Pinterest is growing at a rapid rate and the destination marketing organization (DMO) for Savannah, Georgia has found that it is a great way to showcase their destination.
Perhaps the hottest social media platform of 2012, Pinterest is a community that is perfectly suited for lifestyle, food and travel brands. According to the recently published Referral Traffic Report by Shareaholic, Pinterest’s 200,000-plus publishers reach more than 260 million unique visitors each month. That is more referral traffic than YouTube, Google+ and LinkedIn combined.Amy Brock (@amy_brock), social media manager for the DMO for Savannah, GA, recognized early on that Pinterest might be a great place to promote their visually-appealing destination. The DMO set up seventeen boards that feature everything from shopping, dining and recipes to hotels, weddings and more. If you snoop around Pinterest for a little while, chances are you will run into a high-quality image related to Savannah pinned by Amy. In fact, Visit Savanah has amassed close to 12 thousand followers and is one of the most followed travel brands on Pinterest.
In a recent interview with DMAI (Destination Marketing Association International), Amy shared that she originally “created a couple of boards on my personal account where I could pin ideas for our various Facebook pages – especially our destination wedding page, Savannah I Do.” In the process she noticed that “Within a couple of days, I had more than two hundred followers who were seemingly watching my every move and repinning everything I posted.”
After witnessing its potential, Amy created an experimental account for VisitSavannah and “quickly discovered that the majority of our wedding vendor members were already using this site to share their work and gather inspiration and ideas.” As a result, “in less than 24 hours, I had several hundred followers, just by sharing our members’ pins!”
Following her early success, Amy “created boards to promote Savannah similar to categories we use on our website: Hotels, Things to Do/Events, Dining and Shopping.” Additionally, she created boards that were unique to Savannah that included: “a Recipe Board, a Sweet Savannah Treats Board, Haunted Savannah, a St. Patrick’s Day Board and of course – a Paula Deen Board!”
Which board has Amy found to be most popular?
Aside from the wedding boards, “our most popular board is the ‘Beautiful Savannah’ Board, where I pin all of the amazing photography from our website, blog and members. These pins seem to garner the most ‘repins’ and comments. Also, our Savannah Recipes Board is a popular one!”
What about ROI?
While still in the very early stages, Amy has seen some promising results. “Our blog traffic increased by 366% with people finding it through images posted on Pinterest. After seeing that number, I’m confident we are on to something big.”