HelloSociety Blog

Pinterest For Business

Zoe Waldron

July 23, 2014

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 Case Study: Swarovski   A Crystal Clear Pinterest Strategy

Swarovski is an Austrian producer of luxury cut crystals. They sell jewelry, watches, accessories, and sparkling crystal objects, like small crystal animals. Swarovski’s Pinterest account has capitalized on the glamorous lifestyle, weddings and fashion. With 27 boards, over 7 thousand pins, and over 1.5 million Pinterest followers, Swarovski is obviously doing something right. Let’s look further into their Pinterest strategy to see exactly what they’re doing successfully in the world of Pinterest.

What Swarovski is doing right

On Pinterest, Swarovski does an amazing job at integrating products among beautiful non-brand related images. We usually recommend a 20/80 rule of 20% brand content and 80% other content interspersed at a rate of 1 brand pin for every 5 pins. By focusing on weddings in particular, Swarovski has reached a strong niche on Pinterest. Swarovski’s Wedded Bliss board is a great example of successfully incorporating product with inspiration. This wedding board shares inspiration around wedding decor, hair, cake design, DIYs, and photography among Swarovski products that seem to fit in naturally. (more…)

Posted In - HelloSociety - Behind the scenes, Marketing example, Pinterest news, Pinterest tips

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Zoe Waldron

July 16, 2014

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 Common Brand Mistakes We See on Pinterest

1) Uploading images and not adding the products’ URLs.

We cringe a little when we see uploaded pins without the source URL attached – so much potential traffic missed out on! To edit your uploaded pins’ URLs, click on ‘edit’ and paste in the associated URL with the product. If the image has no associated product, at least paste in the general website or the Facebook page.

 Common Brand Mistakes We See on Pinterest

When the bottom of pins say “Uploaded by:” or “via _(a name)_” it means there’s no URL attached.

2) Not categorizing your boards. (more…)

Posted In - Marketing example, Pinterest news, Pinterest tips

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Zoe Waldron

July 9, 2014

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 5 Reasons Why People Love Shopping On Pinterest

# 1: You can browse through every store ever, all at once.

Pinterest is amazing in that, if you’re looking at a fashion board, the women’s (or men’s) fashion category, or browsing search results, you can see a wide variety of brands, products, inspiring styles, and trends. Interested in finding a dress for summer? Search for “summer dress” and see a ton of dresses at different price points from many different brands and stores online.

Although some pins may not click through to the store that sells that dress, you can still pinpoint the look you’re going for and even print out the photo to show to an associate in store to find something similar!

# 2: You can easily see what looks are trending.

You can easily get a sense for current and upcoming trends and in-demand products and styles from Pinterest. See what fashion and product pins are popular. Those pins with hundreds to thousands of repins are most likely on trend and in demand.

# 3: You can see if an item is ‘In Stock,’ its price, and if it’s on sale. (more…)

Posted In - Marketing example, Pinterest news, Pinterest tips

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Zoe Waldron

July 2, 2014

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 How To Get Better Traffic From Pinterest

Pinterest is one of the top growing contributors of traffic for publishers, bloggers and brands all over the world. In October of 2013, Shareaholic released data supporting that Pinterest drove more traffic to publishers than Twitter, LinkedIn, and Reddit combined. So how can you increase the likelihood that your content gets shared and clicked through to the website for days, months, and years to come?

By optimizing your images to make them both intriguing to click and appealing to share. Use this blog post as a guide to making sure your pins are promoting click throughs. Based on Pinterest’s latest ‘Best Practice Guide’ by Pinterest for Business, the following are important when it comes to optimizing an image, profile, website, and your overall Pinterest strategy.

Optimized Descriptions

A pin with a detailed and helpful description will show up higher in searches. Below, Pinterest shared some qualities of good pin descriptions by category. Say you manage a fashion brand’s Pinterest account, the next time you share a product pin from your website, mention the type of clothing (maxi dress), the designer (Free People), and the season to wear it (perfect for summer!). Add some positive buzzwords and additional details into the description as well, like where it could be worn.

Example Pin: “This super cute white lace maxi dress from Free People is perfect for summer! It would pair well with an oversized hat and would be the perfect outfit for your next outdoor concert!” (more…)

Posted In - Marketing example, Pinterest news, Pinterest tips

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Zoe Waldron

June 25, 2014

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 Case Study: Ben & Jerrys   Pins, Pints, and Pinterest Potential

I scream, you scream, we all scream… for optimized, well-attended to brand Pinterest accounts. Ben & Jerry’s is a well-loved brand that is excelling on all of its social media accounts…. except on Pinterest. In October of 2013, they had a little over 3k followers. Now they have a little over 5k followers… very slow growth! With over 7.5 million Facebook likes, over 225k Twitter followers, and over 400k Instagram followers, their potential to gain hundreds of thousands to millions of Pinterest followers is very promising… not to mention how food on Pinterest is a top category. With creative board themes, great general social media following, and the ideal product to promote on Pinterest, Ben & Jerry’s has the perfect ingredients for a successful Pinterest strategy… they just need to put in a little more effort to churn out a high following.

With 23 boards and only less than 800 pins, it’s clear that they don’t pin often (ideally 15-25 pins/day). They only pin a handful of pins every few weeks! Although their board themes are creative, if they never promote their Pinterest none of their fans will know they have one and if they never pin, their existing followers won’t engage. This case study explains how a solid brand with a struggling Pinterest presence can take hold of their Pinterest strategy and accumulate the following they should have.

 Case Study: Ben & Jerrys   Pins, Pints, and Pinterest Potential

What Ben & Jerry’s is doing right (more…)

Posted In - HelloSociety - Behind the scenes, Marketing example, Pinterest news, Pinterest tips

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Kyla Brennan

June 24, 2014

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CB2’s recent APT CB2 campaign should have been a huge success. It was based on an awesome concept, a beautiful mini-site, an impressive promotional video, and came from a brand that has some of the most pin-worthy products on the planet – not to mention a website that showcases these products in gorgeous editorial shots. The campaign concept: Five designers furnish different rooms in a real-life NYC based apartment, with Pinterest users getting final say in what CB2 products are used in the designs.

However, due to what appeared to be an overall lack of knowledge around how people naturally engage with Pinterest and what images do best on the platform, the campaign ended up with significantly lower engagement than it should have gotten.

It was successful from the standpoint that it got a ton of press coverage prior to launching – which may have been the point – but at the end of the day, this $1M campaign left a ton of opportunity on the table. After all, the campaign received only 11,648 repins and 6,989 likes (the equivalent of votes) on Pinterest. These numbers may seem solid, but if the campaign were structured in a more natural fit for Pinterest, the right pinners were used, and better creative were provided, CB2 could easily have seen 10 to 20 times those numbers – or more. Consider the designers involved in the campaign get an average of 986 repins/pin on their non-CB2 campaign boards, but they averaged a meager 123 repins/pin on campaign-related content.

The campaign in a nutshell: Five designers furnished a real-life NYC apartment using Pinterest! They created pin boards dedicated to their respective room within the house (office, rooftop, living room, dining room and bedroom). Over the course of 24 hours, the designers pinned groups of products from CB2 that their followers could then vote on by “liking.” For instance, the designer responsible for the office would pin three desk lamps in a row, and whichever desk lamp got the most “likes” would be used in that real-life room.

WHY IT MISSED THE MARK (more…)

Posted In - Marketing example, Pinterest news, Pinterest tips

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Zoe Waldron

June 18, 2014

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 The Secret To Finding Great Content On Pinterest

Sifting through Pinterest’s categories and searching pins can be great for new pinners and some veteran pinners too, but it’s usually very time consuming and inefficient if you’re a picky pinner like I am. I really enjoy going through my Pinterest feed, but when I’m specifically searching for something sometimes I have trouble finding pins with both the content I’m looking for and the image quality I try to uphold. Pinterest has some really cool features in making it easy to find that amazing, beautiful content you love but might now know about yet! This article shares a few ways you can find those perfect pins you’ve been looking for.

 The Secret To Finding Great Content On Pinterest

Related Boards – Mobile

 The Secret To Finding Great Content On Pinterest

Are you using Pinterest mobile’s ‘Related’ button? Hold your finger over any board, yours or anyone else’s, to see related boards. A great way to find other content you’d be interested in!

Boards You May Also Like – Desktop (more…)

Posted In - HelloSociety - Behind the scenes, Marketing example, Pinterest Events, Pinterest news, Pinterest tips

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Zoe Waldron

June 11, 2014

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 Pinterest is Booming on Mobile

According to Mashable, Pinterest is now the 2nd ranked social media platform in relation to being most-often used on mobile devices, just behind Instagram and just ahead of Twitter. According to comScore, in April of this year, 93% of the time spent on Pinterest was through mobile. Since the release of Pinterest’s mobile app in May of 2011, the use of Pinterest on smartphones in relation to desktop computers is significantly higher, and still continuing to grow.

Earlier this year, when mobile use was quickly growing, Pinterest decided to focus on a mobile site redesign. In February, Pinterest released a redesign of their mobile site and the statistic that “75% of all daily traffic comes from native mobile applications.” During those few months, Pinterest mobile usage continued to grow and on June 5th, Digiday published an article stating new data from comScore,

“A staggering 93 percent of the time spent on Pinterest in April occurred on mobile, up from 72 percent in April 2013, according to comScore. That’s higher than the mobile consumption rates for Tumblr (48 percent), Facebook (68 percent) and Twitter (92 percent).”

 Pinterest is Booming on Mobile

The growth of Pinterest mobile usage from 2013-2014 – Source: Digiday (more…)

Posted In - Pinterest Events, Pinterest news, Pinterest tips

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Zoe Waldron

June 4, 2014

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 8 Creative Brand Pinterest Boards

It’s important for brands on Pinterest to have creative board themes. This will help the chances of acquiring new followers and better engage current followers. The following eight Pinterest boards come from brands on Pinterest that have unique creative board themes.

1. Starbucks’ Place Pins board, Store Design

Starbucks’ Store Design board shares images from its stores all over the world as a place pins board on Pinterest. This is a cool way to visually connect travel and the love of coffee across the globe.

 8 Creative Brand Pinterest Boards

2. Splendid’s board dedicated to bright colors, Color Story (more…)

Posted In - Marketing example, Pinterest news, Pinterest tips

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Zoe Waldron

May 28, 2014

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 Case Study: Whole Foods   Whole People, Whole Planet, Whole Pinning Strategy

Whole Foods Market is one of the top Pinterest business accounts in the food category, with over 188K Pinterest followers. That number is impressive but in comparison to their other social media account ‘likes’ and ‘follows’, over 1.5 million Facebook followers and over 3.7 million Twitter followers, their Pinterest account following is nothing in comparison. The good news? It has great potential to reach the millions in no time. By sharing a variety of recipes, healthy lifestyle pins, community-driven topics, and brand and blogger-curated group boards, Whole Foods has embraced Pinterest with a brand-aligned healthy, planet-conscious focus.

What makes Whole Foods’ Pinterest really unique is its large number of group boards. Whole Foods has 50 group boards, and although many boards (20+) are shared with Whole Foods’ Whole Kids Foundation Pinterest account and their marketing team members, a lot of influential bloggers and other companies are taking part in Whole Foods’ pinning efforts as well.

Whole Foods has a wide array of food-related boards covering: seasons (Savoring Summer), ingredient (You Say Tomato…), meals (Sweet Tooth), repurposing (We’re Used to Reusing), Mother’s Day (Mom Rocks), beauty & DIY (You’re Beautiful), technology (Go Go Gadgets), as well as features, like pinning as a guest on Etsy’s Pinterest (Guest Pinner: Whole Foods).

 Case Study: Whole Foods   Whole People, Whole Planet, Whole Pinning Strategy

What Whole Foods is doing right (more…)

Posted In - Marketing example, Pinterest news, Pinterest tips