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The science of social media. The complete guide to: Contents THE SCIENCE OF SOC

The science of social media. The complete guide to: Contents THE SCIENCE OF SOCIAL MEDIA: THE COMPLETE GUIDE TO PINTEREST WWW.FRESHEGG.COM 1. 1.1 1.2 1.3 1.3.1 1.3.2 2. 2.1 2.2 2.3 2.4 3. 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 Pinterest What is Pinterest? Key statistics Why should you use Pinterest for your brand? Which areas work well Key objectives Getting started Creating the account Settings The Pinterest interface Profile page How to pin Adding a pin Uploading a pin Pin etiquette Pin It bookmark button Repin Tagging What to pin When to pin Search function Search pins Search boards Search people Boards Creating a board Categories Categorising, editing or deleting a board Gifts and pricing Engagement Following a user Following a board Like and comment Copyright issues Site implementation Passive button Active button Pin blocking Glossary Notes 3.9 3.9.1 3.9.2 3.9.3 3.10 3.10.1 3.10.2 3.10.3 3.10.4 4. 4.1 4.2 4.3 5. 6. 6.1 6.2 6.3 7. 8. 1 1 2 3 3 4 5 6 8 9 10 11 12 14 16 17 17 17 18 18 18 18 18 18 19 19 20 21 21 22 22 22 22 23 24 24 25 25 27 29 What is Pinterest? 1 Pinterest 1 1 Pinterest is the new ‘big thing’ in social media. Still in its beta phase, it boasts a reported 13million users and has seen its page views increase 230.9% in the last 3 months. Currently ranked as the 31st most visited website in the UK, Pinterest is a collection of virtual pinboards allowing you to ‘pin’ images you like onto boards in different categories. People can use it to plan their weddings, decorate their homes and organise recipes. Key statistics Pinterest has really taken off in the USA, with 12 million unique users compared to 200,000 in the UK. What’s really interesting is that whilse Pinterest is a female dominated platform in America (83% of users are female), in the UK the gender divide is a lot more even – 56% of users are male. In the UK, 42% of users are aged 25-34, with the second largest age group being 35-44. The majority of UK users are university educated and about 60% of users earn over £63,900 a year. Pinterest boasts 13,000,000 users worldwide. THE SCIENCE OF SOCIAL MEDIA: THE COMPLETE GUIDE TO PINTEREST WWW.FRESHEGG.COM 1.1 1.2 2 1 Why should you use Pinterest for your brand? 1.3 1.3.1 Which areas work well Pinterest has 32 different categories that a board can fall into, although you can label the board whatever you want. Pins will be more searchable should the board be in a suitable category. Choose the most relevant category for the company. For example if you lease cars the ideal category would be Cars and Motorcycles. All categories can be diversified to allow for a broader range of boards, i.e. Formula One, american muscle cars, Audi, sports cars, convertibles etc. Pinterest has become one of the biggest social traffic referrals, bringing in more traffic than YouTube, Google+ and LinkedIn combined. 3 THE SCIENCE OF SOCIAL MEDIA: THE COMPLETE GUIDE TO PINTEREST 1 PINTEREST 1 1.3.2 Key objectives Since its rise in popularity earlier this year, Pinterest has become one of the biggest traffic referrals, bringing in more traffic than YouTube, Google+ and LinkedIn combined. Most images are pinned from a website and therefore have a link back to the page where it was originally pinned from. This means each of these pins acts like a button back to the website. The reason for this higher rate of referral traffic is due to the way people pin images. There are five main types of Pinners Buyer These are people who express themselves through pictures and images relevant to their lives. This sort of activity is comparable to self-identification with products and focus group insight. Near future buyers These people use Pinterest as a bookmarking website or an online wish list. They pin to remind themselves of things they want to do, buy or revisit. Influencers Comparable to online product recommendations and reviews, these influential users like to share and recommend things they think others will like. Long-term buyers This type of user will be exploring topics and doing their research. They probably know what they want i.e. a bookcase, but they don’t know what type of bookcase. This activity is akin to window shopping, careful adoption and informed decision-making. Immediate buyer This kind of user is actively searching new things to do, buy, look at or read. Their activity is similar to product research and targeted online searches i.e. ‘oak book case with 5 shelves’ rather than ‘bookcase’. 4 WWW.FRESHEGG.COM 1 PINTEREST Pinterest is currently in beta testing. In order to join the site, a user must be invited or join a waiting list. Fresh Egg is able to send invitations to the platform so feel free to request one. It is best to register with the same email address as the business Twitter account to enable sharing via Twitter. 2 THE SCIENCE OF SOCIAL MEDIA: THE COMPLETE GUIDE TO PINTEREST 2 Getting started 1 5 2.1 Creating the account Step 1 After either requesting an invite from Fresh Egg or Pinterest directly (using the Twitter email address), click on the link in the Pinterest invite email. This will redirect to Pinterest. Step 2 After authorising Pinterest on Twitter it’s time to create the account. Fill out the fields as necessary. 1 6 WWW.FRESHEGG.COM Initially it will ask to sign up with Facebook. Currently Pinterest does not connect to Facebook Pages so proceed by clicking on ‘Or sign up with Twitter’. 2 GETTING STARTED 2.2 Settings It is important to configure the account settings correctly. In the top right corner of the page the account avatar and name will be displayed with a drop down menu next to it. Click the ‘Settings’ option in the drop down. 8 WWW.FRESHEGG.COM 2 GETTING STARTED In the ‘Settings’ you can: Edit the email address, email notifications, password, username and gender. Add/edit the About section, Location and Website as well as change the brand avatar. Define sharing and visibility settings. Delete the account. It is important to make sure the account’s visibility setting is set to ‘OFF’, so the account will be indexed in search engines. Step 3 Pinterest will then ask for the account’s interests. This will help Pinterest suggest users to follow, so select any option that is related to your brand. Step 4 Pinterest will then generate a list of users to follow and prompt board creation. Step 5 Create a range of diverse boards that will attract users. Create a board for each different type of image that could be posted. There are various ways of pinning an image or video. Users can ‘Add a Pin’, ‘Upload a Pin’ or install a bookmark bar ‘Pin It’ button. 7 THE SCIENCE OF SOCIAL MEDIA: THE COMPLETE GUIDE TO PINTEREST 2 GETTING STARTED 2.3 The Pinterest interface This page is similar to the Facebook News Feed. It shows all the pins and repins of the users the account follows, as well as detailing any activity i.e. when someone follows you or one of your boards in addition to ‘Like’, ‘Repin’ and ‘Comment’ activities. This page also allows users to view pins by category, look at video pins and see what pins are popular (determined by how many times it has been repinned or liked) as well as browse pins that have prices in the gift section. 9 THE SCIENCE OF SOCIAL MEDIA: THE COMPLETE GUIDE TO PINTEREST 2 GETTING STARTED 2.4 Profile pages The profile page displays all the account information, including website, Facebook and Twitter. It also displaysthe last three users repinned, follower/following information and all the users pin details such as boards, pins, likes and recent activity. 10 WWW.FRESHEGG.COM 2 GETTING STARTED 11 THE SCIENCE OF SOCIAL MEDIA: THE COMPLETE GUIDE TO PINTEREST 3 How to pin 3 HOW TO PIN 3.1 Adding a pin Adding a pin is when a user finds an image on a website that they would like to pin. The benefit of adding a pin in this way is that the URL associated with the image provides a link back, which encourages more traffic. This link is kept regardless of how many people repin the image, so anyone who sees the image can click on it to see where it originated from. For example: a user would like to pin a Persian recipe so that it is easy to find later on when they would like to make the dish. Step 1 While signed into Pinterest click on the ‘Add +’ button located at the top right of the Pinterest interface. Step 2 Select ‘Add a Pin’ from the options in the window. 12 WWW.FRESHEGG.COM 13 THE SCIENCE OF SOCIAL MEDIA: THE COMPLETE GUIDE TO PINTEREST WWW.FRESHEGG.COM 3 HOW TO PIN Step 3 Insert the URL of the page containing the image then press ‘Find Images’. Step 4 uploads/Science et Technologie/ pinterest-guide.pdf