Social bookmarking platform Pinterest is not even a year old, but in that time has attracted more than three million users and over 420 million page views. This quick start guide and position paper from the digital strategy team at Leo Burnett / Arc Worldwide Chicago helps brands understand what they need to know about this social phenomenon.

1. Pinterest: A Quickstart Guide for Brands
Pinterest
What is Pinterest?
Pinterest: A social image sharing website and app where users can
create and organize theme-based visual collections of images. User Actions: Users can
browse, repin, comment on, and
like Pins
Pin: An image added to
Pinterest. Can be added
from any site using the
“Pin it” button or you users
can upload images from
their computer or mobile
device.
Board. Set of Pins
related to one topic.
Users can follow all
boards or specific Mobile app
boards of other users. available for iOS
Who’s Using it?
Early adopters Estimated
59% are
3
that have requested or
been invited to join million
users
women age
25-44 +
Why is it relevant for brands?
Pinterest is an interesting platform for brands because:
• It has a passionate and growing group of early adopters that are regular consumers,
not just tech fans.
• It’s about sharing your passions. Therefore, interactions tend to be more positive rather
than complaints and negativity.
• It can extend the reach of your brand content.
• It provides an opportunity to associate your brand with specific themes or attributes.
• It can impact SEO via link building. You can link digital properties to your account and
each pin links back to it’s original source.
Pinterest: A Quickstart Guide For Brands, January 2012 © Leo Burnett/Arc Worldwide
Contact: Kate Twohig (312-220-6734 ) or Marina Molenda (312-220-5465)

2. Pinterest: A Quickstart Guide for Brands
Pinterest
How should brands engage?
Best Practices Activation Examples
1. Pin from various sources, including repins from within the site. 1. Build buzz with contests and unique content.
2. Create a few boards that cover a broad range of interests. 2. Connect with consumers by engaging with their pins.
3. Show off different facets of your brand personality or values. 3. Get consumer insights & feedback via comments,
4. Share content that’s relevant, valuable & not overly likes, repins.
promotional. 4. Tell your brand’s story through visuals.
5. Include eye catching visuals in your digital assets. 5. Provide inside access.
6. Boards should contain enough content to make them 6. Feature customer’s product interpretations
worth following. into your Boards.
7. Be responsive. Success means providing content that fits with
8. Add new pins as much as possible. the brand and user behaviors on the platform
9. Promote your presence. Design Inspiration West Elm
10. Monitor. Search for pins about your brand and check what Food  Whole Foods
people are pinning from your site using Travel  The Travel Channel
pinterst.com/source/[URL]. Access  The Today Show
Fashion  Bergdorf Goodman
Considerations
SEO Considerations
• Pins provide links back to the original source. This can impact link building and traffic for your website.
• To improve discovery of your content, be strategic with key words used for boards and descriptions.
Pinning Limitations
• Users are not able to pin Facebook images.
• Users are not able to pin from flash-based websites.
Partnerships
• Consider how brand, philanthropy, and media partnerships can be featured and provide something unique to followers.
Promotion Price Linking Your Social Sites
• When you create an account you
can choose to connect your Twitter
and Facebook account, along with
your brand site.
• Pin It tags can be added to brand • Price tags can be added by including • You can choose to share your Pins
sites (ex. Boticca.com). a price within the description. across networks or embed them on
• Brands should promote their • This feature is more appropriate for a brand site.
Pinterest presence through individual sellers and brands should
digital assets such as email. be cautious of using it.
Final Thoughts
Pinterest is still a very new platform and technically is still in beta. This means the user experience and stability of the
platform is still in the works. However, for brands that have the right fit with the platform, there is opportunity to innovate,
experiment, and connect with your consumers in a new and interesting way. For most brands, it may be best not to dedicate
a significant amount of resources to this platform.
Pinterest: A Quickstart Guide For Brands, January 2012 © Leo Burnett/Arc Worldwide
Contact: Kate Twohig (312-220-6734 ) or Marina Molenda (312-220-5465)