Behind the Scenes of the DPS Pinterest Strategy: Case Study

A couple of weeks ago, I was asked if I wanted to set up and manage the Pinterest account for Digital Photography School. Within a week, we had launched, and Darren explained his take on the process in this case study.

So far, the account has nearly 5000 followers. We have been getting a lot of great feedback and have noticed a lot of people signing up just to follow us. We’ve tapped into something amazing in the DPS community and I believe that a lot of the success is to do with our approach.

In this case study, I’ll be talking about how we went against common advice for bloggers when it comes to setting up a Pinterest account. It may get a bit geeky when it comes to the marketing strategies, but trust me: your blog will be better for it.

Pinterest foundations

I’ve been interning for The Village Agency for some time now, with a strong focus on Pinterest. We noticed two behaviours that were being repeated across various brands:

• People follow boards, not accounts.


• People don’t just want pretty images. They want context.

This is because of a concept called the interest graph.

The interest graph

Many bloggers have a presence on sites like Facebook and Twitter. Most people do this because they want to know others on theses networks and socialize with them in some capacity. People follow information based on their interests, but their behaviour is mostly social.

The interest graph shows when people are connected by common interests. The social element takes a backseat at this point—people want to find information that is relevant to their interests.

This is where a lot of bloggers mess it up.

A lot of people hear about the traffic potential of Pinterest and start pinning their content. An example is the Problogging board by David Risley. This board is based around the interest of the blogger, not of the people in the Pinterest ecosystem. This means that David will get traffic from people that visit his account, but the conversation will end there. People are unlikely to repin that content—and the action of repinning is what makes your content go viral on this network.

Note: I have to commend David for actually having a Pinterest account. You can’t learn anything unless you experiment!

What does this mean for bloggers?

This means that people don’t want your Pinterest account to be an extension of your blog. As Darren pointed out with his case study, people are already pinning your content.

If you really want to develop a strong Pinterest presence, you need to curate pinboards based around the interests of your readers. This is especially relevant for those outside of the popular niches on Pinterest.

How we did this

We developed a series of boards based around the common topics on Digital Photography School, such as lighting, portraits, and composition. I went through the archives, and looked at the ebook topics on the resources page, and came up with a rough list of 25 boards. I then set about finding content for those boards.

I started noticing patterns and trends while I was creating the boards. I noticed that other users had created boards based on certain types of lighting or certain technical aspects of photography. I knew that I had to narrow down the focus of certain boards to really tap into the interest graphs for these users.

Sites such as DPS and Problogger are authority sites. They are known for containing a lot of content on a wide range of topics that are important to the fields they cover. This is part of the appeal of these sites.

Most bloggers—and photographers—however, are specialists. They are interested in general trends affecting their community, but are focused on very specific information that affects their niche. This means that people don’t just want information on taking photos of people. They want to know how to take photos of newborns, children, families, and seniors. They want ideas for specific types of lighting or poses. We created specific boards targeted towards these interests and have gained a lot of traction from that effort. We now have twice three times as many boards as we originally planned.

We took this idea one step further

Within hours of launching we had over 1000 followers, but I felt like we were missing something. We were collecting a lot of solid information about digital photography and had been grouping it into categories. This information was great for existing photographers, but … then I realized what we were missing.

Newbie photographers, such as myself, would have been overwhelmed by the myriad of boards. I still use my camera as a point-and-shoot tool. Imagine if my first exposure to the DPS brand was the Pinterest account! I may have been too overwhelmed to check out the site and see the fantastic resources in the Beginners section.

Tweaking the strategy

I might be brilliant at social media but, as I say, I use my DSLR as a glorified point-and-shoot snaps. I´ve had it for four years and only have a vague ideas about what the buttons do. I decided to set up a board covering the basics, but even then, I found the information to be overwhelming.

Photography has a steep learning curve for the newbie. That is where resources like Digital Photography School come in. So what if I structured some of the boards like they were lessons? I could use the description area to create additional context and tell people what board they should visit to get their next “lesson.”

We set up a board called DSLR basics. The next four boards focused on elements of a concept called the “exposure triangle.” The first board focused on why exposure was important. The following boards were dedicated to each part of the triangle. I linked to relevant blog posts in the description.

The first board in the “series” said:

Learning exposure is the first step you should take when it comes to understandind photography. Read our tutorial on the exposure triangle: http://bit.ly/1N3I In the following boards, we talk about the 3 parts of the triangle: ISO, aperture, and shutter speed.

The following boards contained a brief line about why that concept was important.

We have only just started experimenting with this technique, so we don’t have much data about whether or not people are responding to this. We are giving away space above the fold to boards that, visually, aren’t as interesting as some others we’ve created. But we’re hoping it pays off.

This is where bloggers can really stand out: give people a reason to visit your Pinterest account other than to check out images. Create a destination. It’s risky and requires a lot of work, but it has the potential to send a massive amount of targeted traffic to your blog.

How can you apply this to your blog?

The first step most people take is to set up their own Pinterest account and start pinning images. If your main goal is to get traffic, you should focus on creating prettier images on your own blog first.

There are a number of ways you can do this:

• Increase the number of images in blog posts. This gives people multiple pictures to choose from when pinning a post.


• Hunt for incredible images on Flickr. This post by Skellie gives details about how to do this.


• Include a portrait-oriented image later in the post. Landscape-oriented images work better to grab attention on a blog post, but the portrait image suits the pinboards better.

I also recommend that bloggers create a Pinterest account for themselves to experiment with before creating one for their blog. You don’t have to do this, but it will give you the chance to understand Pinterest a bit more before making a big commitment.

Creating your own Pinterest account

Many pinterest newbies start by pinning pretty things. That´s what all the “experts” recommend you do. I’ve noticed, though, that having a nice image is just one part of Pinterest success. The second is telling people why they should click through to read the article connected to the pin.

This is incredibly easy and will make you stand out as an authority. Sometimes you will need to read the article to add context, but often the headline will suffice.

Importantly, once an image has been repinned, you lose control over the conversation. It will get shared and, often, the text will get edited. Adding information means that people will have an additional reason to categorize it according to their interests. It also helps people discover your pins via the network’s search tool.

What do I do with the account?

Having a Pinterest account isn’t enough—you also have to give people a reason to click through to check out your boards. Here are some suggestions to tie it your Pinterest account to your blog:

• Link to relevant boards when discussing issues in your blog posts. This is a great way to give more information without sharing a bunch of links.


• Create a Pinterest landing page on your blog. This is like a Twitter landing page—it’s where you talk about why your blog is relevant to those who have clicked over from Pinterest. You can see our example for DPS here. I’ve also created one for my marketing client at The Village Agency.

How do I drive traffic to the account?

Some of the comments on Darren’s earlier Pinterest experiment post suggested that we achieved a lot of success because of the strength of the brand name. This was part of it. But interestingly, there was a lot of traction before we publicly launched the account.

Something that, I believe, will really grow the account is the way Darren is involving the community in the growth of the account. Look at the questions Darren asked in the launch post:

• If there’s a topic you’d like to see us develop a board for, please suggest it in the comments below.

• If you have a photography board of your own, please let us know about it in the comments below—we’ll be following as many as we can and repinning the best of the best from our community.

Here’s why this step was important.

The fan cycle

I’m a huge fan of word of mouth and how it can help bloggers spread their message.

I discovered this concept called Cycle of a Fan which shows how a person can go from introduction to ownership. This can also apply to Pinterest accounts.

People naturally want to share something that they feel that they are a part of or have contributed to. This step allows us to engage with the DPS readers and, even better, gives us valuable information about how we can improve.

• have created several new boards based on reader feedback


• are following many of the boards of people following us


• are planning new boards once we’ve gotten through this launch period

We can then use the information from these boards to influence the content at the blog.

Over to you

We’ve had an incredibly busy couple of weeks since we launched the DPS Pinterest account. It has been a constant process of refining and tweaking the strategy.

I’d love to hear any feedback you may have—or any questions! What are you biggest problems related to creating a Pinterest presence for your blog?

Originally at: Blog Tips at ProBlogger

Behind the Scenes of the DPS Pinterest Strategy: Case Study

Kodak’s Social Media Success—and What Bloggers Can Learn From It

This guest post is by Ricky of www.wickedleo.com.

With an active Facebook page, three corporate blogs, a couple of Twitter accounts, a YouTube channel, a Flickr profile and more, Kodak seems to be smiling pretty much all over the social media arena.

And no, it’s not just for the sake of social media presence alone. Kodak is, literally and figuratively, swimming and sailing in social media space—replying swiftly to users’ tweets, creating polls, seeking suggestions, organizing contests, uploading viral videos, and more.

The social media success of this company can be attributed to the fact that Kodak’s SMM is a well-thought strategy, and not a bunch of loosely tied tactics—something that anyone with a brand should seek to emulate.

As Jeffrey Hayzlett, Chief Media office and Vice President at Kodak puts it, the company has specially appointed energetic individuals all across to achieve “4 Es of Kodak”: Engage, Educate, Excite and Evangelize. I must say that I was quite surprised to read that the company has a professional Chief Listening Officer (CLO). The CLO, as Hayzlett disclosed in this interview, monitors all the social media outlets to hunt for conversations involving Kodak so that they can be addressed, assisted, and enriched by the media evangelists later on:

“In fact, we’ve just put in a chief listening officer who acts like an air traffic controller… who listens to the conversations that are going online because I can’t be online every second, every minute (although a lot of people think I am). But it gives us an opportunity to listen to the conversations and route those to sales people, route those to customer service or get them fixed or just say ‘thanks’.”

It seems that Kodak has plunged into the social sector with a no-nonsense approach. You might call Kodak’s earnest commitment to be all over the online space to be the company’s “secret to social media success.” Here’s what Tom Hoehn, Director of Interactive Marketing and Convergence Media, has to say about Kodak’s social media strategy:

“From the consumer side our products are all about enabling people’s self expression, telling the stories of their lives … On the commercial side it is about making connections to get people answers to questions they may have about our products and services. We have embraced social media for some time now. Our blog launched in September of 2006 and our Facebook, Twitter, and YouTube presences followed in early 2008. We love what social media is doing for our business.”

Kodak’s personal interactivity

Another thing that separates Kodak’s social media strategy from the rest is the fact that it lets the real Kodak people talk online. Obviously, the logo does not do the talking for other brands, but with Kodak, it’s explicitly the person talking.

As mentioned above, the company runs a couple of Twitter profiles: @KodakCB, @KodakChallenge. @JeffreyHayzlett, @KodakCL, @KodakCameras, and @TomHoehn.

Here’s an example of the kind of interaction these representatives encourage on social media:

Kodak’s Chief Listener’s Twitter account features her actual photo and a small Kodak logo below that. And in all the conversations, she maintains a tone that’s light and personal. Jeffrey Hayzlett also uses a rather easy tone in his feeds. This strategy helps the company in two ways:

• The customers are assured that they are not talking to the company’s logo.


• Using a gentle tone can help to calm down upset customers if needed.

The Ripcurl strategy

Convergence Ripcurl is the winning social media strategy at Kodak. The driving forces behind this model this have been Tom Hoehn (Interactive Marketing director) and Jenny Cisney (Social Media Manager and Chief Blogger). The duo describes Ripcurl to be their “path to participation” in the social space. Here’s what Tom Hoehn has to say about the concept officially called Kodak Convergence Media Ripcurl [PDF]:

“You will note the words, Twitter, blog, Facebook, YouTube, etc. do not appear anywhere on this graphic. It isn’t about the tools it is about connecting with our customers. This helps people within Kodak understand the opportunity at hand without getting caught up in jargon … Our proactive (speaking) activities are influenced and informed by our reactive (listening) efforts. When we do it right we will see a variety of results. When we get it wrong, well, we try again and keep moving forward.”

How do Kodak’s blogs fit?

Kodak runs three corporate blogs:

• A Thousand Words, a lively blog on how Kodak employees think about imaging and photography in their personal lives. The stories cover a rainbow of topics, but with photography as the focus.


• Plugged in, an instructive resource on Kodak’s products and services, announcements, reviews etc.


• Grow your Biz, an insightful place presenting the experiences of all those who have a passion for print and communication.

In Kodak’s Social Media Guide, Jeffrey Hayzlett explains how these three corporate blogs helped the company:

“The blogs start conversations as I mentioned before, and they also have a direct positive impact on Kodak’s search engine rankings. In addition, Kodak receives more than 11,000 mentions in other authors’ blogs every month in the form of product reviews, opinions on products, rants, fan mail and more. We directly participate in many of these conversations to ensure our customers know we’re listening and to share answers and additional insights.”

As with the other social media channels used by the company, Kodak’s blogs are kept brimming with energy and enthusiasm. For instance, back in 2009, they posted a contest on the official blog which asked people to email a snapshot (theirs or their family’s) to the company. On being selected (and with the person’s consent), the snapshot appeared six times on Kodak’s screen in TS from 31st December, 2009 to 31st January, 2010. Going by the comments that appeared on the Kodak blog, it seems to have been a successful move.

This strategy isn’t just about creating a couple of social media profiles—it’s about keeping the ball rolling, and Kodak is really smart at that! The company knows precisely how to trigger interest, how to maintain that level of interest, and how to keep it growing.

Kodak has also successfully used this strategy to generate worthy ideas from its end-users. For instance, Kodak found that its customers were fuming over its latest launch named “Zi8 Pocket Video Camcorder”. With a little more research, the company found that a majority of people liked the product per se, but they didn’t quite like the name. The company immediately responded by throwing open a virtual contest that required followers to suggest a good name for the next Kodak pocket camera, which was ultimately named the Kodak Playsport.

And as Jeffrey sums it up:

“It’s all about bringing people together around shared interests and reaching them in way that’s meaningful and memorable … I strongly believe that if you get involved in social media, it will grow your brand, strengthen the connection between you and your customers and keep you grounded and aware of what people really think about your company. It’s well worth the time invested.”

So, if you are ready to take the plunge and are on the look-out for a starters’ guide to social media, take a look at Kodak’s Social Media Guide. If it has worked for this massive brand, there is no reason why it won’t for you!

Ricky is a technophile & a zealous blogger & evangelist for www.wickedleo.com. He has a strong impulse to spread bits of web tech & Internet Marketing wisdom that he picks from his own personal experiences.

Originally at: Blog Tips at ProBlogger

Kodak’s Social Media Success—and What Bloggers Can Learn From It

How One Online Food Retailer Increased E-commerce Sales By 70% In Key Regions

LaTienda is an award-winning, family-owned business supporting artisanal firms in Spain. The firm works with small family-run businesses, many of which are dedicated to centuries-old food-making traditions. 



With warehouses in Williamsburg, Virginia and Alicante, Spain, the company ships hundreds of thousands of orders throughout the United States, Canada and Europe.

LaTienda’s brand equity is built on its fundamental commitment to the customer experience. They guarantee a positive experience for its customers – quality products delivered in excellent condition, or they will replace or refund the purchase. 



Overall, they had been seeing great success with their online orders, though they wanted to continue looking for opportunities to grow sales. To assist with this, they worked with WebStrategies, located nearby in Virginia. 

They knew that a key product category in particular required more expensive shipping methods if it was too far from LaTienda’s Virginia warehouse. Their challenge was to understand the impact on sales of varying shipping rates for this subset of products. 

LaTienda grouped visitors into two regions: Region A visitors were close enough to the warehouse to always get reasonable shipping costs. Region B visitors were everywhere else, and had to use a more expensive shipping method for the key product category.

WebStrategies wanted to measure the impact on sales whenever one of the key products was placed in the cart. To measure this, they installed Event Tracking to the “Add To Cart” buttons on every product page. 

They then used Advanced Segments Custom Reports to separate visitors in Region A from Region B, and drilled down to view performance by product category. Sure enough, visitors from Region B were found to be 48% less likely to purchase if they placed an item from the key product category in their cart, which raised total shipping costs. 

To combat this effect, LaTienda.com implemented a less expensive, flat rate shipping model in region B and monitored sales. After the test, the rate at which Region B visitors completed the shopping cart were found to have increased by nearly 70%.

Just to be sure, they checked to see if there was a similar increase in conversion rate for Region A visitors, and found that it did not fluctuate more than 3.4% over the same time period. The analysis confirmed that product shipping rates greatly impacted shopping cart behavior, and used data to measure the results of a key business decision. 

Check out the full case study as a PDF download, and see additional success stories in our analytics case studies and success stories section.



Posted by the Google Analytics Team

How WBC Used Advanced Segments To Boost E-commerce Conversion Rate By More Than 12%

Established in 1989, WBC is the UK’s largest supplier of hamper, deli and drinks packaging to independent retailers. As the website is the company’s main business generation tool, it is essential that it promote their range of 850 products in the most attractive and accessible way possible. 

With a view to redesigning their e-commerce site and increasing the number of sales it generates, WBC was keen to understand how web traffic interacted with the site, and where potential improvements could be made.

Following an audit of their implementation, WBC’s search engine marketing agency, Periscopix, began tracking micro-conversions such as brochure downloads and crucial interaction data like on-site search tracking. Using advanced segmentation, they found that a high conversion rate for loyal customers was hiding a very low conversion rate for users completely new to WBC.

Aesthetically, the changes Periscopix proposed were subtle and focussed on two main areas: showcasing the range of products stocked by WBC and imposing a sense of authority in the marketplace. Using Google Analytics, Periscopix identified WBC’s most popular products. These were given prominence in the center of the homepage. The previously under-utilised right-hand side was optimised to feature media that previously had been hidden deeper in the site.

Periscopix ran an A/B test on the homepage for three months. This resulted in a 2.2% increase in homepage engagement and a boost to the e-commerce conversion rate by 12.2%. WBC have now committed to redesigning the website, with the homepage variation proposed by Periscopix forming the cornerstone of this new structure. 

Read the entire WBC case study and see additional success stories in our analytics case studies and success stories section.

Posted by the Google Analytics Team

With over 940,000 followers, H&M captivates Google+ users with exclusive content

When H&M produces hot new collections, the Swedish fashion retailer knows just how to get the word out. With around 2,500 stores spread across 44 markets, not only does the company engage in traditional forms of marketing, but also integrates its social media with other communication activities. An early adopter of Google+, today H&M has more fans on the platform than any other retail brand – over 940,000 followers.



Unique, exclusive content wins followers

Instead of replicating the experience of shopping in the store or on the website, their page supplies a steady stream of interactive content tailored specifically to the Google+ audience. H&M publishes unique coverage, including a captivating range of exclusive collection previews, contests and behind the scenes footage, such as a Vogue editor preparing for an H&M photo shoot. Their most popular posts are the ones for their top collections with Beckham, Versace and Marni.



Using ripples to understand trendsetting

H&M has a very high rate of shared posts. Their team can “View Ripples” to see who has shared content and what has been said. In this way, the ripples feature lets H&M see how posts spread across Google+, who’s sharing and resharing the content and whose opinions matter. The feature can be used to identify influencers and see how communities form around content. The larger the circles in ripples, the larger the reach they might have.


Social extensions to integrate their social strategy into search

Another feature H&M uses are social extensions in its AdWords advertising. Social extensions help the company obtain a higher number of brand recommendations, +1’s and direct traffic to their Google+ page, effectively increasing their number of followers by doing so. On average H&M has achieved a 22% CTR uplift on all their AdWords campaigns thanks to implementing social extensions.



It’s all adding up...



All of this has contributed in great levels of engagement from fans with the following results so far: 

• Average number of +1’s per post: 72 


• Average number of reshares per post: 11 


• Average number of comments per post: 22

To learn more about H&M’s inspirational example, read the full case study here.



Posted by Natalia Cano, PMM Google+ for Businesses