The digital world is talking all about the newest social darling, Pinterest - and marketers are looking for ways to apply this channel to their business. Whether you are looking to use it in conjunction with email or just trying to understand if you should even care, StrongMail's strategy experts will help you figure it out. StrongMail's email and interactive marketing guru Kara Trivunovic will present all you know need to know about using Pinterest within your digital strategy – or whether to just bail. We will look at what other brands are doing, how you can apply it to your efforts and unique ways to integrate it effectively into the email channel. Key Things You Will Learn: • Current adoption and audience statistics • Potential marketing impact for multiple business types • Strategies for integrating Pinterest with email and other channels • Requirements for leveraging Pinterest successfully Featured Speaker: Kara Trivunovic - Global Director, Strategy and Market Innovation for StrongMail

1. Put a Pin In It! #StrongMail
Leveraging Pinterest For Your Email Business
Kara Trivunovic
Global Director, Strategy and Market Innovation
@ktrivunovic
PROPRIETARY AND CONFIDENTIAL

2. Who is StrongMail?
• Founded in 2002; Headquartered in Silicon Valley
• Industry-leading email and social media
marketing technology platforms
• Full agency services for email, social media, and
interactive marketing
• Identified by Forrester as 1 of 6 email marketing
providers best suited for enterprise marketers
• Global Reach: North America, UK/EMEA, APAC
• Over 575 customers, catering to mid-sized to Fortune
2000 brands
• StrongMail customers include some of the world’s
largest brands in the retail, travel & hospitality,
financial services, media/entertainment and
technology industries
Proprietary and Confidential | 2

3. StrongMail Customers
Proprietary and Confidential | 3

4. On the Agenda
1. What is it?
2. Should you use it?
3. How do you use it?
4. Integration with email
5. How do you measure
success?
#StrongMail

5. What is Pinterest?
Image source: http://perdueosity.com/2011/11/30/pinterest-achieved/

6. Basically…
Image source: Flowtown, via Column Five
#StrongMail

7. The easy “show and tell” nature of
Pinning has broken down barriers
previously in place on social platforms,
which has catapulted Pinterest in the
referrals category.
This is the primary reason that brands are
frantically building their footprints.
Image source: Mashable.com
#StrongMail

8. Should you be on Pinterest?
#StrongMail

9. Should YOU be on Pinterest?
Are your customers primarily women from the age of 25-54?
Image source: Mashable.com
#StrongMail

10. Should YOU be on Pinterest?
Is your brand visual in nature?
Image Source: quick-dish.tablespoon.com
Image Source: thecakeblog.com
Image Source: shop.nordstrom.com
#StrongMail

11. Should YOU be on Pinterest?
Is there a planning element to
your brand?
• Weddings
• Birthday Parties
• Vacations
• Special Occasions
• Building a Home
#StrongMail

12. Should YOU be on Pinterest?
Does it align with your brand?
#StrongMail

13. Who’s Doing Business There?
#StrongMail

14. What the Top Brands Are Doing Right
** as identified by Pinterest
Pinning from various sources
…not just one site
Re-pinning from within the site to
encourage engagement
Creating several boards that
cover a wide range of topics

15. How to Use Pinterest
#StrongMail

16. Create Your Boards
• Create a list of buzz words that describe
the interests of your customers
• Identify those words and themes that
lend themselves to strong imagery
• Include boards that mirror your email
offerings
• Stagger your rollout of new boards,
allowing each to have “time to shine”
• Start adding Pins to your boards…..
#StrongMail

17. Populate Your Boards
» Start with images that are easily
associated with your board name
and product offering
» Pick images that lend themselves to
being shared (be “Pin worthy”)
» Pin from original sources
» Get creative with your descriptions.
Include links, CTAs, pricing, etc.
» Give credit, when necessary, to the
original owner of the image
» Include search optimized key
words, #hashtags, etc.
#StrongMail

18. Announce Your Arrival
• Send a dedicated email that launches
your Pinterest campaign
• Provide special discounts and
incentives for early followers and re-
pinners
• Add “Pin It” buttons to products and
images from your web site that you
would like to have Pinned
• Promote across all social channels with
a steady frequency
• Add the Pinterest logo to your standard
social buttons

19. Know The Rules
Pinterest is still a small but growing community. Be respectful of those
who have come before you.
Always credit your sources. It’s very acceptable to share images that
you curate across the web, just give credit to the proper owners.
This isn’t all about you. Provide value to those looking at your Pins
and let them find the value in you.
So far Pinterest has been doing a great job of policing itself. It will be
part of your duties to report objectionable content, spamming, etc.
Like the new social environments that came before Pinterest, in
continues to evolve quickly. Provide your feedback, it can only get better.
Icon Source: infographiclabs.com via Emrah on Pinterest

20. What’s Legal?
As with most start ups, the Pinterest
Terms are frequently being updated.
Stay Current.
Some guidelines to keep it safe:
» Pin original content whenever possible
» Always credit sources when they are
not you
Image Source:
http://www.webpronews.com/pinterest-copyright-
» Pinterest recently provided an even policy-vs-pinterest-terms-2012-03
easier process to report copyright
infringement – use it… be aware of it
» To be “less scary,” Pinterest has
recently removed the word Sell from
its Terms when speaking about the
content you Pin
#StrongMail

21. Frequency
» Pin around email deployments to compliment the campaign
» Prepare your boards before an email, like you are preparing for an open house
» Rearrange your boards frequently to keep new boards, and featured pins, above the
fold – This keeps the wall looking fresh
» Weave your Pinterest activity into your current social media cadence and frequency –
Do not simply add it in as more
» Stay top of mind while Pinterest is still fighting for a spot at the table – Pin at least
once daily
» Allocate time to monitoring community and repinning – Stay Social!
» Highlight Pins about events or products in email
#StrongMail

22. Integrating Pinterest into your
Email Strategy
#StrongMail

23. Integrating Pinterest in to Email

24. Best Practices For Email integration
» Use email to announce your Pinterest presence
» Include “Pin This” icons on individual content within your email
» Deploy special emails designed to educate your database on the platform,
continuing the buzz for those who have not yet joined
» Provide visual examples of your Pinterest activity in email
» Highlight the Pinterest activity of your most social community members
within emails
» Add the Pinterest icon to your standard set of social buttons
» Tie specific boards to your email calendar, such as holidays, big events, social
media trends, special sales or any highly supported Pinterest category to
which you can establish relevancy
#StrongMail

25. Pinning Content From Email
http://pinterest.com/pin/create/button/?url=[WEBSITE_URL]
&media=[IMAGE_URL]&description [POST COPY]

26. Know Your Audience
» Make sure your Boards mirror the interests and
activities of your customers/followers
» Have customized Boards for the various
segments of your email database
» Know who is Pinning from your site and engage
them on other social platforms
» Insert trending topics and #hashtags into
descriptions to drive search to your Pins
» Allow for email opt-in opportunities from within
relevant Pin descriptions
» Highlight active repinners in monthly
newsletters
#StrongMail

27. Key Performance Indicators
for Pinterest
#StrongMail

28. Key Performance Indicators
1. Build brand affinity
2. Increase reach
3. Develop brand evangelists
4. Influence intent to purchase
5. Drive sales
Image Source: RageBuilder.com
#StrongMail

29. Infer Something…
• “Customers that come to its website from Pinterest have a 70 percent larger
ticket overall than those that come from other social media sites”
• “[CEO] suspects that shoppers referred to Wayfair from Pinterest buy more
because they may have already formed an emotional connection to the
product”
• “Pinterest is "exploding," with traffic coming from Pinterest growing
substantially in the first two months of the year”
Quotes and image sourced from:
CNBC, Why Pine for the Pinterest
Customer? They’re worth more.

30. What Have We Learned?
 Pinterest is here to stay and  It’s easy to get started.
they own a piece of the
 Be strategic with your tactics
puzzle.
and integrate them into your
 Ladies love Pinterest. social and email calendars.
 Pinterest is tailor made for  Your descriptions are as
visual brands. important as your images.
Optimize them!
 Your current customers
expect you to be there.
They’re looking right now!

31. Questions?
To ask a question, please enter your
question into the Q&A box on the
bottom right-hand side of your screen
Kara Trivunovic
Global Director
Strategy & Market Innovation
ktrivunovic@strongmail.com
@ktrivunovic
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