social mktr by Saba Bokhari

social mktr

SENIOR MARKETING MANAGER SECRETS

HOW-TO DEVELOP A

PINTEREST STR ATEGY

GET HIRED IN SOCIAL MEDIA

everything your brand needs to tackle this highly visual platform

#ADDICTED

THE DANGERS OF ALWAYS

BEING CONNECTED

4 APPS

TO HELP YOU STEP UP YOUR INSTA-GAME

WELCOME TO THE WORLD ON SOCIAL $3.99 U.S./CANADA

JANUARY 2015

S E E B E A U T I F U L I M A G E RY | S E E A H O L LY W O O D R E N A I S S A N C E | S E E B E T T E R D I AG N O ST I C S

social mktr | JANUARY 2015

ÂŠ2014 Canon U.S.A., Inc. Canon, DIGIC and EOS are registered trademarks of Canon Inc. in the United States and may also be registered trademarks or trademarks in other countries. All third party logos, product and brand names are trademarks of their respective owners. Images simulated.

THERE’S MORE TO THE IMAGE THAN ANYONE THOUGHT POSSIBLE.

| S E E S E L F - P U B L I S H I N G | S E E A D VA N C E D E Y E C A R E

social mktr. JANUARY 2015

Mobility is agility.

Editor-in-chief SABA BOKHARI Creative Director SABA BOKHARI Executive Editor SABA BOKHARI Managing Editor SABA BOKHARI Photo Director SABA BOKHARI Senior Photo Editor SABA BOKHARI Copy Chief SABA BOKHARI Copy Editor SABA BOKHARI

Assistant to the Editor-In-Chief MARK ZUCKERBURG

Connecting employees, processes—the world. Think of it as Big Mobile. +3 Rƫ HUV 0RELOLW\ 6ROXWLRQV IRU WKH 1HZ 6W\OH RI ,7 See how it all works at hp.com/mobility

Push your enterprise and move the world. In the next few years, more data will be created than in the entire history of the human race. If that seems almost too overwhelming to consider, it has, in fact, made things very clear for business. Push your enterprise and you can move the world. But to do that you will need a partner. A partner that can help you turn millions of Tweets, posts and data points into new customers and growing brands. A partner that can make total mobility and constant connectivity a Monday morning reality for all your employees and customers. A partner that views security not as a ball and chain, but as a strategic game changer that puts people next to opportunity. Today, one company has the real-world experience and deep knowledge to bring it all together in the New Style of IT. That company is HP. We believe that cloud, big data, mobility and security can work together in radically new ways that can transform your business. Your dataâ&#x20AC;&#x201D;all of itâ&#x20AC;&#x201D;is ready to become information, knowledge and insight. And HP is ready to partner with you to create the only kind of IT solution that matters. Yours.

JANUARY CONTENTS

DEPARTMENT 11 BRAIN BREAK SOMETIMES YOU JUST NEED A GETAWAY.

12 SNAP YOUR WAY TO SOCIAL SUCCESS THE TOP FOUR PHOTO-EDITING APPS YOU NEED ON YOUR SMARTPHONE

13 TIME’S A-TICKING FIND OUT THE BEST TIMES TO POST FOR OPTIMAL REACH.

LIVING SOCIAL

22 HOW-TO DEVELOP A PINTEREST STRATEGY EVERYTHING YOU NEED TO KNOW ABOUT TAKING YOUR BRAND TO PINTEREST

IN EVERY ISSUE 08 LETTER FROM THE EDITOR NOT-SO-TRADITIONAL NEW YEARS RESOLUTIONS

26 SOCIAL DO’S AND DON’TS THE DO’S AND PLEASE DON’TS FOR SOCIAL MEDIA

20 THE MAIREAD PARADE OFFERPOP’S SHINING STAR SHARES INSIGHTS ON THE STATE OF SOCIAL MEDIA 16 WHEN SOCIAL MEDIA KILLS THE HIDDEN HAZARDS FOR SOCIAL MEDIA MARKETERS

* WHY A TYPEWRITER FOR THE COVER OF A SOCIAL MEDIA MAGAZINE? We wanted to add a touch of nostalgia to pay homage to past media. To us, the evolution from the typewriter to Twitter represents the immediacy of messaging to a large audience. Photo courtesy of Florian Klauer.

social mktr | JANUARY 2015

PHOTO CREDIT ON PAGE 24

ON THE COVER

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THIS MONTH IN INSTAGRAM PHOTOS

LETTER FROM THE EDITOR BEEF UP LINKEDIN PUBLISHING. LinkedIn is revolutionizing careers, especially in terms of thought leadership. I’m eager to join the ranks of Richard Branson and Gary Vaynerchuk. My goal is to publish twice a week for 52 weeks. Dream big.

This time of year makes you reflect on the past, and make plans for the fresh, new year. Sure, my resolutions include hitting the gym, eating right, and taking it easy on the Netflix, but what’s a better time than now to revamp one’s personal brand? Here are my social media resolutions. At least I’m more likely to stick to these than putting on my workout shoes at 5 AM. JOIN MORE TWITTER CHATS. I’d like to namely join along on Likeable Media’s #LikeableChat because it always seems like so much fun. Michele Weisman leads the discussion with the industry’s most passionate tweeters.

ACTUALLY MAKE SOME OF THE DIY PROJECTS AND TREATS I’VE PINNED ON PINTEREST. Domesticity is nice and all, but who has the time to make ombre rainbow cake with buttercream almond frosting and mugs made out of chocolate? The trick here is to make time. This probably takes away from my gym progress … CURATE FUTURE SOCIAL POSTS TO ADD AN “AIR OF MYSTERY.” These days, I feel that people on social are taking photos of their every waking moment. I may or may not have fallen victim to that trap. Instead, I vow to share one or two photos of a trip/event/memory that speaks most to me. What are your social media resolutions? Tweet us your answers using the hashtag #SMRESOLUTIONS and you may see yours in the next issue!

LOVELY VIEW HEADING BACK TO THE OFFICE

A BLANKET OF SNOW AT OUR HOMEBASE

saba@socialmktr.com @sababok

COZY BY THE FIRE

social mktr | JANUARY 2015

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ELLO THERE, READERS. Starting the new year with a new magazine? Well, I’m excited to head on this journey with you. Our team has worked hard on this premiere issue that you’re about to enjoy.

UNSEASONABLY SUNNY DAYS = WORKING OUTDOORS

Look Ma, no desk. Your road warriors power your business. Collaboration powers your road warriors.

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Shop today at Dell.com/whyvenue11pro or call 1-800-456-3355. *Offers subject to change, not combinable with all other offers. Taxes, shipping, handling and other fees apply. U.S. Dell Small Business new purchases only. LIMIT 5 DISCOUNTED OR PROMOTIONAL ITEMS PER CUSTOMER. Dell reserves right to cancel orders arising from pricing or other errors. *Ultrabook, Celeron, Celeron Inside, Core Inside, Intel, Intel Logo, Intel Atom, Intel Atom Inside, Intel Core, Intel Inside, Intel Inside Logo, Intel vPro, Itanium, Itanium Inside, Pentium, Pentium Inside, vPro Inside, Xeon, Xeon Phi, and Xeon Inside are trademarks of Intel Corporation in the U.S. and/or other countries. Microsoft and Windows are registered trademarks of Microsoft Corporation. © 2014 Dell Inc. All rights reserved. Dell, the DELL logo, the DELL badge and Venue 11 Pro are trademarks of Dell Inc.

Go where your business takes you with the new Windows.

BRAIN BREAK

A WEEKEND IN

ORLANDO, FL

HESE DAYS, SOCIAL MARKETERS ARE “ON” 24/7.

Every other month, make it a mission to explore your surroundings or take a minigetaway. Sign up for email blasts from airlines and take advantage of deep discounts. The social mktr team jetsetted to sunny Central Florida to soak in the beautiful surroundings.

CEDAR PLANK SHRIMP Smoked to perfection + 180k Likes.

PHOTO CREDIT ON PAGE 24

by Saba Bokhari

SOAKING UP THE SUN and Tweeting away

LANDRY’S on Vineland Avenue is our favorite spot for seafood.

GRAND TIMES in Walt Disney World’s Epcot park.

SEAFOOD STUFFED AVOCADO Quick Instagram before digging in.

JFK > MCO Obligatory window shot on the way to Orlando International Airport.

social mktr | JANUARY 2015

TOP FOUR

SNAP YOUR WAY TO SOCIAL SUCCESS

TAKE A PICTURE, IT’LL LAST LONGER. BY USING THESE EDITOR-APPROVED PHOTOEDITING APPS, YOUR CONTENT WILL BE MORE ENGAGING TO YOUR AUDIENCE.

With over 2,000 photo-editing apps available on the Apple App Store alone, it’s hard to figure out which one best suits your needs. And let’s face it, as social marketers who are constantly posting, who has time to sort through them all? Well, … we do. Check out our favorites and watch your user engagement soar. By Saba Bokhari VSCO CAM, VISUAL SUPPLY COMPANY, FREE … ISH Now this is the holy grail of smartphone apps. Available on the Google Play store and Apple App Store, this app allows you to manipulate images in a way that can make photo viewers seem as if they’re in the trendiest hipster coffee shop. Although the additional filters are $1.99 per bundle, it’s well worth the money. Users can edit the exposure, fade images, and alter colors like the most knowledgeable photoshoppers, all with this handy app. The app is easily the most used on our social channels, as well as major brands/Instagram heroes such as Nike and Starbucks.

AFTERLIGHT, AFTERLIGHT COLLECTIVE, INC, $0.99 Available for both iPhones and Android phones, this app allows you to evoke the feeling of vintage, old-time-y photos. With filters like “dust” and “leaked light,” it makes any photo seem like it was taken with expired film. This artful app allows you to edit the perfect “Throwback Thursday” photo, even if it was taken yesterday. Users can unlock additional filters by sharing about the app on Facebook.

CAMERA+, TAP TAP TAP LLC, $0.99 Who needs a DSLR when you can have manual camera settings as found in this app? With features like 6x digital zoom and macro settings, this app enables you to get up close and personal with photo subjects in a single snap. Though it lacks the filtering capabilities of the other apps, this one is a must-have in any photo aficionado’s smartphone arsenal, simply based on its manual lens tools. It’s currently only available on iPhones, but don’t worry, Android users: you can expect an app for Androids later this year.

Though newest to the photo-editing world, Pomelo is not to be dismissed. The true cheapest of all our favorites, Pomelo comes with a full set of photo filters to take you back to the days of your Kodak 600 or the 1970’s. Though it lacks the finesse of the other apps in terms of user interface, Pomelo serves as a great “gateway” photo-editing app for the social marketer.

social mktr | JANUARY 2015

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POMELO, XIAMEN MEITU TECHNOLOGY CO., LTD, FREE

TIPS & TRICKS

TIME’S A-TICKING If you’re looking for more engagement, timing may be of essence. Are you posting at these optimal times? By Saba Bokhari

kay, we all know about scheduling and the value of posting in “fake-time.” However, have you considered cracking down on what exactly is the optimal time for posting on each of your platforms? Surely, you want your posts to reach your audience when they’re online. Using simple tools like FACEBOOK INSIGHTS, TWERIOD, and BUFFER can help you analyze your average engagement and provide you with an accurate measurement of when your audience is the most active and receptive.

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Our friends at HubSpot and SurePayRoll researched the best, peak, and worst times to post on each of our favorite social platforms. If your audience data contradicts the infographic, go with your personal measurements. Keep in mind that every brand is different, and that these are general measurements. 

 social mktr | JANUARY 2015

Ok Google, when was neon discovered?

Ok Google, when was the neon sign invented?

Ok Google, at what temperature does neon melt?

Ok Google, how long does a neon light last?

Ok Google, show me pictures of the neon boneyard.

show me pictures of the neon boneyard

Images

Google Play is a trademark of Google Inc. App Store is a service mark of Apple Inc. Images courtesy of The Neon Museum, Las Vegas, NV.

Ask the Google app. Available at the Google Play Store and the App Store TM

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 LIVING   SOCIAL.   

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- HAZARDS - PROFILE - HOW-TO

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social mktr | JANUARY 2015

W H E N SOCIAL MEDIA C A N K I L L 16

social mktr | JANUARY 2015

THE DANGERS OF BEING

CONNECTED LONG HOURS SPENT SCROLLING THROUGH SOCIAL FEEDS CAN BE DAMAGING TO NOT ONLY YOUR PSYCHE, BUT YOUR BODY AS WELL. READ ON TO UNCOVER THE HIDDEN HAZARD OF SOCIAL MEDIA - ADDICTION.

PHOTO CREDIT ON PAGE 24

BY SABA BOKHARI

social mktr | JANUARY 2015

 TRIPLE THUMBS DOWN. ADDICTION IS A CONSTANT BATTLE.

AKE MICHAEL* IS AN ENTRYLEVEL SOCIAL MEDIA ASSOCIATE AT A CHICAGO-BASED STARTUP WHO BEGAN TO EXPERIENCE LEVELS OF ANXIETY HE HAD NEVER BEFORE ENCOUNTERED. It was, as he described, “like an elephant was sitting on my chest.” Going into a startup role, Michael had an understanding that the environment typically calls for long hours, and a blur in work-life balance. When he wasn’t as his computer desk, toiling away, he was scrolling through social feeds on his smartphone or tablet until the early hours of the morning. Six months later, though, Michael says he began to get noticeably more irritable and stressed, and suffered from frequent colds, trouble concentrating, and insomnia, worsening his performance at work. Jake Michael is not alone in this. The unlikely culprit? His own role at the company. Social media, the latest iteration of Internet addiction, has been found to be stronger than addiction to cigarettes and booze, as reported by researchers at

social mktr | JANUARY 2015

Chicago University. In essence, Michael’s own duties were responsible for his declining performance at his workplace.

A REAL ADDICTION According to findings from Pew Research Center, based on the average user, if 63% of Facebook users visit the site at least once a day, with 40% doing so multiple times a day, and if 46% of Twitter users visit daily, how many times a day does a social media professional visit those popular websites? For those with startup experience, it may be easier to instead note the number of times a day spent away from social media. Although some may be quick to brush off Internet addiction as “not a real addiction,” it is entirely possible to die from the resulting elevated levels of stress, or cortisol. American neuroendocringologist and professor of neuroscience at Standford University, Dr. Robert Sapolsky says that the cortisol hormone has been shown to interfere with “learning and memory, lower immune function and bone density,

and increase blood pressure, cholesterol and heart disease.” Perhaps even more unsettling for social marketers is one professor’s analysis regarding the jolt of dopamine when someone “likes” our Facebook post or retweets our Tweets. Professor of psychology at the University of North Carolina, Chapel Hill, Kristen Lindquist, compares engagement with social media to the effect of benzoylmethylecgonine – also known as cocaine – on the mind. She says, “you end up developing an association between Facebook and goodness, and that sustains the behavior. As with cocaine addicts, over time, you need more and more of that substance to get that feeling.”

SOLUTIONS FROM THE MEDICAL COMMUNTIY At this time, it is yet to be seen what the solution to Internet addiction is. A decade of research conducted by psychiatrist * Name has been changed to protect identity

FEELING MORE THAN A LITTLE OVERWHLEMED AT WORK? YOU’RE NOT ALONE.

“As with cocaine addicts, over time, you need more and more of that substance to get that feeling.” Jerald Block has found the same patterns of excessive usage, withdrawal, tolerance, and negative repercussions result in cases of Internet addiction as in more commonly known types of substance use. In cases like cigarette addiction and alcoholism, one is advised to abstain from smoking and drinking – simple. But where this situation gets increasingly complex is that so many rely on the Internet, not to mention it is the lifeblood of a social marketer.

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WHAT CAN YOU DO? As a social marketer, it would be unwise to abandon social media altogether, unless you are planning to abandon the job along with it. Though you can’t completely abstain from working with social media in this role, you can take steps to mitigate the damage.

• Take regular breaks throughout the day where you’re not looking at a screen. • Schedule social content whenever possible to avoid interaction too early or late in the day. When taking a vacation, unplug completely and alert your workplace that you will be unable to access work-related tools. • Utilize a browser add-on like Leechblock and change the settings to block social media when you’re out of the office. Think of it as a personal-time digital detox. • Thirty minutes of moderate physical activity has been shown to greatly reduce stress levels. Squeeze in that morning workout or lunch hour walk through the park. Experience life outside the screen.

It’s to be seen how exposure to social media will affect the brains of social marketers in years to come. The field has only emerged in the last decade, and researchers around the world are monitoring the effects on those working so closely with the medium. As for Jake Michael? “I JUST THINK THIS HEALTH ISSUE IS A KIND OF WORKPLACE HAZARD,” HE SAYS. “IT FALLS IN THE LINE OF DUTY. I CAN TRY TO BE AWAY FROM THE SCREENS BUT THE FACT OF THE MATTER IS THAT THIS IS MY JOB. THIS IS WHAT I DO. UNLESS I QUIT, THIS IS SOMETHING I JUST HAVE TO COPE WITH.” 

social mktr | JANUARY 2015

THE MAIREAD PARADE

Learn how a Manhattan-based startup’s fifteenth employee placed big value on social media when building and leading her marketing department to success. By Saba Bokhari

T’S BEEN FOUR YEARS SINCE MAIREAD RIDGE JOINED A SMALL, BUT PROMISING STARTUP IN MIDTOWN MANHATTAN. Ridge, employee number fifteen, quickly rose in the ranks to becoming the Senior Manager of Marketing. The startup, Offerpop, is a social media software-as-a-service company, and had its $15 million Series C funding round in June. The company currently employs more than 200 people with clients like Viacom, L’Oreal, and Banana Republic. A Brooklyn native, born and bred, Mairead (rhymes with “parade,” she says upon meeting new people) enjoys comedy shows and exploring the city. On nights out, you can find the 30-year-old at the buzzed-about new bar down the street, surrounded by friends new and old, or frequenting the Upright Citizens Brigade Comedy Theatre on 3rd Street. Whip-smart, witty, and humorous, you can quickly understand how she still manages to keep in touch with friends from high school, when most friendships fade away with time. If her reliable friendship is any indication of how she works, this is one employee you want to hang on to. On a typical day, Ridge takes the train to Midtown, grabs a coffee from a local café, and is seated at her Park Avenue desk by 9 AM. Her curls frame her face in a sort of “organized chaos,” not unlike the state of her desk. NEVER MESSY, NEVER SLOPPY, JUST RIGHT. Though she’s often dressed in frocks seemingly plucked right out of a ModCloth lookbook, donning the online womenswear retailer’s vintageinspired dresses with playful prints, she willingly takes advantage of one of those famed “startup perks” – the occasional sweatshirt day.

social mktr | JANUARY 2015

Offerpop’s offices are casual, relaxed, and a hub of creativity. As usual in a startup, employees wander about wearing t-shirts emblazoned with the company logo, likely from product launches or company picnics. Few, though, have the privilege to own a branded Offerpop hoodie. Reserved for the most elite employees, that is, those who’ve been there from the very beginning, the cotton marvel remains unattainable to most at the fast-growing startup – and yes, there’s a hoodie in Offerpop’s signature periwinkle blue draping Ridge’s desk chair. Many an “Offerpopper” covets the item, even inquiring as to where they, too, can acquire such a beauty. To them, Ridge says jokingly, “I EARNED THIS.”

productive content team. In the past six months alone, the startup’s marketing department has cranked out two content-heavy education programs – the Marketer’s Staycation and Holiday Marketing 365. Though Offerpop outsources their public relations, Ridge consults with the group, The Abbi Agency, weekly to increase share of voice and secure placements in publications like Forbes, Fast Company, and Entrepreneur. Ridge notes that in her short time at the startup (though considered an eternity in today’s fast-paced tech space), the social media landscape has evolved wildly. The business world is starting to understand social media and its value, moving away from the practice of isolating the role from other functions of a company.

“Social media is more than just tweeting all day.” Building a company from scratch, she admits, was not easy. The Boston University alum had to quickly put her skills to the test at the cutting-edge social media software company, ultimately becoming the Senior Manager of Marketing in March 2014. Ridge leads the marketing team at Offerpop, planning programs from webinars to special events, and creates content to share across all channels. She oversees the editorial process, and devises the strategy for a highly

“They’re starting to see the ROI of social, and how critical it is to have key personnel on your team to have relations with your audience and amplify messages. IT’S MORE THAN JUST RESPONDING TO COMPLAINTS,” she stresses, as communication strategies are developed for the influx of channels and result in greater fragmentation. A sizeable portion of Offerpop’s revenue is generated from its Facebook apps for businesses big and small. With all of the changes that

Facebook has been implementing in recent months with their bait and switch tactics – slashing organic reach in favor of a “pay-to-play” model – many marketers are wary of the platform and some companies have reduced their efforts in Facebook altogether, most notably General Motors and Nanette Lepore. Ridge, however, warns against abandoning the mega platform. “Facebook has the biggest audience. Facebook has the most sophisticated ad platform. You can get the most bang for your buck by advertising on Facebook. AS LONG AS YOUR AUDIENCE IS THERE, AND IT’S A PLACE THAT MAKES SENSE FOR YOUR BRAND, MOST MARKETERS SHOULD BE FOCUSED ON FACEBOOK.” Though she recommends that the majority of one’s budget focus on Facebook, she cautions against neglecting other channels, especially Twitter and Pinterest – “and LinkedIn, depending on if you’re B2B.”

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“SOCIAL MEDIA IS MORE THAN JUST TWEETING ALL DAY.” In this competitive job market, social marketers need more than just a basic understanding of how to slap up links to facilitate purchases. “I think great writing skills are very important,” says Ridge, “[the ideal marketer is] more or less comfortable writing things off-the-cuff, and [is] able to produce content without needing a lot of editorial assistance.” When making hiring decisions, Ridge doesn’t look for people who simply show passing interest in social media. Instead, she searches for those who are truly passionate about it and love it. “TO DO SOCIAL MEDIA WELL, YOU REALLY NEED TO ENGAGE WITH WHAT PEOPLE ARE SAYING, and really understand the medium that you’re communicating through,” says Ridge. “There are so many different channels and so much that you need to publish in a day.” Fortunately for social marketers looking to advance, Ridge foresees the role becoming more senior, as it has become increasingly critical

MAIREAD RIDGE AT OFFERPOP’S NEW YORK CITY HEADQUARTERS to marketing departments over the years. “IT’S CONTINUING TO BE A CHALLENGE FOR SOCIAL MEDIA MARKETERS TO COMMUNICATE THE VALUE OF WHAT THEY’RE DOING, AND LEVERAGE WHAT THEY’RE DOING,” Ridge explains. She says that most businesses are still in the early stages of really understanding the wealth and depth of data that can be acquired through consumer interactions on social channels. Although Ridge admits that this insight isn’t necessarily a prerogative of a social media manager, she emphasizes that “SOCIAL MARKETERS HAVE THE OPPORTUNITY TO BECOME THAT KEY PERSON TO DEVELOP SOPHISTICATED PROCESSES AROUND DATA COLLECTION AND DATA OPTIMIZATION.”

MARKETER,” she responds. She tends to hire people with some kind of writing background to do social media – “that is more important to me than analytics,” she says. This comes as no surprise from the English major who also singlehandedly started a thriving book club at her workplace. Though Ridge mentions that Google Analytics training and Excel reporting skills certainly don’t hurt, she notes that first and foremost, “you have to have creativity, vision, and ideas, and then you have to be able to track how those ideas that you implement perform, and be able to optimize them.” As her team continues to produce content for their Holiday Marketing 365 program, employees at Offerpop needn’t be worried about the outlook of the company. With Mairead Ridge at the helm, the marketing team is sure to be a powerhouse. 

As far as a marketer’s recipe for success? “IF SOMEONE CAN BE GREAT AT WRITING AND ANALYTICAL, THAT’S THE PERFECT MIX OF SKILLS FOR ANY

social mktr | JANUARY 2015

HOW-TO

DEVELOP A STRATEGY FOR Trying to extend your brand to the ever-growing social network everyone has got eyes on? Develop a strategy for this platform & crush the competition. By Saba Bokhari

PERFECT FOR PINNING ON-THE-GO

PINTEREST HAS QUICKLY BECOME A STAR IN TERMS OF SOCIAL MEDIA REFERRAL TRAFFIC.

With over 40 million active users, it’s a platform your brand cannot afford to neglect. The highly visual platform provides for heightened engagement with consumers, attracting legions of brands in the fashion, home goods and wedding industries. Learn how to create a strategy to grow your following on Pinterest and increase web traffic to your brand’s website. MAKE USE OF THE BUILT-IN ANALYTICS IN PINTEREST FOR BUSINESS ACCOUNTS.

Though extending to Pinterest can be highly successful, know that it requires time and effort to upkeep. Set your objectives early on to better plan your content. What’s your primary purpose for taking your brand to Pinterest? Do you want to increase website visits? Want to grow your following? Want to drive sales? Know this upfront.

We recommend the newer Pinterest for Business accounts instead of a standard account because you’ll have access to Pinterest’s own analytics, including average daily impressions, average daily viewers, average monthly viewers, and so on. Basically, free (yes, free) marketing gold – you don’t have to crunch the numbers, and your CMO will be sufficiently impressed. It’s a win-win.

social mktr | JANUARY 2015

SEO TIPS Those “punny” board names are amusing, but to start with, name your boards clearly and take into account the concept of search engine optimization. Instead of naming your board “Sippin’ the Days Away,” create a board called “Fruity Cocktails.” The more descriptive the board name, the better if you’re in a quest to be found through search!

PHOTO CREDIT ON PAGE 24

FIRST THINGS FIRST: KNOW YOUR OBJECTIVES FOR LAUNCHING A NEW PLATFORM.

TO START, CREATE 8-10 BOARDS WITH A 2:1 RATIO OF BRANDED CONTENT TO “LIGHTER” CONTENT. Determine the type of content that suits the lifestyle of your brand. For instance, pins relating to food and travel perform spectacularly for fashion brands on Pinterest, so you might want to create those boards to build up a following. If your objective was to increase traffic, test out boards featuring your brand’s blog posts, infographics, or your products. Exercise caution and avoid only pinning your products. Respect other users – don’t push your brand’s products 24/7. Instead, develop a relationship with your followers, and avoid becoming a tacky salesman. PINTEREST IS WELCOMINGLY LOWMAINTENANCE COMPARED TO OTHER NETWORKS, BUT FEED THE BEAST REGULARLY. Take 15-30 minutes out of the day to find 1 or 2 pins for each of your boards (you can bump that up as you see fit). The key here is that strong visual content performs especially well on this platform: bright, powerful colors and high-definition images that provoke sharing - Pinterest’s founding purpose. To get a better idea of what kind of content is the most popular and “pin-worthy,” Pinterest expert Anna Bennett of White Glove Media, a social media marketing agency in Vancouver speacializing in Pinterest, suggests that newbies visit the “Popular” category on the site, showing real-time trending pins.

QUICK STATS    

Roughly a quarter of Pinterest users use it at least once daily 80% of Pinterest users are women The most effective size for pins is 736 x 1128 The best times to pin are between 2 PM – 4 PM & 8 PM – 1 AM

GET THE WORD OUT. So – how will your audience know you’re on Pinterest? Include a button in your email newsletters, feature a link to your brand’s Pinterest profile beside your other social network links on your website, feature “Pin It” buttons on blog posts to make it easy for your reader to quickly share your work, and make sure all of your product pages are pinnable. Pinterest is the biggest driver to ecommerce sites among any of the social networks*, and you definitely want your product to be on users’ “Must Have This Now” boards. IDENTIFY KEY SUCCESS METRICS EARLY ON. Keep your eye on metrics like followers per board and overall followers, monthly traffic to your blog using Google Analytics, and best performing content. This reporting can provide insight not only to what

kind of content your audience likes to read most, but also can identify trends in terms of most coveted prints, best colors, and most loved designs. Show your boss that you’re actually gathering some useful data.

ENGAGE WITH RELEVANT USERS AND INFLUENCERS. Make use of that giant search bar and search terms related to your business. If you’re a beauty brand, find the most repinned pinners and influencers in the space such as beauty bloggers, makeup artists, and YouTube beauty gurus. Follow them, and create a list of the relevant influencers. Interact with select pinners on the list once daily by repinning their pins or commenting on their content. AND OF COURSE, DON’T FORGET COMPETITOR ANALYSIS. See how others in your space use Pinterest. Gather some inspiration – hey, it’s not cheating, it’s just … moving a little quicker. 

DON’T “BINGE” POST. Take time to build up your boards with relevant content, and space out your pins to avoid flooding feeds. Set 30 minute intervals in between each pin. This is made easy with Pinterest content schedulers such as ViralTag, used by brands such as Nanette Lepore and Estee Lauder.

social mktr | JANUARY 2015

CREDITS COVER PHOTO BY FLORIAN KLAUER

PAGE 26 TWITTER BRAND ASSETS COURTESY OF TWITTER

PAGE 6 PHOTO BY JEFF SHELDON

FACEBOOK BRAND ASSETS COURTESY OF FACEBOOK

PAGE 8 (FROM TOP) PHOTOS BY SABA BOKHARI, @LINDSEYLEIN, @DEATHTOSTOCK

PINTEREST BRAND ASSETS COURTESY OF PINTEREST LINKEDIN BRAND ASSETS COURTESY OF LINKEDIN

PAGE 11 PHOTOS BY SABA BOKHARI

TUMBLR BRAND ASSETS COURTESY OF TUMBLR

PAGE 12 PHOTOS BY DANIEL YU, @SARAKHANOV, @ LYR_ICA, @ALLI_SUNRISE, @ANINDYAGUPTA, @ SIMONESAVO

VINE BRAND ASSETS COURTESY OF TWITTER SNAPCHAT BRAND ASSETS COURTESY OF SNAPCHAT

PAGE 13 PHOTO BY SUREPAYROLL.COM PAGE 17 PHOTO BY VOLKAN OLMEZ PAGE 19 PHOTO BY GRATISOGRAPHY PAGE 21 PHOTO BY SABA BOKHARI PAGE 22 PINTEREST BRAND ASSETS COURTESY OF PINTEREST

 

social mktr | JANUARY 2015

DO’S AND DON’TS

Social Do’s & Don’ts Don’t commit a social faux-pas. Keep this little guide on hand to help you navigate the potentially tumultuous seas of social. By Saba Bokhari

DO make 33% of your outgoing tweets replies to other users

post a racist joke to promote your brand ... DAVE & BUSTERS

use sponsored posts to promote sales and events. HELLO, AFFORDABLE TARGETING.

rely on organic reach to spread your messages. IT’S PAY TO PLAY NOW.

be very specific about your boards AND SEGMENT THEM. “Autumn Knits” instead of “Fashion.”

post blurry, small images. This platform is ALL ABOUT THE VISUALS.

highlight your COMPANY CULTURE with a company page

use it strictly to blast PRESS RELEASES

take advantage of “fandom” culture. GIFS, GIFS EVERYWHERE.

use it for your company blog. You’re better off using SELF-HOSTED WORDPRESS.

find your niche and create FUNNY & ENTERTAINING CONTENT

CONSUMERS DON’T “LIKE” DECEPTION.

understand this audience. Before plunging, DETERMINE IF THIS IS ACTUALLY WORTH YOUR TIME.

DON’T

social mktr | JANUARY 2015

conceal partnerships with influencers.

inundate your friends with endless promotions. BE COOL, GUYS.

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