coca-Cola will replace its brand logo on some of its 20-ounce bottles with one of the 250 most popular names of U.S. teens and millennials. In addition, the logos on 1.25 and 2-liter bottles of Coke, Diet Coke, and Coke Zero will be replaced by group names like “Family” and “Friends.” 12-ounce cans will feature nicknames like “BFF,” “Star,” “Bestie,” “Legend,” “Grillmaster,” “Buddy,” and “Wingman.” 8-ounce cans will bear the “Share a Coke” message.  In addition, Coca-Cola Freestyle fountain dispensers will offer to consumers who have the Freestyle mobile app the ability to scan a QR code to send a friend a coupon for a free Coke. Also, as part of the campaign, consumers who share Coca-Cola related stories using the hashtag #ShareaCoke will earn chances to be featured on brand billboards across the country and on the ShareaCoke.com gallery.  Starting this week, users can visit the campaign website to create virtual personalized bottles and share them on social media channels.  For those whose names aren’t featured on the real bottles, Coke is launching a national 500-stop tour where people can get customized mini-cans with their names for themselves and a friend.

Digital + Physical = Evernote

Written by: Tom Edwards
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One item from SXSW 2014 that has remained relevant for me is a simple package of Post-it notes. These are not just any Post-it’s, they are digitally enabled Post-it’s that integrate seamlessly with Evernote. The simple utility of the integration that allows users to convert physical post-it notes into digital, searchable records inspired me to contact the Evernote team for a briefing to bettter understand how they partner with brands.

Post it

During the course of the briefing we touched on many topics such as their current user base of 100M+ as well as their approach to partnerships and how they are working with various device carriers at the OEM level to ensure Evernote is ever present on the latest devices. We also discussed their focus on physical accessories and partnerships with Moleskin & 3M.

Evernote 100M

Evernote’s approach to creating value is to seamlessly become a part of a users daily routine. An interesting perspective about their user base was tied to the fact that out of 1000 people 999 will use Evernote in a different way. Users leverage Evernote as a way to capture anything important to their life, reuse it or stem off of it. From a brand partnership perspective, the goal is to “engage with customers in the right way”. This means that Evernote does not monetize with an advertising-based model, or data mining.

So if there is not an advertising-based model, or data mining how can a brand partner with Evernote?

The real answer is it depends on the brand. If a brand is looking to buy against the current base with a targeted ad model, that is not feasible. The current partnership focus is tied to the Evernote physical marketplace. This is the core revenue driver for Evernote and fits with their mantra of engaging consumers in the right way and connecting the digital and physical world.

Photo May 22, 2 00 46 PM

I do see opportunities to align Evernote beyond physical goods as their growing stable of native applications such as Evernote Food create opportunities to further connect directly with consumers. One of the most valuable elements to work through as a marketer, especially one focused on shopper marketing and “getting on the list” is the fact that Evernote represents deliberate intent on behalf of a user. The user is taking a specific action to interact and store content.

Photo May 22, 1 58 07 PM

Other core benefits of Evernote, if they ever move towards an advertising-based model, would be to leverage their recent addition of location tagging. Location + Tags open up the possibility to better align relevant targeting of consumers. Similar to Pinterest, a user has to take an action in order to maximize Evernote and there is a deliberate nature to the platform vs. search and retrieval. Having the ability to understand what users are interested in combined with other factors such as time & location could open up opportunities to natively connect with consumers with highly relevant and targeted advertising. But that is an assumption that is built on an advertising model which does not exist to date.

Evernote Atlas

When I think of brand categories that may ultimately benefit from an Evernote partnership CPG brands are an obvious choice. From a shopper marketing perspective “getting on the list” is of paramount importance. With Evernotes efforts to seamlessly convert physical notes into digital lists that push reminders to consumers in addition to their focus on specialized app experiences such as Evernote Food there is a great opportunity to maximize a partnership with Evernote.

Photo Mar 28, 8 03 39 AM

The key to a partnership with Evernote is ensuring that your brand aligns with the vision of the Evernote team and is not a traditional advertising play. They are looking for partners that can add value to their users lives on a daily basis so careful consideration will need to be made when developing a strategic partnership.

Follow Tom Edwards @BlackFin360

Rewards and Risks of UGC Webinar Video

Written by: Tom Edwards
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On April 30th I participated in a webinar with the head of global social for Levi’s as well as the legal counsel for Thismoment. We discussed the rewards and risks of UGC and our view on best practices for getting started with UGC. My commentary starts around 14:29 and continues throughout the remainder of the webinar.

UGC Webinar 2014-05-01 21-12-04

Here is the Full Rewards and Risks of User Generated Content Webinar

 

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Google Blurring the Line of Native, Traditional & Social

Written by: Tom Edwards
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There is a reason Google is trading over $1,000 a share and closed platforms such as Facebook & Twitter are at $55. Google owns 66% of search marketshare in the US, the #1 online video site with YouTube and Google claims 540 million monthly active Google+ users and 300 million monthly active “in-stream” users. Now Google is looking to change the game when it comes to paid amplification and content discovery by extending social content through their entire network with +Posts.

Here is a graph outlining Google Plus user growth

google-plus-usage

Content discovery, distribution and streamlining the user experience across the the Google ecosystem appear to be the future and the future is now. Recently Google deployed single sign on across the ecosytem, rolled out new content discovery options within Google+, refined the TruView suite of paid tools via YouTube and further integrated main properties such as Google+ comments embedded within Youtube.

Here is an example of the latest SSO option for Google properties

Screenshot 2013-11-04 11.11.00

Here is an example of Google+ comments embedded within YouTube

Screenshot 2013-12-18 14.25.20

I recently published what I call Google+ Circle Impact Theory outlining the intersection of social & search. Google+ represents the intersection of search & social via contextual search driven by engagement. The launch of +posts is a significant addition that truly leverages the breadth of the Google ecosystem vs. simply driving discovery of content within Google+.

The +Post is built to support content discovery. Taking organic content from a brands Google+ page and allowing distribution through Google’s Display network. The key difference is the “open” approach to boosting the content through Google’s Display network and replacing a traditional banner with a piece of relevant social content that can create conversation within the unit itself.

Here is a video overview of +Posts

 

Here is an example taking from Toyota USA’s Google+ brand post. The brand post is published via Google+ and aligned contextually with individuals through Google’s display network.

+Post Toyota

The +Post is extensible through Google’s display network combining Native & Traditional elements. The boosted posts can create more points of engagement and expand the reach to look-a-like individuals further boosting post level engagement.

+Post Native

Once expanded the +Post opens via a lightbox and allows the user to +1, share and comment to that single piece of content directly from the unit.

Screenshot 2013-12-18 12.50.12

Then the CTA will direct the user to whatever the specific action is to engage with the content.

Screenshot 2013-12-18 12.50.44

From a Circle Impact Perspective, the higher the post level engagement, the higher the probability that content will rank in SERP even for those not following the brand via Google+.

Screenshot 2013-12-18 14.04.20

From a pricing perspective, charges for brands boosting +posts is only incurred when a user hovers over the ad for two seconds.

This approach is a major shift from Facebook & Twitter’s closed native platform approach of boosting posts within the confines of their networks. Google’s approach increases the likelihood of content discovery and potentially extends the shelf life of content. Further driving value as the organic reach of some of the closed platforms continues to decrease for brands.

This is an important launch for brands and marketers focused on shopper marketing as delivering the right message at the right time is key to driving a shopper to action. The ability to create a content centric shopper strategy that can be targeted and deployed next to key publishing properties where users can create conversations directly is very appealing.

A final thought is that Google’s display network offers multiple tools for contextual & affinity segmentation across multiple screens. This means that not only are they enabling the syndication of social content but also offering the robust targeting capabilities of Google’s ad tools. +Post ads are currently in beta but you can sign up here.

Follow Tom Edwards @BlackFin360

Facebook to Launch Video Ads in News Feed

Written by: Tom Edwards
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I wrote this post back in May of this year when I was first briefed by the Facebook team about this potential product roll-out. It has been a long go for this feature to roll out.

I hear it now… “Wait, we can already promote a video via paid… how is this different?”

Facebook’s goal is to now incorporate sight, sound and motion in a users newsfeed on both mobile & desktop without a click. They had recently rolled out the feature to general users to test the response with consumers. They have seen a 10% higher engagement than non autoplaying videos since launching in September.

Photo Dec 17, 10 49 51 AM

We know that the power of Facebook is tied to Storytelling & amplification. The goal with this new offering is to further extend social context via storytelling + great content = great conversation and to capture a users attention without a click to initiate.

video-screen-shot

Seeing it in action is impressive and definitely gets your attention as it is ALREADY active when you scroll down your feed. The video starts as soon as it enters your frame of view within the newsfeed.

Initially the sound is off with subtitles and an option to turn the sound on is then prompted to the user.

Here are the details…

  1. The view is defined by 3 carousels, similar to how multiple images show in a post
  2. The first video is a 15 second brand reveal spot that is also subtitled and initiates upon visibility in your stream
  3. There are two other spots that can play the extended cuts of video content 30, 60, 90 to a 10 minute trailer within the carousel
  4. The user is then prompted to share & comment directly within the video post view
  5. The video will pause and start back up again when the user scrolls back up
  6. Each video has to be a minimum of 15 seconds (no vines here)
  7. There will only be 1 video campaign per day. You read that correctly. 1 video per day. Your brand owns that day
  8. Pure impression based pricing at the moment, no CTR or True View type option yet.
  9. Segmentation will be limited to (male/female 18-54) demos. The only segmentation available out of the gate is tied to gender and 18-54. As with all products, after launch the ability to further segment will come into play
  10. This is only available directly through Fb I/O no self serve option. Pricing is comparable to a day’s takeover on other channels

From a strategic standpoint this is a pure awareness driver as of time of launch the product is purely impression based at the moment with Facebook providing guaranteed reach.

From a measurement standpoint, Facebook is claiming guaranteed audience through Nielsen OCR (Online Campaign Ratings) as well as Video insights powered by Facebook insights reporting that will capture everything from sound, engagement (likes, comments, shares) organic reach and fans.

There are a number of brands that are lining up to take advantage of this type of placement. For large programs that center around digitally centric content, this is a great addition to the platform.

Initial reaction even among my team was mixed. Terms like “fascinating”, “interesting” & “awesome” were also met with some concern. A very savvy team member made the point that he was concerned with the recent levels of driving monetization could be impacting the overall user experience… potentially leading to a loss of interest on the platform”.

My takeaway was from a brand perspective I like the opportunity to feature my digitally centric content and drive guaranteed reach. The motion seemed like a natural extension of the News Feed and the “sound off” option did not lead me to remember the days of geocities sites that blared music upon load.

It will be very interesting to see the impact that this new type of offering will have and which brands will be first out of the gate.

Follow Tom Edwards @BlackFin360

5 Reasons to Consider Flipboard to Support Your Content Strategy

Written by: Tom Edwards
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I was recently briefed by the Flipboard team and was pleasantly surprised by how their platform is scaling to support brands. Here are 5 reasons to consider Flipboard to support your branded content strategy.

Flipboard is a content curation and discovery social magazine app that over 85 million people are using. The application visualizes your social feeds such as Facebook & Twitter as well as providing access to curated topical magazines all while allowing the user flexibility in how they consume their content of choice.

What is Flipboard

From a brand perspective there are 5 key areas of interest to leveraging Flipboard to it’s full potential.

Reason #1 – Brand Magazines – Over the past few months more than 60 recognizable brands have launched curated magazines. This includes Callaway Golf, Levi’s and more. With such a large user base combined with users appetite for both curated and original content, Flipboard is becoming an ideal destination to aggregate and present information in a unique and compelling way.

Here is an example from the Callaway Golf Team. They created a brand magazine to support the launch of their new Apex Irons.

Callaway Apex Irons MagazinePhoto Oct 08, 2 01 25 PM

Flipboard launched an online editor earlier this year. The editor allows anyone the ability create customized titles and over 3.5 million customized titles have been created.

Here is an example of a BlackFin360 magazine that was created via the editor

BlackFin360 Flipboard Editor

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Reason #2 – Flip It Web Bookmarklet – Flip It creates a connection point to update brand magazines quickly based on newly discovered external content. Simply add the bookmarklet to your browser of choice and quickly add curated content directly into a brand magazine.

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Simply identify the content and hit “Flip It” to add directly from anywhere on the web

FlipIt - BF360

Another use for Flip.it links are to extend brand magazines into the web as well. With a Flip.it link, you can connect to a web enabled version of a brand magazine that exists in the Flipboard ecosystem.

Here is an example of the BlackFin360 Brand Magazine viewable on the web via a Flip.it link.

BlackFin360 Flipboard

Reason #3 – Sponsored Search – As part of an advertising package with Flipboard, there is an opportunity to highlight a brand magazine via a promoted element appended to keyword search results.

Here is an example from Levi’s promoting their Modern Frontier magazine tied to the Levi’s keyword.

Flipboard Promoted

Reason #4 – Full Page Paid Advertisements – Brands have an opportunity to align with prominent publishers and associate their content in the form of full page ads that can also link directly within Flipboard. In this scenario, Flipboard can act as the agent with the publishing partners.

Here is an example of a Levi’s Full Page add that also connects directly to their Brand Magazine

Levis Flipboard Example

Paid advertising only appears within the pages of formal publishing partners such as Conde Nast publications. According to a recent interview with Flipboards CEO Mike McCue, he referenced click through rates averaging around 3% across both mobile & tablet.

Another Example of a Full Page Ad

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Reason #5 – Editorial Opportunities – With Flipboard curating & creating content, there are editorial opportunities for brands that can also drive additional value for a brand. This would require working directly with the Flipboard team but relevant content sessions can be created and distributed through inside.flipboard.com

Inside Flipboard

WIth a total of $111 million dollars raised to date and a growing user base, Flipboard is riding a key consumer trend and providing a service that will be incredibly relevant over the next few years as more brands create content and look for platforms that can organize and distribute content in a relevant and cost effective manner.

Follow Tom Edwards @BlackFin360

Pinterest Partner Event Recap

Written by: Tom Edwards
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I recently attended the first ever Pinterest Partner Marketing Summit in NYC. This invite only event unveiled their emphasis on developing a strong partner program and also served as an opportunity to introduce new staff to the Pinterest partner team, new resources for brands and agencies and best practices to maximize the platform.

Pinterest Event

There were five primary areas of focus for the event.

1) Why Pinterest
2) Pinterest Interest Graph
3) New product enhancements (Rich Pin & Mobile Pin It)
4) Analytics & Partner Tools
5) Partner case studies & Best Practices

WHY PINTEREST

Ben Silbermann, Pinterest Co-Founder & CEO started the day by telling the story of Pinterest. He discussed his love of collections when he was young… stamps, butterflies, baseball cards, etc… he saw an opportunity as there was not an elegant solution to organize collections online.

He had roots with Google and was enamored by how the search giant was able to so seamlessly focus on enabling search & retrieval across the web. If you know what you are looking for Google provides an ideal platform for search & retrieval.

He actually related Pinterest more to Google & search than to other social channels such as Facebook. With Pinterest people vs. bots are indexing the webs content and organizing them by interests, something that is a bit more subjective but aligns with human behavior.

One of his key points was in defining Pinterests role in discovery of content.

Discovery on the web is an unsolved problem & massive opportunity” – Ben Silbermann

Ben

With Pinterest, people are making discovery possible by organizing the web’s content around interests. This is their key point of differentiation as the platform is about discovery and action.

It was interesting to hear Ben’s story about the roots of Pinterest and it also provided insight into where the platform is going which leads to the Interest Graph.

INTEREST GRAPH

The Pinterest team spent a good bit of time discussing what they coined the Pinterest Interest Graph. An interest graph is an online representation of the specific things in which an individual is interested. And because the focus of Pinterest is based on what people are indexing on the web and then categorizing by interests, the Pinterest Interest Graph is the foundation for their business moving forward.

A key point of differentiation between Facebook’s Social Graph & Pinterest & even Twitters interest graphs are the fact that Interest Graphs are used to create people’s interest networks whereas Facebook and other social networks are organized around an individual’s friends and connections that follow them across the web.

The key to the interest graph for Pinterest is the ability to create personalized experiences that change based on an individuals life stage and interests. The association is less with people and more with things. This may include life events such as marriage, children, etc… and Pinterest hopes that by focusing on interests they are building a sustainable platform that can grow with users over time and continue to provide both utility and relevance based on discovery.

The key to the interest graph from a brand perspective is that a single product can be repined into other areas. As the single object passes across the interest graph across categories you are able to leverage the network of interests and passions vs. pushing a message and see how your product resonates in real time. This leads to driving discoverability by interest as well as distribution and lengthens the shelf life of content as it continually gets repined.

Interest Graph in action for me… I like Robots

Robots

PRODUCT ENHANCEMENTS

Pin it Button – the theme that was repeated the most over the course of the event was the focus on the Pin It button. Pinterest reiterated that a strong Pinterest strategy starts with enabling your domain. By enabling and focusing on driving & optimizing pins down to the individual product level are the key to driving more engagement and driving higher referral traffic.

Pin-It-Button-30-Designs

Mobile Pinning – Earlier this week Pinterest launched the ability to integrate the Pin It button into a brands mobile application to further drive discoverability via mobile for both iOS & Android via SDKs. The SDK allows a brands users to create Pinterest content inside the branded app. Currently, this only supports pinning from the web, but the ability to pin local images is on the roadmap as well.

Here is an example of Mobile Pinning in action from the Brit + Co (launch partner) mobile app

mobile pinning

Rich Pins – Also tied to this weeks launch was the release of Rich Pins. Pinterest hopes that Rich Pins lead to action and by adding more brand data to a pin tied to products, recipes & movies that more direct attribution and value for brands and users will be apparent. Product pins from a brand can showcase active inventory as well as price & references the source directly from the pin. Recipe Rich Pins allow more data to be added directly to the pin and movie pins offer insight into reviews as well as cast directly from the pin.

Product Pins

Product Pins

Recipe Pins

Recipe Pins

Movie Pins

Movie Pins

Implementation – In order to implement Rich Pins meta tags need to applied to your domain and decide on the type of rich pin you want to apply for. Then once the meta tags have been validated you can apply to get them from Pinterest.

From a brand perspective, this is the first step to further enabling brand content and attribution. Especially the product pins can be of value to further drive action when discovered.

ANALYTICS & PARTNER TOOLS

On March 11th, Pinterest launched their data analytics tool. This was another key discussion point during the course of the event. The analytics tool supports Pinterest’s position to enable a brands .com as the suite focuses on content pinned directly from the .com and focus on how many people are pinning from the website, impressions & reach over time and which pins receive the most repins and who pins them as well as what other content people are pinning alongside them.

webanalytics_3

This data can be extremely useful when incorporating top pins into tailoring content for the website as well as other social channels. Nordstrom was a presenting brand and the key takeaway from their presentation was their focus on curating pins and using analytics as a driver for surfacing content on their website, e-mail as well as in store. By leveraging Pinterest in this way, Nordstrom claimed increased sell through in stores and online.

Nordstrom Top Pins via .com

Screen Shot 2013-05-23 at 10.20.55 AM

Nordstrom in store

Nordstrom

Pinterest also rolled out new partner tools starting with a revamped business.pinterest.com as well as a new business blog that will focused on enabling partners and will serve as the location for new product feature announcements. The team also announced that they will soon be providing webinars on best practices to further enable partners.

Unlike Facebook & Twitter, Pinterest is less about working directly with their partner teams and more about enabling the platform to allow brands to maximize their presence.

CASE STUDIES

During the course of the event four brands were represented including Target, Sephora, Nordstroms & Sony Electronics. I have already referenced how Nordstroms is leveraging Pinterest data to drive their content & in-store strategy. Below are a few key points from the Sephora & Sony Electronics presentations.

Sephora

The most compelling elements from the Sephora case study was their laser focus on identifying trends via pins. Their goals were tied to making it easier to pin from Sephora.com, use e-mail to encourage Pinterest engagement and encourage clients to pin their beauty shopping lists.

Sephora

  • Focus on top pins to inform content strategy across channels
  • Content goes beyond simple product to incorporate DIY type content
  • Testing various types of Pin to Win initiatives that are cross promoted

Screen Shot 2013-05-23 at 10.41.13 AM

  • Embedded Pinterest across social channels such as Facebook
  • Created pinnable e-mails drove significant results including a 60% increase in referral traffic from Pinterest that has not subsided
  • Focus on creating a shoppable experience on Pinterest
  • Claimed that shoppers are closer to purchase in the path to purchase and stated a statistic of 15x the sales impact vs. Facebook

Sony Electronics

I was most impressed by the work of Sony electronics of the four brands that presented. What I liked about their story is they are not the first brand you think of when you think about the Pinterest platform. They are a manufacturer vs. retailer and their audience is a younger, high tech male group who is not the primary audience of the platform. They had very clearly defined strategy objectives of driving sales, acquisition and brand affinity on the platform and they have leveraged the social power of their internal organization as well as consumers to power their experience.

Sony Electronics

  • Audience (Sony electronics appeal to more than women)
  • They curated content that existed, retro products, artist style, influencers who shoot with their cameras etc…
  • Launched presence with an employee contest to educate and curate relevant content across the organization
  • Drove awareness via the Sony Electronics blog & e-mail
  • E-mail is a critical component to their Pinterest strategy, pin, collect, share –> Pinterest focused messages get double the open rate
  • Inform their content strategy based on Pins
  • Leverage 3rd parties such as Curalate to identify influencers
  • Executed innovative programs such as Pin Deals – unlock via 20 pins – flash sale & Pin it to give it – repins = $1 to charity and received 13,000 pins

pin2givePindeals

  • Partnered with relevant brands to enter new categories such as Pinterest partnership with American Airlines to enter travel

Travel and Tech

BEST PRACTICES

The following is a list of best practices that were discussed during the course of the event. This is not a comprehensive best practices list, but does highlight the key points that the Pinterest team & brands represented did speak to repeatedly.

Strategy

  • The Pinterest team reiterated that the best Pinterest strategy starts with your domain.
  • Remember boards are not destinations, most of the interaction will happen at the Pin level
  • Pinnable E-mail is a critical component to a successful Pinterest strategy, enable content to be pinned on the individual content level

Platform

  • Add Pin-It Button to domain
  • Verify the business with Pinterest
  • Enable Domain Analytics
  • Activate & Incorporate Rich Pins to create a cleaner connection to inventory and enabling action
  • Leverage the Mobile SDK’s to further enable sharing directly from a brands app

Content

  • Learn from top pins, timely relevant pins that map to domain are key
  • Optimize pins, Sony’s audience preferred product shots while Target’s audience resonates with Lifestyle images
  • Short Captions are key, the goal is to tease to promote click through
  • Focus on content that will drive repins
  • Pin your product along with other inspirational content to boards
  • Focus on creating ripples with content vs. “feed stuffing”

Contests

  • When it comes to Pin It to Win it type of initiatives, it is important to ensure that there is a variety of content to pin
  • A pin from a Pin it to Win it is good, but the focus should be on repins. Repins are the key to successful promotion on the platform

SUMMARY

The first Pinterest partner event was definitely insightful and the event closed with the following points:

1) Discovery on the web is an unsolved problem & massive opportunity
2) People are making discovery possible by organizing the web’s content around interests
3) You can make your business more discoverable by inspiring people to pin

Follow Tom Edwards @BlackFin360