Gini Dietrich

Livefyre Q&A with Beth Hayden, Author Pinfluence

By: Gini Dietrich | November 20, 2012 | 

I am SUPER excited about today’s Livefyre author Q&A.

Why, you ask?

Because I LOVE Pinterest and she’s written the book on how to use the social network from a business perspective.

Beth Hayden is the author of Pinfluence: The Complete Guide to Marketing Your Business with Pinterest.


We’ve talked here about how Pinterest has helped some of our clients increase revenue by focusing solely on the social network. Of course, the clients it’s most effective with are those who sell something really cool online (i.e. clothes and food), but I’ve also noticed significant traffic to Spin Sucks from the site. Significant enough that people spend nearly five times as long reading content here than they do when they come from any other site.

It’s pretty amazing how well it works.

And now Beth will be here to answer your questions about using it to raise awareness for your brand, product, or service, drive to your website or blog, and connect with current and potential customers.

Today’s Chat

At noon ET (that’s 11:00 CT, 10:00 MT, and 9:00 PT for those of you who can’t do time zones), Beth is going to be hanging out in the comments so you can ask her anything and everything about the book, how to use Pinterest for B2B, how to measure your efforts, and any cool tips or tricks she’s learned along the way.

In order to participate, all you have to do is:

  • Make sure you have a Livefyre account or be ready to sign in with one of your social networks.
  • Set a reminder for noon ET today.
  • Buy, or download, the book so you are prepared to have a lively discussion.
  • Create a list of questions to ask Beth about the book, what it’s like writing for Copyblogger, and whether or not she’ll share her Pinterest goodies.
  • Come back here, scroll to the bottom, and write a comment in the form of a question. As soon as you hit “post comment,” Beth will see it and reply to you. You can even join the conversation around questions others are asking, if you like.

We’ll be here for an hour so you can join us the entire time or step in and out between noon and 1:00. It’s entirely up to you; just make sure you’re here before 12:59.

Win a Copy

Those of you who participate in today’s chat (even if you’re late to the party, but not if you’re an Arment Dietrich employee) will be entered in a random drawing for a free copy of the book.

We bought two copies and will give them both away! But you have to participate to be entered in the drawing. Otherwise I won’t know you were here.

Get ready with your questions and join the conversation. And don’t fear! If you missed the live portion of this, we’ll keep the drawing open until the end of the day so you still have time to get in your questions.

Former Guests and Who’s Next

For former guests, check out Margie ClaymanSarah Robinson, and Mark Story.

I haven’t yet determined our December guest or date. We normally do it on the third Wednesday of the month, but the holidays are really screwing us up this year.

Stay tuned for more information about who’s next.

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

Spin Sucks in Your Inbox

137 responses to “Livefyre Q&A with Beth Hayden, Author Pinfluence”

  1. rdopping says:

    What’s Pinterest? Have fun and thanks for letting me back in.

  2. belllindsay says:

    Dang. I thought I was a shoe in for the giveaway. 😉

  3. katskrieger says:

    Oh boo. We’re having a potluck then. I’ll swing back by to read up all the lovely tips.  🙂

  4. ginidietrich says:

    @bethjhayden I can’t wait! People think I need Pinterest rehab

  5. HowieG says:

    I can’t make that time slot boohoo! I run a Pinterest age for a client. In some ways I love the interface and how visual it is. In other ways as with all social networks curation over time is a big problem even with the board categories. I find the best way to get your pins seen isn’t on Pinterest but by cross posting on Twitter, Facebook, Tumblr. Otherwise they can easily get buried. And the analytics they offer is zero (though did you say you can get them somehow?) would be great to get a views, clicks, shares by month breakdown.

    • @HowieG Analytics? Just make up a bunch of numbers and throw them on a spreadsheet. Everyone knows that there are only 27.3 people on the Internet and two of them are actually Chocolate Labs.

    • ginidietrich says:

      @HowieG There is a site called Pinerly that tracks analytics. You have to set it up with campaigns, but it works pretty well. And, of course, Google analytics tell you a lot about what you need to know, particularly if you have ecommerce.

  6. bethhayden says:

    Hi, everyone! Just testing out Livefyre and making sure everything is good to go! Can’t wait to chat with you all and answer your questions in just a few minutes! Thanks, @ginidietrich, for inviting me! 🙂

  7. ginidietrich says:

    Hi @bethhayden ! It’s time!

  8. I must be the last person on the planet to hear of Pinfluence, so I’ll go easy on the Qs and eavesdrop on the As

  9. I come out of traditional advertising… being laughable is our new stock in trade 🙂

  10. ginidietrich says:

    I’ll start us off with a question. As you know, we’ve had really good luck using Pinterest for our clients who sell something online. And it drives a good amount of traffic right here. But what should we be doing for the blog to increase the benefits of using Pinterest? I post every blog post on my Spin Sucks board, but that’s about it.

  11. bethhayden says:

    While we’re waiting for more questions, let me share a cool tip. You can see what people are pinning from your website (this is the Spin Sucks example):
    Just type into your web address bar “[]  – don’t forget to drop the www when you put your domain name at the end.

  12. belllindsay says:

    Can you share some examples of who YOU think are really doing a great job using Pinterest in their marketing….?

    • bethhayden says:

      @belllindsay I love what Whole Foods is doing. And PediaStaff has an incredible community on Pinterest. They are both being really smart. Sony Electronics is trying to tap into the guy market, and I think they’re doing a good job, too. If you transfer your personal Pinterest account over into a business account, you can get access to some cool case studies, too. Worth checking out.

      • belllindsay says:

        @bethhayden But is it simply “sharing the latest” – because I personally find Pinterest a more ‘quiet’ social space. I’m curious as to how they build community…?

      • ginidietrich says:

        @bethhayden  @belllindsay Wait. If you transfer your personal account to business, you have access to case studies? What if you don’t want to transfer you entire personal account? For instance, I do a TON of personal pinning mixed with business stuff. I wouldn’t want my recipes to move to the business pages.

  13. What “expectation traps” if any do you encounter introducing clients to Pinterest? Are they generally pleased? Patient? Expecting too much too soon? How do you set expectations?

    • bethhayden says:

      @creativeoncall Good question. I think people expect to build up a huge following in a short period of time, and that’s really difficult to do. It takes patience on Pinterest. My clients are generally pleased, though, because Pinterest starts driving traffic to their websites/blog really quickly!

  14. belllindsay says:

    Also, how is PInterest different from Instagram (from the perspective of them both being a very visual tool)? Is there a risk that people with get “visually overloaded”?

    • bethhayden says:

      @belllindsay Pinterest is different because it gives a direct link back to someone’s website or blog. That’s what makes it such a great marketing tool. And as far as getting visually overloaded, I think the visual trend is only going to get stronger. People really respond to that kind of content.

    • belllindsay says:

      “..will get” – can’t types today. 😉

  15. I see mostly companies with “pretty pictures” of their products, but what if you don’t have a tangible product (i.e. software) or a boring product (i.e. manufacturing companies). What can they do to stand out from the crowd even if they don’t have images as stimulating as clothes/food/interior design/etc.?

    • bethhayden says:

      @yvettepistorio I work with a lot of services businesses (therapists, coaches, etc) and the best bet for them is to be the best content curators they can be. I ask them to  pull in the best resources, links and ideas for their audience – people will naturally follow them when they do a good job of curating content. Therapist and consultant Tamara Suttle is doing a really good job of doing that on Pinterest –

  16. dwaynealicie says:

    Do you have a preferred tool for tracking Pinterest analytics?
    Thanks so much for being available here today !

  17. Also, which is the better visual social media network? Facebook, Pinterest, Instagram, etc.?

    • bethhayden says:

      @yvettepistorio They’re all really different. I think of Instagram more for sharing my own photos, not as a traffic driving tool. And Facebook has a huge audience and is still driving lots of traffic, but I’m mad at them right now for all of their shenanigans with Pages. I like Pinterest because it’s simple, straightforward and direct. Just my two cents.

  18. ginidietrich says:

    Do you think Facebook Collections will kill Pinterest? What if Instagram begins to allow links?

  19. belllindsay says:

    One has to wonder how much more it will cost those less visual brands/industries to be able to create compelling content for Pinterest. Any push back from clients is that regard..?

    • bethhayden says:

      @belllindsay With some, yes – they basically say “How exactly are we going to make time for this??” but I tell them to look at their current social media strategy and ask if it is actually working for them. If they are using another social networking site and not getting any traffic or sales from it, I ask them to consider backing off that tool for a while and trying to put more effort into Pinterest for a short time, just to see what happens. And then test, test, test, of course.

  20. Ileane says:

    Hi @ginidietrich @bethhayden If I’m not selling any of my own products, what advantage will I get from having a business page on Pinterest versus a Profile?

    • belllindsay says:

      @Ileane  @ginidietrich  @bethhayden I was wondering the same thing!

    • bethhayden says:

      @Ileane  @ginidietrich I don’t think there are ton of new tools and goodies available for businesses yet, but I think it will grow. I think this is just the start. Like right now, you can verify your website, get a couple of extra widgets, it’s slightly easier to use your business name in your account profile, and you get a cool business help section with best practices and case studies. That’s about it. But I think Pinterest will roll out more as they grow and figure out how to help brands on their platform.

  21. bethhayden says:

    @ginidietrich I wanted to tell you how cool the Livefyre system is! It is surprisingly easy to keep up with this conversation! 🙂

  22. meghankrane says:

    @bethhayden Can you discuss the benefits and drawbacks of allowing your community to pin on your boards vs. keeping them just for the company? What are best practices for sharing guidelines about how to participate with group pinning on a company board?

    • bethhayden says:

      @meghankrane I think having a couple of guest pinners on your boards is a great idea. Your clients and customers will love it, and it helps you pin new and interesting content. It also helps you get more followers. The only drawback is that (as far as I know) there’s no easy way to moderate those guest pinners if they pin something you don’t like.
      I would come up with a best practices document if you want to invite pinners in to collaborate. Make it clear what your audience likes and doesn’t like, and what the rules are (no profanity, or whatever). Make it clear what you like and don’t like – including what will get them kicked off the board.
      Wow, I just sounded really strict there. I’m usually pretty laid back, but I do think you need to clearly spell out the rules!

  23. bethhayden says:

    Have you guys seen any cool Thanksgiving boards?

  24. ginidietrich says:

    You know, the secret boards brings up a good question. There is some chatter about their purpose. I’m like you…I see the value in it for planning gifts and parties. But others wonder what’s the point because you can’t monetize (though I think you can; it just won’t go as “viral” because no one else can see them). And even others think people will use them for spam. I guess I don’t have so much a question as wonder what you think about all of that?

    • bethhayden says:

      @ginidietrich Some of my clients (like interior designers and wedding planners) are using them collaboratively with their clients. They have a secret board that they share with the client, and then they each pin cool ideas to it. Keeping it away from the public eye makes some clients feel better about sharing anything that want without it getting too weird. It’s working really well for the folks I have seen using the secret boards that way.

  25. lisakalandjian says:

    Hi 🙂 I was wondering what happened to the copyright issue with pinning stuff on Pinterest without the permission of the author, has all of that died down now?

  26. ginidietrich says:

    Alright boys and girls. The time has come to bid adieu to Beth. Thank you, Beth, for your time!
    For the rest of you, if you didn’t manage to make it for the live portion of this, never fear! If you ask Beth a question before it’s midnight in Chicago, you’ll be entered in the drawing for one of two copies of Pinfluence!

  27. @bethhayden How do you suggest pinning for B2B services? The industry I’m in (facility services-door/lock hardware) is male dominated and SLOWLY coming into the technological age. Are “photo badges” that you discussed earlier that links back to blog content going to be my best traffic driver?

    • ginidietrich says:

      @kaitlynworkman  Super exciting business! 🙂 I’ll let Beth answer you first.

    • bethhayden says:

      @kaitlynworkman Hi Kaitlyn! I have a whole chapter in the book about pinning for B2B companies and non-profits, but in general I think it’s smart to pin stuff that is educational, informative or interesting for your target audience. Be a good content curator and become known as the go-to expert in your field. Then I think the key is to drive traffic back to your site and get people on your mailing list whenever possible. People rarely buy B2B service on impulse, so follow-up is key!

      • @bethhayden @kaitlynworkman  Thanks Beth! That’s what we’re striving for right now. I was kind of hoping you had a secret trick up your sleeve… I definitely want to read your book now, so mission accomplished there! Is there a way to track demographics on Pinterest? In my judgemental mind (I’m included in this stereotype, #pinaholic, so it’s ok right!?) Pinterest is full of women who think they can craft, cook and DIY. I know they are growing like crazy it’s just hard to imagine a middle aged man, read my target audience, perusing Pinterest!

        • bethhayden says:

          @kaitlynworkman  @bethhayden LOL – Iiked the wording above where you said “women who THINK they can craft, cook and DIY” – I think that describes me!!
          The demographics that have been published recently on Pinterest do say the site’s users at about 70% women, at least for now. And their users are between the ages of 25-55, approximately. But I tell companies who are hesitant about using Pinterest because they have a mostly male audience that you never know whose wives, girlfriends, moms and daughters are on Pinterest, too! You can always reach your audience that way! 🙂 And there are more and more men on Pinterest every day as more brands and more guys start to pin cool stuff there.

        • @bethhayden The few things I have tried have been a pintrosity, so I’m allowed to make fun of us! 🙂
          I can’t believe I undervalued the sway we have as constant gabbers about all things Pinterest. I’m pretty sure 75% of my conversations start with “I saw this pin on Pinterest…” I’ll have to get cracking on our business boards. Thanks Beth! 
          Worst case scenario I get to play on Pinterest for half an hour at work everyday!

        • bethhayden says:

          @kaitlynworkman Exactly – and that is never a bad thing! 🙂

  28. aspinchick says:

    @ginidietrich @bethjhayden I will. Sounds good. I am still having an aversion to Pinterest…he he. Maybe she will cure me?

  29. Looks like I missed this, but I learned a lot from reading the chat.  I hope to participate in a LiveFyre chat soon!

  30. […] For former guests, check out Margie Clayman, Sarah Robinson, Mark Story, and Beth Hayden. […]

  31. ginidietrich says:

    We’re super late on this, but the winners are creativeoncall and sierratierra. We have signed copies of the book for you so get me your mailing address and we’ll take care of it!

  32. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel,Danny Brown, Chuck […]

  33. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel,Danny Brown, Chuck […]

  34. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck […]

  35. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck […]

  36. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck […]

  37. […] former guests, check out Margie Clayman, Sarah Robinson, Mark Story, Beth Hayden, Sarah Evans, Stanford Smith, Chris Brogan, C.C. Chapman, Mitch Joel, Danny Brown, Chuck […]

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