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Tech Doctors: Pin It to Win It

A picture, they say, is worth a thousand words – Which could make the new social media framework, Pinterest, a far more powerful marketing tool than Twitter. Oyunerdene Jenny Battulga from digital design agency Obergine gives the lowdown.


What is Pinterest?
Pinterest is a virtual pin-board, on which you can arrange images and videos by topic. It allows you to create as many boards/topics as you like, representing different areas of your life. Increasingly it’s being used by businesses, as a visual representation of their brand.

The closed, beta version of the website was first launched in March 2010 and, after some development, its popularity rocketed. Mashable – an online social media news blog – reported this spring that Pinterest now ranks as the third most popular social media website, after Facebook and Twitter, with an increase of 85% in users in January and February 2012.

Who uses it?
In the UK, the main user demographic of Pinterest is men aged 25-34 with at least a university degree, and a higher than average income for that age group. British women are not far behind on the trend, representing 44% of total visitors on the website. This is different from the US, where Pinterest users are mainly women.

Why is the popularity of Pinterest growing so rapidly?
As everything on Pinterest is presented as an image or a video, it’s visually appealing,
and is an easy way for users to absorb information. Statistics show that people stay on Pinterest 30% longer than Facebook.

Pinterest content can spread very quickly, as users tend to be keen to repin images they like, which allows content to circulate at speed, among more than 16 million users. Sharing is also encouraged across other social media channels. When you pin an image, you can choose to automatically publish it on both your Facebook and Twitter accounts.

Why is Pinterest of use
to my business?
The most popular and most widely shared boards on Pinterest are those based on food and drink, providing a great opportunity for the on-trade.

How to use Pinterest

  •  Showcase your brand by creating different boards with photos of stunning venues, delicious dishes and cocktails, as well as other interesting and relevant content, such as a video of a bartender making cocktails or of a chef explaining a new or signature dish on the menu.
  • Build consumer loyalty through engaging with your followers: post comments and follow them back. Then gain new followers by pinning great photos and videos – not just of your venue but also of others in your industry.
  •  Increase your website traffic. Images on Pinterest can include links to the website that hosts the original images, thereby generating traffic back to your own website. Statistically, Pinterest
  • drives an impressive 25% more referral traffic than Twitter!

Pinterest offers a great opportunity to visually express your brand’s character, and to clearly differentiate your business from the competition.


Definitions

Boards: A board is a collection of images or videos. It is up to you to choose a topic for your boards.
For example: Evening Menu, Afternoon Tea, Cocktail of the Week or The Restaurant/Bar.

Pin: An image or video that you add on Pinterest is called a pin. Content can either be uploaded from files on your computer or added via a URL.

Repin: A repin is adding a pin from someone else’s Pinterest board to yours. When you repin, the person who pinned the content receives notification, and credit as the original pinner is displayed on top of an image or video. Regardless of how many users repin an image or video, it carries a link to the website that it was originally pinned from.

Following: When you click on the ‘follow all’ button on another user’s profile, you are agreeing to follow all their pins and boards on your Pinterest feed. However, if you want
to receive images or videos on specific subjects only, you can follow individual boards separately.

Pin it: This is a popular button that lets you pin content using your browser, enabling you to share content on your boards easily and quickly without having to use the Pinterest website directly. This button can be downloaded and installed from the Pinterest website.


Case study : Ashmolean Dining Room

Ashmolean Dining Room in Oxford is a two AA rosette rooftop restaurant serving hearty British/European food. The restaurant joined Pinterest recently, and is off to a good start.
The Ashmolean team understands that Pinterest connects people through their hobbies, so they create boards about the subjects that excite their followers and will generate discussion. 

Ashmolean take a creative and original approach to their boards and their titles;
with fun names such as ‘Our Fruity Menu Design’ and the use of high-quality images that will easily gain attention.

‘We joined Pinterest to have more presence across social networks,’ explains  restaurant manager Jean Dulck.

‘Social networking as a whole is evolving, with different platforms starting to merge together. It will be really interesting to see what happens next.’


Oyunerdene Jenny Battulga is a marketing executive at Obergine – an award-winning web design, digital marketing and branding agency.


Obergine is a web design, digital marketing and branding agency that is passionate about adding value to its clients.

Editorial feature from Imbibe Magazine – July/August 2012

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