Social Media Test 3: Instagram and Pinterest

Contest on Pinterest Do's

- Encourage authenticity: Reward the quality of pinning, not just the quantity of it. - Promote your contest: Link to your Pinterest account or contest board from your website, social media and marketing channels. - Prevent spam: Read up on our anti-spam measures to help keep your contest fun and useful. - Make getting involved easy: Create clear instructions and a simple process.

Contest on Pinterest Don't's

- Encourage spam: Steer clear of contests that encourage spammy behavior, such as asking participants to comment repeatedly. - Run a sweepstakes where each pin, repin, or like represents an entry. - Ask pinners to vote with a repin or like. Overdo it: Contests and promotions can be effective, but you don't want to run a contest too often. - Suggest that Pinterest sponsors or endorses you: Make sure you don't say or imply this anywhere in your marketing materials or branding.

For brands to be successful on Instagram, they have to get past their inherent interest in selling and instead get interested in:

- Having a distinctive view of the world - Cultivating a unique visual sense - Capturing things that are interesting to the brand and to the core target customer - Training your eye for what makes for a great, provocative, engaging image

How does Instagram make money predicament?

- In December, 2012 Instagram changed it's terms of service to allow them to share your data with their new owner, Facebook, and its affiliates and advertisers, and use your photographs and identity in advertising without your consent, and without any revenue sharing. - Public outcry made them put their Ts&Cs back like they were before. -In March, 2013 they hired Emily White from Facebook and she was charged with figuring out how to make money. -Her challenge was to figure out how to integrate marketing without jeopardizing Instagram's cool factor

Pinterest Business Etiquette Mistakes Brands Make

- It's not all about you. People don't want to see you just pin your own stuff. It's like having a friend who only talks about herself. - Follow people back. When a Pinterest member lands on a profile with oodles of followers that isn't following anyone back, it sends a clear message: we want to do a lot of taking (pinning our content, having you repin it, getting traffic and sales), but we don't plan to do much giving. - "Pin It to Win It" Contests Pin It to Win It contests have become all the rage on Pinterest. Unfortunately, they can be extremely annoying and they aren't the best way to engage. Some are good but most are the annoying pin for a contest entry-style promotions. - Don't keep it all business. Pinterest is that it makes it so easy for brands to humanize their companies. Interact, don't just broadcast.

What are integral's initial flaws?

- No really good/efficient way to build audience: No Friend Finder capability and no ways to purchase followers - No built in analytics Use Statigr.am instead

Ad solutions support the following objectives:

-Clicks to website -Website conversions -Mobile app installs -Video views -Mobile app engagement -Reach and frequency

How does instagram make money?

-photo ads -video ads -Carousel ads

Who founded pinterest?

Ben Silbemann

__________bring an additional layer of depth to photo ads. people can swipe to see additional images and a call to action button take them to a website to learn more. ROTATING IMAGES IN STATIC PLACE.

Carousal ads

___________ can be a creative way to engage people on Pinterest.

Contests

If you have a less-than-sexy product or service, get _____________. Holding a photo contest is a great way for customers to get excited about something they'd normally consider dry, expand your audience, and educate people about the important topics that surround your brand.

Creative

Pinning principles: create a few boards to start your collection. The very best boards are inspiring, with beautiful images that draw people in. They're also about a specific topic, like travel or recipes. Ex: Maxwell curated a beautiful board with pins for every color of the rainbow

Curate your collection

What is an unlikely brand on Pinterest?

GE

________ organizes their pins in a unique way.

GE

______________ main objective is to show off it's work in different industries like energy, transportation, and aviation. The company also uses its account to run a contest to find its next "Instagrapher." The winner will be flown to Wales to photograph an aviation facility. Almost 4,000 Instagram photos were submitted with the designated hashtag #GEInspiredMe and then posted to Facebook, where fans voted for the finalists. THEY MAKE PRODUCTS RELATABLE.

GE on Instagram

Kevin Systrom and Mike Krieger started this they were two Buddies from Stanford and Graduated in 2006. The company was Founded in 2010. Early investors included Jack Dorsey of Twitter. With only 13 employees in April, 2012 Facebook bought Instagram for $1B in cash and stock. Which company is this?

Instagram

Who started instagram?

Kevin Systrom and Mike Krieger

________________ creatively used its account over the holidays to ask followers to share their family moments by using the hashtag #marcfam. The company then showcased its followers' photos and created a collage on its website for all to see. This technique gave customers a chance to participate in creative activity with the brand.

Marc Jacobs on Instagram

___________ has one of the largest brand followings.

Nat Geo

With more than 9 million followers, more than any other brand, and almost 5,000 posts, ______________ is all in on this channel. Their pictures are incomparable. Their captions are illuminating. Following them on Instagram is like going on a guided tour of the world.

National Geographic on Instagram

How does Pinterest make money?

Originally, they partnered with a firm called SkimLinks, which automatically scans through every link posted on the site to see if it goes to a retail site with an affiliate program. If it finds that kind of link, it secretly adds an affiliate code that ensures Pinterest will make some cash from sales that derive from that link. Pinterest got negative press for not disclosing that little fact and ended their relationship with them due to public outcry. April, 2013 Now they have received a bunch more funding and are looking at ways to monetize. "A lot of last year was keeping up with growth [and] the big change with touch-screen devices. This year, we're building foundations to monetize." Pinterest is looking at: "Suggestions" which will work much like Promoted Tweets. You pin a bathing suit, they suggest a resort in Hawaii. July, 2013 Pinterest has acquired Livestar, the social recommendation app that gave users ideas on the best content around them, adding the company's engineering team to Pinterest's talent. LIVE STAR

Pinterest has 30 billion pins and 750 million pinboards, Yet users never feel overwhelmed. For marketers Pinterest is ALL about sales and traffic. It's not usually a first choice for social media marketing, it delivers measurable results that businesses can't ignore 500,000 businesses are on Pinterest Pinterest has a $65 average order value - $10 higher than Facebook's $55

Pinterest for Business

Pinning Principles: before you start pinning, consider what winners really care about. Check out your web analytics to see what the like best, or talk to them directly. Tailor your pinning for them. Ex: whole food put shier sustainability conscious winners first with boards for gardening, DIY and volunteer work.

Putt pinners first

________has never been just about its drink. It's high energy brand sponsors extreme athletes and events, and its awe-inspiring pictures of these events the company shares with fans fall perfectly in line with their brand. The company works hard to get followers in on the action without actually having to scale mountains or sail the high seas.

RedBull on Instagram

___________ is a good example of how business should use Pinterest.

Sephora

__________ is in the "Daily Beauty Inspiration Business" Pinterest Goals: - Make it easy to pin from Sephora.com - Use email to encourage Pinterest engagement - Encourage clients to pin their beauty 'shopping lists' -Added the PinIt button to their site. Launched with the "Sephora Color Wash" campaign. Encouraged pinners to find and pin color-coordinated beauty treasures on Sephora.com - Connected through email. Sephora creates Pinterest-centric emails and enables people to pin products from directly within the email. They also create boards that reflect the design of their emails - One email generated more than 14,000 repins. Two of the most repinned images to date were featured in a Pinterest email that went out to their entire client list. In the month following the first email campaign, Sephora also saw 60% growth in traffic from Pinterest. - Sephora creates a Shoppable experience on Pinterest:140,000 followers and 2,500 pins. - One strategy is the "It Lists" where the staff curates their favorite Sephora products, tips and tricks - Sephora clients can pin these products to their own lists as favorites or later purchases.

Sephora on Pinterest

With more than 21,000 stores all over the world, ________ clearly has a diverse range of material at its disposal to take pictures of and share. Which is just what you'll see on their Instagram account - a celebration of an iconic brand's products, not to mention a testimony to just how passionate customers are about this third place between work and home. From different stores tagged #WhereInTheWorld to people from all walks of life with their lattes, cappuccinos, and smoothies in hand, everyone everywhere seems to be enjoying the Starbucks experience.

Starbucks on Instagram

____________is using Instagram to show every intricate detail that goes into creating the diamond rings and jewelry girls swoon over. On it's Instagram account, fans get an in-depth look at all the tools, techniques, and technicians involved in making the perfect piece of jewelry. Of course, there are also pictures of the final pieces themselves with their signature blue-green color.

Tiffany & Co on Instagram

T or F: Facebook doesn't break out Insta financials so we don't know exactly how much money they make.

True

T or F: Instagram is opened to all business large and small.

True

Pinterest makes money through ads but they need to get back to ____________

affiliate links

Tiffany & Co is a ___________ meaning not everyone can have it.

aspiration brand

The most effective contests on Pinterest encourage ______________ where your customers can inspire you and one another in the process.

authentic engagement

There is a lot of risk in doing a campaign like Marc Jacobs #Markfam campaign which could cause a _________ brand image.

bad

"I'd always thought that the things you collect say so much about who you are." Ben says this childhood ______________ is "Pinterest 1.0."

bug collection

Like other social networks, the way for brands to be successful on Instagram is to be ____________ - not pushing product.

interesting

Your customers love taking pictures and talking about their favorite products, so find ways to get your customers ___________ in your content creation. EX: MARC JACOBS

involved

Make sure the pictures you post have ___________ to your customers. If you don't get excited about the picture you just took, neither will your fans. Take the time to think about what pictures your fans want to see from your brand and how to present them in an interesting way. Red bull is an example of a brand that uses pictures on instagram that go along with their company image. If done correctly it drive engagement and brand love.

meaning

For marketers Pinterest is ALL about ____________.

sales and traffic

Instagrams ad solutions allows you to _______ and _________ ads.

target and promote

Give customers a better ___________of how your product is made. Craftsmanship is a dying art in this day and age. You work hard to build products that your customers love; show that side of the story alongside your finished product. Tiffany & Co is doing a great job of this.

understanding