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  • OPENING SLIDE: Hi, I'm Jory Des Jardins, Co-Founder of BlogHer. Welcome to our master class (name?) on best practices programming for Pinterest, designed to help you understand how to leverage the enthusiasm of the powerful female consumer for this digital marketing space. This class is brought to you by BlogHer and Ahalogy.: With me today is Bob Gilbreath,co-Founder of Ahalogy, which provides a full-service optimization technology specifically built around Pinterest, and I'm proud to say BlogHer's partner in addressing one of the biggest trends (and likely mainstay) in the digital marketing space, Pinterest.  
  • SLIDE: BlogHer, as some of you may know, is the largest digital influencer community by, for and partnering with women. We reach 92 million readers every month across blogs, Facebook, Twitter, and Pinterest, and we work extensively with our network of thousands of influencers, all of whom create content according to our quality guidelines. We help women to grow their online platforms, as well has helping brands to leverage her influence in meaningful ways. On Pinterest we reach22 million readers in food DIY, fashion, beauty… Some interesting things that made us realize that Pinterest was so relevant to our community:Pinterest is the #2 source of traffic to BlogHer (6.4%) after #1 Google (16.5%) and ahead of Facebook (5.5%).  This is the strongest non-portal traffic driver we have. See July 2013 comScore source-loss report attached for documentation.·         There is a highly significant amoung of “cross-visiting” between Pinterest and BlogHer.  The attached July 2013 comScore report shows that BlogHer shares half its audience (49.6%) with Pinterest.·         BlogHer and Pinterest share virtually identical profiles for key demographic data points.  See attached Dashboard report for documentation.o   Femaleo   Age 25-34 (sweet spot)o   UpperIncome
  • SLIDE (Ahalogy) Read stats from slide 
  • BlogHer and Ahalogy have teamed up to provide the first-ever integrated Pinterest program, leveraging BlogHer's proven influencers and content creators on blogs and Pinterest, and Ahalogy'sPinterest optimization technology. The program pinpoints a brand's need on this platform, and then provides a custom program addressing the right content, pinning timing and frequency, and optimization, to reach the brand's Pinterest strategy. Having worked together, we've uncovered a few insights into best practices that we'd like to share with you today.
  • This program will be delivered in three parts that you can view together or separately.SLIDE (Agenda): We will be opening the discussion today with an overview of Pinterest, answering the question for brand marketers of why they should bother putting the time into this platform, and what it's capable of. From there, we'll address best practices that both BlogHer and Ahalogy have uncovered from our work on brand campaigns. And then I will have a 1:1 chat with one of BlogHer'sPinterest Rock Stars, Jill Nystul of One Good Thing by Jillee, who has taken her Pinterest program to another level. Today, our Pinterest community reaches more than 22 million women each month, and Pinterest is our second largest traffic referrer next to Google. Why and how? That’s what we are here to share today. There will be good learnings here for influencers and brands alike on best practices for growing your Pinterest platform, and making it work for your overall marketing strategy. But first, I'd like to ask Bob to share his strong case for the power of Pinterest for brand marketers.
  • Bob: If a marketer were to design a social network, it would be Pinterest….It’s the first social network made for marketing. Don’t get me wrong--Facebook is still worthwhile, but these numbers show that Pinterest is worth adding to your priority list.BlogHer note: his view of Pinterest vs. Facebook as a driver of purchase intent, etc. perfectly mirrors what we discovered in our 2012 social media study.
  • Must think differently…Pinterest isn’t really a social network. Its digital version of tearing articles (and ads) our of a magazine. Don’t assume that the same rules apply. Compared to Facebook…
  • Compared to Google…
  • Bob: To show you how Pinterest is different and a huge opportunity, let me share a result of a study we recently released. We looked back at the 1.1 billion impressions we have served for our 10 largest clients since January…
  • Reintroduce yourself and BobSLIDE: PART II: Best Practices: Jory leads and invites Bob to elaborate on slides 
  • So now, all of that information is great to know, and yet marketers by and large still struggle with Pinterest, don't they? 
  • SLIDES x to x: BOB to elaborate on common issues brands have with the platform. 
  • Bob: Almost every brand that should be winning on Pinterest is not…because it is treating it like a social network. Using the recently laid-down “rules” of Facebook and Twitter.
  • Bob: I want you to stop thinking of Pinterest as social media, and START thinking of it as the first scaleable media tool for your content marketing strategy.JORY: So the takeaway here is that Pinterest is made for the top of the funnel, for the inspiration phase. BOB to qualify: Right, but with the right tools and planning you can use it to bring leads further down the purchase funnel path.
  •  JORY: And another thing to note is what categories are hot on Pinterest. BOB: Elaborate on how leveraging these categories will help your campaign.There are really only 10 topics that are active on Pinterest (read). If your product or service is not in these areas, OR you cannot ladder up into these areas, then Pinterest should probably not be a priority for youExample: BofA—A bank that needed to reach women in the household that purchased food.
  • Bob: So you may be able to win, but it takes some strategic work, and solid tacticsJORY help tease out:
  • 15-20 pins/day is optimalNo TV commercial is played once per day…Visual nature of Pinterest reduces spam concernsIf you need more content…Pin to outside sources, preferably with permission“Activate” on their pages to get creditAhalogy+BlogHer has a solution for this
  • Once you have the content, scheduling becomes highly important…(example of before/after for large food brand)Different content wins attention at different timesSunday is the most popular day for Pinterest; Monday-Thursday are most active for recipes
  • A simple way to significantly improve results on every pin…The default Pinterest column design takes wider, horizontal images and scales them to fit. Images which are taller are not affected as much.
  • All that work of picking content, scheduling and cropping leads to one thing—the click back to your website. People don’t pay attention to where going, so you need to welcome them and take advantage to convert….What happens after the click?People click interesting pins but don’t know where they leadThis is the moment-of-truth to ask for a FollowUse landing pages or interstitials to welcome and drive conversionAlways invite people to follow your business (all boards)Highlight other news & offers
  • If your website is still not optimized for mobile visitors, I hope this is the final bit of information you need to make it so…Followers are the seed, but re-pins drive much greater reach and engagementRe-pin ratio is publicly-available data we use in competitive tracking18% of pins drive 80% of Pinterest engagement
  • Transition to Jill Nystul Interview. Reintro yourself, and Bob and Jill, now seated
  • JORY: So speaking of working with a relevant content producer AND curator, I need to invite one of BlogHer's power Pinners to join us…Jill Nystul. (Jill joins Jory and Bob. Bob sits quietly and will re-engage for Q&A) So speaking of working with a relevant content producer AND curator, I’d like to invite one of BlogHer's power Pinners to join us…Jill Nystul. (Jill joins Jory and Bob. Bob sits quietly and will re-engage for Q&A)  (SLIDE: OGT home page/OGT Pinterest page) Jill, welcome and thanks for joining us today. You write the blog One Good Thing by Jillee, which is a lifestyle site featuring useful and inspiring things, and has as of this live broadcast you have more than 230,000 followers on Pinterest, quite in keeping with your very successful blog. Congratulations – and thank you, as a follower! I know that there are plenty of brands and influencers out there who would like to better understand how to optimize Pinterest. So tell us… 
  • Questions: (Jory will refer to in note form)1. How did you get started with building your Pinterest following?2. How does Pinterest play into your overall platform? Does it run the show, or play a supporting role? What opportunities have come as a result of your Pinterest following?3. How did you start taking your pinning to the next level (referring to your slide on how to get started and build)
  • After Q&A: Thank Bob Jill, and our partner, CreativeLIVE for their fabulous video platform.
  • Q&A 

Blog her ahalogy_video_v3 Blog her ahalogy_video_v3 Presentation Transcript

  • FROM PINNING PRETTY PICTURES TO GUARANTEEING BRAND ENGAGEMENT A Master Class on Pinterest Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • 2 Pinners: 2,700 Pinterest Audience: 22 million Top topics: food, DIY, fashion, beauty, parenting, pets, green, health BlogHer on Pinterest Photo credit: Caitie, Lady à la Mode Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • Slide setting up Ahalogy Competencies Pins Placed: 1 billion Pin Impressions: 2.9 billion Site Visits Delivered: 32 million Clients include: P&G, Kellogg‟s, The Gap, Kohl‟s, ConAgra, Walgreens Ahalogy on Pinterest Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved. Photo Credit: Ree Drummond, The Pioneer Woman
  • Full-service optimization Conversion to business-building action High-quality content creators Proven Pinterest influencers We‟ve put together a best-of solution for brands Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • ‹#›
  • Pinterest is social media… Made for marketing 3rd largest source of referral traffic Drives 7x the traffic as Facebook per user Perfect demographics for brand marketers SOURCE: Shareaholic SOURCE: Shareaholic//Compete Referral traffic/MAU Source: BizRate: study of 7,413 shoppers 70% 17% Women 1. 2. 3. 4. 5. 6. Used to find inspiration on “what to buy”… Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  •  With visual scan, every update can be “seen”  Used for curating ideas, projects, and events  People only follow what will clearly add value  EdgeRank allows only a handful of updates to appear  Used for the widest variety of updates and sharing  People follow easily, knowing that EdgeRank will filter for them Pinterest vs. Facebook Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  •  “Lean Back” media  Light inspiration, higher on the purchase funnel  Visual scan allows many results to be explored  “Lean Forward” media  Focused search, farther down on the purchase funnel  Most people click or get frustrated before the fold Pinterest vs. Google Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • Pinterest is powerful if you think differently SOURCE: AHALOGY STUDY OF 1.1 BILLION ACTIVE CLIENTS ON PINTEREST 12.2x 4.8x MONTHLY IMPRESSIONS AVERAGE CLICK THRU 1.2% 1 to 3% 80% 2% % RE-PIN/RE-TWEET PINTEREST CAN BE A GAME CHANGER AT SCALE. Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • 10 Photo credit: BlogHer Food „12 BEST PRACTICES Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • Sound familiar? Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • Where Marketers Struggle WHAT DO I PIN? WHAT’S THE ROI? WHO DOES THE PINNING? LEGAL? SHOULD I PIN TO FACEBOOK AND TWITTER? DO I COMMENT AND FOLLOW BACK? WHEN DO I PIN? WHY DON’T PEOPLE FOLLOW? DO CONTESTS WORK? HOW CAN I SCALE? WHAT ABOUT INFLUENCERS? FOR BRANDING OR SALES? Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • Pinterest is not a social network. Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • Pinterest is a content discovery tool. Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • TOP 10 CATEGORIES ON PINTEREST LEADING SUBJECT MATTER CATEGORIES ON PINTEREST BABIES BEAUTY CRAFTS FASHION FITNESS FOOD HOME DÉCOR KIDS PETS TRAVEL Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • Brands can win at scale on Pinterest by…  Pinning (lots of) content that adds value to your customers‟ lives  Tying the earned attention and traffic to marketing objectives  Continuously creating and optimizing for critical mass Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • Pinning consistently throughout the day and week IS OPTIMAL Pin often to win • Photo credit: Maegan Tintari, Love Maegan Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • Spread out pins. Use a scheduling tool to save time and improve results. Get way out ahead on holidays. Timing is everything Photo credit: Jenny Ingram, Jenny on the Spot Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • 448 px Wide Images must be cropped for Pinterest 196 px Wide Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • FOLLOW-BACKS & COMMENTS CAREFULLY CRAFTED BOARDS “PIN TO WIN” CONTESTS Less important activities on Pinterest Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • Welcome & convert your Pinterest visitors Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • Influencer’s Pinterest Pins: 140 Pinterest Impressions: 33,000,000 Re-Pin Ratio is a key measure of progress Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • GrowYour Pinterest Platform An Interview with Jill Nystul Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • Of One Good Thing byJillie Jill Nystul Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.
  • ‹#›
  • Photo credit: BlogHer Food „13 Q&A Copyright © 2013 BlogHer, Inc. and MLW Squared, LLC (d/b/a Ahalogy). All rights reserved.