nailing pinterest: it's not all wedding dresses and desserts
Post on 08-Feb-2017
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PINTEREST:it’s not all wedding dresses and desserts
JACKIE VETRANO
social media coordinator
skidmore college@jackievetrano
#mcs1
HELLO!
I’m Jackie.∎ Daily social media manager/content creator∎ Creative support for the marketing team∎ Envelope pusher, outside-the-box thinker∎ Token millennial∎ Other duties as assigned
@jackievetrano #mcs1
MY TEAMAT SKIDMORE
∎ The Office of Communications and Marketing reports to its own VP∎ Photo, video, graphic design, news writing∎ Web team∎ 3 student workers∎ Skidmore blog….coming soon!
@jackievetrano #mcs1
DEPARTMENT GOALS
∎ Engage prospective students and turn them into applicants∎ Drive alumni to give to Skidmore outside of peak ask-times
@jackievetrano #mcs1
FIND
Consider your team and other resources on campus. Who can help you move forward on your project?
SUPPORT@jackievetrano #mcs1
I forgot the
password
My intern uses it
I pin… kinda
Lookin’ good!
YAAAS KWEEN
Determine where you want to be on the line, and commit to it.
@jackievetrano #mcs1
FALSE.Pinterest has over 150 million monthly active users, growing faster over the past 3 years than Facebook, Instagram, or Twitter.
The number of male users doubled in 2014, and now 40% of new signups are men.
Over 50% of millennials in the US are on Pinterest to plan their future.
@jackievetrano #mcs1
You should delete pins if they don’t see engagement over the first three months.
@jackievetrano #mcs1
FALSE.Pins could take weeks, months, or years (ouch) to gain ground.
Those who delete multiple pins see lower repin and follower growth rates.
Delete pins only if they head to a broken link or have a low-quality image.
@jackievetrano #mcs1
FALSE...ISH.A successful account has a high number of engaged followers.
Success can be better measured by number of repins, pins from your domain, or traffic to your domain.
Choose a means of measuring analytics with Google Analytics or Pinterest Analytics and measure consistently.
@jackievetrano #mcs1
SMARTFEED∎ Home base∎ No longer “everything” chronologically∎ Optimized based on user interests
@jackievetrano #mcs1
SMARTFEED∎ Home base∎ No longer “everything” chronologically∎ Optimized based on user interests
BUSINESS ACCOUNT∎ Opposite of a personal account∎ Allows access to analytic reporting∎ Can promote pins (ca-ching)
@jackievetrano #mcs1
SMARTFEED∎ Home base∎ No longer “everything” chronologically∎ Optimized based on user interests
BUSINESS ACCOUNT∎ Opposite of a personal account∎ Allows access to analytic reporting∎ Can promote pins (ca-ching)
PROMOTED PINS∎ Synonym for advertisement∎ Pin is more likely to be seen based on
pre-selected keywords
@jackievetrano #mcs1
SMARTFEED∎ Home base∎ No longer “everything” chronologically∎ Optimized based on user interests
BUSINESS ACCOUNT∎ Opposite of a personal account∎ Allows access to analytic reporting∎ Can promote pins (ca-ching)
PROMOTED PINS∎ Synonym for advertisement∎ Pin is more likely to be seen based on
pre-selected keywords
RICH PINS∎ Pin provides more information than only a
caption∎ Seen most often with recipes and articles.∎ Requires additional metadata to activate
@jackievetrano #mcs1
∎ Created without an initial strategy∎ Many boards with few pins, or ones that
did not resonate with the audience□ Notable alumni: all headshots with
no links□ Athletics: individual action shots
lacking a story□ Commencement: should have been
a photo gallery∎ Wasn’t included in the weekly content
planning as a platform∎ Usually given to the intern
SHOULD I STAY OR SHOULD I GO?
∎ Does this board have a purpose? Does it tell a story?∎ Are these pins quality - the image, caption, and link it directs to?∎ Can these pins be combined with another board?
Here’s where you’ll start to get inspired. Write it down!
@jackievetrano #mcs1
∎ Google Search on skidmore.edu∎ Analyzed roughly 700 search terms∎ Used as inspiration for boards that will
resonate with our audience: □ Employment, student employment,
jobs, internships□ Visit, campus visit, campus map□ Study abroad, spring break□ Dining hall, dining, food
NEW IDEAS
@jackievetrano #mcs1
SKIDMORE DINING HALL RECIPES
Collaborate with award-winning dining services and pin recipes that someone can do at home.
SKIDMORE AROUND THE WORLD
Combine images taken by Skidmore community and photos of locations for study abroad and alumni travel program in one board.
LIVING AT SKIDMORE
Show off award-winning residence halls and combine with “lifehacks” for living on campus.
NEW IDEAS
@jackievetrano #mcs1
SKIDMORE SQUIRRELS
Because every campus thinks they have the crazy ones.
GETTING A JOB AFTER SKIDMORE
Collaborate with the Career Development Center to provide helpful resources to panicked seniors.
GET FIT WITH SKIDS
Infographics of Skids the Thoroughbred demonstrating workout routines, developed by Skidmore coaches.
OTHER IDEASUNIVERSITY OF MICHIGAN
UMich outwardly cross-promoted its social channels, and it’s working.The pins are not only images, but link directly to the UMich social media blog.
UNIVERSITY OF MARY HARDIN-BAYLOR
UMHB leveraged their blog content on Pinterest on the “College Tips and Hacks” board - a common search term on Pinterest.
UNIVERSITY OF NEW HAMPSHIRE
Not only does each board include “UNH” or “Wildcat,” but it is a great showcase of the culture of the campus.
@jackievetrano #mcs1
NEXT MONTH∎ What will the trends be?
Consider holidays, fads, and events on campus.
∎ Pins take some time to gain traction, which requires some planning.
HOW TO THINKIN THE FUTURE
∎ Pinterest content takes some time to create.
∎ What’s coming up in the next few months?
@jackievetrano #mcs1
CALENDAR IDEASSEPTEMBERPins to Promote
∎ Organization for school/notesTrending Topics
∎ Campus photography: fall∎ Halloween∎ High school juniors: PSAT testing tips
Keep in Mind∎ Thanksgiving∎ Study tips (midterms)∎ Holiday gifts
OCTOBERPins to Promote
∎ Halloween∎ Fall recipes
Trending Topics∎ Campus photography: fall/winter∎ Thanksgiving∎ Skidmore apparel
Keep in Mind∎ Holiday gifts∎ Winter opportunities abroad
@jackievetrano #mcs1
∎ Will add your profile photo to anything pinned from your website
∎ Access to analytics∎ How to: help.pinterest.com/en/articles/confirm-your-
website□ Or, visit help.pinterest.com and search “confirm your
website.”
CONFIRM YOUR WEBSITE
@jackievetrano #mcs1
Place your screenshot here
Rich Pins add extra details to pin descriptions from the website.
∎ Movie∎ Recipe∎ Article∎ Product∎ Place
ENABLE RICH PINS
@jackievetrano #mcs1
Place your screenshot here
Rich Pins add extra details to pin descriptions from the website.
∎ Movie∎ Recipe∎ Article∎ Product∎ Place
ENABLE RICH PINS
@jackievetrano #mcs1
STEP BY STEPADD METADATA
∎ Determine the type of pin you will be creating □ article, movie, place, product, recipe
∎ Use Open Graph or Schema.org to input required fields in <body>
∎ Help: developers.pinterest.com/docs/rich-pins/overview/
APPLY FOR RICH PINS∎ Enter your metadata-rich URL into the validator:
developers.pinterest.com/tools/url-debugger/∎ Sit and wait
@jackievetrano #mcs1
STARTAfter you find inspiration, talk with your team and collaborators, and build your calendar, get started.
CREATING@jackievetrano
#mcs1
IMAGES∎ Portrait instead of
landscape∎ Use quick-and-
dirty design apps to save time:
□ Canva□ Adobe Spark
∎ Collaborate with your team and outside of it for consistent pins @jackievetrano
#mcs1
PIN CAPTIONSSKIP THE HASHTAGPinterest is a search engine, and doesn’t need hashtags to categorize content.
HAVE A VOICEFocus on the feel of your campus. Academic tips and hacks will do well, but a focus on community and culture will speak to your audience.
LONG, BUT SHORTA recommended length is 300 characters. Make this descriptive, and don’t forget your institution’s name.
@jackievetrano #mcs1
WHEN TO PIN∎ Pinning more often will lead to a larger following∎ Experts say to pin 10-20 pins each day, upwards of 30 results in
repin numbers dipping∎ Have a realistic understanding of daily workload∎ Start with 5 pins each day, and grow when you can∎ Use a scheduling tool to help carry the load
@jackievetrano #mcs1
WHAT IT TAKESPERFECT TIMINGLook back at your Pinterest content calendar and think, “what is on trend right now?” These are the pins you should be promoting, or the ones on the horizon.
SPECIFIC KEYWORDSPick “interest(s)” your pin falls under, such as art, outdoors, or technology and pair it with unlimited keywords you provide.
A GOOD REASONMaybe you want to see what happens, or maybe your blog has some amazing content you want to get out there. Either way, set a goal before you start promotion.
@jackievetrano #mcs1
∎ Pinterest provides analytics including CTR, CPM, CPC, pins, impressions, etc.
∎ Combine with effective use of Google Analytics’ Campaign Builder for a clear idea of traffic
□ Include a conversion goal, where possible
ASSESSING SUCCESS
@jackievetrano #mcs1
NEXT STEPSNEXT SEMESTERCalendar implemented as collaborative opportunities between departments grow. Keep checking analytics and adjust accordingly.
NEXT MONTHIdeas for new Pinterest boards created, considering campus culture and tradition, as well as analytics found on Pinterest. These ideas are shaped into a calendar, with upcoming events and fads in mind.
NEXT WEEKPinterest account audited: What should stay, be edited or combined, or deleted completely?
@jackievetrano #mcs1
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