Presentation given during Zenith Conference in Duluth 2015 by Matt Siltala & Megan Rivas talking about Mixing in Visual Marketing and the more visual social networks out there, and how to use.
3. @matt_siltala
Too Much Text WILL BORE Your Audience
65% of the population are visual
learners-pictures reinforce text
Videos on landing pages increase
conversions by 86%
Posts with visuals receive 94% more
page visits and engagement
60% of consumers are more likely to
click on a business whose images
appear in
search results
90% of information submitted to the
brain is visual
Visual images process 60,000 times
faster {we are talking in nano seconds
here, but still…}
40% of people respond to visual
information over print
For the rest, visual
information reinforces
the message
Matt_Siltala
4. @matt_siltala
People RESPOND BETTER To Visual Information
90%
of information
submitted to the
brain is visual
40%
of people
respond to visual
information over print
Visual images process
60,000
times faster
(we are talking in nano seconds
here)
Visual information
reinforces the
message
Matt_Siltala
20. 70,000,000
Pinterest Users
(most are women in the US)
Pinterest’s numbers
aren’t public
Consider the SUCCESSof the social network sites that
FOCUS ON VISUAL
Matt_Siltala
22. @matt_siltala
216.7 MILLION
Blog posts
120% INCREASE
in active users
on Tumbler
(from May to Nov 2014)
99.7 BILLION
Blog posts
(as of Dec 28, 2014)
Consider the SUCCESSof the social network sites that
FOCUS ON VISUAL
Matt_Siltala
25. @matt_siltala
PINTEREST STAT RUNDOWN
80% mobile
traffic
14 million article pins,
pinned each day
Every day nearly
2 million people Pin
product rich Pins
In 2014 International
users grew more than
135%
@MeganLRivas
26. @matt_siltala
PINTEREST BUSINESS STATS
47% of US online shoppers
bought something
recommended on Pinterest
Approx. 500,000
Pinterest Business
accounts
83% of active users
would rather follow a
brand than a celebrity
$58.95
Average sales order
value for visitors referred
by Pinterest
@MeganLRivas
27. @matt_siltala
Ask not what the Pinterest community can do for you, but WHAT
CAN YOU DO
for the Pinterest Community?
@MeganLRivas
28. @matt_siltala
62%
61%
59%
42%
Of brands
have Pin It
buttons
Of brands
have Tweet
buttons
Of brands
have Like
buttons
Of brands
have Google+
buttons
PINTEREST’S ‘PIN IT’ BUTTON
HAS NOW OVERTAKEN
FACEBOOK’S ‘LIKE’ BUTTON
and Twitter’s ‘Tweet’ button on
brands’ product pages.
@MeganLRivas
30. @matt_siltala
Use Pinterest to drive new users into the sales funnel, raise
brand awareness, & ultimately increase sales
@MeganLRivas
31. @matt_siltala
Pinterest SEO: Your Profile
Pinterest username:
15 character limit.
If company name is taken, use a
memorable keyword related to
your industry
QUICK MUST-DOS
Business name:
37 character limit.
Keep it simple, stick with just
your company name
About You:
160 character limit.
Use Google Analytics to see what
keywords & phrases drive people to
your website.
Profile Image:
File name affects alt text
& image search results
@MeganLRivas
32. @matt_siltala
Board Names:
Use keywords relevant to your
company- unique relevant titles under
20 characters
Board Descriptions:
500 characters, keyword-rich narrative
about board topic
Pinterest Categories:
Selecting a category means your pin
has a chance to show up in that
category page to be pinned and
shared by users
NO NO Your Boards & Pins
QUICK MUST-DOS
@MeganLRivas
33. @matt_siltala
PINS:
Squeeze in more relevant
keywords. You can include the
full link into the pin.
RE-PINNING:
No slacking, add in keywords
relevant to
your business
Your Boards & Pins
QUICK MUST-DOS
@MeganLRivas
34. @matt_siltala
Verify Your Website:
Helps boost profile in search
results. Tell users it’s you! No
Imposter here.
Verifying Your Website gives you
access to Pinterest analytics
QUICK MUST-DOS
@MeganLRivas
35. @matt_siltala
Suggested Pins
“PICKED FOR YOU PINS”
Based on pins you’ve added or clicked
on, boards you follow, sites you may
have visited
TIP! Use this as a business tool to get
more ideas for boards and content
FEATURES YOU NEED TO KNOW
@MeganLRivas
36. @matt_siltala
GUIDED SEARCH
• Explore keyword recommendations in
your niche
• Start with highest priority keywords
• Achieve longevity due to suitability for
guided search
FEATURES YOU NEED TO KNOW
• Use as a guide for how to set up your
own content
• Examine top results
@MeganLRivas
38. @matt_siltala
• Create boards relating
to a popular theme on
Pinterest
GIFT CATEGORY & FEATURED
CATEGORIES
• Get Content Ideas
• Be Current: Create
Seasonal Boards at
the top of your profile
*Change them out.
@MeganLRivas
39. @matt_siltala
Rich Pins are Pins
that include extra
information right on
the Pin itself.
App Pins
Place Pins
Article Pins
Product Pins
Recipe Pins
Movie Pins
RICH PINS
@MeganLRivas
40. @matt_siltala
MESSAGES
PINTEREST CAN
DRIVE TRAFFIC TO
YOUR WEBSITE
regardless of product
or service. The message
feature can be used as a
marketing tool.
@MeganLRivas
INTERACT:
Reply back,
ask questions,
start dialogue.
TIP!
Use a tool like
PinAlerts to
monitor
engagement
41. @matt_siltala
Even if you’re not currently using
Pinterest, your audience may be using it
for you.
http://pinterest.com/source/YOURWEBSITE.com
TIP! COMPETITIVE LINK ANALYSIS
Use this same source tool for your competitors
IS ANYONE PINNING
FROM YOUR SITE?
@MeganLRivas
43. @matt_siltala
How adding the Pin
It button to your
website leads to
referral traffic from
Pinterest
What Pins and
boards from your
profile people love
most
What people like
to save from your
website
Who your Pinterest
audience is, gender,
location and other
interests
What devices people
use when they’re
pinning
your stuff
@MeganLRivas
PINTEREST NATIVE ANALYTICS
45. @matt_siltala
BEST TIME TO PIN?
Pin Consistently
Pin throughout
the day
Re-pin old pins
Participate in group
boards
@MeganLRivas
Do your own research via notifications
46. @matt_siltala
MEASURE THE EFFECT OF CROSS CHANNEL PAID
ORGANIC SOCIAL PSYCHOGRAPHIC DISTRIBUTION
Use Facebook psychographic targeting to create
audiences
Drive qualified Traffic from Facebook to Pinterest to
gain followers or (other KPIs)
Share a pin on Facebook
Boost a post in Facebook
@MeganLRivas
47. @matt_siltala
AUDIENCE DETAILS
Location:
United States
@MeganLRivas
Behaviors:
Full-Service Investors, Real
estate investments or
highly likely investors
Income:
$350K -$500K +
$500K or $250K-$350K
Net Worth:
$2MM -$3MM, $3MM+
$1MM-$2MM or
$500K-$1MM
Age:
30-65+
Interests:
Commercial property,
commercial real estate,
Creative real estate
investing, Real estate
investment club, Real
estate investing, Real
estate investment
association, commercial
real estate broker, Real
estate development, Real
estate entrepreneur or Real
estate investment trust
49. @matt_siltala
90% of her pins getting at least one repin
64% of her social channels traffic
comes from Pinterest
Facebook, with over 4,000 Likes,
accounts for 34% of her social traffic
Visitors from Pinterest have a lower bounce rate
– 55% compared to 70% with Facebook visitors
RUSTIC ARTISTRY
Matt_Siltala
51. INSPIRED TIPS
Don’t just repin, find new material that
expresses your brand personality
Sign up for
Newsletters from
Like-minded brands
Look at
Magazines
In your niche
Look for related
Content on
Blogs and websites
Slideshows often
Have great pin-worthy
Images
Matt_Siltala
52. INSPIRED TIPS
Find new ways to promote your
best-performing pins. Look at
your analytics tab on Pinterest to
see the Most Recent, Most
Repinned and Most Clicked pins.
Then comment on pins with
something helpful or “like” them to
acknowledge the person who
pinned them.
Matt_Siltala
53. INSPIRED TIPS
Feature your most pinned or
popular images and feature on
other social networking sites.
Don’t use the feature to tweet
them, create a unique tweet.
Same with Facebook, create
a unique post.
Matt_Siltala
54. @matt_siltala
INSPIRED TIPS
You can quickly create a few of
your best images together into
one image to pin again or for
other sites. A tool called
PinThemAll.net helps make this
easy. Use it to create a vertical
collage.
Matt_Siltala
56. INSPIRED TIPS
Do not fill your boards
with pins from your
own website.
Eventually you will run out of
things to pin. You won’t have
fresh new content to share on
a consistent basis.
On her “Make Mine Rustic”
board, only about 5% of the
2800+ pins are from her
own website.
Matt_Siltala
57. INSPIRED TIPS
Pin your most popular pins
to group boards that have a
strong following and are a
good fit.
PinGroupie and Board Deck
boarddeckhq.com are tools that can
help you find group boards. You can
also use Pinterest search to find
group boards.
YOUR
MOST
POPULAR
PINPOPULAR
GROUP
BOARD
Matt_Siltala
58. INSPIRED TIPS
Pin content that is
performing well more than
once - to another board, to
a group board or even
again on the same board.
That way your new followers
will be exposed to your best
content. Wait a month or more
in between pins.
1 MONTH
Matt_Siltala
59. INSPIRED TIPS
Use PinAlerts to see what’s
being pinned from your
website (not just what’s
popular on Pinterest).
Matt_Siltala
61. @matt_siltala
WAFFLE CRUSH
Popular food truck, Waffle
Crush, uses
Instagram to let their
followers know where they
are going to be for the day
and what their special
“waffle of the
day is.”
Matt_Siltala
62. WAFFLE CRUSH
PERFECT TIMING
Waffle Crush knows that
timing is everything.
On cinco de mayo they
offered a churro waffle
to celebrate the
occasion.
Matt_Siltala
64. @matt_siltala
300,000,000
Users
257 MINUTES/MONTH
Avg. time spent on Instagram
70 MILLION
Photos uploaded every day
30 BILLION
Total shared photos
2.5 BILLION
Likes per day
49%
Of users check Instagram daily
Instagram
Going visual on
Matt_Siltala
66. INSPIRED TIPS
BRIDGE THE GAP
BETWEEN ONLINE AND
OFFLINE WORLDS
The Phoenix Suns tweeted an image of a
player with the last name “Green” on Saint
Patrick’s Day, encouraging people to print it,
cut it out and pin it to their shirt to show they
had “Green” on.
Matt_Siltala
74. @matt_siltala
NOW WHAT?
Set up or edit
accounts using
techniques
discussed
Find what tool(s) work
best for you, monitor
analytics and make
adjustments from data
Create a content
calendar – Sharing
content across
channels
Have fun, make $, drive
website traffic, and build
brand awareness with
Pinterest and Instagram!
@MeganLRivas
There are a lot of social media platforms out there.
I am going to explain all of them for you to maximize your content’s effectiveness.
There are a lot of social media platforms out there.
I am going to explain all of them for you to maximize your content’s effectiveness.
There are a lot of social media platforms out there.
I am going to explain all of them for you to maximize your content’s effectiveness.
There are a lot of social media platforms out there.
I am going to explain all of them for you to maximize your content’s effectiveness.
Humans are not “preprogrammed” for written language. “We were never born to read,” says neuroscience and reading researcher, Maryanne Wolf, in her book, Proust and the Squid: The Story and Science of the Reading Brain. Wolf explains that vision is pre-programmed into the human brain while reading does not come naturally. Reading, says Wolf, involves tapping into existing “visual circuits” of the brain in order to decode letters into words.
Source: Wolf, M., & Stoodley, C. J. (2007). Proust and the squid: The story and science of the reading brain. New York, NY: HarperCollins.
What this research means for content marketers is that visual content is processed much easier than text. In a world where potential customers are overloaded with information, visual content makes your message easier to process and more likely to stand out.
{Image of an infographic or visual website standing apart from a sea of boring-looking sites and pages}
Source: Wolf, M., & Stoodley, C. J. (2007). Proust and the squid: The story and science of the reading brain. New York, NY: HarperCollins.
There are a lot of social media platforms out there.
I am going to explain all of them for you to maximize your content’s effectiveness.
There are a lot of social media platforms out there.
I am going to explain all of them for you to maximize your content’s effectiveness.
There are a lot of social media platforms out there.
I am going to explain all of them for you to maximize your content’s effectiveness.
There are a lot of social media platforms out there.
I am going to explain all of them for you to maximize your content’s effectiveness.
Research from UCLA’s Semel Institute for Neuroscience and Human Behavior suggest that Internet searching may engage a greater extent of neural circuitry not activated while reading text pages (but only in people with prior computer and Internet search experience.)
Source: Small, G.W., Moody, T.D., Siddarth, P., and Bookheimer, S.Y. “Your brain on Google: patterns of cerebral activation during internet searching.” : American Journal of Geriatric Psychiatry. 2009 Feb;17(2):116-26. doi: 10.1097/JGP.0b013e3181953a02.
Research from UCLA’s Semel Institute for Neuroscience and Human Behavior suggest that Internet searching may engage a greater extent of neural circuitry not activated while reading text pages (but only in people with prior computer and Internet search experience.)
Source: Small, G.W., Moody, T.D., Siddarth, P., and Bookheimer, S.Y. “Your brain on Google: patterns of cerebral activation during internet searching.” : American Journal of Geriatric Psychiatry. 2009 Feb;17(2):116-26. doi: 10.1097/JGP.0b013e3181953a02.
Research from UCLA’s Semel Institute for Neuroscience and Human Behavior suggest that Internet searching may engage a greater extent of neural circuitry not activated while reading text pages (but only in people with prior computer and Internet search experience.)
Source: Small, G.W., Moody, T.D., Siddarth, P., and Bookheimer, S.Y. “Your brain on Google: patterns of cerebral activation during internet searching.” : American Journal of Geriatric Psychiatry. 2009 Feb;17(2):116-26. doi: 10.1097/JGP.0b013e3181953a02.
Research from UCLA’s Semel Institute for Neuroscience and Human Behavior suggest that Internet searching may engage a greater extent of neural circuitry not activated while reading text pages (but only in people with prior computer and Internet search experience.)
Source: Small, G.W., Moody, T.D., Siddarth, P., and Bookheimer, S.Y. “Your brain on Google: patterns of cerebral activation during internet searching.” : American Journal of Geriatric Psychiatry. 2009 Feb;17(2):116-26. doi: 10.1097/JGP.0b013e3181953a02.
Research from UCLA’s Semel Institute for Neuroscience and Human Behavior suggest that Internet searching may engage a greater extent of neural circuitry not activated while reading text pages (but only in people with prior computer and Internet search experience.)
Source: Small, G.W., Moody, T.D., Siddarth, P., and Bookheimer, S.Y. “Your brain on Google: patterns of cerebral activation during internet searching.” : American Journal of Geriatric Psychiatry. 2009 Feb;17(2):116-26. doi: 10.1097/JGP.0b013e3181953a02.
Research from UCLA’s Semel Institute for Neuroscience and Human Behavior suggest that Internet searching may engage a greater extent of neural circuitry not activated while reading text pages (but only in people with prior computer and Internet search experience.)
Source: Small, G.W., Moody, T.D., Siddarth, P., and Bookheimer, S.Y. “Your brain on Google: patterns of cerebral activation during internet searching.” : American Journal of Geriatric Psychiatry. 2009 Feb;17(2):116-26. doi: 10.1097/JGP.0b013e3181953a02.
Research from UCLA’s Semel Institute for Neuroscience and Human Behavior suggest that Internet searching may engage a greater extent of neural circuitry not activated while reading text pages (but only in people with prior computer and Internet search experience.)
Source: Small, G.W., Moody, T.D., Siddarth, P., and Bookheimer, S.Y. “Your brain on Google: patterns of cerebral activation during internet searching.” : American Journal of Geriatric Psychiatry. 2009 Feb;17(2):116-26. doi: 10.1097/JGP.0b013e3181953a02.
Research from UCLA’s Semel Institute for Neuroscience and Human Behavior suggest that Internet searching may engage a greater extent of neural circuitry not activated while reading text pages (but only in people with prior computer and Internet search experience.)
Source: Small, G.W., Moody, T.D., Siddarth, P., and Bookheimer, S.Y. “Your brain on Google: patterns of cerebral activation during internet searching.” : American Journal of Geriatric Psychiatry. 2009 Feb;17(2):116-26. doi: 10.1097/JGP.0b013e3181953a02.
Research from UCLA’s Semel Institute for Neuroscience and Human Behavior suggest that Internet searching may engage a greater extent of neural circuitry not activated while reading text pages (but only in people with prior computer and Internet search experience.)
Source: Small, G.W., Moody, T.D., Siddarth, P., and Bookheimer, S.Y. “Your brain on Google: patterns of cerebral activation during internet searching.” : American Journal of Geriatric Psychiatry. 2009 Feb;17(2):116-26. doi: 10.1097/JGP.0b013e3181953a02.
Pinterest has 70,000,000 users (most are women in the US) accoring to Semiocast, a French marketing company http://thenextweb.com/socialmedia/2013/07/10/semiocast-pinterest-now-has-70-million-users-and-is-steadily-gaining-momentum-outside-the-us/
Pinterest’s numbers aren’t public http://nymag.com/daily/intelligencer/2014/05/pinterest-is-sneaking-up-on-twitter-and-facebook.html
Instagram has 300,000,000 users http://instagram.com/about/us/
60,000,000 photos shared every day http://instagram.com/about/us/
200,000,000 active monthly users on Instagram http://thenextweb.com/facebook/2014/03/26/instagram-passes-200-million-monthly-active-users/
Tumblr has seen a 120% increase in active users from May to Nov 2014
Tumblr has 216.7 million blogs 99.7 billion posts as of Dec 28, 2014 (count changes every day) https://www.tumblr.com/
Pinterest has 70,000,000 users (most are women in the US) accoring to Semiocast, a French marketing company http://thenextweb.com/socialmedia/2013/07/10/semiocast-pinterest-now-has-70-million-users-and-is-steadily-gaining-momentum-outside-the-us/
Pinterest’s numbers aren’t public http://nymag.com/daily/intelligencer/2014/05/pinterest-is-sneaking-up-on-twitter-and-facebook.html
Instagram has 300,000,000 users http://instagram.com/about/us/
60,000,000 photos shared every day http://instagram.com/about/us/
200,000,000 active monthly users on Instagram http://thenextweb.com/facebook/2014/03/26/instagram-passes-200-million-monthly-active-users/
Tumblr has seen a 120% increase in active users from May to Nov 2014
Tumblr has 216.7 million blogs 99.7 billion posts as of Dec 28, 2014 (count changes every day) https://www.tumblr.com/
Pinterest has 70,000,000 users (most are women in the US) accoring to Semiocast, a French marketing company http://thenextweb.com/socialmedia/2013/07/10/semiocast-pinterest-now-has-70-million-users-and-is-steadily-gaining-momentum-outside-the-us/
Pinterest’s numbers aren’t public http://nymag.com/daily/intelligencer/2014/05/pinterest-is-sneaking-up-on-twitter-and-facebook.html
Instagram has 300,000,000 users http://instagram.com/about/us/
60,000,000 photos shared every day http://instagram.com/about/us/
200,000,000 active monthly users on Instagram http://thenextweb.com/facebook/2014/03/26/instagram-passes-200-million-monthly-active-users/
Tumblr has seen a 120% increase in active users from May to Nov 2014
Tumblr has 216.7 million blogs 99.7 billion posts as of Dec 28, 2014 (count changes every day) https://www.tumblr.com/
From May to November 2014
Tumblr has overtaken Instagram in growth of active users.
Tumblr, Pinterest, and Instagram grew most in active members
This chart shows that people LOVE interacting with images, they also LOVE creating their own content.
It is important to speak the language of your audience and interact with them on their terms.
Deep dive into the Pinterest platform
Discuss a few business statistics that support how brands are using it & how users are interacting with businesses on Pinterest.
Must do tactics for a successful business account that you can take and implement once you leave here today
Launched 5 years ago- the evolution of how businesses are able to use pinterest
They are continually optimizing- new targeting features for promoted pins & animated ad formats
Pinterests collection has 50 billion pins on 1 billion boards- 70 million unique users
These statistics confirm that Pinterest users don’t mind following a brand as long as you are giving them the content that they want.
Try to identify how pinterest can benefit the company and does the business itself lend itself to Pinterest
You don’t want to just be there to be there, you want to add value, and in turn you get what you want
Ask not what the pinterest community do for you, but what can you do for the pinterest community
If you haven’t done so already, put the Pin it button on your website. The Pin It button is the best way for your business to get discovered on Pinterest. When you add the Pin It button to your site’s pages, you let your customers save things they like onto Pinterest, which means even more people can find it. More impressions and Traffic! You will need to add a few lines of code to your website. Refer to Pinterests help section to get this set up.
Which is a phenominal statistic to understand that your business can have that kind of support. People to re-pin and share your content, and maybe even make a purchase or help endorse your product or service.
Pinterest is a visual discovery tool. If you build nice and relevant pins, then they will come to your website and become a brand advocate, and ultimately make that purchase or use your service.
Think of Pinterest as another medium to bring traffic to your website, by perhaps someone who is in discovery mode and may have not heard of you before.
If your company name is already taken – or if your name is too long –HubSpot suggests choosing a memorable, easy-to-spell keyword related to your business.
Martha Stewart living is MS_LIVING and new York times uses NYTIMES
Add a CTA like sign up, or contact us.
Describe what makes your company special and why someone should follow you
Pin other content- re pin relevant, and supplemental content
There are two ways to verify: with a meta tag or by uploading an HTML file.
These show up in your feed and are labeled. It’s important to note Picked for You Pins aren't Promoted Pins—you’ll only ever see Picked for You Pins when pinterest has a hunch you might like them, not because other businesses or third parties ask us to promote them.
there are 6 types of Rich Pins: app, movie, recipe, article, product and place. To get started, you'll need to prep your website with meta tags, test out your Rich Pins and apply to get them on Pinterest. Rich Pins are Pins that include extra information right on the Pin itself.
You can send messages to your friends/customers. When someone pins something of yours or repins you get a notification. If someone new starts to follow you also get an update. You can use the message feature to start building relationships by thanking them for the follow. You can also reach out to see if they have any questions about something they have pinned. Engage, get out there and build community.
This source tool can show you many things about your competitors:
What are your competitors pinning.
Who they are following.
Who is following/pinning their stuff.
What’s working for them that might work for you
Try this to get an understanding of what people are already pinning from your website, and produce more of that content.
\
Free tool, to make life a little more simple
Analyze what content performs best for any topic or competitor
Find the key influencers to promote your content
BuzzSumo shows you how many times each article has been shared on each social network, to date. This allows you to judge its popularity.
Pro version starts at $99/month
Top one is “Top Content” for domain
Bottom one is “Influencers” for keyword
Free tool
Sends email alert as soon as someone pins something from your website so you can react promptly.
Plus is 9.99 a month- pin scheduling, measure pin success, multi account capability
Instantly create the optimal pin schedule, schedule multiple pins at once, schedule repins, track repins, likes, comments, and traffic with scheduled pins over time.