pin it to win it: how to tell your brand story on 210 hoermann_bepko.pdf · 2008 •social media...

Pin it to win it: How to tell your brand story on

It’s nice to meet you

• Krisleigh Hoermann, Director of Operations | Digital and Social Media Consultant

• 4 years at AHA/ASA

• Prior PR/social media to a variety of industries including nonprofit, healthcare, event, retail, energy and finance

• Grew up #volunteering

• #Passionate about using social media to create connections

@krisleighh | @American_Heart | #RaganVisual


Our journey

• AHA YouTube Channel is launched2007

• Go Red For Women Facebook is launched

• Social media policy and playbook is created2008

• AHA officially joins Facebook and Twitter

• First full-time social media position is filled – in communications

• Social media strategy is created

• SMaC U finds it’s beginnings with quarterly “Unconferences”

• AHA/ASA ramps up listening

2010

• AHA/ASA launches official blog

• AHA uses social media to drive Scientific Sessions

• Customer service team begins integration2011

• ASA launches Facebook page

• AHA joins Google+, Pinterest and Instagram

• AHA livestreams several SoMe chats2012

• Social community of about 4 million people2014


Social Media Strategy

Listen Engage Act


Goals for Pinterest

Use Pinterest to execute our mission.

• Plan ahead.

• Create a lifestyle.

• Tell a story.

• Build a community.

• Inspire change.

• Measure results.


Plan ahead

• Create an editorial calendar that works for your timeline, but be open to adding things that are timely too

• Work with cross-functional teams to discover new content and campaigns that are “pinworthy”

• Consider a few minutes in the morning, a couple times a week to discuss new campaigns and content

• Decide how you’ll promote your

pins content across other platforms


Create a lifestyle

• 92 percent of all pins are from women.*

• Pinterest is the channel of choice for moms.*

• Top shared content are lifestyle-related.*

– Fashion: 10%

– Parenting 16%

– Food 18%

• Find who your brand is on Pinterest.

*Source: http://marketingland.com/infographic-how-people-share-on-pinterest-63052


Tell a story

• Find stories in your community that inspire and share them – both through photo and video

• Don’t be afraid to showcase your rich history

• Give your community a way to participate by crowdsourcing content

Build a community

• Engage your community by asking them to pin things that are meaningful to your brand – use hashtags to find the content and curate a board

• Consider shared boards to boost

engagement across a shared topic or

interest

• Search for topics your brand is

interested in to re-pin, comment or

favorite


Inspire change

• Create and use pins that inspire action.

• Add the “Pin it” button to your website where there is “pinworthy” content.

• Give credit where credit is due. Tag them, if possible.


Pinterest Tips

• Create a lifestyle.

• Tell a story.

• Build a community.

• Inspire change.


Thank you

Krisleigh Hoermann

Director of Operations | Digital and Social Media

Consultant

[email protected]

@KrisleighH |@American_Heart

mailto:[email protected]

The BasicsMichael Aaron Bepko

Social Media Manager – Content and Community

@Bepkoboy

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Are you familiar with Pinterest?

@Bepkoboy

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Do you have a personal Pinterest account? ….manage a branded account?

@Bepkoboy

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What is Pinterest?

@Bepkoboy

A social network for sharing images, photos & videos that resonate with you, thus building connections with other users around shared

interests.

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How does Pinterest

Work?

@Bepkoboy

“Pin” images, photos & videos to virtual pinboardsthat are organized by categories/themes that are

meaningful to you.

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What does engagement

look like?

• Follow an entire account• Follow a board(s) from an account• ‘Like’ an image or photo• Comment on an image or photo• Repin an image or photo• Click through to original source of the image

@Bepkoboy

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• Estimated 47.1 million users in the U.S. by the end of 2015 (Compete)

• 2nd highest growth in the last 6 months: Pinterest at 111% behind Tumblr with 120% (Global Web Index)

• By mid-2014, 70 million users had added 30 BILLION pins

• Over 80% of all pins are re-pins vs. 1.4% of all tweets are retweets

INTERESTING LITTLE TIDBITS

@Bepkoboy

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@Bepkoboy

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Getting Started• http://Pinterest.com and create an account• Determine Email Address

- Small social media team/individual CM- Large social media team/dedicated Pinterest moderator

• Create Your Account- Align name with other social accounts- Upload profile photo (logo/image that represents brand)- Thoughtful and compelling bio (use keywords)

• Create Boards- Have clear business (traffic referral, community building, etc.)- Research popular categories & tags- Use keywords for board names, board descriptions & pin

descriptions

@Bepkoboy

http://Pinterest.com

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Getting Started• Begin Filling Your Boards

• Use “Pin It” bookmarket• Upload images directly from desktop/mobile device• Repin images from other users

• Engage/Build Community• Search your Pinterest stream regularly• Search relevant categories/tags• ‘Like’ images that resonate with your brand• ‘Repin’ images to share with your followers• Share ‘repins’ through your other channels• Comment on other pins• Follow back

@Bepkoboy

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Getting Started

• Optimize Your Images• Use a watermark on your visuals• Use the 2:3 aspect ratio for images (aim for tall vs. wide)• Convert multiple images into infographics since long visuals get

the most repins and traffic• Try not to use real faces. Images without faces in them receive

23% more repins• Use a clever mix of pictures, text overlays and step-by-step

instructions to increase shareability. These may also be called ‘how-to’ images or ‘tip’ images.

• Use dominant colors.

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Community Building

@Bepkoboy

Passionate people across America who are taking food production into their own hands.

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Community Building

@Bepkoboy

Learn easy, creative ideas on repurposing the unexpected for your modern lifestyle.

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Traffic Referral

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Storytelling

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Alleviate poverty through microcredit in communities

worldwide that supply Whole Foods Market with products.

Storytelling

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1. Home (17.2%)2. Arts & Crafts (12.4%)3. Style/Fashion (11.7%)4. Food (10.5%)5. Inspiration/Education (9.0%)6. Holidays/Seasonal (3.9%)7. Humor (2.1%)8. Products (2.1%)9. Travel (1.9%)10. Kids (1.8%)

Popular Categories on Pinterest

Are there components of your brand that fit into these top categories? If so…

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Why Pinterest?

@Bepkoboy

• Create depth & personality for your brand… depicting the essence of WHO you are, WHAT you do every day and WHY you do it.

• Create connections/engage with others through sharing images that represent our interests and passions.

• Insight to wants and needs of a particular segment of online community… allowing for creation/sharing of more meaningful content.

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Why Pinterest?

@Bepkoboy

• Pinterest is a MASSIVE player in the traffic referral business.

• Visual storytelling is essential to developing a strong online brand identity.

• Curation allows for storytelling that can be difficult through traditional marketing tactics.

• Insightful look into your target audience and what resonates with them.

pin it to win it: how to tell your brand story on 210 hoermann_bepko.pdf · 2008 •social media...

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