Gini Dietrich

Livefyre Q&A with Beth Hayden, Author Pinfluence

By: Gini Dietrich | November 20, 2012 | 
137

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.

WOO HOO!!

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.

  • rdopping

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

    • @rdopping Dang! I knew we should have kept you away!

  • belllindsay

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

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

    • @katskrieger Yeah…I knew it’d be a risk this week. 🙁

  • ginidietrich

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

  • HowieG

    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.

    • @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.

  • 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! 🙂

    • @bethhayden  @ginidietrich Is it a Q&A here in the comments section? Just want to make sure I’m in the right place. 🙂

      • @sierratierra  @ginidietrich Yep! Right here in the comments! Fire away! 🙂

  • Hi @bethhayden ! It’s time!

  • 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

    • @creativeoncall LOL!!

    • @creativeoncall Feel free to jump in with beginner questions, too – I don’t mind! 🙂

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

  • 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.

    • @ginidietrich I really love using cool, compelling images in my blog posts in order to get more traffic from Pinterest. I call them “photo badges” – I don’t know what their official name is. Here’s an example – http://clickitupanotch.com/2010/09/shooting-in-manual-the-basics/ (top of the post). I think badges like that really help with traffic because they get pinned like crazy!

      • @bethhayden  @ginidietrich “Photo badges” — I love it!  A great and easy to remember motivator to step up the game on images in blog posts!

        • @dalicie  @ginidietrich Photo badges get pinned like crazy, too! People just love them!

    • @ginidietrich I have found having “Pin Me” buttons near blog posts w/images has increased traffic from other pinners — because those people become foot soldiers in linking a blog to their boards.

      • @sierratierra  @ginidietrich Agreed! I also tell people to include Pin It buttons on every page and post, if they can! Especially true if you have some sort of online catalog.

        • @bethhayden  @sierratierra Wow. You’re both creating some work for me!

    • @ginidietrich Badges like that are fairly easy to create, too – I like PicMonkey (an online photo editor) for that kind of thing.

  • 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): http://pinterest.com/source/spinsucks.com/
     
    Just type into your web address bar “www.pinterest.com/SOURCE/[yourwebsitehere.com]  – don’t forget to drop the www when you put your domain name at the end.

    • @bethhayden I always forget you can do that. Super cool tip! What about analytics? Other than Google? Pinerly? What else?

      • @ginidietrich There aren’t a lot of good tools out there yet. I understand that Curalate is working on something that’s in beta AND they have a lot of corporate clients. They’re very close-lipped, but I am trying to get a demo for my clients! http://www.curalate.com/

        • @bethhayden Come on, Curalate! Give us the goods!

        • @ginidietrich Yes – they told me they were fans of Pinfluence so I thought I might be able to finagle my way in, but nothing so far. Will keep you posted!

        • @bethhayden  @ginidietrich I agree — Curalate is pretty awesome but sometimes elusive in showing their “special features.” I also use Pinalerts to let me know what folks have pinned from my blog/clients’ blogs. It saves manual time of plugging each URL at a said interval.

        • @sierratierra  @ginidietrich Great idea!

    • I should warn folks that the second link above isn’t really a link! 🙂

  • belllindsay

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

    • @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

        @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…?

      • @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.

        • @ginidietrich  @belllindsay Unfortunately, it’s an all-or-nothing deal. You gotta convert the whole account, or nothing at all. But you could start a NEW business account and get access to the new stuff. It’s not a lot yet, but I think it will grow. http://business.pinterest.com/

  • 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?

    • @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!

      • @bethhayden have you encountered any business categories that are immune to the charms of Pinterest, even if it’s “done right”?

        • @creativeoncall I think some local businesses have a hard time with it. If your client base is only in one small county in an area that doesn’t have a lot of Pinterest users, it might be tough for you.

  • belllindsay

    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”?

    • @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

        @bethhayden Yes, I agree completely – people really respond viscerally to images.

    • belllindsay

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

  • 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.?

    • @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 – http://pinterest.com/tamaragsuttle/

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

    • @dalicie I like to look at my site’s Google Analytics stats, mostly, to see how Pinterest is driving traffic and which pins are driving the most traffic to my site. There aren’t too many good analytics tools out there for Pinterest because they haven’t released their API to third-party developers yet.
       
      And you’re very welcome! This is fun! 🙂

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

    • @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.

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

    • @ginidietrich I don’t know much about Facebook Collections yet. Fill me in! Are they trying to Pinterest up their platform?

      • belllindsay

        @bethhayden  @ginidietrich LOL!!

    • @ginidietrich But to answer your question, no, I don’t think FB Collections will kill Pinterest, Pinterest has such loyal (rabid) fans that I don’t think they are going anywhere.

      • @bethhayden  @ginidietrich I was thinking that Collections could at least be a competitor because they looked super slick. But then I heard they were off the table: http://techcrunch.com/2012/10/25/facebook-collections-shut-down/

        • @sierratierra  @ginidietrich Interesting! That didn’t last long! Wonder why?

        • @sierratierra  @bethhayden Oh! I didn’t hear they shut them down!

      • belllindsay

        @bethhayden  @ginidietrich I agree. Very different fan base I would think. Younger/older even…?

  • belllindsay

    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..?

    • @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.

      • belllindsay

        @bethhayden And, as you mentioned earlier, have the patience to wait for it to develop. 🙂

        • @belllindsay Yes, exactly!

        • belllindsay

          @bethhayden You definitely have the face for TV! 😉

  • 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

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

    • @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.

      • @bethhayden  Thanks for the response. btw – I got a chance to listen to your interview with @Mike_Stelzner – it was great. Cheers!

        • @Ileane  @Mike_Stelzner Thanks! I’m glad you liked it! Mike is fun to talk to.

        • @bethhayden You should think about starting a Pinterest Podcast 🙂

        • @Ileane You know, I have thought about that. I’ve been told I have a good radio voice. 🙂

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

    • belllindsay

      @bethhayden  @ginidietrich I love these Livefyre chats, they are so much fun!!

    • @bethhayden  @ginidietrich I like the share featuring… easy to tweet as we chat

      • @creativeoncall  @ginidietrich Totally! Really cool! And I like that the content sticks around and you can view it later, instead of Tweet Chats that just disappear into the Internet ether!

        • @bethhayden  @ginidietrich try Google Chats like hecklershangout Gini was there last week; see the video  http://youtu.be/BIbGs8Hc120

        • @creativeoncall  @ginidietrich  hecklershangout Cool!

    • @bethhayden Fun, isn’t it??

  • @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?

    • @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!

  • Have you guys seen any cool Thanksgiving boards?

    • belllindsay

      @bethhayden *cries in the corner* #Canadian

      • @belllindsay Whoops, sorry! 🙂

        • @bethhayden  @belllindsay I’ve been scouting a few recipes, but what excites me most about Pinterest is that it makes the holiday shopping so much easier now that all my female relatives have “Wish List” boards

        • belllindsay

          @meghankrane  @bethhayden That’s what @ginidietrich said about MY board! I’m expecting an awesome xmas gift this year. 🙂

        • @meghankrane  @belllindsay Totally! And I like the fact that now Pinterest has those super-stealthy “Secret Boards” so I can even build boards with all my gift ideas  – and nobody can see them! Hee hee! 🙂

        • belllindsay

          @bethhayden  @meghankrane That’s a great idea too.

        • @bethhayden  @belllindsay I just wish that there was a way that I could secretly claim a pin to note that I’ve bought that item for the person.

        • @meghankrane  @belllindsay That would be cool. Like a Pinterest registry.

        • belllindsay

          @meghankrane  @bethhayden Another great idea!!

      • @belllindsay  @bethhayden LMAO!!!!

        • belllindsay

          @ginidietrich  @bethhayden It’s ok Beth, us Canucks got our *koff* ONE day off early in October. 😉

    • @bethhayden I just did a search – they’re all cool!

      • @Ileane  @bethhayden LOL! You are easy to please!

  • 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?

    • @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.

      • @bethhayden Love that idea! I can totally see that if you were remodeling a kitchen or something.

        • @ginidietrich Yes, exactly – or if you wanted to pin a whole bunch of wedding dresses, etc.

        • @ginidietrich  @bethhayden The idea arose in my internet marketing class that cautious or strategic pinners can now create a board, test it, and then release it at a later date, as well.

        • @dalicie  @ginidietrich oooh, another great idea! Love that.

  • lisakalandjian

    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?

    • @lisakalandjian I think it has died down somewhat, but there are still a lot of unresolved issues. I don’t know exactly how it is going to shake out for Pinterest.

  • 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!

    • @ginidietrich And I’ll try to check in a little later today and answer any last questions, too! Thanks SO much for inviting me, Gini! This has been so much fun!! 🙂

    • @ginidietrich And thanks to everyone for their great questions! 🙂

  • @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?

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

      • @ginidietrich
         I’m trying my best to bring these guys up to date. Slow and steady wins the race… I just keep telling myself that!

    • @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!

        • @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!

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

  • aspinchick

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

    • ginidietrich

      @aspinchick I just don’t know how anyone can have an aversion to Pinterest

      • aspinchick

        @ginidietrich It’s too overwhelming. I have a Pinterest account, but all the photos confuse me. I guess I’m a word girl….word.

        • ginidietrich

          @aspinchick I’m a word girl, too, but I LOVE Pinterest. The recipes, alone, are worth it.

        • aspinchick

          @ginidietrich You’re right. I need to check into recipes more. 🙂

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

    • @DesignsbyKatieRose We’re going to aim for the third Wednesday of the month in 2013. So mark you calendar!

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  • 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!

    • ginidietrich What, ya’ been busy or something? Thanks for the prize… to be honest, I just couldn’t wait, and am already the proud owner of a copy, but please send it along and I’ll gladly share it with a client!

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