Many brands, especially those with e-commerce sites, have welcomed a Pinterest presence (and its 10 million+ users) into the fold of their marketing programs since the site exploded onto the social marketing scene last spring. And with Facebook Pages continuing to be a primary focus for many companies, it’s a logical step for them to cross-promote to both sets of fans and followers.
How have brands integrated these two platforms? Savvy brands have tied Pinterest and Facebook together to promote contests and content to both sets of fans and followers. Here are three examples:
Integration #1: Direct Pinterest ‘Pin It’ from Facebook
Four Seasons Hotel Boston created an e-cookbook to celebrate Executive Chef Brooke Vosika’s 30th anniversary with the company. Using Shoutlet Social Canvas™, the hotel designed and published one Facebook app that included more than 40 interior pages, each featuring one of Chef Vosika’s signature recipes.
Each interior page includes a Pin it button, giving Facebook user the chance to pin the recipe on Pinterest.
Integration #2: Pinterest and Facebook Promotions
Norwegian Cruise Line launched a promotion that asked users to pin images to a Pinterest board titled “My Dream Cruise on Norwegian.” It used Twitter and a Facebook app to gather entries and promote the contest, which was designed in Shoutlet Social Canvas.
The app included instructions on how to participate and enter, as well as two buttons to click through – one led users to Pinterest.com to create a board, and one led to a second Shoutlet design page that included a sign up web app to collect the entrants’ information. It also included a Facebook comments plug-in that encouraged fans to also share their Pinterest board URLs in the comments for other visitors to view.
The August 2012 resulted in a jump in Pinterest followers from 900 to 2,600 during the contest and a total of 635 entries (530 of those entries were via its Facebook app). The hashtag #NorwegiansPinToWin generated 248 total tweets with approximately 428,531 impressions and a reach of 79,938.
Integration #3: Introduce a Pinterest Component to an Existing Campaign
National restaurant chain HuHot Mongolian Grill hosts an annual “How Do You HuHot?” recipe contest where fans submit their favorite grill creations. A winner from each franchise is selected, and those winners compete nationally.
Using the Shoutlet contest platform, HuHot created a contest that was published to the HuHot corporate Facebook page, as well as franchisee pages and on its website. It also used Shoutlet to send posts simultaneously to both the corporate Facebook page and local franchise pages promoting the campaign.
This year, HuHot incorporated Pinterest with a board dedicated to the recipe contest, which highlighted prizes, provided the opportunity to enter, and see past winners.
Pinterest for Business
With the recent announcement that Pinterest launched business accounts, it’s clear it is making a deliberate effort to make the platform friendly to businesses. Its verified accounts and new Pinterest for Business marketing resource page, which includes case studies and marketing advice for brands, are evidence of this. This is an active step in taking ‘pinning’ from browsing to purchasing, resulting in tangible financial value for a brand.
Converting to a business account (which is simple) will give users direct access to your official, verified Pinterest account from any Facebook integration you create. In addition to the new Pinterest for business pages, the site also updated its guidelines and terms. A few of these to keep in mind as you’re integrating Pinterest and Facebook promotions:
- Don’t imply that Pinterest has endorsed your contest. You can use the Pinterest name and logo within its brand guidelines, but craft the name of the contest or promotion to make it clear Pinterest isn’t sponosring the campaign.
- Pinterest asks that contests do not grant users entries for each pin, repin, or like. Go for a quality pins over quantity to help enrich the experiences for all pinners, not just the contest participants. Plus, asking users to repin frequently might get your content via their pins flagged as spam.
- Follow the keep-it-simple rule. Like contests on Facebook and other networks, the more clear-cut requirements are, the better the experience will be for customers. Align the prize with the amount of effort required to maximize participation.
Have you seen additional examples of brands cleverly using Pinterest and Facebook in tandem? Tell us in the comments.