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					               SITELAB INTERACTIVE
Jenn Barber – Social Media Strategist
From startups to large enterprise brands, I consult
SiteLab’s clients to connect them with opportunities
to engage with social media. A few of my client
successes include:

§  Growing Facebook likes to over 40,000 in less
  than 6 months
                                                       @jbarber5000
§  Attracting over 680,000 referred visits from
  Pinterest alone

§  Writing engaging content Retweeted by the
  Huffington Post and Self Magazine
TRAVELERS USE SOCIAL MEDIA
Travelers use the Internet for most of their travel planning

§  87% of travelers used the Internet for most of their travel planning

§  62% research an upcoming trip

§  45% sourced initial trip idea

§  31% watched travel video

Social Media influences travelers

§  52% have changed their original travel plans

§  50% of travel companies agreed direct bookings generated from
   social media



Source: MediaBistro.com
  ENTER PINTEREST
another social media site
Pinterest is a place to organize and share online images that you find
interesting or inspiring. Once uploaded or shared on Pinterest, these
images become known as pins, which the user can place on
customized, themed boards.
§  Pinterest hit 10MM US Monthly Unique Visitors faster than any
  independent site in history

§  12 MM registered users (#5)

§  104 MM monthly visits (#3)

§  68% Women / 32% Men

§  Most age 25-44; 28% have a HH income of $100K+

§  Time Spent by Avg Social Networking User/Mo – 405 mins (#1)


Source: MediaBistro.com
          SOCIALLY INTEGRATED
§  9 MM Monthly Facebook-connected users

§  More than one-fifth of Facebook-connected users are on Pinterest
   daily (which represents more than 2 MM members)

§  Generates more referral traffic to websites than YouTube, Google+,
   and LinkedIn combined

§  Pinterest API plays nice with email marketing (MailChimp), Facebook,
   Photo Sharing (Flickr), Browsers, and Video (Vimeo)




Source: AppData.com
CVBs, Media, Attractions, Airlines, Hotels…
      SO WHAT…
are these people doing?
EXPRESSING THEMSELVES
CREATING REMINDERS
SHARING & RECOMMENDING
LEARNING & EXPLORING
SEARCHING & DISCOVERING
WELL, I’M READY
 how about you?
First, let’s decide where we’ll go…




     Evaluation – Beautiful Pictures
Ok, what will we do when we get there…




      Collection – Easy-to-Share Content
What are we going to pack…




Preparation – Helpful Tips & Amenities
We’re back… that was fun!




  Sharing – Beautiful Pictures
   GET STARTED
some recommendations
TRAVEL MARKETING ON PINTEREST
 §  Showcase your stuff

 §  Share some secrets

 §  DON’T include pricing on your pins

 §  Connect with the community

 §  Collaborate

 §  Build your brand image

 §  Create variety with videos

 §  Stay social

 §  Add buttons to your site

 §  Run a contest
       Hass Avocado
          Board
                                                    Collaborative Board
 §  Slow growth of followers in the beginning

 §  Created “Avocado Lovers” Board

 §  Invited a few bloggers in the community, and
   then opened it to anyone who requested

 §  Low maintenance, delete duplicates

 §  Results: 11,170 followers, 10,158 pins to 1
   board / 12,429 followers to profile

 §  Unsolicited blog posts

 §  Lots of content and conversation starters

 §  More followers than Dunkin Donuts, Panera

CASE STUDY
      Visit Savannah
                                                    Variety of Visuals
 §  Marketing the Savannah area for leisure
   tourism, meetings and conventions

 §  Began using Pinterest in November 2011 as
   an experiment – in just 3 months attracted
   nearly 12,000 followers

 §  Sept 2012: 16,038 followers with 32 boards

 §  Personalized – “… by Amy B.”

 §  Organized by Interests and Lifestyle

 §  Pinterest tab on their Facebook page

 §  Harness the power of Paula Deen (and butter)

CASE STUDY
        Four Seasons
           Austin                                      Build Around Lifestyle



 §  Builds boards around the city

 §  Austin Lifestyle – weddings, adventures, day
   trips

 §  Amenities – in-house dining options, amenities,
   spa services, meeting space

 §  Sept 2012: 690 followers with 19 boards

 §  Contrast this with Chicago (327 followers) and
   Los Angeles (567 follower) who are much less
   city-focused.

 §  Other hotel ideas – city, design, event photos,
   what a wedding would look like

CASE STUDY
        Best Western
                                                        Contest – Create board
 §  Niche – Celebrating Small Business Week

 §  “How to Enjoy the Traveling, of Travel”

 §  Prize - $500 Best Western Gift Card

 §  “Share with us the things you enjoy while out on
   the road traveling for business.”

 §  Pin items to YOUR board and then post the link
   in the comments on Best Western board

 §  Showcases what they’re good at – Budget
   Travel for business or pleasure



CASE STUDY
             Jetsetter
                                                     Contest – Curator
 §  Community that provides members with insider
   access, expert knowledge and exclusive deals
   on the world's greatest vacations to travelers

 §  Asked fans to make the ultimate travel
   destination pinboard from Jetsetter.com and
   web with #JetSetterCurator hashtag

 §  4 categories – escape, adventure, style,
   cosmopolitan (market research), posted exs

 §  Big name Panel of Judges – Arianna Huffington

 §  Prizes for best pinboard & most followers

 §  1.6 MM followers

CASE STUDY
    CONTEST BEST PRACTICES
§  Contest type – Best pinboard, Most likes/repins, Sweepstakes

§  Consider board names and placement

§  Include detailed instructions – hashtags, board title, comments, forms

§  Review Pinterest’s Terms & Conditions

§  Create a landing page with contest info, rules, and regulations

§  Make sure your images are pinnable and land users on relevant page

§  Support contest through eblasts, blogs, Facebook, Twitter, website

§  Benchmark engagement

§  Use thoughtful copy for image captions
  HOW ABOUT
some tips and tricks
INCREASE ENGAGEMENT




Include a call to action in pin description
 INCREASE VISIBILITY




Pin 1 hour before the the peak periods
                GET FOUND




Use keywords in images, descriptions, and titles
INTEGRATE WITH SOCIAL MEDIA




     Integrate with other social media
INTEGRATE EMAIL MARKETING




Include follow icons and “pinspiration” in email
   CHECK ORIGINAL SOURCE




Ever clicked a pin only to go to an error page?
           ON THE WEBSITE




On the home page, footer, and “Pin It” on pages
AVOID LOOKING LIKE A SPAMMER
§  Do not only include links to your website

§  Do not post the image more than once

§  Do not use stock images

§  Do not fail to organize your boards

§  Do not neglect to “like” and repin

§  Do not pin your image in the wrong category
              MEASURE SUCCESS
Metrics

§  Referral traffic

§  Clicks per pin

§  Re-pins per pin

§  Average visit duration

§  Conversion rate

Platforms

§  PinReach

§  Repinly and more…


          Benchmark and measure success!
     Q&A
it’s your turn

				
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posted:3/4/2013
language:English
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