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<p>Introduction xxvii</p> <p><b>Chapter 1 Understanding Pinterest 1</b></p> <p>What is Pinterest? 2</p> <p>Visual Bookmarking 2</p> <p>Visual Idea Searching 4</p> <p>The History of Pinterest 5</p> <p>Pinterest’s Quietly Explosive Growth 6</p> <p>An Organically Formed Community 6</p> <p>Demographics 6</p> <p>How Pinterest Makes Money 7</p> <p>Affiliate Links 8</p> <p>Ad Platform Potential 8</p> <p>Premium Account Potential 9</p> <p>Pinterest’s Long-Term Potential 9</p> <p>Early-to-Market Advantage 9</p> <p>Third-Party Integration 10</p> <p>Sustainability for Users 11</p> <p><b>Chapter 2 Who Uses Pinterest for Marketing and Why? 13</b></p> <p>Why Are Companies Using Pinterest? 14</p> <p>To Drive Traffic 14</p> <p>To Generate (and Track) Loyalty 16</p> <p>To Demonstrate Product Potential 18</p> <p>To Better Understand Consumers 20</p> <p>To Establish Brand Personality 22</p> <p>What Types of Companies Can Benefit from Using Pinterest? 24</p> <p>Bloggers 24</p> <p>Retail Stores 26</p> <p>Online Publications 30</p> <p>Big Brands 32</p> <p>Small Business 34</p> <p>Nonprofits 36</p> <p><b>Chapter 3 What Makes Pinterest Valuable? 39</b></p> <p>Pinterest Plays Off the Impact of Imagery 40</p> <p>Visual Bookmarking 42</p> <p>Saved Images for Later Exploration 43</p> <p>Driven by Impulse Clicks 44</p> <p>Pinterest Has a Low Barrier to Entry 45</p> <p>Easy Account Setup 45</p> <p>Minimal Account Management 46</p> <p>Freedom from Publishing Schedules 46</p> <p>Pinterest Provides an Outlet for Content Curators 47</p> <p>Users and Businesses Can Share without Flooding Streams 47</p> <p>Provides Businesses with Freedom to Share More Content 48</p> <p>Pinterest Offers Content Segmentation to Users 49</p> <p>Pinterest Serves as a Gateway Rather Than a Destination 50</p> <p>Better Than Bookmarks for Users and Businesses 51</p> <p>Pinterest Works Off Latent Click Conversions 52</p> <p>Increased Opportunity for Traffic 53</p> <p>Pinterest Puts All Users on an Equal Playing Field 53</p> <p>Both Big and Small Companies Have Equal Leverage Potential 53</p> <p>How Pins Get Fed into the Stream 54</p> <p>Potential Benefit of More Traffic with Followers 55</p> <p>Equality in Ultimate Pins Based on Size of Posting Account 55</p> <p><b>Chapter 4 Week 1—Set Up a Pinterest Account 57</b></p> <p>Monday: Create an Account 58</p> <p>Registering for an Account 58</p> <p>Setting Up Your Profile 61</p> <p>Personal Name vs Company Name 63</p> <p>Setting up a Business Account 63</p> <p>Tuesday: Understand the Category System 66</p> <p>What Are the Pinterest Categories? 67</p> <p>Why Do You Need to Use Pinterest’s Categories? 68</p> <p>Browsing Categories 68</p> <p>Wednesday: Understand the Search System 69</p> <p>Searching for Pins 70</p> <p>Searching for People 71</p> <p>Searching for Boards 72</p> <p>Thursday: Create and Organize Your Boards 72</p> <p>How to Create a Pinboard 72</p> <p>Naming and Categorizing Pinboards 75</p> <p>Organizing Pinboard Display 76</p> <p>Friday: Start Pinning! 78</p> <p><b>Chapter 5 Week 2—Curating Content with Pinterest 79</b></p> <p>Monday: Repinning Content from Pinterest 80</p> <p>How to Repin Content 80</p> <p>Repinning Content from Your Friend’s Feeds 80</p> <p>Repinning Content from Category Feeds 81</p> <p>Tuesday: Pinning New Content with the Pin It Button and Bookmarklet 82</p> <p>Spotting the Pin It Button on Websites 82</p> <p>Installing and Using the Pinterest Bookmarklet 84</p> <p>Using the Pin It Pop-Up Window 85</p> <p>Wednesday: Uploading Original Pins to Pinterest 86</p> <p>Why Upload an Original Pin? 86</p> <p>Editing an Original Pin to Include a URL 87</p> <p>Thursday: Pinning Products 88</p> <p>How to Trigger a Product Listing 88</p> <p>How Pinterest Displays and Categorizes Products 89</p> <p>Friday: Pinning Content Using a Smartphone 90</p> <p>Using the iPhone App 90</p> <p>Using the Mobile Version of Pinterest 91</p> <p><b>Chapter 6 Week 3—Find and Attract Followers 93</b></p> <p>Monday: Understand Followers and Following 94</p> <p>Why Following Users is Important 94</p> <p>Why Gaining Followers is Important 95</p> <p>Understanding the Exponential Reach of Pinterest 95</p> <p>Tuesday: Find People to Follow 96</p> <p>Finding People You Know 96</p> <p>People by Association 98</p> <p>People by Category 98</p> <p>Wednesday: Selectively Follow Users’ Boards 99</p> <p>The Problem with Following a User 99</p> <p>Follow One (or Many) Boards 101</p> <p>Refi ne Your Follow Strategy over Time 102</p> <p>Thursday: Understand Commenting and Liking 102</p> <p>Liking a Pin 102</p> <p>Commenting on a Pin 104</p> <p>Friday: Recategorize Pins over Time 105</p> <p>Creating Multiple Boards for the Same Topic 106</p> <p>The Value in Recategorizing 107</p> <p>Deleting Pins 108</p> <p><b>Chapter 7 Week 4—Purposely Propagating Pins on Pinterest 111</b></p> <p>Monday: Getting Your Pins into the Stream 112</p> <p>How Pins Enter the Topical Stream 112</p> <p>The “Popular” Stream 114</p> <p>Getting into the Product Stream 115</p> <p>Tuesday: Building Momentum by Timing Pins 115</p> <p>Testing the Impact of Pins by Time of Day 116</p> <p>Giving Pins a Boost 116</p> <p>The Cycle of Popular Pins 117</p> <p>Wednesday: Controlling How Pins Are Posted 117</p> <p>Influencing the Images a Pinner Shares 117</p> <p>Influencing the Description of a Pin 118</p> <p>Disallowing Pinning from Your Site 119</p> <p>Thursday: Understanding the Impact of a Good Image 120</p> <p>Pins vs Repins: The Difference is in the Drive 120</p> <p>Types of Images That Capture Interest 121</p> <p>Why Teaser Images Work So Well 122</p> <p>The Question of Watermarks 123</p> <p>Friday: Creating Pinterest-Specific Image Collages 123</p> <p>Using Step-by-Step Collages 124</p> <p>Using Before-and-After Images 125</p> <p>Using a Magazine-Style Captioned Image 125</p> <p><b>Chapter 8 Week 5—Track and Monitor Pinterest Traffic 127</b></p> <p>Monday: Finding Out What Content Has Been Pinned from Your Site 128</p> <p>Searching Pinterest for Pins from a Specific Website 128</p> <p>Quick-Click Access to Other Pinned Images 129</p> <p>What to Look for in the Listings 131</p> <p>Tuesday: Understanding the Value of Pins vs Repins 132</p> <p>What Does a High Number of Pins Mean? 132</p> <p>What Do Pins Mean for Your Marketing Efforts? 133</p> <p>What Does a High Number of Repins Mean? 133</p> <p>What Do Repins Mean to Your Marketing Efforts? 134</p> <p>Wednesday: Tracking the Traffic Generated by Pins 135</p> <p>Checking Your Analytics for Traffic Increases 135</p> <p>Measuring Pinterest Traffic 136</p> <p>Identifying Traffic from Individual Pins 137</p> <p>Which Pins Create the Most Value 138</p> <p>Thursday: Understanding Why Pinterest Traffic Arrives over Time 139</p> <p>The Pinterest Wave 140</p> <p>Impulse Pins and Latent Click-Throughs 140</p> <p>Why Traffic Doesn’t Always Match Pin Numbers 141</p> <p>Friday: Using Third-Party Tools for Pinterest Analytics 142</p> <p>PinAlerts 143</p> <p>Curalate 144</p> <p>Repinly 145</p> <p><b>Chapter 9 Week 6—Developing a Successful Pinterest Strategy 149</b></p> <p>Monday: Learning How Your Target Market Uses Pinterest 150</p> <p>Mining Pinterest Search for Consumer Insight 150</p> <p>Identifying Potentially Influential Pinners 153</p> <p>Tuesday: Discovering Patterns in Topical Pins 155</p> <p>What Concepts or Ideas Are Pinned Repeatedly 155</p> <p>What Images Are Being Selected 155</p> <p>What Are the Board Names Being Used for Pins? 156</p> <p>Wednesday: Recruiting Evangelists and Fans for the Effort 157</p> <p>Letting Influencers and Evangelists Curate Your Boards 158</p> <p>A Warning Regarding Group Boards 160</p> <p>Pinning and Featuring Fan Content 161</p> <p>Thursday: Finding Tie-ins to Other Social Media Channels 162</p> <p>Promoting Involvement on Facebook 162</p> <p>The Twitter Connection 164</p> <p>Video Sites (YouTube and Vimeo) 164</p> <p>Friday: Understanding Your Staffing Availability 165</p> <p>Determining Staff Needs 165</p> <p>How Much Time to Spend on Pinterest 165</p> <p>Regular Hours or Scattered Hours 166</p> <p><b>Chapter 10 Week 7—Leveraging Boards for Better Reach 167</b></p> <p>Monday: Creating a Strategic Pinboard Structure 168</p> <p>What Are Your Goals for Pinterest? 168</p> <p>Tuesday: Categorizing Boards 174</p> <p>When to Add New Boards 174</p> <p>Determining Board Names 176</p> <p>Wednesday: Organizing and Reorganizing Boards 178</p> <p>Moving and Removing Pins Over Time 178</p> <p>The Value of Reordering Board Displays 181</p> <p>Thursday: Creating Boards with Multiple Curators 183</p> <p>The Value of Multiple Curators 183</p> <p>Finding and Adding Curators 184</p> <p>Friday: Creating Short-Term Boards for Marketing Purposes 185</p> <p>Seasonal Boards 185</p> <p>Event-Driven Boards 186</p> <p>Campaign-Driven Boards 187</p> <p><b>Chapter 11 Week 8—Using Pinterest to Attract Traffic 189</b></p> <p>Monday: Promoting Your Own Content 190</p> <p>When to Pin Your Own Content 190</p> <p>Joining or Creating a Cooperative 192</p> <p>Tuesday: Creating Pinterest-Focused Content 192</p> <p>The Most Popular Topics on Pinterest 193</p> <p>The Most Popular Types of Pins on Pinterest 194</p> <p>Wednesday: Leverage Your Team 198</p> <p>Taking Stock of Team Interests 198</p> <p>Focused vs General Staff Involvement 201</p> <p>One Account or Multiple Accounts? 201</p> <p>When Your Team Consists of a Single Person 203</p> <p>Thursday: Developing a Resource Board 204</p> <p>Pinning Content That Educates Your Audience 204</p> <p>Pinning Content That Inspires Your Audience 205</p> <p>Pinning Content That Supports Your Brand 206</p> <p>Pinning Content That Displays Your Brand in Use 207</p> <p>Friday: Pinterest Best Practices 208</p> <p>Individual Pin Best Practices 208</p> <p>Pinboard Best Practices 209</p> <p>Pinterest Marketing Best Practices 210</p> <p><b>Chapter 12 Week 9—Using Pinterest to Engage with Fans 211</b></p> <p>Monday: Play to the Interests of Your Audience 212</p> <p>Look for Natural Brand Tie-ins 212</p> <p>Offer Activity-Inspired Discounts 214</p> <p>Measure Response to Test Boards 215</p> <p>Tuesday: Featuring Content That Highlights Your Brand 216</p> <p>Inspirational Content and Quotes 216</p> <p>Educational Content and How-tos 217</p> <p>Your Products in Action 219</p> <p>Wednesday: Promoting Other Sites’ Content 220</p> <p>The Value of Promoting Third-Party Content 220</p> <p>Pin the Content of Evangelists 221</p> <p>Promote Other Pinners and Bloggers 222</p> <p>Thursday: Creating Crowd-Sourced Boards 223</p> <p>Curating from Hashtags and Mentions 224</p> <p>Leveraging Content from Other Channels 225</p> <p>Leveraging Third-Party Pinners 227</p> <p>Friday: The Value of Cross-Channel Integration 229</p> <p>Highlighting a Featured Pinner 229</p> <p>Promoting Pinterest Content on Other Channels 230</p> <p><b>Chapter 13 Week 10—Pinterest Marketing Through Contests 233</b></p> <p>Monday: Understanding Pinterest Contests 234</p> <p>Pinterest TOS 234</p> <p>Why Run Contests Through Pinterest? 235</p> <p>Tuesday: Exploring Contest Examples 236</p> <p>bmi Pinterest Lottery 236</p> <p>Homes.com Spring into the Dream Contest 238</p> <p>Wednesday: “Pin It to Win It” and Board Curation Contests 239</p> <p>How It Works 239</p> <p>Why It Benefits Your Brand 239</p> <p>Measuring Value 240</p> <p>Thursday: Pinterest Scavenger Hunts 241</p> <p>How It Works 241</p> <p>Why It Benefits Your Brand 242</p> <p>Measuring Value 242</p> <p>Friday: Pinterest Product Feature Contests 242</p> <p>How It Works 242</p> <p>Why It Benefits Your Brand 243</p> <p>Measuring Value 244</p> <p><b>Chapter 14 Week 11—Measure and Refine Your Strategy 247</b></p> <p>Monday: Setting Pinterest-Related Goals 248</p> <p>Setting a Business Goal 248</p> <p>Letting Your Goals Define Your Tactics 249</p> <p>Putting It All Together 250</p> <p>Tuesday: Analyzing Your Campaigns 251</p> <p>Matching Metrics to Campaigns 251</p> <p>Analyzing Campaign Details for Consumer Insight 253</p> <p>Wednesday: Understanding Common Pinterest Problems and Their Solutions 254</p> <p>Lack of Repins 254</p> <p>Lack of Followers 256</p> <p>Lack of Traffic 258</p> <p>Thursday: Continually Testing Your Approach 258</p> <p>Test Topics and Concepts 259</p> <p>Test Descriptions and Calls to Action 260</p> <p>Test the Best Time to Pin 261</p> <p>Friday: Learning from a Pinterest Case Study 261</p> <p><b>Chapter 15 The Future of Pinterest Marketing 267</b></p> <p>Pinterest Will Change the Web 268</p> <p>Beyond Browsing: Content Curation 268</p> <p>Potential for Buyouts or Partnerships 269</p> <p>The Archival System: Changing the Way We Engage with Content 270</p> <p>Pinterest’s Effect on Search 271</p> <p>A Future Pinterest API 272</p> <p>The Potential of a Pinterest API 272</p> <p>Speculation on the API Delay 273</p> <p>API Discussions for Developers 273</p> <p>Understanding the Pinterest Effect 274</p> <p>The Impact of Social Channels Over Time 274</p> <p>Pinterest and the Future of Social Media Marketing 275</p> <p><b>Appendix A: Pinterest Marketing Resources 277</b></p> <p>Pinterest Marketing: An Hour a Day Pinboard 278</p> <p>97th Floor Blog 278</p> <p>Pinboard from PinnableBusiness.com 278</p> <p>Marketing Land 278</p> <p>Pinboard from Team MarketingProfs 278</p> <p>Social Media Examiner 278</p> <p>Pinterest Marketing Articles Pinboard 279</p> <p>Entrepreneur 279</p> <p>Pinterest for Marketing Pinboard 279</p> <p>Mashable 279</p> <p><b>Appendix B: Appendix: Pinterest Tips from Top Marketers 281</b></p> <p>Ryan Sammy 282</p> <p>Prafull Sharma 282</p> <p>Matt Siltala 283</p> <p>Carrie Hill 283</p> <p>Amanda Nelson 284</p> <p>Katie Laird 284</p> <p>Dirk Singer 285</p> <p>Megan Rivas 286</p> <p>Jamie Grove 286</p> <p>Glossary 287</p> <p>Index 289</p>

<p><b>Jennifer Evans Cario</b> is founder and President of SugarSpun Marketing, a boutique social media agency specializing in sustainable social media strategies, web analytics, and corporate training. She also serves as the Social Media Faculty Chair for Market Motive, a web-based training facility, and as adjunct faculty for Rutgers University's Mini-MBA programs. Jennifer has been in the industry since 1996 and has trained or consulted for a wide range of B2B and B2C companies across the United States and Canada.</p>

<p><b>Create a Winning Pinterest Marketing Strategy</b></p> <p><b>A Step-by-Step Guide</b></p> <p>Pin your way into the hearts, minds—and even the wallets—of your target audience by learning how to build a smart and sustainable Pinterest marketing strategy for your business. This focused, practical book walks you step by step through the process of developing, implementing, measuring, and refining a Pinterest marketing plan designed to attract and engage your target audience on the fastest growing social network in history. Learn how to develop key performance indicators, read insightful case studies of how first adopters are maximizing Pinterest's market potential, and build a strong understanding of how to curate content that cements your relationship with consumers.</p> <ul> <li>Set up an account and get your pins into the right streams, including topical, popular, and product</li> <li>Discover the difference between personal accounts and business accounts as well as how to set up and use secret pinboards</li> <li>Learn which types of pins and pinning strategies are most likely to drive traffic and sales</li> <li>Create a strategic board structure, and use boards to build a community around your brand</li> <li>Understand the value of pinning versus repinnning, and what each means for your marketing efforts</li> <li>Tie your Pinterest strategy into other social media channels, such as Facebook and Twitter</li> <li>Measure traffic and retention rates, analyze results, and refine your strategy</li> </ul> <p>You'll also find:</p> <ul> <li>Tips and advice from successful Pinterest marketers and from happy, engaged pinners</li> <li>Real-world case studies that illustrate successes to learn from and mistakes to avoid</li> <li>Additional Pinterest tools and resources</li> </ul> <p>Praise for Pinterest Marketing: An Hour a Day</p> <p>"This book goes beyond basic understanding of Pinterest and unleashes the power to engage. It incorporates advance strategy and tools, and it saves months of ineffective work. You will see your results within days."</p> <p>—<b>Rebecca Ryan</b>, Senior VP of Social Media at Click Media Agency, LLC.</p> <p>"This book gives you clear next steps on how to use Pinterest to increase sales, improve engagement, and build communities. It's an absolute must-read for today's marketer."</p> <p>—<b>Joanna Lord</b>, VP of Growth Marketing, SEOMoz</p> <p>"Jennifer Cario's engaging writing style makes it easy to set up, manage and measure your Pinterest campaigns. You'll have people clicking your "Pin It" buttons in no time—and driving new (and profitable) traffic to your site."</p> <p>—<b>Heather Lloyd-Martin</b>, President and CEO, SuccessWorks Search Marketing</p> <p>"By the end of the book you'll feel prepared and inspired to rev up your own Pinterest strategy—get ready to read, learn, pin, and repeat!"</p> <p>—<b>Tori Tait</b>, Senior Community Manager at DailyGrommet.com</p>

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