Organizations now realize the growing power of Pinterest. According to a 2012 study by Bottica.com, Pinterest generates twice the revenue as Facebook, influences 10% of purchases and drives more new users than Facebook.
On the forefront of leveraging this power is Erica Campbell, director of social media at Homes.com. Campbell will participate in the session, “Pin for Success: How to Engage Your Audience with Pinterest” at PR News’ Big Three Digital PR Conference, set for April 18 in New York City. Campbell recently spoke to PR News about Pinterest's success and the key metrics for the social platform.
PR News: What kind of results have you seen with Pinterest at Homes.com, and what are some important KPIs for Pinterest?
Erica Campbell: For our "Spring Into The Dream" blogger outreach Pinterest contest, which ran in May 2012, bloggers were asked to create a blog post and Pinterest board detailing Spring Into The Dream ideas to their readers. The winner received $500, plus an additional $500 to award one of their readers for their best Spring Into the Dream Pinterest board. This resulted in 470 pins, 140 pinboards and increased traffic to the Homes blog and website through pins and repins.
Our Spring Into the Dream Closet Makeover contest is [now] running via Pinterest, Facebook and our blog, and those metrics will be available leading up to the Big 3 Conference. As far as KPIs, we track website traffic, referral traffic, page views, site searches, leads, unique visits and quite a few more.
PR News: How have you integrated Pinterest with other outreach platforms?
Campbell: Every Pinterest contest we run, we cross promote on our blog and other social media channels such as Instagram, Twitter, Facebook and Google+. Our current contest is an integrated campaign where we're asking users to visit our Facebook page for our daily theme. Each day we release a new theme and ask consumers to visit the Homes.com blog and search for their favorite tip or trick in that theme. Users who pin the content and use the hashtag #SpringIntoTheDream in the pin and description are eligible to win.
In the past, we have also integrated our contest with blogger outreach and InLinkz to have a Linky Party. Additionally, we have integrated the Pin It button on our blog and website as well as installing a Pinterest app on our Facebook business page.
PR News: Name another brand on Pinterest that you follow and try to emulate, and why?
Campbell: We find inspiration from lifestyle and editorial brands such as Better Homes and Gardens, HGTV, and Real Simple Magazine. Visually stimulating content really inspires us. We like content that showcases how our products and services fit into the lifestyle of our target audience. We also look to brands in technology, fashion, automotive and other vertical [markets]. Other favorites are Contiki, Mashable, Nordstrom and Red Bull.
PR News: What's one thing you'll impart to the audience at the Big 3 Conference?
Campbell: One of my main points will be that Pinterest requires the investment of time in order to reap ROI rewards, traffic and conversion.
Learn from other top communicators from leading brands such as Hard Rock International, U-Haul and Zumba Fitness at PR News' Big Three Digital PR Conference, set for April 18 in New York City.
Follow Scott Van Camp: @svancamp01